Film：One second

link：https://www.youtube.com/watch?v=7HUFWM9h8BY

IMDB link：https://www.IMDB.com/title/tt8959680/

This clip is chosen from the film One second. The film is director by Yimou Zhang, he is one of the famous Chinese directors in the world.

The whole story is around stealing and returning a roll of film. The story happens in a  village which they can only watch the film once a month.

This clip I have chosen is from 00:21:17 in the film. What happened here is that the film projectionist has received the lost roll of film return by the man(the girl steals the film at the start of the film).

The dialogue mainly happens between the film projectionist and the man. This clip involves 4 cameras. The camera positions are showing on the screenshot. From the screenshot, we are able to discover the 180-degree line is able to be drawn by the film projectionist and the man. The director has chosen to place 3 cameras on the left side of the 180-degree line.

Camera B is a camera with a smaller focal length creating a wide shot, the purpose of this shot is to give out the information of the environment. By creating this look the camera needs to be in the middle of 2 parts. So that it can cover all the characters in the frame.

Camera A is a mid-shot involve the man and the girl. This shot has shown the reaction of both characters. The focal length is around 50mm to 85mm. This range of focal length is great for the filming human character. By following the 180-degree rules, the camera is position on the left side and it has chosen to be the middle of two characters.

Camera C starts with a long shot then it becomes a mid-shot during the conversation. The focal length is around 75 to 85mm discover by the compression of the lens. This position also involves the pan and till of the camera when the film projectionist has reviewed the role of the film.

Camera D is a close-up shot with a focus length larger than 85mm, the purpose of this shot is to show some detail of the film. The camera D position has across the 180-degree line. But the audience isn’t feeling any chaos. Because the last shot has present that the projectionist is holding the film. Those information has linked the shots together while it breaking the rules. The backlight coming from the window also breaks out the film from the frame.

Overall, the camera position is chosen carefully by the director and it works very well in the clip.

Week 3

At the start of this week, we have look at some films and analyst the camera position and lens used in the shots. we discuss how to use the fixed camera position with different perspectives to develop the shots and push the development story.

we also starting to learn 180-degree rules. This rule is the basic rule of multi-camera filming and editing. The meaning of the 180-degree rules is that all the cameras should stay on one side of the 180-degree rules line while during the conversation between 2 people. The 180-degree line is the straight line between characters during the conversation. The camera position should be at least 30 degrees different in the 180-degree rule. Otherwise, it feels like a jump cut during the editing. If the camera position follows the rules, the character will always stay on one side of the frame. That will create continuity for the audience while they are watching the film. otherwise, it will create chaos for the audience, because the character is switching all the time. These rules are always followed in filming and editing. However, there are some situations of breaking the 180-degree rules. If the information of location and character are giving enough the rules are able to be broken. The 180-degree rules should be considered in the filming process at any time. The rules should follow all the time unless the broken is necessary.  The drawing of the floor plan should show the camera position base on the rule. In that case, all crew member is able to discover where the camera position is.

In the following Thursday class, we are given to choose one of the five scripts and design how to film it before next Thursday. I choose script 2c as my creation. At the starting of the processing thinking, I will set up 4 angle shots to present the script.

Week2

During this week’s classes, we talk about camera and lens. We also saw some clips of single shots in the classes.

In the classes, we focus on the focus length. Before we start we did an experience of pinhole images. the image is upside down after it goes through a pinhole. This is the physical principle of the lens. Everything that relates to the camera lens is built by the derivative of this principle.  Later on, we talked about the difference between lens angles.  The focal length is showing by millimeters. A wide-angle lens always has a smaller number. opposite, the long lens always has a larger number.  A wide angle lens is able to catch more information than a long lens. A wide-angle lens always uses for setting up shots. It can bring the audience a view of the overall environment.  on the other hand, Long focus length is able to create beauty out of focus. The long lens is also capable of compressing the object in the frame. The looks that a long lens create are able to attract an audience to the character.

We also watch some single-shot clips and analyst the use of the focal length. Those shots are shot by different focal length lenses in different locations. Each of the use of the camera lens has its own purpose in the clip. the choice of the focal length is around the development of the scence or how the character needs to be present in the shots. Also, the size of the camera sensor is an element to consider during the choice of the lens. smaller the sensor size needs a smaller focal length to ahieve the same looks compare with a large sensor.

Furthermore, we discover that the camera needs to use the pan and till while the character is moving during the acting. The character should catch in the frame anytime.

