Sunday, 28 March 2010

Music Video Evaluation



In the media there are lots of ways in which to promote a new single or album or digipack and one way is to produce a music video and release it to be played on specific music channels on TV. For example a rock song would mainly be played on Kerrang whereas a pop song would be played on the Kiss music channel. Frankmusik belongs to the genre of music Electropop and so would probably be found on a music channel such as E4 music that plays a range of styles and whose target audience is 18-24 year olds.

For our music video we took this into consideration and used specific conventions to attract the right audience. We used characters that were young and attractive, who wore stylish clothes and like to party. In music videos they do the same as this. Artists have a set target audience that they like to promote their artist products to. This means that they use certain conventions in order to attract this audience. The conventions that we needed to stick to include, bright colours, fun scenes, exciting shots and a fast pace. This meant that we needed a variety of different shot types in order to make the audience interested.

We developed upon these conventions and made the video more interesting. We did this by having a set narrative and not revealing the climax of the narrative until the very end. This made the video follow a set intention and so the viewer can follow the journeys of the two separate groups. They may work out what the ending is to the narrative before the video has finished, which would make them feel good for accomplishing this. Other music videos do similar things to this, such as Frankmusik's Confusion Girl video. It makes the viewer want to carry on watching as they want to know what happens at the end. This makes them watch the whole video and hear the repetitive beat of the song. This stays in their head and when they hear it again they sing along because they recognise it. This then makes them want to buy it as it is stuck in their head and they want to hear it again and again.


Our music video was set in Brighton and so we used some establishing shots of the pier. For my digipack and advert designs I went to Brighton to capture some images that would combine with the ideas in the music video to create a cohesive use of media. For my digipack I used two images on the inner panel that showed the location of the music video, whereas the outer panels teased for the image of the main character. The inner panel shots establishing Brighton connect to the establishing shots of the pier in the music video. The angle of the two shots are similar and when the audience sees the music video it reminds them of the digipack which makes them want to buy it. It is important to keep to similar conventions throughout the digipack and the music video as it connects them together and shows that they are being produced by the same artist. We do this to attract a particular audience with particular interests and so these cohesive conventions make sure that the whole product is successful.


We also had shots on the path on the seafront where the girls walk along and then later the boys walk. This is on the same path as where I took the image for my inner right panel. The audience makes this connection and establishes how the music video and the texts relate to each other.


The two images show the view down the path from the same angle, with the street light on the left of the frame. It makes the media products consistent which makes them more professional. It makes the products appear cohesive and the audience like this as they can connect the two when going out to buy the digipack.


When filming the video it would have been better to keep to the same colour conventions. i would have been more effective to have one of the boys in a bright coloured top such as the bright pink typography on the front panel of the music video. This was what we initially intended to do however the boys that we used did not have this type of outfit and we did not realise this until they turned up. This was a lack of communication and planning from the group and the actors which could have made the video's connection with the print ideas more effective. After we had filmed the male characters on this occasion it was not appropriate to change the outfit as the continuity would have failed.


The red Mini that we used is the closest colour that connects to my personal media texts. It is the brightest colour portrayed throughout the music video and so it is the closest connection. Personally I think that we could have been m,ore organised with the outfits and made them more relative to what our target audience would wear. These male characters in our video are wearing plain, bland and dull colours whereas our target audience would usually wear bright clothing to stand out from the crowd and make them noticeable.

I could not upload the video on to a site like facebook and so I asked an A-level media student form a different college to comment on the video with some feedback that I can take into consideration. I asked a student from Hazelwick School who had to film for their coursework for A-level media except their filming was for a documentary. Even though their coursework was for a different medium the student could understand the time consuming and effort needed to produce a piece of film and so was relevant to comment. Here is the comment:

'To me this music video seems very real and I would not be surprised to see something similar to it on television. I like that there is a clear story set throughout which makes it interesting and entertaining to watch, some music videos are very random and confusing but this is clear and easy to understand. I especially like the use of the slow motion and fast motion effects on the clips during the chorus. The way that the camera has been used in the car as a POV of the boys was a really good idea, I like it a lot. The last shot where there is a tightening on the hands of the couple sums up the video well, it makes the ending clear and it is the release of the tension built throughout. My favourite shot would have to be where the camera is moving to the right as you see Brighton Pier and the sea, there is a clear establishment of where you are which helps the story flow. One thing I did notice was that near the end some of the shots of the conversation went on too long and I think shorter cuts may have fitted better as it would have suited the tempo more but that is the only negative aspect I could find as i think it is very entertaining and effective music video.'

One thing that this person said was that they like the way the narrative flows throughout the video. This was an aspect that we considered right at the beginning of the planning stage for the video. We had to think about whether we wanted to follow a story or just watching the artist singing or a combination of both. I think the music video may have been more interesting of we took shots of someone singing and getting lots of different shots of them. We could have cut back to these clips at various points in the song, such as in the chorus. This could have made the video more interesting. We decided not to do this as we did not want to divert away from the narrative, possibly making the audience forget what is going on.

When editing we used slow motion and fast motion to speed up and slow down certain areas. This allowed us to make the tempo of the video fit with the tempo of the song. This person commented that they liked how we did this and this shows that it was a successful feature.

A criticism that this person had of our work was the final sequence where the shots of the group are really long outside the pier. This person is rihgt, they are too long and this does not fit the tempo of the song. This is an example of where the editing could have been better if there were more shots to use. We should have taken more footage, with varieties of shots outside the pier to fill up this space and made more, faster cuts between beats of songs. This would have made it more appropriate and coherent with the rest of the video and made it more exciting to watch.

This has taught me that the editing at the end needs to of higher quality and have more shtos but that th majority of the video has been completed to a high standard. This would give me confidence if I was to do a similar task again. I would also know that alot of film and varied shot types need to be captured in order to select from sufficient shots to get the best ones. This would also allow us to select little clips to cut back to when there is a quick succession of beats.

At the beginning of the project we were introduced to the software Final Cut Pro on the Apple computers. It is a software that allows you to edit clips of film and insert music in order to create the music video. this software, I found, is quite difficult to use when you have never used it before. It is hard to get the hang of moving clips around and it is annoying when you miss a clip out and then have to edit the rest of the video again. However, when you get used to moving parts around and cutting down the shot with the razor blade tool it makes the process alot quicker. It is a good piece of software and is appropriate for what it does. Final Cut Pro is a professional means of creating a music video and so it was vital to use for this piece of coursework.

