I am really a language teacher
Chapter 014: Shooting samples
In general, advertising outsourcing has three stages.The first stage is to review the qualifications of your advertising company. For large groups, their advertisements cannot be shot by cats or dogs.The more top-notch group, the more it cares about your qualifications as an advertising company.What 4A advertising company?That's basic.It also depends on how many awards you have won at home and abroad, whether you have any memorable advertising works recently, and so on.Hurricane advertisement can escape the first round of censorship, probably because of Zhou Haoxin's father's face, after all, the marketing department of Guangsheng Group can't afford to have trouble with the chairman and president of Fuyuan Group, right?
The second stage is the creative submission stage. The advertising company submits its own advertising concept and how to combine it with the group's marketing strategy to the advertiser for review.
In the final stage, the two or three shortlisted companies each shoot a sample for the client to review, and the client chooses the best solution.At this time, the big advertising companies take advantage, because the sample shooting cost provided by the client is actually very low, and it is actually difficult for the advertising company to produce effective results if they do not advance money.Especially for advertisements such as food and personal toiletries that require a lot of close-up details, it requires a lot of shooting materials and special effects to smash the final effect.
For example, the most classic advertising image of early shampoos is the scene where the comb is placed on top of the girl's head, and then the comb is slid to the bottom along the hair.Do you really think this is the effect of shampoo?That's the job of the advertising company!First of all, the hair quality of models is different from that of ordinary people. There are special hair models in the modeling industry. Their hair quality is naturally better than yours, so it is effective.Secondly, at least a few days before the shooting, you should do maintenance at a top hair salon at least a few days in advance to ensure that the hair quality is even better. At the same time, you must also have a top hair stylist to help you do the hair, just to make the hair look thick, but in fact the hair is very thin. of.Finally, when the computer special effects are not so perfect, the gloss on the hair needs to be done slowly by the cooperation of the photographer and the lighting engineer.
It is often just this one-shot that wastes several days of the advertising company's time, so the studio, shooting costs, model remuneration, etc. are also increasing on a daily basis.Therefore, this kind of advertising samples must be shot to the extent that customers can understand, and the cost invested is definitely not acceptable to small advertising companies.
Therefore, when Zhou Haoxin got the final ticket, he was a little dumbfounded.Guangsheng Group finally selected Mayo, Weizhi and Hurricane to shoot samples for final review, and the cost of sample shooting given by Guangsheng Group was only 10 yuan.
"Such a large group company is so stingy!" Zhou Haoxin couldn't help complaining, "What can I do with this 10 yuan? Now renting a high-definition camera costs 1 yuan a day, plus models, makeup and hair. I can’t even afford to rent a studio.”
"Don't you have any money yourself?" In fact, Sun Ping understood Guangsheng Group, and their marketing expenses also had a budget.Naturally, it is impossible to entrust your advertising companies to experiment. Of course, I only invest money in the best one, and you can figure out the rest.
"Brother Ping, my dear brother, I won't hide it from you. This advertising company of mine is just for picking up girls, and the company's money has no money at all other than guaranteeing the company's daily operations." Zhou Haoxin did the same this time. His father drove the ducks to the shelves.When he saw that Sun Ping was about to speak again, he stopped him and said, "I won't ask my father for money, I don't even want to enter the gate of his house."
As long as Sun Ping shut up, after all, it is not easy for an outsider to intervene in other people's housework.Just when everyone was left out of embarrassment, Zhou Haoxin's secretary hurried over, "Mr. Zhou, Sister Hua from Orange Culture is in the living room and wants to see you."
"Sister Hua?" Zhou Haoxin was a little confused, but seemed to think of something again, "Is it really Sister Hua from Orange Culture?"
The secretary nodded and urged: "I think Sister Hua seems to be in a hurry, so you should hurry over."
Sister Hua of Orange Culture, even Sun Ping, who just came to Shuilanxing, has heard of her deeds.The largest brokerage company in the Aurora Kingdom and even the entire East Continent is Gold Medal Communications. In their heyday, they monopolized about 15% of the brokerage contracts in the entire Aurora Kingdom.And just [-] years ago, when the gold medal spread was at its strongest, a woman actually broke through with one-third of the company's most elite contract and formed another brokerage company.
