Criterion A: Initial consultation Interviewee and Position: Sandra Larsson, Owner and Head Hula Teacher of Ka Pa Hula Date: January 13th, 2011 Describe your business. It is a hula dance studio where I teach students the ancient art of hula. They also learn about the Hawaiian, Tahitian, and Maori culture. Students learn how to respect others while becoming confident about being a dancer. How is your business advertised? They have ads in papers and give out flyers to the public during our various performances. Information about my halau is also spread through other clients and students. They also have a website, but it hasn’t been updated recently. I believe that the last time it was updated was in 2009. What other advertising ideas are you considering? I think a commercial for the halau would be a great idea. It could include all of the things I teach to my students, including hula, Maori, Tahitian, and ukulele. Maybe even the ohana, or family, aspect of hula. Would you have any concerns about the commercial? Yes, I am constantly reminding my students to not upload recordings of our performances onto internet sites such as YouTube. I am worried that other choreographers or the general public will steal my choreography. I am hoping that maybe the commercial will be made with mostly pictures instead.
Criterion A: Initial investigation The Problem~ Sandra Larsson, the client, is the owner of her hula dance studio, called Ka Pa Hula Kanoelehuaokahalema`uma`u `O Kalama. She is the main teacher of the students of this studio and is referred to as Kumu, which is the title for a certified hula teacher. As a hula student myself, I attend hula lessons every week, which are taught by Kumu, at the halau (Hawaiian for dance studio). Compared to other hula groups, Ka Pa Hula is a small group. In order to recruit more dancers, the halau advertises with flyers during hula events, such as the annual Luau and Crab Feed. However, few people know what hula students have the opportunity to study and learn during classes. The halau has a website to explain the benefits of becoming a hula dancer and the details of what one learns as a student. However, the website has not been updated recently.
Inadequacies of the Current Situation~ The halau has grown over the years and has added more cultural lessons, such as ukulele and language lessons. This has not been advertised in the halau’s website. In addition, the website does not list all of the events that the halau produces. Thus, Kumu Kalama wanted a more interesting and updated way to both advertise for the halau and persuade prospective students, such as a video commercial. As an IB ITGS student, I offered to solve her IT problem and make the commercial. Her concern, however, is that her choreography will be exposed to the public through the videos of student hula dances. She is worried that her choreography will be stolen. Therefore, I will use mostly still pictures and limited video footage taken from various Ka Pa Hula events.
Word Count = 281
Criterion B: Analysis Proposed solution: A video commercial produced with Adobe Premiere and Photoshop.
Requirement Specification IT system requirements • Hardware –PC with Internet connection, 4GB RAM and 500 GB internal hard drive, external hard drive for backup, HP scanner capable of up to 2400 dpi. • Software –Adobe Premiere Pro CS5 for video editing and Adobe Photoshop for image editing, web browser (i.e. Firefox) for searching for information and images, scanning software, music software System interaction • Compatibility of Adobe Premiere Pro CS5 and Photoshop of the HP computers in the school lab. • Compatibility of the USB flash drive with the school HP computers. Input/output requirements Input requirements • Images are pictures taken from previous Ka Pa Hula events. Images are digital from personal cameras or are taken from the existing website. Some images scanned from original hard copies. • Video footage taken from the halau’s video archive and YouTube. • Music files taken from CDs and the internet. Output requirements • Appropriate sections of the commercial (Introduction, Hula, including Auana and Kahiko; Tahitian; Maori; Ukulele; Values of Hula; Halau Events; Closing and Advertisement) • Appropriate length of the commercial (1-1.5 minutes long) • Consistent and professional transitions between images and video footage. Processing • Create the commercial using Adobe Premiere. • Edit images in Photoshop and import in Adobe Premiere. • Import video footage and edit it Adobe Premiere. • Use songs from a CD or download from the internet and place in Adobe Premiere. • Time the songs to the commercial. • Save the project on my USB flash drive. • Burn onto a DVD for the client. Security • Saving on the hard drive of the school computer and on my USB flash drive. • Add password and security restrictions.
