Marketing Research & Development

I've never posted on social media besides my personal Instagram account. This portfolio project presents a super unique opportunity for me to learn a bit more about marketing and how planning for content can help develop a brand. 

What makes a brand?:

At the beginning of the school year, we learned a lot about the different components of brand development. To refresh my memory, I revisited our Brand Identity project. I used Canva to create a brand prism for the social media of my upcoming short film:

As you can see, the strategy I believe will work best is to make the social media page very personable. A big worry of mine was that I may unintentionally give away too much of the plot of my comedy, but with this method, that won't happen. Instead, I'll be able to gain community support and hopefully generate buzz around my upcoming short film. 

Platform:

Instagram is gonna be the best platform for promoting my comedy short film because it combines video, images, and interactive features in a way that maximizes audience engagement. That way, I can focus on developing the personable aspect of my marketing. With Reels, Stories, and carousel posts, I can showcase all different kinds of content while keeping it dynamic and discoverable. Instagram’s algorithm also favors video content, making it easier to reach new viewers organically, and its interactive tools—polls, Q&As, and comments—allow for direct audience connection, which is perfect for the vibe I want. Overall, the platform’s mix of casual and polished content aligns perfectly with a personable, behind-the-scenes  storytelling approach. Without further ado, here's my tag

@dumpyourbf.shortfilm

DONT FORGET TO FOLLOW AND SMASH THAT LIKE BUTTON!!!!!!

Content Idea & Pacing:

Here are the main categories of the type of posts I'll be making on Instagram and how often they'd appear each week.

1) Behind the scenes/Process (1x per week)

• BTS Clips: Raw footage, bloopers, or funny mishaps while filming
• Meet the Director: This is a Short, casual video introducing myself and my project
• Meet the actors (introduce Mia and Liam's characters)
• (TBD) DIY Filmmaking Hacks: Quick tips on low-budget effects, lighting, or editing hacks
• Before & After Edits: Show an unedited vs. final clip of a scene (once I start editing lol)

2) Comedy Clips & Teasers (1x per week)

• Short Film Snippets: Tease the funniest or most dramatic moments.
• Alternate Takes: Show different versions of the same scene.
• Character POVs: Edit a scene from the perspective of different characters (IF PROJECT TIMELINE PERMITS LOL)
• "Expectation vs. Reality" Skits: Compare how a scene was planned vs. how it turned out

3) Personal & Interactive (1x per week)

• Polls & Audience Input: Let followers vote on props, music, or lines for future shorts
• Q&A Session: Answer audience questions about the project
• "First vs. Final Draft" Post: Show how a script changed from idea to final film (more of an end-of-project kind of post)
• Relatable Creator Struggles: Share funny moments about the chaos of student-filmmaking

With this in mind, I'm on track to start posting this week! And filming once I get back from states lol .. my next post will go into that real quick...

Bye for now!

My first ever screenplay

For the short time I've experimented with film, or mostly info/news segments, I've always kind of winged it. Sure, I'll draw out a storyboard or write a shot list, but I've never written out a script the way you're "supposed to" in the professional world. 

This time, I wanted to do it the right way. So, I'm writing my first-ever screenplay. 

I was kind of intimidated at first and didn't really know where to start. My classmate, Mateo, was a big help in figuring it out. He showed me his draft for the short film he's writing for the portfolio project. It's starting out really funny, and I especially enjoyed it because it's based on a true story from our mutual friend, Eduardo, who is always up to some wacky shit. 

Anyways, Mateo told me about this website called "Writer Duet." 

It's a screenplay-writing software that is free to use. It has all the necessary features to write in the proper format, including sluglines, action lines, a title page, dialogue etc. But, if I'm being fully honest, I had no clue what any of this meant; and I definitely didn't know a thing about why we even do this format in the first place. 

So, I consulted YouTube. I found this 2 part video about the anatomy and format of a screenplay (I've embedded the first part below).

I just kind of skipped through these though, they went very in-depth about the history and whatnot, and I just wanted to learn how to format my own script.

Luckily, I discovered Ms. Makalya Lysiak. She's a young, aspiring actress and writer in Hollywood and publishes regularly about this world on her YouTube Channel.

