How the idea of ​​a shooting and producing stories

1. What is a shooting script
also known as the Creative intent is to focus on the director's desk, specific, written expression, will be the film's original advertising creative literature, audio-visual language molding composition according to elements, cut into a series of available footage, and the crew for all creation staff to read, and understand, creating the visual language of a guiding structure of the text.
2. how the idea of ​​a shooting script
when the director took over an advertising creative, the first creative literary analysis, reading, research, and reconstruction after the film will be ready to shape the future of advertising products image brand image and the artistic image, with audio-visual language of visual arts professionals to reconstruct, through the sub-image of the lens means resorting to the text representation, the text describes the image into the performance of audio-visual language with visual images, which constitute a shooting script. It includes the lens number, Scene, photography, screen content, lines, special effects, three-dimensional animation, two-dimensional animation, music, sound, camera length and other projects. A shooting script is a director of commercials in the design and reconstruction of the overall blueprint for creative thinking is the reunification of film crew, the main basis for the implementation of production, which will help ensure that the work crew program, correctness.
3.
a shooting script are described below the standard of television advertising advertising agency Ogilvy & Mather creative self-examination of the standard and recommend it to everyone, but also as a shooting script directed the second creation and artistic standards of treatment of self-examination.
screen - the picture of self-examination of several issues
(1) whether there is a fascinating story?
Why do people like to watch TV? Because of television, there are news stories, there are feature films, commercials if you there are fascinating stories, the audience will also like to watch.
(2) whether the visual feast for the eyes for visual art,
, sensory stimulation of the same will to seize the audience's attention, but if the picture is not pleasing to the eye lens a little editing, the audience will be the channel.
(3) whether the product or brand appears logical?
If the picture has, including the scenes, props, characters, story, are laying the groundwork for the product or brand appears, the audience will remember the story, not the products and brands.
(4) whether the show can continue on the screen assets?
a specific plot or action in the series of commercials, the same brand in advertisements, will form a memory point, which is the brand assets (implementation of the asset).
narration - narration of self-examination of several issues
different from the print ads in the copy.
print ads in the title and content can make the audience stay a few minutes, you can put down a few hundred words, and television commercials narration only 30 seconds, the narrator can only put dozens of words.
(1) whether the picture together?
(2) is synchronized with the screen?
(3) is catchy?
(4) whether the spoken language?
music - self-examination of several issues
Music Music probation human emotions, Husband has done such an experiment, he let a lot of students standing facing the wall for two minutes three times, first without music, and the second times put Waltz, third place Jazz Dance (shown in Table 4-1).
Table 4-1 the number of music ** Laboratory

Male Female

first
746 times
702 times

900 times a second
940 times
third
1023 times
956 times
music on plants and animals have similar effects, so that plants listen to music, can promote its growth; to listen to March of the cows, easy to squeeze milk, the same, people listen to nice advertising music, to promote his initiative to accept advertisements.
(1) whether the enhanced screen musical expression?
(2) melody is easy to spread?
(3) music is original or hackneyed?
(4) whether there are well-known songs can be used without copyright infringement?
(5) whether there is continuation of music assets?
(6) whether the narrator's rivalry?
(7) whether they can meet the ad music song? End Mirror - mirror the end of self-examination of several issues
(1) whether there is an unexpected end mirror motor performance, rather than rigid flat photo;
(2) end mirror must communicate product features and brand characteristics;
(3) whether the end mirror with enough effort, good text layout,monster hats, trajectory, color and other arrangements, or
like a great orator is not the end,Wholesale Shox, not to win applause but cheers.
(4) directed a shooting demonstration script (see Table 4-2)
Table 4-2, br> screen content
time
1. close-kin is difficult to cover over interior
pleased to sing point to the direction of the audience
2.
bar interior panoramic ramp down friends are excited to contain himself singing in unison then the last part: br> 3.
location location goes under the overpass, two children four hands intertwined, two small heads on each other wore, who would not let who, like two naughty cattle. Emil was smiling as he approached, will separate them, pressing, say ... ...
4. Features raised two lovely location
friendly dirty hands grip together, Emil smiled and the two little boys in his arms
lyrics: those days are no longer
5. medium shot interior
the men in suits move into the spacious Emil Offices and colleagues around waving clapping
lyrics: word
6. middle ground will shift location
Emil Chau Phi leisure suit with white hair and old sleeping chair wife who
Lyrics: life
7. telephoto panoramic location
rain, Emil hand Chengzheyusan in one hand and holding a little girl, about the side also lead slightly larger than the points with two small boys, one dressed in a suit also
Lyrics: life love

8
medium shot
shift

suit location walking side by side with the **** of kin, with a smile
lyrics: a glass of wine
9.
interior panoramic bar shift, waiting for friends who continue to follow Emil TV MTV in the picture: friends never alone had
(Note: Emil Chau Live TV screen showing images of the same lyrics)
10. middle ground, a sudden shift
interior, body the open bar door Emil suit, then friends, singing, Life on a String: The song turned into friends flocking to the siege of Emil, the song variables Beijing Music
12. middle distance rose interior Emil
friends toasted the successful performance of mutual clink
13. close-kin interior
the suit, said the lens: a solemn one, lucky life
14. business LOGO, Company Name
(5) How to make storyboards
Storyboarding
in the advertising industry has developed a practice of re-PPM at the production company to prepare a set of creative ideas
corresponding storyboard. Traditional production methods are: according to the text creative script, the director asked for a shooting script writing; and then by the art director or graphic designer based on a shooting script, drawings or actual photographs of the form, creating a set future advertising film camera line, King Do the same point of consistency, the same rhythm, visualization, visual storyboarding; the frame in the bottom of each frame, there will be corresponding with the sub-screen instructions and description of audio-visual language, and language and narration of the text.
picture storyboard outlines the requirements for the main image of the shape of the lens, scene modeling, camera angles,Red Bull Hats, structure painting, Scene, tone, color relationship between foreground and background,DC Hats, actor scheduling orientation, and movement within the lens increase the total picture of the screen and drop a grid. The focus is the visual representation constitute the screen, without hearing the sound of the display (see Figure 4-5). Figure 4-5
creative story recorded in the script drawing board

