Sunday, 2 May 2010

evaluation :]

MUSIC VIDEO

This piece as a whole, to me is sufficient in fulfilling this section of the brief. Most prominently, this music video is very playful and frivolous (without compromising quality of ideas, filming, mise en scene and editing), as is aimed at the 3-7 years age group. We researched into this niche devising what it is that is amusing to them and what kind of song would fit this conclusion of audience choice. Searching through our Ipods and on the web, we came across ‘The Ugly Bug Ball’ which fitted perfectly, reflecting on this it was a well made decision. We then had to key all aspects in with this song and what type of energy we wanted it to give off. This is shown by the vibrant colours, plot of the music video (in that it works well with the lyrics but is presented in unique and not predictable way with stop motion, varied angles/framing, effects etc, which I’m pretty sure will entertain the younger generation), the costumes and dances are quite hilarious and odd which adds to this fun factor which all relates to the upbeat song choice. Working with the results of my questionnaire, analyzing and critiquing each individually, responding in favor of these, adapting and influencing the product so provides entertainment and enjoyment for the viewer to the best of our technical abilities.

The creativeness of the music video also would spark an older generation of viewers as they would be able to appreciate the ability level needed to create such a piece in comparison to the target audience, who would take it as is. This media isn’t perfect (stop motion introduction), the imperfections I feel add to the rawness and spirit of ’The ugly bug ball’, despite using the technologies and software’s to the degree of skill we have at this stage and with the timetable, I feel it is the best we could physically produce. Though the concept was a handful, I am pleased we didn’t stick to the conventional music video as it provokes some sort of reaction than the same old ‘couple walking, arguing blah’ plot which for me is tiresome at the least.

The skills I have gained are abundant, from planning each area of the filming process too detailed tweaking of effects. The pairing went well for the majority of filming with some small hiccups on the way, but this was a good task for me to develop my group working capabilities. Sharing ideas, compromising for the greater good of the work, enforcing a schedule and generally working well as a team. I also had to get to grips with more complex areas of Premiere pro editing because of the type of video and the ideas we had. Importing the stop motion images which were separated into each cut and exporting as a video, then importing and changing the timescale until the frames flowed like a video. Then chroma keying the backdrop so the models were the only objects apparent on screen. This was a hassle as the blue screen appeared grey which meant when I added the chroma key effect it ate away at parts of the models, with no option of re-shooting, I had make do and create the best outcome in these circumstances. Attention to detail was key in many areas of making and producing this media, which consumed a lot of hours. This was a struggle as we had to fit this work in with both of our schedules and organizing lifts (when it was snowing- as am motorcyclist) doing as much in these slots. But also this large workload meant we had to stay positive, and when starting this idea, seeing it through.

When it came to editing, we found some errors in continuity which meant we had to re-film these else it would let down the whole piece. This is one negative that came from our large work load as small details like for example; dancer wearing coat in one shot then not the next, were missed and formed extra work to be completed. Another thing that didn’t go to plan was the idea for the switch from stop motion to real footage, as needed somebody who could do the worm dance and who was also available on the filming dates, which as seen by the video didn’t work out and we had to settle on a rather dull transition in comparison (walking through a door).

If I were to change anything or improve the music video and the work that went into it, it would be to organize dates earlier as I feel some time was wasted. Also it would have bin a lot easier to have done a simplistic video with diverse effects, shots, costumes etc which would have presented the basic skills more prominently. However this was the idea we chose and we were persistent in doing so, working as best we can with the technologies, time and with our capabilities at this stage. On the whole I am pleased with the final result as it is a well thought through and constructed media which achieves the brief set, shown by the overall reaction and feedback but also, I feel it was a success.In the current market, there are no music videos quite like ours, with the chosen genre not being exploited to its full capacity in this medium giving a wide playing field for the product to be consumed. The song is branched from a Disney movie and would be showcased on music channels with the mainstream videos, this challenges the idea of what can be broad-casted on regular tv as this age group does have a niche area for this kind of song/movie. As i researched into the 'dance' music videos, the vast arrangements of shots of people dancing and enjoying themselves struck me as a key component of this music video type as evokes the onlooker to respond in the same way (dance). We wanted this effect to be a counter focus from the story being told via actors portraying (with movement, expression etc) and by the song itself. Also the media production itself does bend the conventions of the music video as many music videos stick to one format of filming, unlike mine which merges two together giving new aspects for the viewer to appreciate.

ALL MEDIAS

There is a distinct link throughout all my pieces, using components from one production bridging over all pieces, adapting this to make the piece more attractive and including new features to make for a group of Medias individual but also as one. The stop motion part of the music video was my main inspiration with the other ancillary projects and this gave me a leg up as to where I wanted to go with the ideas, but not just leaving as is developing them to become stand alone Medias when separate and also a collection when together. As a whole they all give off the same vibe but each with unique twist enticing the chosen audience shown through the feedback for each. The questionnaires prior to the making of the medias where vital in finding out what the audience wants to produce a product that sells, which is ultimately the main goal.

