Evaluation Question 4

How did you use media technologies in the construction and research, planning and evaluation stages?

Throughout my A2 course I have used so many new media technologies. When I started the course, I thought I knew everything there was to know about computers, blogger, photoshop, cameras etc. Last year I was amazed at how creative I could be with photoshop and indesign. Developing my photography skills, looking for hours to find the perfect name, font, colour and style for my music magazine. And I loved it... I couldn't believe the things I could do with these programs. After a year of discovering new things on a mac, I thought I had discovered everything it had to offer. More importantly, I thought that after a year of working with them, I had cracked them.

But oh how wrong I was...

I was in for a shock. It turns out that final cut express couldn't be more different to anything I've ever used before. It seems my skills developed last year may give me a head start, but they certainly needed broadening, and fast! As I started to unveil final cut, it didn't take me long to realize that final cut gave us the freedom to do literally anything. This programme allowed us to be how creative and imaginative we wanted, giving us the freedom to make our ideas into reality. This was undoubtedly the most advanced software I have used so far. So when it came to editing our video, we didn't really know where to start. By using a trail and error process, we started to get the hang of it, and realised that we could do whatever we wanted to our video. Despite coming across problems along the way, like cross dissolves not working the way they should and what should be split screens not actually being split screens, we managed to edit our video in the way we hoped.

The wonderful world of blogging...

I have used blogger to present all my work for this course and I cannot think of another program that would be better, I have thoroughly enjoyed using it. I love the fact that blooger gives me the freedom to illustrate my ideas in a more creative, interesting way, plus it allows the viewer to have interaction through the journey of my A2 work. I think that my blog is much more creative this year than it was last year, and I have used a much wider range of technology (for example scroll boxes, drop down lists, videos and slideshows). This has made the work much more enjoyable to create and also much more interesting to look at. What would I have done without the internet? It has been my inspiration. I used the internet for most of my research, and so without it I don't think the creation of our music video would have been possible. To research existing music videos, I used youtube, and I used many other websites to find out about the codes and conventions of music videos that were of our specific genre. Once we had our video ideas, the interent allowed me to compare what we wanted our video to look like to exsisiting videos, to see if we had included the right conventions.

Final Cut was what we used to edit our video and add all of the effects. With so much to explore in final cut, this was definitely our chance to develop our media skills, in order to create a high quality, realistic and interesting music video.

size=1 name=menu>- Effect and Transitions-Cross DissolveFadeSlow MotionDesaturationBrightness & ContrastSplit Screen

Cross Dissolves

These two screen shots are examples of the cross dissolves we used in our video. The cross dissolves helped us to create a soft effect between the cuts, to suit the pace and style of the music, and made it look much smoother. I think these cross dissolves work really effectively, though they did take some time to do! They were without a doubt the easiest effect to do on final cut, however when they went wrong, they went really wrong! Sometimes it took an hour just to figure out why a cross dissolve wasn't working the way it should! But we got there in the end, and it was definitely worth it, as they are a very simple thing, that look really effective.

Desaturation

We used this desaturation effect in our video to highlight the memories that the character has. By making these memories black and white, it emphasizes that what is happening is in the past, and that it is simply a flashback in his head. We also thought that by making them black and white, the shots would stand our from the rest of the video, therefore emphasizing how the two characters used to be, and drawing attention to the fact that they are not like that anymore, he is simply dreaming.

Fades

These two screen shots are examples of the fades we used in our video. We used fades in the same way as cross dissolves, to make the editing of the video look much smoother and softer. They were used in scenes to show a change of location and a change of time. We also used a fade in the flashback, to show how Annabel had almost literally faded away from him. The other scene in which we used a fade was the very end, as it showed how he was fading, the visuals correlate with the music (as the music fades out so does he).

Slow Motion

This is a shot from another memory, where Annabel remembers what happened on the bridge (at the start of the video). We desaturated the shot to enhance the idea that it is a memory. We also made it slow motion so that it emphasizes how she remembers every second of what happened in detail, showing how painful it is for her.

Split Screen

The major effect we used was a split screen. We wanted to incoporate a split screen as we thought it would look really effective, as it would show the emotions of both the characters at the same time, allowing the viewer to empathize with both characters at the same time. This took us quite a while, as we didn't know where to start! We done some research, and we found this video:

Learn How to create a multi screen video in Final Cut Express. For more Final Cut Studio How-To Videos & Articles, visit WonderHowTo.

