documentary /film storytelling 2004. tchumley
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Documentary /Film Storytelling2004
http://people.vcu.edu/~tchumley/
A brief history of Adcenter documentaries
Thanks, Roger Lavery
In 1996, faculty member Roger Lavery created the documentary assignment as part of his Perspectives in Advertising curriculum. His students, divided into teams of 4 or 5, would research an assigned topic, such as the Absolut Vodka campaign. From this research the team would develop a “script” of their documentary. (The script was mostly speculative.)
They devoted 10 weeks to this process.
Thanks, Roger Lavery, part two
Roughly ten “scripts” were researched and prepared. Students would then present their “scripts” to the faculty. (The quality of the presentations often far exceeded the “scripts.”)
The faculty voted on the best presentations and the most feasible “scripts” to produce.
Thanks, Roger Lavery, part three
The winning teams were awarded a small amount of money and given the go-ahead to produce their documentary in the following semester — but the production phase of the documentary was un-credited. In other words, no class credit.
Winning team members had the option of going forward — or not.
Thanks, Roger Lavery, part four
When a winning team lost members, other students from losing “scripts” could come aboard.
As a matter of principle, the faculty made sure that everyone who wanted to participate in a documentary had the opportunity. This approach eventually killed the documentary.
But first, success.
1997TOPIC GROUP SIZE GRADE (SUBJ.)
VISA 4 B
SEDELMAIER 4 C
PERDUE CHICKEN
5 D
1998TOPIC GROUP SIZE GRADE (SUBJ.)
APPLE / 1984 6 A
NIKE WOMEN’S CAMPAIGN
6 B
BRITISH ADVERTISING
4 C
BMW - THE ULTIMATE DRIVING MACHINE
6 C
1999TOPIC GROUP SIZE GRADE (SUBJ.)
CHEVYS 6 B
GOT MILK? 6 C
NORWEGIAN 5 A
SATURN 6 B
2000TOPIC GROUP SIZE GRADE (SUBJ.)
BARTLES & JAYMES
7 / 4 C
ESPN 6 /5 B
ICONS OF ADVERTISING
5 / 5 ?
*2001*TOPIC GROUP SIZE GRADE (SUBJ.)
BENETTON 9 / 5 A
VW 10 / 7 A
WEIDEN & KENNEDY /FAILURE
9 / 5 / 1 C
* 2001 is generally conceded as the pinacle of documentary class.
The bittersweet taste of success
With the successful conclusion of the documentaries of 2001, everyone wanted to be a part of the process.
Everyone.
And then the curriculum changed
To include additional classes in Fall 2001 curriculum, Perspectives in Advertising was shortened to 10 weeks. The documentary assignment was sacrificed to accommodate this change. This meant that all research, or “scripts,” would have to be completed in the same semester as production.
This is also the year the documentary class became a real class, carrying three credit hours.
The slow slide begins
Largely due to financial limitations and strained resources, we limited enrollment in the documentary class to 23 students. That’s two groups of roughly 12 students.
And because we were forced to do all research and production in the same semester, we created two very broad topics: Comedy in Advertising; Drama in Advertising.
2002TOPIC GROUP SIZE GRADE (SUBJ.)
COMEDY 12 C
DRAMA 12 F
Predictably, things turned to shit
In hindsight, the problems were clear:
• Twelve students per team was about six too many
• Research & production in 1 semester difficult
• Topics too broad; limited resources failed them
• Students began editing documentaries
From the frying pan to the fire
Nevertheless, the Comedy documentary was aired (several months late). It was mediocre. Undeterred, the entire first year class was eager to produce their own documentary.
Simultaneously, several university forces collided, resulting in the documentary class becoming required for ALL STUDENTS in the SAME SEMESTER.
Figuratively, Chernobyl
Last year, the documentary class was a complete meltdown. We (eagerly) started the semester with the charge of creating a documentary on Phil Dusenberry. He was the subject of the Adcenter’s first roast, held November 4 in New York. The film would be premiered at the roast.
Five weeks into our semester, he bailed.
Lemons to lemonaid? No. Jonestown Kool-Aid.®
We scrambled.
We changed topics to Adcenter Graduates. We contacted alumni. We travelled. We interviewed. We reviewed footage. We edited. We edited some more. We sat on it. I edited some more.
In the end, we got nothing. Absolutely nothing.
2003TOPIC GROUP SIZE GRADE (SUBJ.)
PHIL DUSENBERRY
60(4 x 15)
*
GRADUATE EXPERIENCE
60(4 x 15)
F
Evolution of the species
The documentary class has now become two classes: Documentary Production, and Visual Storytelling. Six students, working with me, will produce one documentary. The remaining students will produce a number of short films under the guidance of professor Mark Fenske.
All students will learn the technology portion of the class (shooting, editing) in their Lab.
Who? How?
The topic for the documentary is something to the effect of: The Proliferation of Non-Traditional Advertising. Or something to that effect.
Students interested in the documentary will submit (via email) their ideas for the development of the topic, and will also include reasons why they should be selected for participation.
Who? How?
Faculty members will select six students from the submitted applications.
Email applications must be submitted by Thursday, January 22, at 5 p.m.
Selections will be announced by email on Friday, January 23, before 5 p.m.
Pros / ConsDOCUMENTARY VISUAL STORYTELLING
Work well as a team member
Prefer to work independently
Share responsibility for a project
Full responsibility for projects
Produce one large filmProduce several small
films
Travel No travel
Evolution of the species
As a result of this latest evolution, several scheduling changes must occur.
Two of the technology labs will be devoted to the Visual Storytelling class. One technology lab will be devoted to the Documentary class.
Mark has permanently moved his lecture to Wednesday at 10 a.m. in the Lecture Hall.
Schedule ChangesMONDAY TUESDAY WEDNESDAY
Documentary Lecture
10-12 a.m. *
Room 232
Visual Storytelling
Lab 1
10-11 a.m.
Computer Lab
Visual Storytelling
Lecture
10-12 a.m.
Lecture Hall
Visual Storytelling
Lab 2
11-12 a.m.
Computer Lab
Documentary Lab
10-11 a.m.
Computer Lab
* Documentary Lecture will typically run longer than scheduled time.
2004TOPIC GROUP SIZE GRADE (SUBJ.)
NON-TRADITIONAL ADVERTISING
6 ?
What is the lab? What will I learn?
Basically, you will learn how to shoot and edit.
Specifically, you’ll learn how to use a Canon GL1 digital video camera. You’ll learn Final Cut Pro editing software. And you’ll get basic instruction on how to set up and use our Lowell light packages.
What is the lab? What will I learn?
Regarding the software, we will review, on-screen, the software. Then you will work through an assignment.
Camera work will be demonstrated/projected, and then you’ll check out equipment and shoot.
http://people.vcu.edu/~tchumley/
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