This beginner guide taught me everything I needed to know. It wasn't as hard as I had expected. So, without further ado, I hopped back over to WriterDuet and started writing... now HERE is where I got kind of stumped.

Having an idea and turning it into a script are very different things, especially for a short film that is as dialogue-heavy as mine. I'm struggling to visualize the pacing, which is crucial for the humor in the montage (which is the bulk of the short film) sequence. The good news though is that at least I've started! It can only get better from here! I've already knocked down the first scene between the girlfriend (who I think I'm naming Rebecca) and her boyfriend (Liam; also TBD), and then began the second scene with the best friend Mia (pretty set in stone).

Did you notice anything in the photo? I have a title!! At least for now.. I'm open to workshopping it and might call in the big guns (Ms. Stoklosa) tomorrow for an outside opinion. I had considered "10 (or x ways in the montage) ways to dump your boyfriend" but Mateo said it sounded like a tutorial., which is definitely NOT what I'm going for. 

My upcoming posts this week should delve into possible social media (marketing) plans I have so that I can get that up and running. See ya then!

What does "funny" sound like?

 The Sound of Funny: How Music & Sound Design Shape Comedy

Hi again :)

I’ve been researching a good amount about genre for my upcoming short film, but this time around, I wanted to dive into something I haven’t covered yet—music and sound design. I don’t always think about it, but sound is huge when it comes to comedy. A well-placed dramatic score, an awkward silence, or even a perfectly timed record scratch can change a scene from mildly amusing to straight-up hilarious. Since my short film is all about breakup rehearsals, I want to make sure I use sound in a way that enhances the humor rather than distracting from it. This may include unique elements specific to the different "bits" (like a tambourine in the poetry dance). 

So, let’s talk about some great examples of music and sound in comedy—and how I can use similar techniques in my film.

1. Over-the-Top Music

Sometimes, the funniest thing you can do in a scene is to take it way too seriously, especially with the music. Romantic comedies often use dramatic love songs to exaggerate emotional moments. A classic example is Bridget Jones’s Diary (2001), where Bridget sings "All By Myself" in her pajamas, fully committing to the sad, lonely breakup trope. It’s funny because it’s so dramatic.

Another great example is in Legally Blonde (2001). When Elle Woods gets dumped by Warner, the soundtrack swells like it's the end of the world. But because we, as the audience, know Warner is trash, the dramatic music just makes it funnier.

2. Sound Effects (Or lack thereof)

Comedy is all about timing, and sometimes the best joke isn’t even in the dialogue—it’s in the sound design. New Girl (2011-2018) does this incredibly well. Schmidt’s dramatic one-liners (ex: "I was raised in a wolf pack!") hit so much harder when followed by the perfect awkward silence or over-the-top reaction sound.

A classic example of sound effects in comedy is The Office (U.S.). Whenever something awkward happens, the complete lack of background music makes it ten times funnier. The silence forces you to sit in the awkwardness, which makes it feel even more real.

Another great trick used is sudden cut-offs. Some of the best comedy scenes abruptly end like the filmmakers are saying, “Yep, that’s the joke. We’re done here.” My short film’s ending does this (where the boyfriend just casually accepts the breakup) by cutting off the girlfriend's very dissapointed/infuriated "THAT'S IT-" once she receives the anticlimactic "Okay." 

3. Diegetic vs. Non-Diegetic Sound

One big decision I need to make is whether the music in my short film is diegetic (heard by the characters) or non-diegetic (just for the audience). We learned about this in the beginning of the year or maybe even last year in AS Media. 

An example is shown in 10 Things I Hate About You (1999), Kat’s poem scene is super emotional, but the lack of background music makes it feel raw and authentic. While a dramatic score WOULD have fit here, the choice to not use it worked well too. On the other hand, something like Mean Girls (2004) uses non-diegetic music to add extra punch (ex: the tribal drum sound whenever Regina George gets mad, or the growling scene embedded below). 

