Sophia's Media Studies Blog: 6132

CCRs - Commercial     CCR #1: Isabel Hilmers CCR #2: Gia Scalici CCR #3: Sophia Gamboa CCR #4: Sophia Berman

  Evaluation - Commercial How well does the product meet the brief? The product meets the brief exceptionally well because it is filled with enthusiasm, clear and important benefits, and makes a convincing argument for the desirability of the product.  How is the audience engaged? It opens with an instant arousal of curiosity. Presents a relatable problem that many adolescents encounter. Provides a resolution with energy, comedy, and compelling on-screen action. Integration of Conventions & Technologies: Mid-shot with transitions to alternating close-ups and wide angles with humor and linear story-telling. Concluding with a strong close-up of the product and supporting voiceover. Strengths & Areas for Improvement: Strengths: Captivating story with a beginning, middle, and end along with relatable humor, engaging on-screen personalities, and striking support of the product's value through its traits. Improvements: Higher quality voice overs (VO) and cinematography.

  Final Export + Settings - Commercial                                                                                                                                                     Final Commercial:                                                              https://youtu.be/7ROLrQW-iSk Our commercial targets adolescents so our ad featured adolescent actors...

   Music/SFX Licensing & Titles - Commercial   Track source + License:  All soundtracks were sourced from royalty free IMovie library for non-commercial use.   On-screen text wording and fonts: The only on screen text used in this video was the text on the products. So, the font choice and color was pre-determined. End Card Design: Simple design was used with a pink background for synergy with the mood of the commercial and a straight-forward listing of the cast along with their appropriate credits. The pink background was chosen because it matched the brand of the candy. A white color for the text was chosen for its high visibility against the pink background.

Edit Decisions Log (v1 → v   2) - Commercial Timestamped list of changes: 0:09 - Cartoon "boing" sound effect 0:18 - Watercolor instrumental music 0:22 - Funky, upbeat instrumental 0:52 - On-screen image with text and voiceover  Cartoon "boing" was added to catch the viewer off guard and reinforce attention. Watercolor instrumental music was added to set a disappointed mood. Funky, upbeat instrumental music was added to set the idea that the girls coming on screen are happy and cool. On-screen image with text and voiceover was added to clarify what the product being discussed looks like and present a slogan.

Rough Cut (v1) + Feedback https://youtu.be/E1ekCJ2a0IU      Quoted Feedback: "It's very funny and entertaining." ''Some of the dialogue was delivered possibly a bit too quick and could've been slowed down." "Great natural chemistry between the actresses."      Self Reflection:  I could've been on screen more. I could have been a bit more helpful with making sure we stayed fully on track (Ex. not eating all the candy before the ad was completed). I could've been a bit more expressive with my facial expressions in the commercial.      To-Do List: Try to find ways to improve audio quality. Review full rough-draft to make sure all edits are optimal. Review decisions to make sure we are satisfied with editorial choices.  

Production Log #2 - Commercial       We were very fortunate that we did a thorough job of getting every shot in our storyboard done on the first day of filming which gave us the luxury of simply not needing to do any reshoots.       One of the unexpected challenges we encountered was that we became in short supply of the product. This forced us to change the way we featured the candy in the scenes. In the end, we successfully put the candy in the commercial without it looking strange.      Because we were shooting in an area where any passerbys could unexpectedly meander into our shot, we had to be extra cautious when pressing the record button.   

       Production Log #1 - Commercial       All storyboard shots were successfully recorded. This included our opening with Isabel becoming disappointed with her candy choice. Then, the arrival of the other girls with their superior, better tasting, healthier candy - Smart Sweets. Finally, the resolution shots of all the girls skipping away celebrating their Smart Sweets candy. We expect that there will not be a need for any reshoots.       Some of the challenges we encountered were actors could not stay serious and ended up laughing which led us to multiple takes that could have been avoided. Additionally, towards the end we ate almost all the candy, requiring us to be creative of how we filmed with the near empty bags.                                                     ...

  Location Recce & Risk Assessment - Commercial  Production Title: Sweet Life (Low sugar candy commercial). Date of Recce: September 21st, 2025 Location: Marjory Stoneman Douglas High Address:   5901 Pine Island Rd, Parkland, FL 33076 General Description: MSD is a large high school campus with an open courtyard, staircases, and hallways that provide a natural setting for teenage girls to be eating candy.  Suitability For Shoot:  Well-lit, natural environment, works well for light-hearted food product commercial.  Large open space allows for easy crew setup. Variety of architecture provides various opportunities for shots and angles. Access and Parking:   Large parking lot with plenty of parking space. Easy entrances for crew. Paved walking paths allow easy movement of equipment.  

 Script; Shot List and Storyboard - Commercial   Storyboard (Key Frames): 0–7 s:  Isabel walks down stairs, gets surprised. 8-15 s:  Candy bag shown open (empty), Isabel shakes bag distressed (SFX; boing). 16-23 s:  Isabel throws out bag, disgusted, then walks around sadly (SFX: sad instrumental). 24-31 s:  Three girls eating healthy candy (slo-mo), then sit on bench (SFX: funky instrumental). 31-38 s:  Isabel sees the girls and asks what they're eating. 39-47 s: Gia offers Isabel Smart Sweets, explains benefits. 48-57 s: Sophia G. explains additional benefits, four girls skip away (cu pic of Smart Sweets pops up on screen). Script & Supers: VO:  "Smart Sweets, eat candy without the regret." Supers (on-screen text): Final shot: Super - brand name Shot List Highlights: Close-up Shot - 30 fps, 26 mm wide angle, emphasizes that the unhealthy candy is gone. Mid-Shot - 30 fps, 26 mm wide angle, introduces new characters and their exciting new produ...

 Moodboard - Commercial  1. Color Palette Pink and Teal   2. Typography Prominent Circular Sans Serif typefaces for welcoming but emphatic branding.   3. Photography / Motion Style High energy close-ups of glowing candy, neon lit background, and action shots of people in motion with a fun and youthful vibe. 4. Inspiration Keyword Youthful, energetic, playful, delicious.   5. Layout / Mood - Neon glow accents against dark backdrops for drama. - Dynamic grid of candy imagery with bursts of color. - Lively, approachable energy that feels indulgent yet light.                                                    

Audience Survey - Commercial Key Data Points: Shopkick National Candy Month Survey • 87% of consumers reported purchasing candy regularly. • 47% of regular candy buyers said they are seeking out healthier candy alternatives, including those with reduced sugar content. • 13% of consumers do not purchase candy regularly. • 50% of non-buyers identified sugar reduction as the primar y reason for avoiding candy. • Nearly half of all shoppers overall are actively seeking healthier candy options.

Competitor Analysis - Commercial      Sour Patch Kids - Has the slogan, "First they're sour, then they're sweet." Focuses on using vivid colors, comedy, and positive tones to create cheerfulness.      Swedish Fish - Targeted toward Gen Z and uses many different slogans to draw in interest in addition to fun visuals of the candy. They have a playful and unique marketing strategy.      Haribo - Uses adults speaking with children's voices, further known as the "Kids' Voices" campaign. Emotional appeals and bright illustrations draw in their target audiences.

  Post #1 - Project Overview 57 second commercial   Working Title: Sweet Life  Goals: Convince viewers that product is better tasting and more healthy compared to other candy. Intended Audience: Teenage Market