Justify the creation process against the original concept documentation.
This blog will be both a comparison of our pre-production documents to the finished product, as well as a justification of why we did the things we did. Our promo has changed a lot since the start of its creation but has been pieced together efficiently to make a great advert. Many concepts for the promo have been kept in place, but an equal amount has also been changed, for multiple different reasons. A lack of recourses, time and budget are the main reasons we chose to do most of these decisions, but a greater amount of dedication and creativity also equate to why we did what we did.
Storyboard
Finished Edit
Our finished edit follows most of the storyboard and keeps the fun energy, but also doesn't include as many scenes as we planned or has the scenes be altered and improved as to fit with the fast pace of the music and promo as a whole.
Storyboard VS Finished Product
This first scene of the promo mirrors the storyboard almost identically. We wanted to have a vinyl shown at the start of the promo as that music imagery is immediately associated with HMV. The changes we made from the storyboard to the final adds onto the shot even more and works better as a title scene. The "HMV Presents" text works well within the circle of the vinyl disk, its pink contrasting the darkness of the disk. Even at a glance, it's clear to see what brand this is promoting, which is why we've not changed much about it from pre-production.
This sequence shows the many brands that HMV has, coming after the "HMV Presents" shot. It also includes an illustration of a guitar pic with the text "Your top picks" and a graphic showing the different Hasbro products, which is one of the brands partnered with HMV. This series of graphics is also fully identical to the storyboard, thanks to Jodie creating the designs of these shots in reference to the pre-production documents. We kept this sequence the same because it was effective with flowing from the introduction of the promo to the main segment, which has many different formats of showing the HMV partnered brands.
This scene differs a little more from the storyboard than the first to. Our original plan was to record this within a HMV store with a POV shot of someone playing a game on the Nintendo Switch before looking up at a shelve of Nintendo Switch games. Unfortunately, because of legal protection, we were not permitted to record in the store, meaning we had to alter from our plan. Instead we recorded within the collage, with all of the Nintendo games on a table instead. Doing so made a much more effective scene as we still managed to keep the POV shot but could show the games while also relating back to HMV.
This scene alters from the original storyboard the most because the products we wanted to promote wasn't available in inventory. As such, we had to use alternatives that still fit the narrative of HMV having multiple brands partnered with them. We were successful in finding technology that could be found in HMV stores and creating a stop-motion animation based on that. Our original plan was to have someone wearing Skullcandy branded headphones with the camera spinning around the person before zooming in on the logo. That would transition into a Tamagotchi toy tilting side to side with the Tamagotchi logo behind. The final edit instead has an EarPods case spinning on a table before showing a moving picture of some headphones and phones. This adds more variety into this segment while keeping coordinated and themed.
This Kenji scene also mirrors its pre-production idea identically in how the objects are shown to move and be positioned around one another. We stuck with this idea because we thought it would be the most effective way of showing how cute and fun these little collectables are. Jodie was able to provide all of the plushies and keychains for this part of the promo, meaning we had the exact recourses needed to create this scene. Another reason why we didn't make many changes from the pre-production to post.
This Sony segment of the promo has only been altered slightly. The original plan was to show a screen recording of the website which already has many products on it that are also associated with HMV. We did the same for the final product, but used a mobile formatting as opposed to a desktop view. We chose to do this instead because we thought it would transition well with the next segment which also shows a mobile phone recording segment of the same formatting. Three screens shown at the same time. During post, we were planning to completely cut this part of the promo out completely, as we thought we wouldn't have any space for it and it's also the least interesting part of the promo, meaning cutting it out won't make much of an impact. However, we managed to make room to fit it in, which allows us to follow the storyboard more accurately.
This segment also stays true and accurate to the storyboard because it includes the same shot types and products we wanted to include in the Disney partnership with HMV. However, in order to make it more interesting, we also included some interesting transitions we weren't originally going to use as well as that smartphone formatted video shot, with us playing around in the water. This keeps the lively energy that's been presented throughout the promo and shows the fun and friendship that can be had with these HMV related products. As expected, we also had the exact recourses we needed to create this shot. Although we were missing the figurines we wanted to include, those weren't a necessary prop and could be removed wither way.
This segment uses elements from the storyboard in the final cut but also includes a plentiful amount of differences. This part of the storyboard was a little too ambitious in our opinion and probably couldn't be recreated as accurately as we wanted because of the positioning in the storyboards not being realistic for someone with our recourses to create. Nevertheless, we managed to create a scene similar to this by including many photos and motion pictures of the Squishmallows appearing and moving together in their masses. This also includes a small part of the Squishmallows being thrown down a wall with the comedic intentions still being present. Jodie was able to provide these Squishmallows and the footage as a whole, which I was able to edit and fit with the storyboard.
This final scene stays exactly faithful to the storyboard with the edited text at the top and the HMV store sign at the bottom, concluding the whole promo with the HMV logo entirely and calling back to the intro which had "HMV Presents" as the starting shot. It was easy to include and create this shot because it only needed an image of the shop and edited text at the top which has a similar font to the HMV font. An edited transition with the text was included to add more style to the shot, slowing the advert down before it ends. It's a simple shot that reminds the viewer that all of these brands and products revert back to HMV and the slang text "What U Need" emphasizing that the audience must get all of this stuff from HMV in order to have the same fun energy that is presented throughout the promo.
Conclusion
We have overly followed the requirements of the brief with creating an audio visual advertisement that promotes a brand (or in this case variety of brands) in a way that engages the target audience and keeps a consistent pace and feel. Most of the storyboard had been altered and changed but all for reasons justified and in order to make the promo as effective as it can be.
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