Project Summary
Creating the Paper Trail Course ad was an exciting and multifaceted project that showcased my ability to plan, film, and edit a compelling long-form ad. The aim was to produce a three to four-minute advertisement for Edits by Stacey, who is a full-service editor and publishing coach. The ad would advertise a short course that educates authors about different publishing options, helping them make informed decisions. The call to action would drive traffic to Stacey’s website to sign up for the Paper Trail course.
The ad targets authors over thirty years old, with a minimum income of $75,000, who wish to publish their books in the USA. I aimed to have a humorous tone that would appeal to a wide audience and address uncertainty about the publishing industry while emphasizing the time and money they save with Stacey’s guidance.
From the initial planning stages, we focused on a creative concept that would captivate our audience. We initially decided on a single speaker, dressed in various costumes to represent different genres—Fantasy, Jane Austen, Action Adventure, Sci-Fi, Mystery, and Paranormal. However, because of the logistics and limitations of time, we changed our approach and instead opted to hire two actors to play the roles of author and trail guide. This approach allowed us to blend humor with information, making the ad both engaging and educational. Filming involved meticulous preparation, from selecting the right costumes and locations to ensuring the message was clearly communicated. I coordinated schedules, managed props, and rehearsed scenes to achieve the desired effect.
The editing process was equally crucial, requiring me to weave together different scenes seamlessly while maintaining a consistent tone. I incorporated visual and audio effects to enhance the storytelling, ensuring the transitions between the author and guide were smooth and visually appealing. The result was a dynamic and entertaining ad that not only highlighted the benefits of the Paper Trail Course but also resonated with Stacey’s target audience, encouraging them to explore their publishing options with confidence.
Pre-Production
The pre-production phase was filled with both creative brainstorming and logistical challenges. Initially, we focused on crafting a script that included an actor playing multiple roles through various genres while maintaining a humorous tone. The goal was to create an engaging and informative ad that appealed to various ages of authors and stay in the same humor and tone that Stacey has when she engages with her clients. However, as we refined the script, we realized that achieving the perfect balance between humor and information required several revisions, and the logistical problems, as well as my time constraints, would ultimately pose a problem. I took another class this semester that was very demanding on my time and resources, so I had to prioritize when I could work on this project. So, Stacey and I opted to change the format of this ad to incorporate two actors who could deliver the same engaging message and still maintain that humorous tone. We had a dramatic author who posed common frustrations and complaints about publishing in an over-dramatic delivery and inserted a guide who shared the solution as Stacey’s course. We had to ensure that the core message remained clear and impactful, even as we incorporated comedic elements to keep the audience entertained.
One of the major challenges we faced during pre-production was finding suitable actors. Without personal connections in the local acting community, it was difficult for me to find and cast the right talent. Initially, I reached out to the communications department, hoping to find actors who could bring the script to life. However, after two weeks without a response, I needed to explore other avenues. I then contacted the theater department, which ultimately led to success. I found two actors who not only fit the roles but also had a great sense of humor. They sent in their audition videos, and Stacey and I were both impressed by their comedic timing and the energy they would bring to the ad.
The addition of these talented actors transformed our script, allowing us to inject more humor and personality into the scenes. Their auditions showcased their ability to deliver the lines with great comedic timing. This process of script adaptation and casting reinforced the importance of flexibility.
Besides casting, I had to scout locations to find the perfect outdoor park setting that would serve as the setting for the ad. This involved visiting various parks and assessing their suitability, I ended up deciding on Nature Park in Rexburg. I also had to rent and test camera, audio, and lighting equipment to ensure we could capture high-quality footage.
Once Stacey and I held our pre-production meeting with the actors to discuss our overall hopes and expectations, we thought I would be better prepared to film. This meeting was essential for aligning everyone’s vision and ensuring the actors understood the tone and objectives of the project. With everything in place, I scheduled our filming day.
Production
During the production phase, an unexpected windstorm would have made outdoor shooting impossible, so I had to postpone the filming. While this was initially frustrating, it turned out to be a blessing, giving me extra time to finalize costuming with the actors and complete some necessary props.
We rescheduled for the following week. A friend from another class offered to help with the filming, and his experience proved invaluable in capturing the scenes efficiently. Filming went smoothly, as the actors were well-prepared and brought their characters to life with humor and energy.
The filming occurred in the afternoon and the changing lighting conditions as the sun set presented some challenges. We adjusted and made it work, ensuring that each scene was well lit and visually appealing.
One highlight of the production phase was using the camera slider or dolly for the first time on my own. Despite the muddy conditions, I was thrilled to get the dynamic shots I needed, and the equipment added a professional touch to the film.
We wrapped up the production phase by recording some voice-over work with the actors, ensuring we had all the audio elements needed for the final edit. Both actors expressed they had a great time filming, which was encouraging. Additionally, the connection with Amanda, who is breaking into the book business by recording audiobooks, proved beneficial for Stacey, fostering a valuable professional relationship.
Overall, the production phase, despite its initial setbacks, was a success.
Post-Production
From the beginning of this project and semester, I knew the post-production phase of this project would be the most intense part. Coloring became my biggest challenge. Despite working with some mentors to find the best techniques for color correction and other edits, I encountered significant obstacles because of the outdated editing software in the computer lab. This limitation made the editing process frustrating and inefficient, as the tools I needed were not readily accessible.
Another challenge was that some shots I filmed didn’t connect as seamlessly as I had planned. This required me to take creative liberties and think “out of the box” to make those transitions smoother. It was a valuable learning experience in improvisation and problem-solving, teaching me how to adapt when the original plan doesn’t work out perfectly.
The senior project due date is a month to a month and a half earlier than the client requires the final project. Therefore, I plan to access the equipment and updated editing software to complete the edits in the next month, ensuring the project meets Stacey’s standards. Despite these challenges, I was pleased to finalize a rough cut of the project, showcasing the work we have put in so far. This rough cut allowed me to demonstrate our progress and provided a foundation for the final refinements needed to complete the ad successfully.
Key Takeaways
My biggest lessons learned while at BYU-Idaho, particularly from my communications courses and this senior project, have underscored how much I still have to learn. I plan to implement everything I have gained from my classes, but I recognize that video production is an ever-evolving field that demands continuous learning and adaptation. I have already had professionals reach out and offer further mentorship, which I am sure will enhance and build upon the solid foundation I have gained in school. I am eager to embrace the ongoing challenge of learning and growing in this dynamic industry.
Specifically, with this senior project, I enjoyed taking on the challenge of a one-person production, even though it was nearly impossible to execute alone. The time frame and limitations sometimes made the project less enjoyable, but no less satisfying. I enjoyed writing the script and seeing it come to life. Overall, I learned that pre-production is vital to the success of a project. By working out as many details as possible beforehand, I found that production and post-production became much more manageable. Effective pre-production planning helped streamline the workflow and made the objectives of each stage more achievable.
Throughout the successes and challenges I faced in my classes and especially in this last semester, I am excited about what my future holds. I look forward to building and nurturing relationships with creative individuals and working on personal and professional projects that will stretch me beyond my current capabilities. I know that growth often comes with pain, but true satisfaction comes from overcoming challenges that push limitations. I am ready to embark on this journey, and I am eager to see where it leads.