When filming we used an XM2 camera to capture the shots. This piece of technology was simple to use as there was sufficient information present on the camera which showed you what buttons did what. We had also had previous experience with using the camera from a chase sequence that we completed late last year as practise for this project. For this initial project we used in-camera editing which made it hard to get a great cut between shots. It also seemed to take alot longer to capture a good enough shot as we were not used to using the cameras.

After this small scale project it was easier to locate features. For example turning the camera to manual and setting the white balance to inside or outside. Whilst using this technology we were taght how to use a pull focus to make either the foreground or the background in focus and the rest out of focus and also how to swithc between the two in one shot. This created a narrow depth of field to make certain characters or features the main focal point on the frame. Although we didn't use this technique I think it is a good idea to have in a video. This is because it highlights the focal points that the producers want the audience to concentrate on and this also adds another dimension to the video making it more interesting.

I also used technology such as the internet to research other artists videos and to analyse them. I used YouTube to get the songs onto Blogger and then wrote aboout them and analysed them on this site. Blogger has been a means of recoding the work that we have been doing throughout the project. It is an internet blogging site that allows you to record what you have been doing and has helped me to keep a track of what I have done.

Thursday, 25 March 2010

Evaluation of Digipack and Advertisement

My media product uses similar conventions to the ones that Frnakmusik has on his album covers. The masthead that I used is exactly the same as the one that Frankmusik used on his ablbum 'Complete Me.' I decided to use this same masthead as Frankmusik's fans will recognise it and instantly know that it is a reliable product and so they are encouraged to buy it. I used a pink font for my front panel and advert as this fitted with the colour screen across the print products.
My advert is very bold and outgoing. It is very different to most adverts in that it is not a photograph. It was originally taken from a photograph but now all the dimensions of the surroundings have been taken out to leave me with just black and white tones. This makes it look less true to reality and more outgoing.
This is a contrast to the design of Katy Perrys advert design for her album 'One of the Boys' which is a photograph of and unrealistic setting of a 1950's American garden with the typical housewife portrayed. These are both artists that challenge conventions to make their products more interesting. Katy Perry sings about odd subjects while Frankmusik inserts wacky features to make his videos seem more interesting. I took this concept on board and when creating this bold promotion.
This advert challenges already released adverts as it is very bold and full of expresion. The expression is produced by the audience when they initially see the advert. They interpret the facial image in their own way and decide for themselves what it is set to portray instead of being conventional. The advert is outgoing and bright making it stand out above other adverts, which is the main aim.

Both my digipack and advert are cohesive in that they use a continuity of colour and design ideas. They link well with each other and it is clear they are products of the same artist. The main feature of my design is the black and white face. This stands out to the audience as the colours contrast with each other. This image is strong in this way and so therefore it is effective to use across the digipack and advert designs.
The colours are consistent across the prints with the limited use of just pink, black and white. These colours work well together and make the designs look bold and interesting. The use of pink text and typography highlights specific features to make them key focuses on the page. This creates a 'house style' and ensures that the audience can identify the digipack from the advert design.
I have also used the same text (Arial) for both the digipack text and the advert text. This is a simple and easily readable font to ensure that the audience does not have difficulty reading the text. This attracts them as they are not frustrated with the annoyance of not being able to read the information easily. It also allows the audience to get key information quicker, so if they are in a rush they can access it easily.
Overall the effectiveness of the two separate print designs is quite strong. They work well with each other and use the same conventions in order to recognise the association with each other. The text is big enough and the consumer is not overloaded with pointless information. They get the information they need quickly and easily because of this.

I placed my designs on my facebook page to ask for audience feedback on them, hoping to receive some comments on qualities in my work and some constructive criticism to help me build upon my designs and make them stronger. The majority of my friends on facebook are within my target audience age group of 18-24 year olds. Most go out at weekends drinking and socialising at parties and clubs and so it was relevant for me to ask them to comment. I did get some people commenting that were not a part of this social and age group but their comments are still important as they could broaden the audience.
Comments for the digipack and advert were mainly compliments on how the colours are consistent and the designs are coherent which tells me that they work well together. This was a main aim for me and so establishing this allows me to be confident that the strong advert link to the digipack and would help sell it.
There was also comments saying that the designs were very professional, this was mainly for the pier image on the inner left panel and the back panel. The pier image is very arty and looks impressive because the lighting at the sunset was perfect for the position I was in. This created a really good contrasting image. This is a different technique to the one that allowed me to complete the back panel. This was done using Photoshop and placing text boxes and key information to make it look professional. This was established by using the same image as on the front panel just slightly less abstract and adding a barcode and production information. It was commented that this was a good idea as it made it look like it was going to be sold in a shop which made it more realistic. This has taught me that simple additions can make lots of difference in the selling of a media product and that simple things are vital.
Some constructive criticism that I found on the feedback was that the face image on my front panel was not clear enough to show expression and some were unsure whether it was a face at all. This made me consider enlarging the image on the back panel and placing it as the main image on the front. This is a clearer image of the face and so it may be clearer to the audience, however I did make the face like this on purpose to make it more mysterious to the audience in order to seem more rebellious and attract them. Therefore this made me decide not to change it, I want the audience to slowly get clues and establish who this character is and so I made the image clearer on the back panel for them to do this.
The criticism, of the inner right panel, suggesting that the image could be better with a stronger contrast between the pink areas, highlighting the light from the street lamp, and the black, highlighting the dark night sky, i agree with. The image looks blotchy and this makes it less eye catching. The contrast between the two colours could be more clear in order to accomplish a stronger image. To do this I would need to use the magic wand tool and filller tool to fill in the black areas that overlap into the pink parts. This would make the design bolder and catch the eye of more passers by.
The media prints connect ot eachother well by all using the same colour scheme and similar images top keep the prints cohesive. They look like they relate which is the main aim and so i think I have achieved a good continuous flow of media prints.
Overall I think the feedback is positive and this reflects a good design idea. The digipack and print advert that accompanies it are bold, eye cathching designs that would be easily recognisable on the market and therefore makes them successful.


This task began with lots of planning and decision making in order to create a successful idea. First we chose the song Frankmusik-Gotta Boyfriend, we found this song online and found, by using YouTube, that there was no music video to accompany it. This was the gap in the market that gave us the option to fill. After we had found the music we had to begin planning our time and our sequence of shots. We drew this and then uploaded them to Blogger in order to keep a track of what we were doing. Blogger is used to keep a record of the work we have been doing and is an internet page on the web. It allows our teachers to read our work and find it easily any time of the day in order to make sure we are up to date.
When I began designing my digipack and advert I uploaded them straight to blogger. I used images that I had taken and put them into photoshop in order to adapt them to make a successful digipack and advert print. Last year as part of the course I used photoshop in the same way and so this year I had already developed some techniques to allow me to work at a faster pace. However, having not initially learnt the technology in depth, I had limitted techniques to allow me to experiment so I used similar techn iques as last year. This included increasing the exposure and using the magic wand tool to capture and change the colour of certain areas.
I also used Facebook as a means of getting audience feedback to allow me to improve my ideas and make them suitable. I then wrote this up in Blogger and explained that the audience feedback is vital because if they don't like the prints then the product is unlikely to sell.
My evaluation includes prints from the internet and has been written up using an internet blogging site called Blogger.