For my film, I’m thinking a mix of both would be best:

• Diegetic sound when the best friend is playing music on her phone for the rehearsals (because let’s be real, someone would make a breakup playlist for this).
• Non-diegetic music when I want to exaggerate a moment for comedy—like a sudden dramatic orchestra swell when the breakup speech gets way too intense.

I'm glad I got to familiarize myself with the sound-side of comedy, especially since it's not usually the first thing I have in mind when I come up with an idea (I'm more of a visual picture-er). Soon enough, I'll be starting with pre-production! Bye for now :)

Girlhood

A main focus of my short film is the nature of girlhood -- the chaotic, hilarious, and dramatic reality of teenage girl friendships. While the film is technically about a breakup, most of it shows the interactions between the two girls. At its core, it's really about two best friends hyping each other up in the dumbest way possible, and having fun while doing so. I didn't realize it when I first came up with the idea, but this is very relatable for me -- and maybe a reflection of my own life in a way.

My best friends and I do a LOT of stupid stuff together and we have fun no matter what. Forget "I'll look back on these memories fondly,"... I'm loving making them RIGHT NOW. In fact, the best people I picture to play the best friends in my short film are my best friend (Gio) and I (but I'll save that for a later post on casting/character development and whatnot). 

So, I'm looking at movies that really nail female friendships in comedy:

Booksmart (2019) is pure gold in this genre. It follows two academically overachieving girls, Molly and Amy, who realize they've taken high school way too seriously. The night before graduation they try to make up for any high school experiences they've missed out on.. in 24 hours. The movie is a really fun watch and is absolute chaos. 

The girls' dynamic might appear to be very "extra" or over the top, but it's pretty real if you ask me. Their conversations go one of 3 ways:

1) being VERY supportive of each other's outfits, hyping the other up like they're on the red carpet (the scene I've embedded above is an example of this)

2) arguing over the DUMBEST thing ever

3) both within a 5-minute timeframe

I also took notice to the way the comedy is shot. There's a slo-mo sequence of the girls getting ready, making them look like movie stars (it's very dramatic). But then it's cut off when Amy's Dad does what Dads do.. and starts recording them and calling them his "special girls," noticing how they're all grown up. The balance between the dramatic "spell" and the harsh cut to reality is precisely what I plan to do for my breakup montage. It's very serious on purpose, and the more cinematic I make it, the more it will contrast with the real "boring" breakup. 

The other day I was thinking about a specific element I want to include in the montage actually.. 

When I was younger, I remember a very specific scene from the show Bunk'd. One of the characters, Lou, does a spoken word dance and it is absolutely hilarious. I couldn't get the exact clip from the show, but below is a sample of the style of poetry.

*DISCLAIMER*: I am in no way, shape, or form making fun of this style of art. The video I've embedded above is a beautiful performance included for context so that those who are unfamiliar with the scene I am referencing can get an idea. My intention with implementing this in the montage scene is that it is overly dramatic for the context. There is no reason that the girl needs to prepare an interpretative dance to break up with her boyfriend.

Moving on! The next text I researched that expresses female friendships is Derry Girls. The show is set at a Catholic school in Northern Ireland in the 1990s and follows a group of schoolgirls who blow every minor inconvenience way out of proportion. The comedic timing is impeccable. 

My main takeaway from what I've watched of this is that the humor comes from escalation. A simple misunderstanding turns into full-blown hysteria within seconds. One character makes a dumb decision, and instead of anyone stopping them, the rest of the group doubles down. That’s exactly the kind of energy I want in my short film—where the best friend character isn’t just helping with the breakup rehearsals but actively making them more unhinged.

(Start at around 1:45 to see the start of the "miracle")

For example, one of my favorite Derry Girls moments is when the girls fake a miracle to impress some nuns, only for it to spiral into an elaborate production. They never stop to question if they should; they’re too busy perfecting the performance. That’s the energy I need in my film—where the best friend treats the breakup rehearsals like a full Broadway production, complete with props, lighting, and maybe even a musical number.

With all this in mind, I’m getting closer to locking in the tone and pacing for my short film. I can’t wait to experiment with these ideas in pre-production and show the best parts of having a best friend

Until the next one… :) 

The Art of the 'Awkward Breakup'

Hi again :) Following up with more research, I wanted to focus on a text that is very on the nose for my short film. Breakup humor is very particular, and I want to make sure I get it right. 

