Story board

This is the story board i created for my viral advert, the reason there are limited scenes is because my sequence is all in one shot and the advert is only 45 seconds long, this is why there are only three noticeable changes in the sequence and these have been drawn in an anamorphic style.

The way i would construct this in after effects would be using a 3D animated model. On youtube there is a channel that uploads green screened 3D models, this is what i would use for the plane, this operates on the X,Y and Z axis. The explosion would also be from a plug-in called 'action essentials', this is a program that has endless sources of visual effects. The coke can would be a .PNG, i would achieve this by opening an image in photoshop and cutting out the background to leave the coke can on its own with just the alpha channel in the background, this is what a .PNG is, there is no background all you can see is the alpha channel which is represented by chequers in photoshop. The background would just be a .JPG image, i would also add in a .PNG of a cloud to give the sequence a 3D perspective.
The graphics would be achieved by a simple text layer in after effects. The sound would be downloaded from the internet, i will be using royalty free sound for copyright reasons.

Proposal/ Treatment

'Coke, it has explosive flavor'

For my viral marketing advert i am going to create a slightly comical and dark sequence. There is going to be a plane and a coca-cola can, the can will destroy the plane, then the logo and slogan, 'coca-cola, it has explosive flavor' will appear. The reason i am going for a slightly darker comical aspect is because it will appeal to a wider range of audience, it is elaborate but precise, it conveys the message that coca-cola's taste is comparable to the extremity of a plane exploding, this is the marketing route i am going for. My timescale is fairly relaxed, this is a task that will be achieved all digitally, via after effects, so i don't have a specific time that i will be creating it, but in terms of overall time scale it should take no longer than 2-3 hours in total. My budget for this task is £0 as mentioned previously this is all done on after effects, so unless the cost of the program is taken into consideration there is no budget, this is a non-profit advert.

Shot list

For my Viral marketing advert it has all been created digitally, therefore it was all in one shot. the shot begins with the plane in the distance and it begins to fly towards the camera, when it is fairly close to the camera the coca-cola can hits the plane that falls from heaven, the plane explodes and spirals out of control, then the logo and slogan appear.

The plane would be animated along the X,Y and Z axis, this would give the effect of the plane coming towards the scree, for this perspective is going to be important.

Viral advert

This is my visual effects advert, this was completed by several different stages on after effects and premiere pro.
Firstly i went on to youtube and found some stock footage of a plane flying on a green screen, i then found stock footage of something flying through clouds, i also downloaded the coke can and logo in PNG. format, as well as the explosion.
The first thing i done was drag the footage of the clouds in to the new composition box, to make the flight seem realistic i had to reverse the footage of the cloud, to achieve this i used the time lapse tool, this allowed me to reverse the footage, the next thing i done was drag the footage of the aeroplane and re-size it. Because the footage was shot on a green screen i needed to remove it, to do this is used the tool on after effects called key-light, this removed the green screen.

The next stage of the production was to make the composition, the footage of the plane and sky were set up, the next shot was the coke can, to do this i dragged it on to the composition and re-sized it, then key framed it so it would come from out of the shot to in the shot then hit the plane, in order to achieve this i had to keyframe the opacity, rotation and position. After the coke can hits the plane it is meant to explode, so for this i dragged the video file of the explosion on to the composition, i then used the blending mode 'multiply' so the black background would be removed, i then had to keyframe the opacity and  position so the explosion would appear in the right place at the right time. After the explosion the plane fly's out of control, to achieve this i key framed the rotation and position of the plane.
After the explosion there is going to be the coca-cola logo and the caption, to achieve this i key framed the opacity and scale of the logo and then made a new text layer and key framed the opacity and scale of that.
The final stages in premiere pro were adding the sound effects and music, i then rendered it in H.264 and uploaded it to YouTube.

Case study for Formats

Video comes in several different formats, each one has its different uses, for example, certain devices, (apple, windows, android, mobile, TV, CD, Gaming platforms and so on). 

Here are some examples of 
common formats: MPG, MP4, MOV, AVI, WMV, FLV, SWF, 3GP, ASF, C-DNG.

The definition of lossy: Lossy is a form of file compression in which unneccasary data is lost and consequently quality is lost as well, an example of this would be an audio file, (MP3,WMV), if the file was lossy then the high and low end frequency would be cut to make the file smaller, this would result in a watery sound and a loss in dynamic range, if there was an image, (JPEG,GIF,PNG) and the format was lossy then you would be able to see pixilation and blurriness.

The Definition of lossless: lossless is the complete opposite to lossy, the file is raw, so nothing is deleted, so the file is the original size that it was shot/recorded on. 

Video

MPEG/MPG: MPEG is the abbreviation for the company, 'moving pictures experts group', and this is a compressed format, although it is compressed it still maintains a majority of the original quality. This is a popular format for videos on the internet.

MP4: MP4 is a format that allows the storage of moving image, audio, graphics such as subtitles and images, this format can also be used over the internet.

MOV: is a format developed by apple and is used across apple platforms such as macs, iPhone, iPad and apple TV, it is also compatible with windows, to use this format the program quicktime is required. This format can hold video,audio and graphics.

AVI: AVI is Microsoft's format and can hold audio and video, the quality is quite near to RAW but it consumes a lot of disc space.

WMV: short for windows media video, this format was originally made as a competitor for the real video format, the current version WMV 9 is beginning to become a popular format for blu-ray discs and is comparable to H.264.