Base on the learning of this week, I have a clear understanding of the difference between the camera sensor and focus lens. I also have a mind on how should I choose the lens in the future.

Week 1

According to learn this studio, I understand how to make films professionally. Before I learn about this studio, as a film editor and camera operator, I often communicate with the director about the scenes and shoot. When it comes to the editing part, I often use multiple scenes to cut back and forth and use special techniques to edit the film. After I know about this studio and took this class, I learned that it was very different from some of the things I had done before. First, there are the preliminary steps to making a movie, I need to need to make a floor plan with the director, the floor plan should be based on the director’s storyboard. I also learned that a floor plan could save a lot of shooting time, and the positioning of actors and the moving track of the camera could be seen intuitively. Second, when editing a movie and video, I don’t have to cut the scene to another scene as I did before and don’t need to use a lot of special effects. Because through this week’s study, the teacher shared 6 clips with us, in which all the scenes were one shot without cutting the scene to the other scene. what these clips finally show me is also a very good feeling. This made me understand that I can’t blindly stitch together a lot of pictures in order to look good in editing. I need more consideration about the design, how do you get what you want as fast as I can so that I don’t have to spend a lot of time putting together pieces when I editing.

As I said above, what I gained the most from this week’s study is we need to make a floor plan and storyboard when we make a film or video, it’s very important because these allow us to get things done more efficiently.

A4 reflection week6

This week we are focusing on the writing of return brief.  I read all document provide in the client document. After I read all information provided，I had a clear understanding of what the client wants, what is the key point the willing to achieve.  Base on the understanding I write message, tone and mood board of return brief. before I start I had a discussion with my teammates, and we found the way how our team is going to plan Mccelland’s social media channels.

As I reading the document provided, I found that Mcclelland Gallery is looking for a new way to increase their brand awareness and attract new audience. The main audience group is female in middle age, so in the next 10 years, the demand for ladies purchasing artwork will decrease because of the growing age. so that the client is willing to increase their audience from17-30, the new audience is able to cover the demand for purchase in the next 10 years. The best attract audience in now days is using the social media platform.

By understanding the business purpose, it is clear to design a social media plan for the client and help them achieve the gold they are looking for.

link:https://www.instagram.com/p/CAC7FnAFwZS/?utm_source=ig_web_copy_link

https://www.instagram.com/p/CAC7FnAFwZS/?utm_source=ig_web_copy_link

Provide the name of the practitioner, the title of the work, the date when it was made, and a link to the work. 

🌞 Olafur Eliasson, The Weather Project 2003⁣
🌻 Ai Weiwei, Sunflower Seeds 2010⁣⁣
⚪️ Hyundai Commission: SUPERFLEX, One Two Three Swing! 2017⁣⁣
​📯 The Unilever Series: Anish Kapoor: Marsyas 2002⁣
​🔴 Yayoi Kusama’s Obliteration Room 2012⁣
​🛢 The Unilever Series: Carsten Höller: Test site 2006⁣

Provide some context on the visual content by summarising the content, the context of publication, and the audience it targets. 

Those are some artwork showed in the Tate gallery. Base on the artworks, the media team in the Tate gallery has created this content to attract people who are interesting in the art to visit their page. When people visiting the Tate gallery’s social media page, brand awareness has increased. some potential consumer will consider visiting their gallery.

How was the visual content made technically? 

The artist has used professional equipment to make their visual content. some of the artwork has used the tilt lens to photography it. what I can see in the artwork they all obey the rules of the golden section and golden curve. all the important viewing point are created base on it. Also, the artist has a plan for how the colour can help the development of their artwork. Those colour they use is almost 180 degree on the colour ring.

How does this piece of visual content fit into the art galleries media and communication strategies? What is it trying to achieve? 

This content is full of artwork showing before, that is how it relates to the Tate gallery. by posting this type of content, the Tate gallery is able to attract people who are interesting in art. when those people get interested in the Tate Gallery, the purpose of this social media content has success.

Why did you choose this particular work?

I am attracted by the first few pictures. when I first look at the photo, I just realize the colour of the photo. However, when I looked closely I find a lot of interesting detail in the photos. for that artwork photos, I am surprised that they made the artwork full of idea.

What do you find inspiring about the content and form? 

I am inspired by those photos and ark work. The artist has found a good location and his photo is only present by line and shape. Those elements are the most simple element in our daily life, the artist can use it to produce that great artwork, I would like to try their way of creating in the future.

Q1: What is your understanding of ‘brand awareness’ in this context?

