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ANALOG PHOTOGRAPHY | Commercial for Safelight Berlin
- Really well targeted to youth audience
- Promotes film as cool, tactile
- Strong message "We shoot film"
This video will be similar to mine by nature of it being a film portraying cool young people shooting film to try to encourage other young people to shoot film and become cool. The editing style will also be quite like mine to target this audience, but I will focus less on the darkroom process and more on the hunt for photos.
LIMITATION - looks at all types of film including video

Krenn, S 2020, ANALOG PHOTOGRAPHY | Commercial for Safelight Berlin, video, Youtube, 5 September, viewed 16 March 2021, <https://www.youtube.com/watch?v=09vmnmuOaGc>

I AM Nikon Commercial
- Nostalgia evoking
- Makes audience feel included
- Portrays Nikon as essential to document life
- Aimed at 30-60 y/o parents
This video did a great job of making the nikon seem like an essential part of life. I will aim to make my actors seem as if their camera is attached to them at the hip in a similar fashion.
Limitation - Not for Film, much broader target audience, cinema ad therefore captive audience

NikonNZ 2012, I AM Nikon Cinema Version, video, Youtube, January 27, viewed 20 March 2021, <https://www.youtube.com/watch?v=53h3MAlbeio>

Polaroid Colorpack Commercial
- Spends a lot of time setting up a musical motif
- Targets people with less of a budget: driving "1/2 the price"
- Looking for familiar customers: same film, new camera
- Clear call to action: Isn't it your turn to own?
This ad had a really strong finish and a very clear message. I do not think I will use repetition as much as they did, but I will certainly use the idea of text on a screen as the voiceover reads it as it is supported by both my academic research and the example of this video.

Polaroid 1965, Colorpack Commercial, video, Youtube, 20 August 2011, viewed 17 March 2021, <https://www.youtube.com/watch?v=UMrx8TKfdlI>

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To make my video seem happy and welcoming, I will use a warm colour palette. Yellow is a colour that is traditionally associated with joy and happiness, especially in children's characters such as Little Miss Sunshine. It is a warm, bright colour that is, fortunately, a colour associated with the film brand Kodak, giving it two positive associations for my video. I will try to outfit my talent with yellow accents to allow for this association to be made.
Orange is associated with playfulness and adds excitement without severity, acting as a more mellow form of red. This will further add to the theme of exploration shown in the video as the characters explore the world around them.
Brown gives an earthy, rustic and tactile tone that give an outdoorsy feel. This colour will add to the association of film with a tactile, physical form of photography that is present in the real world, not on the cloud.

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For my video, I have a very simple, two word message that should be reflected with a simple, easy to read font. I also want it to correspond with the 1970s, happily associated with disco fever, but also the time in which film was at the height of its use. For my video, the font Salisbury Bold and Cooper Black are both great options. They both have associations with the 1970s and are easy and pleasant to read. The rounded figure of the shapes are inoffensive and flow nicely.

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Before seeing my video, I believe that my target audience will not have had a lot of exposure to film, and it is possible that this may even be their first time seeing it in a capacity other than disposable cameras. After they have seen the video, I want them to feel as if there is a community of cool young people that shoot film that they could be a part of if they did the same. I will need to evoke happy emotions and an envy for the people in the video. Happy emotions will be evoked by the positivity and joy of the talent in the video describing their good experiences shooting film.

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Audience Attention:
I will invoke a sense of happiness and nostalgia to welcome the audience into the community.
To capture attention, recognisable historical photos will be shown on the screen to give the audience a sense of knowledge about the content, regardless of their knowledge of the subject.

Interest: My audience will be able to resonate with the commodification of photography as they have experienced having camera rolls of thousands of photos, none of which feel truly special. I will present film as an alternative to this commodification.

Desire:
I will attempt to make them believe that their film photos will be as significant as those on screen; a part of the legendary legacy of the analogue community.

Action: They should start shooting film.

