Contents

Welcome	Introduction
Analysis	Music video analysis  Music video analysis 2 Music video analysis 3 Music video comparatives Music Video Analysis 4 Music Video Analysis 5 Music Video Analysis 6 Music Video Analysis 7     Music Video Analysis 8 Magazine Analysis Digipak Analysis  Costume, Props and Location Analysis
Proposal	Project Proposal     Choice of song Letter of Permission
Planning	Shot List Treatment Moodboard  Shooting Schedule Animatic Risk Assessment Shot List Technology Available to Us
Trial and Testing	Trial & Testing
DigiPak	Digipak Analysis DigiPak Q&A DigiPak Process Steps of Designing DigiPak Evaluation
Magazine Advert	Magazine Analysis       Magazine Research  Magazine Advert Design Steps Group member opinion of Mag ad  Advert Evaluation
Music Video	Shot List Treatment Moodboard  Shooting Schedule Animatic Risk Assessment Shot List Trial & Testing  Costume, Props and Location Analysis Final Music Video Questions (Individual Links by Joel Wright and Ryan Moffitt, single link by Curtis)                       How did you use new media technologies in the cons...                   What have you learned from your audience feedback?...                        How effective is the combination of your main prod...                       In what ways does your media product use, develop ... Curtis's evaluations

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

What have you learned from your audience feedback?

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

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

Final Music Video

Bad Quality (Youtube)

Costume, Props and Location Analysis

The use of differet conventionsnins in our music video allow us to represtent a hidden meaning within the main video. to start with the use of casual clothing allows the viewer to react wih the main characters as they have been through the same experiences. It also signifies realism showing that the scenes being shown are real situations and acttions.

The locations from the music video try to show the breaking of the simulated relationship. The use of a desearted, damaged and old buildings sybolyslis that the relationship between the characters has gone sour and fallen apart. This is also re-enforced throguh the use of the black and White effect. The other locations used allows the viewer once agin to engage the piece easier, by giving a reconisable family home.

Finnally even though there were realy any props used they two had meanings. The letter shows an old method of communicting, this shows that the relationship between the two characters was proberly a more traditional one. The second and final prop that was used is the stoolthat is seen in the first part of the intro. The main character is siting down in a relaxed pose reflecting on the memories that have passed.

Overall the use of all of these methods allow us to create the hidden meaning of a broken relationship.



Written By
Joel Wright

Curtis's evaluations

This is our group evaluation, it will be recorded and placed below. Following this post will be our individual evaluations, where we discuss schizophrenically our own performance throughout the project. The aforementioned litigation will be carried out entirely by one individual, whose job it will be to pronounce truthfully how well they did.

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Treatment Modification

unfortunately due to issues with props we are unable to fim our ending for the music video, the scene in which mat walks through the house and photos and momentos disappears behind him and the colour fades as he walks past, for this scene we have been unable to source any photo frames, gifts and other momentos for this scene. after evaluating the situation we have come to the hard decision to cut the scene, to combat this we have added more footage into the film as so not to compromise the viewing experience.

DigiPak Evaluation

All though my comments maybe slightly bias towards our groups DigiPak, I feel that we have succeeded in creating a design that breaks the mold. By trying to design and create a DigiPak that has a whole in the front we have allowed the customers to experience a sense of curiosity. The imagery used in the inner cover is all from the location to show the customer what they should be expecting. Over all I think that our DigiPak would have an impact if released and look great with an innovative design.

FeedBack from Group

Joel Wright
I think that the DigiPak uses the space provided very well and the font cover showing the Title with the window to the next level showing the artist. I think if I was going to redesign the DigiPak and created it again i may of changed the back background as i feel this may not be a prominent as other colours.

Curtis Jones
I like the amount of work that we have put into our digipak. There is just so much too it. A lot of writing, contents and extras. This will attract the hardcore fans in their hypothetical droves. But the overall, the entirety, and design, the idiosyncrasies that are imbued in the digipak are what makes it outstanding.

Ryan Moffitt
In my opinion our digipak adresses all of the criteria needed for this genre, bright colours against a dark background, image behind the cd tray, and many more all of these combined make a package that is both visually appealing and informative for the purchaser. The digipak includes a insert containing lyrics and band bios, this adds to the attraction of the digipak and gives the fans an extra incentive. in all our digiPak offers a complete package, and shows all of our creative and imaginative skills.

Outsider FeedBack

Nicholas Johnson:

After looking at your digipak I really like the imagery. However feel that the colours are too bland. This leaves me getting a bit bored of the pak, and feel that if I had bought it then I wouldn’t long be excited by it or enjoy it.

Robert Cubberly:

I think its very innovative and stand out compared w/ its rivals. I think it may be a bit flimsy, but other than that I think it is very good.

In conclusion we feel that the DigiPak has lived up to our expectations. and the continuous panoramic image for the disk tray is a really nice touch that allows the viewer t see the different states of emotion the artist is going through.

