M3 - Edit Decisions

Edit Decisions

Vinyl recording.MP4

This rush is the first thing that will appear on the promo. It will be accompanied with some text that says "HMV Presents", "HMV" at the top and "Presents" at the bottom. The text will be the same magenta as the HMV colour scheme and a font equally similar to the HMV logo. This immediately tells the viewer what the promo is by association with the HMV brand. The video of the vinyl record will be in the background, with slight movements and shaky camera to keep the audiences attention on the screen. It will be an overhead/birds-eye camera angle so that the camera fully sees the vinyl recorder, including the middle part where the circle disk sits that can hold the text in for special effect. This clip was recorded by me using our own vinyl recorder. We chose the vinyl recorder because it is what the HMV brand is commonly known for, meaning that imagery will attract the needed audience. However, we also chose the vinyl video not only to show what HMV is usually about, but to also subvert their expectations by showing the newer stuff they're associated with.

Switch.MP4

This rush plays after the Hasbro part of the promo. The only reason that, and a few others do not have rushes is because they are graphics that are created by hand on the computer, meaning I edit them into the promo in the editing process. The switch rush show's a first person perspective of someone using the Nintendo Switch, scrolling through the games before clicking on one and looking up. The camera then flashes to white to look at a mid-shot of table of Nintendo Switch games before moving to the next scene. This part is 17 seconds long in the rush but only 8 seconds in the edit. I made it shorter by speeding up parts of the clip and cutting to one thing to another in a fast pace that flows well with the rest of the advert. We chose to do these shots like this to make the audience feel like their part of the advert and using the switch themselves, which would engage them even more.

Earpods.MP4

This rush plays after the Kenji part of the promo, which is around the half-way point. This uses multiple photos to create a moving image, in this case being stop motion as the objects move from one frame to the next. This helps bring life to the product and scene rather than being a stilted image, even though I do use a stilted image at the end of that scene to show the other electronics. It shows a birds-eye view of an earpod case spinning twice on a table. It then cuts to a mid-shot of all the products on a table, like the Switch segment, with the picture rotating slow for a few seconds before picking up speed and ending. I've done this to keep the energy of the promo flowing, as well as to replicate LED strobe lights. The rush length is 25 seconds, as it moves 1 frame per 5 seconds, but edited so that that changes to 1 image per 0.25 seconds, making the whole clip 8 seconds in total. I also include a grey filter over the ending images to make it appear more cool and dark, but also a little elegant for how slick the electronics are.

Kenji.AVI

Similar to the EarPods rush, this Kenji rush also uses a series of images which classify as stop motion. This also has the same purpose of bringing the products to life, but now uses cute animal figures to bring the advert even more personality. The characters spin around the Kenji logo with two larger plushies in the background, before stopping at their original positions and doing one more spin. In the rush, this part is 3 minutes and 13 seconds long, because Adobe Premier Pro automatically sets images to be 1 frame per 5 seconds, also like with the EarPods. Because this part uses a lot more images than any other part of the promo, the rush ends up being the longest part. However, it is cut down in the edit to only be 5 seconds long, which fits better with the quick pace of the promo.

Disney.MP4

The Disney rush appears after the EarPods rush and includes a mix of moving images and video to create an exciting part of the promo. Although the rush doesn't do it much justice with the images still being set to 1 frame per 5 seconds and the videos being unedited and longer lasting, the edited version of this clip is much quicker, lasting no longer than 8 seconds as opposed to the rush which lasts 53 seconds. The clip shows 7 close ups of two Disney hoodies and to girls (Maddy (me) and Jodie (Jodie)) wearing them in an outdoor area. The pictures are framed to look amateur and like selfies to make it appear more hip and relatable with the kids. This is even done in the video parts which is recorded in a portrait frame and, in the edit, sped up and exaggerated to include the same video three times in one shot, even reversing the video a little to be extra quirky. Also in the edit, the frames are changed to 1 frame per 0.5 seconds and are faster paced, even including a small edit transition at the end, where the picture bulges to show a conclusive close up of the hoodies.

Squishmellow.MP4

The Squishmallow rush is the last part of the promo before the ending screen with the HMV logo. Also like the Disney rush, it uses both photos and video clips to create an energetic scene. This lasts 1 minute and 22 seconds in the rush but its cut down to 8 seconds in the final edit. I've tried to make all the clips between 5-8 seconds as to keep the promo consistent and fast. The Squishmallow rush shows a mid-shot of a Squishmallow, with them increasing in numbers with each image until there's a whole group of them. It then shows the same Squishmallows individually appearing on a row and disappearing in a synchronized way . It then shows three very short videos at the end played also in sync of the Squishmallows being thrown at a wall before fading to white.