Friday, 30 April 2010

DIGI PAC & MAGAZINE



DIGI PAC-

This is my finished digi pac design which majority of elements were created solely by me bar one area (the main butterfly shape was the working of my partner). The front side graphic was mainly formed using tools on fireworks, modelled in fitting with the song/music video, but also so would be eye catching and appealing to the viewer. The front cover design is based around a photo derived from the stop motion part of the filming put together in a pop art format in a broad range of colours. This use of existing imagery was drawn from my research prior to the conception of these ideas as is a more efficient and profitable way of defining the relation to the product. This image had the surrounding colour removed with the magic wand tool so it was ready to be used and furthered in appeal, with the photo editing tools (brightness, contrast, saturation) adding to the digi pac design as a whole. With an inverted image of butterflies as the background (which was also edited with the same tools as the caterpillar) and the title in font- Bauhaus 93 which is in keeping with the pop art 70's style which I changed into colours which were conflicting and didn't merge (distinct from the caterpillars colour- bold). The acid hues behind the main butterfly were created with the paintbrush tool which I used on three specific settings (3D glow, fluid splatter and paint splatter) to make for an almost hypnotic and most defiantly striking location for the textual based and structured butterfly. On the inner side, it reveals the same imagery of the set used in the stop motion, which I had to manipulate to fit the chosen area. I did so by seeing how much one section of the original image would cover the digi pac, once it was apparent that an extra slab was needed I went through the process of cutting the furthest half from the middle edge, reversing this and then merging it in line with the current image. To make certain that this was not apparent I used the pencil tool (in matching colours) to blend this line and continue the sketchy effect over the 3 sections, which was repeated with the grass. For the tree however, I had to go around with the pen tool, then The butterfly photograph, I was lucky to discover in my dad’s collection of pictures he has taken, then using the pen tool I made it free standing and placed to look as if it is collecting nectar from the flower and the caterpillar was simply copied from the cover and shrunk to fit. All images used and incorporated where tweaked using the brightness, contrast and saturation adjuster so the images seemed more professional and distinct. Finally the vortex of butterflies in flight was a using the same template of the large butterfly then shrinking them, getting smaller the closer to the centre the get adjusting colour and forming in a circular pattern. I’m really pleased with the outcome of the initial idea as, when made into the intended shape of a digi pac I feel it will defiantly catch o few gazes. It projects the theme of not belonging, which is the gist of the ugly bug’s feelings in the song, with the front cover presents to us a group of caterpillars, all in various flamboyant colours, but the caterpillar in left corner has a tear drop- revealing the unhappiness (positioning important as being left in the corner represents this feeling of the outsider).

MAGAZINE ADVERT-

The magazine adverts I analysed weren't of the same genre as mine, in that they were aimed at different audiences but they informed me of the involvement of components from the video and song (in a striking and enticing way).

This is my magazine advert. It is a conglomeration of photo imagery, scanned up sketches and computerized effects (created on fireworks).

The work process

My magazine advert was a conversion of the stop motion composition, as I made the setting in plastacine and the caterpillar by my own sketch. The plastacine objects (tree grass and flower) were shaped onto an A4 piece of card which was painted to make for a summer sky. I took a photo of this then on a basic photo editing program I have at home (Picassa 3). I cropped the background image (removing the unwanted faults and constructing cleaner lines) and added a focal black and white effect so that the bottom left corner gradually feathered into monochrome. Next I imported this image onto the fireworks program, with canvas size for an A4 advert (2361 W by 3120 H- in pixels) adjusting the image scale to suit the canvas. I tuned this image using the filter tools (brightness, saturation,contrast and saturation) for a more dynamic and professional piece, adjusting until i was happy with the result.

The title ‘The Ugly Bug Ball’ was also created in the same way as the caterpillar was, which were both scanned up onto my computer ready for importing and editing. I wanted to create my own style of font for the title as searching through the range on fireworks, none jumped out at me or were in keeping with the quirky and the uniqueness of what I felt the song/lyrics represent, also shown through my other ancillary project. After that i imported the title and used the magic wand tool to remove the white space, leaving the text to be tweaked so was bold (using same filter tools) and finally moved into position. Then beneath this, using flood std font to contrast with the main title I included the song writers name. Importing the most important element (the caterpillar) using the same tools (magic wand and tools for tuning), then moved this in the desired location. To end, I used the paintbrush tool to join the title to the tree, bringing the two together as one dimension, then using the background as the guidelines of the monochrome reworking on the photo. Showing a distinction from the smooth colourfulness of the setting with the sombre mood of the angry scribbles with the black and white with the caterpillar and fading (with lowering the transparency of the paintbrush tool) off into the adjacent area, also using the same tool on the speech bubble displaying the album is 'OUT NOW!'. Continuing the illustrator effect of the caterpillar on the surrounding area and speech bubble.

MAGAZINE ADVERT-

The magazine adverts I analysed weren't of the same genre as mine, in that they were aimed at different audiences but they informed me of the involvement of components from the video and song (in a striking and enticing way).

This is my magazine advert. It is a conglomeration of photo imagery, scanned up sketches and computerized effects (created on fireworks).

The work process

My magazine advert was a conversion of the stop motion composition, as I made the setting in plastacine and the caterpillar by my own sketch. The plastacine objects (tree grass and flower) were shaped onto an A4 piece of card which was painted to make for a summer sky. I took a photo of this then on a basic photo editing program I have at home (Picassa 3). I cropped the background image (removing the unwanted faults and constructing cleaner lines) and added a focal black and white effect so that the bottom left corner gradually feathered into monochrome. Next I imported this image onto the fireworks program, with canvas size for an A4 advert (2361 W by 3120 H- in pixels) adjusting the image scale to suit the canvas. I tuned this image using the filter tools (brightness, saturation,contrast and saturation) for a more dynamic and professional piece, adjusting until i was happy with the result.

The title ‘The Ugly Bug Ball’ was also created in the same way as the caterpillar was, which were both scanned up onto my computer ready for importing and editing. I wanted to create my own style of font for the title as searching through the range on fireworks, none jumped out at me or were in keeping with the quirky and the uniqueness of what I felt the song/lyrics represent, also shown through my other ancillary project. After that i imported the title and used the magic wand tool to remove the white space, leaving the text to be tweaked so was bold (using same filter tools) and finally moved into position. Then beneath this, using flood std font to contrast with the main title I included the song writers name. Importing the most important element (the caterpillar) using the same tools (magic wand and tools for tuning), then moved this in the desired location. To end, I used the paintbrush tool to join the title to the tree, bringing the two together as one dimension, then using the background as the guidelines of the monochrome reworking on the photo. Showing a distinction from the smooth colourfulness of the setting with the sombre mood of the angry scribbles with the black and white with the caterpillar and fading (with lowering the transparency of the paintbrush tool) off into the adjacent area, also using the same tool on the speech bubble displaying the album is 'OUT NOW!'. Continuing the illustrator effect of the caterpillar on the surrounding area and speech bubble.