Enter 'Forgetting Sarah Marshall' (2008), one of the most painfully hilarious breakup movies, and 'Crazy, Stupid, Love' (2011). Both take different approaches to breakup humor and manage to strike comedic gold in very "sucky" situations. 

First up is a brief summary of Forgetting Sarah Marshall: 

The film follows Peter, played by Jason Segel, a heartbroken guy trying to get over his hot (famous) ex-girlfriend Sarah by relaxing at a Hawaiian Resort. To his luck, Sarah, played by Kristen Bell, happens to be at the same resort... at the same time.... with her new rockstar boyfriend.

And now for 'Crazy, Stupid, Love': (a personal favorite)

The movie revolves around Cal Weaver, played by Steve Carell, whose life takes an unexpected turn when his wife, Emily (Julianne Moore), asks for a divorce. Devastated, Cal finds help from Jacob (Ryan Gosling), a young bachelor who helps him navigate the dating scene. Later on, however, we learn that their lives are a lot more involved than Cal OR Jacob knew. 

Here are the key takeaways:

1. The Big, Painfully Awkward Breakup

Both films open with gut-punch breakups that somehow feel way too real—while also being absolutely ridiculous.

In Forgetting Sarah Marshall, Peter (Jason Segel) gets dumped while naked. It’s painfully awkward, but also kinda genius. He’s literally exposed, setting the tone for his downward spiral.. which only worsens when his trip gets interrupted by the very thing he's trying to get away from. The contrast between Sarah (Kristen Bell) casually breaking up with him and Peter’s emotional (and unclothed) meltdown makes it even funnier.

Meanwhile, Crazy, Stupid, Love starts with Cal (Steve Carell) getting dumped by his wife Emily (Julianne Moore) at dinner. Instead of fighting back, he just mutters, “Okay.” (Much like the boyfriend in my short film will!) Then, he immediately throws himself out of a moving car (the scene is embedded above) to avoid talking about it. The way the scene escalates from quiet tension to absolute absurdity is exactly the kind of humor I love and want to try and express in my 5-minute timeframe.

2. Side characters add a LOT

Both films use side characters to push the main character deeper into breakup chaos. Forgetting Sarah Marshall has the most unhelpful yet hilarious advice givers including: Paul Rudd as the spacey surf instructor, Jonah Hill as the obsessive waiter, and Mila Kunis as the too-cool-to-care receptionist.

Crazy, Stupid, Love introduces Jacob (Ryan Gosling), a smooth-talking womanizer who decides to remodel Cal post-breakup. Watching Steve Carell go from dad mode to “wannabe ladies’ man” is peak comedy due to the sheer secondhand embarrassment (it feels like listening to your parents try and be "cool")

For my short film, I need this energy. I want the best friend character to take the breakup rehearsal way too seriously, like treating it as a full-blown stage production (“We need props. And lighting. And a backup dancer.”). In fact, maybe she is the one who had the idea to practice beforehand in the first place.. 

3. Expectation vs. Reality = Comedy

Last but not least, both films play with expectations in a way that makes breakups even funnier.

In Forgetting Sarah Marshall, Peter finally moves on… only for Sarah to suddenly want him back. The big emotional confrontation is completely undercut by awkward pauses and bad timing. And similarly, Crazy, Stupid, Love builds up Cal’s transformation so much—then reveals his ultimate romantic rival is Ryan Gosling dating his daughter. The serious moment turns into pure chaos that literally breaks into a fight. This is exactly the kind of twist I want in my film. My lead character spends so much time rehearsing the breakup, only for the guy to just… accept it. No drama. No argument. Just a casual “Okay, yeah.” And that’s it. 

With this in mind, and more research to come, I'm building a solid foundation before the pre-production stages of my short film begin. Until the next one..

Short Film - Research

Hi again :)

Now that I'm officially set with making a short film for my portfolio project, I need to actually UNDERSTAND what makes a great short film (before I jump right into writing, filming, and regrettably editing at 2AM way too close to my deadlines). Let's be honest, making a short film that's actually funny, technically sound, and resolved within 5 minutes is easier said than done. So, I'll cut to the chase and get right into learning:

Short Film 101: What makes it WORK?

