Sk-etchbook

I've just been writing a bio and this entertained me so I thought I would share.

What kind of world were you born into. What events, music, trends or fashions have played a part in shaping the person you are?

I was born in 1982, I've just been having a look at what was in the charts that year and they were some reet choons indeed! Funny thing is most of them are still reasonably well known and the majority of the number 1's spent 3-7 weeks at the top. I seriously doubt as much of the chart music out at the moment will be remembered twenty seven years down the road.

www.number-ones.co.uk

www.chartmagic.co.uk

According to these web sites my unholy arrival was accompanied by a bit of reggae from Musical Youth with their 'Pass the Dutchie' number closely followed by Culture Club's 'Do You Really Want to Hurt Me'.

Check out these videos...

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http://www.d-9.com/

This is an excellent movie. A highly recommended must see and a compleatly original take on the alien invasion genre.

I think what makes this film soo good is the fact that it is multifacited and speaks on many levels. You have a good (although there are a few minor holes in the consitency and reasoning) storyline, excellent special effects, good actors and believable characters which you can feel rapport with. However the film addresses very aptly and with varying degress of subtlety some of the darkest social issues and predudices of our time.

Anyway there's plenty of reviews out there which cover everything so I'm not gonna waste too much of my time.

10 stars, get ur asses on them seats if your still to see this film.

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We have had a couple of sessions on this brief so far. The first session was spent on early concept brainstorming and going over the brief. This was pretty generic stuff, attempting to isolate the key communication points required by the brief then expanding on these via elaboration and association.

The brief asks for a viral advertisement. The purpose is to increase the brand awareness of Feel Good drinks. As a company they have existing values, branding and a mission statement. The existing marketing tag line they have is "Spread the feelgoodness". This is something they want to keep and the viral campaign needs to remain true to this and to be simple. They want the campaign to be happy, upbeat and to get people involved and passing on the good feeling invoked by the brand.

The initial ideas we were bouncing around predominantly seem to be geared towards producing a video. Videos or jokes are possibly the most naturally occurring form of funnies in the modern day and age, anyone with am email account will have recieved and forwarded one of these little novelties.

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Reet I was planning on doing a vid but after messing around and getting a bit more friendly with After Effects I decided I could achieve the look I wanted using still images and then animating the movements. This change in strategy was also influenced by the fact that getting a camera off Matt was not dissimilar to getting blood out of a stone! Anyway this suits me as then I can skip the FCP editing stage completely and focus on the After Effects hash up.

I got my photos done on Friday. Coincidentally the lights in the basement were about to die and were flickering on and off so it could have worked really well on video. I didn't take out a tripod either as I needed to shoot from low angles and this was a shame as I saw a few moments whilst on location where I could have done some stop motion trickery.

Anyway spent last week playing around with hue, saturation and a load of other experimental tweeks and now should be able to put all this crap together.

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Last time we had a video brief I looked into the psychological aspects of fear. This time I've done a bit more rummaging around and now it's beginning to look like the more normal and mundane the better. Fear, like advertising, works best when people relate to it.

Now there is also the matter of the unknown. It seems peoples minds are there own worst enemy so to coin the phrase "less is more" I intend to use distorted or unfocused images in the footage. Scare yourself, I'll just point you in the right direction.

How to scare people?
http://www.associatedcontent.com/article/144734/horror_film_techniques_things_that.html

Random illustration I came across and liked!
http://www.matthowarth.com/horror.php

Horror now and then
http://smu.edu/newsinfo/stories/horror-rick-worland-30oct2006.asp

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I now have a lovely collection of brushes and fonts to play with....

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Right this time I've started out by making a new iCal calendar, adding the studio time first then looking at how much additional time should be spent on the project. It's a 20 credit module so I think that should be 200 hours. Next I've worked out what needs to be covered during this project, I'll then go about breaking it down and adding it to my calendar.

Time needs to be alloted for:
Research
Brainstorming
Storyboarding
Training
Video Capture
Video Final Cut Editing
Sound Design & Typography
Voice over capture
After Effects Editing
Final Amendments
Evaluation
Contingency

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I came across some vids on Youtube that have been made by editing together clips from traditional happy happy feel good films and adding sound tracks/FX to turn them into horror trailers. The "Scary Mary" is phenomenal, it had me in stitches. This is a powerful example how clever editing can control the viewers perception of events. It also rings true to some of the subjects covered in Ben Eltons book "Dead Famous".

