AICE Media Studies Blog

1. How does your product use or challenge conventions AND how does it represent social groups or issues?   Nike shoes do challenge conventions. They use very diverse actors in all their advertisements, especially stereotypes you do not often see in running/physical activity commercials. This includes women, cultures such as Muslims, disabled individuals, and plus-sized models. Nike is one of the biggest footwear brands internationally, and with billions of loyal shoppers, they make shoes for just about anyone. During the Covid-19 pandemic, it has been rough for many businesses. Surprisingly, this includes Nike as well. Even though they were struggling as a brand through the pandemic, they came out stronger than ever, and have committed $30 million to Covid-19 response efforts around the world. Nike published the following statement on their official website, “ We’re using innovation to help. Working closely with health professionals at Oregon Health & Science University (OHS...

 Now that the journey had ended, I am so excited to share my final commercial with you. My partner and I have worked so hard on this. I had so much fun in every aspect of this project like the planning, editing, and filming! I am almost sad for it to come to an end. Nevertheless, I am excited that we have a finished product to show you! This was my first major project of the year and it could not have been more of a success! I am so excited to do this again in the future and continue to improve my skills. Filming and editing have always seemed so interesting to me and they are more fun than I could have ever even imagined! Thank you for coming along with me on this journey. Please enjoy my video!

My second day of editing was much more difficult than the first. After a tedious review, I decided to switch some of the takes for the shots, to make the clips fit together better. I then spent quite a long time editing the clips precisely from the beginning and end and once again edited the speed of the clips. I also put a lot of focus into choosing the correct transitions between shots. The last part of the editing was the hardest by far. This part was choosing a song. I searched through all of my Spotify playlists and liked artists. I tried many songs, but they did not fit well with the commercial. One artist in particular that I looked deeply into was Calvin Harris. I have listened to his music before and I know that he has very upbeat music, which is typical for commercials with physical activity.  I tried many of his songs, including, "Slide" and "Feel so close". To edit these into the commercial I had to screen-record them on my phone. After this, I would edi...

 To begin editing my commercial for NIKE shoes, I used the application iMovie. First, I entered the raw footage into my draft. I used every take from every scene I shot. After a tedious review, I decided on the best clip for each scene.  Then I went back to each clip and reviewed them carefully. I made small adjustments to each clip. Only minor details such as extra space or need to zoom in or out. I made sure that my raw footage was around 30 seconds so I had an idea of how long the finished commercial would be. It was about 32.7 seconds. After this, I watched it all the way through. The application that I used was quite easy to use so it made the process a bit less tedious. It took me around 30 minutes for the first part of editing. After reviewing my commercial, I began with the more intense editing. I slowed down clips, elongated some, sped some up, and more major details. Throughout all of this, I still had to be sure I was staying within the time restrictions. I also swi...

 Today was the second day of filming. Once again, I am filming a commercial for NIKE Shoes. Today was equally as hot, if not hotter than the last filming day. This could be due to my choice of attire. For this filming day, I was wearing a sweatshirt and joggers. Today, I filmed my final scenes for the commercial. The first was the tracking shot of me running from the side. This one was quite a challenge to film. This took many, many tries, almost too many to count. It was very difficult trying to figure out the logistics. Since I did not have professional equipment, my partner had to manually film and run alongside as I ran. This did not work out very well. I later found that I was better at the filming aspect, so I switched roles with Sophia. After this, it took about three shots. I decided that I could pull enough from each clip in the editing process to make it work.  Lastly, I shot the final scene. Since Sophia's shoes were older and dirtier, I used her for this scene. I p...