Pre-production Planning (Part 2: Moving Image)
Fashion clothing brands are under pressure to promote an awareness of the resources used to create cheaper clothing. Just like Fair Trade promotes the ethical responsibilities of growing or manufacturing goods, fashion brands are under increasing pressure to offset the culture of disposable low-quality clothes by promoting environmental awareness. Coined as 'Sustainable Fashion', high street brands, which mass produce and sell cheaper clothes that are not designed to last, need to promote an ethical ideal to boost their appeal to their own customers.
H&M launched a campaign to promote recycling to introduce more sustainability and boost environmental awareness. Click on the image above or here to find out more about their campaign.
Watch the Close The Loop advertisements, considering how they promote this sustainable ideal while following the conventions of fashion advertising.
TASK ONE: Storyboard first 60 seconds of extract from H&M Close the Loop advert.
Watch the advertisement for H&M's Close the Loop advertising campaign. Create a storyboard for the first 60 seconds of the advert. (See below for how a storyboard is set out)
A storyboard is not a comic book and it is not a work of art. Its aim is to demonstrate shot composition before a shoot takes place to save time and ensure film shoots run efficiently. It also allows producers/directors time to work out how well they are going to communicate meaning to their audience. Underneath is written dialogue/sound or additional information necessary to understand the image. Arrows are drawn on the image to display movement e.g.: tracking shots.
Storyboard the moving image, using key terminology from your moving image glossary. Include all of the information needed, using the storyboard template.
- Frame - rough sketch of the image in the frame
- Duration of each shot
- Camera shot
- Camera movement within the shot
- Edit between the frame
- Lighting - look for clues about lighting - it is rarely ambient (natural) light
- Sound - a short description of audio or dialogue
