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amberwallacephotography-blog · 6 years

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Moving Image

Development of Ideas:

For my own moving image I have decided to create a fashion video as if I was to show the video alongside a set of images, to act as a ‘behind the scenes’ portraying the techniques that went into shooting and achieving the final images. I am going to be using my research on different camera and editing techniques to help create an interesting and edgy video captivating the audience’s attention. I am going to be using a mixture of long shots and close ups of the model in order to capture and denote the different fashion pieces we are promoting.

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My short video piece is a documentary fashion video illustrating the behind the scenes of the process of photography. I have captured the different locations, poses, outfit changes and angles that go into producing a professional shoot that then reaches the viewer’s eyes. I didn’t want to create a dull and lifeless document which is why I have used the process of post production editing to make the video interesting enticing. I have used the software called Vegas Pro to edit my videos professionally.

I used editing to add pauses between the clips at the start of the video which I have matched the pauses with the beats of the song which I believe is effective because it makes both the video and the audio link together and compliment each other rather than looking odd together.

At 0:19 I have captured the model walking towards the camera, however rather than cutting the shot there I added the same clip again but reversing it to portray that model walking backwards. In my opinion this makes the video more unique and fascinating to the viewer.

I have then created a slow motion effect on the clip shown at 0:23 of the model spinning around. I used slow motion here because it efficiently captures the bag the model is holding which is the main fashion item that this shoot was promoting.

To portray the fact that we had moved locations during the shoot I shot a clip at 1:14 of some pink flowers that starts off blurred and out of focus but then slowly gathers full focus and is crisp and clear to the viewer. The reason I chose to capture the flowers is down to the fact that they set the scene and are featured again in later aspects of the video and therefore the viewer will remember having seen them in this clip and associate them with the change of location. Instantly after this I show a clip of the road name sign which further implies the change of location however also the change of outfit and a new bag.

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amberwallacephotography-blog · 6 years

Text

Moving Image

Development of Ideas:

I have started to research into different fashion influences and the way in which they promote and advertise various fashion items through the use of moving image.

The first video I have found that has inspired me is called ‘Winter Lookbook 2016-2017 - Shay Mitchell’ lasting 2:30 minutes.

https://www.youtube.com/watch?v=4LU7RY_VTUM - In my opinion this video is extremely effective and captures the audience’s attention due to the editing and the stylish way that each clip has been cut to fit to the music.

The whole point of this video is to sell the fashion products to the viewer and one of the ways this has been done productively is by the constant use of close ups. For example, at 0:17 the director has used a close up shot to capture the black boots and to portray all the small details more efficiently to the audience. This shot then cuts to another close up at 0:19 of the brown bag. I think this shot of the bag is effective because of the way they have used slow motion and slowly panned the camera down in order for you to see the entirety of the bag, from the metal chain to the ruffles at the bottom.

Furthermore, at 0:42 the beat of the song gets faster so therefore the editor speeds the transition between each clip making the shots faster and almost symmetrical the song.

It should also be noted that throughout the entire video there is a noticeable pattern and structure. Within the video Shay promotes 6 different outfits and the director has used the same structure to portray each item. It starts with a shot of the outfit as a whole however them goes into a close up of the shoes, to the bag etc. Having this structure allows the audience to have a sense of familiarity when watching the sequence as they know what to expect and when to expect it. I believe that this technique is effective in this moving image example due to the way it has been edited (very snappy and quick to the beat of the music).

Continuing with the idea of a fashion video I am going to be researching into even more commercial videos from big fashion brands and the way they capture their moving image fashion campaigns.

I began by looking at brands like Pretty Little Thing and their advertisements. I found some of their ad campaign videos such as https://www.youtube.com/watch?v=QvONkjQA2RY and https://www.youtube.com/watch?v=RLDHXoJmYVE and some more videos that were very similar to the two I linked. The directors of these campaigns are very good at keep a consistent and trendy style when capturing their shots and editing them. There are a lot of close ups used and slow motion effects to allow the audience to see the clothing being sold.

Whilst I am planning to base my work similar ideas and aspects as shown previously in my research videos I still wanted to research further into fashion related moving image videos that have a narrative. Therefore, I am going to be doing some more research on different fashion advertisements that feature some more context and content.

I have found a fashion advertisement video for Vogue called ‘ Céline Dion Takes Paris in the Best Couture Looks of the Season | Vogue ‘ - https://www.youtube.com/watch?v=exfR9QMN9Mk I prefer this video because there is more of a story/deeper context which has been added through the dialect of the model and through the different scenes that have been set up.

I have been conducting research into different moving image sequences in order to see the different techniques and approaches they take to make the moving image piece interesting and unique, whilst allowing the audience to understand what the director wants them to. I have also been researching different media terms to make my work more professional.

Different camera techniques:

1) Dolly Zoom/Vertigo Effect - This is when the director either moves the camera forwards whilst zooming out or vice versa. This effect has been used in various famous scenes from films over the years, for example it can be seen in Jaws. (https://www.youtube.com/watch?v=NB4bikrNzMk) In this scene the director has used this camera technique to create the sense of urgent fear and to denote that to the audience so that they understand that this is how the character is feeling.

2) Track is an effect used to help the camera move around smoothly, similar to way the human eye smooths things out when we walk. This creates a realistic feel for the audience as though they are seeing what is happening in the scene through their own eyes rather than a camera lens.

3) No Cut means that the director captures the scene within one shot without cutting the camera and starting from a different shot. This is used by Michael Haneke in the film Code Unknown. He uses this effect to follow the story between different characters in the scene however without cutting each shot.

4) 180 degree rule is when there are two people in a scene and the camera can only move within 180 degrees to keep the characters consistently in the same left/right relationship. This effect is used to stop any confusion for the viewer, allowing them to become familiar to the characters and not left questioning which character is which.

5) Directors like to create an effect of moving time/space in their films. An example where this has been used is in the film Pulp Fiction. https://www.youtube.com/watch?v=jpMxpzfSRUA this scene uses the idea of expanding time by creating lengthy shots on the different things happening at that time in the scene. E.g. the camera shows the man, then the woman, then the needle and then the man that is counting down. This creates the idea to the audience that time has been prolonged when in fact it hasn’t, this is just used to build up the suspense to what is about to happen.

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