Conspiração: Publicidade Reel

Conspiração Publicidade: ShowReel (2012)

Credits: Creativity, Storytelling, Motion Graphics, Editing and Musicalization.

-----------------------------------------------------------------------------------------------------------------------------------------------------

The Project:

Create a dynamic editing that shows the large amount of commercials and films produced by the Company.
In other words, a traditional showreel.

Strategy:

In order to give a little twist to the project, and avoid the lack of structure in most traditional showreels, the videos were grouped together accordingly to the target, and the music was edited to provide a different mood for each one of them. Also, to generate a more interesting editing, the video was treated as a fictional film, aplying some storytelling rules in order to emphasize the expressive weight of each moment and involve the viewer on a deeper level.

Structure Elements:

1. Opening: The objective of this first moment is to establish a strong visual rhythm in order to lead the viewer to a more optimistic and responsive state of mind. This is done by using film moments where the human factor and musicality are the protagonists.

2. Content groups: As told before, the different commercials were selected and grouped accordingly to the target, using the music to provide the most appropriate emotion for each segment. Also, there were added some elements to create connections between the ending and beginning of each group.

Kids. The music maintains a cheerful style.

Cars. The pace changes to a more aggressive and adrenalinic sound.

Youth. The entrance of the female's voice gives the music a more youthful and modern style.

Sports. The trumpet makes the sound a lot more dramatic and tough.

3. Bridge: This moment acts as a breaking point by slowing the fast pace reached in the editing, avoiding this way to fall in the monotony and losing the viewer's attention.

4. Closing. The music uses a repetitive rhythm, in order to announce the ending, while the last content group is closed with a celebration moment; leaving the final take to the characters of the opening musical. That gives the viewer a known element that can be related to something already seen in the film, avoiding this way to cause the feeling of unexpected or inconclusive ending.