Finalised Video Product - "A Perfect Day Elise"

Here is the final media product that I have created. I used Final Cut Pro to edit the film together. 

Finalised Digipak - "A Perfect Day Elise"

Finalised Poster - "A Perfect Day Elise"

Our poster reflects the dark nature to Dummy's image. The picture was originlly taken in a forest, which when edited, looks slightly like a graveyard in the background. Dummy's logo is the 'D' shown at the top right of the image. It noticeably looks like a gravestone as well to reinforce the dark image of the text and personality/persona of the artist. I worked with Vlad on editing and creating the poster, and we de-satured all the natural colour out of the digital image to create an edgy and mysterious look to the poster.

Feedback on Director's Commentary

Perfect Day Elise


Very good and considerate understanding of the technologies used in production of the video, for example in terms of set design quality and the use of FCP to create colour saturation.

There are evident links between creative decision making and use of technology on both productions of the video using professional digital cameras and in the post production editing process – in discussion of match of action, lip syncing and graphic matching – using the effect ‘color’. This is sustained and thorough and accurate in discussion of the branded themes of seedy hotel room for example in discussion of the ‘outro’ of the video.

The commentary shows a discrete awareness of the use of new media technology and uses discriminating examples really well, particularly to selection and construction of narrative, editing techniques, such as slow-mo cross cutting and the pacing used. Excellent command of terminology and well presented – understands and discusses convergence really well.

There is sustained justified decision making links between the technologies used the product and audience reception in terms of the creativity that the group used.. Recognises the need to account for errors in the post production stage.

This is a well considered documentary, well done and well presented work.

Task 4 How did you use media technologies in the construction and research, planning and evaluation stages?

Pre-Production

In the pre-production process I used several different media technologies which allowed me to prepare for the music video.

I used the Internet  for research and planning preparation with the use of Google search engine to aid me. It allowed me to learn more about PJ Harvey, her music, the label she was signed to and even view and listen to her work on other media tools such as YouTube.

I had also used mobile phone technology footage to record our process and planning. I used an iPhone 3GS to digitally record. Using this technology meant that I could personally upload my thoughts and views and record how I thought our progress was going onto blogger. My group and I also used mobile technology to take pictures of potential actors to use for casting.I also used my phone to take pictures of various different costumes we were thinking of using for the poster.

Additionally in the pre-production process I created an animatic storyboard whereby I used Final Cut Pro software to piece together my animation and all the shots. I used a wav audio soundtrack of the song that played over the top of the sequence.

Post Production

In our post production process we created a digipak cover and poster with the help of Photoshop software. This media software allowed us to manipulate images to suit the style of the package promotion.

I also used Microsoft Powerpoint which was another media tool software I used to present my work onto blogger.

Uploading the footage onto mac technology allowed me to digitalise the shots in Final Cut Pro.

Task 3 What have you learned from your audience feedback?

Stuart Hall’s ‘Reception Theory’ idea regards audiences interpreting and reading media texts in a variety of different ways. These may be negotiated readings, preferred or oppositional.These denotative and connotative readings can be applied to our text because our feedback referred to a variety of different interpretations and difference in feedback. 

All our feedback members noted how the material was dark and portrayed a complicated relationship between the two characters. People also mentioned how there were religious elements encoded into the product, but weren't entirely sure of the reasoning behind this. Perhaps we should have made the religious significance clearer to the audience. 

On the JINCARS scale, I believe our audience members would have been Group C1 (Non Manual) and Group C2 (manual). They are intelligent enough to decode the meaning from the source. 

Feedback -evaluation Task Three

What you have posted is excellent Sophia.  Very constructive comments which you can draw conclusions from.  Great discussion using Facebook.  Could be developed further still beyond the interviews with questionnaires - particularly as you say little about the poster design or the CD digipak.  I also feel that you need to apply Hall's reception theory in considering any negotiated or oppositional readings - surely the iconography was too strong for some people?

Great effort!

Task 3 What have you learned from your audience feedback?

Our feedback was extremely helpful and gave us a real insight into how our audiences viewed and interpreted our product. 

I had released the video virally on social networking sites such as Facebook to receive feedback. The video became quite popular on my page and my friends on Facebook additionally shared the pages onto other people's profile's. I have demonstrated two examples below of the spread and sharing of my video on Facebook. One my own posting, the other an internet fan of my music which I post online, who additionally shared the release of 'my new music video'. 