In my knowledge, brand awareness is one of the most important elements of marketing. It’s the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. Brand awareness is the very first if a consumer choosing a brand. Base on the awareness of the brand, the consumer will choose to understand the product of the brand and the story of the brand. They may have a preferred product and purchase it later on.

Q2: How are art galleries using media content to expand their ‘brand awareness’?

What Art galleries do is that they will create content by photo or photography and upload it on social media. Their marketing team will plan how the content reaches the potential consumers. this plan includes people, age, sexual and hobby. base on the data from each social media platform database, they are able to select people who will be interesting in art and make them see the content to create brand awareness. As the answer to the first question, the very first thing a potential consumer will notice is brand awareness. beyond that, the content must have a strong connection with the art galleries. If a potential consumer sees the content he may keep on a search about this art gallery and plan to go to the show.

For example, we are able to find NGV’s Instagram page on social, what we can see is the marketing team has present a lot of artwork and some footage of the newest activity in the gallery. By analyst the post we are able to identify that there are lots of people getting interesting in the gallery after they read those content, some of them already made the decision they will go and visit NGV. this is a great marketing work base on the building of brand awareness.

Q3: What media and communication strategies are art galleries using to guide the production of content?

I search for Tate galleries. They have their official media page on Instagram. when I look through their media, I see their media page are full of photos, those photo on the post has covered a huge range of different style artwork, historical photos and some of their exhibition.

what I can see is that their page is full of content. those content all relates to the gallery. Their content has connected the different artwork together.  what their social media team has to do is to share those content and make them reach their potential consumer. By reaching those consumers they are able to attract the visiting of their social media page and grow their brand awareness by growing fans on social media

reference

En.wikipedia.org. 2020. Brand Awareness. [online] Available at: <https://en.wikipedia.org/wiki/Brand_awareness> [Accessed 22 August 2020].

link：https://www.instagram.com/p/CEZLEqXBIyu/?utm_source=ig_web_copy_link

https://www.instagram.com/p/CEZLEqXBIyu/?utm_source=ig_web_copy_link

How did you author the video you recorded for upload to Instagram?

I used DJI Mavic 1 to film this clip. I set the mode in dlog to increase the dynamic range of the footage. later on, I set the speed on 1/50 because it is able to connect two frames with motion blur, it is the best performance shutter speed base on 25 fps. I also add an ND filter to decrease the light going in the coms.after that I transfer the footage into my computer edit with the premiere. I had done the animation of the title in after effect. when I drag Ae file into premiere it is able to transfer the footage from Ae to Pr by the import system carry by the premiere. It’s quick and easy to get the title in the video, but design in Ae has taken a lot of time.

How did you publish the video you recorded for upload to Instagram?

After every process is done, I output the video and airdrop to my phone. after I choose to upload on Instagram by 16:9 format. I didn’t use any filter provide by Instagram.

Introduce your video work in relation to responding to the conceptual brief and the
guidelines on the form.

This work is filming Melbourne city.  Melbourne is a quickly developing city. the speed of its’ development is faster than we arere. the very first I start my learning in Melbourne there wasn’t that much apartment in the city. However, with the past 4 to 5 year time, the city of Melbourne has to come so differently. Most of the Space has been using to build those tall apartments. this also happens in all sub around.

look backward, those cities or country develop so fast has all meet bubble economy in one day. what I see Melbourne is right now is creating the bubble economy, I hope it will not be an issue for Australia if the bubble brokes one day.  Even the city looks so beautiful, the danger has already started growing.  COVID 19 may be the starting of the breaking of that bubble.

 What did you learn from the authoring and publishing process?

Nothing. everything about publishing is the same as assignment 1. Those skill of filming, editing and colour grading I learn long ago.

 What went well?

everything went well, I got the shot very easy. I fly just 3 times to get this shot.

 What did not go well?

the battery, I didn’t bring enough battery. so it has only lasted for 10min flying with the battery I carrying. this is an issue that I am lazy of carrying another battery for backup.

 What could you do better?

I think I can increase the quality of the title in the future because it was a1080p but I drag it into 4k sequence. once it zooms in there will be lost of quality. good news is that it can’t be seen on Instagram but when I watch it on my screen  (27 inches) it will show the issue.

 Respond to the studio prompt question ‘How do the affordances of Instagram affect the
way video content is authored?‘ What insights can you add in response to this question?

