Have you ever created a spot that you don't know what the hell you've created. People say it is good - but you know better.
I recently produced an image spot for our 11pm news. I'm not thrilled with it but can't put my finger on it. Is it the script? Is it how it was shot? Am I just too hard on myself?
Check it out and PLEASE - give me your opinion. None of us can learn or grow without good, constructive criticism.
Be gentle.
10 comments:
I think I know why you don't like it. It's the concept...or lack of one. From seeing your other work, you're used to good concepts that aren't just the talking points from your research. The best spots are guided by research, not regurgitations of it. Believe me, I've done my share of spots like these and I'm always disappointed with them. Your imagery, editing and compositing couldn't be any better, and you should be proud that your ability makes the best of a weak concept. But don't despair. Even a spot like this, since it's well-executed, can be effective with ample frequency. Chin up, Ido. Your next spot will rock, I just know it.
I think I agree with you about the lack of concept. This was a blah script and I know it. Some things are beyond my control.
Thank you for your kind words about the execution.
I just recently discovered your blog through a coworker and I'm finding it very informative. I have to agree with your anonymous poster that it seems to be a lack of concept. The spot itself is gorgeous, but it does have that seen it, heard it before quality. I know I've fallen into the trap myself (or been pushed into it) and I'm always disappointed with myself at the end result.
Still, it is a very nicely done spot execution wise. And while I'm on the subject of execution... :-) Your promo for the serial killer you featured here was pretty nifty. It's always nice to come across a promo that takes that extra step - and inspires you to do the same.
It's well produced.. if not a little over produced. Seems like you may have let the vision of time lapse cloud you while working the script.
So I'll break it down-
SHOOT- Good. Nice and clean, well shot.. good light use and plates.
EDIT- Solid albeit a little frenetic. When it got to -:10 and started kicking in to 2 boxes.. it was too much. Also.. did you put a reverse on the fire shot? That threw me.
SCRIPT- Sorry.. but pablum. You didn't tell me why WESH is a station for me, or emotionally hook me into your visuals. There's a disconnect there. The question I ask producers who hand me scripts is this: "Is this advertising or a press release?" This plays like a well-produced press release.
SUMMARY- Not a bad spot.. it's clear you can shoot and edit... but I have no idea what you're trying to sell me. This stinks of a great spot that went to a supervisor and got mucked down in jargon.
In other words.. you're SUPPOSED to cover my life, my community.. you're SUPPOSED to cover the things that effect me. Those are the price of entry... now sell me what you'll give me that the other guys won't.
A little ditty comes to mind... let's pick it up in the good part...
....Steve Martin: My old King Tut costume.. I remember this. This was back when the show meant something.. Back when I used to care..
[ singing ]
Something's out there.. [ whistles ]
Something's in the air.. [ whistles ]
Don't know how, don't know why
Got a feeling tonight's the night I'm actually gonna tryyyyy..
[ Steve, Victoria and Chris Farley run into the hall ]
Not gonna phone it in tonight.
Not gonna go through the motions tonight.
This time I'm really gonna do the best I can.
Mr. Cue Card Man, put those down over there.
For some reason tonight, I care!...
Actually, I thought a big part of the problem was the delivery by the anchors. They seemed like they were trying to yell above the level of the music which was a bit too overpowering.
I wouldn't kill yourself over this spot. We all have those spots that we phone in. Sometimes, the well is empty. Sometimes what the powers-that-be want doesn't have any basis in reality.
I don't do news promos, but I just finished working on a new open for a TV show where the executive producer completely changed course four or five times during the process. Each time he would try to explain his vision, then end up emailing me a link to a video that matched what he wanted. I'd create a new open that felt like the sample he gave me, then he'd change it all to something completely different. Rinse, spit, repeat. The end result was one of those Frankenstein type of pieces that has no real coherence. By the end, I had nothing interesting left to offer. It was literally him sitting next to me and me asking "What color do you want this blob?" "How big do you want the text?" Every last thing I just let him tell me what he wanted it to look like, with no creative input from me (as I had none left to give).
Mind-numbing.
So was the reason why you phoned it in like this, or just garden-variety phoning?
To take a page from the guru Graeme himself...replace the call letters and it could work for any station. It doesn't speak to the viewer.
The visuals are great. The shots are gorgeous, a little heavy on the time-lapse, but I can understand it's use to convey the urgency of breaking news.
It's nice and clean, and not reliant on graphics, definitely my kind of spot!
The edit becomes a little too rhythmic for me around :11...just before you get into the 2 boxes. That percussion break could be a good opportunity to grab my attention again with some big nats, like that siren, and that fire. I like to break up the rhythm and pacing when the music gives me an opportunity like that.
Production values are great, wonderful presentation, but the message is lost in the rhetoric.
Warning, big plug...i'll be putting up a few promos on my own blog:
http://mlange221.blogspot.com/
Throw some criticism my way!
Needs some flaming text... Less anchors... More police tape.
Don, I think it's a great promo. I just think you've done it before and your bored with this kind of look and feel. It feels the same as the horrible KENS 60 second image we did (right AFTER you left) and that WFAA spot that you optimize so much. It is very pretty though! :)
Jenn
It's formula. Nothing wrong with it but nothing special. Also the last shot of the anchors being raised up looks a little weird and out of place.
Good luck!
I thought it was good, was a bit fast all the way through, but was good.
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