Professional Project

Text + Work - Viral Advert (Google earth pro)

Harry Bird
Text + Work and Viral Video • Art Institute Bournemouth • 11 May 2008

View the project online:

http://mediahost.aib.ac.uk/fdashow08/bird/projects/two/pp/index.html

Introduction and Text + Work CDROM 2

My second professional project 5

Google Earth Pro 7

Exploring Google Earth and Video Recording 8

Exploring and using Adobe After Effects 10

Evaluation 12

Budget and Project plan (Text + Work) 13

Budget and Project plan (Viral Advert) 14

Invoice (Text + Work) 15

Invoice (Viral Advert) 16

Learning Agreement 17

Synopsis of Study 17

Learning Agreement 19

Assessment Criteria 21

Action Plan 22

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth

Introduction and Text + Work CDROM

I was very nervous when we were first given this project because we had to

work for someone else rather than freelancing. I found this daunting and I was

slightly concerned if I was up to the task. It became more worrying when I

hadn’t found a project that I felt suited me, I also thought that the projects that

were still available were weak and did not suit me and my style of art, and

time was running out and I was getting nervous. My lecturer found an interest-

ing project that would allow me to create visuals and VJ for a band, live and

the Poole Lighthouse, this sounded really exciting and was the kind of project

that appealed to me, but sadly, due to family issues in the band, The project

had to be canceled.

My Lectures found me an in house project where they wanted me to make an

interactive CD-ROOM for “Text + Work” who are responsible for the Art Insti-

tute gallery and all the event planning that gets taken place.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 2

This project for Text+Work never really appealed to me, I had to have it fin-

ished within a month, when everyone else's projects had to be completed

within four months, so this already had me worried and slightly concerned. I

started working on this CD-ROM, and I was shocked by the lack of organiza-

tion skills and lack of professionalism of the project leaders, everyone seemed

to blame everything on everyone else and it felt like I was stuck in the middle

of it. The creative director (who was in America in a critical time of develop-

ment) could not make her mind up on what she wanted and carried on chang-

ing her mind, and with very little time I decided to give them what I had com-

pleted and move on because I felt I was not being treated in a professional

manner. This fall back did not worry me much, It didn’t ever feel like a “profes-

sional project” (see image above)” There was no kind of learning agreement or

brief or any kind of a hard copy that even proved the project existed. I had

completed what was asked of me, so I have my own evidence of work.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 3

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 4
My second professional project

I was back to square one, I still did not have a client, and with two months until

hand in date I was fed up. My Lecturers had some ideas of there own and

wanted a possible viral advert that could sell the course, the Institute itself and

the town. This sounded interesting. We made a fair and decent learning

agreement, although the lecturers had quite a clear idea of what the wanted,

they left me a decent amount of creative freedom, I didn’t get to much freedom

where I had so many ideas it became an issue, the lecturers gave me a base

and they wanted me to build on it. They made it clear they wanted it online and

interactive so new students can use it and get a taste of Bournemouth. My first

initial idea was to make it a random experience, make it light hearted, I wanted

to bring important pieces of information across to the viewer as well as slipping

in some humor! I felt that lecturers wanted me to inject my own sense of char-

acter to the project, I wanted to make sure it was “my take on bournemouth”. I

wanted the viral advert to explore Bournemouth, but I wanted to explore the

areas of Bournemouth where I see vital for an Art Institute Student. I started

designing possible layouts, I wanted to implement a navigation that included a

button that shuffled the media around, this only worked if I decided to make

more than one video, the idea was to click on a button and a random viral

video would appear. I thought this would be an interesting experience for the

viewer.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 5

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 6
Google Earth Pro

I took my workings to show my lectures who are also my clients and they

thought I was on the right lines, but they thought the idea and design had a

lack of personality. I agreed to a certain extent, maybe I was playing things

‘safe.' The layout was unnecessarily neat and everything was a bit clean and

tidy, I think my lecturers wanted me to add my side of the story and show

Bournemouth threw my eyes. I felt I was on course but I figured it was impor-

tant to make it personal.