Although Gold Medal Communication tried its best to block this woman's company, but this woman managed to get out of many obstacles.In just five years, she has become an entertainment queen who can sit and sit with the gold medal broadcaster.This queen is Hua Shufen, who is honored as Sister Hua in the circle; and this company is Orange Culture.
In the living room, Sun Ping met this legendary woman in the entertainment industry.Although he is nearly 50 years old, his whole body still exudes enthusiasm and vitality.When she saw Zhou Haoxin, she stood up with a smile and said, "Isn't this the brother Xin of the old Zhou family? I haven't seen you for a year and you have opened such an advertising company? You are really young and promising. I beg you to do something."
"Don't dare." Even if Zhou Haoxingui is the prince of Fuyuan Group, but after all he is in the entertainment and cultural circle, he still has to give face to the Hua sister in front of him. "If you have anything to do, just tell me, I'm going through fire and water!"
"What's not dead? There's nothing taboo about children!" Sister Hua said with a smile, then waved her hand and called a girl beside her over.
That girl is actually pretty pure, she looks like a leading girl.It's a pity that the girl's facial features are too mixed, and her complexion is dark, so she is uncontrollably gorgeous under her purity.
"Her name is Cai Lin. I think you young people should have heard of her name, right? She used to be an artist of Xinsheng Records, but the original company's hands were too dark. You also know that Sister Hua dislikes this the most. So I asked for her contract. However, because the contract lawsuit is still going on, Cai Lin is temporarily unable to release records and appear on TV announcements, so I have to find some advertisements. I heard that you Accepted the Guangsheng Group Veet Shampoo advertisement, how about it? Our family Cai Lin will give you free use, how about it?"
Both Sun Ping and Zhou Haoxin were slightly taken aback. Although Cai Lin had been hidden for more than a year because of a contract lawsuit, she was famous all over the country as a "boy killer" and had nearly a million fans.Even if his popularity has been greatly reduced now, he can still be ranked as a second-tier artist in China, and he can use it for himself for free.Zhou Haoxin poked Sun Ping, and Sun Ping accepted and said, "Of course we welcome Cai Lin to shoot our commercial, but Sister Hua doesn't know yet, right? We're just here to shoot the samples."
"Of course I know." Sister Hua put away her smile, "But I am optimistic about the advertising ideas of the three companies, and after the entire advertising is released, it will not only help the transformation of Veet Shampoo, but also shape the image of our family Cai Lin. It's helpful. Don't worry, Sister Hua won't let you support Cai Lin for a while. How about 20 cash plus Sister Hua's face?"
Zhou Haoxin looked at Sun Ping, saw that Sun Ping nodded, Zhou Haoxin said with a smile: "Since Sister Hua has said so, if we don't agree, we will lose our eyes as juniors. But let's get to the front, this It's just a filming contract, not an endorsement contract, so Ms. Cai Lin only has filming remuneration but no endorsement fee, and she won't be signed on the advertisement. At the same time, let Ms. Cai Lin know that shampoo advertisements have always been known to be troublesome, you You have to have the patience to get involved.”
"Of course. After all, the problem of the current contract makes it more troublesome for Cai Lin to accept advertising endorsements." Sister Hua nodded with a smile, and then she looked at Cai Lin, "Linlin, you should be fine, right? If this time Veting If the ad can be selected, it will be a national promotion, even if it is not signed, are you afraid that those fans will not recognize your face?"
"Thank you Sister Hua, thank you Brother Xin and Brother Ping." Although Cai Lin has just graduated a few years ago, since she has been in the entertainment industry since high school, she will naturally see people's faces.If one or two years ago she was considered a "little queen", then her popularity now can only be said to be a second-tier star.The important thing is that if there is no exposure, once your popularity falls to the third or fourth line, it will be difficult to come back.The entertainment industry is such a realistic place. When you are a first-tier queen, you have the biggest dressing room; Do you still want a makeup artist?Dear, please bring your own makeup and hair!Although the advertisement cannot be signed, it means that I am just an advertisement model entering the country, but after all, this is an advertisement for Veet shampoo, so I am not treating myself badly anyway.