DIGI PAC QUESTIONNAIRE

Q1) Do you often take note of the album cover when buying CD’s?
Yes/No ANSWER: 6YES 1NO
Q2) Which do you think is more important- the imagery on the cover or the text?
Image/words ANSWER: 5image 2words
Q5) Do you feel that a fantastic and professional CD cover can persuade you to purchase the product?
Yes/No ANSWER: 4YES 3NO

Q6) Do you usually download the music, or purchase it from a shop? it Download /Purchase ANSWER: 5download it 2purchase

Q7) Can you tell the difference between a CD cover and Digipak? Yes/No ANSWER: 6YES 1NO

This tells me how important the digi pac design is as it leaves a lasting impression and can make the difference whether the album is purchased or not, even though from my results, many people are using different venues for there music needs (downloading).

To expand our skills on fireworks and get a generalized idea of what structures and ingredients come together for a basic magazine advert. We did a exercise in class devised as a ‘round robin’ system where each person executed a task on one advert in a set time (such as title) then moved one place to the left for another part of a new advert, until we were left with 12 diverse designs. This task helped me to widen my horizons on the construction of my own design as when we had completed the round robin exercise the variations were vast but all had positives and negatives, but also becoming more fluent with the program so when it comes to making my own, I know what I am doing

Monday, 26 April 2010

magazine


This is the magazine advert for band the Paramore with title ‘ignorance’. This advert is quite representative in that the two figurines are cutesy innocent girls, which placed together with the title, puts forward a strong message of the innocence to the vulgarity and ruthlessness of how the world can be. Also the font of ‘ignorance’ is quite endeared to this idea of ignorance as is perceived as posh style, which is used for ‘the new single’ as is in response to the song title. The monochrome effect gives off an upper-class old fashion style which contrasts with the placement of the figures (on a common brick wall). The feather effect of the gradient works well with the textual side as gives a prominent backdrop to the opposite colourings of the two. It includes the information needed with the bands name in its classic font so is recognizable to viewers. Although it isn’t very head turning if a fan where to see it they would understand the concept, but it doesn’t make me want to go out and buy it.

Story board + Editing

story board









Wednesday, 31 March 2010

Digipac- version one


This is the first draft of my digi Pac design. The front side graphic was mainly formed using tools on fireworks, in fitting with the song/music video, but also so would be eye catching and appealing to the viewer. The front cover design is based around a photo derived from the stop motion part of the filming. This use of existing imagery was drawn from my research prior to the creation and is a more efficient and profitable way of defining the relation to the product. This image was then cut around using the lasso tool so it was ready to be used and furthered in appeal adding to the digi pac design as a whole.

I’m really pleased with the outcome of the initial idea as, when made into the intended shape of a digi pac I feel it will defiantly catch o few gazes. It projects the theme of not belonging, which is the gist of the ugly bug’s feelings in the song, with the front cover presents to us a group of caterpillars, all in various flamboyant colours, but the caterpillar in left corner has a tear drop- revealing the unhappiness (positioning important as being left in the corner represents this feeling of the outsider).

cd cover 2


Cute Is What We Aim For - The Same Old Blood Rush with a New Touch

This album cover is exciting to me, so much so that I almost want to buy it just for the artwork. The seemingly artificial watercolour effect adds a nice level of texture. I also really like the rendering of the girl – provocative though it may be – in contrast to the faceless rendering of the significantly smaller male figures most probably the band). The mixture of pink, green and yellow is also particularly effective though they are not vivid but almost pastel colours. The movement of the paint conveys freedom as are very washy but also contrasts to the splatters which gives the album a movement and a more animated background to the static and almost monochrome figures.

digipac study prior to knowing song for msuci video





Florence + the machine- Lungs

This cd cover’s main image is a photo which is framed by classic lines and heads with the acts title. The name of the artist is Florence + the Machine. My interpretation of ‘+ the Machine’ implies one of that she has a powerful force with her, driving her, perhaps her singing voice. Also her name is given at the start so the target audience can know and relate with who she is.
The chosen font for the name expresses lack of restrictions in that it is almost freehand as it is flowing and curvaceous. Furthermore, the font gives off the impression of being modern and casual as if Florence herself has just written it like an autograph. This also makes the fans feel more connected, as it’s as if it’s a personal item of hers. The album title ‘Lungs’ font however gives off a more professional look. As if it is business writing seeming more clinical which would therefore relate to the word lung’s. The physical appearance of Florence gives off essences that she is at one with herself and her natural surroundings (relating to the genre and presentation- hippy/bohemian pop). Also this is shown by the way she is posing with her hands spread out, showing freedom an inner comfort. Her facial conveys that she is thinking, but not too hard, therefore showing she is very free spirited.


disney digipac study


I find this CD cover quite dull and bare. From an infinity of ideas and this is what they produce. It has no real imagery as relies on the blurry earthy hue of the background and title to draw passers by. However, I do like the ‘Tarzan’ font as looks as if has been painted with fingers, linking with the wild and primitive nature of Tarzan. The incorporation of Tarzan himself in the title I do favor as it groups the whole design together. In comparison to the other examples this is mainly textually based but all aren’t overly impressive, I believe this to be as people don’t usually buy soundtracks unless are considerable fans of the film (Disney films in this case) or enjoyed the music off the film so would go out of their way to do so. Meaning there isn’t as much competition or need to strike viewers interest a great deal in contrast to artists albums which get judged a lot more. On the whole, all the covers are rather to the point and not over thought basically relating directly to the product, I’ve found that all use original image e.g. characters/logo’s.

disney digipac study


‘The little mermaid’ soundtrack structure focuses more on the title being the image is framing the text. The colours used are from a prominently nautical theme, with an array or blues, turquoise, green and the pastel yellow which are presented in quite an abstract manner, with the mermaid’s moonlight silhouette immerging from the waters. In addition, the silhouette is of the main character Ariel so onlookers would be able to distinguish her with the product (also the logo is in keeping). The little mermaid logo which overlays the graphic is most prominent and is where my eye directly draws too, as is just off center, following this it moves to the figure as has a darker tone to the rest of the cover. Again, the creators, Disney, logo appears but in this case has more of a backseat to the previous design. I imagine this CD to be aimed notably at young girls, but also more mature ladies (childhood film perhaps) as is quite sophisticated in its construction and style with its fluid lines and elegant form. Largely, it is somewhat bold yet pure in design, using new image which still relates to the film.

