Croc Commercial CCR

Critical Reflection:

Crocs intertwines the ability to be comfortable and fashionable. They challenge the way people catorgizes clothing. It would be very hard to catergorizes this shoe because of how versalite and durable they are to every activity. It could worn around the house, to a workout, to school, to parties and basically in any scenario you feel is appropriate. 

My product is relatable to audiences. they engages communities and are accessible to everyone. One of the main goals of crocs is remain comfortable, diverse and affordable. They've created their own catergory of shoes that interwines the use of universal fashion without the discomfort and costly prices. The way I would disturbute this product as a real media text, is through social media platforms. More specifically, I would use website like YouTube, to advertise this product. Not only is YouTube commercials already a primary form of advertisement for this prouduct, but YouTube's allows further public outreach. They direct million, probably billions of viewers to watch videos everyday. Another social media I would use, is a video-sharing network called TikTok. On this app, you share mini 15 second to 1 minute long videos that each a daily amount 100 million viewers. This all at the cost of making it on the "for you page." They have a pretty simple algothirm and the clips on this product Youtube are already short enough to plasture on TikTok.

Throughout this project, my production skills did progress a little bit. I got an understanding of how to properly edit. I was able to understand that as far as commercial editing goes, less means more in some cases. With minimal editing you get a clearer promotion of your product. This eliminates the possible confusion of any audience, that would be very helpful in conveying an idea. As far as my recording, I have a better idea on how to improve the quality of my projects. I now understand how to protect my videos from a corrupted resolution. 

Project Blog: Crocs Ad Commercial

Well this is my commercial. I am proud of it being it is my first film, but I am aware of how many improvements I could make. Something I would work on in the future is: my time management. I never took into account just how many days I had to conduct this project. I referred to my schedule majority of the time, but other time I waited until the last minute to either film or write these blogs. My procrastination did take a huge toll on me this time around but I am sure if it continues, it'll be a problem. What would change about the commercial is my setting. I dont like the location at all. I don't like how you can see so many irrelevant items in the background, such as: cars, houses and the dirty roads. I don't think it necessarily ruins my commercial but I would film infront a more satisfying background in the future. This is my first production so I don't expect myself to have a perfect commercial nor a professional looking video. With that being said, I do have a couple thing I am proud of. I am proud of my editing skills and duplication of products commercials. I liked the way I didnt overdo the editting/ edits which would be the transitions and texts. My commercial was smooth and pretty, self-explanatory. I also like the product of my commercial, as far as its comparison to an actual crocs commercial. I did a good amount of research that helped me understand the company's advertisment strategy. They usually showcase the versality of crocs in their colors and usability. I clearly, showcased this in my commercial. I focalised the shoe in action, which helps convey a message that this product is durable, fashionable, multipurposeful, and suitable for all ages (i included a variety of ages in this commercial). I didnt want to film my commercial as a storybook of "why you should buy these shoes" because it isnt a scheme used by the company. I wanted something straight to the point and relatable, which is why I based it off daily activities we all do. 

In conclusion, this project was an experience that I did enjoy. I will look back this blog to eliminate future mistakes and better myself as a creator. 

 

Editing Blog: Recreating the Crocs Logo

 Editing Blog:

I did all my own editing and I did on my phone. I used an app called Videoleap which is where cut, aligned, and transitioned my clips. Before actually editing my commercial I went through all the videos had recorded the previous say and trashed whatever clips would not be used. I also trimmed some of the clips so when I put into my editing app it would be easier to find and got through. In the actual editing process, the first thing I did was adding the videos together and did excess trimming to the clip. I also was aware of how many seconds to make each scene, for sake of a 30 second long commercial. Mostly all of my clips required me to trim the beginning and the end, this helped the commercial "flow" without those awkward 2 seconds of my actors standing around, waiting for their que. I trimmed each scene to around 4 to 6 seconds and I believe they were long enough to relay the message I was going for. After cutting and aligning, I started putting in transitions. The transitions were minor and not after every clip. I used transitions for my first to second scene and for the outro clip of the products logo and slogan. These transition were fades and very easy to insert. After transition, I began to add the white bolded phrases I talked about in my storyboard blog. I simply added a text, with a normal font, made the color white, and upped the size of words, bolding them across the screen. I did this for 4 of the 6 scenes and each text was about 2-3 seconds long. 

The last thing I had to add to my commercial was the logo and slogan clip, which is at the end. Instead of googling their logo I decided to recreate it. This was mainly because I did not find a clear and satisfying version online. I wanted a white worded logo with a green background, so I remade it with an app called Phnoto. First thing I did was get the exact signature green the crocs company uses as a background. Then I found fonts that were almost identical to the actual Crocs logo, they weren't exactly the same but they didn't look to far off. Since their logo is pretty simple, this did not take long at all. I centered the words and changed the size a couple times and was all done. After, I put the photo in edited commercial and made its time about 5 seconds long. Last but not least, was the music. I literally went on Youtube and search "commercial songs" and found this song called Makeba by Jain. I overlaid the song on my commercial and was done with my editing process:). 

Here's my recreation of the Crocs logo and slogan:

Filming Blog: Changing My Location

Filming Blog:

 On October 28th I filmed my commercial. The location I planned to film on completely changed from downtown near the beach to my home. This was due to time sake and difficulty with transportation. I did not realize how complex that would make my filming process, so I settled for the front yard of my home. This is a pro and con because the setting is not as satisfying and you could see a lot of unnecessary items in the background. The pro is its convenience and filming at my home allowed me to gather all my actors without needing to limit how long we filmed. 