Thursday, 4 March 2010

Advertisement

Now that I have analysed two advertisements and designed three of my own I need to make the finish piece. I used the original image and highly contrasted it so that the light images were separated from the darker ones. This was easier and quicker than using the magic wand tool and also allowed me to create the exact shadows that are present on the image itself. I then changed the contrasting colours to just use black and white to keep the colours coherent with the digipack. i then switched and began using the magic wand tool again to make the background black and make the lines bolder in order to prevent the colours filtering across each other.

This way was easier than using the magic wand tool to highlight all of the areas as the areas that were appropriate had already been established when I contrasted the photo.

The next thing to do was to add the typography, using the same typeface and then adding the text for teasers etc.

In my advert analysis I suggested that I would complete a questionnaire and ask peers within my target audience which teaser they would want to see on the advert. However I did not have enough time to do this and so made the decision myself to tease about the 'smash hit Confusion Girl.' I thought this would encourage the target audience to buy the digipack as the adjective smash before hit makes the digipack seem more dramatic as there is emphasis to buy it. The audience realise this and therefore are encouraged to buy it.

The addition of the typography and continued use of this typeface makes the advert stand out. The bright pink and white contrast with each other and also the black background making it stand out to the audience. The pink text is used to emphasise certain words. For example the 'AND' emphasises the additional features that are inserted into the digipack. The audience see this and realise that they are getting value for money by buying the product.
The other typography is in white text as this stands out between the black and pink of the rest of the page. This writing is highlighting the less important features of the digipack but still showing the vital things that need to be added. For example the title for the digipack is 'Gotta Boyfriend?' and this text is placed in white. This is a vital piece of information for the audience as they know what they are looking for but it does not need to be a main focus.

I have also used a * review from MixMag which is a dance magazine that my target audience reads. The review is a 4* which shows the audience that this is a competitive digipack. They realise that this is worth the money as MixMag have used their professionals to review it. This will encourage the target audience to buy it.
To the right is the print screen of the comments that were posted on Facebook. There are some very positive points that I can take from the comments, including the appropriate use of colour and the framing of the face.
One person commented on how they like the fact that there is more of the face this time. As if there is more information from this image than the one on the front page. This makes it clearer and also more inviting as it is clear what the image is portraying.
Another commented that they liked the positioning of the text. this is one aspect of the advert that I like. It is clear to read which makes it more interesting and the colours contrast well with each other. I like the way the text sits close to each other with no spacing between the layers of text. This groups it well and doesn't make the text unclear which could have been a problem.
One commented suggested that the mixmag review could be larger in order to make it stand out more. I considered this when I was designing and producing the image but I decided not to as I did not want it to be the main focus on the page. I think I have accomplished this well as it is not too much of a focal point but it is highlighted to make it stand out.

Advert Flatplans

An advert is a means of selling my product to the audience. It produces hype and makes the audience want to buy thedigipack as soon as it is released. This means it needs to contain sufficient and appropriate information to make the product profitable. The audience needs to know when the product is out, teasers for what it includes, a review from a relevant establish media product such as a magazine and the title and artist who made the product.
The first idea that I had is shown to the right. It would be made using the same image as the inner right panel of the digipack. For that image I made the image black and white and then added the redish/pink into the light areas. This is a similar idea except the image would be made to look even less real and have a high black and white contras, similar to the front panel of the digipack. The light from the street lamp will be boxed off from the rest of the image and filled in in pink as a text box. This would keep to the continuity of colours from the digipack. The idea of doing this is to ensure that the audience can easily identify the digipack when it is released. if they recognise the image form the advert within the digipack then they are more likely to buy the digipack.



The background colour is black so that the typography and pink text box stands out and contrasts. This makes it more noticeable on a shelf in a shop encouraging the audience to buy te digipack. I have also added the colour yellow to this idea. It goes well with the pink and black and also brightens the page to make it stand out. Although it is not consistent with the digipack by using this colour, I decided to use it to make this advert stand out among others. This will make more people recognise it and be curious to see what the digipack insludes.



The typeface used is the same as that which is on the digipack. It is the typeface that the artist uses himself coherently throughout his products. The audience recognise this and want to buy it as they know what they are getting. By keeping this consistent the audience can easily identify and rely on the media product. It is a san serif font which as capital lettered and bold. The 's' is in the shape of a lightning bolt whivh indicates the elestro-pop genre. The target audience recognise and appreciate this consistent use which makes them want to buy it.



The teaser that I used for this advert was that the digipack includes an exclusive interview with the artist. The idea of teasers is to encourage the audience to buy the digipack. They see what the benefits are of buying the product and this makes them want to find out more. The target audience listen to this artist all the time and want to get this exclusive interview. The interview itself also creates a connection to the audience. The audience feels as if they know the artist as they feel the artist is talkiong directly to them. This can also encourage non-Frankmusik fans to buy the digipack widening the audience and making more money.



The typography for the teasers and release date are written in black. This stands out above the pink background but is not very consistent with the digipack. On the back panel of the digipack I used pink text boxes but used white writing above it, this would make it more consistent if I did this on the advert.





This idea will be a horizontal page - 210mm height x 148mm. This will make it big enough to notice on a page spread in a selected magazine. This magazine would most likely be MixMag as they have similar audience and include this dance, electro-pop music genre as a basis for their magazine.



Overall I do not particularly like this idea. There are too many differences to the digipack making it harder to identify that they are connected. Also the image that I used for this idea is from the inner right panel and so the audience may not recognise the connection from this to the front panel of the digipack.








This second advert idea is more consistent with the digipack front page. The three colours used, pink, black and white, are the same as ont the digipack and so when the audience go to buy the digipack, after seeing the advert, they easily recognise the connection between the two.