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I spent today doing a little research watching current and past Idents and doing a bit of research about channel four. Here are a few links to the sites I've viewed.

Early Idents

1982 - 1991
http://uk.youtube.com/watch?v=BJlq64O8iw0&feature=related

1982
http://uk.youtube.com/watch?v=R86_TLuI51w&feature=related

1985
http://uk.youtube.com/watch?v=hsB-eDye7Xk&feature=related

90\'s Close
http://uk.youtube.com/watch?v=tVzHxG50sFc&feature=related

Popular Culture associations & mocks

Hamlet
http://uk.youtube.com/watch?v=FegmPKnARuo

More Recent Idents

Misc
http://uk.youtube.com/watch?v=-CVdllN67OQ

Tokyo
http://uk.youtube.com/watch?v=_9PhF2S5UVk&feature=related

C4 Generic
http://uk.youtube.com/watch?v=PXgl7eWTS-I&feature=related

Channel 4 ident light refraction
http://uk.youtube.com/watch?v=1iYAk-9tvHo&feature=related

The Simpsons Ident
http://uk.youtube.com/watch?v=XTKtyBupoHE&feature=related



Some reading about Channel 4\'s Brand Identity
http://www.channel4.com/culture/microsites/W/wtc4/marketing/promoting.html
http://www.channel4.com/culture/microsites/W/wtc4/marketing/promoting.html#1

The extracts below are taken from C4\'s site -

Logos

Each channel has its own logo, all of which are based on the iconic 1982
animated original. As with all logos there is a constant updating process. This
\'re-invention of the brand\' is particularly important for a channel which prides
itself on being challenging and innovative.

\"At its best, the Channel 4 identity has always been about transformation and
movement. The original, animated logo came to be seen as the embodiment of an
organisation that was constantly re-inventing itself and challenging the
expectations of its viewers. The new Channel 4 identity uses cutting edge technology
to push the brand into exciting new areas.\"

Style Guides

\"The visual identity is the outward expression of Channel 4. It uniquely and
distinctively sets it apart from other channels. The logo is the primary element
of that identity. However, other component parts play an important role in
establishing the Channel 4 visual style. These elements are: colour, typography,
imagery and tone of voice.\"\'

\'On-air\' and \'off-air\' promotional material are carefully controlled by
regularly updated style guides. Each channel has its own specially designed
\'fonts,\' \'page layouts\' and \'colour palette.\' The \'tone of voice\' of each
channel is carefully controlled in line with the brand identity and the well
researched attitudes of its core audience. The \'tone of voice\' is shown in the
choice of visual imagery and in the language of promotional material as well as
in the \'house style\' elements.

Cross-promotion

Channel 4 uses external promotion, billboard and press and periodical
advertising to publicise new programmes and services. \'Free\' publicity has often
been guaranteed by Channel 4\'s more controversial programming. \'Themed nights\'
and \'seasons\' can be promoted through a judicious mixture of press releases and
paid-for advertising.

However, the most cost-effective form of promotion is \'cross-promotion,\' the use
of Channel 4\'s own airtime to promote programmes and related goods and services.
Promotional trailers are an obvious form of cross-promotion. One of the most
common \'covert\' forms of cross-promotion is the use of \'interstitials,\' short
sequences that accompany a programme or fill the gaps between them.
Interstitials include:

* channel \'idents\'
* sponsor \'idents\'
* \'bumpers\'
* title sequences
* credit sequences
* opticals
* packaging for themed nights
* film or programme intros
* moving publicity announcements

Cross-promotion can sometimes be counter-productive, it may irritate or confuse
viewers or cause \'brand confusion.\' This is why the promotion of Channel 4\'s
digital channels and interactive services is managed so carefully.

The use of promotions to produce revenue is carefully regulated (by Ofcom and
ICSTIS). An example of this is the use of premium rate telephone numbers and SMS
to elicit viewer voting in programmes like \'Big Brother.\' More orthodox revenue
producing promotion is often achieved through merchandise linked to programmes
(such as promoting \'the Book/DVD of the series\'). When used intelligently,
promotional techniques can enhance the viewing experience and provide valuable
sources of revenue, when mismanaged, however, they can damage public trust.