I think affordances are very helpful. the design of uploading is very humanized. we are easy to edit the video or photography during the uploading process. Instagram has provided the freedom of ratio between 1:1 or 16:9. it also adds lots of filters to choose if people need it. It also designs tag topic system and @system for the user to use during publishing. So when creating the content, we are able to focus on the main idea rather than focus on so many disturbing things.

link:https://www.instagram.com/p/CEUJgF1Bl1N/?utm_source=ig_web_copy_link

https://www.instagram.com/p/CEUJgF1Bl1N/?utm_source=ig_web_copy_link

How did you author the video you recorded for upload to Instagram?

according to a brief update, I have short some photography rather than videos. I talked with my friend with this idea and she agrees to help me with those photos. we spend 5day to get our idea done. we plan the location and the clothing use a Sony A7m3 to shot the photos.

How did you publish the video you recorded for upload to Instagram?

when I finished the shooting. I import the photo into my computer and use photoshop to do the editing. I had to adjust the colour of the image and retouching the skin of the photo. after everything is done, I airdrop it into my phone and upload on Instagram. I choose 1:1 format when I upload because using this frame rate is able to bring the focus of the audience on the main character. i didn’t choose any filter when I upload.

Introduce your video work in relation to responding to the conceptual brief and the
guidelines on the form.

This mind came from a story about a princess being house arrest. The house in the time is huge and it feels like the manor in western culture. so what is she been lock in the house, there are enough space and time, but she is not allowed to walk ours from the place. base on this I want to compare the with stage 4 during COVID 19. In some way, these two situation are similar, people can only stay at home with some freedom and look out from the garden or window. our society has grown quick and it is kept on getting bigger. however, COVID19 has brought every back to home and the increase of human society has already stopped for a long time.

 What did you learn from the authoring and publishing process?

I watch some historical document about the style I am looking for. what i learn is some history story from the book and articles.

 What went well?

everything was great.

 What did not go well?

we spend too much time on those clothes because it is quick big an heavy. when I upload to Instagram there are some VPN issue I spend some time to fix.

 What could you do better?

I think I can develop more on the clothing. i should consider a darker style to fit bring more about conceptual.

 Respond to the studio prompt question ‘How do the affordances of Instagram affect the
way video content is authored?‘ What insights can you add in response to this question?

I think affordances are very helpful. the design of uploading is very humanized. we are easy to edit the video or photography during the uploading process. Instagram has provided the freedom of ratio between 1:1 or 16:9. it also adds lots of filters to choose if people need it. It also designs tag topic system and @system for the user to use during publishing. So when creating the content, we are able to focus on the main idea rather than focus on so many disturbing things.

link：https://www.instagram.com/p/CEY5mQ7BcHs/?utm_source=ig_web_copy_link

https://www.instagram.com/p/CEY5mQ7BcHs/?utm_source=ig_web_copy_link

How did you author the video you recorded for upload to Instagram?

I film the video clip with my camera, then edit it in the premiere. the video was recorded in the 3 picture profile and colour grade after editing.

How did you publish the video you recorded for upload to Instagram?

i use premiere to edit and colour grade this video. Then I output the video and airdrop to my phone. after I choose to upload on Instagram by 16:9 format. I didn’t use any filter provide by Instagram.

Introduce your video work in relation to responding to the conceptual brief and the
guidelines on the form.

Some things and emotions cannot be expressed in words,  In this fast-developing city, time goes very quick, it is hard to find the peace space to contemplation. But music is able to create a world of peace and it is can be anywhere. people in the city can only use this type of way to peaceful their mind. The video is about a girl contemplation in her peace mind with music, it is something beyond her everyday life. the normal life she has is the busy working life. so she is looking for the peace beyond her daily life in music.

 What did you learn from the authoring and publishing process?

Nothing. everything about publishing is the same as assignment 1. Those skills of filming, editing, and colour grading I learn long ago.

 What went well?

the shotting went very well, we had planned it long ago, so we film those clips quickly. The dancer has a great performance on her dancing while we creating the clips

 What did not go well?

Nothing went bad, everything was great. the data is safe and I back up the data once I finished filming.

 What could you do better?

Colour grading. I choose to use black and white is because there is a green colour I can’t deal with in the original clip. I may need to improve my skill in colour grading.

 Respond to the studio prompt question ‘How do the affordances of Instagram affect the
way video content is authored?‘ What insights can you add in response to this question?

I think affordances are very helpful. the design of uploading is very humanized. we are easy to edit the video or photography during the uploading process. Instagram has provided the freedom of ratio between 1:1 or 16:9. it also adds lots of filters to choose if people need it. It also designs tag topic system and @system for the user to use during publishing. So when creating the content, we are able to focus on the main idea rather than focus on so many disturbing things.