Evaluation and Feedback of the video

QUESTION ONE: In what ways does your video use, develop or challenge forms and conventions of real media products?

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Here is the link to my powerpoint that is based on this question:

https://docs.google.com/leaf?id=0B7qMb6ynzP5WMjQzMGNjNjMtYWRiYy00NjYxLTljZWEtM2E3NTJmNWI5ZjBi&hl=en_GB

Here is the link to me presenting my powerpoint on this question:

https://docs.google.com/leaf?id=0B4OiJle5u6-iNDRmMWY4YTctNzcyOC00M2VmLTlmZTctYWZlMzQwNDEwMTc5&hl=en

QUESTION TWO: How effective is the

combination of your main product and ancillary texts?

The promotional pack

Texts/Fonts:

The digipak and advert used the same font, this is important as being consistent throughout both projects, are to help recognize the artist, as by using the same font becomes part of the artist’s trademark.

My font

Actual Ellie Goulding font

From the images above you can clearly see that the same fonts are used. I chose the fonts from dafont.com, as they had a wider range than Microsoft Word; they are similar to the type of font Ellie Goulding uses as her trademark font. I chose to use sans serif for the two projects as they are for entertainment purposes and are to be shown in an informal matter. So the fonts now replicate this. The font of the second image is on the digipak, it is smaller as project has a smaller life size than the advert. Comparing my promotional pack with an existing product the fonts are very similar except for the Ellie Goulding font the lettering has a glowing and highlighted effect around the edges. The Ellie Goulding font is successful as it is informal sans serif lettering, that is associated with the artist.

Images:

The cover image that I chose for my advert , I decided to use a close up to show the artist is facing and able to catch the eye of the main female target audience aged 16-24. Also the woodland background insinuates that it is associated with where the artist likes to portray her music videos. Similarly in the digipak cover image a close up shot is used to display that the artist is focused on the camera, by showing an intriguing interest in the surroundings. These images are successful as they really establish the style of music the artist produces through the mise-en-scene.

These images can be applied to the images used on two existing Ellie Goulding album covers, as in the first image which is used on the album Lights. The image also uses a close up shot; it is similar to the digipak image as the character is facing just away from the camera with a focused face expression. In contrast the images used in the existing product are successful as they are unusual towards basic close ups, as gives the idea the artist is unique and likes to stand out.

Same Person Consistency:

On the digipak and advert it is key that I have used the same person to featured in the two packages, this is important to give the promotional packs consistent and follow on, especially for the target audience they need to recognise the artist, so they could gain and interest in their musical style and fashion. Also this will make the two packs more coherent. This is very similar to the Ellie Goulding album covers; the artist is featured in both shots to establish who the artist is especially if they are not well known. For example the album cover image for Lights the shot has been used by Nike as Ellie Goulding represented a Nike project, in which she became very involved and help sell a product, so this was good publicity to make her as an artist more established.

Colour/Costume:

In terms of colour the same shade of gold is used on the font, in the promotional items, as in Photoshop, I used the colour matching tool, so the colour is able to stay consistent. On the advert only limited colours are used which are gold, black, red, green and blue, this is important to stick to a limit because the audience was to be able to read an advert without being blinded by the novelty of the multiple colours. This is slightly similar to the Ellie Goulding album cover as it sticks to the one colour which is gold, the colour has only be changed but adjusted the brightness of that colour. An improvement I could of made when to mimicking the style of Ellie Goulding of been to stick to only two colours possibly to have a more effective promotional pack.

In the advert Ellie Goulding is seen wrapped up in a parker jacket and scarf as the time of year the music video is being shot is in the winter therefore it is cold. In Ellie Goulding's video Your Song she is also seen wearing a scarf, this is important as this shows I have kept to the costume style of the artist, to be consistent. So the costume choice for the photo shoot was successful as kept to the artist's style, apart from there was a slight alteration to the outfit, due to the wintry weather conditions, the jacket was needed.

