Friday, 13 February 2015

Study of Title Designers

 

Peter Frankfurt

Peter Frankfurt

 

Peter Frankfurt is the creative director at Imaginary Forces, a design agency for films, which he co-founded in 1996. His most famous projects include creating title sequences for films such as Se7en, Men in black 1 and Men in Black 2, the number 23 and charlottes web. His work has been honoured by the British Design and Art Directors Club, The New York Art Directors Club, The Clios and The Association of Graphic Artists

 

 

Imaginary Forces

Imaginary Forces is a design-based production studio with offices in Hollywood and New York.

Their award-winning work includes main titles, feature marketing, experience design, branding, commercial advertising, and interactive design. Founded in 1996, Imaginary Forces has created the main titles for films and broadcast titles such as Se7en, Mission Impossible, Mad Men, Boardwalk Empire, all three Transformers films and 500 Days of Summer. 

Imaginary Forces' commercial work includes spots for PowerAde, Microsoft, and Nike; re-brands for USA, the Science Channel, and CBS Sports; stage experiences for the Academy Awards, the MTV Video Music and Movie Awards, and the Victoria’s Secret Fashion Show; and recent interactive projects for Pepsi and The Natural History Museum of Los Angeles.

 

Imaginary Forces




Thursday, 12 February 2015

Documentary on Film Openings - 'Watching'



 

1) What does Thomas Sucliffe mean when he says "Films need to seduce their audience into a long term commitment, While there are many types of seduction, the temptation to go for instant arousal is almost irresistible".

What Thomas Sucliffe is saying is that a film needs to be able to appeal to the audience and draw them in right from the opening and keep their interest until the very end. He then goes on to say that every director wants to achieve this within their films - its almost irresistible.

2) According to director Jean Jacques Beineix, what are the risks of "instant arousal"?

Beineix claims that if the opening of the film is thrilling and the audience become instantly aroused, then the problem of staying on that level occurs as peoples expectations are high.

3) Explain why "a good beginning must make the audience feel that it doesn't know nearly enough yet, and at the same time make sure that it doesn't know too little".

The beginning could arguably be the most important part of the film. The director must ensure that the audience are captured and interested in order for them to want to watch on. This is not achievable if they know everything as there is no point in watching the film. The audience need to be hooked and fed information throughout to keep them watching. With that said, the other way is that the audience know to little. This could create a problem due to them losing interest or them not understanding the complexity of the film and with give up.

4)  What does critic Stanley Kauffmann describe as the classic opening? Why does this work?

Stanley Kauffmann described his classic opening consisting of firstly an establishing shot, leading into the close up of a building,  to the window of the building, in through the window of the building, then past the receptionist desk, to the private office, and finally leads to a shot of the main character. Kauffmann's classic opening works well because it allows the audience what the film is all about and creates them a picture. They see the setting, characters and work out how the film will follow on.

5) Why is Kyle Cooper's title sequence to the film Seven so effective? 

Kyle Cooper's opening to the film Seven is effective as it provides the audience an insight into the later film. The sound is gripping and thrilling while the visual aspects of the film entice the audience and make them want to watch on.

6) What did Orson Wellies want to achieve with his opening to the film A Touch Of Evil? What did Universal Studios do to it? Why? 
For the opening to A Touch Of Evil, Orson Wellies wanted the audience to be caught off guard and have no time for preparation before the film. To do this, the film opening featured no titles or music whatsoever. However, Universal Studios didn't felt this was a risk and would cause a negative effect as the audience were not being introduced to the film properly in the classic way therefore they added music and credits to the opening.

 7)What is meant by "a favourite trick of Film Noir"? What is the trick? 

The trick referred to as "a favourite trick of Film Noir" is when the opening is actually the end of the film. This is a clever trick as it draws the audience in and keeps them guessing through out the rest of the film how it could possibly result in the previously seen ending.

8) How does the opening to the film The Shining create suspense?
The opening to the film 'The Shining' creates suspense as the camera work used represents a car being stalked. The camera stays fixed on the car and follows it keeping a large distance making the audience feel like a predator. This is combined with the low undertone which creates an eerie and dark atmosphere where the audience feel on edge as anything could happen.

 

Wednesday, 11 February 2015

Feedback From the Unit - First Draft



In class we screened our very first draft of the opening sequence to our film and we had finally chosen a name for the sequence - The Unit. We made the viewers aware of our over 25, male demographic target audience.

The feedback we received was overall positive with comments such as "When the camera goes in and out of focus, it creates are real sense of tension" and "Soundtrack is effective" helping to see what our audience liked so we could continue to develop these areas for the best possible opening.

However, as it was the first draft not every aspect was perfect. These features were highlighted through the showing of the draft. One of the points made that we need to address is "the opening establishing shot footage is far to shaky" and ruins the high quality of the rest of the opening. Therefore, we either need to replace it with new footage or get rid of the shot completely - as in my own opinion it doesn't fit with the story, which is also another point mentioned in the feedback.

Similarly, my group and I need to address the length of some of the shots. Due to our title sequence being a thriller, suspense plays a vital role in portraying the genre to the audience and also making the atmosphere intense and interesting - otherwise the audience wont want to watch on. By adjusting a number of the clips length we will be able to enhance the suspense we are aiming for, helping to create a better opening. This means we need to spend more time editing.

On the other hand, a point which I disagree with regarding the feedback is that of the silhouettes not fitting in with the title sequence. Having experimented with the silhouettes and placing them in the opening I can see that by editing the background into darker colours or a more darkened textured background, the silhouettes work very well with the piece. This will also solve the feedback of the story not making sense as a possible counter argument is that its a title sequence not an opening and therefore no story is actually needed as long as the shots we do have compliment each other.

To conclude, from the feedback given, my priorities are:
A) Edit length/timing of  footage to increase tension
B) Remove the opening shots of the title sequence
C) Design the backdrops for the silhouettes, making them more appropriate for a thriller


The Unit - First Draft


Tuesday, 3 February 2015

Improved Animatic

Taking on the feedback that we were given in class, we edited our original animatic helping to improve and better it. By making these changes we were able to make a more accurate account of what we want our opening titles to look like. We can also refer back to our animatic using it as a step by step guide to what shots we should be filming helping our shooting schedual to stay on track.

Monday, 2 February 2015

Creating Title Images

Within class we began to create our opening title sequence. We decided that we would start with our sillhouettes as they were needed as a backdrop for our titles, one of the most important aspects of our opening due to it being a title sequence.