When I was first briefed, my lecturer immediately said it would be worth check-

ing out Google Earth Pro and see what it has to offer. At a first glance, Google

Earth is technically superb, it allows to fly around the globe in seconds. What

else does it offer? Well, not that much, unless you decide to spend and get

Google Earth Pro. Pro offers the chance to export video and record your paths

(see bellow) this is a powerful tool for designers, massive companies around

the world use Google Earth Pro such as Sky News and Sky Sports News.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 7

Exploring Google Earth and Video Recording

After exploring Google Earth, I felt it could be a great addition to my project.

The software allows things to be labeled, such as streets and roads and gen-

eral shops around town, My initial plan was to export three different videos

with each video showing different information, Then the user could select what

information they would like to see. This was my favorite idea, I felt it gave the

user a sense of interactivity and gave the viral advert a distinctive edge. This

idea was going to be tricky, I instantly had major issues with exporting video

into Flash 8. I also tried Adobe Director and that had problems with the huge

amount of video that was being processed at the same time. I asked the Cli-

ent, and they weren't too excited about the idea and felt that keeping the viral

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 8

video itself interactive, but possibly putting it into a website that had its own

interactive elements.

I had my own plans, to really spice up the video, I wanted to video record my-

self DJing with sound and sync it in with the google earth video, it would be a

unique type of (non live) Video Jockey idea, I felt that this would put a new

spin on the project and would make it personal and exciting. I used Quicktime

Pro, Two Macbook Pros and a iMAC with a line input to help record a better

sound quality, I used Final Cut Pro to edit the movies.

I decided to listen to the client and continue making this viral video. At this

point I thought it was time to start developing, I had my plan and I was ready to

start designing. The first thing I had to do was make a path on google earth

and export it to .mov (see above) that went around bournemouth and showed

places I felt were vital for new students. I planned for the video to be at least

Six minutes. I thought that it was vital to make sure the movie was in Sync with

the video and sound I head recorded already (see image above).

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 9

Exploring and using Adobe After Effects

I decided to use Adobe After Effects to put all these different media types to-

gether and bring the project together, After Effects has the power to bring

things to life. I thought it would be vital to add light and visual effects that

would enhance the video so it relates to the sound and google earth map. I

wanted to keep all effects and visuals in sync with the sound at all times to

really make the advert unforgettable, i wanted people to remember it, I feel this

is a key point to a viral advert. to keep things in Sync, After Effects has a

plugin called Trapcode Sound Keys This program tracks parts of an audio file

and allows you to select them and it generates keyframes depending on where

the selected part of sound is. Then you can link any kind of effect or movement

to these keyframes. This is a decent, professional and tidy way of doing things,

but it only worked for certain tasks. For example, I wanted effects to fade in not

just suddenly come in like a traditional key frame would work.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 10

 I feel that the lighting effects work great with what I am doing, they enhance

the video, they are used as a tool to mold the sound and video together, when

a new song mixes in another light effect comes in with a different colour, it

shows the viewer when a new song comes in. I think it’s a neat touch that

helps make the project original. It’s like the earth is hosting a world wide light

show

I decided to highlight important parts of the video by making time pause and a

create a collage of media that would mask in and show the viewer what the

highlight is all about and what it looks like from a first person perspective, most

of the highlights are serious but I figured it would be fun to inject some humor

and highlight places that are relevant and humorous. I felt these collages

make the video feel three dimensional.

Random lights that go with the beat make These collages highlight my must see parts of
things exciting and less obvious Bournemouth using simple masking skills
Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 11
Evaluation
I felt that everything came together well at the climax of the project, I am

pleased with the results. However I cannot say I have experienced real pro-

fessional client. At the start of the project I was really concerned and unsure if I

was ready for this task, I was not sure if I was ready to be thrown in to the ‘real

world’ as such, The first client I worked for defiantly was not professional and if

thats what the real life is like I am really frightened. The poor start was forgot-

ten quickly with my second clients who told me what they wanted, we had ar-

ranged meetings and it was settled, I received decent emails that were all in-

formative and understandable. After the learning agreement I knew what was

asked of me, and since then this project has been decent, It’s been time con-

suming, big work rate was required and it was a challenge to my organization

skills, it was important that I did not get to ahead of myself, I surprised myself

on how the Gantt charts helped me organize my time, it made things run

smoother. I felt the I produced decent work and a successful final piece, i felt i

followed the learning agreement, I am pleased with the final results, If I felt I

had the time, i would of liked to film myself with better quality video camcor-

ders possibly using a green screen so i could mask and motion track my

movements better and make the final video look more polished. I also feel

some of sections of the video feel lonely and empty and could have been im-

proved. I am pleased with the results, i feel the piece is vibrant, exciting and

makes Bournemouth shine. I think I finished the second year on a positive

note. I am looking forward to carry on developing visual mixed with audio type

of projects in the 3rd year.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 12

