Final assignment for the Still and Moving Image course in the Master of Design at Griffith University.
For this project, I crafted a 45-second experimental moving image accompanied by a carefully curated sound design. The creation process involved a meticulous blend of artistic vision, technical expertise, and a deep understanding of the principles we've explored during the course.
My home-shot fictional commercial for Bundaberg's Ginger Beer brings a sophistication approach that enhances the essence of tradition of the brand. A warmth and immersive visual concept allies with and a setting of still life painting inspiration that ennobles the ginger beer. The close-up product shots for this commercial brings an intimate, visually stunning experience, highlighting the yellows to symbolise "the gold" value this product has to Australia. Through a series of captivating close-up shots, I highlighted the exquisite details of Bundaberg Ginger Beer, emphasising its quality and craftsmanship and the sensorial of feeling of the product.
The idea for the video commercial came from the growing trend of video ads on social media platforms, sparking my interest. I chose this project because of the effectiveness of this video ads and how the brands are using this form of content to advertise their products and services.
I was inspired by the works of The Kaplans and Jonathan Knowles. They emphasised the importance of relatability and brand alignment in their video commercials. I also drew from Peter McKinnon's expertise in photography and filmmaking and Grace Wells and her DIY approach. In terms of the visual concept, I incorporated elements from classical still life painters like Caravaggio and Zurbarán to infuse sophistication and cinematic qualities into the video.
In essence, my choice to create an engaging video commercial for Bundaberg Ginger Beer was fuelled by the evolving branding of Bundaberg Drinks and the brand's values as seen in "An Ode to Great Australia." This multifaceted approach was geared toward crafting a compelling, visually captivating, and brand-aligned video that would engage and resonate with viewers while showcasing the premium qualities of Bundaberg Ginger Beer.
BEHIND THE SCENES
My homemade set-up studio (below, left image) consisted in arranging a small section with yellow paper and lighting equipments. This first part of my production aimed to capture the details and macro shots of the product.
Queensland is known as the Sunshine State so I thought "Why not film in the sunlight as well?". To evoke a connection with this characteristic of the Australian state where Bundaberg Drinks was born. I set up my Hero Shot (below, right image) scene in my backyard and used an LED light panel to balance the shadows a little bit since I started shooting at 4 pm, and the sunlight that day was too harsh.
For filming the product details, I made a basic set up in my bedroom. Since I wanted a rotating shot but I don't have a "Lazy Susan" equipment, I used my microwave plate to rotate gently the bottle (below, left image). This part of the process was when I actually had to be creative and figure out how to create a high-quality commercial on a budget.
Not only the microwave plate, but also the spray water do simulate condensed water in the bottle, the black and yellow paper background, and the aluminum foil to create the light reflection on ginger roots(below, right image), all were improvised and arranged to cost less than $10.
THE FINAL VIDEO
Credits for the work
Creative direction, direction, production, photography, video, title design, post-production: Morgana Venturieri
Music: Dramatic Modern Advertising by Berry Deep*
Product: Bundaberg Ginger Beer
Client: Bundaberg Brewed Drinks
*This license certificate documents a license to use the item listed below on a non-exclusive, commercial, worldwide and revokable basis, for one Single Use for this Registered Project.
Item Title: Dramatic Modern Advertising
Item URL: https://elements.envato.com/dramatic-modern-advertising-ASZT7MJ
Item ID: ASZT7MJ
Author Username: BerryDeep
Licensee: Morgana Venturieri
Registered Project Name: VIDEO TEMPLATES
License Date: October 12th, 2023
Item License Code: D74ZYMH2P8
Item URL: https://elements.envato.com/dramatic-modern-advertising-ASZT7MJ
Item ID: ASZT7MJ
Author Username: BerryDeep
Licensee: Morgana Venturieri
Registered Project Name: VIDEO TEMPLATES
License Date: October 12th, 2023
Item License Code: D74ZYMH2P8
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