disney digipac study


This cover design is very playful and lurid, with the most prominent colour being yellow. This pure, bright and sunny yellow depicts joy and happiness, furthered here by the well known character (Mickey’s) current emotion (trying to control his laughter) which centers the cover. Also Mickey is almost illuminated by a white glow showing the significance of him (focal point), but also adding dimension to the backdrop. In addition, the general theme of fun stretches and is consistent in all areas of design; out of line/ multi-coloured font, free flowing music bars, basic design- to the point. The Disney logo headlines the cover, an important selling point as the customer automatically knows is official (not a knock off). It is also informative in that it presents to us what it contains. On the whole, I think this cover is cheerful, striking and is well designed for this particular customer base (youngsters). This design would be quite easy to design as relies on available image which has bin brought together in a quite simplistic and basic, but still affective way.

Digipac practice

Adobe fireworks is a photo editing program I am totally new to, it in is basic form is quite simple to use but as you delve deeper for me, I couldn’t grasp it without guidance. So, in one lesson we as a class got taught step by step instructions of the slightly complex but constructive sectors of fireworks, which make for a professional finesse of visual effects. Our teacher gave us two images to work with, one of a babies face and the other of a human skull, in the making of a rather disturbing CD cover.

Firstly, we had to import the images as JPEG files, then resized, positioned and rotated these so the two lines up in features, changing the transparency of the top image to see the arrangement was accurate. After completing this section I had to draw a path outlining the skull image. This took a great amount of concentration, as where using a pen tablet which was tricky at first as you have to have the knack for it but after a few runs the required effect was produced. After that I converted the paths to Marquees, and then I removed the background so the babies face was apparent behind the skull. Next, I had to create a mask with a gradient which gradually faded the image off in alteration from one to the other. The alignment of this gradient, and feather amount also were important to make the general image striking, fine-tuning these until the desired effect was created. With the hard part completed all that was needed was the album title/band name, which also was experimented with adjusting the fonts, warping etc.

This exercise has helped me in understanding how to use certain areas of fireworks which I were not accustom to, developing my skills so I am confident when coming to use it for the digipac and magazine cover. Reflecting on this I feel I could accomplish a professional quality result which is in accordance with the style of my music video. Nevertheless, I will continue practicing using fireworks, exploring each tool and effect with appropriate guidance when needed.

:)))))))))

Tuesday, 30 March 2010

FURTHER RESEARCH

180 degree rule:
A film editing guideline saying that the camera can not cross 'the line' positioned across two interacting characters so they have the same left/right relationship to each other through out the scene. If the camera does cross the line it is known as a reverse angle.

Match on action:
film editing. It is a cut that connects two different views of the same action at the same moment in the movement. By carefully matching the movement across the two shots, filmmakers make it seem that the motion continues uninterrupted. e.g. a person is sitting down in the start of the scene and the camera follows them standing up and walking.

Shot reverse shot:
usually used when filming dialogue. The camera frames each character in a focused medium shot as they recite their line.

'THE UGLY BUG BALL' background
Summer Magic is a 1963 Walt Disney Productions feature film starring Hayley Mills, Burl Ives, and Dorothy McGuire in a story about a Boston widow and her children taking up residence in a small town in Maine. The film was based on a book by Kate Douglas Wiggin and was directed by James Neilson. The film was Mills' fourth of six films for Disney, and the young actress received a Golden Globe nomination for her work. At first, Walt Disney did not care for the "Ugly Bug Ball." Songwriter Robert Sherman explained to Disney that to bugs, other bugs were not ugly, even if they looked ugly to us, beauty being in the eye of the beholder. Disney liked the idea and the song went on to become one of the popular songs of the year. It was sung by Burl Ives.

Media A2 write up (take 1)











charts for where blank boxes are

















BRIEF- To create a music video, digi pac and magazine advert for the song ‘The Ugly Bug Ball’ which is suited to the age group 3-7 year olds, by using appropriate colours, shots, compositions etc.

Feedback questionnaire- music video

© Do you find this music video entertaining? YES/NO

© Do you think the footage works well with the song choice? YES/NO

© Are the effects relevant and exciting? YES/NO

© Which age group do you think it is aimed at, please circle;

*3-7 year olds

*7-13 year olds

*13-21 year olds

*21-40 year olds

*40+

5. What is your general reaction to the piece? Please fill bellow

………………………………............................................................………………………………............................................................………………………………............................................................………………………………............................................................

6. Is there anything which you did not like about our video, and why?

………………………………............................................................………………………………............................................................………………………………............................................................………………………………............................................................

7. Does our Video, seem overall professional? YES/NO

Seven people took the questionnaire after viewing our music video

QUESTION

ANSWER

1. Do you find this music video entertaining?

6-YES, 1-NO

2. Do you think the footage works well with the song choice?

7-YES

3. Are the effects relevant and exciting?

5-YES, 2-NO

4. Which age group do you think it is aimed at?

5- *3-7 year olds, 2- *40+

6. Is there anything which you did not like about our video, and why?

BLANK

7. Does our Video, seem overall professional?

5-YES, 2-NO

5. What is your general reaction to the piece?

“Not to fond of the song but creative and exciting video”

“Really good, especially the part where the screen cuts off into 4 parts, great idea!”

“I can see how kids would enjoy it and would be dancing along with the people in the video”

“Apart from a few jumps here and there on the stop motion, a fab video”

“I like the caterpillar and the silly dancing”- 4 year old

“Very good”

“Interesting concept but would be better if the cross over when the stop motion goes into filming was more fluid”

FEEDBACK QUESTIONAIRE- DIGI PAC

© Do you think the digi pac matches the music video and song? YES/NO

© Is it presented in a imaginative but pleasant way? YES/NO

© How would you rate this design? Poor/OK/Good/Excellent

© Would it interest you in purchasing the album? YES/NO

© Are there any areas you dislike about the work and why?

