Join Norman Hollyn for an in-depth discussion in this video Commercial, part of Foundations of Video: The Art of Editing.
Norman: Let's take a short time and talk about short short films.…Commercials, or as they're also called, spots.…Everywhere you turn, someone is advertising something in a ten-second…spot, a 20-second spot, or any number of other formats.…We're going to talk about the shape of a 15 second spot in this…movie, but everything I will talk about here applies to commercials of any length.…Like anything else a commercial starts with the…script which comes from a story or a logline.…
The commercial we'll be looking at here is for a sports drink called H+.…It has benefits for athletes who lose water as they play and exercise.…These stills are from some storyboards that the filmmakers used…to pitch the idea of a commercial to the H+ client.…They're helpful in that process,…because unlike most filmmaking projects, the clients for…a spot will rarely be savvy filmmakers themselves.…And they need some visual aids to get an idea about what they're paying for.…
The filmmakers will also pitch some of the stylistic ideas to the client.…
Author
Norman Hollyn
Released
8/30/2013Start with an overview of concepts like the rule of threes, review a sampling of footage from films past and present, and then dive into script analysis. Find out when and when not to make cuts, how to collaborate with clients and directors during recutting, and how to ground the emotional backdrop for your piece with music and sound. Norman closes with a look at adapting to different genres and filmic styles.
- Exploring the history of video editing
- Controlling what the audience sees
- Identifying the logline
- Performing script and scene analysis
- Coming up with an editing plan
- Cutting from on-camera to off-camera action
- Understanding the value of recutting
- Shaping moments with music
- Working in a specific genre
- Mixing editing styles together
Skill Level Appropriate for all
Duration
Views
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Introduction
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Welcome1m 54s
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Defining terms7m 39s
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1. Introduction to the Editing Process
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Identifying the log line5m 25s
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2. Examining the Cut, the Scene, and the Sequence
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Creating your first cut9m 44s
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3. Recutting
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4. Music and Sound Editing
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Shaping moments with music8m 33s
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Finding the place for music6m 55s
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5. Genres
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Comedy8m 44s
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Action7m 4s
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Television and episodic8m 13s
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Documentary8m 32s
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Commercial6m 3s
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Music video5m
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6. Style
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Understanding style7m 51s
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Mixing styles together5m 51s
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Conclusion
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Next steps2m 7s
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Video: Commercial