QUESTION THREE: What have you learned from your audience feedback?

https://docs.google.com/leaf?id=0B7Y3Q612hgf4ZDA2YzI0ZGEtZTJhNy00NDU5LWI0ZDYtNTQxYmI1NmI3NTlk&hl=en

QUESTION FOUR: How did you use media technologies in the construction and research, planning and evaluation stages of all your products?

Here is the link to my Powerpoint that answers question 4:

https://docs.google.com/leaf?id=0B4OiJle5u6-iMTE0NDBmNTMtNTI2Mi00ZjhjLTlkNmItN2NhYmRlMzg2MDMx&hl=en

Finished Video

Here is the almost finished version of 'I'll Hold My Breath', it still needs to be slightly adjusted but this is the video I used to gain feedback on YouTube and Facebook http://www.youtube.com/watch?v=6CTycXjfRkw Here is the final version for my Ellie Goulding music video 'I'll Hold My Breath': http://www.youtube.com/watch?v=GKz4u29v_b8

Creative Camera Use

https://docs.google.com/leaf?id=0B7qMb6ynzP5WNmRlZDA2MmMtNWE5NS00NzQ3LWI2YzAtNDI0ZTY0OGRmYzY4&hl=en_GB

On the movie the creative camera starts at 1:13 and ends at 2:03. The first camera shot was creative as the person walked towards the frame and glistened in the sunshine this was conveyed as creative, as the shot was on the action and was finished in a natural way. The next shot is a long shot of the character walking towards the camera, it is creative as the character dissapear into the sunlight, and gives the sense the sunlight is making the character dissapear, as in a dream objects dissapear. Another shot was a establishing shot of Seaford Head cliff, the shot was creative as the camera was moving with a upwards tilt action, this gave the effect the shot was effective as the people in the scene looked entirely natural. The next shot that was used was a establishing shot of the sea, this was creative as the sea dissapeared into the glistening of the sunlight reflected on the sea. Also the shot was moving with a pan which was from a left to right angle. Another shot was a close up of the character singing on the beach, it is creative as the character's hair blowing in the wind is very natural and it looks professional as some directors use fans to create this effect. Lastly another way the camera is creative is by using a extreme close up of the character's lips while singing. The shot was effective as the timing was perfect, and the look of the shot looks professional as the camera is held very steady.

Rejected Footage

https://docs.google.com/leaf?id=0B7qMb6ynzP5WNmRlZDA2MmMtNWE5NS00NzQ3LWI2YzAtNDI0ZTY0OGRmYzY4&hl=en_GB



Here I have some footage from my music video, it features some video clips, which I are not going to be in my music video. The first clip I decided to decline, was the two dancers failed to follow the chreography and ended up laughing, this is why I decided against it as it would look unprofessional in the video, as it would not flow with the rest of it. The second scene I rejected was that the dancers were just standing still, this is what not was needed for this shot, they needed to dance and follow the chreography. The next scene was rejected as the camera work was very shaky, this was inappropriate as the camera needed to be steady and be in time following the character. The scene set with the character performing on the swings, there was a white mark on the camera lense this effected the quality of the work so this was unable to use. The next scene was a take as the sea came in too quickly and Jess started laughing as she ran away from the sea. The scene down the swings was like an outtake shot, where Jess did not realise the camera was recording there and starting talking to the camera, so this was not part of the script.

Advert

I have decided to analyse Kings of Leon's Only by the night advert as I think that the advert is different to other adverts I have viewed. The font that is used on the band's name and title of the track is very robotic as it is uses serif lettering. Also by using the underscore to separate each word makes the writing stand out. I like the basic colour scheme that is used as only red and different shades of green are used. By using the different shades of green it shows the level brightness in which on the advert it is quite dull and dark. The image that is used is interesting as it is a mixture of two images placed into one. The image of the owl mixed in with the images of the Kings of Leon members, seems surreal. I think this would have an impact on the audience as the image is surreal and usual. So the usualness could appeal to the audience and persuade them to be interested in King's of Leon's style of music. The genre of this band is alternative rock, so I thought this could give me some inspiration to use the basic colour scheme, also to use an interesting image in my advert, as I am using Ellie Goulding to do my advert the genre is folktonica which is an alternative style of music.


