I am going to conduct research into existing products so I have a better idea as of what I should and could create and how they give an impact. This is used by companies in order to understand what the competition is creating campaigns and how we can better their work. I am doing this research so I can find out what is already on the market, deconstruct them to see what works and then apply that to my own work in the future.
https://www.youtube.com/watch?v=jBS7v-v5oMo
CAMH's has done a YouTube video about anxiety.
The video begins with a girl talking in hospital bed. We can tell this because she is in a plain room with a plain blue hospital gown on. she begins by saying that she can't breath. This gives the video an instant drop into the scenario. The tone of the video is very serious and the colors are very desaturated. This is not a happy video. By knowing this video is by CAMH's and she begins saying she can't breath, we can tell that, in terms of theory, this video is meant to be informative and create personal relationship. A lot of people will be able to relate to this video due to their own problems they have with anxiety.
The video then cuts to her breathing extremely heavy and are forced to get up close. By forcing the audience to get close to her, they will begin to feel uncomfortable and shocked by the instant change in scene. Once again, people who suffer from anxiety will understand the quick change in mood and will allow them to relate to the video.
The camera then begins to back away from the girl and she appears to be completely alone in her room. She begins to say that she believes her anxiety should be treated the same as every other illness. A lot of adults in the world believe that mental illness in young people isn't real due to the fact that they are young and don't have many responsibilities. so although the video relates to a lot of younger people, it is aimed at the older demographic so they can learn about the health of the younger generation.
The video then cuts to her window. All along she hasn't been in a hospital but rather her room. This shows the a the audience that she in her room all the time and believes staying there will make her better.
From this video I have learnt that you do not always have to make things obvious in a story. settings and movements can be very subtle and give uplift to a larger emotion. This video for example uses the camera movement, mise-en-scene, lighting and fast cuts to help tell how she feels in her room when she is alone.
Comic relief is a charity with the famous Red Nose Day. They have a very simplistic advert with a very low amount of camera and editing techniques. The aim of the video is not to be creative or unique. The video is informative and straight to the point. The video features a very diverse selection of celebrities from young to old talking about their problems with mental health. This brings in the two step flow theory. People may look at these celebrities and think that if they suffer from them and have beat them, they can aswell. However this may also make people think that charities only care about celebrities and not everyday people. Comic relief thought of this. Therefore they brung in everyday people with a wide range of diversity and allowed them to speak about their experiences. This makes people feel less alone and like their voices can be heard. This video is very educational. It isn't telling people to seek out help, it is showing people the effects of when people get help. this would encourage others to seek out assistance with their illness. The video is edited with cross fades. This makes the people and celebrities seem connected to each other due to the fact they blend together. If there were hard cuts, it would define a line between each person and make each person seem alone in the video.
From this video, in comparison to the first video, I have learnt that a video doesn't always need to use fancy equipment and cameras to tell an empowering story. The video would have been very inspirational to a lot of people and gave them hope. The video isn't about having the best lighting or the best backdrop... The video is about the people in it and their story. Nothing is distracting the viewer from the story which connects them to the people more. the stability of the camera and the lack of editing gives the video a very close feel to real life.
This video begins black with a fade in text. In this, white serif font, the words "mental health" and "real" are in yellow. This is due to the fact that the video wants you to clearly understand and reinforce that real people are saying these things. We then cut to a black and white video of a woman sitting down. She does not speak. Text appear with words of different emotions. As the audience we attach ourselves to them words and connect them to the woman. We sympathise for her. She is not addressing us, she doesn't even acknowledge the audience. This gives the same impression as being in the street. It makes the audience think about all the people they pass everyday in the street. They do not talk to them, but only see their face. The audience are meant to begin to realise that anyone can have mental health issues and there is not always an obvious sign. The video is in black and white so we have no distractions. They don't get distracted by hair, skin, clothes... we are forced to look at this woman in the eyes. After many of these words are displayed, the audience are overwhelmed by the amount of sad emotions that this woman feels. After the many emotions we feel, a man appears and it says that he doesn't know how to say it, but he feels the same way. This way of storytelling makes the audience connect the large amount of sadness to that man. The audience begin to sympathise for the man and his explosion of emotions. We are then told that 12 men commit suicide every day in the UK. This sets in the seriousness and volume that mental health has on men.
From this video I have learnt how colours can be used or not used to tell a story. I have also learnt that speech doesn't always have to explain a story, text can be given to imply emotions. Furthermore I have learnt that Font of text effects the emotions behind the words. In my video I will remember to use these techniques in my favour.
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