Week 09 – First Due Date

Reverse Engineer a Native Video

Instructions:

For this assignment, you will find a video on social media and analyze a frame of that video. After you have found the video you would like to analyze, write a blog post (you can use any blog platform of your choice, like WordPress or Medium) which analyzes the effectiveness of the brand and their design.

Please make sure that you use BYU-Idaho appropriate content to analyze. Your understanding will be shown through a combination of writing and “draw overs.” A “draw over” is when you take an original design and use a program like Photoshop to draw over top of it. This allows you to visually show what you are writing about. Watch this video which demonstrates how to create a draw over: Draw Over Instructions. A minimum of three principles of design should be discussed.

Your post should include the following:

    • Introduction:
      Write an introduction to your post. Include:

      • the unaltered original design.
      • any background information to help set up the rest of the post
      • an introduction to the audience and how the post is connecting to that group
      • how are they using the seascape principles
    • Analysis:
      Create draw overs and write paragraphs explaining how the designer utilized three of the following (one draw over and paragraph for each):

      • contrast
      • repetition
      • alignment
      • proximity
      • color
      • typography
      • Composition
      • Fundamentals 
      • Lines
      • Layout
      • Golden Section
      • Rule of Thirds
      • Not Half
      • Swiss Grid
      • Custom Grids
    • Conclusion:
      Write a brief description of how the above principles contribute to the overall design.

After you have written and published your blog post, add a link to the coinciding post to your class’ FACEBOOK GROUP.

Project Evaluation

Instructions:

Now that the project is over, it is time to reflect on how things went. Write a brief explanation of your experience, what went well and any areas of opportunities. This is where you will use the metrics defined within the ippie process you’ve written during the first week of the last project.

Submit to iLearn

After you have written an evaluation of the project, put together a PDF with the following:

  1. First and Last Name
  2. Section, semester and professor
  3. Screenshots of the posts created for the last project
  4. Evaluation of the metrics from the published posts
  5. A brief write up of what went well and what could be improved

Native Video Project Description

Background

In this unit, you will create a branded video utilizing the brand voice created during the brand identity project. One of the most important strategies in content marketing today is video. The platforms of distribution for video content online have continued to shift. Facebook is getting more daily minutes watched than YouTube, Snapchat's daily views are now in the billions, and video on Twitter has taken listening and one to one branding to a whole new level.

The video you create should sell your brand. The video may be entertaining, educational or emotional. It should not feel like a hard sell. Social advertising generally feels like normal content, with just a hint of a brand attachment. Like we have learned this semester, it comes down to the content of your video. Also remember, native videos are first viewed without sound and therefore should use subtitles.

A video is not a slide show of photos. The project needs to be moving images, and not just photos with a kens burn effect.

(Transcript of Native Video Project Overview Video)

Project Components

Script

Any video is better when it has a little bit of a story behind it, and what’s the best way of creating a little story? You got it – by writing it down. Writing a script will also make your video more organized. You get into that planning mood where you are 100% thinking about what is the purpose of the video. You get to sit down and think about what is the message that you want to communicate and what is the outcome you expect to get.

The first thing you want to do is to break the video script into different sections or chapters if you will. Any video script should contain at least these 3 sections:

  1. The Hook
  2. The Body
  3. The Call To Action

Story Board

A storyboard is a piece of paper with boxes drawn on it that show how every shot in a marketing video will be visually represented. Shots can be quite elaborate creations or simply rough sketches. The purpose is to outline each shot to see how to help the director, the camera person, and the editor put the video together. Sometimes, the storyboarding process is used to flesh out the concept into more tangible action shots before scripting. Sometimes storyboarding comes first, and sometimes scripting comes first. The storyboarding process may be easier for you to complete if you think more visually than just words on a page.

Do not skip this step or shortchange it. Storyboarding will save you time when it comes time to filming.

Shot List

A good shot list maximizes shooting time and limits downtime across all departments. In this post, we lay out the essentials of a shot list, and provide the only film & photography shot list template you’ll ever need, free.

A shot list is a full list of all the shots that are part of your film, with minute information for each of them. Creative shot choices aside, it’s easy to forget that a shot list is a strategic document. Creating a shot list is essentially like creating a shooting gameplan for the day.

Music

Music needs to be added to the native video. Music can greatly enhance a video by evoking impactful emotions. Illegally obtained music is the quickest way to get your videos removed from social media. This means you need to use music where copyright license has been obtained. You can do this by using music from stock sites, using sites which provide music with the proper licensing or by contacting the artist.

Things to look for when shooting

Post Production Help

What is due?

Like we did in the last project, you will start to plan how you will succeed. Those who take the time to think and consider all aspects of a project before they start to execute will experience higher results, therefore, the first assignments associated with the project will help you identify and plan. Develop the following:

IPPIE Plan Write up

You need to develop a response to the first two sections of the IPPIE plan. This means you should identify key strategies to make your branding a success. Understanding your audience and how to connect with that audience is key. Therefore you should answer:

  • Objectives
  • What is the main clear message of your video?
  • Who is your audience (define them here)?
  • What actions would you like your audience to take?
  • When do you expect your audience to take the action? (this should be more than “immediately”)
  • Seascape Principles
  • Which seascape principles will accompany your video?
  • How will the seascape principles connect with your audience and get them to take action?
  • Which taboos should be avoided when creating your video?

Since you have now defined your audience and how to connect with them, now you need to plan the execution. Plan your:

  • Strategy
  • Who: what will you do in the video project to connect with your audience?
  • Where: Do the channels have different requirements or taboos?
  • What: List each piece of content needed for the project and describe what each of those pieces of content will contain.
  • When: Create a schedule for the project. (Gantt Charts is an option)
  • Define Success
  • Decide the metrics which will best track the success of your objective/action.

Script

It is time to write a script for your video. You should always think about what kind of video you want to create and adapt your video scripting process and needs to that type of video. If you choose not to use a formal script write about how you will convey the story without dialog. (A hint, videos without dialog are harder to execute well.)

Where to submit

After you have created your IPPIE plan and script, add a comment to the coinciding post to your class’ FACEBOOK GROUP. Both items can be included as one comment.