Advert Analysis' - Making film noir contemporary.

After Olivia discovered the Emporio Armani & Armani Jeans contemporary film noir styled short film/advert, I decided I wanted to take a look at it and analyse it myself. I also found two other adverts that use a modern take on the traditional film noir genre which I am going to analyse using a 9 freeze-frame pic-stitch and voiceover analysis. I think this will help Allure Animations understand how we can further stress one of our key aims of making "Identity" highly contemporary, unique and engaging with 21st century audiences whilst keeping 1950s noir traits. I've also added a montage of photographers that have used film noir style in their photoshoots, this will help me think of ideas when I do the ancillary task. For example when I do the photoshoot of Poppy in the studio, this will help me think of ideal shot types and poses to use.

EMPORIO ARMANI & ARMANI JEANS 2011 Advert

ADIDAS SLVR Autumn-Winter 2011/12 Advert

Check this out on Chirbit

JAMESON Whisky Film Noir Advert

{From Left to Right & Up-Down e.g. top left = photo 1, below this = photo 2}
Photographers and types of photoshoots included are:
1.Jil Sander 2012 Campaign shot by Willy Vanderperre; 2. Paercut editorial magazine photoshoot shot by Charlie Makkos; 3.Vogue China shot by Kenneth Willardts; 4. Paercut editorial magazine photoshoot shot by Charlie Makkos; 5. Fashion-Gone-Rogue Photoshoot shot by Hugo Arturi; 6. Fashion-Gone-Rogue Photoshoot shot by Hugo Arturi; 7.Vogue China shot by Kenneth Willardts; 8.Vogue China by Kenneth Willardts; 9. Paercut editorial magazine photoshoot shot by Charlie Makkos

The reason I included the above photo collage and information about the photoshoot type and photographers is because I wanted to show how the classic Film Noir 'genre' is not only used in the filming industry, but it is explored greatly through other mediums too. Photographers often use detective styled shoots with trilby hats or they'll focus on the seductive femme fatale, moody monochrome shots. The music industry turn back in time and use black and white shooting instead of colour, artificial smoke machines, bright lighting, urban landscapes and murky narratives too - sound familiar? Music videos have film noir written all over them. Moreover, adverts like those analysed above also use noir themes as do fashion brands, magazine covers and photoshoot spreads both online and in print. 

The globalisation of film noir extends much further than the original 1950s style shot films and I think it's good to recognise just how versatile and impactful the genre can be.

To create the voiceovers I used a range of devices and software. To begin with I wrote down what I wanted to say after analysing each advert clip. I then recorded voiceovers for each frame of the 9-frame pic-stitch, uploaded these to iTunes, merged the 9 clips together using an online software site www.audio-joiner.com, then uploaded the merged clips onto Chirbit and embedded the code.