imitation imitation is the use of recorded script the way of visual and auditory story scripts creative production. Visual part of the story is the original drawing board or computer produced FLASH method. Main feature is to increase the performance of the auditory part. Drawing board is the original story frame under the language and narration, with the director general structure of the required sound effects and music; it synchronized with the screen recording, each frame of the order and directed the picture corresponds to a shooting script; each frame length, rhythm and sound and rhythm of music corresponds to the length,new era hats, Length 30 seconds by the regular production of commercials, everything is done according to a model of film production. audio-visual recording of the script
imitation effect is silent, the story still can not match the drawing board, it is the current proposal, a form used more often. Advertisers can not imagine shooting will be able to comprehend before the director's creative intent and experience the visual language of form shape the future of advertising. Imitation recorded script is a very idealistic, conceptualization, that type of reading a shooting script the way the director, to show that imitation of the script is just a hypothetical record,
learn lessons
script script is a more direct, visual simulation to simulation, which allows advertisers to more clearly and intuitively, dynamic understanding of the director's creative intent. Its production is through finding similar activities with the film camera, a shooting script in accordance with the requirements of the director, will be used, the lens in order of priority, but coupled with language and narration, and sound effects and music, mixed record on VHS tape or burn in DVD discs.
disadvantage of this approach is borrowed from the lens if it is too luxurious, luxury, the film will be over-exaggerated, the director filming a negative impact on the future. If such circumstances do not forget that this is only to illustrate the creative intention to borrow it, not as a trial piece of the reference. In my opinion, three ways to learn the script is the most vivid and most audio-visual experience, the best interpretation of the director contrast, movement, rhythm, lighting and other specific treatment effects.
tone and rhythm section VI, 1. commercials commercials
tone is the tone of the whole movie constitutes the main tendencies of the style. Tone of the original term for music, music that the entire melody from start to finish and complete recurring theme. Therefore, the tone of commercials that is when the director conceived the idea, which focused on the performance of the director's creative intent and the pursuit of art, help to reveal the aspirations of the whole point of commercials and product positioning, advertising film formation of the unique style and meaning, deepen the emotional and philosophical commercials.
advertising creative director, described to provide the products according to the characteristics and location, with their own life experience, artistic sense, artistic talent, philosophical speculation, as well as consumption patterns, consumer insight heart, capture and tone for the design of future commercials and use consistent with the tone of the audio-visual language, style and sound through the image shape as the media shown. Directed comprehensive picture of the products described, hue, tone, characters, environments, objects and other elements; the same time mobilizing the sound shape of language, music, sound and other elements, so that harmony and cooperation, change and unity, to reflect the subjective selection and design director tone, and thus on the screen to achieve the ultimate aesthetic and product promotion purposes.
whole tone of commercials advertising film formation and to determine the style, style, rhythm, atmosphere related. Director explained the formation and determination of the whole thing after the tone, the creative sector as a basis for the decision to create their own tone, as of tone, tone art form, photography, tone, tone, color and so on. Tone is the advertising director a sense of spirituality, understanding and talent, as well as a sign of a high degree of skill.

2.
rhythm of the rhythm of commercials advertising film one of the important artistic elements. Its performance for the continuous and intermittent exercise there is also the art of music as an important factor of time. As film and television work is a complex of space and time, rhythm and then the performance of both film and television works in the time of the process, but also in space on the movement patterns.
commercials in the rhythm of penetration performance, styling, sound, editing and transmission, while the director described the establishment of the rhythm of commercials play a decisive role. It does this by advertising the development of the plot, the actors of the mind, body and speech movement, the screen shape, color composition and contrast, camera angles and the Scene, as well as changes in length and movement, the transition between the lens and the camera connected with the group, language, music, sound and movement time value to reflect the intensity and so on. Rhythm is different from the speed, sometimes loose and fast rhythm, the rhythm tight and slow. But the two are inextricably linked and, sometimes complementary, sometimes opposite and complementary. Director in a complex rhythm and pause to form by such means as commercials rhythm.
commercials from the pace of processing products based on unique, unique, different concepts of life, must be creative commercials and form point of subjective choices need to be made and asked the director of creative narrative, psychological characteristics of people and products to make an accurate grasp. In this sense, advertising creative to some extent, provided the total rhythm of the future commercials. Rhythm in the general performance of the smooth film, contrast, repetition, jumping, smooth, stagnate, size, pause, etc. forms. Common height, speed, ease and other terminology title. Creative director, advertising films not only in determining the film under the concept of unity of the overall rhythm and properly handle the internal rhythm of each shot. And in general under the control of the rhythm through performance, photography, art, music, sound, sound recording, editing and other means reflected. Such as advertising film p>