This video is an advertisement by IBM that promotes its commitment to the environment, highlighting the fact that going green does not only go well with the “tree huggers”, but also has definite economic benefits. The video is approximately 30 seconds long, and takes place in a meeting in what presumably is the IBM office.
There are a variety of shots used in this video. Initially, the video starts with a wide shot to highlight the location of a formal meeting, thus setting up the story of the video. As the two men in the meeting banter about the report, a medium shot is used. This is done so that the audience can see the faces of the men more clearly as they are speaking. When the man in charge of the meeting asks the burning question of whether there is a “business value in tree-hugging”, the shot moves closer into him. The audience can thus see his stern and impatient expression. The camera then shifts into the faces of other people in the meeting to show the moment of tension. The volume of the ticking sound is also increased to emphasize the atmosphere. When the man responsible for the report states that they would cut their energy cost of $18 million dollars by 40%, the plan to go green is immediately approved. The camera then pans into a wide shot of the location and animation, music and color is added into the scene.
This video is effective and visually appealing for several reasons. Firstly, the use of color is extremely well done. To depict an atmosphere of a rigid and tense office environment, the video is done in black and white. However, when the company decides to go green, color immediately enters the screen and completely changes the mood of the video. Secondly, the video uses modern animation to highlight the change in atmosphere as well. When the plan to go green is signed, animated characters of forest creatures pop into the screen. An animated tree springs up in the middle of the meeting room, and animations of flowers and butterflies enter the shot. Moreover, the video uses sound to convey its message. When the company decides to go green, a cheerful and high-pitched song plays in the background. This is contrasted to the grim and unmelodious sound of a clock ticking in the previous parts of the video. Lastly, movement is also used effectively. As opposed to the shots of the people sitting rigidly in their seats, they start dancing joyfully along as the company makes the choice to go green. All these concepts are used to convey the message that going green is a positive and beneficial choice.
However, one thing that could have been used better was the choices of shots. The video did not use any extreme close-up shots, and those could have been effectively used to emphasize the nervous expression in the man’s face as he was asked to explain the economic benefits of going green. The video could also perhaps feature close-up shots of impatient gestures, such as tapping fingers and feet during that particular moment of silence to further portray the atmosphere.
All in all, this video uses several key concepts like color, animation, sound and movement to convey its message. The use of a wide shot in the beginning is also effectively used to introduce the setting of the video. However, the most interesting component of this video is arguably its innovative ability to completely morph its atmosphere by moving from black-and-white to color and unexpectedly adding animation.
There are a variety of shots used in this video. Initially, the video starts with a wide shot to highlight the location of a formal meeting, thus setting up the story of the video. As the two men in the meeting banter about the report, a medium shot is used. This is done so that the audience can see the faces of the men more clearly as they are speaking. When the man in charge of the meeting asks the burning question of whether there is a “business value in tree-hugging”, the shot moves closer into him. The audience can thus see his stern and impatient expression. The camera then shifts into the faces of other people in the meeting to show the moment of tension. The volume of the ticking sound is also increased to emphasize the atmosphere. When the man responsible for the report states that they would cut their energy cost of $18 million dollars by 40%, the plan to go green is immediately approved. The camera then pans into a wide shot of the location and animation, music and color is added into the scene.
This video is effective and visually appealing for several reasons. Firstly, the use of color is extremely well done. To depict an atmosphere of a rigid and tense office environment, the video is done in black and white. However, when the company decides to go green, color immediately enters the screen and completely changes the mood of the video. Secondly, the video uses modern animation to highlight the change in atmosphere as well. When the plan to go green is signed, animated characters of forest creatures pop into the screen. An animated tree springs up in the middle of the meeting room, and animations of flowers and butterflies enter the shot. Moreover, the video uses sound to convey its message. When the company decides to go green, a cheerful and high-pitched song plays in the background. This is contrasted to the grim and unmelodious sound of a clock ticking in the previous parts of the video. Lastly, movement is also used effectively. As opposed to the shots of the people sitting rigidly in their seats, they start dancing joyfully along as the company makes the choice to go green. All these concepts are used to convey the message that going green is a positive and beneficial choice.
However, one thing that could have been used better was the choices of shots. The video did not use any extreme close-up shots, and those could have been effectively used to emphasize the nervous expression in the man’s face as he was asked to explain the economic benefits of going green. The video could also perhaps feature close-up shots of impatient gestures, such as tapping fingers and feet during that particular moment of silence to further portray the atmosphere.
All in all, this video uses several key concepts like color, animation, sound and movement to convey its message. The use of a wide shot in the beginning is also effectively used to introduce the setting of the video. However, the most interesting component of this video is arguably its innovative ability to completely morph its atmosphere by moving from black-and-white to color and unexpectedly adding animation.
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