Moving Image

Moving image can be used for many different markets

·       Movies (The Avengers, Black Swan, 127 Hours, Drive)

·       Weddings

·       Parties

·       Promotion work/advertising

Certain techniques used in moving image help the flow of the story. Examples could be the ‘Hitchcock zoom’ adding drama or a moment of realisation to the shot. Foreshadowing commonly used in thrillers giving clues throughout the sequence for what is to be revealed at the end. Fade in/fade outs to show the end or beginning of a new scene. Certain angles also help to tell the story, as close-up shots show the emotion a character is portraying, extreme long shots show the setting of the scene, extreme close-ups commonly used in horror films adds tension. Lighting is important as it helps to set the mood, whether it be a brightly lit sterile room or a candle lit romantic scene. The use of camera focus can help to guide the audience on where to look and where the director of the clip is wanting people to focus on.

In this moving image clip there are a lot of close up shots used to show the emotion in the actors face, mainly being quite glum, miserable, unexcited for his day ahead. You are shown POV shots allowing the audience to see what the actor is seeing and gives an ‘in his head’ vision. Using sound - such as a narrative voice over - is a clear way to tell the story, it can bring the audience into the actors head which helps to create a more personal atmosphere. It can also separate dream from reality which is what happens in this clip, the change of music allows us to know it is a new location and we are now inside the actors head. Even the song choice of the dream sequence is relevant to what story is being told, singing about ‘looking for freedom’ which this clearly relatable to this character. Most of the shots used are short and snappy when he is getting ready, nothing overly exciting and showing it is routinely done. When you see the 3 shots of the same actor in the same scene this is a clever way to show a routine and time passing by in a long monotonous manner. As he watches the video of the dancers things start to liven up, an extreme close up shot allows us to see the excitement in his eyes, the tapping of his fingers to the music, true emotion is starting to show. The use of adding in a ‘fade in’ conveys the beginning of his dream. Lighting also tells us that we are now inside the actors head, it is darker and has a spotlight giving a dream-like effect. The low angle shots add to him being the star of the show, as if we are the audience beneath witnessing him in his moment of fame. The pause of darkness before there is a snap back to reality confirms this is just a day dream of his - snapping back to the real world. With the clip ending with the actor finding a shoe box hidden away in his cupboard, as if they were calling out to his through the use of the low angle shot looking up to the actor, we are left with a clear image that he is now on his way to pursue his dream by snatching the shoes out the box and the clip dramatically cutting, leaving the rest as a cliffhanger. 

This short video has been used as an advertisement campaign. There is a mix of techniques used throughout this clip which give the viewer a clear understanding of what is being sold. It starts off quite creative, using a blur and focus technique which gives a creative flair. The scenes overall are quite short and snappy keeping it to the point and showing the product and setting in different ways. You are shown a victorian period room giving a classy element to the clip. The camera shifts its focus on certain objects to enhance the detail and add sophistication, obviously stating there is a certain audience for this kind of product and this would be more appealing to their taste. The way the model (Cara Delevigne) holding a different owl in each snapshot, the owl matching to what she is wearing in that scene, allows us to see that she is being portrayed as one of the owls herself. This is shown through mid-angle shots letting us see both her and the owl at the same time to see the similarities side by side. The close up shots of the image show clearly what the product is that is being sold. The clip ends with a slow motion shot of Cara Delevigne adding a sultry aspect and allowing us to know that that is the end of the footage. 

This video is made up mostly of extreme close-up shots to let the audience know what exactly is going in the food and how it is being made. The use of slow motion adds drama to the shots creating an exciting and intense element. The use of the vibrant colours against a blank, dark background makes the food look much more appealing which is more attractive to the consumers - it is selling the product making whoever is watching want to be a part of it. Through the use of the close up shots the food looks fresh and juicy which will entice people in - this possibly is created by spraying the food with water before the scene is shot. The short, snappy clips keep the video interesting and not drag out too long which is a good way to keep people watching. Making the camera focus on one thing makes it easy for the watcher to follow and tells them where they should be looking, putting all the focus wherever it is meant to be.

From these videos you can see the different ways in which moving image can be perceived through the use of camera and editing techniques. You can control the way the audience views the video through the way it is shot and enables you to tell the story smoothly. The atmosphere of these videos are clear and attract the audience of their choice - either by being shot in a more creative manner compared to a more dramatic video where they are trying to sell something and keep it very upbeat and exciting. There are many different ways to shoot moving image to suit whatever story you are trying to tell/sell.