With Sister Hua's sponsorship and Cai Lin's joining, the sample filming was much easier.After all, the advertising plot designed by Sun Ping does not have much room for spending money, it is nothing more than a classroom, a street and a small theater.Relying on Zhou Haoxin's face, they actually borrowed the No. 108 Middle School in nearby Xingtan City. Although they only borrowed it for two days on weekends, it was still very easy for commercial shooting.
Besides Cai Lin, Zhou Haoxin called a young model he hooked up with back then as the villain.For that young model, being vitriolic is a real performance.The only thing that cost a little money was the violin props used by Cai Lin. No matter how cheap they were, they cost [-] to [-] yuan. In the advertisement, at least two were used, and one of them had to be smashed.Seeing that tender model smashing Cai Lin's violin, both Zhou Haoxin and Sun Ping's heart twitched in front of the monitor.
The basic plot was shot quickly in just two days. The most difficult thing to shoot now is the scene of Cai Lin playing the violin and shaking her hair at the end of the commercial.First of all, there is no "Canon" in this time and space!Secondly, the hair toss in the original ad was made with special effects, but here it had to be shot with a camera.
The problem of "Canon" has a good ending, because "Canon" is not a piece of music, but a form.After Sun Ping and the soundtrack teacher hummed a few verses, he completed the soundtrack for the entire advertisement.Canon's musical form can be used to match passionate music, as well as mournful music, which can be regarded as a universal musical form.
As for the shot of shaking the hair, after Zhou Haoxin and the photographer studied for two days, they finally invented a very silly shooting method.First, use a fan to blow from the left and shoot a section; then blow it from the right and shoot another section; finally blow it up from below and shoot another section... The rest is the work of Zhou Haoxin and the editor.
After seven or eight days of grinding, the sample filming was finally completed.
After the soundtrack master added the background music, Sun Ping and the others watched the samples in the screening room.The advertisement is not long, the whole film is just over 3 minutes.
The advertisement was fixed at the rising sun, Cai Lin looked back and smiled, and let me appear shiningly in the long flying hair.
The second stage is the creative submission stage. The advertising company submits its own advertising concept and how to combine it with the group's marketing strategy to the advertiser for review.
In the final stage, the two or three shortlisted companies each shoot a sample for the client to review, and the client chooses the best solution.At this time, the big advertising companies take advantage, because the sample shooting cost provided by the client is actually very low, and it is actually difficult for the advertising company to produce effective results if they do not advance money.Especially for advertisements such as food and personal toiletries that require a lot of close-up details, it requires a lot of shooting materials and special effects to smash the final effect.
For example, the most classic advertising image of early shampoos is the scene where the comb is placed on top of the girl's head, and then the comb is slid to the bottom along the hair.Do you really think this is the effect of shampoo?That's the job of the advertising company!First of all, the hair quality of models is different from that of ordinary people. There are special hair models in the modeling industry. Their hair quality is naturally better than yours, so it is effective.Secondly, at least a few days before the shooting, you should do maintenance at a top hair salon at least a few days in advance to ensure that the hair quality is even better. At the same time, you must also have a top hair stylist to help you do the hair, just to make the hair look thick, but in fact the hair is very thin. of.Finally, when the computer special effects are not so perfect, the gloss on the hair needs to be done slowly by the cooperation of the photographer and the lighting engineer.
It is often just this one-shot that wastes several days of the advertising company's time, so the studio, shooting costs, model remuneration, etc. are also increasing on a daily basis.Therefore, this kind of advertising samples must be shot to the extent that customers can understand, and the cost invested is definitely not acceptable to small advertising companies.
Therefore, when Zhou Haoxin got the final ticket, he was a little dumbfounded.Guangsheng Group finally selected Mayo, Weizhi and Hurricane to shoot samples for final review, and the cost of sample shooting given by Guangsheng Group was only 10 yuan.