As you can see from my post I left on Facebook, the video became very popular amongst friends and fans who are support of my online music sharing. You can see this from the 22 likes and 19 comments which you can view below:

It was interesting to see that one of the feedback comments mentioned Madonna's 'Cross' in our video. I was glad that an audience member picked up on this because Madonna's 'Like a Prayer' was a very big influence on my work towards the music video. 

Additionally I posted our video onto YouTube where we have received several video views (884 views as I type) 

It is notable that the video has had considerable popularity in comparison to other pop music videos  posted online by media students due to number of views, likes etc. I am guessing that from our feedback, because the video is quite controversial, this might be why we have some dislikes on our video.  However, we could not guarantee the video was going to suit everybody's tastes - but this was due to the star's dark style and narrative we wanted to convey. Plus our video still reached a good viewing number and seemed popular for its target audience. 

We received 10 comments which you can find below: 

Interestingly, all the comments appear to be from males. We have reached a good target audience as we wanted to have a male target audience from the start. It is additionally interesting to see that a very popular comment was the 'your hot' posting. As flattering as it is, this does demonstrate that the sex appeal comes across that we were trying to communicate - and the viewers do not seem disappointed!  

However, there does seem to be some confusion as to whether I am actually singing on this track or not. It is notable the amount of times I have had to repeat myself and confirm that I have been lipsynching to the track. This might have been a weakness on our part as most common conventions of music videos use the actual artist to lip sync the track. However because this was a media A Level music video, I don't really take this into consideration because we are simply trying to imitate the way the music industry go about creating a star image. 

I made a short questionnaire and sent some out to random students around college and here are some interesting feedbacks I had:

"It had a very Salome-Esque feel to it" 

(Male aged 17 years) 

"I initially thought the video was about prostitution, and the controversial cross on the wall  questioning her behaviour"

(Male aged 19 years) 

"I thought it was about abusive relationships, a strong woman standing up for herself, one who won’t let a man walk all over her."
(Female aged 18 years)

Here is some feedback from two females discussing the narrative, star image and their own interpretation of the music video. 

Feedback on evaluation task two

A good presentation.  i would like to see a stronger evaluation in terms of addressing the question set.  You seem to stop abruptly with what you were presenting.  Good links to actual media examples and theory.  Though I would like to know more about brand star image and the marketing mix you have created.  This detail will help you achieve more marks for this task.  Can you compete the re-draft before the end of the week?  Many Thanks.

Task 2 How effective is the combination of your main product and ancillary texts?

Feedback

Excellent comments and evaluation.  Well done.  An area for improvement for this work is to provide and overall evaluation in terms of the set question that you address.  This may take the form of a paragraph which evaluates the wether you have used, developed or challenged conventions across the promotional campaign.

Task 1 In what ways does your media product use, develop or challenge forms and conventions of real media products?

In what way do your media products use, develop or challenge forms and conventions of real media products?

Image One - Digipak Cover Panel

                              Digipak Cover                                                      PJ Harvey's 'White Chalk' Cover

It is clear from the two album covers that we were greatly influenced by PJ Harvey's album cover for her album 'White Chalk'. 

• We wanted to keep the background of our digipak very simple so as not to distract away from the main focus - our artist. Yet we wanted an effective and edgy look. 

• It is fair to say our influence came from PJ Harvey's album cover above. However, we had decided that navy blue was to be a favourable colour in our production because it enhanced the cold and dark nature of narrative we wanted to convey. 

• Though the two costumes are very different, 'White Chalk' still influenced our dress code. The pink ribbons and flowers in PJ Harvey's hair suggest a sweet, innocent nature to her image. Nonetheless you can see that the colour of my costume suggests 'innocence'.

•  It is notable that PJ Harvey's artist image is rather clean and fresh looking. However we added enhanced make-up under my eyes to make me look tired and the purple lipstick subtly implying abuse. However, the lipstick and the v-neck style of the nightgown draws attention to the male gaze. 

Image Two - Digipak Back Cover

• You will notice something rather unusual about both these pictures. My hairstyle in the above picture goes against what my image from the front of our digipak cover would look like. You will also notice that on the 'White Chalk' album photograph, half of PJ Harvey's body appears missing. Thus there is something wrong with both images, indicating a certain unconventional look about each. 