This umage is the same image that I used on the front panel of my digipack except this time it is black on white instead of white in black. This changes the image slightly but the connection can still bemade. The target audience likes this because they can see the changes making it look more professional.The typography that I have used on this advert idea goes vertically down the page. The typeface is the same to connect the two mediums. The vertical positioning creates a new dimension to the page. It splits it into thirda with the left third being the the typography, the middle third being the image and the right third being the text. The audience like this because the page is not compact and it is easily readable. My target audience are people who like a simple life of partying and having fun, they do not want to be overloaded with information and so this idea attracts them. It gets straight to the point with the text showing when the digipack is out, the title, a teaser of exclusive footage and a media review.


Some of the text is in white, some in pink and some in black, depending on the colour of the text boxes. 'Gotta Boyfriend?' is in a black text box and so the typeface is in white. This makes it stand out and the audience can easily identify the title of the digipack. The rest of the text is in white text boxes and so the text colour changes between pink and black. The pink text is used to make certain words stand out from the black text. For example the release date is in pink as this is a key piece of information whereas the video features and footage of artist are in black. These are also key bits of information but they are bold to make them stand out instead of being in pink.


I have placed different sized sections seperated by black lines. This makes the text seem spaced out without making the page look too empty. The text is easy to read and the page looks fuller because of the extra spaces created.


On this advert I again added a review. The review is again from the magazine MixMag who give the digipack a 4* review. The audience reads this magazine as well as listening to this artist and so it is appropriate to use this magazine as a review. Mixmag's target audience are aged between 18 and 25 (as this is the general age of clubbers), it is also primarily aimed at males but women may read it too if they want to find out about new clubbing music. After looking on the 'mixmag' website I have found that: 'The median age of a Mixmag reader is 26 - 72% male, 28% female - and they tend to be urban and single.' This is the same target audience as Frankmusiks however there is a balance of makes and females that listen to this artists music.





Half Page Vertical - 204mm height x 70mm width. This is the dimensions of the adevertisement space that this idea will fit onto. It will be inserted into dance, electro-pop magazine where the target audience will se it as they read through.



This final design I think looks the most appropriate to be my advert. It is the most consistent with my digipack and looks the most profesional and likely to be a real advertisement from a music artist. It is very similar to my front cover of the digipack where the bold, white face stands out on the black background. The colours contrast well to make the image stand out form others in the magazine, this encourages the audience to buy the digipack when it is released. The typography is the same as on the digipack and is placed in the same position on the page, at the top. This sticks to the continuity of the product which allows the audience to establish the connection. It makes it easier for the audience and they recognise this and like the fact that the producers have made it easier for them.
This image is a big close-up of a face which takes up around 1/3 of the available space on the page. This makes it the initial thing that is noticed, it stands out to the audience. The face, although not real, appears to be looking at the audience. This creates a connection and encourages the audience to buy the digipack when it is released.
The text, this time, overlaps part of the image. This makes the page seem less structured, like the lives of the target audience. This audience goes with the flow and doeasn't organise their days.
There is key information on the advert which allows the audiense to identify what date the digipack is released and again there are teasers to encourage them to buy it. On this advert the teaser is that the digipack is £7 for one week only. This encourages the audience to buy it as soon as it is released and will hopefully boost sales. This idea will also encourage non-audience members of Frankmusik to buy the digipack hopefully increasing the fan base.
Out of the three designs I like this one the most. It is the most consistent with my digipack and so it is the most appropriate to use asthe audience realise this too.

Analysis of Advertisements

Fightstar-Grand Unification (Part 1)

Fightstar are a rock band from London. This advertisement uses bright colours to attract their target audience. The image is unclear making it mysterious and interesting. We can see a character behind the large window like object in the foreground. There is a light area where we can see an eye peeping through. This creates eye-contact with the audience drawing them into the frame and making them want to find and buy the album.
The red frame seems fiery and interesting. Usually we associate red with anger, frustration or even love but in this case the colour seems harmonious. It does not make the image look scary but at the same time the flames suggest battle.
The womanly figure appears to be hiding behind the window as if someone is looking for her. The makers of this advertisement want her to be the main focus and so they make her dark and place her in a bright area of the page. They also ensure that all lines in the frame point to her. The flames go towards her and the window panes do the same. The makers are hiding her yet making her the main focus in order for the audience to recognise her. This is a mid-shot of the woman so we can establish her features. This attracts the audience as they like this mysterious scene.
To the right of the frame we can see a town or a village. It appears to be behind some bushes as if someone is hiding and viewing the town from afar. This ties in with the red as if this is an arson attack and the people that are commiting the offence are looking for this woman and this is why she is hiding.
This advertisement contains an unknown narrative as if the band and the label are suggesting what the music video is going to be like or the origins of some of the tracks. The advert suggests war which ties with the band name of 'Fightstar.' This name suggests battle and their rock music suggests the same. Their audience like this because they are used to the powerful words and emotions in their music, this makes them want to buy the album as they know what they are getting.
Other aspects, like the teasers, make the audience want to buy the album. The teasers for the 'ltd edition 7" & DVD' make the digipack contents seem worth the money. The advert suggests that you will be lucky to have this digipack as it is limited edition and so people are encouraged to go out and buy it. This suggests to me that I need to add the same aspects. If i add teasers and encourage the audience to buy the digipack then it is more likely that when it is released that they will go out and buy it. I will therefore add this to my ideas and see which ones are best for my specific audience. Which would they prefer, an exclusive with the artist or a cut to the price to make it cheaper? I could do a questionnaire to establish this. I would ask people aged between 18 and 24 that go out clubbing what they would prefer and then use this as the idea on my advert. This would ensure that the teaser is what the target audience would prefer.

Katy Perry - One of the Boys
This advert for Katy Perry's new album is similar to the album cover itself. There is a different image but similar conventions are used to make the two consistent. This also creates continuity between the advert and album design and the audience recognises this meaning they can easily identify the album when it is released. This is a good idea as the audience recognise that this is the newest album by the artist and so know what they are looking for when they go to buy it.
The setting and the props used on this advert are based on a 1950's theme. The high waisted shorts and top make the artist seem to be a cleaner in the 1950's . she looks provocative with red lipstick on and the hidden hand makes her seem cheeky, as if she is hiding something. Her whole pose suggests that she is mysterious. the artist is not smiling, making you wonder what she is thinking. She looks straight into the camera inviting the audience in and encouraging them o go and buy the album as they feel a connection with her.
This artist is a pop artist whereas ours is an electro-pop and dance based artist. Even though they produce music for different genres there are aspects of the advertisement that I can use in my own in order to help it to sell. For example, Katy Perry has used the album cover as an image on the advert in order to help the audience when they are looking for the album in the shop, she also has text teasing about the songs included on the album. The main song that Katy Perry released was 'I Kissed a Girl' and this song is on this album therefore they have used the text 'The album Includes the number 1 smash hit "I Kissed A Girl."' the use of words in this teaser makes the audience want to buy the album. They use the words 'smash hit' which sticks in the audiences mind better than just 'hit.' it is little additions to the page such as this that makes the audience want the album more. The designers know this and so they add this to the page. This would be a good idea for my advert which I will consider using.

