Thursday, 30 January 2014

Project 3: Research into Mixed Media Idents - Digital Cinema Media

To begin my project I went to look at a number of previous versions, created by and for the company. There were a number of still images that were used in the 2013 ident which really caught my eye, a few of them being very abstract. The overall feeling that I got from this advert wasn’t necessarily a range of emotions, but one rather fierce emotion. Throughout the entire advert I got the feeling of awe, excitement, serenity and pride, which, as a marketing technique, appeared to be very effective! In all of the mini-scenes, the two elements of the scenes are very contrasting, both in colour and content. This adds such a dynamic feel to the ident, like literally send shivers up the spine and goose bumps up my arms. This shows that the content has been very carefully chosen;

Although the mini-scenes only last maybe 2 – 3 seconds each, the viewers get a good glimpse of what’s going on. In this scene, the background is a time lapsed view of a mountain range, complete with cloud coverage. The clouds have a flowing and blustery motion which sets the direction and speed of the scene. The scene within the logo has therefore got something to be timed to, the choice of footage was smart because it contrasts visually with the other footage, both in colour and content. The footage of the grass blowing in wind matches the background footage, and it is generally at the same speed that the clouds are moving as well. The overall tone of the scene is quite peaceful looking, but also has a rather majestic feel to it from the scene of the mountains, the blustery wind, and the paling shot of the grass.

Another scene in the ident which caught my eye was this one. My eyes were immediately drawn to the burst of lava, contrasting against the stark background of the globe which, in turn, morphed into what looked like a control centre on a spaceship. Environmentally, the two pieces are linked through the topic of science and exploration, but also give off the emotions of panic, excitement, power and awe, which relates well to the previous scene. The colours in this scene are really my favourite part of it. With the pale background from the earth, and the dark sky in space, which goes so well to push and emphasise the lava bursting out from the logo. There isn’t as much cohesion with the technicality of the camera, as the globe is turning one way, at a pretty consistent speed, and the lava erupts into the other direction, which throws off the attention of the audience. I think this technique works well though, as it fully puts the attention on the lava.

This frame is my all-time favourite of the whole ident. The scene is probably the least contrasting of all, but still has so much effect on the audience, and is definitely what puts the audience at peace, possibly relating to the “Happy Ending,” of a film. The scene shows the tranquil and serene footage in both the background and the logo, linking them perfectly to the emotion being emitted. The background shows the movement of jellyfish, which slowly bob and flow across the screen, which are so contrasting against the pure black backdrop given that it is very deep in the ocean. I think this works amazingly and the footage is so crystal clear it doesn’t even look real. Inside the logo is footage of the sky being shot out of what I can only assume to be an aeroplane? The sky, like the jellyfish, look so serene and easy going that it definitely brings a sense of calm to the ident. I think there is obviously a lot of technical dedication has gone into this, as underwater and 30,000 foot shots would not be hard to come by. 

No comments:

Post a Comment