..................................................................................................................................................................................................................................................................................................................................................................

QUESTION

ANSWER

1. Do you think the digi pac matches the music video and song?

7- YES

2. Is it presented in a imaginative but pleasant way?

6-YES, 1-NO

3. How would you rate this design?

2-OK, 4-Good, 1-Excellent

4. Would it interest you in purchasing the album?

5-YES, 2-NO

5. Are there any areas you dislike about the work and why?

“the colours are very bright, perhaps to much so”

Magazine advert feedback questionnaire-

  1. How would you rate this design? Poor/OK/Good/Excellent
  2. Does it appeal to you and make you want to find our more about the product being advertised? YES/NO if no please state why

...................................................................................................................

  1. Is its design in keeping with the digi pac and video? YES/NO
  2. What do you like about this piece?

.....................................................................................................................

QUESTION

ANSWER

1.How would you rate this design?

1-OK, 5-Good, 1-Excellent

2. Does it appeal to you and make you want to find our more about the product being advertised?

6-YES, 1-NO

3. Is its design in keeping with the digi pac and video?

7-YES

Question 2- NO; “too childish, not my cup of tea”

  1. What do you like about this piece?

“the caterpillar and the difference of colour between this part and the image around it”

“the general feel of it, its got charm”

“the caterpillar is sad which is shown by the effects around it and the expression”


Brief

To create a music video, a Digi pac and a magazine advert to promote your product.

The filming for the music video will be set between me and my work partner and good friend, Maura Murphy, this indispensable grouping helps divide the work load equally, establishing assigned roles based on each of our strengths creating a stable and efficient base to work from. All decisions will be made with both of our inputs, getting a generalized outlook on which ideas are best and how achievable they are.

Music video

The TV era, where the majority of peoples past time is spent immersed in an ever widening expanse of channels, all of which trying to get the audiences attention and entertain in what ever means. Providing another output for musicians to promote themselves and the way they do this is very important in what they portray and how this either captivate viewers or makes them reach for the remote. It is a strong device for luring custom as if done well can influence viewers into purchasing the song even if the track is lacking.

In expanding our knowledge and outlining the key conventions of music videos, we were shown as a class the making of the music video ‘Don’t Cry’ which is a rock ballad by Guns ‘n’ roses, which was rather plentiful in all aspects. It gave us a backstage look on how a music video where money isn’t an issue can be phenomenal if thought through with every last detail taken into consideration. The video (directed by Andrew Morahan) incorporated quality and dramatic narrative in which approximately 10 different locations are utilized, interspersed with a live performance at the top of a sky scraper. The shots and on screen action was tied in with the rhythm of the song, but also on the climaxes of the track where cymbals crashed things such as explosions and crashes occurred but in keeping with the plot. It uses some stunning cinematography and costly for example, the aerial shots of the sky scraper performance which uses helicopters, all devices to make for a compelling music video, promoting the song to it best abilities but also giving an insight into the meaning of the song.

Song options

Consulting with my work mate we sat and deliberated about possible ways we could obtain a track for our music video to be based around. This sectioned off to two paths, either to create our own or use an existing song from available sources of which; a signed band/artist or a local band/artist. Taking into consideration about time restrictions and the level of skill needed to create a new song that would match the expectations of the video itself, we decided it would be best to use an already existing track. Then more specifically, which song and where we would sample it from. As a group we wanted something aimed at the youngsters, as this would give us a lot of leeway in terms of ideas as other audiences, such as the middle age bracket would prefer something more sensible and dull (being prejudiced). We then brainstormed of which that was fitting this criterion, straightforward in getting copy right but also match the unique and creative ideas we had in store. My colleague came across an interesting song from an old Disney movie Summer Magic released in the year of 1963 which sparked are interest and we were bursting with ideas. Still, the foremost problem with using an existing song is that majority, if not all, will have copyright protection. This is when a piece of work is protected from use by anyone who does not have certified permission of usage. Consecutively, to use an existing soundtrack you would have to obtain the right to use it by getting permission from the owner (record company) agreeing to let you use their material. They would also indicate the terms under which we may use it.

Below is some information about copyright that we found to assist us in understanding more about the law and conditions for the protection on various forms of media.

Copyright Information:



© Copyright protects creative works and enables composers, literary authors and other creators to be paid for their work. Copyright is the means by which those who create and own works (e.g. music and lyrics) can control who makes use of each work and the circumstances in which it is used, to ensure that the integrity and value of the work is respected.

© © This is the symbol stating that something is copyrighted and protected from use other than what is permitted.

© Document granting exclusive right to publish and sell literary or musical or artistic work - Google Definitions

© Copyright is the exclusive right granted to the author of an original work, including the right to authorize or ban the publication, distribution and adaptation of that work. Copyright only lasts for a certain time period after which the work is said to enter the public domain. Copyright applies to any expressible form of an idea or information that is substantive and discrete and fixed in a medium. Some jurisdictions also recognize "moral rights" of the creator of a work, such as the right to be credited for the work. Copyright is described under the umbrella term intellectual property along with patents and trademarks. – Wikipedia




Obtaining Copyright:

The usual procedure is to request permission via the publisher of the work. The publisher will commonly have a permissions department to deal with such requests, or may use the services of a copyright clearance or licensing service. If the publisher cannot give permission directly, they will certainly know who you should contact, (as they will have obtained permission themselves in order to use the work in the first place). If for example, the copyright holder is known by me, it may be possible to obtain permission via a personal agreement. In such cases you should ensure you get an agreement in writing to avoid any possible discrepancies.

For website content, it is normal to contact the webmaster of the site. The webmaster may either give permission directly or refer your request to someone in the company who can deal with your request.