Inner Right Panel


This is a dark shot of a main street situated in Brighton. It is facing east towards Brighton Marina. People that know Brighton will realise that clubs are situated along this road. The clubs will establish the social lives of the target audience and when they realise where this is they will remember past experiences in clubs. This will make them want to buy the digipack because they relate to the scene.
This shot was taken about 2 hours after the inner left panel. It is later that same evening on the same stretch by the pier, the audience recognise that it is later as it is darker. This initiates the time of day. The target audience, males and females aged between 18-24, are mainly associated with the social scene at this time. they are out at clubs in the weekdays on student nights in order to get cheap drinks. They feel like they are part of this scene as it is the time of day they are out. The rest of the day they are studying or 'bumming' around or even working and so they release their stress and have fun at clubs.
This links to my music video as it set at the same time of day. Also the music video is set in this city. It makes the whole digipack and its contents consistent.
The light areas in this frame come from the street light on the left. In our music video we used natural or street lights to create contrast and highlight certain features. This allowed us to make it seem more realistic as the shots would be close to what we actually see on a night out. This also makes it more personal as the audience can relate to the scene better.
In this image i particularly like the way that the light travels downt he page. The eyes follow this light to that highlights the rest of the page. the light points to the path which invites the audience in. They want to walk along this path to see where it goes. Our audience are interested in getting to their destination and this is the route they need to take. This makes them want to buy the digipack as they are invited in.
Another way the audience feel as if they are drawn into the frame is by the lights firther into the frame. The eyes follow this light area, there is a point of perspective in the far background where all lines point to and the audience notices this. They follow the scene to this point and want to know what follows. I used this image to make the audience want to know what is beyond thi point and in my own head I think they will realise that it is the night that they are about to have. This is the journey of the night and the audience are excited about what it has in store.
The basis of the narrative for our music video is a boy meeting a girl and wanting her, but she does not want him or is making him chase her until in the end he is disappointed. Guys are used to this treatment from girls as girls want to be wanted and to be chased. Boys know this and this chase starts at the beginning of the night, where this shot plays a role. This is the journey to the girl and the chase.
I cropped this image in order to bring the street lamp into the foreground and as a result making it larger. It is not the main focal point of the page but it does occupy alot of the space. The light draws the eye across the page highlighting the res tof the frame.
Next I increased the exposure on the frame and then highlighted the red areas by making all the other colours e.g. blue, green and purple colours as dark as possible. At first I didn't like the way the colours seperated but now i feel like the contrast is better and this makes the image stand out. The audience can see the realtionship between this and the inner left panel as the tones are very similar. Whereas the inner left panel is softer this is alot darker and highlights the change in time of day. The audience realise that the setting is getting darker and they realise that this is the journey of their night out. The later it gets the better it gets.
This image and the 'fuzziness' indicates the effect of alcohol on the human body and the senses. The audience recognise this image as an unfocused view in their own head. this makes them want to buy the digipack as they feel connected in some way.


To the left is feedback from my facebook page on the inner right panel of my digipack. mnost of the feedback for this panel were positive with people saying that the light and dark tones of the street lamp create nice streks down the page. One person did comment and say that the contrast of light and dark tones could be more apparent if it was bolder. I agree, I think that the image looks quite blotchy and this could mean that it does not capture the audiences eye imediately. The contrast would be bolder if there was less blotchiness and harsher tones next to each other. This panel will be placed behind the CD/DVD and so most of it will not be seen anyway.

One person also commented on how it is concistent with Frankmusik's own albums.

Inner Left Panel



Below is the original image that I took of the pier as the sun was setting. The original image shows the contrast between light and dark well. the beach in the forground is very dark, contrasting against the light background. The water and the pier in the midground also contrast against eachother.
Below you can see the way that the colours contrast when I used the black/white contrast tool. I adjusted the balance of the contrast in order to highlight the lighter areas. This allowed me to create space for the eye to be drawn to, making it the main area to focus. This is directly above the pier and also behind it and so the eyes are drawn here.
This image is an establishing shot for the music video. The video is filmed mainly in Brighton, this image establishes the social side with the calmness of Brighton. it shows the time of day, sunset, and the seaside area where the characters live. The audience establish this as a hint of what the video may be like and so they are encouraged to buy the digipack.
The area of beach in the foreground takes up over half the page with the image at this size and so cropped it to make it smaller. When I did this I had to crop part of the pier out which is the main focus, as you can see below.
This cropped mid-shot of the pier brings it closer to the audience making it larger. There is less of the beach in the frame which makes it less of a focus point.
The background now appears to be alot brighter as the darker areas have been cropped out. This makes the frame more visual as it stands out.
Although this image has now been cropped and contrasted to make it stand out I feel that it is too basic sompared to the outer panels of the digipack. It does not stand out to the audience because the colours are too plain. It is too simplified and the target audience, 16-24 year olds of both genders, are more outgoing than this. They like to stand out from the crowd and be more dramatic, this image does not do that.
Therefore i used the exposure tool to take all of the original colour shadows away from the image. Then I enhanced the red areas to create a pinkish tinge to the image. This kept with the colour scheme shown on the front page. The pink, white and black colour convention shown throughout makes the digipack consistent and shows the audience how consistent the digipack contents is.
although this shot establishes the scene it also makes the setting appear mysterious. There is little detail except from the outline of a pier and beach. This makes the audience want to find out more.
The inner panels of this digi-pack are of a slightly different style to the outer panels. They may appear to appeal to a more indie audience but in fact this will help to appeal to a maturing electro-pop audience. Thie audience, as they grow up, are becoming more aware of contemporary designs and they appeal to them. As they set of to college and broaden their social group they become interesting in other music genres. My aim is to build upon Frankmusik's already existing audience and broaden it whilst keeping the original followers happy. This is shown in the contrast of images used on the innner panel compared to the outside.
This panel links with my music video by being the main location setting. It establishes the scene and the location for the video and the audience make this link when they view the video.