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Saving the project every 15 minutes.
Specific performance criteria The effectiveness of the Ka Pa Hula commercial can be evaluated by: a) To what extent the commercial addresses the interests of the client, Naomi Kalama. b) The effective advertising of Ka Pa Hula. c) To what extent the audience has an increased knowledge of what one learns as a hula student and dancer. d) The synchronization of the music with the video clips and pictures. e) Citing the sources of all pictures and video footage. f) Appropriate titles and credits.
Justification of Chosen Solution The video commercial is the best solution to address the needs of Sandra Larsson and Ka Pa Hula. The commercial can be easily placed on their website to convey the updated information of the halau. In addition, the commercial can also be inserted at the end of the video footage of the annual Luau, which is sold to the public. Furthermore, though it is a short commercial, it an entertaining video that conveys all of the information about the opportunities one receives as a hula student and how to contact the halau. The alternative solution would be to update the website. However, this would not be a good solution because a website is a “pull” technology, where the user has to click around the website to get the information. In contrast, the video commercial is a “push” technology, where the information is pushed to the viewer so that none of the information is missed. Thus, the video commercial is more convenient. Most of the resources needed for the video are easily accessible. The halau keeps a video archive of past performances. In addition, there are some video clips of the events uploaded on the site YouTube. Furthermore, the halau keeps an even more extensive archive of pictures, both of hard copies and digital copies. I also have access to the halau’s Hawaiian CDs and my own personal Hawaiian music. Furthermore, my school provided HP computers with Adobe CS5 software to create the video. Finally, I have a good working knowledge of the Adobe software I will use. I have used both Adobe Premiere CS5 and Photoshop on smaller projects. However, I have not experienced working with the two programs at the same time for the same project. Thus, I am looking forward to making this video. My client is very excited that I am creating this commercial for the halau. She is willing to provide feedback before I finally burn the commercial onto the DVD. Overall, I believe that this commercial is the best solution because it is convenient, informative, and entertaining.
Word Count = 341
Criterion C: Project schedule Date
Action
January 2011
Initial consultation
January 2011
Plan the storyboard
January 2011
Collection of media
January 2011
Pictures are scanned
February 2011
Edit the pictures
February 2011
Creation of the product
March 2011
Evaluation of the product by the client
Comments and follow up Sandra Larsson I proposed that the needed a way to best method of advertise for her advertising is a hula dance commercial. She studio, Ka Pa became my client for Hula. the project. The storyboard is the A plan for the basis for the video types of pictures, commercial. It may video footage, be changed as I edit and music and complete the project. Pictures are collected The collection of from the dance pictures, video studio’s archive. footage, and Video footage is from music to be used YouTube. Songs are from personal CDs. I used my personal scanner, but the images were not high Non-digital copies quality. The scanner must be scanned available at school may produce better images. I used the I edited the photos if I program Adobe believed it was Photoshop necessary. The photos, video I used the footage, and music program Adobe will be edited Premiere. together to create a final product. The client will The client will evaluate how well the watch the commercial has met commercial. her needs.
Details
Date completed
Criterion
January 13th, 2011
A, B
January 17th, 2011
D
January 27th, 2011
D
February 1st, 2011
D
February 11th, 2011
D
March 25th 2011
E
March 26th 2011
F
Criterion D: Product design—Overall structure
v
Internal structure List of resources and techniques Resources
Details
Adobe Premiere Pro
I used the video‐editing program to create the commercial.
Adobe PhotoShop
I used the photo‐editing program to edit photos if necessary.
YouTube
I took video footage of Ka Pa Hula dancers from YouTube videos.
Ka Pa Hula picture archive
I used pictures from the Ka Pa Hula studio’s archive.
Techniques
Details
Editing on PhotoShop
I edited the photos to make the scanned pictures look of better quality.
Editing on Premiere Pro
I manipulated the photos, video clips, and music in the program to make the commercial.