For photographs, (i.e. wedding pictures), it is normally to contact the photographer, (or company), that took the images. As they will normally control the rights to the photos, and will have their own reproduction or duplication charges.' -Copyright service


Result: We thought about each aspect thoroughly and after researching all about copyright and protection of music records. After all this research into copyright legislations we were delighting in finding a clause which made the entire copyright issue child’s play; “
Copyright law recognizes the problematic nature of this situation which is unique to sound recordings, and gives sound recordings distinct protection in their own right that is separate from that in the underlying work. The copyright in the sound recording will run for 50 years from the year of recording, or 50 years from date of release if released in that time.” Which in state meant (as the chosen track was recorded 1963) we did not have to bother with the hassle of retrieving copyright permission we could get straight to it. Also the soundtrack is use for only educational purposes and so, will not ever be freely presented or used for any profitable functioning.

Research:

Questionnaire analysis

To make our music video highly popular we had to investigate the needs of our audience. We did this by creating a questionnaire which queried people on different aspects of the music video area so we could generate a clear idea of what they would enjoy. With a range of age groups taking part to give non-biased results.


Q1

The result from this question tells us the public prefer a mixture of shots of the chosen band/musician and a story with it crossing between these too. But also the lesser majority which favored the individual styles of music video were split evenly, so it would please both groups to have the mix anyway. This was our original idea to have cutaways from band to story as it is more interesting for viewers as more than one thing is going on.

Q2


This shows, with less of a margin, the public prefer extravagant effects in the video. I believe the majority chose this as it is more entertaining than for example just black and white, even though this is a classic and sophisticated type of edit. We will try to cater to this by using a range of colour tints to some parts of our filming but try to do so without being garish. Perhaps on the shots of the group dancing we could have a rainbow effect which is split into sections, with colours matching the character. Such as green

Q3


This is a basic question, which answer is quite obvious. I am glad this was the outcome as I find it annoying when there is no relation to the video what so ever as is pointless.

Q4


Clearly the most popular song genre was dance music, i believe this to be so as the genre of 'dance' branches of into many other forms of music which could be complete different in composition, like pop too drum and base. It would be quite easy to create another cliché dance video, ranging from shot of dancing and dj's but as a group we are looking into doing something a bit more unusual to challenge us and make our audience laugh. So we are more likely to venture with one of the 3 at joint second.

Q5


The audience is quite extreme with their choices, wanting extravagant effects, mainly mixes of two elements and more than one setting. This shows me the kind of media they thrive off, being exciting and overflowing with action.

Q6


The big two, which came out on top where stop motion and realism (footage of actors/people). I am quite shocked at these results as I wouldn't have thought stop motion was that popular as you don't see it around much nowadays, as new technology has brought us the same three dimensional appearances but with half the hassle for creators. I am intrigued by the idea of stop motion as part of our video because it has character in that it isn't perfect, for example when the producers move the models they leave small imprints in conjunction to CGI which i feel can be quite clinical (not so much in present as technology has furthered giving realistic effects such as the film Avatar).

Q7


The range of shots used can have a defiant effect on the audience, from having them on the edge of their seats to feeling nauseous. The flowing shots creates dimensions for the viewer seeing the same shot but from different angles making it easier to know whats going on and each aspect of the action.


Q8

Looking at these results the most preferred colour theme standing strongly is the vivid UV/fluorescent pallet. This would defiantly grab the viewers attention i feel, but it would have to be matched with the storyline, not just having random splodges of fluorescence here and there.

Q9


Sharp cuts came out on top with this particular question, i believe this to be as if the transitions are too OTT it would draw from the action and the story also adding pointless transition's for example 'star wipe' it creates a unprofessional and messy. While as using plain sharp shots for getting different angles of one scene is appropriate, then using some more flamboyant transitions when either something dramatic happens or there is a

change in location.

Q10


I feel our project is going to be quite upbeat and gaudy if we where to go entirely on these questoinare results as all point in one direction. With nobody wanting a bland atmosphere to be composed and half the people wanting excitement, we shall have to use many techniques to adapt our initial ideas to benefit overall and keep our audience well entertained.

Q11


This question was derived from question 10 which furthers the creation of this atmosphere. It seems all aspects are needed, some more than others, but all add to the mood. We will take into consideration each of these, perfecting them so they relate and give off a general impression.

Q12


Fast pace cuts which correlate with the track is what we will be aiming for as is the highest rated and is the type of cuts which would be most effective for this style of video media. The timing and speed of the cuts is dependent on the tempo of the song which we choose so this could be the deciding factor. As if we stuck with fast pace cuts for a slow slushy song it would look silly, but obviously we wouldn't overkill on the rapid cuts as this makes the action not as visible unless done to perfection.

This questionnaire has given us a rough idea of what the consumer needs are, and which we will take into consideration when tweaking our primary ideas to develop and enhance the music video to suit our target audience (being the age group 4-16 year olds).

Camera Angles

1. Extreme long shot: This can be taken from as much as a quarter of a mile away, and is generally used as a scene-setting, establishing shot. It normally shows an exterior, e.g. the outside of a building, or a landscape, and is often used to show scenes of thrilling action e.g. in a war film or disaster movie. There will be very little detail visible in the shot, it's meant to give a general impression rather than specific information.

2. Long Shot: This is the most difficult to categories precisely, but is generally one which shows the image as approximately "life" size i.e. corresponding to the real distance between the audience and the screen in a cinema (the figure of a man would appear as six feet tall).

3. Medium Shot: Contains a figure from the knees/waist up and is normally used for dialogue scenes, or to show some detail of action. Variations on this include the two shot (containing two figures from the waist up) and the three shot (contains 3 figures). Another variation in this category is the over the shoulder shot, which positions the camera behind one figure, revealing the other figure, and part of the first figure's back, head and shoulders.

4. Close-Up: This shows very little background, and concentrates on either a face, or a specific detail of mise en scène. Everything else is just a blur in the background. This shot magnifies the object and shows the importance of things, be it words written on paper, or the expression on someone's face. The close-up takes us into the mind of a character. A film-maker may use this to make us feel extra comfortable or extremely uncomfortable about a character.