Image Three - Music Video Still

Massive Attack - 'Risingson' 

Our Video Still 

• It is probably clear from the two visuals that 'Risingson' by Massive Attack influenced our very high key lighting from the window and hanging cross. 

• We wanted it to be clear that the figures remained in shadow, whilst the only true light source came from the outside world and the symbolic cross on the wall. The shadow helped enhance the convention of the dark star image we wanted to convey.  

Image Four - Music Video Still 

The two video stills have very similar connotations as the images both question God's existence and challenge the idea of his so called 'omnibenevolent' nature. Where is God when we suffer troubles and hardships? 


For example in my video still it is clear that the character is seeking help as she touches the cross, and her facial expression too suggests that she is in some difficulty. In our music video, the narrative indeed questions God's presence, as does PJ Harvey's lyrics with reference about a man - 'God is the sweat running down his back' as he harms the artist physically and psychologically. 

Additionally the cross necklace I am wearing in the above image suggests that our character is close to the idea of God. However, the heavy shadow lighting challenges traditional conventions of what we would expect to see when presented with an iconic image of a cross. Thus the audience subconsciously sense there is not something right about this picture/situation presented here. 

It is notable that we were very influenced by Madonna's 'Like A Prayer'. The image of many burning crosses asks similar questions to that of the above video still. The semiotics of this image are, too, very unconventional and challenges more common conventions we'd expect to see with a song carrying a religious theme. 






Image five - Music Video Still

Again influenced by Madonna's 'Like A Prayer', the stereotypical idea of a man playing a more dominant role over a woman is clear through the mise en scéne in each of these pictures. In Madonna's still image she is succumbing to a man who appears to be a 'black' Jesus - presenting a completely unconventional idea to most audiences and debating the 'status' of the male presented here.


The music video caused a lot of commotion and dispute among audiences because of the representation of a 'black' Jesus, images of burning crosses etc. Therefore people seem to like this unconventional type of music video. 'Smack my bitch up' by The Prodigy is a good example of a popular uncovnentional music video.

http://www.youtube.com/watch?v=0BpfydZdTE0&feature=related

However, the idea that we wanted to carry through into our music video was the image of a dominant male succumbing a female who appears to rely heavily on his presence - just as Madonna does with her love for Jesus. 


The pictures both work off against each other. There is a clear 'intertextual' reference between the two. Media theorist Pete Fraser says, "We see music promos as frequently drawing upon existing texts in order to spark recognition on the audience".

Madonna's still has a representation of a Godly, dominant male. However mine questions the role of the dominant male as he appears in front of the hanging cross in the video, but his actions are aggressive and forcible going against the conventional idea of the iconic religious cross in the background. We used Madonna's idea of religion and male dominance in our music video too to challenge most forms of common media conventions. 


Image six -Music Video Still 

However, despite the use of many unconventional elements to our video, we have used one very common media convention in our video - lip synching! Also, the fact that we have the image of an artist in our music video is a very popular convention among pop music videos. 


However, overall, our ideas mostly oppose and challenge these ideas of common media conventions. 

Feedback

There is very good annotated decision making in relation to your digipak; I would have liked to have seen more.  Evident decision making and I like the video diary footage that is appearing on your blog.  Excellent effort, Well Done.

Video Editing Process

Here you can see Honey and I beginning the editing process through 'logging' and naming our shots.

Image of the artist on the cover

Here is the original digipack cover Vlad and I have put together. However, we realised that this suited an EP single release rather than a full album pack. This is because we used scenic shots from the music video, therefore it represents just the one single track.

Sizes and Fonts of Digipack Cover

Technology and process involved

We used Photoshop software to create our digipak covers. We were given a digital CD pack template and digitally edited our photos over the template covers.

Placing our photos over the digipak template.

We measured the template sizes in centimeters, length by width, and cropped the pictures we took from our shoot day onto our digipak template.

Vlad and I worked together on the placing of font, style of font and text placing that we thought would work. We used a font from a website called 'Fontspace' to create 'Dummy's' logo signature.

