Focus Group-Jack Dale
Focus Group-Matt
Ambuja Cements
Prior to producing my own corporate film, I will be analysing and discussing the features and structures of three corporate films from other companies and how the companies market their product. The first corporate film I will be analysing is ‘Ambuja Cements’, ‘Ambuja Cements’ is one of India’s leading and best cement manufactures who operate on a global scale in 90 countries worldwide. The aim of their corporate film is to promote their safety program ‘We Care’ that improves safety amongst the workers. The film opens with graphics with the company logo appearing in the centre of the frame, this is so the audience know the company that the corporate film is for. I also feel the use of bright yellow colours and dynamic movement of the company logo is to intrigue and capture audience’s attention from the beginning but to also to create a professional image that relates back to the company rather than using plain simple graphics that do not engross the audience into the corporate film. We then see a fade into the intro footage, the editing used throughout the corporate film is simple cuts that move the film from one piece of footage to the next to allow for continuity but to also create smooth transitions between each piece of footage. Although the majority of the editing is simple cuts we see another fade at the end of the film, this is so the end correlates with the beginning as the footage fades in then fades out and to also signify the beginning and end of the film. Once the film begins the audience are shown various cutaways of worksites and their employees to display what the company’s operation has to offer. Alongside the footage we are shown graphics that tell the audiences facts about the company such as the number of operation sites and the amount of employees who work for ‘Ambuja Cements’. I feel the graphics are to show how vast and important the company is. Over the footage we also hear a voiceover and music. The music used is very upbeat to relate back to the footage within the corporate video to show their employees working hard. A voiceover is also used to narrate the imagery and footage to create a more interesting and engrossing film for audiences due to the voice over connecting with the audience by creating a sense that the voiceover is talking to the audience directly through the corporate film. Once the corporate film has introduced the type of product and work the company is providing, the film then begins to tell the audience the about the dangers and accidents that have occurred in previous years which then leads the audience into the main purpose of the corporate film which is the strategy’s of their ‘We Care’ program therefore breaking the film into three parts the first being what the company has to offer, The second part being the accidents that have a occurred and the third part being about the ‘We Care’ program. When the audience is shown the strategy’s put in place by the ‘We Care’ program graphics are placed on screen to display how much safety has improved therefore showing audiences the importance and benefit of the ‘We Care’ program’ and the impact the program is going to create on safety surrounding the company in the future. The footage used is very brightly lit exposing every detail in the image to create a vibrant, clear film rather than using footage that is poorly lit and difficult to see therefore allowing the audience to see the company as a professional business through the visual style of the film by relating the quality of the film back to the company which I feel ‘Ambuja Cements’ does extremely well throughout their corporate film. The corporate film uses a variety of different shot types such as close ups and long shots to create a film that is dynamic but also visually appealing, using a mixture of shot types prevents the film from being too dull and boring but instead makes the film look professional and interesting. To make the footage look even more dynamic the camera uses panning shots and drone shots, using dynamic shots such as these shows the vast nature and size of the company but also to make the corporate film and company look professional though the visual style of the film. The corporate film also uses interviews with various managers and directors of the company to explain how the ‘We Care’ program works but also with the employees to show the program is aimed towards workers and that they are of upmost importance to ‘Ambuja Cements’. Workers are also interviewed to tell audiences how the ‘We Care’ program has affected them and how their work environment has improved as the workers are the ones who are the people that need the ‘We Care’ program. Veolia Water UK The second corporate film I will be analysing is ‘Veolia Water’, ‘Veolia Water’ is a company that specializes in environmental solutions around the UK. The aim of their corporate film is to display and demonstrate the types of services the ‘Veolia Water’ provides and the strategy’s the company have put in place to deliver clean water in the UK. The corporate film opens with graphics showing the company logo much like the previous corporate film I have analysed ‘Ambuja Cements’, using graphics captures the audience’s attention whilst also establishing the company the film is for. When we are introduced o the company logo a voice over can be heard explaining what the company does and where ‘Veolia Water’ operates. I Feel the voice over along with the graphics and footage is used to demonstrate how vast and popular the company is to entice clients as the voice over creates and shows how big the company’s reputation is by the number of people the company provides clean water for. Throughout the corporate film various cutaways such as employees working with customers in ensuring their water is clean and at its purist form and showing employees in the company’s labs testing the quality of the water. Cutaways are used to present the company’s advanced methods and technology the company uses which would potentially engross new customers and clients as they are the leading and best water providers in the UK with the latest equipment and best customer service. The majority of this film emphasise that the company is mainly customer focused as this will also entice new customers as they know they will be receiving the best service from a reliable company. The editing used within ‘Veolia Water’s’ Corporate film is a mixture of simple cuts and fades. The use of these editing techniques allows the film to look interesting without trying to be too fancy and keeping the film look professional which will relate back to how audiences will feel about ‘Veolia Water’ when watching their corporate film. The cinematography within this corporate film is dynamic through