I did some digging, and here's what I found:

1. Keep it simple

Short films work best when they focus on just one idea or storyline. Unlike larger productions, time constraints limit how much world and character development you can do, so it works out better if the plot shows a shorter "snippet." 

Though not a short film, an example of this technique is shown in the movie Stalled (2013), a comedy-horror about a janitor who gets stuck in a bathroom during a zombie apocalypse. Rather than including unnecessary 'fluff' or subplots, like exploring the origin of the zombie virus or the janitor's life story, the creators kept it simple. It takes place in primarily one location, which allows it to be very engaging. 

2. Start late, leave early

As I briefly mentioned in #1, short films DO NOT have time for long introductions. It's best to get right into the action, so that you can fully develop the main plotline. 

It's Not You, It's Me (2013) does a good job at showing this. It's another dark-comedy where a woman breaks up with her boyfriend because he is LITERALLY trying to murder her -- zero time wasted. 

There is no need for "hello, my name is" when it comes to short films.

3. Make every frame count

Again, with such a short runtime, every shot should either push the story forward or add to the humor. I need to think about framing, pacing, and visual gags—maybe even play with mockumentary elements and lots of shot variety to make the montage in my "breakup rehearsal" short engaging. 

The Gunfighter (2014) does this beautifully. The entire short is set in a saloon, but the use of voiceover narration as a plot device makes it feel dynamic and hilarious. I audibly laughed at this one and I absolutely recommend it ( I will be sharing this with my classmates next time we do recommendations). 

4. Dialogue vs. Visual Comedy

Since I'm making a comedy, I need to balance sharp dialogue with visual storytelling. If a joke works without dialogue, it’s probably stronger. Think of exaggerated reactions, comedic timing, and physical humor.

The Elevator (2010) shows how you don't always need to say the joke to make it funny—it’s almost entirely visual comedy. The funniest part of this to me was when the main character started trying to add up the weights of the people in the elevator, purely guessing of course. When looking at the "heavier set" people, the shot would last longer before he estimates their weight. 

Apart from the embedded/linked films above, here are the articles I read that helped guide my research in Short Film 101:

Visual Storytelling in Short Films

Tips for Making Comedy Short Films

(Very Rough) Project Schedule

 Calendar of Other Important Events - 

So before I get into my rough project schedule, here's a look at other important commitments I have coming up from now to April. The ones marked in RED are where I absolutely cannot do big stuff for the project cause I won't be here, and then the ones marked in BLUE are just days where I have something, but it won't disrupt my schedule too much.

February:

2/12 - Senior Night

2/13 - Districts

2/15-2/16 - My boyfriend (Alex) is flying in for the weekend

2/22 - Regionals (Hopefully) (Edit 2/24: Yes!)

March:

3/6-3/8 - States (Hopefully) (Edit 2/24: I qualified so Yes!!!)

3/14 - TBD FAWA Folkstyle State Championships

3/15 - Banquet

3/17-3/22 - Alex flies in again :)

For the most part, I plan to pace my work on this project based on our blogging schedule. So for these upcoming first two weeks, a lot of research is being done. I need to learn more about short films in general, and then about the comedy genre. I expect a lot of ideas to be bouncing around my brain during this time, so my project will likely evolve a lot from now to 2/23. Then, there's research on social media and the print component (which for short film is a postcard to be distributed at film festivals). During this time, I'll start pre-production planning so I'm set to keep my project running smoothly (storyboards, shot lists, contacting potential actors, etc). The week of 3/17 to 3/22 could be a good time to film/start because my boyfriend will be here and able to help me or maybe even act (in the one scene I have that requires a man lol). If not, I have my own spring break from 3/24-3/30.. but I don't like how close that's cutting it, so that might be more of a LAST resort. Blogging during the production process includes shooting schedules, screenshots of coordinating with actors, etc. Last year, in AS, I did the bulk of my work during spring break and it ended up working out, but I do remember stressing due to some external factors... (RIP my laptop). Anyways, following production is post-production, which will happen right after I film (either following the week of 3/17 or crammed in during spring break). This time I also want to be wrapping up my print component. As for social media postings, I plan to do 2-to 3 a week to build a solid platform to market the short film. 

