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This assignment was exciting, engaging and challenging at times; however, throughout the planning, filming, and editing I certainly learned a lot. My knowledge of Adobe Premiere and After effects were limited, but through some of the online youtube clips and Lynda.com I learned a lot and had fun doing so. It probably took me longer to edit and put the video together that it probably should have, but I guess with time and practice this will become a more straightforward process. I was in a lot of the film clips, so this also made filming myself a little challenging but I have definitely mastered a few techniques on how to get the focus as I want and I started using a filming app called Filmicpro so that I had more control overexposure and I seemed to get better results that way. I loved some of the other challenges I faced such as having to think of what camera angles and depth I would use to capture each clip to get the look and feel that i wanted. I will be spending some more time playing around with the Adobe products as I have enjoyed working in them and leaning all the new things that I can now do. Overall this was a great assignment and was both challenging and rewarding.

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The beginning frame of the video clip includes a slide from the left screen with typography and fast tone music beat that introduces the artist's purpose. Alexanders fine art photography, capturing moments that become your visual displays of how the world is seen through the artist's eyes.  This message will be displayed over aerial footage of a landscape, close up of a  dark/warm silhouette of a person in a dance form and a view of passing trees from an upward angle. - These frames will display seeing the world through the artist's eyes while maintaining visual engagement.

The next frame will be - the artist with a camera in hand capturing an image while walking around the set- the camera angle will be from a wide view to a close-up shot of the artist adjusting the lighting and directing the dancer. Next frame will be of the artist starring at multiple printed prints laying on the floor.   - A voiceover or typography saying, hours of work all brought together to make one final piece.

The voiceover/typography will continue saying - all to add an element of beauty, delight, and wonder to any space you desire. Show art displayed in a home with warmly sophisticated lighting techniques

Typography - slides in from the right saying- Although. Why this art?
Voice over saying - To begin conversations, open imaginations, create wonder and add an element of beauty to a world that has so many flaws. What art piece speaks to you and your personality.
Dictate the emotion of your space - visit ....... for more info.
Frames will consist of man and woman standing admiring the art on a wall with a glass of wine in hand and people in the background on the couch in a small room. Images of the artist will be shown.

The style and camera angles will be unique to engage the attention of the target group of 25-45, that is also the reason for having lots of B-roll to include in the video to ensure boredom is avoided.

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The colour purple with a monochromatic colour palette has been chosen to create an emotional tone of sophistication and high quality while maintaining a sense of beauty since the design palette will be for fine art photographic images with one particular style of images from one artist. Purple will help convey this tone. I chose the style optima Bold and regular to help continue the sophisticated elegant look and tone that portrays high quality and creative element.

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To achieve the tone that has a sense of beauty, feeling of quality and evokes a sense of dramatic and creative emotion I will use a font with high contrast to make it easier for the viewer to read that is easily legible. To ensure the font is professional and displays credibility I will use a classic style font of sans serif that is bold and capitalized to draw attention to the fonts. I will only use one font throughout to maintain harmony and consistency. I would choose something like Optima bold with a medium width and bold weight which is a classic easily legible font that supports an elegant and sophisticated feel, while still demanding attention. I will use a combination of black and purple to create a sense of quality and beauty with a little sense of mood. I will use a strong contrast between the colour and the background to ensure the font stands out from the background and once again is easily legible.

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People who will be interested in buying fine art photography definitely will have some sense of what they like and perhaps like images that evoke emotion as this is what the product is based around. For this promotional video, I would like to convey a slightly dramatic but exciting tone. Because of the type of fine art tends to provoke emotion and has a moody style, with added elements of a cinematic vibe, I would like the video to portray this as well.
To achieve a tone that is cinematic, sense of beauty and mood, I will be using colour to try to accomplish this. As (Samara 2014) explains, using colour is a great way to make the desired emotion in any design or promotional campaign. I will pick a color pallet with purple hues to it, as according to (Samara 2014), a purple color such as fuchsia evokes a dramatic and creative emotion. I feel this element would work well with the promotion of fine art photography. Purple is also associated with a high-end appeal and beauty, so hopefully, this will create a feeling of quality, beauty, and authenticity in the tone of the video. I feel matching the tone of the fine art photography to the promotional video will be a good idea as it will hopefully attract and engage the right target market. I want the feel of the video to be slightly cinematic to entice the viewer's attention, to hopefully stand out from the competitors and other promotional videos to capture the audiences attention. Secondly, I also want the tone of the video to create wonder and entice the viewers to want to look further into the product once the video is complete. To even have it flow as a kind of story where it leaves an impression in the viewer's mind after seeing the clip. So after watching the video, they will have a curiosity to go and take a look at the photographic images and entice them to want to make a purchase.
After watching the video, I want the viewer to feel a sense of beauty with a sense of excitement and wonder.
I will use music also to help convey the message and maintain the tone, and I will use music with a fast tempo to create a sense of excitement and entice the viewer to continue to watch.
For the typography, it will be essential to choose the right type as it will help carry through the tone of the promotional video (Samara 2014).  I will use bold, capital classic letters to ensure the look and feel is strong, and stills portray an elegant feel. I will use a font that is sans serif with a medium width and bold weight. The bold weight will be chosen to add visual contrast. I will use something like Optima Bold with a medium with to create a sense of elegance.