This video really helped us, although it did get quite confusing at times! Despite this, we managed to get an idea of the basics, and eventually managed to successfuly create a split screen.This video taught us how to do it, though it was actually much more basic than what the video makes out!

to create the split screen, we had to place the two images on top of each other, and then change the sizes of the shots so that they were equally next to each other, so that the split screen worked properly.

Photoshop was essential in creating our magazine advertisment and digipak. It allowed us to use different techniques, different layers and filters, different colours and different styles (for example text). We used the same basic template on photoshop for all three products, as this ensured we kept up the exact same house style, and created our product brand.

Evaluation Question 3

What have you learned from your audience feedback?

Feedback was a crucial part of the process in making our video. It allowed us to engage with our target audience, to see what they liked and what worked well, as well as what didn't work quite as well and what could be improved. To gain feedback from our rough cut, everyone wrote notes about our video. (Click here to see our rough cut feedback).

And how helpful this was!

The main feedback we gained was:

◦ To slow the opening down, as she very suddenly appeared and it needed to be softer.

◦ Quicken the cuts a bit, as a few of them are quite long.

◦ Too many shots of the back of people heads.

◦ A few more close ups, as they would show the characters emotions more.

◦ The split screen worked really well, and gave the video a professional look.

◦ The black and white scenes are also effective, they potrays the memories well.

◦ The slow motion also looks effective, and emphasizes the memories.

This feedback really gave us a good insight as to what we needed to improve. So, we set off once again to improve our video, and perfect it.

We added a fade at the beginning of the video, so that the video didn't start so suddenly. This looked much better, as the camera looked much smoother.

We also added a few more slightly closer shots, so that you can see more of the characters emotions. This also worked very well, as it allows the viewers to empathise much more, and interact with the characters.

The last part of our video which we altered due to the feedback, was to quicken some of the cuts (as shown in the pictures below). The main part of the video we done this in was in the last scene, where they are walking towards each other. Before, the cuts took quite a while, and so it made it quite boring. Now we have quickened them up, it is much more in time with the music, and also more interesting to watch.

Despite the points looking like fairly small things that needed improving, (such as a few cuts and some work at the beginning), we couldn't believe what a difference these small changes made! The changes we made really enhanced parts of our video, and gave it a more professional look, as well as making it more interesting to watch. So when we finished, it was time to get some final feedback. We thought we would do it a bit differently second time around. We decided to make a video of our feedback, with an interview format. We have filmed people who we think fit into our target audience, so that we get a true sense of what the people that like this music think about our video. Our feedback is shown in the video below:

Evaluation Question 2

How effective is the combination of your main product and ancillary texts?

From when we started this course, we understood that the brief was based around creating a music video along with two two ancillary tasks to help promote the video. We chose to create a CD pack and a magazine advert. We needed to create a brand for these three products, and so this meant creating a sort of house style. Our first obvious thoughts were to use the same characters throughout. The characters are the main focus on all the products, so it was extremely important to make sure that they were portrayed in a way that emphasized their own iconography.

By creating a brand for the product we were not only promoting people to buy the product, but we were ensuring that we were attracting our target audience. The three products needed to match and fit together coherently, so that each product complimented the others. This would ensure the iconography of the product, so that people instantly recognized what band was being promoted when looking at the products.

Right back to the beginning...

The very first thing we had to do was to chose our song. We had already decided that we wanted to create a video with a pop-rock genre, and so we just had to find a song that fitted our category. Once we knew we would be using the song 'chocolate' by snow patrol, we could start looking into exactly who our target audience would be, and despite the fact that I could fall into this target audience myself, I soon found out that there was a lot to know about. Pop-rock is a very diverse genre, as it can appeal to a very wide range of people. Here is a link to one of my earlier posts, about my understanding of the pop-rock genre:

Pop-Rock Genre

Once we had a clear understanding of our target audience, we could then start working on what the house style should look like. We had to have a good idea of a common style so that we could apply it to all our work. We wanted to create a video that people could empathise with.

When looking at our magazine advert and our digipak side by side like this, it is clear to see the continuity of the house style. The conventions of our house style include:

Imagery

We used the same image on the magazine advert and the front of the CD. This ensured that once people saw the advert, they immediately knew what the album was, creating the character iconography.

