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我们认为公益广告的创作,有时不在于场面的宏大,高额的投入,能够真正打动观众的心灵引发共鸣进而产生积极的社会效应,才是公益广告创作的真谛所在。《空间篇》便体现了“准定位,小制作、巧切口”的创作原则。古香古色的巷子,“跳房子”图案、童谣、笑声、给观众勾勒出一幅儿童无忧无虑,嬉戏玩耍的画面——然而,渐渐出现的刺眼的停车位线遮盖了“跳房子”图案,刺耳的的车鸣声淹没了纯真的童谣,打破了和谐,把观众拉回到无奈的现实当中。通篇只用一个长镜头,无配音和人物力求画面简洁,文案精炼,引人发想,触拨心弦。
We think that the creation of public service advertisements sometimes does not lie in the ambitious and high input of the scene. The true meaning of public service advertisement creation lies in the resonance that can really impress the audience’s mind and then produce a positive social effect. “Space chapter” will embody the “quasi positioning, small production, clever cut” principle of creation. Antique alleyways, “hopscotch” motifs, nursery rhymes, and laughter give the viewer a carefree, playful picture of the children - however, the dazzling biting parking line gradually hides the “hopscotch” pattern , Harsh car sound submerged pure innocent nursery rhymes, breaking the harmony, the audience back to the helpless reality. Throughout only a long shot, no dubbing and characters strive to picture simple, well-documented, attractive, touching touch of heart.