 Budget and Project plan (Text + Work)
Text + Work Budget
Item Cost Total
Work cost £50 (28 days) £1400
Contingency 5% £111.25
Overheads 10% £222.50
Profit 15% £333
Total 2066.75

For the Text + Work CD-ROM project I was given a budget £2.225

This project required no external expenses, I have worked out I only have

twenty-nine days to work on this project including other expenses to keep un-

der my budget. I created Gantt charts for each project to help me manage

time.

Text + Work Gantt chart

29/2/08 5/3/08 10/3/08 15/3/08 20/3/08 25/3/08 30/3/08

Initial Brainstorming

Idea Gathering

Research

Media generation

Animation

Flash Keyframing

Inserting Media

Evaluation

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 13

 Budget and Project plan (Viral Advert)
Google Earth Video
budget
Item Cost Total
Work cost £50 (29 days) £1450
Contingency 5% £111.25
Overheads 10% £222.50
Domain Registration £60 £60
Profit 15% 333
Total 2176.75

For the Viral Advert project I was also given a budget £2.225

This project required a Domain registration, I have worked out I only have

twenty-nine days to work on this project including other expenses to keep un-

der my budget.

Google Earth Gantt Chart

28/3/08 2/4/08 7/4/08 12/4/08 17/4/08 22/4/08 27/4/08 2/5/08

Initial Brainstorming

Idea Gathering

Research

Media generation

Visual Effects

Google Earth pathing

Video Editing

Inserting Media

Rendering

Uploading and final editing

Evaluation

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 14

 Invoice (Text + Work)

Invoice Attention: Violet McClean

Text + Work
The Arts Institute
Wallisdown
Poole
Dorset BH12 5HH
108 Hankinson Road United Kingdom
Bournemouth, BH9 1HX Date 07/05/2008
01929 427667
thatsmyvibe@hotmail.co.uk

PROJECT TITLE: Text + Edit

PROJECT DESCRIPTION: CDROM Design
TERMS: 28 Days

Description Days Price Cost

Work (per day) 28 £50.00 £1,400.00
Expenses (Contingency Overheads) £726.75
Subtotal £2,126.75
Total £2,126.75

Thanks

Sincerely yours,

Harry Bird

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 15

 Invoice (Viral Advert)

Invoice
Attention: Phil Beards
The Arts Institute
Wallisdown
Poole
Dorset BH12 5HH
United Kingdom
Date 07/05/2008
108 Hankinson Road
Bournemouth, BH9 1HX
01929 427667
thatsmyvibe@hotmail.co.uk PROJECT TITLE: Viral Advert campaign
PROJECT DESCRIPTION: Design a viral advert using Google Earth
TERMS: 29 Days

Description Days Price Cost

Work (per day) 29 £50.00 £1,450.00
Expenses (Contingency Overheads Domain name) £726.75
Subtotal £2,176.75
Total £2,176.75

Thanks

Sincerely yours,

Harry Bird

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 16

Learning Agreement

Name: Harry Bird

Course: Interactive Media Level: 5

Unit: Professional Project

Reference number: IMD513

Credit points: 45

Study hours: 450

Tutor(s): Liam Birtles, Phil Beards

Synopsis of Study

I plan to create a piece that implements positive promotional video and im-

agery that will be the course in the Art Institute Bournemouth called Digital

Media Production. I plan to work on this idea because I feel I could make a

positive change to how courses promote themselves. I feel it would be more

beneficial to make the media light hearted, and easy to watch, I do not want

this to be your typical direct sales pitch, I want to inject my own personality into

the project. I really want to sell the best aspects of student life in the AIB in and

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 17

around Bournemouth. The course will be associated with the product but not

explicitly.

