This Heinz advert is a great example of jump cuts and various other techniques. Each shot is extremely still, with no movement of the camera, this helps to make the overall look of the advert clean and polished, this is enforced by the seamless and smooth pans and tilts. The jump cuts make it feel fast paced, with each shot only lasting between one and two seconds, this is an idea that appeals to our group as we want to film in a coffee shop and, in order to capture the busy atmosphere, want to include several quick shots. This advert has provided a lot of inspiration due to the various shots, some wider than others and some really close-up, this helps to keep the viewer interested, I also like the way depth of field has been shown, with objects becoming more out of focus the further away from the camera they get.
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