Also I am analyse a second avert, I chose Katy Perry as the advert itself, caught my attention as it is so bright and colourful. The font used on the artist's name is significant because it is used on other advertisements, it the artist's trademark font. This could be useful as I could apply this and use the same font on my own digipak and advert. The smaller font is used well as it is clear to read and understand, this is important, as important detail is being provided. The advert uses many bright colours, the red and pink on the shirt worn by Katy Perry suggests that she has a bright and colourful personality, this could replicate what she is like as an artist. The range of colours work well and do not clash, this shows that careful consideration has been taken into account to prepare the advert. The white fence in the background suggests perfection as a white picket fence is always shown in a ''dream world'', hinting the artist acts artificial. I am not keen on the smaller image of the album cover, as it is hard to distinguish on a page that is multicoloured, although it is promoting the album as well as the track. I could can gain inspiration from this advert as the genre is pop and in Ellie Goulding's music there are slight influences of pop used. So I could photo shop to edit the images, to seem slightly surreal but related to the artist.So in conclusion I could stick to a basic colour scheme but use images that will be surreal and interest the audience.

The target audience of Ellie Goulding is important, the advert needs to appeal to them. If they see a Ellie Goulding advertisement they want to see something that is quirky, something typical that represents her as an artist. It also needs to feature, the important details, so that her fans are able to access to when the single is released. The advert could be advertised in many places, as her target audience is bewteen 16 and 45. Places could include Ellie's website, music magazines, posters in local places in interest to where her fans might be able to see the poster, also via Twitter, Facebook and MySpace.

I decided to used a close up shot of the artist as I think it will show the emotion of the artist, into how much her music means to her. The facial expression is meant to be natural, unfortunately I am unable to draw lips and show this, but the image on the actual advert will. I chose a sans serif font as this is associated with the artist, also is the colour. I like that the background stands out, as it gives a real sense of the theme of album, and possible locations music videos might be shot. The key information about the album, I like it is positioned under the artist's name, as it is still large enough to read, I decided against this advert as I felt that there was no enough details about the album.

For this flatplan, I made it similar to the flatplan that is above, as I really think that the image and the background has potential to work for an advert. I think the close up shot, which engage well with the audience, as the artist is looking straight forward. Also I like the background as it reflects, where the artist is most natural as gives a sense of where a music video would take place. I think that the information written in pencil, is positioned well, as it is easy to read and does not draw too much attention away from the main image, which is the focus of the advert. Overall I have chosen to use this design for my advert as I feel it has the potential to be edited to being the most professional and best reflects the artist.

I like this design as the background plays a large part of the advert, it is interesting, as normally on adverts, the focus on the artist would be a close up shot to catch the eye of the audience. The position of the artist, is good as it is placed in the centre and will still attract enough attention. I think the 'Ellie Goulding' font is slightly too large for this advert, as it seems that it is not necessary to be this large. However I like the colourscheme as it sticks to a limited amount of colours. The only problem I have with this flatplan is that I think there is more information, than image, in which I think that the image should slightly hold more of a focus. Also I think the size of the artist is too small to attract the audience, as they might miss the point of the advert and unable to recognise artist.

Here is my final advert

Evaluation

The image I decided to use is similar to the one in the digipak, I decided this as I thought keeping the same theme will link the two projects together, also the person is facing towards the camera and will draw attention to the female audience. I think having a black background is effective as the colours contrasting against it are effective as the colours stand out and easy to read. Giving information on some tracks that are featured will attract the female audience as they are the artist's most recognisable tracks, so this will persuade them to purchase the album.Using sans serif font on 'ELLIE GOULDING' is good as its eye catching and less serious looking then structured serif lettering. I decided to contrast gold and white as they are both light colours and show they are unique, such as the Polydor logo is white to show it is a trademark company. Whereas gold font was used for the website as it is associated with Ellie Goulding which is seperate trademark, as that colour is part of her trademark. A slight problem I found was that contrasting the white scarf against some of the lettering was difficult. I tried to edit the hue, brightness and contrast but this had no effect, so this could be a lesson learnt when trying to improve the advert.