Black and White effects

We used a difference clouds effect on both the magazine advert and the digipak, again so that they both looked the same. This effect also relates to the video, from the black and white scenes.

Close-Ups

We have used a close up image of both Rich and Annabel on the CD, as well as on the advert. This is taken from the video. This Helps create the house style as it transfers the emotion from the video to paper.

Clothing

Rich is wearing the same clothing in the magazine advert, the digipak and in part of the video. The creates his iconography.

Text

The same text has been used on the advert and on the digipak.

Overlays

On both the CD cover and on the advert, we have overlayed the images. Annabel is in the background, almost looking over Rich, whilst Rich remains in the foreground, as he is the prominent character. This creates the sense that he has lost Annabel.

Evaluation Question 1

In what ways does your media product use, develop or challenge forms and conventions of real media products?

The first step I took into creating my own music video was to carry out lots of research, so that I knew exactly what I was creating. I listen to a lot of music, as I have done for most of my life, and so I had a good idea of all types of different genres. So I thought this would be easy. Every day I see music videos, so I figured that I knew the conventions of videos from all genres. However I was proved very wrong. Although knowing about a lot of music videos may have given me a head start, I soon came to the realization that I had a lot to learn. Despite watching the many videos, it became clear that I've never really looked at them in enough depth to truly understand them. There were a lot more codes and conventions than I originally thought! I had to start thinking more about the way videos were filmed, the mise-en-scene, camera angles, close-up shots, still shots, camera movements and much more!

To get a better understanding of these conventions, I thought I would take a look at some theories put forward by Andrew Goodwin and John Stewart:

Andrew Goodwin

The visuals illustrate, amplify or contradict the lyrics.

The visuals illustrate, amplify or contradict the music.

Genres are complex and diverse in style and iconography.

Close-ups of the main artist or vocalist.

Voyeurism is present in many music videos.

There are likely to be intertextual references.

John Stewart

Lots of close ups lighting.

Visual references should come from a few sources, such as art and fashion.

Mise-en-scene should emphasise an aspirational lifestyle.

The essence of intertextuality.

So to sum up, these are the conventions that a music video needs to be when of the pop/rock genre:

◦ Close ups

◦ Camera movements that enhance the music and the lyrics

◦ Lighting

◦ Accurate editing

◦ A clear interpretation of the lyrics

◦ Visuals should echo the lyrics

◦ Iconographic mise-en-scene

So how did we manage to incorporate some of these conventions into our video?

The video above shows the shots that I am going to evaluate.

This is the very first shot from our video. The

camera tilts up, from Annabel's foot until she

is completely in the frame. We thought this

was a good shot to start with, as it creates a

sense of place for the viewer, by starting on the

pavement and gradually revealing the bridge.

We included some close-ups in our video as well,

like this one. We thought this close up was effective

as it shows her immediate emotion after seeing her

boyfriend with another girl. This creates a sense of

empathy for the viewer, as they can relate and

interact with the character with close ups like these.

We decided very early on that we wanted to include

a split screen somewhere in our video, as we think

they look really effective. We thought that by having

both the characters on the floor with their heads

down would convey the sense of heartbreak, and

their feeling of sheer lose.

Another element we decided to add to our video was

a slow motion shot. This takes place when Annabel

remembers what happened on the bridge (right at

the beginning of the video). We thought that by

having it in slow motion it would emphasise the

memory, as well as imply that the slow memory is

extremely painful for her (as if she can remember

every second of it).

This is another memory, and we thought it would

look effective in black and white, as it portrays the

memory better. While this shot plays the lyrics are

'your the only thing that I love', which is an

example of how the visuals echo the lyrics (as the

memory is of when they were blissfully happy, and

she was the one that he loved). The mise-en-scene

of this shot also conveys the upbeat atmosphere, as

(despite the fact it is in black and white) you can

see the sun and it is a beautiful location.

Here is another example of the visuals echoing the

lyrics. As this shot appears the lyrics are 'just

because I'm sorry doesn't mean I didn't enjoy it at

the time', emphasising and echoing that he is sorry

for what happened.

In this scene, we thought we would have a go at

creating the sense of them walking towards each

other. To do this successfully we filmed Rich on

the left side of the camera, and Annabel and

Rishan on the right hand side. We made these

shots into quite a few cuts, and so it flicks from

one to the other, given the sense that they are

getting closer and closer, building up tension and

suspense until they finally meet.