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30 Seconds - Film makes photos special
Tactile
Light
Authentic
Real
Imperfect

5 Seconds - Loading film w/ sounds, then "shoot film".

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A man, maybe 20, wearing trendy clothes and with tattoos loads a roll of 35mm film in the central market, a girl, also 20, wearing looser clothing loads a 120 roll in the botanic gardens. Wide shots move to close, intimate shots of the film loading process. The camera is on a tripod and the footage is in slow motion to emphasise the calm nature of loading film. These shots will also be in slow motion to communicate that they are really in their own world. After they load the film, they explore the city and the botanic gardens respectively, taking photos. This footage is handheld  Their voices are played over the footage, explaining why they choose to shoot film. They discuss reasons such as the tone, the tactile element. The pace of the video slows down as the actors deliver the line "That's what I love about film, every shot is special". On screen, they are about to take a photo and in the moment in which they are deciding whether to take the shot, the line will be delivered. After this, the audience will hear the shutter fire and the screen will snap to black with the words Every Shot Is Special appearing on the screen above more text that reads: Shoot Film.

The street shooting part segment will be shot on a camcorder to use a retro feel that corresponds with the aesthetic of film, while the loading will be shot on a mirrorless camera to give clarity and a calming effect. The video will be underscored by a mellow chord progression on a synthesiser that picks up in speed and intensity as the subjects go out and shoot, but returns to a calm state at the end with the final shot. In the slogan Every Shot Is Special, I have chosen the word shot as the alliteration of the s sound works really well to create a soothing tone.

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Brain processing of vocal sounds in advertising: A functional magnetic resonance imaging (fMRI) study - Mohamed M. Mostafa
"Statistical analysis based on general linear model showed that human sounds elicited greater activation in several areas in or around the primary auditory cortex."

Summary:
This study used functional magnetic resonance imaging (fMRI) to test peoples' reactions to human vs nonhuman noises in advertising, concluding that the human noises stimulated more areas of the subject's brain than the nonhuman noises.
Critique:
This study gives me a scientific basis to use human sounds and narration in order to stimulate and capture the attention of my target audience.
The information gathered by this study is extremely valuable, as it is peer reviewed.
My Takeaways:
I should use human sounds interchanged with non-human sounds in order to activate different areas of the audience brain.

Mostafa, Mohamed M 2012, ‘Brain processing of vocal sounds in advertising: A functional magnetic resonance imaging (fMRI) study’, Expert Systems with Applications, vol. 39, no. 15, pp. 12114–12122.

From Snapshots to Social Media - the Changing Picture of Domestic Photography  - Sarvas, Risto ; Frohlich, David M

"For advertising purposes, which are becoming more important to the imaging industry, the visual content of personal photographs is already secondary to the metadata addressing who, what, where, and when. The growing importance of metadata is changing people’s relationship to photographs. No longer are photographs predominantly visual objects for communication, identity-building, and memory. The digital photograph is also a container of information that can be linked to other information in a heterogeneous infrastructure."

Summary:
Domestic photography has shifted from being simply about storing memories, developing a reliance on metadata to give context on location, subject and have ability to add to an interconnected web of digital information.
Critique:
This conclusions drawn in this book reflect the academic consensus regarding the changing tole of photography, indicating accuracy and reliability. It also provides an in-depth look at the history of change in the significance of photography through the shift from the analogue to the digital world. I would recommend this source to anyone wanting to gain a foundational understanding of the significance of photography over time.
My Takeaways:
I should portray film photography as a simple and nostalgic process free of metadata; simply a photo.

Sarvas, Risto & Frohlich, David M 2011, From Snapshots to Social Media - the Changing Picture of Domestic Photography, Springer London, Limited, London.

New Approaches to Digital Photography and Online Photosharing - Serafinelli, Elisa
"Active users share photos regularly to communicate about themselves. This shows that the practice of photo sharing becomes part of people’s routines."
"Nowadays, taking photographs does not seem any more a practice dedicated to the maintenance of family and domestic memory, but it is turning into a means of identity disclosure and communication"

Summary:
Photography is now less about the maintenance of memories, but is seen as a part of personal identity.
Critique:
This source affirmed for me the shift in the role of photography from a way of recording memories to a component of peoples' identities that I read in From Snapshots to Social Media - the Changing Picture of Domestic Photography. This took a different approach, however, exploring human identity rather than the history of photography.
My Takeaways:
I will hearken back to times where photography was about recording important events, places, times and things.

Serafinelli, Elisa 2018, ‘New Approaches to Digital Photography and Online Photosharing’, in A Karatzogianni (ed.), Digital Life on Instagram, Emerald Publishing Limited, pp. 1–45.

