London Business school analysis

The first thing I noticed about this video is that it is 10 minutes long and about business this immediately made me lose interest and not really want to watch the video. Unlike the Apple Recruiter video and the Holmefield vets video this video is aimed at a niche audience who are interested in business. This video is fast paced edit to try keeping the audience’s attention and getting a lot of information in. The drum and bass music used in the background is fast and upbeat and also modern to try show that they are a modern and so they can relate to a younger audience.

With the length of the video being 10 minutes long this means that like Apple they probably had a bigger budget then Holmefield vets as it would take a lot of time and people to make a ten minute video as they would have to hire people for pore production, the shoot and post production.

For the interviews they use medium close up of the people. The interviews do seem a little staged unlike the Apple recruiter video and the Holmefield vets video that seemed more natural. The interviewees look directly into the camera to try to engage the audience. Personally I find the interviews a bit boring but that is probably because I have no interest in business.

They show a montage at 8:37 of people smiling and laughing to create the atmosphere that it is a happy company. They also use shots of London to show that they are in a great location in central London a great place to be for business as it’s the capital city. The mise en scene shows the people working and shows the environment they are in which is portrayed to be have a great happy atmosphere. This montage is repeated throughout the video.  

In terms of representation of age, race, ethnicity and gender they show interviews with women, men and people of different ethnicities and race for example there are some Asian people in the video and the woman at 1:58. Towards the end at about 9:31 the video shows peoples name tags with the flags of the different countries on to show that they have different nationalities and to show that as a company they are inclusive and don’t discriminate. This is clear from the beginning as they show a montage showing people from different ethnic backgrounds. Also even though it is a British school the course director is American showing that the staff as well are from different countries showing that this company is international.

In my opinion this corporate video is not as effective as the Holmefield vets video or the Apple corporate video. The reason I think this is that personally I think the video is far too long. I lost interest about half way through were as the Apple recruiter video and the Holmefield vets video were short enough so that you got all the information in you needed but don’t completely lose interest. Also I have no particular interest in business so this corporate video doesn’t really appeal to me however if you are interested in business it might will probably interest you.

Holmefield vets corporate video analysis

The holmefield vets video was clearly made using a smaller budget than the Apple corporate video. This is because it is not as big of a company as Apple so they would have less money to spend on post and pre-production. Compared to the Apple video the camera shots used are very basic wide, mid, close up for example of the dog at 0:18 and establishing shots for example the shot of the Holmefield vets sign 12 seconds in.

In terms of representation of sex, age, race and ethnicity this video has less diversity than the Apple recruiter video. Apart from one Asian woman at 1:40 and one man at 0:56 the majority of the people in this corporate video are white British females. 

This video is aimed at people who have pets as at some point they would need to take those pets to the vets. The video using a lot of shots of the animals they are treating this is because it would keep the audience’s attention. For example when they show a shot of the kitten at 1:18 everyone will think it is cute and therefore keep watching to see the animals which is a very good selling point.  Also it shows the vets as being a happy place with talented staff this would make the audience think that if they went there their pets would be well treated and looked after. Unlike the Apple recruiter video which was aimed at people wanting a job at Apple the Holmefield vets video is aimed at people the consumer who want to take their pets to the vets. The pace of the video is quick as the video itself is only 2:31. The video starts of with the vets name and logo then goes straight into an interview with the company director telling you what the vets can offer you. It is clear from the start by the quality of the video and the effects used that they had a smaller budget than Apple however it is just as effective. The music used is happy and upbeat to help create the feel that Holmefields Vets is a good vets to take your pets to.

I think overall this is a good example of a corporate video as like the Apple recruiter video its not to long so that the audience would lose interest but its long enough to get the facts in that the audience need to know. With the shots of them working which shows that the people working there are well trained and know what they are doing so people know, the shots of the animals and the interviews it makes the vets seem like a good company that would look after your pet which is what any pet owner would want. This video also shows that you don’t need a big budget to make an effective corporate video as both the Holmefield vets video and the Apple video are effective but clearly more money was used on one than the other. 

Apple recruiter video analysis

Apple Recruiter video

The Apple recruiter video is a good example of a corporate video. The video is designed for people who are interested in working for Apple. The sound in this corporate video is important in creating the atmosphere this is non-diegetic sound. The music is upbeat and fast as they want to create the feeling that Apple is a great company to work. They use mid, wide and close up shots and pan shots like at 3:34 of people working as well as interviews to help portray this. The different shots help keep the audience engaged in what they are watching. Music is also used to create make the target audience think Apple is a great place to work. The music in the background used is uplifting music to help create this atmosphere but doesn’t draw away attention away from the diegetic sound of the workers being interviewed. The mise en scene shows off all the equipment that apple has the workplace. It is clear from the start that a lot of money was used in the making and editing of this corporate video as it is very high quality and uses different shot types. The pace of this video is good as sells Apple well. At the beginning the interviews are about what Apple is like as a company for example the man in the first interview says at 0:22 that ‘Apple will never give up on something because its too hard’. The interviews towards the end of this video are more personal for example at 3:46 the woman says that the best part of the job is creating something that you know will be bigger than you and can change the world. This would inspire the audience watching this corporate video to get a job at Apple as they want to be part of a great company creating great products.