In 2007 a series of scandals about the mismanagement of premium rate \'phone-ins\'
hit the TV industry shaking public confidence in this particular kind of
cross-promotion. C4\'s \'You Say We Pay\' was the first programme to be criticised.
The response from C4 was rapid.

\"Channel 4 is to stop using phone-in competitions in its programmes for the
purposes of profit making as part of a tough new policy on the use of premium
rate telephone services (PRTS). The launch of the new policy coincides with
publication of the findings of an internal investigation into the You Say We Pay
competition in tea-time magazine strand, Richard & Judy,\"

www.icstis.org.uk/pdfs_news/Channel4PRTS_PressRelease.pdf

The decision was a costly one for C4. PRTS had contributed £3 million to the
Channel\'s revenue in 2006. Channel 4\'s reputation, however, was worth far more
than this.

“As a commercially funded public service broadcaster we’ve previously taken the
view that premium rate competitions were a legitimate activity given the demand
from viewers to take part. But public trust in these competitions has been
severely undermined and we do not want to risk further our relationship with our
viewers. The Channel’s reputation is its most valuable asset and can only be
protected by demonstrating that we place the highest priority on safeguarding
the interests of our viewers and will take action if we find they have been let
down.”

Anne Bulford, Channel 4’s Group Finance Director

Broadcasting regulators Ofcom are now tightening the regulation of all types of
\'Participation TV\'. New rules are likely to include:

* New licence obligations for television and radio broadcasters which will
hold broadcasters directly responsible for consumer protection and PRS compliance.
* A requirement for television and radio broadcasters to ensure independent
third-party verification of PRS activity.

www.ofcom.org.uk/consult/condocs/participationtv/

C4 Style Guide, 2007

Promotion in the future

The growth and convergence of Digital TV and broadband services is likely to
mean that broadcasters such as Channel 4 will have to promote their \'brand\' even
more actively in the future. The key promotional tool in the \'post Google\' world
is \'New Media\'.

C4 now has its own New Media department which both promotes the broadcasting arm
of C4 and commissions its own content. Channel 4’s website \'reaches\' around 10%
of the UK online audience each month, increasing to 20% when Big Brother is
being broadcast.

It is likely that the seamless integration of broadcast, broadband and on-demand
services will make effective cross-promotion even more important in the future.

\"If you want your brand to stand out from the crowd, especially in today\'s very
crowded multi-channel market, you need every advantage you can get. Just having
your logo permanently on screen all the time won\'t cut it any more.... You need
to make your station symbol, ident or logo very distinctive, something that will
grab your viewer\'s attention. You need to have your announcers present it
distinctively, you have to promo your station and programmes consistently and
judiciously, so that your viewer doesn\'t think they\'ve seen everything the
programme or channel might have to offer.

But most importantly, the brand has to become familiar in people\'s minds fairly
quickly, and the brand has to be respected, otherwise your potential audience
might not turn to your channel and that will prove disastrous.\"

Ian Beaumont, City Media Productions.

Links

For a selection of C4 and E4 Idents and Bumpers see:

Youtube

www.youtube.com

MHP

www.meldrum.co.uk/mhp

Off the Telly

www.offthetelly.co.uk/

Transdiffusion Network

www.transdiffusion.org

For Channel 4 promotional guidelines see:

www.channel4sales.com/home

www.channel4.com/4producers/

www.channel4.com/about_c4/styleguide/

For Promotional Regulations see:

www.icstis.org.uk

www.ofcom.org.uk

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Also put a bit of thought into the sound design already. I'm thinking minimal, just a few keyboard notes here & there with maybe a Jo Whiley or iconic voice over saying "fear on four" or something along them lines towards the end of the ident.

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Ah yes...
I thunked about the brief and the pros and cons of each idea. I was also hablaba con amigos about old style special effects & props used for shows like red dwarf.

These makeshift special effects definitively take more effort & set up but they also have their own set of appealing characteristics. And... it's more fun getting your hands dirty and bagging together a blue peter style tracy island to blow up.

Anyhoo here's the pros and cons of my first few ideas...

Fear - The nail/claw scratch could both be done in one studio shoot, i could hammer together some props myself and I have a friend who has done FX makeup before so this is a plausible option. The branding iron idea would require more expenditure when it comes to getting a branding iron made & heating it up etc.