We certainly picked the right day to film in London!

The weather was exactly what we hoped, lovely

and bright. This natural lighting conveys

Annabel's sense of content as she has moved on.

The last shot of Rich is still bright, however he is

slightly in the shade, and dressed in black, which

conveys the idea that he is not content. You can

see him in between Annabel and Rishan in this

shot, also conveying sense that he has been left

behind and his sense of utter lose of hope.

How did your ancillary tasks convey these conventions?

Since the first time we researched magazine adverts, we immediately loved this Plan B

advert. We thought that it suited our genre, and also our story line. When planning our

cover this was like our inspiration! However as we started making progress, we realised

that the completely black background wasn't right for us, and we started playing around

with different techniques. We found this cloud effect, and thought that it fitted perfectly,

as it is almost like the black and white parts of our video. We put Annabel in the

background, and made her slightly transparent to give the effect that she is looking over

him, but is not actually there as her has lost her. Despite our advert not working out

quite the way we planned, by researching so much we had a basis to start with, and we

both think the final product is much better than what we planned!

When creating our digipak, we did not really have an existing model we really wanted it look like, like we did with the magazine advert. We had our own ideas, and just knew we had to follow the same style as the advert to keep the house style. All we knew was that we wanted Annabel to be transparent, overlooking him, like in the Jimi Hendrix album cover I looked at in my research. By following the same style as in the advert, creating the digipak sort of come naturally. Despite not neccessarily having an exsisting model to follow, I think that our digipak still has qualities of exsisting digipaks. For example, the artist is the main feature of the cover, and the name and group is also featured. These are extremely simple things for the front of a CD, however these are the typical conventions of CD covers. By having just the artist on the front, it makes the cover immediately recognizable. We are both really happy with the final copy, we think it conveys the iconography of the characters, therefore fitting the conventions.

Final Video

Final Magazine Advert

Final Digipak

Editing Final Cut

We are now well into editing our final cut. When looking over it we realized that the last part of our video just doesn't look right. This is because the shots are far too long, one of them lasts for 6 seconds so it was quite boring really. We don't want to add more footage as it would mess up the story line, so we are simply the making the cuts shorter and quicker, and mixing them up a bit more. We hope this will make the video look much more realistic, and less boring!

Rough Cut

This is our completed rough cut. We are really impressed with the way this turned out, we think there are elements of it which work really well, for example the split screen and the black and white images. We can now use the feedback we were given to try and perfect it. Although it still needs a lot of work it is finally starting to come together!

Digipak Progress

We have now started working on our digipak as well. Due to all the work we done creating a magazine last year, this came quite easily to us, as we already have all the necessary skills to create a digipak in Photoshop. We have completed what we can of the CD, like the magazine advert we just ned to add in the pictures.

Magazine Advert Progress

Our magazine advert is starting to come along quite nicely now. We have changed the design a couple of times but have now cracked it.

This was the first advert we created. However we did not think that the bold writing suited the genre of the song, as it made it look a lot more rock-like. This is not the image we wanted to go for, and so we needed to soften it up a little. This will ensure that it appeals more to our target audience, as well as keeping a house style across all of our products.

This is the our latest design. We both really like this one as we feel is suite the genre much more. The writing is much softer, and as the video is quite slow we think this is much more appropriate. All we need to do now is add the picture! We are planning on taking a picture of Rich at night. He will be standing under a lamppost, so that he is highlighted with the light. The background will be completely dark. We then want just a picture of Annabel's face in the top right hand corner, as if she is looking over him. She will be transparent, so that it conveys the idea that she is not really there, he has lost her is and is on his own.

Fiddling Around With Fonts

It has taken us ages to find the right font for our magazine advert, as we need a font that suits the genre, the band and also the song. We want to convey a general house style for our products, and so whatever font we choose, we will also apply to our Digipak.

We have decided that we are going to use the font 'round'. We both agree that this font suits the genre, as it is not to rocky and is quite soft, so it will suit the theme of our video. We also think it looks good on the poster, and so it will appeal to our target audience.

Further Digipak Research

To get a better idea of exactly what I needed to include on my digipak, i decided to rummage through my CD collection. I do not have many CD's of the pop-rock genre, however I can still get an idea of the general conventions. In this link are some of the covers that I came across:

Digital slideshow customized with Smilebox