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- 18-25 years old
- Some disposable income
- Regardless of gender
- Socially active online

This generation will not be as aware of the existence of film as older demographics, and represent a large potential market. They will be able to resonate with the commodification of photography as they have experienced having camera rolls of thousands of photos, none of which feel truly special. This ad will rely on their ability to recognise historically significant photos and relate them to their own ability to take photos.

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30 Seconds - Film makes your photos special. My initial plan was to portray digital photos as overwhelming and commodified with film photos as refreshing and special. Through my mind map and further thinking, I have decided to omit digital photography from the advertisement and leave it as an elephant in the room. I will focus on the history and significance of film  photography, including key historical film photos, and pose it as having an element of legacy that can be upheld, and a community to join. This video will be different from others as I will tie history and community, potentially through a narrator explaining why they shoot film and at the end of the video, inviting the audience to join the community.

5 Seconds - It is refreshing to shoot film. An artistically shot quick compilation of loading a roll of film with a shutter release and wind at the end. This will heavily rely on the tactile nature of film with vivid sound and simple shots detailing the film.

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1. Why we work at photo co

2. Staff dream models to photograph

3. Staff favourite film to shoot

4. Our most popular films

5. Our most popular digital cameras

6. Our favourite photographers

7. Video gear in-store eg. gimbles

8. Our favourite cameras of all time

9. Our first cameras

10. Why we love film

11. Our core values

12. Film photography tips and tricks

13. The captures we have taken

14. Small vs medium vs large format comparison

15. History of film photography

16. Why is film relevant today

17. What's the right film for you

18. How to develop your own film at home

19. Film makes photos special

20. Shoot film.

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1. Scanning promo

2. Printing promo

3. Film targeted at teenagers

4. Disposable camera promo

5. Ilford specific black and white film promo

6. True black and white vs c41 black and white explanation

7. Lomography specific promo (focus on hues)

8. Customer reviews of the store and services

9. Answering FAQs about the store

10. Answering FAQs about film photography in general

11. Explaining darkroom printing

12. Comparing darkroom prints to digital prints

13. "Why choose Photo Co" style video

14. Walk around the store

15. Showing off our personal photos

16. Come along to a shoot with our equipment

17. Online ordering tutorial

18. Online printing tutorial

19. Kiosk printing tutorial

20. Pushing and pulling film tutorial

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1. Portra 400 targeted sales

2. Leica Body promotion

3. Nikon Body Promotion

4. Canon Body Promotion

5. Leica Lens Promotion

6. Canon Lens Promotion

7. Nikon Lens Promotion

8. Promotion of places to take photos in Adelaide

9. Promotion of accessories

10. Interview with Maxime about her experience with camera house

11. Skeat explaining aperture, shutter speed etc

12. Steve explaining the inner workings of a camera

13. A look at rare cameras in our collections

14. Explanation and promotion of filters

15. Promotion of lights

16. Promotion of Backdrops

17. Explanation of how to set up a studio indoors

18. How to set up a guerrila studio

19. Explaining the process of developing film with chemicals

20. Showing how chemicals are safely deposited

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1. Promoting films that we stock

2. Overall promo of services

3. Introduction to the camera house team

4. Deep dive into the developing process

5. Journey of Skeat to work at camera house

6. Steve's camera collection

7. Every staff member's favourite camera

8. Day in the life at camera house

9. Journey of a film roll through the store

10. Showing portraits on different films

11. Promoting films we should stock

12. History of photo co

13. History within the central market

14. Promoting Fuji Processor

15. Secondhand polaroid cameras promotion

16. Secondhand film point and shoot promotion

17. Secondhand dslr promotion

18. Secondhand digital point and shoot promotion

19. Secondhand medium format film promotion

20. Expired film promotion

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- Optimistic
- Looking forward to learning more about the camera store / the goods and services that we
- I have experience making video, so I am not too worried about the technical aspects of this project
- I am a bit afraid of being too ambitious about what I can achieve with the time and resources I have
- I tend to overdo film projects and put too much pressure on myself, so I am aiming to keep this relatively simple with a strong plan
- Make a video promoting the PhotoCo Camera House Store
- This changed pretty quickly to promoting shooting film after I made the list of 80 possible ideas