Completely breaking the rules of framing and composition

EDV

EDV

Well-known member
Something you don't see every day.
The whole ad was like that!

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Advertising has gone meta. I see filmmaking in ads so much these days! That cool car commercial with the camera crew, credit card commercial about people on set, Ebay commercial with film crew in it, etc, etc. Good glass though and a professional set up. At least it isn't some DSLR with a Canon 70-200. I'd throw something at the television. hahaha


Also, see that button at the bottom right? It means nobody will see this commercial anyhow! hahaaha
 
Rather than talk about if we like it or not we should search for answers why it's being done. For once, because the audiences are more aware of the manipulation of the media AND the fact that ultimately it's still the media - meaning someone is pulling the strings here one way or another - the filmmakers, newsmakers, etc thought up that if they show the process (here the lights, stands, flags, lenses, maybe a clapboard) then it will gain more honesty. "We, the filmmakers, have nothing to hide. As a matter of fact we are so transparent that we will show you how we are doing it." That at least was the original intend since then probably copied by unintelligent copy-cats thousands of times... The techniques don't drive me crazy, but filmmakers, who don't understand the language they pretend to be speaking do.
 
From a psychological point of view, I think its what you said, its being done to denote transparency, honesty, "look we have nothing to hide", etc..

Regardless, its ridiculous and reminds me of the Zacuto shootouts. I hate its use.
 
It's just an attempt to do something different. Doesn't matter whether it's good or bad, all that matters is "different".
 
Yup. It is the psychological approach of apparent honesty. "Look, we where busy shooting a commercial, but now that we have a break, let me tell you the truth." Sorta the story behind the story thing. No magic, no fakery, no tomfoolery, just plain "honesty". The same way seeing how a movie was made behind the scenes - the truth of the story. But, just because it is shot as "honesty" does not make it honest.
 
I personally wouldn't do that unless I was going to make a video explaining what goes behind something, but it's definitely something different to do.
 
OK I did a TVC in exactly this manner last year. The purpose was the client wanted the audience to see exactly what was going on i.e. have more faith in the process of what they were seeing on screen. They took the idea from the dove commercial whereby we saw the reality and then the post manipulation of the woman's image. They believed if we showed only the process people would have more faith in that process going of the success of that piece. I think it worked as well - though still disagree with the colour grade choices (but thats another matter).

Heres that dove video - over 15 million views.

 
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