References
Gu, & Lou 2016, Data driven webpage color design. Computer-Aided Design, vol. 77, no. 1, pp. 46-59.

Lee, K., Hark, Kristen, & Martin, Carey 2015, The Color of the Year: A Textual Analysis of Pantone's Color Communication Techniques through the Application of Barthes' Semiotic, ProQuest Dissertations and Theses

Samara, T 2014, Design Elements: Understanding the Rules and Knowing When to Break Them - Updated and Expanded. Osceola: Quayside Publishing Group.

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For the promotional video, I will be targeting individuals who are in the age bracket of approximately 25-45, who are comfortable in their financial position, (middle income earners). The reason the targeted audience will be between 25 -45 and could be male or female individuals is that the product being promoted is fine art photographic prints aimed at individuals who may potentially purchase one of these fine art prints to be displayed in their homes as decorative or self-expressive art. Individuals in that age bracket are likely to purchase a house and want to decorate it or already have a house and looking at adding an artistic element to their decor (a statement piece). Since the art prints are from a new artist, the target audience will not be individuals who are art connoisseur but more individuals that relate to the images or that the artwork speaks to or creates a certain emotional connection. The reason the target audience will be individuals with middle-income earners with higher education is that they will be more likely to have the money to be able to purchase such an item as it is a novelty item.

In order to create a promotional piece that the target audience will relate to and keep them engaged. I will use lots of interesting images or video clips to engage the buyer's interest and choose images that may relate to the potential buyer and hold their interest to continue to watch the promotional piece  (Scott 2011, p 8).

The main promotional message will be as the following.
Fine art photographic images will start conversations, open imaginations, create wonder and add an element of beauty to a world that has so many flaws. What art piece speaks to you?

The message has been chosen to try to indicate that buying these particular art pieces will not only be something nice to look at but that they have a much bigger purpose and value in order to try to entice the buyer to feel like they will be able to relate to the product in many ways.

references
Scott, D 2011, The new rules of marketing & PR how to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly (3rd ed.). Hoboken, N.J.: John Wiley & Sons.

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Mind map created to explore all ideas about the product of photographic art prints and illustrative art prints. Explored in detail.

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Activity 1.5 Research your project (Annotated Bibliography)

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Activity 1.5 Research your project (Annotated Bibliography)

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Annotated bibliography 1
Stockman, S 2011, How to shoot video that doesn't suck. New York, Workman Pub.
This book gave me an overview of what is required to make an interesting video promotion. It talked about how long each frame should aim to be, what lighting, sound, and angles to use to ensure the video is of high quality. The book also further suggests that if the videography is of poor quality, it will mean people will lose interest even if the content is good. All that information will be beneficial as it gives technical skills and expert tips on how to make a great video promotion that is both interesting and of high quality. I will keep in mind the information learned in this resource when thinking of the message I want to convey and how I can do this while keeping the interest of the viewers. So baring in mind the tips this resource has provided I will aim at building b-roll footage that contains lots of angles and frames/images with the message embedded to keep the viewer's attention while still getting the message of the promotion across. I will also endeavor to make a high-quality video as this resource discusses the importance of a high-quality video to keep the viewer's attention is essential.

Annotated bibliography 2
Musburger, R 2010, Single-camera video production 5th ed, Media manual,. Burlington, MA Focal Press.
This book gives excellent insight into the production of making a video. It incorporates straightforward easy to read tables that sums up relevant information. Such as, the authors discuss how to write a treatment and why this is an essential process before any production of the video happens. They also show how to write a treatment without sound and one with audio and how to make it easy to read and interpret what is going on in the treatment. Storyboards are also discussed in this book, they explain how to create a storyboard, why it is essential to have a storyboard and how to use it once it has been established. This book will help with planning the promotion and help with creating a treatment plan, storyboard and camera angles which will assist in making a successful promotional video as it is an excellent resource for helping with all elements in planning to the final produced video.