5. Extreme Close-Up: As its name suggests, an extreme version of the close up, generally magnifying beyond what the human eye would experience in reality. An extreme close-up of a face, for instance, would show only the mouth or eyes, with no background detail whatsoever. This is a very artificial shot, and can be used for dramatic effect. The tight focus required means that extra care must be taken when setting up and lighting the shot - the slightest camera shake or error in focal length is very noticeable.

6. The Bird's-Eye view: This shows a scene from directly overhead, a very unnatural and strange angle. This shot does, however, put the audience in a godlike position, looking down on the action. People can be made to look insignificant, ant-like, part of a wider scheme of things.

7. High Angle: Not so extreme as a bird's eye view. The camera is elevated above the action using a crane to give a general overview. High angles make the object photographed seem smaller, and less significant (or scary).

3. Eye Level: A fairly neutral shot; the camera is positioned as though it is a human actually observing a scene, so that eg actors' heads are on a level with the focus.

8. Low Angle: These increase height and give a sense of speeded motion. Low angles help give a sense of confusion to a viewer, of powerlessness within the action of a scene. The background of a low angle shot will tend to be just sky or ceiling, the lack of detail about the setting adding to the disorientation of the viewer. The added height of the object may make it inspire fear and insecurity in the viewer, who is psychologically dominated by the figure on the screen.

9. Oblique/Canted Angle: Sometimes the camera is tilted (ie is not placed horizontal to floor level), to suggest imbalance, transition and instability (very popular in horror movies). This technique is used to suggest POINT-OF-View shots (ie when the camera becomes the 'eyes' of one particular character, seeing what they see — a hand held camera is often used for this.

Camera Movement

A director may choose to move action along by telling the story as a series of cuts, going from one shot to another, or they may decide to move the camera with the action. Moving the camera often takes a great deal of time, and makes the action seem slower, as it takes several second for a moving camera shot to be effective, when the same information may be placed on screen in a series of fast cuts. Not only must the style of movement be chosen, but the method of actually moving the camera must be selected too. There are seven basic methods:

1. Pans: A movement which scans a scene horizontally. The camera is placed on a tripod, which operates as a stationary axis point as the camera is turned, often to follow a moving object which is kept in the middle of the frame.

2. Tilts: A movement which scans a scene vertically, otherwise similar to a pan.

3. Dolly Shots: Sometimes called TRUCKING or TRACKING shots. The camera is placed on a moving vehicle and moves alongside the action, generally following a moving figure or object.

4. Hand-held shots: this produces a "fly-on-the-wall" effect as it gives a jerky, ragged effect. Hand held cameras denote a certain kind of gritty realism, and they can make the audience feel as though they are part of a scene, rather than viewing it from a detached, frozen position.

5. The Aerial Shot: An exciting variation of a crane shot, usually taken from a helicopter. This is often used at the beginning of a film, in order to establish setting and movement.

Filming

Initial ideas:

© Fusion of stop motion and real footage

© Intro- stop motion, matching story being told through song

© Bugs- made from modeling clay. Experimented with a variety of different materials to make sure we had the most profitable for this style of media, such as play doh, which was not sturdy enough (didn’t keep in chosen position) so modeling clay was most suited to our needs.

© Vibrantly coloured characters in contrast with arty/stylistic monochrome backdrop, drawn in biro and scanned onto computer ready to use.

© Stop motion filmed using blue screen; this was chosen in place of the more typical green screen as the main character (caterpillar) is green so green screen not appropriate, as the caterpillar would merge when chroma key applied.

© Blue screen- influenced the colour code for the bugs so they would appear clear and whole

© Compassioning and angles for our video will be plentiful, but still fitting with the storyline

© The original plot is to be based around the lyrics of the song we have chose, in that there will be a lonely caterpillar who is invited to a ball (in our case, we have brought it up to date with a party/rave being more relevant to current), where by two sections of filming method will be used; stop motion of model characters for the introduction which fuses with the actors footage. This changeover in scene and media will be formed by a gradual change in shot where the caterpillar is crawling off screen as a character (in real life) is doing the worm dance in unison as the shot is split in two (as if the worm transforms into a person dressed as a bug) Following this the 3 other bugs from the stop motion enter the party, where we will film four areas of the hall which link together into one shot of each character walking into their area, when they have all got to their shot area, they start dancing. This then goes on to various shots of dancing, other character's in costume (bug inspired), moving onto the entrance of the princess ugly bug. They both take an interest in each other (whilst cutaways of other dancing and musicians miming), they talk then dance and leave together. Finishing with stop motion of a chrysalis and the butterfly emerging from it.


Stages of filming:

© Blue screen set up in an empty room, plenty of space for us to work

© Industrial lighting to provide sharp and detailed viewing

© Fuji digital camera used in level with action/models (front on view)

© Shots used in stop motion- mid shot, close up, 2 shot, camera tacking and group shots

Lighting decisions

© Type of lighting, positioning of lighting, use of flash or not; when using the camera flash we found large shadowing surrounding the models but also these shadows would change each time another photo was taken causing the characters to be distorted and movement to be messy and unprofessional. So to overcome this we decided to look for other lighting outlets.

© Permanent lighting which focused on the models was the solution so we searched for a light which lit up the characters with an acceptable level. Firstly we tried a standard indoor lamp with 60 watt bulb, but this did not provide the lighting we wished to achieve as the light was to focused on one initial area leaving large areas unlit, which would cause issues when chroma keying.

© We then moved onto more substantial lighting- industrial lighting which fulfilled its duty well, all we had to do was prop it up, clamping it onto a chair (lighting stationary) directly on the filming area which left the models with the least shadowing possible, and making the characters distinctive from the blue screen.

© For the actual real live footage lighting, we went on using straightforward indoor lighting as best balance of lowlight as possible which didn’t leave the footage and action unnoticeable.

Models

© Constant movement of models made cracks and fingerprints/dents, to decrease this we tried to do as less and be as gentle with handling the models, with re-fixing if needed e.g. caterpillar neck loosening.

