Production codes and conventions for an audiovisual product The genre of my product is a promotional video, therefore its purpose is to promote the city of Cambridge. For the camera work I made sure to use lots of smooth shots such as pans etc., this means the video will be very smooth and visually pleasing to the audience. A panning shot gives the idea that the audience is actually there and feel as if they are getting a good look at whats around them. It also denotes a sense of involvement between the audience and the city itself. I think the overall mise-en-scene of the video really showed the standard codes and conventions of an audio-visual product. For example including very iconic buildings such as King's College meant that people where instantly aware of what the video was about as its practically a landmark for the City. My use of so called establishing shots, meant that an extra depth was added to the overall narrative of the piece. There is an overall welcoming and positive vibe to the video, which I think is purely down to the fact that all of the different aspects of the codes and conventions work well together to create this product. During my editing process I am hoping to keep it very smooth and seamless, accompanying the footage with calm but upbeat music to keep it relaxing yet maintain the audiences interest.