To the right is Facebook feedback from my design of the inner left panel. One thing I recognised for this panel was that there was alot of feedback, this could suggest to me that it was really bad and there are lots of things to improve or that it is really good and lots of people like it.
After reading the feedback I can see that people really like this picture. Personally I think this image is amazing and I'm glad that others like it too. Most have said that it looks really professional and is an amazing view of the pier, one person even commented if it could be blown up to put in her hallway at home. This was not my initial intention for this image, the main reason that I used it was too try and broaden Frankmusik's audience in order to sell more records/digipack's. This image has definately broadened the audience as i have comments on this photo from 2 fourty year old women. This however does not suggest that they will like the music but they may buy the digipack to see now that they are inspired by the design.
Because the Feedback was really strong and there was no criticism I think that this panel is great as it is, There is nothing I need or want to do to improve it.








Back Panel of Digipack

I wanted the back cover of my digipack to be consistent with the front cover, therefore I used similar conventions to produce it. I stuck with the simple, bold colour scheme of black, white and pink. I selected these colours as they stand out to the target audience due to the contrast they make. The audience like this because they often contrast the colours of clothing that they wear.

I began with a plain black background, I then placed text boxes on this background to produce a clear area where the text can be easily read. This makes it easier for the audience to identify the tracks and establish what is featured within the digipack.

I then changed the background colour of the text boxes and made them bright pink. This created a 'house style' with the front page where the typeface is in bright pink.

I also divided one of the text boxes to create a simple addition to the page. This makes it less perfect and more out-going which the target audience notice.

Next I added the barcode, record label name, production and editing team names. This makes the digipack seem more realistic as if it is going to be sold in a shop.

The text for this information is on a small scale. It is easy to read without being the main focus. This makes thepage look less cluttered which attracts the audience. They are young students that just want a simple choice. They do not want to be overloaded with more information especially if they are already overloaded from uni, their job or their parents.

After this I inserted the unfinished image that I used on the front cover. I made it smaller to make it less important on this page. I used this, slightly modified, image so that people could clearly recognise that the image is of a male whose identity is un-shown. It is a clearer image to the front page as if the audience are getting more and more information about what/who the character is. This makes them curious about who the male figure is and what he has to do with the digipack. This encourages the audience to buy the digipack as they want to find out.

When they do buy the digipack they realise that this is the main male character in the video. He represents the typical dominant male figure within a social group, leading his friends to have fun and chat up girls. Boys of this age can relate to this as they are either this character or they know a character like him withing their own circle of friends. This makes them relate to the video and the story behind it. They like this and encourage other people to buy the digipack.


Next I added the text into the text boxes. I chose the colour white to do this as I used the same text colour on the front panel. This keeps to the colour scheme creating a consistent digipack.

The text also stands out above the pink background. The pink is dark enough to allow the white to stand above it and be clear enough to read. This links well with the white writing and white spaces in the barcode at the bottom of the page. The eyes are naturally drawn to light areas on the page and so the eyes will focus here almost instantly. This makes it the main focus of the page which is the aim. The audience can establish easily the contents of the digipack to see if they want to buy it. They do not become frustrated by the difficulty in finding the information they need.
To the right is the print screen from my Facebook page with the feedback from my audience. The main feedback from this page is how the audience likes the consistency between the back panel and the front panel of the digipack. One person commented on how this panel looks professional. This was my aim, to make the digipack seem as if it was actually going to be sold in a record shop and this shows that I have achieved this. There was no constructive criticism for this panel and so I think that it works well how it is and there is no need to change anything.

Tuesday, 23 February 2010

Filming and Editing

Now that we have planned our music video it is time to start filming. After the planning we made an animatic using our flatplans to show how the sequence fits together. We edited this in pro-cut which is a software on Apple technology that has been produced to help with filming. Here is the animatic:




An animatic is a series of images that are in the same sequence as the storyboard and that have been edited to fit the music that we are using. Our animatic is quite short and does not fit to the whole length of the song. This is due to us not capturing enough images.

Our animatic starts off with an image of a window and then cuts to an image of a different window. This then cuts to the two main characters, one male and the other female. These are quick shot reverse shots. The sequence starts off slow and then gets faster and faster. by the end of the animatic the shots become longer as they were used to fill up space as we did not have enough images.

I edited the animatic and it was good for me to experiment with final cut pro. I found it difficult to use as I had never used it before. This therefore took me a long time to do. The first thing that needed to be done was to upload the images onto the laptop and then put them into the correct sequence. I used the flatplans to do this which helped as this showed the exact order that we intended for the music video.

Next I listen to the clip and paused the music at points where there was a harsh beat or the music changed. I adjusted the length of the images to fit into the space where I had paused. I continued to do this throughout the animatic. The beginnning but was easy to do as we had lots of shots that could be used and I also used them more than once in quick succession e.g. at the shot reverse shot sequence. This made the beginning of the animatic more exciting and fun to watch. This changed about half way through the animatic where the images became limitted and I had to start cutting at longer intervals. This made it less enjoyable to watch. To improve this we could have taken more initial images or even doubled them up to make the animatic longer and more successful.


FILMING:
As the animatic is now complete, we can start filming the sequence. It may take a few takes to get the shot perfect but this will allow us to pick from a series to get the best one.
When filming there are many things to consider including, lighting, mise-en-scene, angles, height but also the booking of equipment. Due the time scale in which to get the filming done, it is important that the equipment is booked and the characters can all be available. This involves alot of communication within the group and also with the other people involved. This also requires preparation and being focused on what needs to be done.
When booking the cameras we needed to ensure that we had everything to allow us to film. This includes: a tripod and the plate to attach it to the camera, checking the battery is charged and that we have a spare and a cassette.
Whilst filming we used many different camera techniques to ensure our filming was to a high standard. The first thing we did was to switch the camera focus to manual. We moved people around the frame in order to make them clearer and used the lighting from street lights and bedroom lights to frame certain features. This allowed us to highlight the main characters as the eye focuses on lighter parts of the frame. We also used the zoom feature to get the frame in the best focus as possible.
When filming we used a handheld technique to capture our shots. I particularly found this difficult. On many occasions I would take shots and they would jolt. I found it difficult to capture a successful shot and so I didn't film a lot of the video. Instead my role was to use the storyboard to organise shots and instruct people what to do and then record the information onto a shooting script. This organisation and recording of information ensured that when we captured back our footage we could locate the best shots easier.
There was not a leader in our group and we made the decisions together to allow the best time for filming. This may have been a down fall in our work as there was not a production schedule to keep us organised and on track. This made it hard to organise our time properly and we underestimated how long it would take to do tasks. The filming took a lot longer than expected.
The weather made it difficult especially when there was snow. We had not considered the implications that could affect our filming and so when it delayed us we found it hard to get back on track. The snow was lain on the ground for about two weeks when we had scheduled to film. This meant that we were initially delayed for two weeks which set us a long way back from where we wanted to be in our filming. This was a key period in which we wanted to film a large part of our video. After the snow cleared we carried on with filming and tried to catch up on the time we had lost. This was hard to do as it was at the same time as exams and so it was hard to get everyone together at the same time.
The organising of people was also hard. People that we were filming were extremely helpful, especially the male characters. But some characters let us down and so the filming was not as consistent as we had liked. However we had to film in this period, as we had booked the cameras and so we switched some characters around. The girl at the beginning is not the same girl that is present at the end. This makes the filming inconsistent but it was something that needed to be done otherwise we would not have finished in time.