Creative Process // Konsta Punkka // James Whitlow Delano

Konsta Punkka

Creative processes vary hugely for different photographers. Each photographer will use the creative process in unique ways which suit their train of thought best. 


As a wildlife and landscape photographer Konsta Punkka worked on perfecting his photography skills for over 6 years. Starting photography as a hobby he has successfully amassed a huge following and has now turned his passion into a career. He believes hugely in the art of patience when it comes to his photography as he spends most of his time revisiting areas constantly, building up relationships with wild animals. Pushing himself out of his comfort zone to perfect a shot is no secret of his, he once crawled for hours at the mouth of a cave in freezing temperatures to get a shot of a mouse he had been observing.

Equipent used:

  • Nikon D5S

  • Nikon D800

  • 50mm // 18-105mm

Konsta Punkkas creative process is mainly through the use of trial and error. He starts his days early - “most start with coffee” - with the aim to either focus on getting close to the animals or working on the perfect shot that may have taken months to get. He keeps his photos moody and dark, so usually sets off first thing in the morning or when the sun is setting to go and take pictures as the lighting at these times are helpful for the overall look.

He states “go and shoot every day and you’ll learn what works and what doesn’t” in an interview with Nikon - his preferred equipment choice. He uses his lenses in ways you wouldn’t expect, shorter lenses for wildlife instead of longer lenses as he has taken the time to gain trust and get close enough that a zoom won’t be needed. He does not usually use tripods as he tends to get low down to the ground and keeps everything relatively manual as he needs to keep his movement simple and manageable. His final shots are edited in his own unique way combining classic documentary photography with the commercial world, keeping his pictures dark and moody with twists of colour. He displays his photos through social media and on his personal website.

The process Konsta follows is based greatly around patience and planning ahead. He will set off early in the mornings with an idea of where he is going and what he plans to shoot (a fox he has been bonding with over a couple of months). He prefers the light to be softer and not too bright as this compliments his editing technique of lowering the exposure and making certain warm colours pop.

James Whitlow Delano

An American photo-journalist telling his story of culture, human rights and the environment though his photography.


Since most of his work is mainly street photography, Delano tends to only carry 1 camera and 1 lens with him. He shoots with a 35mm lens as he feels this gives a more personal approach to the subject and believes this lens see’s the way our own eyes see. The subjects he chooses are ones that the ‘ordinary’ person can relate to and he wants people looking at his photographs to be put in the place and experiencing this pressure (the rainforest, a polluting factory or even a tsunami scene). He likes to cross boundaries and does whatever it takes to get a good photo - even risking going to jail, for example going into the no entry zone of Fukushima. He approaches his subjects depending on the situation. In an interview ‘Lessons in the Field’ he states ‘If I am face-to-face with someone, of course, I will ask. It doesn’t have to be “can I take your photo?” I could gesture, not verbally’. However, in other situations he would not ask as he feels like can be disruptive and unnatural - people become aware there is someone taking photographs and the photos are no longer ‘real’.

He travels all around the world (mainly the east) photographing stories and trying to get messages across to his viewers, mainly about climate change and the effects humans have on Earth and freak weather events. Some of his projects are edited to black and white - this gives a darker feeling to his images conveying serious topics. However, others are kept in colour, depending on the image this can help emphasise the story he is trying to tell.

Equipment used: (very simple, easy to carry)

  • Leica ‘M Series’

  • 35mm lens

He documents most of his work on his website, social media and exhibitions. One of his most recent exhibitions in Glasgow is ‘Everyday Climate Change’ which is run by photographers all over the world and documented on an Instagram page. Some of these photographs are now being exhibited traveling around many different countries. It is currently in Glasgow until November 4th.

Comparing both photographers, they have similarities and some differences. Both of their style of photography requires them to have lots of patience and to be willing to travel. Punkka focuses more on animals rather than humans, as Delano does, telling stories through the animals he shoots showing the audience how they live and the side of wildlife we don’t get to see. Both photographers use little equipment making it easier to travel and get shots quickly, meaning they don’t have bulky equipment wearing them down all the time. They are trying to tell a similar story through different techniques and showing the world in their own way, sending a message with each picture they take. Some differences may be that Punkka does not currently show his work in exhibitions and sticks to social media whereas Delano holds quite a lot of exhibitions showing his work. Their editing techniques are also quite different as Punkka edits his pictures much more as Delano keeps his quite raw.