I made a commercial for Kodak.

Teo Crawford

2 Dec 202321:46

EducationalLearning

32 Likes 10 Comments

TLDRThe video documents the process of creating a spec ad for Kodak. It starts with the initial idea and research phase, then moves into securing a protagonist, gathering filming equipment including a gimbal, and scouting locations. It depicts the two day shoot with key scenes like running through nature and finding the film at a glacier. Finally, it shows the editing, post-production, and end result of the 3-minute Kodak ad. The creator is mostly happy with it, though notes a few shots he wishes were better. Overall it encapsulates his creative endeavor to conceptualize, film, and edit this ambitious ad to showcase his skills.

Takeaways

😊 Peter was contacted by fotch to create a spec ad using their gimbal
📹 He decided to make a spec ad for Kodak with a humorous story about going to great lengths to shoot on film
🎥 The ad follows a protagonist that leaves reality behind instead of just using his phone camera
🚶‍♂️ Filmed over 2 days in different locations, including running through town and atop a glacier
🎞 Tried creating a cinematic yet analog look through color grading and film effects
👍 Happy with the music, ending, and many of the shots
🤔 Some shots stand out as lower quality and a couple ideas didn't work as envisioned
💡 Made to demonstrate capabilities, not an ad commissioned by Kodak
😃 Thankful to fotch for sponsoring and patreon supporters for enabling his work
🤳 Overall solid project but not his best work, excited to hear feedback

Q & A

What prompted Peter to make this Kodak advert?
-Peter was contacted by the gimbal company Fotch to test out their new gimbal. This gave Peter the idea to make a spec advert for Kodak using the Fotch gimbal.
What is a 'spec ad'?
-A 'spec ad' is made to demonstrate a filmmaker's skills and abilities. It is created independently without being commissioned by the brand being advertised.
Why did Peter choose Kodak as the brand for his advert?
-Peter chose Kodak because it is a well-known and iconic brand that many people have nostalgic feelings about. He felt it would be good creative fodder for his demonstration advert.
What was Peter's initial idea for the Kodak advert?
-Peter's initial idea was to show someone going completely out of their way to shoot on Kodak film instead of just using their phone camera.
How did Peter cast the main actor for the advert?
-The main actor is Peter's friend Dennis. Peter had asked Dennis to act in a previous project before, so he reached out to see if Dennis was available for this advert.
What challenges did Peter face during the production?
-Key challenges were unpredictable weather requiring last minute location changes and shooting in freezing temperatures at high altitudes.
What is Peter's assessment of the final advert result?
-Overall Peter is happy with the final advert, though he identifies some weaker shots and ideas that didn't work out as envisioned. He looks forward to audience feedback.
What camera and equipment did Peter use to shoot the advert?
-Peter used his Sony a7III camera along with a Tamron 28-75mm lens. He also used the Fotch Scorp 2 gimbal and Rode Video Micro microphone.
What post-production techniques did Peter apply?
-In post, Peter focused on selecting fitting music, color grading for a cinematic yet analog look, and using effects like grain, bloom, and halations to enhance the film-like feel.
Who sponsored the making of this Kodak advert?
-The advert was sponsored by the gimbal company Fotch, who provided Peter with their new Scorp 2 gimbal to test and shoot with.

Outlines

00:00

🎥 Overview of the Kodak spec ad project and creative process

The first paragraph introduces the Kodak spec ad project, showing some stills and mentioning it is a behind-the-scenes look at the creative process. It starts with the initial email from the gimbal company Fotch asking to collaborate, and the decision to make a spec ad for Kodak. It explains what a spec ad is - made without a brand's involvement to showcase skills.

05:00

🎞️ Casting the lead role and preparing the filming gear

The second paragraph discusses finding the lead actor Dennis and planning outfits/shots. It then covers preparing the filming gear including the camera, lens, microphone, and the Fotch gimbal. Key features of the Fotch Scorp gimbal are highlighted.

10:00

🌄 Filming day 1: The pond, field, forest trail scenes

Paragraph three focuses on the first day of filming which started at a pond, showing the specific shots captured there including intro orbit shots and dialogue. They then went to an adjoining field to shoot running scenes before moving to a forest trail to film running downhill shots.

15:02

🚊 Filming day 2: Challenging snowy mountain scenes

Paragraph four covers the difficult second shoot day, where lack of snow forced a last minute location change to mountain areas. It highlights the challenging cold conditions (-4°C at 3,200m altitude) and praises the lead actor's performance despite inadequate attire.