FLV: FLV is a video format designed for the internet that runs using the program Adobe Flash Player. this format is a common choice for video streaming such as youtube and google video.

SWF: SWF is a file extension for a shockwave flash file, it was created by macromedia but is now owned by Adobe. SWF stands for small web file, it can hold audio and video swell as vector based animations.

3GP: 3GP is a compressed format of MP4 and is designed for better streaming on mobile phones.

ASF: ASF stands for advanced streaming format, this is designed by Microsoft and its purpose is to stream multimedia files containing video, sound, graphics and animation, it doesn't rely on any operating system so it is a universal format.

C-dng: c-dng stands for cinematic digital negative. It is a raw format created by Adobe, it is  used for cinematic footage, (4k), it is a lossless format.

Examples of formats

Another example of formatting is Netflix. Netlifx hosts TV programs and Films that were probably shot and compressed in several different formats. Netflix originally encoded in the format WMV3 and WMA (which is a lossy format), but has recently changed to Microsoft silverlight technology alongside a VC-1 advanced profile encoding with play ready DRM. Netflix also has the option of streaming in HD as well.

Youtube has a fairly similar system to Netflix, apart from the fact that it encoded footage in an FLV format, youtube is slightly different to Netflix because footage can be uploaded from several different devices, ranging from 4k raw footage to footage from a mobile device. FLV runs off of the adobe flash player, this is a very diverse format and is lossy, the reason this is a diverse format is because youtube can now host 4K footage, there are some aspects of the footage that are lost, for example after analysing a 4k clip the footage can appear fairly grainy but other than that the quality holds. Below is an example of a 4K clip
https://www.youtube.com/watch?v=bYP4wKD-6J8

Games are commonly in the format ISO, the game trailers are normally in a .MOV format as they're rendered, the audio from the trailers are commonly in a WMA format. an example of this is the new E3 assassins creed trailer, this is an example of how much game trailers have developed over the years, they're almost like short films, the 3D animation and sheer detail in them makes them cinematic and visually flawless. The game trailers would be lossless as they're rendered so there is nothing to compress.

https://www.youtube.com/watch?v=xzCEdSKMkdU

Mobile devices are becoming the dominant market for video watching, the iPhone streams footage in a .MOV format, this is a format exclusively for apple devices, it is a lossy format and can host audio and graphics as well, this is a very diverse format as it can accommodate any apple device. Streaming programs such as Netflix and youtube are also available on tablets and phones now and is becoming the more common form of viewing.

Short films can range in their format, for example if a film was shot in 4k raw then it would be in a C-DNG format which is lossless, but if it was shot in standard 1080p it could be encoded in .MOV, .MPEG or .FLV if it was being uploaded to youtube or another video streaming source.

Final major project

I have created another blog for my FMP, i have done this as i feel it would be more organised and easier to manage documents. Link below

https://www.blogger.com/blogger.g?blogID=7134704507526302343#allposts

beat sheet (Football Factory)

1. Opening image- the opening image in football factory is stock footage of football fights, this begins to submerse the viewer into the theme of the film (1)

2. Theme stated, the theme is stated in football factory when the film begins, the opening scene is of the main gang preparing for a fight, this sets the theme for the film as the viewer knows it will orientate around rival football gangs fighting (5)

3. Set-up, the set up of the film is established when the main gang reveals their motifs for fighting, they're chelsea supporters, they go and fight teams they are playing on the day, this tells the viewer that the film is going to consist of rival gangs fighting (1-10)

4. Catalyst, one of the gang members announces in excitement that they want to play against Millwall, this establishes who the main rival gang is going to be and then the viewer knows that they will inevitably face Millwall (12)

5. Debate, the main characters debate about who they're going to fight, and further build suspense and excitement for the rival gang fight (12-25)

6. Break into two, the two old characters of the film are emigrating to Australia, this is a story that runs along side the main one, their anticipation of moving to the new country. (25)

7. B-story, Along side the gang violence, one of the main characters sleeps with one of the rival gangs sister, this creates a personal grudge out of the football violence (30)

8. Fun and Games, at this point in the film the gang face another football gang and beat them to a pulp, this is what the viewer wanted and for this section of the film there is non stop fighting. (30-55)

9. the midpoint of the film is when the fighting comes to a stop and all of the story lines begin to link together, the personal grudge begins to seep into the main storyline and coincidences begin to occur. (55)

10. Bad guys close in, The rival gang finds the name of the man who slept with one of their sisters and begins searching rival gangs pubs, the tension is building as they drastically search for this character. (55-75)

11. All is lost, this is not linked to the main storyline, but one of the elder men who are moving away dies, this throws the other ones plans out of proportion, as well as this some of the gang members are arrested.  (75)

12. Dark knight of the soul, the other gang members being to contemplate the final gang fight, and consider whether it is worth the risk as they know there is a personal grudge involved as well. (75-85)

13. Break into three, as this film is quite simple in terms of story line, this means there is not enough content and complexity to split the film into three, ( 85)

14. Finale, in this scene there is the final anticipated fight between the two big rival gangs, this is the most action packed scene and there is both story lines, the football rivalry, (as the gangs are fighting) and the grudge as the character who slept with one of the rival gang members sister is dragged to one side and beaten with a brick (85 to 110)

15. The final shot is of the youngest gang member being shot in the head in a toilet, this is a message to the viewers that this act of violence will push the gang away from the violence and back to normal lives, this is also backed up by images of the characters in the credits with their '…. is currently living in…… and doing……'