Visual Review 5: Commercial

I chose a GoPro commercial that I have seen on Hulu a huge number of times, for many obvious reasons, considering it is a camera and video company. The advertisement is much longer than most but it was so well composed that I did not mind, and barely even noticed the length. One of the most artistically interesting photographic decision in the ad is how minimally the actual product is shown throughout the nearly five minute long commercial. It is instead filmed from the camera’s visual perspective and angles. This vantage point is both an amazing advertising tactic and artistically successful in keeping viewers visually entranced in the footage from actual users of GoPro’s products.

One of the most artistically interesting photographic decision in the ad is how unpresent representation of the actual products shown throughout the nearly five minute long commercial. It is instead filmed from the camera’s visual perspective and angles. This vantage point is both an amazing advertising tactic and artistically successful in keeping viewers visually entranced in the footage from actual users of GoPro’s products. There are many examples of bird’s eye, worm’s eye, and eye level shots throughout the advertisement, showing the product’s versatility when it comes to film choices.

screen-shot-2016-10-10-at-10-46-37-pm
eye level
screen-shot-2016-10-10-at-10-45-55-pm
worm’s eye

Additionally, the advertisement alternates between wide angle lenses and fisheye lenses with their clips. The fisheye lens typically appeared more in sports and action related shots, while the wide angle lenses were used more for sweeping nature photos, aerials, and family videos.

GoPro did an incredible job with curating film that seamlessly incorporated a multitude of camera movements. The majority of the advertising was a nearly textbook example of the “track” camera movement, since most GoPro users attach the camera to an object or themselves, creating a consistent distance and motion between the viewer and the film clip subject.  Additonally, the “follow” movement was featured many times, mainly from GoPro photographers filming someone moving away from them. In many shots, the film would tilt at a steady angle. The ad at around 3:18 shows a good example of this choices. During wide angle nature shots, panning was heavily applied in order to adeqautely display a full motion view of the scenery. Obviously, the literal form of dollying or trucking  would have made no sense to be featured in the ad, since GoPro is meant to be a product that you can just carry along, without extra equipment. The movement, along with the upbeat musical choice, forms a very high energy and adventurous mood throughout the extensive duration of the ad.

One of the most unique aspects of the advertisement, aside from its vast collection of beautiful clips, is the choice not to show the products being used throughout. The actual new cameras being advertised, HERO5 and Karma, are never shown. Instead, GoPro barely even claims the ad itself, with their logo appearing once in the beginnning and once in the end. Instead of trying to show off all the frills and intricacies of a camera, the advertisers made the intelligent choice to just let their product do the talking, through visual representation.

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