- Pub. Date:
- Taylor & Francis
- Pub. Date:
- Taylor & Francis
Temporarily Out of Stock Online
• Interviews with leading short form content creators
• Details on how to create everything from a corporate piece to a Super Bowl spot
• Strategies for how to quickly attract viewer attention to your content
• Extensive information on how to best utilize the craft of film-making in an advertising context
• A comprehensive companion website that can be found at www.focalpress.com/cw/cook
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|Publisher:||Taylor & Francis|
|Edition description:||New Edition|
|Product dimensions:||7.50(w) x 9.25(h) x 0.40(d)|
About the Author
Table of Contents
- The essence of short form content.
Chapter One - Signal Through Noise: The Concept
- How is short form filmic content distinct from long form filmic content?
- Short form content’s connection to advertising.
- The importance of evoking emotions in short form.
- How to shape perception and motivate action with short form content.
Interview with Frank Hahn, Group Creative Director at 72andSunny.
Chapter Two - Tom Cruise and a Bazooka: The Image
- Images and narrative information ("The Five Ws").
- The importance of motion for short form.
- Using imagery to attract attention.
- Using imagery to evoke an emotional response.
Interview with Gentleman Scholar, AICE award winning directing duo.
Chapter Three - Into the Windowless Rooms: On Editing
- The importance of structure in short form editorial.
- The beginning, middle and end and how each section works in short form.
- The importance of explicitly separating new ideas and concepts in short form editorial.
- What makes an individual edit work?
Interview with Josh Bodnar, Emmy Award Winning Editor from Whitehouse Post.
Chapter Four - Because Tramps Like Us, Baby We Were Born to Run: On Music
- Music and the emotional state of the characters on screen.
- Selecting music that doesn’t distract from the narrative.
- Using music to generate structure and signal transitions.
Interviewees include Zach Hemsey, Composer for Trailers and Feature Films; Gabe McDonough, Executive Producer at MAS - Music and Strategy.
Chapter Five - Rise Into Hit: Sound Design
- Diegetic sound effects and the creation of reality in short form.
- Non-diegetic sound effects and establishing mood.
- Using sound effects to motivate transitions.
Interview with Bryan Jerden, sound designer for Trailers and Feature Films.
Chapter Six - Sculpting the Image: Effects and Finishing
- Using visual effects to hide an edit point or transmit factual information.
- How effects can be used to offer the viewer insights into the psychological state of the characters on screen.
- Using effects to create a stylistic vocabulary.
Interview with Neil Gust, AICE winning editor and sound designer.
Chapter Seven - The Mysterious Art: Color Correction
- The basics of color correction and balancing an image.
- Using color correction to quickly guide the viewer’s eye around the frame.
- Using color correction to evoke an emotional response in the viewer.
Interview with Jean-Clément Soret, Global Creative Director of Color Grading at MPC.