I feel it would be more interesting and exciting if I focus on events and indi-

viduals that have studied on the course in previous years, I will also focus on

making sure that the general aim of the video and imagery will be based on

the human experience.

I plan to make the media comedic and viral in nature, The theme will be ‘7

days in Bournemouth with interactive media’ the imagery and video will show

off the best things that the Institute offers in Bournemouth, including nights that

are focused on Art Institute students, but I will follow mine and my friends

steps through these nights. I also plan to follow specific students in the class

during the day and capture what they do that is loosely related to interactive

media.

I want to do this because I have not done much filming before, and I feel this

would be the perfect task to introduce filming to my skills. I am really keen to

challenge my photography skills and want to learn about the contextual and

theoretical details of the subject, I am interested in the backgrounds of video

and photography and I am really excited in gaining knowledge of technical

processes.

It’s not often I get projects that are aimed at video and imagery, this is one of

the main reasons I want to do it, it feels like a decent breath of fresh air. I plan

to create an in depth storyboard and proposal for the Lectures to confirm that

my idea of development is agreed.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 18

Learning Agreement

On completion of this unit I will be able to:

LO1 Demonstrate creativity, knowledge and understanding of current stan-

dards of professional practice including:

Differentiating between various approaches and applications within in-

dividual genres. A Broad understanding of creative contemporary business

practice.

LO2 Demonstrate a professional ability to plan my time and my work, includ-

ing:

Project time planning

Working successfully with others in the production of creative outcomes

LO3 Demonstrate understanding of relevant costing and invoicing procedures,

including:

The various costing and pricing scales and structures within relevant commer-

cial contexts.

Timescales for payment

Legal requirements, copyright and syndication rights.

VAT, National Insurance, etc.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 19

Assessment Requirements:

Body of professional creative work as identified in a learning agreement

100%

Each assessment requirement must be passed at a minimum grade of 40% to

successfully complete the

Unit.

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 20

Assessment Criteria

Evidence of understanding through synthesis and development –Research

used to inform design decisions and communicate ideas (LO1)

Evidence of knowledge of contextual and theoretical issues – Knowledge and

understanding of contextual and theoretical issues demonstrated through

learning agreement and project planning (LO2, LO3)

Evidence of Knowledge of technical processes – Knowledge of suitable hard-

ware and software required for the planned project (LO1, LO2)

Evidence of understanding through research and analysis – Demonstrate

knowledge and understanding of the requirements of a professional project

(LO3)

Evidence of realisation through communication of ideas – Presentation of

learning agreement and finished project (LO1, LO2, LO3)

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 21

Action Plan
Week 1-2

Plan and brainstorm the subject matter.

Week 3-5

Research in filming, photography and Google earth pro. This research will be

aimed at how I could present this piece. I also need to research other video

editors and photographers that produce a similar style of projects.

Week 5-9

Prepare and plan filming and photography, export video

Week 10 - 14

Last minute filming and photography –and editing

Week 14+

Put together in an attractive manner on the web. Or blog?

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 22

Bibliography

Link Description

www.youtube.com Video uploading

www.facebook,com Image uploading

http://images.google.com Image Gathering

http://www.kfc.co.uk/ Research and media collecting

http://www.jdwetherspoon.co.uk Research and media collecting

http://www.theconsortium.co.uk/ Research and media collecting

http://www.scribd.com/ Used iPaper to present my work on net

http://fatpoppadaddys.com/ Logo Collection, and Poster collection

http://www.bic.co.uk/ Logo Collection, and Poster collection

http://www.harvester.co.uk/ Logo Collection, and Poster collection

http://www.textandwork.org.uk/ Logo Collection, and Image collection

www.trapcode.com After Effect Plug in Tutorials

www.quicktime.com Recording Video tutorials

www.flashloaded.com Help with Flash components

www.flashkit.com Flash tutorials

www.fdainteractivemedia.com Downloaded Briefs

www.google.com Google Earth Research

http://earth.google.com/ Google Earth Download

Drag Slide Fade -Brendan Helped with designing Flash

Dawles

Actionscript 3 - Brandan Daw- Helped with designing Flash

les

Harry Bird • email: thatsmyvibe@hotmail.co.uk • The Arts Institute Bournemouth 23