Commercial CCR

Name: Blake Booysen (Period 5) 

Creative Critical Reflection 

1. How does your product use or challenge conventions AND how does it represent social groups or issues?  

My commercial utilizes conventions that are typically found throughout various athletic commercials, especially those of Nike. I choose to follow the conventions on the basis that the commercial would be easier for the viewer to understand and relate to. Additionally, by better being able to relate to the viewer, profit could be made through the selling of merchandise such as clothing and accessories. Nike, Under Armor, and Adidas commercials were all examined during our planning process. Throughout the viewing of these various commercials, I observed similar conventions being used to attract the viewer. I then realized I should integrate these conventions into my commercial to establish an authentic and inviting athletic commercial while being unique to the Nike brand and the product. These conventions include the upbeat music with little or no lyrics, athletic or social environments as settings, dramatic or vivid color palettes, little or no text, and simple transitions. The upbeat music excites the viewer, athletic and social environments appeal to the viewer’s interests, dramatic and vivid color palettes attract the viewer, the text does not take away from the meaning of the commercial, and the simple transitions make the commercial easy to follow. The commercial also represents social groups. The commercial is aimed to interest people who enjoy exercising or socializing, therefore encouraging them to purchase Nike apparel. This is essential because profiting from the sale of the merchandise is how the company is able to function and grow. Another reason this is beneficial is because the selling and wearing of Nike merchandise establishes a brand image. A positive brand image encourages others, via word of mouth or simply seeing, to purchase their own merchandise thus increasing revenue.  

 2. How does your product engage with audiences AND how would it be distributed as a real media text?  

My product is a Nike commercial lasting about 30 seconds in length that focuses on featuring Nike apparel and accessories to establish a positive brand image. Also, it included specific elements such as the setting to try and establish an athletic or social environment. This product will engage kids, adults, athletes, or athletic programs as they view the commercial at home or in the workspace. The more interested the viewer(s) in the product, the more likely they will purchase Nike apparel or accessories. My product also engages with the audience by establishing brand recognition. Throughout the product various Nike apparel or accessories are shown being worn by different actors. A viewer sees this and is then able to recognize Nike apparel in their day-to-day lives. I believe by establishing brand recognition, a viewer will be more encouraged to purchase Nike apparel or accessories. Through the profit of these sales the company is able to function and grow. As a real media text, this product would be distributed to television companies and social media platforms. Nike would pay to have the commercial run on live television as well as broadcasted on social media platforms. Younger viewers will likely see the commercial through social media platforms they frequent, while older viewers will typically watch the commercial on television through channels such as ESPN or NBC Sports. The aspect of distributing the commercial through both social media and television is essential in connecting both generations of viewers with the brand and establishing brand recognition. In terms of physical advertising, not much can be done because videos cannot be played in a magazine, however, the use of digital billboards such as the ones used on the highway or in large cities such as New York might be beneficial.  

3. How did your production skills develop throughout this project?  

 During the beginning stage of the product we knew we had to create a commercial, which was to my liking as I already had strengths in creating media using technology. Also, I knew I was able to organize my media in a logical and visually appealing manner. However, I was concerned with the the software and hardware that I would be using in class to produce and edit the commercial. I am a person who prefers to use equipment I am familiar with rather than try new equipment. First of all the camera I was using was not your traditional camera on your phone. It was a camera with an SD card, tripod, complicated software, and a lot of buttons. At first I found the camera to be difficult to use, but with time and experience it became a lot easier to use. Looking back on the experience now I have learned to be more open to learning new things because they may not be as hard as they seem. Another thing I was able to learn from was technical difficulties. The computers we had in the classroom were very outdated and did not have the processing power to handle the software and the rendering of the video. The school tried to replace them with laptops but even these were slow and difficult to use. As a result, I ended up using my own computer at home with the Final Cut Pro software. The computer ran perfectly and I was able to finish my project in a timely manor. The technical difficulties and the trouble shooting taught me to never give up on a problem and to continue working through it until you find a solution. Finally, another lesson I learned during the production process of our commercial was the ability to pace yourself and not procrastinate. The commercial had serval due dates for tasks such as storyboarding, blogging, filming, and editing that I had to keep track of and manage. If these tasks were not done by 11:59 pm at the given date then you would receive a 0 for the grade and potentially other grades. This taught me to manage my time wisely and my commercial and other tasks were submitted on time. 

4. How did you integrate technologies – software, hardware and online – in this project?  

Three specific forms of technology were used in the development and production of the Nike commercial. First the internet was used to research various commercials from Nike, Under Amour, and Adidas and establish idea of the conventions used in the commercial, for example, upbeat music with little or no lyrics, settings that establish athletic or social environments, and simple transitions. From there I was able to create a commercial that I believed to be visually appealing to then viewer and would encourage them to purchase Nike apparel or accessories. The next piece of technology I used was Final Cut Pro. Final Cut Pro is a professional video editing, color grading, and motion graphics software found on Apple computers. No template was provided, and required me to research how to use the program. With some research and experimentation I was able to use the software with some degree of knowledge. I added special effects, transitions, and color grading to my product. Finally the last piece of technology that I used was Google Drive. Google Drive is a file storage and synchronization service developed by Google. I had previous experience with Google Drive and was easily able to navigate the platform to locate my documents. The reason I used Google Drive was to save all documents to one space that can be accessed on multiple computers. With the technical difficulties and usage of multiple computers, Google Drive was essential in allowing me to manage my product and not waste time. Also, all file formats I used were compatible, for example Final Cut Pro saves and video, so I was able to save all my data to one location.