Written By
Joel Wright

Interviews Sourced and Written by
Curtis Jones

Project Progress

Our progress so far. The images are shown below and our conversation on the topic is attached, the images are also attached in a slideshow so you can see the images that we are describing.

Production Progress by wrij93

Treatment Modification

The video opens with a black and white colour filter with a blur fade to mat sitting on a stool in an old abandoned building, low lighting and exposed brickwork. We then cut to mat walking through the building alone tracking shot with mat backlit inside building with the camera outside the building, while tracking mat gets blocked by walls and seen through windows creating realism about the video.

Then the video fades to the studio shot as mat starts to sing lines 1-4, on line 5 we see a mid shot of mat carefully picking up a dusty letter, on line 6 and 7 a mid shot shows mat unfolding the letter slowly and on “dust on the ground” mat blows dust off the letter towards camera and camera fades with the dust to a panning shot of mat on location in the building. During line 11 and 12 he video switches to colour and mat is sitting on a sofa with a girl, on the line “chase...away” the girl then leads mat out of shot, we then cut to the couple playing in the bedroom (play fighting) then on the line “inches above” they both start to fall onto the bed, cut to black and white footage close up of mat hitting the floor in the abandoned building.

In the chorus the video cuts to Point of View footage in colour of the girl chasing mat around, the couple run through a door way. Then we cut back to black and white long shot of mat coming through the doorway in the abandoned building on his own.

Costume and Location decisions

For the costumes we decided it was best that we use casual everyday clothing. This is because the characters are representations of the audience. And they are going through a scenario that is common place in an average persons life, w/ the odd metaphor of course :P the colours of the costumes are connoting his emotions, the colours are dark and enigmatic and match the colours of the locations.

For the locations, we needed an everyday location, so we thought about parks, schools, but ultimately there was only one everyday location to choose from, the home. This also allows us to get more personal w/ the characters. Then, along side that locations we also needed our previously mentioned metaphor location. For his we needed somewhere that was completely opposite, it would have to be cold, lonesome and rugged. We found a place, a disused bunker, perfect!

By Curtis

Added to by Ryan Moffitt

Advert Evaluation

Curtis Jones

In my opinion, the magazine advert that has been created by Joel, we went for a hyperrealistic advert style using a real company and their images, a letter was sent to hmv for permission. the colours we used in the advert are the same as used in the album artwork, a group debate we are having is to include a money off voucher in the lower left corner to fill up some space and make it look more professional.

Joel Wright

I think the final advert reflects the genre of the music video. The use of icons to a HMV layout brings the realism to the advert. The use of dark colours in the advert make the pink colours more definitive and allow the viewer to see where the DigiPak art starts and where the image stops.  Over all I think that the advert works really well and the voucher would bring customers in to by the final product.

Ryan Moffitt

I think that although the advert is a really nice piece of work that is well designed, it seems a bit crowded and theres to much going on in it. For instance the typographic head seems to be floating and the attached coupon means that your attention is drawn away from the main point of the advert which is to show the album and the artist.

Written by

Joel Wright

Curtis Jones

Ryan Moffitt

Group member opinion of Magazine advert

Our Advert

This is my quick opinion on the current state of the magazine advert made by the group, though mainly by Joel.

A debate that we are currently discussing is wether or not to have a coupon at the lower left hand side of the ad. This would take up some dead space and, I feel, would fit in nicely w/ the product.

As w/ the majority HMV adverts, we have decided to choose a very dark look, dark meaning dim rather than gothic of course.

Also I like our use of HMV emblems that really make it look that much more realistic. Along w/ some copy right information at the bottom of the page

There is however a slight thing I do not like, but apparently is unlikely to be changed, that is the fact of there being three picture of the same person, two of which are the same picture. I feel this looks slightly unprofessional, as for I have never reviewed an advert that has multiple images of the same individual :s

We also carried on the decadent feel that we saw in one of our samples.

Written by Curtis

Magazine Advert Design Steps

Steps in Desgining our AdvertTo view in full screen click Menu and Select the Full screen option. This is recommended as some of the text cannot be read at this size.