Whilst filming, as I said previously, we used a handheld technique. This was hard to do as the camera often wobbled and so more shots needed to be taken to pick the most successful. To hold the camera steady we used a variety of techniques. Whilst inside the house it was easier than outside. This was because there were often props to rest the camera on. For example whilst filming the opening sequence in the boys bedroom the bed was right where we needed to take the shot of the computer from. This meant we had to lay on the bed and rest the camera on the knees in order to get a steady shot. this was hard to do as the bed was very wobbly and this was a zooming in shot so any wobbles were extremely exaggerated. We tried to limit the use of the zoom for this reason.

Whilst filming outside of the house the camera was used by holding with both hands and pointing at the subject. It was also held against the torso for some shots to keep it as steady as possible. For over the shoulder shots the camera was held on the shoulder as a means of rest. This made sure it was not too uncomfortable for the person filming.







Whilst filming we completed a few zooming shots to highlight specific features. For example, in the closing sequence when the couple are walking onto the pier the camera zooms into a close up of their hands to highlight this. We chose to do this so that the audience could clearly see what the main focus of the frame was intended to be. You can see this in the images to the left.


Whilst zooming the camera stops and starts again. This was what we intended to do however I do not think it looks very professional. The shot looks stop-start and it does not make the video continuous. There is also a slight judder which is exaggerated as the image gets larger. This does not make the shot look very controlled.


We could have done this again to make it more controlled but this was the best shot that we took over a series and so it was the most suitable to use.














We also used a slow pan from right to left to follow the characters along the path. We did this in order to make the characters the main focus of the frame. We showed that they are on a journey and by following them it established the area around them. This helped the audience see the scene that they were in and where they were going. This is shown in the images below.



















Whilst inside and outside we used the white balance setting on the camera to achieve a consistency of colour and tone throughout the whole video. This made the continuity clear and ensured that the video was consistent. This also made the video seem more professional as if it was going to actually appear on a music video.

Even though we used this feature on the camera there were some shots that could have been better if there was better lighting and positioning. For example the image on the left is a screen grab of a shot in our video. It is very dark and hard to see the characters. If we had used lighting that we set up ourselves then this could possibly have highlighted the two females and followed them across the frame in order to make it clearer.







This dark shot was used to establish the time of day and was supposed to be consistent with the rest of the video. However this shot does not make the video appear consistent at all. We wanted this shot as it is a shot on our storyboard where the girls leave the house and begin their journey. However there are no other shots in the video that highlight the evening. This ruins the continuity of the video but it is something that we had to use in the video otherwise the narrative may not have been as clear.


This was the only night time filming that we did and the only time that we could get the shot of the girls leaving the house. We did not film again at night as it was hard to get everyone together in Brighton late and it was getting later and later until the sun fell and the scene was dark. Therefore we decided to just film it in the light of day and get everything together.

We tried to use a variety of shots in order to make the video as interesting as possible and make it exciting to watch. We cut from mid-shots to extreme close-ups to highlight objects and features. For example, the image to the right shows an extreme close up of keys to highlight that the characters are going to be driving. This is a cut from a mid-shot of the characters walking out of the room. In these two shots we establish that the characters are leaving the house and they are driving somewhere.


We also used establishing shots when we got to Brighton. We wanted to highlight the town that we were in and what the setting was like. We contrasted how the streets were busy by showing moving traffic, showed what city we were in by showing a Brighton and Hove bus and then used a moving shot of the pier to show the coastal appearance. This contrasted the natural side of the city along with the busyness in quick shots.


Whilst filming, we tried to film on the bus but were told that we were not allowed once we got on the bus. This meant that we could not show the girls journey to Brighton and so the video was not as continuous with our storyboard as we would have liked. The two establishing shots can be seen in the images below.





















I think our communication was very good on set. We realised early on that some people were better at filming than others and so we used eachothers strengths whilst on set. One memebr of our team, Becca, did most of our filming. she was very good with the camera and had a steady hand so the shots did not look as shaky. Although we took it in turns to film, Becca did the majority of it in order to reduce the time it took. A key role for me was to organise people and ensure the people were in the correct positions. It was to also ensure that the filming suited the storyboard and followed the shots shown. This was done well until about half way through the second page of the storyboards when we realised that the shots would not be exactly the same. We found it difficult to follow the storyboard exactly, especially when we could not shoot the shots on the bus. This meant we had a lot of filling in to do and so we decided on alternative shots to do.


We also did not get to do the opening sequence of the music video as we had planned. We did not get the silhouettes of the characters in the house and the quick shot reverse shots of the main characters and so the video does not go exactly the same as the storyboard. however, I think the alternative shots that we took make it just as interesting as this was only a rough draft.


Before going on set we decided what we were going to accomplish on that day of filming. Most of the time this was successful but some times we did not get as much done as we had planned. We only had a rough idea of what we were going to do and so we made a lot of the decisions on set as a team. I think that if we had been better organised and planned our filming then we would have been done a lot quicker and it would not have been as rushed as it was at the end.


One thing that we found difficult when filming outside was other people on the street. It was hard to take shots in the busy area outside the pier and people kept walking into the frame. This meant we had to take more shots in order to get an appropriate one. We tried to film most of our video away from this busy area in order to avoid this.

In my research I analysed the crazy video Confusion Girl by Frankmusik. This uses bright colours to make the narrative seem more interesting. The producers also cut form the artist walking down the street to a girl on her phone also walking. In the end we see them meet up where they begin kissing and it is clear that the music video is of him talking about her and their journeys to each other.
Here is a shot from Frankmusik's video Confusion Girl. Here is a London style bus showing the business of the city and highlighting the rushing of people. It is a high angle shot which clearly sets the scene and makes Frankmusik the main subject of the frame. It is an establishing shot that shows the full body of Frankmusik. There are other characters in the frame however they are further out of the way and they are not clear. This means the eye is drawn straight to Frankmusik and not to other people and features of the page. This also creates suspense as we see the artist nearly get run over by the bus. The audience like this as their lives are very exciting.
We tried to use a similar idea to this however we used this sort of clip as a means of establishing the scene. We used a clip of a Brighton bus in the same way as this to show the business of the city and to establish where the video is actually being set.









