Ad Film - Making
Mis-en-Scene involves . In Ad films a lot of CREATIVITY AND FUN
information needs to be compressed in small units
of space and time. Also clarity of articulation is of
paramount importance. Hence, specially designed
Mis-en-Scene practicals, as well as theory classes
have been created for this course to enable
students to master the craft of shot designing for
Ad films.
MONTAGE
The art of Montage making involves not only
understanding how a juxtaposition of images
creates meaning but it also involves the larger
philosophical understanding of the structure of
syntax itself. The various conceptual approaches to
Montage making, be it the classical American style,
the French new wave style or the Russian approach
are all necessary mental precepts which help in
making dynamic and unforgettable Ads. Through
detailed analysis of well known Ad films, as well as
live demonstration of Montage making, the course
ensures that the student is aesthetically well
prepared to make Montages which are effective for
the purpose of Ad film making.
SOUND DESIGN
The role of sound in Cinema is well known, but in
Ad films, sound designing acquires special
importance. Sound combines with the picture to
create an image. These combined images
juxtaposed in the correct manner together create
that larger memory which triggers the recall so
necessary for actuating sales or creating brands.
Sound design therefore is an inseparable and
intrinsic part of the creative process of Ad film
making. The course gives specialized inputs in jingle
concepts, jingle recording, track laying, dubbing and
mixing. Not only are the students trained in the
technical workflows of sound designing but are also
trained aesthetically to use sound along with
pictures to create effective Ads.
56
Ad film making is all about innovation and fresh
thinking. In the crowded space where ad-films
compete with each other, it is only those whacky
and out-of-the-box ideas that get the eye-balls and
the mind space. At Digital Academy- The Film
School, we not only pay attention to the theory and
practice of ad-film making, but also try to unleash
and unlock the latent creativity of students through
a series of fun practicals. In these practicals
students are encouraged to play with funny crazy
ideas and concepts. They are also asked to run riot
with color designing, graphic designing, and copy
writing. The idea is to help students develop a
personality that is comfortable with mind bending
imagination and is not conservative in its approach.
ACTUALITY TRIP REPORT
In this project the students are introduced to the
special ways in which film makers observe reality.
Students are generally taken to some public place
and made to record on paper, the visuals they see
and the sounds they hear. By doing this, the
students realize how reality needs to be
subjectively observed in order to showcase the
latent meanings of any space.
2 3 SHOT CONTINUITY EXERCISE
This project involves taking three static shots which
create a seamless space-time continuum. It is a
basic exercise to test a student's conceptual grasp
of physical continuity be it positional, directional or
relational. The understanding of physical continuity
forms the basic foundation of film grammar and is a
basic craft-skill that any film maker needs to know.
3 DRAWING STORY BOARDS
Story boards are an integral part of Ad-film
conceptualization and visualization process. The