"Such a large group company is so stingy!" Zhou Haoxin couldn't help complaining, "What can I do with this 10 yuan? Now renting a high-definition camera costs 1 yuan a day, plus models, makeup and hair. I can’t even afford to rent a studio.”
"Don't you have any money yourself?" In fact, Sun Ping understood Guangsheng Group, and their marketing expenses also had a budget.Naturally, it is impossible to entrust your advertising companies to experiment. Of course, I only invest money in the best one, and you can figure out the rest.
"Brother Ping, my dear brother, I won't hide it from you. This advertising company of mine is just for picking up girls, and the company's money has no money at all other than guaranteeing the company's daily operations." Zhou Haoxin did the same this time. His father drove the ducks to the shelves.When he saw that Sun Ping was about to speak again, he stopped him and said, "I won't ask my father for money, I don't even want to enter the gate of his house."
As long as Sun Ping shut up, after all, it is not easy for an outsider to intervene in other people's housework.Just when everyone was left out of embarrassment, Zhou Haoxin's secretary hurried over, "Mr. Zhou, Sister Hua from Orange Culture is in the living room and wants to see you."
"Sister Hua?" Zhou Haoxin was a little confused, but seemed to think of something again, "Is it really Sister Hua from Orange Culture?"
The secretary nodded and urged: "I think Sister Hua seems to be in a hurry, so you should hurry over."
Sister Hua of Orange Culture, even Sun Ping, who just came to Shuilanxing, has heard of her deeds.The largest brokerage company in the Aurora Kingdom and even the entire East Continent is Gold Medal Communications. In their heyday, they monopolized about 15% of the brokerage contracts in the entire Aurora Kingdom.And just [-] years ago, when the gold medal spread was at its strongest, a woman actually broke through with one-third of the company's most elite contract and formed another brokerage company.
Although Gold Medal Communication tried its best to block this woman's company, but this woman managed to get out of many obstacles.In just five years, she has become an entertainment queen who can sit and sit with the gold medal broadcaster.This queen is Hua Shufen, who is honored as Sister Hua in the circle; and this company is Orange Culture.
In the living room, Sun Ping met this legendary woman in the entertainment industry.Although he is nearly 50 years old, his whole body still exudes enthusiasm and vitality.When she saw Zhou Haoxin, she stood up with a smile and said, "Isn't this the brother Xin of the old Zhou family? I haven't seen you for a year and you have opened such an advertising company? You are really young and promising. I beg you to do something."
"Don't dare." Even if Zhou Haoxingui is the prince of Fuyuan Group, but after all he is in the entertainment and cultural circle, he still has to give face to the Hua sister in front of him. "If you have anything to do, just tell me, I'm going through fire and water!"
"What's not dead? There's nothing taboo about children!" Sister Hua said with a smile, then waved her hand and called a girl beside her over.
That girl is actually pretty pure, she looks like a leading girl.It's a pity that the girl's facial features are too mixed, and her complexion is dark, so she is uncontrollably gorgeous under her purity.
"Her name is Cai Lin. I think you young people should have heard of her name, right? She used to be an artist of Xinsheng Records, but the original company's hands were too dark. You also know that Sister Hua dislikes this the most. So I asked for her contract. However, because the contract lawsuit is still going on, Cai Lin is temporarily unable to release records and appear on TV announcements, so I have to find some advertisements. I heard that you Accepted the Guangsheng Group Veet Shampoo advertisement, how about it? Our family Cai Lin will give you free use, how about it?"
Both Sun Ping and Zhou Haoxin were slightly taken aback. Although Cai Lin had been hidden for more than a year because of a contract lawsuit, she was famous all over the country as a "boy killer" and had nearly a million fans.Even if his popularity has been greatly reduced now, he can still be ranked as a second-tier artist in China, and he can use it for himself for free.Zhou Haoxin poked Sun Ping, and Sun Ping accepted and said, "Of course we welcome Cai Lin to shoot our commercial, but Sister Hua doesn't know yet, right? We're just here to shoot the samples."
