Evaluation - Teddy Fisher

Task 1




Task 2

Task 3

Task 4

Script For Task 3

Video Feedback

In this clip if you look closely there is a patch covering a torch that we accidently left in shot. Our teacher spotted this and told us to crop the clip. However, to have a wide variety of shots we needed a long shot, because this we selected a part of another clip and over-layed it onto the torch. We then asked our class mates if they saw anything wrong with the clip but they did not notice it.

Here you can see that we have used a blue filter over the clip. This remains throughout the rest of the verse. In our teachers feedback she suggested that this would give our video a colder feel after the break up. This also links to our ancillary products and the song title.

One piece of feedback that we received from our class mates was that we need a slight introduction to our chorus, instead of just going straight into it. From this feedback, we added a couple of short clips of our chorus whilst the verse is being sang.

Our teacher said that our video would benefit from more close-ups, so we added more. 

We were also given the idea that we should add a flash back before the break-up, we showed this by desaturating the shots to show that it wasn't the same time as the rest of the video. To get full effect we told them to act happy.

In our qualitative research, we were given the idea to have the artist walking down the street singing. We already had this idea when we gave our initial pitch and this feedback backed up this idea.

We received some on the spot feedback saying that we should include more side shots of the artist. We added these in the chorus.

Another part of our qualitative research outlined the idea of filming at night. We did this by, through each verse, progressively getting darker. This gave the narrative a more realistic time period. As time went on we gradually had to use more artificial light.

Ancillary Feedback 

The positive feedback that we received for the magazine advert was;

• Good use of effects
• Information is clear
• Right use of lighting in the background
• They like the main image 
• Connects all 3 products to the artist
• Image is good and memorable
• Relevance to the star persona

Negative feedback;

• Text looks unprofessional 
• Doesn't show the star persona 
• Genre isn't clear 
• The font doesn't match the theme
• Outer glow looks less professional 
• The 'limited edition...' is a block of text, doesn't look good

Positive feedback received for the Digipak;

• Good use of framing
• Like the overlapping pictures
• Like the inside panels being continuos 
• Use of the yellow in the black and white image catches the eye of the consumer
• Like the use of the continuos imagine from front to back
• Lens flare looks professional 
• Flowing imagine inside
• Link between the front and back panel is effective
• Front and back panel being in colour stands our from the rest of the Digipak

Negative feedback;

• The complete shift in tone to the third panel feels disjointed
• Feel like the fold in the slab looks slightly stretched
• The 2 inside panels where the CDs go seem pointless

What we'd change

If we did this project again we would change a few things. Firstly we would allow ourselves more time to complete the ancillary products as we only had 1 and a half lessons to do it. Because of this our text isn't how we would like it and seems out of place as it doesn't really fit our theme

We would also change the third image on the inside of our Digipak. This is because it doesn't relate to the other pictures and doesn't link.

For our video, we would cut out little mistakes such as the torch and the tripod which slightly got in some of our shots.

The performance of the artist could have been a bit more enthusiastic in places so that the visuals match the lyrics. 

We should of got a larger variety of side on shots as we had to use the same clip several times.

Magazine Advert

Digipak final

This is our final Digipak, we feel this is of a very high standard and are happy that it fits with the magazine advert and the music video.

Photoshop Progress Magazine Ad/Front+Back of Digipack

This is part of our digipack, we are going to use this image, cut it in half and use it for the front/back/spine of our digipack. we are also going to use this for our Magazine advert.

We have modified this image on photoshop. We have cut around James and put a blue tint on him. We have blurred the outside of the image. We have adjusted the brightness and contrast levels on the photo as well. we have also included a solar flare in the image to make the light look brighter. The main effect we have gone for with this image is to make it look colder as our song/album is about cold emotions. We did play around with putting an ice image with no colour in the background to add texture but we decided that it didn't look good enough. 

This is our original image.

Feedback

Overall our feedback was positive that we received from our peers. From what the other groups had out we had answered all the questions asked with a positive and what was expected.
One of the comments we received was with the question of 'Is there appropriate use of transitions and other affects?' was that from Q1-20 they said we could have used more effects but was still good.

In the overall summary of our video most of the comments were that the video gets the story across well and that it has a good narrative. But two groups disagreed with each other over the different angle types and shots. One had said 'lots of angles and us which makes it flow' whereas the other group disagreed by saying 'could use more creative angle and shot types'.

So overall our feedback was positive from all groups.

Ideas for branding our artist in our digipak and magazine advert

We want to show our artist in a way where you can see the emotion of the song, this will give an indiction of what the song is like and the message behind it, we want to show our artist clearly and use his popularity to sell our products.