Annotated bibliography 3
O'Connor, Z 2015, 'Colour, contrast and gestalt theories of perception: The impact in contemporary visual communications design', Color Research & Application, vol 40, no 1, pp 85-92.
This resource gave a great insight into the importance of what color, contrast and design elements that are used when creating a specific message and whether the chosen design is suitable for the selected target audience. It discusses the need for the design to be aesthetically appropriate for the chosen target audience while maintaining visual appeal that is engaging and appropriate. The author continues to discuss the importance of the color and contrast chosen for the design as that is what is going to help the promotion stand out and be effective in reaching the selected target audience. The book also goes into quite some detail about the gestalt law theory and why this approach was still relevant in the 20th century and how best to use the theories discussed, examples are also included in the text to aid in understanding the theory. This book will be beneficial when it comes to thinking about different design elements to use so that I can appropriately and effectively reach my target audience while maintaining visual appeal throughout the promotion.

Annotated bibliography 4
Harrington, R, & Weiser, Mark 2011, Professional web video plan, produce, distribute, promote, and monetize quality video, Burlington, MA, Focal Press/Elsevier.
This resource gave an excellent overview of the style of the product and ensuring it stays consistent throughout video productions, graphics, web design, and any other promotional products. They also highlight the importance of sticking out from the rest of the crowd but ensuring that the style stays the same throughout the entire promotion so that your product stays consistent. This includes the color palette that will follow through from the website to video production set etc. This resource will help guide my chosen color palette and remind me to stay consistent throughout to ensure my promotion is effective.

Annotated bibliography 5
Tag, N 2012, Ad Critique: How to Deconstruct Ads in Order to Build Better Advertising, Thousand Oak, SAGE Publications.
This resource had a handy section on what the target audience is and why it is essential to have a target audience in mind. The authors discuss that your chosen target audience is who you think will be most receptive to the message you are portraying in your promotional piece. The authors go on to discuss that targeting the style of your campaign to suit your target audience will help you reach your targeted audience as it will guide what is put into the promotion. They also highlight that your chosen audience can be different for different campaigns all depending on whether you have multiple people you want to target, so they suggest picking a target audience for each drive to convey your message in a way that will be accepted and receptive. Another useful section of this publication is that it discusses the importance of your message you want to convey as it outlines the reason for the promotion video/advert before its creation, this will guide the look and feel. I feel this book will be beneficial as it discusses essential elements to consider when choosing your target audience and why it is vital to select a target audience for your campaign. I also found it useful as it gave campaign examples of what and why certain messages worked for a specific target audience and highlighted just how important the word of your promotion is.

Annotated bibliography 6
Langton, D & Campbell, A, 2011 Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design, Hoboken, John Wiley & Sons, Incorporated.
This book gave a good overview of what visual elements to add to a promotion. It went into great detail on how to highlight your uniqueness and make your product stand out from the rest of your competitors. This book also went into some detail about how to target your target market. Having read about how to add visual elements and how to use this and other technology to reach your target audience will be helpful for my promotion video as I can adapt these ideas to help make my product stand out while reaching the correct target market.

Other resources I found useful

Butterfield, M., Brown, Clare, Briggs, Nigel, Bernat, Cory, Charles, Barbara, Crellen, Naomi, & Langley, Michael 2014  Red: It's Not Black and White, ProQuest Dissertations and Theses.

Dell'Olio, E., & Goodman, Claire 2016, Behind the Scenes: The Significance of Sound to the Conscious and Subconscious Consumption of Film Rainbow City Trailer, ProQuest Dissertations and Theses.

Fahmy, S. Bock, M., & Wanta, W 2014, Visual Communication Theory and Research: A Mass Communication Perspective. Palgrave Macmillan.

Felix Schoeller, Philippe Bertrand, Lynda Joy Gerry, Abhinandan Jain, Adam Haar Horowitz, Franck Zenasni 2019, Combining Virtual Reality and Biofeedback to Foster Empathic Abilities in Humans, Frontiers in Psychology 9.

He, L., Qi, H., & Zaretzki, R. 2015,  Image color transfer to evoke different emotions based on color combinations. Vol. 9 no. 8, 1965.

Kang, D., Shim, H., & Yoon, K, 2018, A method for extracting emotion using colors comprise the painting image. Multimedia Tools and Applications.

Lu, X., Adams, R., Li, J., Newman, M., & Wang, J 2017, An investigation into three visual characteristics of complex scenes that evoke human emotion. Affective Computing and Intelligent Interaction (ACII), 2017 Seventh International Conference on, 2018, 440-447.

Manning, A., & Amare, N 2009,  Emotion-spectrum response to form and color: Implications for usability. Professional Communication Conference, 2009. IPCC 2009. IEEE International, pp. 1-9.

