Creative Critical Reflection


Name: Mya Hauser

Creative Critical Reflection

1. How does your product use or challenge conventions and how does it represent social groups or issues? 

My product used conventions in multiple ways. For example, just like in the rest of the Adidas commercials, the commercial included people wearing the product and being active. Also, the video included a clip of someone playing soccer just like many other commercials for this product does. The reason this was included in the video is that my group and I felt like these clips represent what the brand can be used for. In the commercial, when it comes to the product in general represents no specific social group, it shows a 1v1 against two players, and the player that won showing good sportsmanship towards the losing team. However, the message of our specific commercial represents those who are involved in sports and how they are all the same. Just because one team loses doesn't mean they can be rude to the winning team. 


2. How does your product engage with audiences and how would it be distributed as a real media text? 

Our product engages with select audiences who are involved or engaged in sports. The brand I have filmed, Adidas, markets athletic apparel and sporting goods. These products are sold to people who play sports. Some examples are soccer, football, tennis, basketball, baseball, lacrosse, and volleyball. Since this is a sports company, the best time to promote this piece of media is during live games that are streamed for all viewers. The members of these channels watching people play a designated sport are most likely involved or engaged in sports. This will bring in a lot of income, due to the increased sales, since the piece of media was distributed properly. 


3. How did your production skills develop throughout the project?

Towards the beginning of this project, I was very nervous since I had barely had any past experiences with producing something. When I first started to develop a general idea of the product I wanted to use, many ideas popped into my head. Since the brand, I decided to use was Adidas, I knew that the commercial had to be a fast pace and attention-grabbing piece of media. After I had thought of the idea, I started to draw it out on my storyboard so I was able to see how the scenes would look, and their filming location. Later, I was able to film and act in the commercial, which gave me a feel for each side of a film. After filming and acting, I chose certain clips that stood out to me and had edited those into my final project. These steps helped tremendously with my production skills because I was able to create a general idea and perform it. 


4. How did you integrate technologies software, hardware, and online in this project?

Before I had started developing an idea for the commercial, I had used my iPhone to research what other sports commercials look like. I had also incorporated my iPhone into this project in many other ways as well. During the filming process, I used my iPhone as a camera to film certain scenes that were drawn on the storyboard. I had also used my iPhone during this project to edit my final project into a piece of media. My computer was also incorporated into this project. The main use of this device was to record my process in a form of a blog. 





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