UFO - Similar thing re. could be done in one studio shoot with props when it comes to the bright light concept. Little bit of smoke, spotlights & cardboard could do wonders. Think the crop circle idea may be difficult to pull off as it has passed harvesting time and it may upset farmers if I intend to stampede all over their crops!

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Yes that's right. DDM year two started today and I'm back for more!
It was the first Visual Effects session today and we were given a brief entitled 'Ident'. We are given the task of producing a short moving image ident for a TV channel or an optional TV show or season (choices are Fear, Pop Trash, UFO or Custard).
We have to produce shoot our own material, create appropriate logos and include relevant typography and sound design. Although video is not my fortay I intend to get more intimate with Final Cut and After Effects during the course of this brief.

My initial thoughts were to produce something for Fear possibly having a nail or claw scratching the 4 logo into flesh or a blackboard. The other option would be to produce something for UFO possibly involving crop circles or bright lights. I also considered making something with really bad special effects. This was inspired by the 'Be Kind Rewind' film I saw recently. Off to go have a think now will keep ya posted...

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Went up to a fashion show the other nite held at Atzaro in the north of Ibiza. Wot a fantastic venue. Pretty hard to find as it's in the middle of nowhere but it is a serious playground for the rich and famous.

Anyway the point of this post is the little seating area they have just off from the music lounge area. I don't know if it's permanent or was just for the purpose of the event but there was a brilliant light installation. It was a mix of fabric partitions, black surfaces, fiber optics, soft lights and dull reflections.

I made a little vid but it doesn't really do it justice. Best way I could explain it would be to say it was like walking through space with star constellations, beings and dna strands forming then vanishing around you in a slightly disorientating way.

http://www.atzaro.com

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As we had finished the DVP brief and I had been thinking I do like doing video but unfortunately don't have time to learn more about it I have also been thinking about other aspect of media witch I enjoy but have not been allowing myself time for. Photography is coming out to be the obvious choice of something I should take up as a more permanent hobby. I also like animation and making flash games however due to time restrictions these will remain on the back burner for now.

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I wasn't really impressed with our final 'Perversion' film but at least we made something that could be passed off as a horror movie. The footage was a bit rubbish in the way that it could have been edited. I played around a bit in FCP but don't have enough experience with the product to produce the desired effects and neither does luke.

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And I had to include a few trolley shots. There not really deserted in random places, they got there all by themselves!

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These are a few of the location shots from the videodrome brief. The key insight I gained here is that it's all about manipulation. The camera captures images differently from how we see them and the visual differences can be used to our advantage to enhance moods, focus, depth and intensity of a shot. Perspective and cropping are the most notable of these factors to me at the moment and I hope to apply this knowledge when framing photographs in the future.

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After been denied access by all the supermarkets for various reasons we have had to come up with a new idea. We did some brainstorming today and settled on something very different but still want to be heavily dependent on creating a mood via the use of camera shots and movements rather than just filming something scary.

The new piece is going to be called something like paranoia. The idea is to play on peoples natural fears and create some kind of association with the victim. We are going to film the video from the 1st persons perspective as they walk through the streets of Leeds. We are going to film the victim leaving work/pub or somewhere common and apparently walking home. Along the journey we want to incorporate noises, movements and create a tense feeling of paranoia. I think a good way to end the film would be to either have the victim kidnapped (bag over head) or have her neck snapped.

When coming up with the idea we had to consider the limitations of time, location and actors now imposed upon us but I believe this idea can be achieved effectively in the remaining time frame. We are scheduled to film on Wednesday. I had a slight wander around on my way back home too and have seen a few suitable streets, quiet, secluded, old fashioned or dilapidated areas will probably be best to instill discomfort.

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We have not had much luck so far with getting permission to film inside a supermarket. I have spoke to Tesco, Morrisons and Asda so far. It has involved a lot of been passed around between call centers, stores, head offices and PR departments. Morrisons have said a definite no as they don't allow any filming of that nature the other two are still pending a final response. Tesco said photography would be no problem but were unsure about filming. The main problem has been when I said it was for a Horror Film, I don't think they want association with anything of that nature.

We are going to give it a little more time then rethink the whole issue! Not good and the deadline is getting ever closer.

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