So first I’m going to begin with, why a video commercial? To me the purpose of a rebrand is to increase the awareness of a brand’s capabilities and there is two ways I personally think would make this as effective as possible. By either 1) doubling down on one medium or 2) you diversify the different media you intend on using.
Before I intially came up with my first script, I rewatched a bunch of content marketing video ads, some of which goes from the baby Mr Peanut to the nike inspirational documentry type ads. The idea was to create two video commercials, one which is sad and touchy which will connect with you. The other supposed to be action filled. So I did what any college student would do, I took a week and wrote up the first script with the idea of the theme in mind.
When I wrote the script, the thought process was more like a story/scenario playing out in my head. As it played out in my mind, I imagined the dialogue and I wrote. Fast forwarding to after finishing the script, I needed some actors for the job, so I gathered a few friends to discuss the first script (the sad themed script). After discussing the script, my friends didn’t understand the script at all. And I was left explaining it to them once again, and again until they finally understood it. It was then that they told me what was wrong with it. 1) It didn’t have any solid middle ground or ending, which is what left them confused 2) They needed a visual understanding of the script mainly because the script was the only thing I wrote up, I need create any storyboards which is what I should have done. After noting these problems I realized that this script needed more work. But instead of working longer on the same script, I decided to scrap that idea and go along with the idea of the second video which was much more fast paced. I wrote this script with the same process but with keeping the feedback from the last script in mind. I ensured that the middle and ending was very clear to them without the need for having a storyboard and that’s exactly what was done. I told them of this second script and they immediately got the gist of it.
Shooting the video
So this video took three days to shoot and it took three cameras to complete it. The first half of the video was shot in school by Keli with her Canon EOS Rebel T5 camera. The middle scene, which was shot at the Dinsley Junction, was shot with a BLU S1, 13mp back camera with an octa core processor because at this time Keli left home with her camera and I was awaiting my response from the school for the use of their camera. Zackari assisted in shotting that footage. And on the final day, the rest of the footage was shot with a Canon Rebel T1 , by both Zackari and I.
Editing the video
I took a week and a half to complete the entire editing process. This was due to me getting ill, and I had to delay the work until my immune system was up to par. I started with arranging the clips, then making cuts to it, then adding in sound effect and assets and then finally colour grading it to blend everything well.
Outcome 4 (The Result)
Primo & His Screen Based Practices 