© Also we fitted the caterpillar with wiring at its centre to make the positioning easier and more consistent.

© The balance of the characters, mainly the caterpillar toppling over when back arched was on issue as the placement and photo were messed up by this so to tackle this we had to be rapid with taking the shot.

© Creases in the blue screen was another issues, we did smooth out the whole screen primarily but with having to be active around the set the screen wrinkled in areas so had to be on constant watch for any as needed one tone all round for the background.

Editing

PREMIER ELEMENTS PRO- you can drag clips backwards or forwards along the timeline or sceneline to rearrange them - or you can delete them, or drag more clips in to any point in the production. The timeline offers more detailed information, and is better for fine editing, adding effects and audio. As you work, you can see the results instantly by hitting the play button, but when we came to do this the film was very jerky and it work better for us to use the side arrows on the keyboard.

Locations prop listing and costume

Mise en scene is a french term which translates into 'put in the scene' which means everything that goes in to the composition of the shot, as well as the framing of the camera, lighting in the shot, set design, props and costume (basically all that is on screen).The mise en scene is a key factor of ‘creating the atmosphere’ as it where in that it is the scaffolding of the media, backing up the on the screen action making the media more realistic and believable for audiences. “to give an impression of the characters or situation without vocally articulating it through the framework of spoken dialogue, and typically does not represent a realistic setting. The common example is that of a cluttered, disorganized apartment being used to reflect the disorganization in a character's life in general, or a spartanly decorated apartment to convey a character with an "empty soul", in both cases specifically and intentionally ignoring any practicality in the setting.” -wiki

Furthermore, prior to filming, great deliberation needs to occur. On what props we shall include and where they should be gathered from, look at scope locations which are in keeping with the media. Alongside these significant decisions is the foremost important decision of the characters individual attire and the connotations that the uniform hold.

Props

© Wiggle (stick with fury tail)

© Party poppers

© Sound system

© Bubbles

© Tripod

© Video camera- we had to use my Samsung HD video camera as all cameras where taken when we started filming. This meant getting the same shot at a different angle was much harder to perfect as every detail had to be recognized.


Costumes

© Caterpillar (ugly bug): in keeping with the model caterpillar colours- green top, plain trousers, quite understated/boring, geek glasses, blue jacket. Stereotypical boyish colours- young audience can easily relate and realize the gender (block colours matching sex). Also this simple not overly thought clothing is one of which links to this genre of audience as appearance isn’t at the forefront of there qualms.

© Ugly bugs love interest: pink top, sparkly jacket, plain trousers, and tiara; pretty, glitzy, girly, reminisce of wanting to be a princess as a child.

© Grass hoppers (*2): waist coats, top, trousers, incorporating green (grasshopper colour)

© Spider: black colour code, black shades, grungy rocker look. Adding elements of the specific bug characteristics to relate, but also refining these to link with the ‘clicks’ of today’s society (e.g. spider would be in the gothic group)

© Beetle- leather jacket, jeans and antennas

© Additional character's: party wear, vibrant, playful and antennas

© All of which convey obvious connotations, which gives the audience clear ideas of what is happening and what the character's are like (represented in what they wear may reveal aspects of their personality)

Setting-

We will be filming at a our local village hall, as has the sufficient space needed to pull off the party ambiance. The availability of this hall means we will have to pull it off in one filming session so to complete all areas to standard, strict planning will take place and communication between me and my work mate will be crucial.

Problems

© Our prime issue was concerning persuading people into staring in the party scene, as majority were not keen on making twits of themselves (having to wear silly costumes and dance). To proceed in filming and to overcome this hurdle we tried to lightly bribe people with goodies. But even after this we found many willing volunteers were busy when the hall we were using was available. Consequently, as time was steadily running out, we had to press on and do the best we could considering lack of helpers. Adapting ideas and having to be cleverer with camera angles and countless costume changes.

© Funding- or absence of, meant we were not able to forward our ideas at the high standard we had in mind; set, costume, props etc using what we had to hand and our artistic flair.

© First filming session, completed entire shot’s, all went to plan until uploading the rushes discovering the quality was appalling. As the video resolution on the Samsung HD (1920*1080) was set at the lowest possible- 720/30p, making the whole footage very grainy and amateur (as if was filmed on a old video camera phone). Meaning we were back at stage one having to re-film it, making sure the same mistake didn’t happen twice (correcting mistake putting camera on highest resolution-1080/30p HD and kept on guard- constantly overlooking these settings). Fortunately, all went like clockwork 2nd round and we came up with some more unique and inspired ideas being a positive to the annoyance of the first shooting.

© We changed the second half of the real footage as the location on the initial storyboard was set at a house party- the two go upstairs, which we altered to having the male lead the girl out of the hall. Also the idea of them going to bed in a sleeping bag which transformed into a (stop motion) chrysalis, this changed into just a fade into a stop motion of the chrysalis hanging from the tree (used in intro stop motion) which then burst open and a beautiful butterfly flutters off. Symbolizing the changeover in tone for the ugly bug, from sad and miserable to stunning and happy butterfly. Creating the stereotypical 'and they all lived happily ever after' finale.

Shot list (party scene):

© Mid shot of characters entering through door, cutting one after the other at the exact same angle and shot (camera on tripod, stationary)

© Following with an arrangement of 4 shots with screen split into individual areas- each of the character has an individual part which they walk too. Spider being the furthest left, dragonfly after, caterpillar next and finally the beetle. This order links with the order in which the models leave for the ball in the stop motion sequence. When they have all reach their spot they start dancing (dances relate to the character e.g. Spider is a rocker so head banging)

© This then goes into mid shots and wide shots of dancing and people such as entrance of , stationary camera for all (as problems with casting, we had to multi task and moving the camera would reveal the lack of people)

© Two shots of musicians throughout

© Extreme close up of the two characters expression’s

© Over the shoulder shot of conversation between girl and boy

© Mid shots and wide shots of dancing and people

© Close up of hand leading to mid shot of couple exiting