We want him to look quite vulnerable and this will make the audience feel sorry for him and because he is a popular figure among women we are playing on their need to nurture.

Evaluation of the Final Cut

Our final Cut of our video met my expectations and more. Our first thought of how we would approach making our own version of the video was to make the video appealing to our target audience, of 15-25 year olds who have experienced heartache or who know and understand what the artist is feeling. I feel we have done this by using the dialogue at the start of the video to represent what has happened, and to allow the audience know how she had broke up with him and how the artist felt directly after this, showing his emotions and attracting the audience into knowing the rest of the story and the words he describes what has happened. We have also helped to link to the audience with the amount of close ups. Although we could have added more, we still have a substantial amount so the audience can understand the hurt he going through because of the facial expressions as well as the words, the close ups allow this to happen. another way that we believed we achieved this was with the slow tempo of the different shots and the sharpness of the cuts. The slow tempo represents how the artist feels at the present time, slow and sad. Whereas the sharpness of the cuts reflects his heart racing and how fast the time went between them in the past. This, yet again, shows feeling and emotion and pulls in the audience.

I also think we have reached our expectations as we have changed the way our chorus was intended to be set out. We had initially planned to just have the artist singing the lyrics whilst at a random location. But as we thought about it, and how the filming went with already having locations with just singing, with feedback from others we took on there advice and filmed 'Flashbacks' of when time was good between the couple to give another convention and so the video would not become repetitive and boring. This gave us another dimension with the editing process with making the shots black and white to show coldness when reflecting what had happened. This then met and exceeded our expectations as it gave the video another edge and something that isn't included in the verses, which was one thing we wanted to achieve.

Final Version Music Video

This is our final cut of our music video.

Progress with editing

Today we have finished a full version of our music video, we are open to change on the video if someone outside of the group has any issues with it, but if our feedback is good our video is finished and editing is done.

Since them we added blue tint to the daylight shots to add a more 'colder' look to the shots. We also realised that in one of the shots when the artist and his girlfriend were discussing their relationship there was a prop, light, that was on show. We dealt with this by cropping it out and blending it with the background. Another thing we felt we had to edit was to put more clips in the chorus. We did this so it wouldn't become boring and add a new dimension to the chorus and not to make it repetitive.

Digipak Conventions

A digipak is a compilation of  number of different by an artist- usually featuring songs, videos, interviews, live courage and behind the scenes coverage. To encourage fans to buy the digi pak they usually include exclusive 'extras' such as posters, free exclusive downloads, t-shirts, gig tickets, competition entries or other free band/artist merchandise. This is to make the physical copy of the digipak worthwhile, so the fans feel they are getting there money's worth. The advert needs to be appealing to the fans, there needs to be  a reoccurring aesthetically theme between the digipak and its advert, as well as between both these things and the music video itself.

A Digi Pak needs to include:

• A recognisable font used across the digipak, posters, magazines
• The colour scheme would stereotypically be simple and used throughout the campaign with little or no change.
• Usually there will also be symbolic objects, pictures, ect. Things that link to the artist or the video and give the audience a slight hint and arouse interest. 

Digi Pak analysis

The Digi Pak that we looked at was by the 'Arctic Monkeys', the album is called Favorite Worst Nightmare. In the Digi Pak there are no pictures of the band at all.

The front cover of the album has dark and simple colours in black and grey. this is regally used by such Indie/Rock bands as the Arctic Monkeys. The dark colours also reflect the title of the album and the lyrics of the songs in the album. 'Favourite Worst Nightmare' is obviously an unhappy topic and with songs like "If You Were There Beware" and "The Bad Thing" are not happy songs and reflect the mood of the colours used. The picture of the estate, possibly council housing, gives reference back to their roots of childhood growing up in Sheffield, which relates to the genre of most Indie bands coming from working class backgrounds. The rooms that include multi coloured drawings show that the album includes a different twist on the song lyrics. So for instance all the songs are not the genetic Indie genre. For instance 'Fluorescent Adolescent' is more of the pop genre than Arctic Monkeys usually take to, there is no heavy guitarist moments and the beat is more up beat to the other songs on the album.

The traditional inside of a Digi Pak usually includes pictures of the artist performing or of the artist in their videos but these pictures are of everyday things like folks and parts of tea mugs yet again in the dull colours to show of the style of the genre.

Pictures For Ancillary

This will hopefully be our front cover of the digi pak. we think the natural lighting works well to attract our target audience into looking at the digi pak. This will be the initial impression that the target audience will see.

We intend to use tis picture for the back of our digi pak. This shot will have the other songs on the album to the left of the picture.