Volk, L., & Currier, D 2014, No Plastic Sleeves: The Complete Package for Photographers and Designers, Taylor & Francis Group.

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Activity 1.4 Reflection on building the mind map

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Activity 1.4 Reflection on building the mind map

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This mind mapping process definitely forced me to think about the product in more detail and to think of all elements that make the product what it is.
I started off with just thinking very broadly and of all the obvious things about the product but then ran out of ideas very quickly. So then, in order to get more ideas, I had to dig deeper into my thoughts, ask people around me and research further into the product to get the rest of the ideas. This was very helpful as I then had a mind map full of interesting things that I could incorporate into the promo video. I found this technique of exploring the product in-depth a little challenging at first, as it seemed very daunting to have to come up with 100 ideas of exploring the product. However, I found that each thought would provoke more thoughts and ideas and lead to more and more mind mapping ideas and before I knew it the mind map had grown significantly. This technique definitely took me by surprise as my initial thought were that having to come up with so much content would lead to putting down irrelevant information but in fact the opposite occurred and I found myself looking at the product from multiple angles and more broadly and come up with some interesting points. The mind mapping technique also helped me think of what important elements I would like to add to the promotional clip, for example, I looked at the product from all of the potential customer's perspectives including the individual that may not like the product and to see if I could somehow change there mind about the product. While making the mind map I would discuss some ideas with family and friends around me to see if they would spark a new thought, which they did. I now see that the more you dig into the product or message that you're trying to portray the more interesting information is discovered. I really enjoyed creating the mind map, as much as it was challenging it was also very interesting to see all the ideas develop from other ideas, it really encourages you to think more deeply about the product and to look at the product from all possible angles. For example, I did not only think about the product from the perspective of people who like the artwork but also to consider the perspective of from people who may not understand artworks or may not favor them.

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Activity 1.1 (80 Promotional ideas)

1 - New art technology

2 - Save the panda foundation

3 - Hiking backpacks

4 - Hiking shoes

5 - A holiday resort

6 - Hotel

7 - Circus (entertainment)

8 - Book illustrations

9 - Photography equipment

10 - Photography course

11 - Newborn/family photographer

12 - Handmade photography props

13 - Handmade upcycled baby clothing

14 - Handmade resin art/jewellery

15 - Dog groomers

16 - Perfume

17 - Makeup

18 - CrossFit style gym

19 - Gymnastics sports

20 - Eco-brick which recycles waste into bricks that can be used to build infrastructure.

21 - A holiday resort

22 - Hotels

23 - Retro cafe

24 - Winery

25 - paintings by specific artist

26 - Architecture

27 - Musician

28 - Songwriter

29 - Audio microphone

30 - Handmade leather bags

31 - Autism awareness

32 - Handmade dog clothing

33 - Handmade leather dog collars

34 - Exercise equipment

35 - A flower store

36 - Boathouse resort

37 - Drone photography and videography

38 - Day spa

39 - Handmade jewellery

40 - Watches

41 - House decorator

42 - Illustrative art

43 - White noise maker

44 - Electric car

45 - Salon

46 - Wall Stickers

47 - Resin art

48 - Printing

49 - Graphic designer

50 - Programmer

51 - Sunscreen

52 - Designer material/fabric

53 - Clay made products

54 - Local designer clothes

55 - Local designer furniture

56 - Running app

57 - Scented candles

58 - Designer wooden and resin tables

59 - Pearls for designer handmade jewelry

60 - Wacom tablet

61 - Protecting sanctuaries

62 - World health organization

63 - Compassion organization

64 - Digital backdrops/props

65 - DIY crafts

66 - Save the children

67 - Save the planet

68 - Worldwide fund for nature

69 - domestic violence organization

70 - Access 2Arts

71 - Active art studios community group

72 - Adelaide hills Pilates

73 - Violence and bullying in schools

74 - Discrimination of all sorts

75 - Digital society and information

76 - Preserving art

77 - My space

78 - Repurposing fabric

79 - Upcycling waste to create works of art

80 - Wall Art

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My initial thoughts about this course and this task are definitely excitement mixed with a little anxiousness as I love doing anything that has a creative element. The things I love about the creative process starts with the researching for creative inspiration, whether it be via Pinterest, Instagram,  movies, books or just the world around me. I then of course absolutely enjoy putting all the ideas together to make the creative idea a reality and bringing my ideas to life. I love being inspired and trying to incorporate my inspiration into my own work. so this course definitely excited me however I do feel a bit anxious by this course and task as I tend to overthink things and always worry whether other people will like my creative work or whether I am even creative at all or just think I am more creative than what I actually am. I do find this task interesting as I like how trying to think of 80 promotional ideas forces me to think outside the box as that's quite a lot of ideas to think of.