LO3: Planning Matching production

The below screenshots are examples of how during the production process of our promotional video, we followed our planning material. 

EXAMPLE 1: EXTERIOR SHOT

For the beginning of the promotional material we planned on having an exterior shot of the store front to set the scene, we decided to change this due to weather conditions on the day to a drone shot which could be easily edited to look like a snowy scene. When sending the drone up the conditions meant that the top of the building appeared to be snowy - we then manipulated this during post production to have a snowy graphic playing on loop over the top. This also fits the conventions of a promotional video as it shows what we are aiming to advertise - at the end of the production this is reinforced so the audience are constantly reminded by the aesthetic and the brand.

EXAMPLE 2: EXTERIOR SHOT

This shot went as planned what with having the beadle on hand to open the door, the only thing that differed from planning was the door was only available to open on the right hand side. This shot welcomes the viewer into the video and provides a more personal experience which connotes the store's warmth and accommodating nature. This follows conventions as we are showing the audience the positivity and 'Boutique' experience you receive when visiting the store - this will be favoured by the ABC1 targeted demographic. 

EXAMPLE 3: INTERIOR SHOT VOX POP

Due to casting problems when we got to the store, we had to use contingency actors which meant we had to start the video with a male actor rather than a female as planned - this could have been changed in post production so that a female appeared first however we thought that this challenges conventions of Christmas present buying being a stereotypical female activity. Women appeared in the video at a later time but personally I believe that starting with this shot widens the target audience to ABC1 18-35 year old males as well as females as the actor is telling the audience what he managed to find in store.

EXAMPLE 3: INTERIOR BAG SHOT

This shot followed pre production planning in terms of the article within shot, however we altered the shot to low angle to connote the importance of the shopper and the brand itself. The branding is clearly evident throughout the whole shot which is important as this is a sandwich shot in the middle of the promotion - this reminds the viewer which shop is being filmed and associates the luxury brands within the rest of the video with the branding at the beginning, middle and end.

EXAMPLE 4: EXTERIOR DRONE SHOT

Again this shot went to plan and followed the idea we planned in pre production however changed to a drone shot rather than the branding by itself. This means that through the drone shot the viewer can geographically place the location of the store which is important as this is a relatively new shopping complex. The shot then pans out and shows the entirety of stocks bridge including the new road which has been placed to make Fox Valley more accessible - this inadvertently shows shoppers how they would be able to access the shop and how local it actually is.