How do the elements of your production work together to create a sense of ‘branding’?
My biggest concern by far when attempting to create my project's brand was finding a way to communicate the more humorous and more comedic tones within our film equally. My first and most direct effort at doing so was through this logo, which intentionally resembles the outline of a figure on caution wet floor signs, emphasizing the overall unlikeliness of such strange events within our film happening to our janitor, but it also works to symbolize the isolation and powerlessness caused by workplace hierarchy as I previously discussed.
The figure is lying motionless on the ground, surrounded by pitch black with nowhere to go. This serves as a visual depiction of all the emotions Robert must have felt when confronted with the realization that the fact that no one truly respected him, enough to the point where he could literally be framed for murder and people would side against him. Clearly this logo is a key element that fosters the branding of humor and more intense, serious tones.
I further embodied this dichotomy through the visual style of my social media.
On all of my posts in this meet the team format, I relied on a typewriter like format to enforce the grittiness of our visual style, as well with the school like setting. My color scheme enforced neutral tones mixed with the hazardous yellow of the wet floor sign. We also re-enforced the comedic elements through incorporating toilet paper and caution tape as overlays, once again capturing the overall absurdity of the plot.
How did your research inform your products and the way they use or challenge conventions?
Even prior to conducting my research, I knew that a major influence in my final product would be Good Time, as I was a huge fan of the way the Safdies created and held tension throughout the whole piece. The way they rely on improvisation between actors which has the potential to elevate a scene's level of immersion is something I definitely took inspiration from, especially in the confrontation between Lewis and Bob. These 2 characters were played by Ale and I, and since we both had a clear image of what the scene was supposed to represent, improvisation worked really well here.
A convention in which it can be argued that I challenged is the thriller convention of intelligent antagonists that are aware of their target's weaknesses and situation, as while the teacher's wife had a whole plan as to how she would perfecty frame Bob, the freudian slip of calling him by his name, despite them never meeting face to face, reveals her as a relatively unmasterful villain, which challenges the fortitudinous villains typically associated with the genre.
Additionally, a key element of social media research I took advantage of was the use of teasers which work to separately illustrate comedic tones and serious tones from @crashsiteshortfilm on Instagram.
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