Sounds like a lot, but, I have a rough idea for how this is gonna go. 

Week One (2/10-2/16)

- decide on a project

- brainstorm ideas

- start genre research

Week Two (2/17-2/23)

-more genre research 

- SET MYSELF ON AN IDEA

Week Three (2/24-3/2)

- start researching social medias that fit my genre

- begin pre-production planning (storyboards, thinking of actors, shot list, etc)..

Week Four (3/3-3/9)

- make sure I'm set (scheduling/location) to film

- finalize actors/storyboard/shotlist

- any necessary research (I really want to make aesthetic intro/credits, and maybe even come up with a production tag)

- HOPEFULLY I'll be at states so the week before/after this will need to compensate

Week Five (3/10-3/16)

- try to start filming...

-research print component conventions (that fit my genre)

Week Six(3/17-3/23)

- BETTER be filming/have filmed

- if yes, start editing!

-begin researching/planning for Critical Reflection

Week Seven (3/24-3/30) 

- do what needs to be done! (finish editing, credits, introduction, etc)

- have an idea for my CR/maybe even start 

Week Eight (3/31-4/6)

- mostly CR

- any other changes

Week Nine (4/7-4/9)

- final post :) reflect on the project

- post all components

- post CR

- goodbye :)

More updates coming soon :)

DISCLAIMER: 

Upon further consideration for my short film idea (which I mentioned in my previous post), I am worried that it won't fit the time requirements. It has to be about 5 minutes, and unlike any other idea I had, I worry this will be too short. It would be very "montage-y," but I can't do that for 4 of the 5 minutes.. so this idea is likely to change. 

A Level Portfolio Project Choice

Hi there!

I’m beyond excited to start my final AICE Media portfolio project! It feels surreal to think about everything I’ve learned over the past year, and I can’t think of a better way to show it off. We had a big options review on Monday (2/10), and here’s what I have to choose from:

Option 1:  Music Promo Package Option 2:  Film Promo Package

Option 3:  Documentary Package Option 4:  Short Film Package

Of these four, the two that stuck out most were the documentary and short film packages. But making a final decision is much harder than it seems...

Documentary:

On one hand, I really enjoyed our documentary unit and would love to attempt one on my own. The idea I have in mind, however, would be to document the trials and tribulations that is highschool wrestling (and making a run for a state title). I take my sport very seriously though, and I worry filming could distract me or my teammates while we're at practice and tournaments.  Plus, I’m not sure my coach would be on board with all the filming. That said, the portfolio project only has to be an excerpt of a bigger episodic doc, so I thought maybe I could focus on a more casual style for the introduction "episode." This could give a behind-the-scenes look at the team while allowing me to introduce myself and my teammates. And with the season ending in March and the project due in April, I could always pivot the topic to being a student-athlete more generally — especially since we’ll have some national tournaments to cover post-season. 

But then there’s the wrestling schedule to consider. With practices five times a week from 3-6 PM and all-day tournaments on weekends, it can be a juggling act for me. I’ve really worked hard to balance academics and training this year, but I know it’s still going to be a challenge (regardless of what option I go with).

Short Film:

Now, as for short film ideas, I was talking with my boyfriend and we came up with a couple. My favorite ended up being a "breakup rehearsal." Picture this: a girl and her best friend practicing crazy ways for her to break up with her boyfriend — think dramatic flair, deadpan delivery, even interpretive dance. But when she finally gets to the actual breakup, he just casually replies with a laid-back “Okay, yeah.” leaving her with nothing but a stunned “THAT’S IT?” and then the film just cuts off. I’ve never done a comedy before, so this feels like a fun idea to consider.

Conclusion:

After all the thinking and weighing my options, I’ve officially decided to go with the short film package (subject to change... I can be indecisive). I can’t wait to share more about my creative journey in future posts. We'll chat then :) Bye for now!