To the right is a screen grab from the same Frankmusik video. It is a mid, two-shot of the two main chracters where they meet at the end of the video. It establishes the plot and the ending to the narrative of the video and also establishes the connection between the two characters that we see throughout.

We also had a similar shot to this in our video. As the video comes to the climax at the end we see the two main characters hold hands and walk off into the distance. It is a good closing sequence as it establishes the intention of the two journeys that we have followed throughout the video.

When the two meet at the end the audience understands the connection between them and if they had figured it out before the end then they feel happy that they had guessed the ending.
Our shot is also a mid, two- shot of the two main chracters but instead of seeing them locking eyes we see them walking off, where the camera zooms into a close-up of the two hands together.


EDITING:
Once we had finished filming we had to edit the film in order to get the shots to fit the music. We had to capture back the footage from the camera on to the latop and then get the shots onto Final Cut Pro. We then watched the shots and decided which ones were best and wrote as a caption which ones we were going to use. This helped us when putting the shots into sequence as we had already established which ones were successful.
When we had put the shots selected we needed to put them into sequence. This was easier to do as we knew what shots we wanted to use. Once we had them put them into sequence we added the music and started cutting down some shots and lenghtening others. We used the razor tool to cut shots to make them fit onto the time frame. This allowed us to cut out any areas that we didn't want and keep the bits that worked well.
When editing I found that it was quite time consuming to get everything in time with the beats of the music. It was hard to cut everything perfectly to the music and I had to keep going back through the shots to make sure it was perfectly in time. I found editing quite fun to do, it was interesting to learn how a video was made and then it was good to see the result of the editing when watching the sequence through.

Some shots that we took we decided to speed them up by double the speed or half the speed. This made the video more exciting and added to the pace. When the song got faster we sped up some shots and when the music slowed down we slowed the shot down.
To the left is an example of where we have doubled the speed of the car moving. It starts when the boys get to the car and ends when the car turns right at the end of the road. We used this particular increase in speed as the shot was quite long. It was an important shot for the video as it establishes the type of car the characters drive and also fits the sequence of them leaving the bedroom and then out of the house.
When editing we realised that we had not taken as many shots as what we should have. By the end of the video we began using longer shots as we were running out of shots to use. One thing that we could have done to improve this was to repeat shots in quick succession, to the beat of the music, to take up some time and make the video more exciting.

Timings and Shots In The Video

1 second: the video begins with an establishing shot of a house in Brighton. This is in fact a still image that I took for the animatic.
2 seconds: there is a zooming in to the window for a period of about 4-5 seconds. This is to establish where the opening sequence is set before we see the charecters. This was done in Final Cut Pro and when we edited this zooming in shot we made it last for the opening beats of the song. These beats gradually get faster and faster. As the beat changes and the lyrics come in we cut to the shot of the boys in the room.
6 seconds: here is a pan shot from right to left inside the room. The pan establishes the props used in the bedroom which include posters on the wall, beer bottles, TV, video games and lots of clutter. This shot is quites dark and we could have possibly used some lighting to make this brighter and to highlight some features, such as the beer bottles. This shot was filmed using a tripod. We had to ensure that the camera was secured properly onto the tripod and was level. To do this we screwed in the camera at the bottom and then adjusted the positioning. This allowed us to adjust the height of the shot to do some low angle and high angle shots. Using the tripod made the shots steady but when we were panning round there were some jolts and so it was important to practise.
7 seconds: repetitive movements of the chrecters where the shots are reversed. This makes the video more interesting and fits in with the lyrics and the beat of the song. The shots are sped up to double and then reveresed to repeat it again.
10 seconds: a zoom into the alcohol and then at 12 seconds the shot zooms out of the alcohol and then cuts to the girls sitting on the bed on the laptop and straightening hair. This establishes the scene with the girls and the use of props represents how the female audience are. In the background there is make-up, a girl straightening the main characters hair and a mirror. The female audience recognise this and relate it to their own bedrooms and realise they are similar.


16 seconds: this is a mid-shot of the main male character, Jack, on the computer. The camera then zooms into the computer to a close-up shot of the computer screen. This was a handheld shot where Becca laid on the bed and rested the camera on her knees. The zoom is quite fast and there is a slight jolt but its not too bad.
24 seconds: this is a shot of the girls leaving the house. The shot is extremely dark due to the time of day which is not cohesive with the rest of the video. This is poor continuity.
37 seconds: this is a cut from a mid-shot of the boys walking out of the bedroom to an extreme close-up of Jack picking up the keys. This highlights the keys and how they are travelling on their journey. It also creates an alternative to the rest of the shots that are mainly midshots.
44 seconds: this is the double speed of the boys getting into the car and driving to the end of the road. A pan shot follows them and then stops as they turn right at the end of the road.
58 seconds: this is a girls point of view of the boys driving past. It shows that they are interested in what the boys are doing and shows a connection.
1 min, 1 sec: a shot reverse shot of the boys looking at the girls. Shows that they are also interested in the girls.
1 min, 35 sec: the car drives up and parks on the side of the road. The boys get out of the car and then at one and half times the speed this is repeated and then reversed. This goes well with the beat of the song as it has been cut this way.
1 min, 47 sec: on the camera we initially forgot to turn the white balance to outdoor and so the image is really white. This makes the image less clear but I think it makes the video more interesting. It adds another dimension and makes it seem as if the boys have had too much to drink.
1 min, 51 sec: this is a combination of two establishing shots that tells the audience that the video is set in Brighton. The pier and the bus both shows that the scenes are from the coastal region and he busy city of Brighton.
2 min, 3 sec: this is where the music slows down and then we slowed down the shot to make it suite the pace of the music. It is slowed down to about half speed which fits to the speed of the drums in the song.
2 min 30 sec: the charecters join at the pier and there is some flirting and messing around. These are quite long shots which i think take up too much time. There are reverse point of view shots from one of the female characters and one of the male characters to get different perspectives and angles of the scene. There are two close up shots of two of the male charecters faces with them smiling and looking cheeky.
2min 56 sec: the speed is again reduced to about half speed when the two main charecters walk hand in hand onto the pier. This fits witht he closing speed of the song as the pace slows. There is then a zoom in to a close - up shot of the two characters hands holding and then the scene ends. This zoom in begins, then stops and then starts again making it look quite bad but I think that the idea is still effective.