In terms of representation this corporate video represents age, gender, race and ethnicity. Both men and women appear in this video giving interviews and seen working. Different races and ethnicities are represented in this corporate video as the interviews are giving by white Americans, British man, African American man and an Asian woman at 2:50 who is speaking in her native tongue with English subtitles shown on screen. The people’s ages in the video differ as well with both young and old people shown working there. This is a good corporate video as it is aimed at all demographics showing that you can get a job at Apple regardless of your gender, age, race and ethnicity as Apple as a company are not sexist, racist or ageist.

I think overall the Apple recruiter video is a good example of a corporate video. The length of the video is 4 minutes 38 seconds which is a good length as it gets the point across that Apple wants the audience to know but it isn’t too long so that the audience would lose interest. The video is aimed at people considering a career at Apple with that in mind this corporate video is great as it portrays Apple as a great company to work for. 

Risk assessment

This is the risk assessment we done for the day of filming listing all the health and safety issues we faced on the shoot.

Storyboards

Storyboard for the shoot.



storyboards for editing.

Editing

on Tuesday 15th of october we started editing the promo. We split up into groups and each edited a different section.



We started off with the voice over and then started to add the clips to the timeline. Each of us editing diferrent parts then putting them together when we had finished editing. Me and Kristen had the middle section to edit. The purpose of the promo is to make the new hall look good and make people want to go there so we used lots of shots of crowds of people laughing and having a good time as well as showing some of the facilities the hall has to offer.

representation

• age
• gender
• sexuality
• ethnicity

Age

the way people dress and look. Physical, psychological and socail change.
chronological ageing - refers to how old a person is. social ageing (societys expectations of how people should act as they grow older) biologocal ageing (an organism's physical state as it ages)
Age can be used as another important category to file or categorise people. As we categorise people we are using our own judgements to justify our reasons.


Gender

ways to identify someones gender.

• way they look
• way they dress
• how they talk
• how they walk

Sexual identity

• heterosexual
• homosexual
• heterosexism
• bisexual
• attraction
• homophobic
• transgender

Ethnicity

Race and ethnicity is part of everyday life. Some places have specific places for different races for example China town in London.

ways to identify different ethnicity

• way they look
• way they dress
• the way they talk may speak in native language or in broken English.

Status

• character role
• occupation
• job authority
• social authority
• conversation topic

Physical attributes

• race
• age
• accent
• physical attractiveness
• body type
• dress/attire

Final script for the promo

Thornham is a small village situated of the West Norfolk coast, 5 miles from Hunstanton and 20 miles from King’s Lynn.

At the beginning of 2013 the only communal venue in Thornham was the drill hall, which was built over a century ago in 1906. Those 107 years took their toll on the hall and it was decided that the time had come to build a new, multifaceted venue in Thornham. This venue took the shape of ‘Thornham Village Hall’ and was officially opened on the 21^st of September 2013.

The old drill hall was enriched with history and holds many memories for those who have lived in the village all their lives, and though it may be a sad time for many of them to see it go, the new village hall will benefit the entire community and is just waiting for memories to be made inside its walls.

The hall is more than twice the size of the old drill hall and contains two large kitchens, showers at either end, toilets and a main interior.

The new hall can be used for a variety of actives, such as; wedding receptions, dances/annual balls, parties, cinema clubs, cricket, tennis and bowls classes as well as dancing, Zumba and yoga classes. The primary purpose for the hall is to give people a place to go, meet and socalise and help relight the closeness of the community.

It will be suitable for not only adults but for young children and teens too.

With its sheer versatility and diverse variety of uses, we’re sure the hall will be all you want and more.

Thornham shoot

On the 21st of September a group of people went to Thronham to film the opening of the new village hall and the event of taking the sheild from the drill hall to the new hall. They film the out of the hall and some interior shoots. They then filmed the sheild being walked from the drill hall to the new hall as well as filming some people making speaches about the ocaasion.

pictures of the drill hall

Pictures of the unscrewing of the sheild and of some speaches.

 

 

 

 

The moment the picture arrived at the new hall.

 

 

Pictures of the crew shooting the event using a range of different equipment to make sure that they get the best result.

 

 

 

 

 

 

 

 

 

things to consider

• target audience - demographics know who your market is. Make it so that the audience can relate to it.
• where will it be shown? - websites, social network sites.
• have a good concept - make the promo interesting.
• location - transport, budget
• how long should it be? if its too short you wont get your point across if its too long it well get boring. For the promo it should be around 5 minutes.
• script - questions.
• speak to the right people. Try mock interviews to see how people react infront of the camera.
•  be responsive to the request. They may want a specific shot or a certain person to be interviewed.
• Rough edits.
• enjoy the exprience.

research on Thornham

Thornham



Thornham is a small village of 390 inhabitants on the North Norfolk Coast.
Thornham's old drill hall is being taken down and a new hall is being built. The community hopes this new hall will attract more people to the area. They are having a ceremony where they are going to take the sheild from the old hall and walk it to the new hall. Thornham has got a Facebook and Twitter page for you to keep up to date with all the information and events including the builiding and opening of the new hall.

Facebook - https://www.facebook.com/#!/ThornhamVillageHall?fref=ts
Twitter - https://twitter.com/ThornhamVillage





















Pictures of the new hall







Pictures of the drill hall.

Introduction

To record all your progress for unit 28 corporate video production. For this unit we will be looking at corporate videos. I will use to this blog to record my process and I will include some examples of  corporate videos.