Written by Joel Wright

Magazine Research focus group

1. Gender; M/F 2. What’s your Age? 3. Do you like the advert, and why? 4. Is the advert effective? 5. Does the advert suit the genre of Indie Rock? 6. Does the advert look professional? 7. Would the advert compel you to buy the CD?	1. M 2. 17 3. No. It is too dark. 4. Not really, because I don't like the genre. 5. Yes, it does, but I don't like the genre. However there is not enough graffiti. 6. The logo's make it look pretty good. 7. No
	1: M 2: 18 3: Yes, it fits in w/ HMV's imagery. 4: Not to me, because I don't like that genre of music. 5: I'd say yes. 6: Yes. 7: Hell no.
	1. M 2. 18 3. I like the advert because it looks professional 4. Yes, it does work 5. Yes 6. Yeah, it looks like a typical advert from HMV. 7. If it has a coupon then yes!
	1. F 2. 43 3. Yes I do like it, I think it’s original and edgy. 4. Yes I think it is. 5. Yeah, I think. 6. Yes it does actually! 7. Yes, if I liked the music then I would definitely.
	1. F 2. 18 3. Yes because its cleverly designed with a hole through the front. 4. Yes 5. No 6. Yes 7. Yes
	1. F 2. 19 3. No, It seems too busy? 4. It advertises HMV very well 5. Actually I think it does, but it is a big genre, and it could do w/ being more specific. 6. Yes, it kind of does, but as I say, that is not the problem w/ it. 7. No, it would turn me away if anything
	1. M 2. 20 3. Yes, it seems very different, but in a good way? 4. Yes, because it stands out. 5. I don't know much about the genre, so I can't really tell I’m afraid 6. Yes, definitely! Very well done. 7. I'm not sure the advert alone could do that, but it would help.

Overall Results

M 4/7

17-43

Y 5/7

Y 4/7

Y 6/7

Y 7/7

Y 3/7

What we can learn from these results is; In %, this seems to be more geared towards females, as for a higher percent of females liked it in comparison to those who didn't. Also it seems to be aimed more at 18+, this is fortunate as for it is the key demographic for this genre of music. The advert itself seems to have a high ratio of likes, this is stand alone, and revealing no negatives or positives possible from the music itself. The overall efficiency of the advert though is slightly behind its aesthetics. Now, unusually however, we find that a very high % feel that the advert suits the genre. This tells me that people are not as liking towards the genre then they are to the artistic and physical design. This is backed up by the fact that 100% of the people asked agreed that the advert looks professional! Finally we get to the crux of it, a mere 3/7 people would buy the CD based on the advert. This concludes that the work, the advert in itself is very good, even convincing people of different niches of its value, but ultimately, no amount of marketing can make someone buy something they don't like.


Written by Curtis Jones
Edited and Formated by Joel Wright

Animatic

We chose to create an animatic from our storyboard. We watch some professional animatics and found that they had animated the images to create a more realistic creation. We tried to use Adobe After Effects CS4 to animate our images. As this was our first attempt at a animated animatic we feel that we could improve on the drawing technics and animate it in a more realistic way.

Written and Created by

Joel Wright

16 Shooting Schedule

It will be a week shoot that we will be aiming to do. We will have to film in similar weather environments due to continuity reasons. The table below shows how we are planning to shoot, this also includes what members of the group will be doing on each day. We have had to change our plans due to a member of another group being the singer of the song. This means he is only able to help in scenes when he is not busy with his own work.
Day/Date, Currant Endeavors, Group Members Jobs
Filming of Forest Scenes Day 2
Filming of the Indoors Scenes Day 3
Filming of the Band

Props

Letters & Envelopes

Bed

Stage

Instruments
Location

Wooded Area

Bedroom

Stage Area

Window area & lounge
Equipment

3x Camera

2x Tri-Pods

1x Jib

1x Dolly

Track

Lights

mixing desk

By Curtis S Jones

Trial & Testing

We have tried two different tests, for first test footage we tried shooting Mat in double the time we also spread the track up for Mat to mime to. We used members of the class in the background who would then appear to be moving faster than Mat. This method seem to work really well and gave a form of realism to the piece, sadly after the group got together and commented on the video we all felt that the new footage would not fit in with the song.

Also when we were on location we tried a low angle shot of Mat being chased this seemed to work increasingly well as a result we are going to try an put this in to our final music video

Written and Edited by
Joel Wright

13. Risk Assessment

We have created a new risk assessment. It is based on our old one using many of the same questions but now the responses have been changed to apply for our currant situation.

Question Response 1. Are the technical crews competent? Yes, all crew are adequately trained. 2. Falls of men and equipment? N/A 3. Temporary structures? There are no temporary structures 4. Any electrical equipment? All electrical equipment are pack-tested and safety inspected before use. 5. Manual handling? Heavy lifting or manual labour will not be required on site. 6. Tripping hazards? All of the cables will be secured and warning signs will be placed around. Vehicles in the studio? There will be no vehicles used. 7. Special effects/Pyrotechnics/Lasers/ Strobes? No special effects are used in the production. 8. Children on site? There are no children on site when production takes place. 9. Stunts/ Novelty construction? No stunts or novelty construction are used in production. 10. Weapons/ Firearms/Crossbows? No weapons or firearms are used in production. 11. Practical Fires/ Cookers (Butane/ Propane)? No gas fires or cookers will be used on set in production. 12. Water? Not within our production 13. Glass? There is no danger posed by any glass in our production 14. Smoke generators? We are not using any smoke machine in production. 15. Controlled substances? N/A 16. Animals? No animals are planned to be used in production. 17. Audience requires extra supervision There will be no adult supervision required. 18. Wheelchairs Will not be required. 19. Health conditions? None to record 20. Smoking? There are a couple of people that smoke, and so their will be a designated smoking area.