Doritos: Evaluation

For my assignment, we were told to produce a 30 - 60 second long TV spot advertisement. We had to come up with an idea, storyboard, plan, script, presentation and location before we were permitted to shoot. My team and I had this completed in a very quick time, and because of this we started filming almost instantly. The main idea of my advertisement is the client was told by the affiliate to collect a package that is located on the sixth floor of an office building. The client was also told not to open the package. Eventually, the client will open the package and eat it.

Compared to my original idea, there is not much of a change! The advert followed the original idea quite perfectly, the only points that were subtracted from the original idea was the client having a flashback of the affiliate telling him that the price is £5,000. Another subtraction is the ending - we originally meant to have an extra bonus clip for where the client meets the affiliate and gives him the empty product. The look on the affiliate's face is subjected to be astonished but we did not get around to filming the bonus scene because of time. We didn't want to go over the 60 second mark (and by this time, we did not realize the total clips were over 1 minute and 30 seconds long) thats when we later decided to upload the Extended version of the advertisement and 60 second long TV spot.

Since our target audience are mostly aimed at 15 - 24 years, they would most likely watch action-thrillers and comedy. Our finished advertisement is merely an action movie because of the feel, the color grade, and the effects done on the voices to make it seem more professional. Our target audience are interested in those genres (so we presume). The advertisement was a serious advert but had some comedy aspects to it. Compared to other Doritos advertisements, they are funny and comical, but our advertisement is more of a mini movie involving the somewhat beloved Doritos crisp.

The technical and aesthetic qualities that I am most proud of is the 0:23 - 0:27 Deep Cinematic Bass Drop that I had created using FL Studio 10 Producer's Edition. The effect it had on the movie gave it that extra kick of being a bit more professional. The other thing I'm most proud of is the ending, when the client takes that final crunch of the Dorito and the camera slowly pans and fades away. The effect there really gave it that feel as if the client had just fallen in love. I am flabbergasted about the ending, in fact it's the best ending that I've ever done (so far!). The color grade that went throughout most of the video was achieved using various Plugins for Sony Vegas Pro 11. Because of this, I gave it that blockbuster Hollywood-type feel and also gave that extra edge. The sound-bed that was used in this production suited the whole advertisement. The epic, dramatic feel it produced really gave the boost the advertisement needed. Overall, I think the effects that I had generated really fit in with the original idea's feel.

Compared to a professional Doritos advertisement, we used some professional-grade facilities seeing as I have access to the resources because of college. Using these resources pushed the production to a more professional standard. In the official Doritos advertisements, they do use professional facilities and to use that to boost our production gave it that extra kick. Compared to another TV Advertisement that is not associated with Doritos; my advert is, in my opinion, at or approaching an entry-level professional advertisement. Though there are bits to improve and tweak, due to the short time of producing this advert, I was unable to achieve maximum potential because of tight deadlines.

- Anton Lewis