I chose this font with Vlad because it has a classic look about it, just as Dummy has her classy, sexy image. However there is something dark and edgy about the font here with the smudging and blotted ink which subconsciously tells the consumer that something is not quite right..

Conclusion to the end of the shoot!

Feedback

Excellent diary entry of the shoot day - reflective upon decision making and links to actual media practice.  More could have been said on lighting and set design - identify the effect and technology used.  Do fully reflect on the shot selection and the image you wanted to create for marketing of the band.

Evaluation of shoot day

9:00am-9:45am

Honey helping me with my wild hair! 

We spent the first 45 mins sorting out my costume, hair and make-up. We then planned what scenes we were going to shoot first and when we would film the bathroom scenes.

9:45am-12:30pm
I discussed with Sophie and Honey how I was going to perform 'Dummy' in her role. I wanted to portray a disturbed and dark nature for her star persona, and so her style would also suit the music style. Sophie and Honey helped to direct me, but it was fair to say I mostly directed myself as I improvised the performance on the day.

During the shoot, however, I subconsciously presented a more erotic image for the star. But because the lighting was very low key and the wallpaper and mise en scéne of the bedroom very sleazy - this added another element to Dummy's 'personality' that worked well.

The lighting we chose to use was a mix of warm yellow, with some pale blue. The warm yellow gave a  warmth to the room, indicating it was dark outside and giving the impression of lamp lighting in the room.The warm lighting colour was used in the 'memory shot' scenes where the couple are happy and toasting together. Though we used a mix of yellow and blue lighting in the present day performance shots. The yellow created a sense of realism along with the underlying blue tones which gave a sense that there was not something quite right with the character.

We decided to get all my bedroom scenes done first. A sequence and selection of mid-shots, close up shots and wide shots were taken of my performance in the bedroom scenes.

Mid-Shots

These helped to show both my facial expression and body language reading.

Close-Up Shots
Helped to define and focus solely on the expression my character gave.

Wide Shots
These gave a general view and mise en scéne of the room.

Crane Shots
We used some crane shots filming above the bed
to get a more male perspective of the singer, appealing to the target audience.

Filming one of our 'crane' shots, as the camera moves
up from bed

Tracking Shots
We also experimented with tracking shots - for example, we use a tracking shot above the bed as the camera moves up and away from me. This gives the audience distance from the character, implying she is dangerous.

We also ended up ad-libing a lot of shots because our storyboard had not worked out as well as we had hoped. If i'm honest - we hadn't completed it to our satisfaction due to lack of preparation time and planning!

1:20pm-6:00pm
We continued for an hour on specific sections of shooting. For example, we shot some images of my hands, and sections of my body as the camera moved up me. The 'random' body and hand shots enhanced the sexual nature to 'Dummy'. These shots had been decided on the spur of the moment because I had created a more erotic persona for the singer. We also added a pull focus shot from one eye to the other and then we decided to film some downward crane shots of me on the bed.

Going in for a smooch..?

After this hour, we brought Walter in to work with us. I got changed into my second costume, and we prepared to set up for our second batch of shoots.

Walter and I had screen tested our kissing shots the day before, so that there would be no awkwardness on the day and we could get on with the scene. I helped to direct Walter in his acting, and I suppose had the most influence on his performance because we had to work off each other.

The scenes we shot between Walter and I were very much improvised, although we did try to keep to the original storyboard shots.

Added extra scenes with Walter

Ad-libing an argument with Walter! 

• The couple are holding each other intimately and 'Dummy' is about to kiss her boyfriend, when he chucks her violently onto the bed to suggest possible rape or just general aggressive behavior. The audience can interpret it in whatever way they feel.

• A shot of 'Dummy' rushing to get ready for work as her boyfriend lies in the background smoking in bed. The rumpled bed sheets and putting on of clothes suggests the couple have just been sexually active - or she has been raped.

• Over the shot focuses on couple arguing with one another. We had to improvise words when we acted to create a more realistic 'arguing' image! 

• The couple are happy together for once. They are lounging by the bed drinking red wine- the wine foreboding the boyfriend's future murder and again the reference to religion. They are laughing and having a good time.

Scenes we kept from storyboard

• The ghost of the boyfriend calling his girlfriends name haunting and tormenting her.

• Shot of him walking up from behind her and covering her mouth. 

