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art direction for TVC

meredith randell

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Who am I?

Student visual artist: painter/photographer

Public TV sponsorship & production

TV news & documentary production, writer, producer, researcher

Student/Graphic Designer

Writer/Director/Graphic Designer

Student/Producer

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What does this have

to do with art directionfor TVC?

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Definition of site

Production Design is a visual expression of an idea casino

dress code

who works there

main activity: gamble

my work online virtual environment

create a thematic look and feel which usesnon-hegemonic language and context who the character are

what the characters do

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What is production design?

defining overall look and feel of film

design the sets or sites

find locations or sites

describe who the characters are visually

reflect the genre

indicate the action/activities

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What is look and feel?

Big Chill

Fight Club

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What did they tell us?

location

characters

action

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What does this have

to do with art directionfor TVC?

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Where do creative directors

and directors get their ideas?

other visual media:

art,

fashion

print

TV

internet games

film

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Art direction for TVCuntil 6pm: I will;

give you some categories,

discuss some visual communication techniques, and

show inspiring examples of impressive art direction in film,which we will deconstruct using categories and techniques

6-7pm: I will give you a scenario and YOU are going to;

come up with a concept for a TVC

storyboard your TVC

shoot your TVC using in camera editing

7-8pm: WE will;

have a look at 3 or 4 of your TVCs, and

deconstruct using categories and techniques

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Key considerations

purpose

context

audience

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TV is different from Print

action because you can

movement demands attention

demonstration creates believability

make it worth watching entertain

engage emotions

storytelling

Experience Economy

simplify concepts dont dumb down

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Make it worth watching Funny

Clever

Slice of life Testimonials

Demonstrations

Problem solving/insightful

Use a character Ronald

Branding

Music/Sound/Song

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Identify the key visual

money shot

hero image

thematic image

makes a lasting impression

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Aristotles rule of 3s

Story: beginning, middle, end

Idea: intro, expand, conclude

Joke: grab, set-up, punch-line

3 beats

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TVC categories

spectacle

ideas

instruction/reconstruction

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Spectacle

aesthetics of form, pattern and behavior

anthropological distance ie. God-like

lifestyle, group activities

ie. teams

examples

Big ad

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Ideas

clever

simplify big concepts dont patronise

examples

Mucky country Hills

Hands

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Composition(leading the eye around image)

rule of thirds golden mean, golden rule

exceptions - use of central focal points

balance & symmetry star of the show

perspective & depth

line, shape or form props

framing

spatial awareness inclusive, welcoming

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Camerawork (eyeline)

must follow logic of piece

whatever you do, make sure you can justify it

easiest way is to be the camera

reading of camera angles from above: insipid, small, unworthy

on the eyeline: documentary style, neutral, mediation,

equal or confrontational from beneath: hero-pose, grand, positive, dominant

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Continuity of shots (strategy)

drawing in:

establishing shot to personal

ie. wide, mid, CU

expanding out:

personal to overview

ie. CU, context, wide

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Colour

spatial awareness

emotional awareness

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Can I make this better?

see checklist

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Films Kubrick

Clockwork Orange

Dr Strangelove

2001 Eyes Wide Shut

Cao Jiuping Raise the Red Lantern

Ridley Scott

Alien Blade Runner

Barney The Order

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But first

demonstration of deconstruction

discussion

visual design special feature for

The Exorcism of Emily Rose DVD

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Kubrick

Clockwork Orange

Dr Strangelove

2001

Eyes Wide Shut

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Cao Jiuping

Raise the Red

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RidleyScott

Alien

Blade Runner

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Barney

The Order

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Questions?