Transcript Spot Production PowerPoint

RTV 322
TV Spot Production
Continue reading about and
discussing technical issues,
while planning for
content creation
Basics
• Production types
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VO, studio, chromakey, field (single camera)
Lower third graphics
Music creation / Motion graphics
Issues: cost, crew, complexity, time
Lighting and sound -- studio vs. field
• 2-column script
– Video left / audio right
– UPPER CASE ; Upper / Lower case (No real standard)
Content development
• Writing class
• Client, objective, target audience, sales
theme, (bonus items), positioning, approach
• Creative concept development (next)
• Initial script / brainstorming
• Final script with final production
• Brainstorming -- how can you be creative?
Creative
• The key to good content
• We’ve discussed Target Audience and
Appeals
• Chapter 1 gave us foundations of story
development
• ‘Directing’ – we talked about interpreting
the script
Creative spots for ...
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Sweeties Donuts
Commerce Funeral Home
McDonald’s
Brookshire’s
Latson’s Printing
SGA at TAMU-Commerce
Sample spots
• Testimonial style (objective point of view)
• Chromakey On Cam and VO
(presentational pov)
TV spots
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:30 or :60 (:29 or :59)
Fade in / fade out spots -- not cut in / out
Average pace -- each shot :04 - :07
Average pace :60 ... 15 - 18 shots
PSA, Promo, Commercial / term ‘spot’
Local vs. national quality
Dated vs. ‘evergreen’
PSA project work -- PSAs must be evergreen
Production terms
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Fade -- to black or from black
Cut -- instant change, picture to picture
Dissolve -- overlap picture to picture
Wipe -- pushing picture with new picture
DVE -- digital video effects
Swish pan / whip pan, snap zoom
“Invisible edit”
Production terms
• WS / MS / CU, 2-shot, O/S (OTS), chest
shot, waist shot, knee shot, full shot
• Framing shots
– rule of thirds, eye line, cut off line, head room,
look space, lead room
– Symmetrical / asymmetrical
• Eye level / high angle / low angle / canted
Production terms
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Pan -- L / R lens moves, base does not
Tilt -- U / D lens moves, base does not
Truck -- L / R cam & base moves
Dolly -- I / O cam & base moves
Zoom -- zoom lens move, cam does not
Arc -- semi-circular (dolly & truck & pan)
Boom / pedestal -- up /down angle change
Production terms
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Pan, tilt, truck, dolly, zoom, arc, boom
Crane (dolly grip & cam operator)
Tracking (dolly grip & cam operator)
Jib -- camera moves / operator not on
Robotic / copter / cable / follow me
Steadicam
DVE movements
Production terms -- audio
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VO
On Cam
Establish
Hold Under
Fade
Delivery directions
Script
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Indicate frame by frame what will be seen
Match audio with video
Have a script ready for ‘talent’
Do not give sound bite guests a script to
read -- ask questions and get answers
• Close mike all speakers
• Frame shot presentational for spokesperson
and ‘objective’ for SB guests
Shooting
• Lighting
– Well lit subject and background, no backlight
• Audio
– Close miking / mixing
– Background noise
– Spots normally have no ‘nat sound’
• Framing
– Background content along with previous notes
– No blank walls
• On cam times vs. VO times
Editing
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Varied transitions
NO jump cuts / no pop cuts
Mostly CU, MCU, MS
A few WS / establishing shots
Edit picture to sound as appropriate
Make music bed (training)
Use Motion (training)
First Shoot & Edit
• :30 promotional video that tells the story
without audio
• 409 student shows
• On campus events, programs, entities
• Non commercial
• Creative idea – develop the script – shoot -edit