Importance of my performance - acting for a specific target audience

I was disappointed I hadn't been able to film any shots myself as I was relied upon to perform, but I did direct many of my own scenes. For example, I had the task of making sure that the star image of our artist came across and I was delivering to the right target audience - aiming more for 18+ male based audience (appeal with violent sexual scenes, erotic image of artist and the suggestive mise en scéne shots).

I also came up with the setting and design for our video and chose the song!

Preparation for shoot day

Feedback

Excellent post - could be developed further by an analysis of CD digipaks aand conventions and for you to discuss how this applies to you concept.  Well presented work

Finalized CASTING

We have now finalized our casting decision. The girl we wanted to cast originally, Jess, unfortunately had to drop out as did our second choice, Emma. So I decided to fill in last minute!

The boyfriend we have cast in the video is Walter. Out of all the boys we thought of casting, we decided Walter and I looked best together.

Walter

Brainstorm on Digipak Design

 Portishead has a very film noir style which I like and think we could incorporate for our digipak cover. Although we are thinking of using a police report design on our CD, I still think a black and white film noir style might help bring the heavy, dark nature of the song across. It could be appealing for audiences that like this genre of music.

Layout Design

Evaluating our Storyboard

We have now finished our storyboard and completed our animatic! 

It wasn't an easy task though and it took us a while to research styles and the look/feel of our shot choices. 

Storyboarding in the process, Honey and myself. 

Storyboarding involves a much more directory approach.
Click the link below to watch a presentation I created on storyboarding.

http://www.slideshare.net/SophiaKoup/storyboarding-9719328

Feedback

You address the planning of your pop music video well - through the use of the animatic and set design, this is through and detailed and supported with a couple of highly proficient video diary entries.  You do need to be mpore consistent with the design of your blog - at times the text is really difficult to read  Do maintain links with real media practie and keep on bloggin please.

Casting

We have been researching looks and styles that we would like to incorportate for our star and actors. Honey and I went on a hunt down for some people to cast, and here are our conclusions...

The girlfriend

This is the girl we think we would like to use for our music video to play the lead singer. Jess has the edgy look we like, yet she still looks quite innocent with her soft expression.

The various casted boyfriends 

 

We really liked Jess and Walter together. However we thought they looked too alike, too much as if they were related, so we decided we should not match them up together.

 



         
 

Honey thought that Taymour would be cast well as the boyfriend. I disagreed because I thought he was too skinny and didn't look threatening enough...he's a bit...posh?

I
I like Merlin's look. I think he is also very photogenic - and that's pretty important for filming.  



Storyboard Animatic



Lighting and Set Design FEEDBACK

Dan didn't think the use of candles would be a good source of natural light in our video. 

Reasons we shall not use candles.

• They give a warm, glowing light. We want to create a cold atmosphere. 
• They won't give out much light for the video cam to pick up anyway. 

Again referring back to Massive Attack's 'Risingson'. Having the lighting something like this with the window.

Here is our set design pitch layout. You can click on the picture to enlarge the image.

Further below you can see our shot ideas, along with the colour scheme added for lighting FX etc.

The chair with the window that brings in 'City' life light. The blue and green colours represent the mouldy,  cold mise en scene of the flat.

Design of bathroom. Downward shot enhancing how
vulnerable the star feels. Again the green colour represents the grotty mouldy look we want.

Run down bedroom layout design with window behind curtains. Shot makes any action clear and seen. General view of the room.

Basic bathroom design layout sketch. This angle allows a general view of the action happening in this room.

Lighting Design

We would like to use:

•  blue and green lighting for our music video. 

We are particularly influenced by the Massive Attack video 'Risingson' and the colour scheme that is used in their video.I have chosen shots here which represent the blue and green lighting ideas we would like to have.

Similarly with trip hop artists other than PJ Harvey, notice how Massive Attack have the whole grotty flat idea too. Especially notice the shadows and low key lighting that is used on the men. 

In the memory flashback shots where our star remembers her abusive boyfriend, I think using similar lighting will really help convey the 'monster' boyfriend lurking in the shadows. 

We will be talking to our lighting and set designer, Dan, tomorrow for feedback. We will be presenting a pitch to him. Additionally we are going to use some natural light in our video from burning candles to help create a dark, eerie atmosphere.