Similar to the editing process used for the short film, these montage clips feature B-Roll shots taken on the set of the various photoshoots. These clips were filmed in such a way to make them look somewhat candid and cinematic, sharing the aesthetic of the photoshoot to blur the lines between the two mediums.
Using the same backing track to the short film and cut down to 10 seconds each, these montage videos are formatted vertically as if they were to be posted on social media. The reason for this is because portrait is the default orientation of video platforms like Instagram Stories, with the video taking up the whole screen.
In advertising and marketing terms, using this format would be ideal in pushing promotional content out to customers and viewers, either as an ad in between posts or on official accounts. Furthermore, the audience engagement is increased due to them being exposed to nothing but the video on their displays, typically their smartphones. This is further assisted by the use of a 10 second duration which take full advantage of the "story" format across a number of social media platforms by reducing the need for the viewer to tap to watch ahead; the full video is available to watch immediately.
This tactic of short videos being available at a tap is becoming more common as a way to engage users in apps and this drive user count and the content produced through the platform. Tiktok, a video sharing social media platform, is the best example of this today where users can upload short videos and clips to the service. Viewers are able to scroll through the videos by simply swiping up or down, to which the app presents them with a fresh new video every time. Whilst this is an incredibly successful tactic used by companies for engagement, it has also had adverse effects on screen time and young people's attention spans. With new content being provided on demand all the time there is no need to go elsewhere to find something fresh and entertaining.
Overall these clips were successful as supporting outcomes of the photoshoot and short film. Typically, they would tie the gaps between a fully fledged campaign on the brand's website and the general public, being displayed on social media platforms to form a bridge between the media products. However in this case, as part of my Final Major Project, these 3 short videos present not only another set out outcomes but also reflect an understanding of the types of behaviours and practices used in industry-level productions and campaigns.
(1) Facebook INC (2021) Instgram At: https://www.instagram.com (Accessed 18/05/21)
(2) ByteDance (2021) TikTok - Make Your Day At: https://www.tiktok.com (Accessed 18/05/21)
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