Evaluation

I have finished editing my final Aquapax video. Please see below:

I think it was a good idea to reshoot everything. I have managed to change everything I didn't like about the original one and the changes that the client wanted...

I have changed;

• The overall colouring of the piece - A much brighter, bluer white. It is a more consistent colour the whole way through.


• The colour of my top to fit in with the Aquapax branding - A bright blue. I also made such I was wearing long sleeves as some feedback I got off other people was that when the camera pans behind my back it looks as if its not the same person as the one making the Origami.


• The text at the end to lowercase.


• The font and colour of the end text.


• The wording of the end text to what the client preferred.


• I have cut the whole thing down a lot, it is now 32 seconds rather than 48.


• I have left the Origami in shot at the end but I have also left a pile of paper underneath as I really liked this shot.


• The Aquapax logo to the one the client prefered.


• Sped the pan around the back up.


• Sped the whole thing up in general.


• Made the whole piece a lot choppier, as I shot the same thing a few times using several different angles and depths.

Overall I am happy with my video. I really like my idea and glad that I managed to have a practise run to start with. I think with better cameras and lighting it couyld be a lot better though, I think it could be a lot crisper - More like an Apple commericial although I think I have suceeded in bringing my idea accross with the equipment available to me.

TAKE TWO.

I have filmed my whole piece again. I think this was a wise move. I new what I was doing this time, I new how it could be improved a lot and by how. I set up the paper in my living room with various high wattage lamps placed around me, I played around with the lighting quite a lot until I got this very blue white colour. It looks very dark but when lightened up digitally it has a fantastic blue white....

Before:

After:
This is the perfect white for what I want.
I decided to stick with the difference in paper (for the origami squares and the backdrop - It ended up being way to similar)

I made all my changes that I wanted. Here is one of the beginning edits:

FILMING

I'm going to film in college using the following:

• Camera digital X1
• Camera dv X1
• Tape X2
• Tripod X2
• Studio lights X2
• White paper roll (for backdrop and table) X1
• White paper origami squares X20
• Green paint X1
• Aquapax carton sprayed white X1
• Aquapax carton X1

I set up white paper taped high on a white board and folding over 2 tables. The studio lights pointed to the paper. One tripod over the top of me sitting at the table and one on a tripod on wheels behind me (I have come to the conclusion that moving round the back of me will be the best way of switching the paper to the white Aquapax). One of the lights blew up half way through filming - so this is one major problem!

I have edited the footage to be very fast (sped up by nearly 400%) and with different cuts (Not what I originally thought, it just works so much better - Its to slow and boring the way I originally intended)

I have changed the music to a piano piece, very delicate and pretty.

Here is the cut I showed to Neil in Crit...

Before I showed it to him I already didn't like it. I really like my idea but it just hasn't turned out how I imagined at all...

My feedback to myself from this cut:

• Too dark
• Colours need to be crisper/whiter
• Paper origami needs to be the same as the backdrop
• Paint drops need to be a lot brighter to make masking easier
• I don't like the angle of the hands - they need to be more head on
• My sleeve keeps moving up and down!
• Needs to be choppier - More close ups etc

Neil and Sarah still really like my idea and they kind of like the way it looked but suggested some changes:

• Change Aquapax logo to full one
• Change capital letters to lowercase
• Cut down to nearer 30 seconds
• Make the origami clearer of what it is so they look like i'm making completely different things
• Maybe leave the origami I leave to one side on screen, rather than take it off
• Speed the pan round my back up a lot faster
• Maybe be wearing Aquapax colours (I didn't do this in the first place as I wasn't going to be in it on the day!)
• Make all the colour in the different cuts similar - its too jumpy at the moment.

I am really disappointed with my video so far. I still really like my idea but it's just not looking how I want it too. I think I'm going to have to take this as a practice and shoot again. I was going to maybe just shoot parts again (like close ups of fingers creasing paper etc) but realistically to make me happy with it I think I need to do it all again... I have learnt a lot from filming this first version which will help me so much to perfect it.

