KCP406-TVC
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Transcript of KCP406-TVC
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art direction for TVC
meredith randell
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Who am I?
Student visual artist: painter/photographer
Public TV sponsorship & production
TV news & documentary production, writer, producer, researcher
Student/Graphic Designer
Writer/Director/Graphic Designer
Student/Producer
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What does this have
to do with art directionfor TVC?
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Definition of site
Production Design is a visual expression of an idea casino
dress code
who works there
main activity: gamble
my work online virtual environment
create a thematic look and feel which usesnon-hegemonic language and context who the character are
what the characters do
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What is production design?
defining overall look and feel of film
design the sets or sites
find locations or sites
describe who the characters are visually
reflect the genre
indicate the action/activities
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What is look and feel?
Big Chill
Fight Club
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What did they tell us?
location
characters
action
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What does this have
to do with art directionfor TVC?
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Where do creative directors
and directors get their ideas?
other visual media:
art,
fashion
print
TV
internet games
film
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Art direction for TVCuntil 6pm: I will;
give you some categories,
discuss some visual communication techniques, and
show inspiring examples of impressive art direction in film,which we will deconstruct using categories and techniques
6-7pm: I will give you a scenario and YOU are going to;
come up with a concept for a TVC
storyboard your TVC
shoot your TVC using in camera editing
7-8pm: WE will;
have a look at 3 or 4 of your TVCs, and
deconstruct using categories and techniques
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Key considerations
purpose
context
audience
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TV is different from Print
action because you can
movement demands attention
demonstration creates believability
make it worth watching entertain
engage emotions
storytelling
Experience Economy
simplify concepts dont dumb down
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Make it worth watching Funny
Clever
Slice of life Testimonials
Demonstrations
Problem solving/insightful
Use a character Ronald
Branding
Music/Sound/Song
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Identify the key visual
money shot
hero image
thematic image
makes a lasting impression
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Aristotles rule of 3s
Story: beginning, middle, end
Idea: intro, expand, conclude
Joke: grab, set-up, punch-line
3 beats
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TVC categories
spectacle
ideas
instruction/reconstruction
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Spectacle
aesthetics of form, pattern and behavior
anthropological distance ie. God-like
lifestyle, group activities
ie. teams
examples
Big ad
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Ideas
clever
simplify big concepts dont patronise
examples
Mucky country Hills
Hands
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Composition(leading the eye around image)
rule of thirds golden mean, golden rule
exceptions - use of central focal points
balance & symmetry star of the show
perspective & depth
line, shape or form props
framing
spatial awareness inclusive, welcoming
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Camerawork (eyeline)
must follow logic of piece
whatever you do, make sure you can justify it
easiest way is to be the camera
reading of camera angles from above: insipid, small, unworthy
on the eyeline: documentary style, neutral, mediation,
equal or confrontational from beneath: hero-pose, grand, positive, dominant
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Continuity of shots (strategy)
drawing in:
establishing shot to personal
ie. wide, mid, CU
expanding out:
personal to overview
ie. CU, context, wide
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Colour
spatial awareness
emotional awareness
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Can I make this better?
see checklist
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Films Kubrick
Clockwork Orange
Dr Strangelove
2001 Eyes Wide Shut
Cao Jiuping Raise the Red Lantern
Ridley Scott
Alien Blade Runner
Barney The Order
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But first
demonstration of deconstruction
discussion
visual design special feature for
The Exorcism of Emily Rose DVD
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Kubrick
Clockwork Orange
Dr Strangelove
2001
Eyes Wide Shut
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Cao Jiuping
Raise the Red
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RidleyScott
Alien
Blade Runner
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Barney
The Order
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Questions?