Test plan
Test item
Test data
Part of system tested
Expected outcome
Actual outcome
Comments
Ref in product
Cover page testing – REQUIRED ELEMENT FOR CRITERION G Web pages load from the cover page in three different locations
File naming to ensure home page is called Index.htm
Links on cover page are relative
Loads as required from 3 different locations
A DVD
5 computers and 5 DVD players
Functioning on all players
Yes
Product testing Hula Commercial
Agreement of client I confirm that the requirement specification meets my needs and the designs above are appropriate for the creation of the product. (Client)
Criterion E: Product development Complex techniques used to address the client’s requirements:
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Complex editing (ie. The Ken Burns effect)
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Timing of the music to correspond exactly to the amount of pictures and videos.
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Adjusting the sound levels of the audio within the commercial so that the music track plays throughout. The audio of the videos are muted.
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Capture the various topics included the video.
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Use of Adobe Photoshop to crop photos.
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Use of a YouTube converter to convert YouTube videos into .mpeg files.
Other techniques used: •
Consistent transitions between clips.
The structure and organization of the commercial:
Technique: Video editing
Panning and Zooming: The Ken Burns affect was used to make pictures seem more dynamic, such as in documentaries. First, the picture was zoomed and positioned appropriately. A keystone was created at the beginning at the clip. Then, the picture was zoomed out and positioned to fit the screen. The last keystone is created at the end of the clip. This resulted in a panning and zooming effect.
Titles: Titles are created as being a crawl, roll, or still title. Titles are positioned anywhere on the screen and were transitioned in. They were added on the timeline as another layer to overlay the pictures or videos.
Audio: The music track Honey Baby was cut to fit the length of the pictures and videos. The audio of the various video clips was muted so that it did not interfere with the music track. The audio can be controlled in the timeline.
Transitions: Transitions such as cross dissolve were included to create a smooth, consistent effect. They are added to and between pictures and videos.
Technique: Manipulated Graphics There was a collage of photos included in a poster from the halau’s archive. Photoshop was used to crop the photos out in order to have separate photos.
Technique: YouTube Converter A YouTube converter on the website http://benderconverter.com/ was used to convert videos from the Ka Pa Hula O Kalama YouTube Channel. The instructions were followed and the videos were saved as .mpeg files. The videos were then imported to Adobe Premiere. The video clips were cut to an appropriate length.
Criterion F: Feedback from client Question
Yes/No
Comments
1. Are you pleased with the final product?
Yes
She honored all of my requests.
2. What are the strengths of the commercial?
NA
The pictures and videos are entertaining. The halau information is given at the end.
3. What are aspects of the commercial that need more development?
NA
There could be more pictures to showcase the various dances and cultures that hula dancers learn about.
4. Was there sufficient consultation?
Yes
She consistently and clearly asked for what I wanted.
5. Have your desires and requirements for the commercial been fulfilled?
Yes
None
a) To create a commercial which features the important aspects of the halau.
Yes
The commercial included auana, kahiko, otea, maori, and the ukulele lessons.
b) Minimum use of video footage (more pictures).
Yes
The video clips were short, which I requested.
c) To create an entertaining, but informative, commercial.
Yes
I enjoyed the commercial very much.
Criterion F: Product evaluation and future product development Client Evaluation Evidence of feedback with Sandra Larsson following handing over of product A questionnaire was given to Sandra Larsson on (date) which she completed. Evaluation of specific performance criteria outlined in Analysis section (Criterion B) a) To create a commercial which features the important aspects of the halau. a. The objective has been met.
b. The commercial show that there are classes for everyone, regardless of age or gender. It shows what the student will learn, such as auana (modern hula), kahiko (ancient hula), Tahitian and Maori dance, and the ukulele.
b) To use a minimum amount of video footage. a. The objective has been met.
b. The commercial is made primarily of pictures from the halau archive. Small video clips are used, honoring the client’s request. c) To create an entertaining, but informative, commercial. a. The objective has been met.
b. There are many pictures and video clips to show the beauty and fun of belonging to the halau. The commercial also lists the halau contact information at the end.