Feedback

For the feedback that I received from Facebook the colour of the red and white font work well with each other, as somebody said it reflects well against the black background, it really stands out. I have received positive feedback from changing the colour of the grass to sepia, it makes the advert look more professional and effective. Using the gold font is good as it links to the digipak as the same colour is used, also the colour plays subtlety against her name 'goulding'. The suggestions to improve it is not to disorientate 'Ellie' as it does not quite match the surname and fix the white line in the image.

Digipack

A promo pack is all of the material that is used to promote the artists album and song, so this will include some publicity such as advertisements, posters that could feature in a music magazine, radio adverts. A digipack is a DVD sized package which is made out of cardboard, that a CD would fit as this would be the artist's album. The digipak is useful towards the artist as it will help promote the future releases that the artist will release. The digipak will be highly linked to the music video of the single that is being promoted, as the shots that will be shown, will be taken directly from the music video, this is good, as it shows the theme the artist has decided to take with this track, also gives the audience a preview of what will be featured in the music video, before it is released, if the audience has not already seen the music video.



A suitable digipak to analyse Madonna's Magic as it is a slightly similar genre to Ellie Goulding. Unfortunately I was unable to get hold of a digipak that was in Ellie Goulding's genre which is Folktronica, as digipak's are not a popular choice to advertise a artist's song, so there was a limited choice to choose from. The colours that are used in this pack are quite natural, as the pinks blend in well with the golden colours, which feature in the hay, the light pink colour is used to attract the audience to the pack as it is featured on a cowboy's hat, this is interesting to a Madonna fan, as this shows Madonna has taken a new direction with a music as it could interest a country type audience. I am not keen on the rainbow stripe on the front cover of the pack, as it does not suit the rest of the digipak. The camera shots that have been taken are close ups of the main character and the prop, this is to show the detail in the shot, to show the audience that what theme is featured for this digipak. I think the font is used on 'Music' is good, as it is a typical font that is associated with the cowboy country theme, also the colour matches other parts of the digipak so this is good, that only a few colours are used to keep it more simple. Also the font that is used on the back of the pack, which is described as a small description of the producers of the album, the white font contrasts well with the busy background that is golden brown. The bar code is situated in the bottom left hand corner on the back of the digipak, I feel this place stands out too much, as needs to be less noticeable otherwise, the more important information on the album may not be as noticeable. On the spine of the digipak, I think that the font is suitable, I am not very impressed with the rainbow background colour, also I think the image of the star looks tacky, as does not look very professional, and does not suit the essence that is conveyed on the digipak. This digipak can be useful to my own digipak as it has given me the idea, of how to promote different aspects, and use the genre, as a possible idea, of how different images are presented.



Another digipak I thought suitable to analyse is Moby's - Live. Moby shares a slightly similar style of music to Ellie Goulding as they are both slightly a electropop act. Also I am impressed with how the colour scheme is used on the Moby digipak as the colours, is a mixture of light and dark tones, of brown and black, I think this is good, as it looks more professional, as really makes the images, look more interesting for the audience. The shots that have been taken are a mixture of long and medium shots, they are used to show the artist performing live music, also to show a live audience, that has been taken from the music video. This style showing images, from the artist playing a live performance as part of the video is good, as it shows off the artist's talent, and that have more talents. The white font that is used on the back of the digipak contrasts well with the darker background, this is good, as the font is noticeable and the audience is more likely to be interested in reading the information. I like the presentation of the front of the pack as the simple font that is basic but memorable, therefore it stands out. The image that is used on the back of the pack, has been cleverly taken, as the shadow, has been cleverly formulated so the track listing on the album can be positioned. The image uses a long shot, as it shows all of the artist this is good as it also shows the background surrounding the artist, which is the artist in his natural environment playing a gig. The spine is white and plain, with no information on it. It is good as it looks professional and quite clinical, this can also be a problem as if you are trying to find this digipak in a shop or with other digipaks, it will be harder to find as it does not say the artist or the album name. I think I can gain some inspiration from this digipak, with using simple fonts, and sticking to a few colours, for the colour scheme, otherwise, it will not stick to the genre of music which is folktronica.