The first thing I did to prep for my commercial was gather equipment, this included: all the crocs I own, a jump rope, cleaning and using a basketball, and prepping my tripod. My actors arrived and they all worn their own crocs as well. The variety of colors and designs were helpful in showcase the diversity in shoes, which I did use to my advantage. Based off my equipment, you can see I change to sports ball I used from a volleyball to a basketball, simply because that's what I had on hand.

The actual process went pretty smoothly, this was with the help of my storyboard. My story board was executed pretty accurately and I only had to make one or two changes/ additions to the scenes. I am doing this project by myself meaning I played the role of director and camera man. I was able to direct my actors properly, in a way that followed my storyboard and carried out my vision. All of my scenes called for a reshoot for one of two reasons: either I wanted a different shot or angle of the activity or I didn't like how the actor carried out the scene. One thing I found helpful in filming was to let the camera role as we redid certain activities, instead of stopping and restarting the camera. This gave me more footage to work with and saved the hassle of resetting the scene/ camera. Also, I used the grass in my front yard as a setting for this film and I found myself having to clear out many fallen leaves, so that was a constant chore I had to do.

 

Planning Storyboard for Crocs Commercial

 Storyboard:

First Scene

- the first scene will be an up-close shot of the product, the crocs. My actor will be wearing the shoes, simply posing. I want this clip to start off with a mid-jump. My commercial will jump into the camera but the camera will be angled at the Crocs. This scene will be located either on the pavement of a sidewalk or in grass.

Second Scene

- I will began to sell/ advertise my product. I want this scene to be a clip of actors running across the screen, wearing the crocs. This will also be an up-close shot and will only showcase the shoes. This will include about three actors and will be shot on pavement as well. Each actor will be wearing a pair of crocs and will have different colors. My alternative would be: one actor, one pair of crocs. I plan to bold the word "RUN" will bold across the screen, simultaneously.

Third Scene

- this scene is exactly like the one before except, "PLAY" will bold across the screen as showcase my actors participating in an activity. The activity will be volleyball and I will film this in sand. Considering my location is on the beach, I believe it is appropriate. This shot will be in tracking style. This time I will show my actors full body and maybe include a quick close up of crocs. 

Fourth Scene

- "EXERCISE" will bold across the screen this time. I will showcase a workout scene in the crocs. Actors will lift weights or jump rope in the products. This shot will be on pavement most likely, location wont be as important. 

Fifth Scene

- This is the last scene with actors in it. "FAMILY" will bold across the screen this time. I will definitely use more than one actor in this clip. Everyone will have a pair of crocs on, wearing different colors so show their versality. Actors will stand next to each other, lined up horizontally, wiggling their toes or simply engaging with one another to represent that sense of togetherness. 

Sixth Scene

- I will recreate the Crocs logo and include their phrase "come as you are." The background will be their signature light green and the Crocs logo and slogan will be white. This final clip will fade out into white or black screen.

*throughout the commercial those bolded phrases will be white, background music will play, and I do not plan to include a voiceover but I am willing to change that if commercial is not self-explanatory*

Planning for my Crocs commercial

Planning Blog:

Props

I want my commercial to consist of everyday activities. So, I want to use sport balls, popsicles, and things to sit on like chairs or couches or benches.

Costumes

My actors will wear comfortable clothing that correlates with the color of the Crocs. Attire will consist of jeans, graphic tees, hats, sunglasses, and maybe jewelry that would dress the ankle of my actors since some shots will be up-close.

Schedule

On 10/22/2020, I did research on the conventions and codes in Croc commercials

On 10/23/2020, I planned the costumes, props and location of filming

On 10/25/2020, I began the storyboarding of my commercial, establishing the sequence of my film

On 10/27/2020, I began filming, getting all of my clips, will probably start editing

On 10/28/2020, I will began and finish editing between the 28th and 29th

Location

I will use downtown, near the beach as my main set. There, I will record clips of my actor walking and participating in regular activities. I will use my home to film clips of the actor seeming comfortable and relaxed. 

Set

I will bring all my props and my actor/actors. I want this commercial to reflect a simplistic, authentic scenery, so I do not plan to bring extra appliances or over complicate the recording process.

Backup Plan

My home can also be used as a backup location if I'm not satisfied with the beach scenes or I miss a couple shots. If for any reason I run into complications with actors, I will have an actor-less commercial. I will advertise the crocs using a stop-motion film technique. 

Research blog: Commercial Conventions

 Research: Commercial Conventions

I will be doing a Crocs commercial. These commercials are very simplistic. You'll see people sporting the shoes while doing everyday activities, dancing, or posing.

• the dress code in these commercials are casual clothing that's comfortable, in-fashion and matches with the style and color of the Croc shoe.

• props you'll see are everyday necessities such as: couches, bags, phones and food. You'll see walking equipment such as: strollers.

• the appearance of the actors are delightful, they are smiling and expressing a happy mood as they complete simple, effortless tasks.

• the sounds in these commercials are always dominated by an actual song, the song is upbeat and mellow. throughout the commercial the music is briefly used as a background for the actor to say slogans or encouraging lines.

1. Commonly, you will find one-word phrases bolded across the screen in these commercials, these words are also repeated by the actor. Phrases like "beach" "paradise" "stylish" are used to describe the shoe and the versality of its wear.
2. In these commercial they focus on the actor and the shoes. You will see up-close angles of the croc to show detailing. What I also noticed, was their use of celebrities as promotion, so you see a lot of shots of the actors sporting the shoe. 
3. Crocs usually put their logo/brand at the end of the commercial, bolding it across the screen. Their slogan is: "Come As You Are."