20:03

🎞️ Editing impressions and result reveal

The final paragraph shares editing details and overall impressions of the result. Specific critiques are made regarding shot inconsistency and confusing scenes, but satisfaction expressed regarding music choice and some effective shots/ideas. The final Kodak tagline is also highlighted.

Mindmap

Keywords

💡spec ad

A spec ad refers to a speculative advertisement that is made to demonstrate creative capabilities rather than being an actual paid commercial. In the video, the creator decides to make a spec ad for Kodak to showcase his skills in filming and directing advertisements. This allows him to have material to show potential clients. The spec ad follows a fictional story around a man going to extreme lengths to shoot on Kodak film.

💡filmmaking

Filmmaking is the process of making a film, including screenwriting, directing, camerawork, editing, and other production tasks. As a creative filmmaker, the video creator conceptualizes, plans, shoots, and edits the Kodak spec ad to achieve his artistic vision. We see aspects of the filmmaking process like developing a story idea, location scouting, filming with specialized equipment, and post-production editing.

💡analog film

Analog film refers to photographic film containing light-sensitive material that captures an analog representation of reality. Kodak is iconic for its analog film products. The spec ad pays homage to Kodak's history while potentially attracting younger generations to explore analog film over digital photography. Shooting on analog film is portrayed as a magical, memory-preserving process.

💡commercial

A commercial is a short video advertisement promoting a product or brand. The creator sets out to make a creative commercial that builds awareness of Kodak as a brand. The commercial follows fictional narrative conventions while feeling cinematic. The goal is to produce an inspiring piece of advertising that captures the emotion and craft of analog photography.

💡Kodak

Kodak is an iconic camera and film company that dominated the photography industry in the 20th century. However, the rise of digital photography challenged Kodak's business model. The spec ad seems to acknowledge Kodak's troubled history while reasserting the uniqueness of its analog film products that set the brand apart.

💡fotch gimbal

A camera gimbal stabilizes footage by pivoting on motorized axes to offset camera movements. Fotch, sponsor of the Kodak spec ad, provides their new high-capacity Scorp 2 gimbal for shooting smooth footage. The creator tests it to film complex moving shots for the ad - showing off possibilities with the Fotch gimbal.

💡behind the scenes

Behind the scenes refers to the process of making something, in this case, the Kodak ad. The creator documents and narrates clips showing the steps, challenges, and details involved - location scouting, camera operation, directing a talent, and editing. This reveals the hidden effort required before viewers see the polished final ad.

💡post-production

Post-production involves editing, sound design, visual effects, and finishing processes applied to footage after filming is complete. The creator mentions spending significant time color grading clips and adding film grain effects to give the Kodak ad an emotional, cinematic analog look and feel.

💡spec ad director

The spec ad director refers to the creator directing the Kodak commercial. He visually plans out and executes scenes to match the storyboards in his imagination. This involves successfully guiding both camera operation and the actor's performance to achieve the required shots.

💡lightroom presets

Lightroom presets are preconfigured editing settings that can be applied to streamline batch processing of photos in Adobe Lightroom software. The creator commercializes such presets related to film looks, continuing his mission of promoting analog aesthetics, as the Kodak ad also does.

Highlights

The video tells the story of how I made a spec ad for Kodak using a gimbal from Fotch

A spec ad is made to demonstrate skills and capabilities, not an actual ad commissioned by the brand

I decided to have some humor by overexaggerating the concept of going way out of your way just to shoot on film

The gimbal I used, the Fotch Scorp 2, worked great and has useful features like auto rotation mode and AI tracking

I was worried my camera or gimbal would lose power in the extreme cold but they performed fine even at -4°C and 3,200m altitude

The editing was straightforward as I edited according to my plan, but choosing the right music took some time

For color grading I went for a mix of cinematic and analog look with warm, yellow tones but kept it cool to match the weather

I'm happy with the music which gives the ad the right energy, and the ending tagline rounds it off wonderfully

Some ideas like the cliche photographer scene didn't work as well as I envisioned

I like the concept but can't tell if it really works until I show first time viewers and get their feedback

Thankful to Fotch for making this project possible and to my Patreon supporters who make my work possible

Let me know your thoughts on areas I could improve, I aim to keep getting better over time

Check the links in the description for Lightroom presets, tutorials, postcards and prints if interested

I hope you liked the video, I'm pretty happy overall but know there's room for improvement

Looking forward to reading your feedback and thoughts in the comments!

Transcripts

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