"Of course I know." Sister Hua put away her smile, "But I am optimistic about the advertising ideas of the three companies, and after the entire advertising is released, it will not only help the transformation of Veet Shampoo, but also shape the image of our family Cai Lin. It's helpful. Don't worry, Sister Hua won't let you support Cai Lin for a while. How about 20 cash plus Sister Hua's face?"
Zhou Haoxin looked at Sun Ping, saw that Sun Ping nodded, Zhou Haoxin said with a smile: "Since Sister Hua has said so, if we don't agree, we will lose our eyes as juniors. But let's get to the front, this It's just a filming contract, not an endorsement contract, so Ms. Cai Lin only has filming remuneration but no endorsement fee, and she won't be signed on the advertisement. At the same time, let Ms. Cai Lin know that shampoo advertisements have always been known to be troublesome, you You have to have the patience to get involved.”
"Of course. After all, the problem of the current contract makes it more troublesome for Cai Lin to accept advertising endorsements." Sister Hua nodded with a smile, and then she looked at Cai Lin, "Linlin, you should be fine, right? If this time Veting If the ad can be selected, it will be a national promotion, even if it is not signed, are you afraid that those fans will not recognize your face?"
"Thank you Sister Hua, thank you Brother Xin and Brother Ping." Although Cai Lin has just graduated a few years ago, since she has been in the entertainment industry since high school, she will naturally see people's faces.If one or two years ago she was considered a "little queen", then her popularity now can only be said to be a second-tier star.The important thing is that if there is no exposure, once your popularity falls to the third or fourth line, it will be difficult to come back.The entertainment industry is such a realistic place. When you are a first-tier queen, you have the biggest dressing room; Do you still want a makeup artist?Dear, please bring your own makeup and hair!Although the advertisement cannot be signed, it means that I am just an advertisement model entering the country, but after all, this is an advertisement for Veet shampoo, so I am not treating myself badly anyway.
With Sister Hua's sponsorship and Cai Lin's joining, the sample filming was much easier.After all, the advertising plot designed by Sun Ping does not have much room for spending money, it is nothing more than a classroom, a street and a small theater.Relying on Zhou Haoxin's face, they actually borrowed the No. 108 Middle School in nearby Xingtan City. Although they only borrowed it for two days on weekends, it was still very easy for commercial shooting.
Besides Cai Lin, Zhou Haoxin called a young model he hooked up with back then as the villain.For that young model, being vitriolic is a real performance.The only thing that cost a little money was the violin props used by Cai Lin. No matter how cheap they were, they cost [-] to [-] yuan. In the advertisement, at least two were used, and one of them had to be smashed.Seeing that tender model smashing Cai Lin's violin, both Zhou Haoxin and Sun Ping's heart twitched in front of the monitor.
The basic plot was shot quickly in just two days. The most difficult thing to shoot now is the scene of Cai Lin playing the violin and shaking her hair at the end of the commercial.First of all, there is no "Canon" in this time and space!Secondly, the hair toss in the original ad was made with special effects, but here it had to be shot with a camera.
The problem of "Canon" has a good ending, because "Canon" is not a piece of music, but a form.After Sun Ping and the soundtrack teacher hummed a few verses, he completed the soundtrack for the entire advertisement.Canon's musical form can be used to match passionate music, as well as mournful music, which can be regarded as a universal musical form.
As for the shot of shaking the hair, after Zhou Haoxin and the photographer studied for two days, they finally invented a very silly shooting method.First, use a fan to blow from the left and shoot a section; then blow it from the right and shoot another section; finally blow it up from below and shoot another section... The rest is the work of Zhou Haoxin and the editor.
After seven or eight days of grinding, the sample filming was finally completed.
After the soundtrack master added the background music, Sun Ping and the others watched the samples in the screening room.The advertisement is not long, the whole film is just over 3 minutes.
The advertisement was fixed at the rising sun, Cai Lin looked back and smiled, and let me appear shiningly in the long flying hair.
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