When I envisioned the video I wanted a song from this specific group because it is upbeat, diverse and they came to Dixie a couple months ago. I would say this would be another example of harmony as the music helps the visuality of the whole project. I believe it takes multiple senses to get a story across in an appealing manner.
After laying the footage I wanted to match the song as much as possible and had the specific idea to try and lay promotional words and stills in a fast-paced motion going along with the beat toward the beginning of the video. The quick motion is eye-catching as the promotional words flash with our models and the clothing, leading back into a motion shot of our longboarder. There was contrast and even figure/ground in the simple black and white logo at the intro along with the title slides. Contrast within the quick frames between words and stills. Another example of contrast includes the particular scenes when the group is sitting down together, we tried to mix and match everyone around based off their clothing and style, different styles of people interacting on a variety of different levels.
Clearly there is a lot of emphasis in each shot of the brand, which I wanted it to speak for itself. I showcased the different types of logos presented in the older styles offered, like the paisley R. Forever, the brain rifle logo, and the hockey jersey logo along with the other prints. The shirt that CJ is wearing has the Pacifico type that we liked the most, and the R. Forever shirt is where we based the hashtag ad campaign off of.
The logo at the beginning before the music even starts is the identifier, as well as our campaign idea of #R4EVER sparatically involved in the fast shots and the fade out in the end.
As far as other design principles, I made an effort to have a variety of shots that followed the rule of thirds, involved motion and flowed with the proper vector lines. The intro shot of Davante running up the stairs had many different takes where I worked with certain angles of the staircase at the Holland building. Many shots wouldn't work out with tree lines or other aspects of the landscape and lighting. I am now very aware of accidental mergers from learning about that in class and try to make a conscious effort to avoid that issue.
I really liked the shot of Varian the longboarder going past the fountain and around, there were a multitude of shapes in that shot, the water's motion establishing a constant vertical vector that he passes behind, then he curves and comes closer to the camera. I also loved the sequence of all of them laughing and smiling. I was going in a circular motion in between all of them, with the cuts you can't see the others around them but you see from the flow of motion and even the eye contact where the next shot will come from. Particularly when Davante in the red is laughing and looks to his left and the next scene is Ivy laughing as well.
The ending scene with the clock tower's red glow looks great as Ivy jumps on CJ's back to the left of frame with #R4EVER in white. Lots of the clothing used in this video are black and white, as were the titles, logo and even this shot with the highlight of red. I felt that those were the highlighted colors in the ending of the video as 3 had black shirts and one had a red shirt. Also inside the Holland there are white walls with accents of red and red chairs. Unfortunately this did not go according to our original color scheme, basing it off the maroon and greener hues from the newer clothing designs. Lots would have been different if we received the clothing shipment. However, there is some balance and consistency found within the production design of wardrobe and set with what we had to work with.
