This H&M campaign uses fast-paced editing throughout, this is shown as the are cutting from scene to scene which therefore is representing the fashion industry through the fast-pace edition which the fashion industry is commonly known for. Furthermore, the overall video refers to the importance of recycling your clothes. By promoting this video, H&M's 'Bring It On' campaign is becoming recognised by a wider audience, making it known to more people the ethics which the brand believes in. For many, this promotion is very appealing as the need for recycling is becoming greater; adding to this some members of the audience then may chose to shop at H&M as they are representing themselves as ethical, with clothing being made from recycled fibres.
The video begins with an establishing shot of a party setting. Here the lighting is low, with the people included shown as silhouettes in the darkness. Similarly, the diegetic sound within this scene, the singing and the base of the music also represent a party environment.
Editing: This is the art of assembling shots together to tell the visual story of a film. they are an important crew member in any film because they essentially give the final shape to the film.
Cut: Most basic and common type of transition. A cut happens when one shot instantly replaces the other - so they are widely used. Cuts are essential for the effects of juxtaposition. Cuts are mainly used for a technical need, thought the abrupt replacement of one shot by the other demands an interpretation from the view.
Fade in/fade out: These are the second most common type of transition. Fade outs happen when the picture is gradually replaced by black screen or any other solid colour. Fade outs tend to be used to conclude films. Fade ins are the opposite, and a solid colour gradually gives way to a picture.
Dissolve: This happens when one shot gradually replaces the next - one disappears as the following appears. For a few seconds, they both overlap and so both pictures are visible.
Wipe: these are dynamic and happen when one shot push the other off frame.
Jump cut: Shows the passage of time or to add a level of urgency to a scene. they are used in montages.
Editing: This is the art of assembling shots together to tell the visual story of a film. they are an important crew member in any film because they essentially give the final shape to the film.
Cut: Most basic and common type of transition. A cut happens when one shot instantly replaces the other - so they are widely used. Cuts are essential for the effects of juxtaposition. Cuts are mainly used for a technical need, thought the abrupt replacement of one shot by the other demands an interpretation from the view.
Fade in/fade out: These are the second most common type of transition. Fade outs happen when the picture is gradually replaced by black screen or any other solid colour. Fade outs tend to be used to conclude films. Fade ins are the opposite, and a solid colour gradually gives way to a picture.
Dissolve: This happens when one shot gradually replaces the next - one disappears as the following appears. For a few seconds, they both overlap and so both pictures are visible.
Wipe: these are dynamic and happen when one shot push the other off frame.
Jump cut: Shows the passage of time or to add a level of urgency to a scene. they are used in montages.
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