Our idea for the use of this picture is to have this shot across the inside of the digi pak. We plan to not cut it ip, just the use the full picture.

Progress with filming

We have finished our second day of filming, our locations were Long Road Media room(the dark shots) and Long Road field for the trees. We have started editing these clips for the chorus. In the Black shots James is singing the words to the chorus. The shots in the trees are also for the chorus but these are flash backs, these will be desaturated to show that they aren't at the same time with the rest of the shots. We feel that we do have enough footage to fill the rest of the shots. And we considered the feedback given and produced more shot types.

Rough cut Feedback

You need more close ups/ extreme close ups of your artist


It's good that the camera moves + there are different angles but you still need a wider variety


Chorus- Flash backs to ''happy times'' with a change of venue to make it more interesting?


You need some cutaways to lyric references.

Half Term Blog Tasks

Rough Cut

This is our rough cut video.

New ideas for filming

We have looked over our footage and edited it, and come to the conclusion we will need to film more footage for our video.
Ideas for new footage:
One idea we have for extra footage is flashbacks, we would desaturate these clips to show they were flashbacks, we would film the artist and his love interest when the were happy before the break up in the song. We would use the same location as the break up and use similar costumes.

Another idea we had was that we would film on a black background with a spot light on him, the shot would be a mid shot and he would sing the chorus in these shots, the artist would be wearing just a black t-shirt.

Theoretical study into audience

Uses and gratification

 I would say that people would watch our video when they are trying to compare their life to the lyrics of the song, this would be when they have heard the video somewhere else and have decided they want to watch the video and they me just watch it to reflect their mood and feel like they are not the only one, this is Personal Identity, they may also want to watch it so they can see what the artist (Chris Brown) looks like and they may want to look like him as well so they want to see what he's wearing, what his hair looks like etc.

Others may watch our video as a Diversion, they will try and escape from real life if they are finding it tough, however our video is quite a dark and this may have the opposite effect on people.

They may want to watch the video because they have heard their friends talking about it and would want to know what they are talking about, this will give them more to talk about with their friends and they would be part of the group.

Some may want to watch the video for information, this is called Surveillance, they would watch the video so they can get information about the artist or the band, for instance we have watched a lot of videos to get ideas for our own because they are in the same genre.




Focus and Ambient Audiences

When people go to watch our video for focused reasons they will be watching it to look at the artist, our video sells the artist and as he is seen as attractive they may watch the video just to look at him. The audience may also watch our video because they want to see the story being told, they may like the song and want to see someone else's artistic view of what the song means. we have used a lot of cuts in our video to keep the audience entertained and it has a strong narrative.



  Some people may just watch the video in the background because they want to listen to the song, this is an ambience audience, our video has a strong performance from the main artists, it has quick edits so it flows. It has a simple narrative and we change locations a lot.

Qualitative Research

Did you like the track?
Dan - He loves it.
Connor - No, don't like slow songs.
Grant - No.
Anissia & Emma - It was OK


What type of person would like this track?
Dan - Young adults.
Connor - Male's in touch with their feminim side.
Grant - Teenagers, because its a relevant artist.
Anissia & Emma - Young teenagers, maybe young adults as well (mainstream)

Which age range would you typically associate with this song?
Dan - 15 - 20.
Connor - 16 - 25.
Grant - 14 - 17.
Anissia & Emma - Teenagers.

How would you picture the band/lead?
Dan - Prodomitely black, male, vest.
Connor - Stylish attractive.
Grant - good looking, tattooed.
Anissia & Emma - Young attractive guy.

What sot of music video would expect to accompany this track?
Dan - In depth.
Connor - Love story, a girl cheesy emotional shots.
Grant - night time, find someone.
Anissia & Emma - Some guy walking around in the dark, alone and singing.

If performance, where and what type?
Dan - Quite location, where the artist can reflect on themselves
Connor - By himself reflecting
Grant - City orientated, sitting on a bench.
Anissia & Emma - Him singing in the street.

If narrative, what sort?
Dan - Yeah.
Connor - Trying to win back the partner.
Grant - Did something wrong and trying to win them back.
Anissia & Emma - About a relationship or break out.

By doing this we have learned other peoples perspectives of the song, how they see the how the video should be shot and what the video should include. We have learned how other media students see the artist in their head, as a traditional R&B artist who's main passion is love and isn't afraid to show their feelings through lyrics and body expressions.
The answers we had been given have only reinforced about how correct we were about our creative process. this because we have aimed the video at teenagers between 15- 25 year olds and the feedback given has agreed with our aim. Likewise has occurred with the locations, shot selection performance type and mise-en-scene of the lead singer.