So... I am going to borrow the digital camera from college and over half term film the whole thing again. What I am going to do differently:

• Cut the origami squares from the same paper as the backdrop
• Wear a pale blue dress
• Buy some daylight blue lightbulbs and arrange as many house lamps as possible around me - PERFECT the lighting before any filming!
• Shoot the scene of making origami 2 or 3 times from different angles, to make editing the cuts faster and choppier
• Use a brighter paint for pouring onto the white Aquapax (Super bright orange?)
• Make sure the camera is picking up the paint without so many shadows
• Take a still of an Aquapax in the same scene as the White Aquapax on the exact same spot (to mask the paint to packaging)

IDEA

My idea for the Aquapax QR code is to focus on the paper aspect. I like the idea of Aquapax being so pure and natural and made with paper. I want it to be all white white white, crisp and clean. My idea is using Origami to create other natural things such as birds and flowers and then going on to create an Aquapax out of paper - Which will then get 'hydrated' to reveal the actual Aquapax packaging.

Below is my animatic for my Aquapax video...

So the idea is...

• 2 hands on white backdrop/table
• Right hand goes to bring a square of white paper on screen
• Hands make a paper swan
• Left hand takes swan off screen
• Right hand brings new paper
• Hands make a paper flower
• Left hand takes flower off screen
• Right hand brings new paper
• Hands start to make a bottle
• Bottle is replaced with a white Aquapax
• Hands go off screen
• Green paint is poured over the Aquapax (Which will be masked to Aquapax actual painting)
• Logo appears
• Text appears
• End

After showing my storyboards and animatic to Neil I feel quite confident to go ahead with my idea. He really liked the general idea of the film, he just said it really depends on the execution of it - which it really does! He also said to change the wording at the end to - 'One of the purest mineral waters on Earth' - 'A pure thirst for the environment'

AQUAPAX

Using Video/Animation/Motion Graphics create a 30-60 second video for Aquapax that will be available to view through a QR code on the product itself...

Keywords:

PURE/FRESH/NATURAL/WATER/HYDRATE/PAPER BOTTLE/WATER OF PEACE/CARTON/BLUE/WHITE/ICE/COLD/'BEST BOTTLES WATER ON EARTH 2008'/RE-USABLE/DISPOSABLE THERMOS FLASK/STAYS COOLER FOR LONGER/NO-TASTE/SEALED FROM AIR & LIGHT/ECO-LUX - ECO LUXURY/CELEBRITY/PREMIUM/QUALITY/SUITABLE FOR NEWBORNS/A PURE THIRST FOR THE ENVIRONMENT/THERES REVOLUTION IN THE AIR/SURFING/OCEAN/JONATHON LIVINGSTONS SEAGULL/24 CARTONS OF AQUAPAX PLANTS 1 TREE/HIGH FASHION/ECO-AWARENESS/IDEA OF 'NO PACKAGING'/GLASS/PAPER/SLICK/PLASTICINE/ORIGAMI/CRISP/WATERFALL/RECYCABLE

Useful websites and competitors:

Just Drinking Water (Aquapax website)

Aquapax Twitter

Evian

Volvic

Spa

Pure Blue

Abbey Well

Buxton

Harrogate Spa

Fiji Water

Highland Spring

Iceni

Isklar

Hildon

Strathmore

Ty Nant

Belu

Re:newal

Competitors previous moving image/commercials...

Evian:

The super famous 'Roller Skating Babies' commercial for Evian with the tagline - 'Live Young'

I love this advert, great for a viral, not really suitable for this kind of brief...

Another Evian 'Live Young' advert:

A Volvic commercial - Not sure about this one. It doesn't seem to fit the product...

The below advert is for Buxton water. I really like this one. The tagline 'a drop of pure Britain' with the water droplet showing Britain on its way down the bottle works so well....

Isklar Mineral water advert: I like the sharpness/crispness of this and the idea of winter and ice...

The below advert was very successful getting thousands of hits online. I love that it gets the audience having to think what the hell is this actually advertising, it definitely stays in the mind that way... Drench water advert:

Other soft drink companies:

I like the very natural, organic style of Innocent Smoothies adverts, something like this could work for Aquapax and its 'eco-luxury' branding...

I think below advert for Britvic tomato juice is great for something like a quick link via a QR code, but a bit to quirky for Aquapax. Maybe something in this short simple style could work, but a lot cleaner/crisper...

I love the 1974 advert below for 7up. All the bubbles and stars against the woman work really well, I like this vintage style as well, and the repetitive nature, again something a lot lighter and cleaner though...