After the environment had been produced after multiple amounts of renders being left over 12 hour periods, restarting and trying again with cameras within cinema 4d, the 3d visualisation process was complete.
I went into uni with stuff to show Xavi hoping to get the approval to move forward with Old Town. It was a thursday and i had an interview with Bear london in the afternoon. It was a stressful day to say the least as I went and had a one on one with Xavi, he looked at Old Town and asked what my insight and aim was. He spotted a huge gap in my idea. The name old town did not portray the mixing together of opposite genre groups. He said that Old Town sounds like an old place, not the sort of place where you would throw together toxic people and different types of music. He sent me back to the drawing board for the name of my idea, which stressed me out humongously. With only a few weeks left to submit this to D&AD this was not the news i wanted! But it did not phase me in the end, I went away scratched my head multiple times to think of a name that connoted a reaction of movement such as a blast or boom.
This was where my creative process took a different turn, This was where The Bacardi Boom was born. This new name made much more sense. The mixture of opposites in one small environment equaled a BOOM! It did not change much and mean I had to start again, I only had to go into the cinema 4d file and re do the front of the environments sign and the flag. So not as bad as I originally thought.
The next stage of this submission was the editing and production side of the concept video. This meant thinking of how i was going to explain my idea to the point and with precision in two minutes which was not easy. I did it the old fashion way, how i have always edited, a lot differently to most people. I don't storyboard, I simply go and listen to lots of fast paced music and select a track that has a perfect build up and solid drop. This then allows me to edit to the beat keeping the whole video sharp and consistent. I chose a song I have admired for a long time, By loadstar its called On The Wheels. It is a drum and bass but vocal song which enhance the emotion within the video.
The editing process was fairly straight forward as i have edited videos to music for a long time now ever since GCSE. this part of the process was a breeze and I always enjoy editing. I chose after effects to edit the concept video purely because of the functionality of the software allowing me to mask various parts and align the layers correctly.
I used stock footage of after movies of festivals showing young people dancing, choosing the secondary font of Bacardi as well to stay on Brand. The script or copy within the concept video was crucial and had to be stripped right down to the important stuff. It went from a first version being extremely long to simple one liners per shot in the video.
After over 20 different rendered versions of the video and multiple check ins with Brian, Xavi, Steve and Derek. I had finally got it down to a tee with the final version. Changes along the way involved:
Adding in a few black screens for on screen text
Delaying the amount of time the text was on screen
The way the tweets were displayed, holding on one main one so you could read it
Adding the flames in the background to emphasise the drop
Tightening the edit up to exactly on the beat
Adding a boom sound effect at the end as a ‘drop the mic’ feel