using a lot of panning shots that keeps the footage moving allowing audiences to keep their attention by making the corporate film look visually appealing and captivating. Music can also be heard throughout the corporate film to prevent the film from becoming too boring but to also relate to the company being advanced and innovative. Unlike other corporate films ‘Veolia Water’ does not use an interview but instead allows the voice other and imagery to display what the company is about therefore creating a feeling that the voice over is talking directly to the audience engaging with potential customers. I also feel not using interviews with CEOs and company directors creates a sense that the employees are the most important aspect of the company due to the majority of the footage only showing workers which shows the company’s primary concern is the employees working to meet customer’s needs. At the end of the corporate film we see the company logo appear in graphics to which the logo fades to signify the end of the corporate film. The logo appears once again to show audiences who the company is and also what they do as a final reminder but also to correlate with beginning of the film so the corporate film looks as though it has come full circle. Kamstrup The third corporate film I will be analysing is ‘Kamstrup’, ‘Kamstrup’ is a company that provides meters for homes and commercial businesses around the world. The company’s aim is to find the best possible solutions to save energy and money for their customers. ‘Kamstrup’ corporate film displays the company’s methods and strategy’s to create a better and cleaner future for households and also through showing ‘Kamstrup’ innovative technology. The corporate film also aims to engross and entice new customers into using the company’s meters. The film opens with a close up of clean running water over rocks and a voice over introducing the company telling audiences what the company does instead of using graphics. Throughout the corporate film the images and footage shown look clean relating to what the company is trying to achieve with energy whilst also creating a professional image for the company. Throughout the corporate film cutaways are used of varying aspects of the company such as employees, technology and customers which I feel is used to engage with the audience and show how the company operate. Cinematography used within this corporate film is also dynamic similar to the other two corporate films I have analysed. Panning shots and hand held shots are used along with bright, beautiful imagery to engross the audience into the film and create a sense that the audience is looking through a window into the film adding to the realism. The editing used throughout ‘Kamstrup’ corporate film is simple cuts that carry the audience through the different pieces of footage that display how the company operates. The music used within the corporate film is calm with a subtle guitar tone so the music corresponds with the footage in the film and to allow the company to be seen in a professional manner. Other sounds used throughout the corporate film Is diegetic sounds of nature, machines etc. under the music therefore emphasising the use of natural energy sources which are safer for the environment and to create a more realist film as the audience can hear sounds coming from the footage and imagery rather than just the music. Towards the end of the corporate film we see an image of the different meters to show the audience what products they offer which then fade into a graphic of the company logo. This was so the audience remember the ‘Kamstrup’ logo as it is the last image shown in the film and so they can relate the footage with the company logo. Throughout this analysis I will be looking at the various legal issues surrounding my corporate film and the steps I can take to create a film that follows and abides by the different acts. The first legal issue I will be analysing is copyright, copyright is a huge concern amongst filmmakers due to copyright preventing the use of a variety of different music, trademarks and images from an artist or label who does not allow people to publicly use or distribute their music without the artist permission. Copyright is mostly used to protect the artist to prevent any misuse and copying of their work without their permission. If I were to use music under the copyright act without permission within my corporate film this will prevent any public display of my work using media such as ‘YouTube’, which is the main source of marketing for many companies through using corporate films including mine. For my corporate film I will be unable to use music that has been copyrighted therefore I will be using my own original work or music without any copyright infringement such as royalty free music allowing my corporate video to be shared through social media creating exposure for the company I am creating the corporate video for.
The second legal issue I will be analysing is the ‘Race Relations Act 1976’. The ‘Race Relations Act 1976’ prevents any racial discrimination against different racial groups. As my corporate film is being created to be shared across an array of social media outlets to promote and market my chosen company, audiences will vary therefore creating a film that does not cause discrimination or offence is of vast importance as causing this could cause deterioration in the company’s reputation and mine but also oppose the ‘Race Relations Act 1976’. Although creating a corporate film that does not discriminate against a particular racial group is important, this does not mean creating a film that includes all races, creating a film that is racially sensitive which does not display any discriminative racial connotations and follows the ‘Race Relations Act 1976’ allows the film to be appropriate to show audiences and the public. The third and final legal issue I will be analysing is the ‘Disability Discrimination Act 1995’ which was later replaced by the ‘Equality Act 2010’. The ‘Disability Discrimination Act 1995’ prevents any unlawful discrimination and treatment against a person with a mental or physical disability in or out of the workplace whether that be gaining employment, if a disabled child is in education therefore providing extra appropriate and sufficient support without discriminating and accessing public transport allowing equal and fair opportunities for people with disabilities. In relation to my corporate film I will follow the regulations provided by the ‘Disability Discrimination Act 1995’ to produce a corporate film that does not discriminate against disabilities creating a film that will not cause offence and contradict the ‘Disability Discrimination Act 1995’. |
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