On the back page of this flat plan I decided to list the tracks that are featured on Ellie Goulding's latest album Bright Lights as the track that I will be using in featured on there. I decided not to use this back page as I am not keen featuring the artist's name on the back in large bold, letters I feel I want to keep the back page simple. Also I am not keen on the position of the bar code. The front image I decided to use a close up shot of the artist to show emotion to suggest that the artist is passionate about her music, also the 'big' hair it used to show that the artist is standing on some cliffs and looking 'windswept'. I chose not to use this design for my front cover as I unsure if I like the font been distracted with the really wavy hair I would want it to stand out. The inside cover image I like the idea of the character sitting in a middle of a field as it is very natural, also the track has been connoted from being in a dream, so being outside in a open space is quite dream like, this is why I have chosen to use it for my inside image. For the CD background image, I used an idea of a image of the back of Ellie Goulding's head I chose it because I just thought it would be different, but decided against it as it does not really fit in.

The back page is almost the same as the other flat plan except for moving the bar code at the top of the page. I decided not to use this page as I thought the bar code looked stupid at the top. The cover image I chose is also a close up like the previous flat plan, the only difference is that the font is at the top of the page, I prefer the font there as it is a lot clearer to read. I decided against this design as I thought the font would look better central, also not keen on the artist have wavy hair in the main image. The inside image is quite a simple shot, I decided not to chose this image, as it would be difficult to take images, in front of a couple of trees, also not very imaginative. The CD image, with the font surrounding the font, I like this idea as it is a simple and clearly shows who the artist, also I chose this idea as a image would be pointless as the CD would be covering up the image.

I like the back page on this flat plan as it looks very organised all of the icons and important details are situated at the bottom of the page, along with the bar code, also the track listing is the centre of attention, which is most important. The front cover image is another close up of the artist I like it as the shot is a side view, also the hair is more controlled, I like this aspect as then the main focus is on the artist's face. Also I think the font really stands out, as is just below the centre of the page, also the hair on the artist does not distract the artist. The inside pages I decided to do an image of The Downs, so the image could of been a still or a preview to the music video. I decided against it as I thought it showed no storyline.

This flat plan is the final design of how I want my digipak to look, I feel that all the camera shots that will be taken work well together. The only slight alterations I might make is to give the front cover image a themed background that would consist of fields or cliffs.

Here is a link to my finished digipak the inside and outside pages:

https://docs.google.com/leaf?id=0B7qMb6ynzP5WMTcyZWY1ZGItN2UyZi00M2IxLTk4YzctNmE5YmMxNmFjMjhj&hl=en_GB

https://docs.google.com/leaf?id=0B7qMb6ynzP5WY2Q2M2U5ZjgtNDlmOS00ZjQyLThiYzYtYmU3NzAxZWFhNjZi&hl=en_GB

Evaluation

The artists mainly female audience like the album as it has her trademark font and the style compliments her muscial style. The font is gold lettering that stands out well on the background of the artist and the trees, to gain the font I used PhotoShop to import it, as I drew the font out by hand. I used my own image used as it clearly shows the artist, the forest like background, as it gives a hint of what the style the album is going for. I edited colour strength on the trees, as it was too fierce and was drew attention away from the artist. The back cover looks quite professional, as changing the brightness of the background to transparent black, gives a shadowed effect, against the trees. Throughout the digipak I have chosen to use the same shade of gold on the font, as the colour, is a trademark font associated with Ellie Goulding, this is important to keep the product having originality. The left inside page I chose to position the artist in a field with a guitar as I thought it would give an idea to state the type of environment the artist is shown in. The green shades are effective as they balance out well against the guitar and the person, so they look important, and the main attraction on the image. The opposite page, I have curved the lettering, so it looks like the position of where the CD will be place, is the centre of attention. When I was creating the lettering, I had trouble positioning it as the shape of it is awkward, as I imported the font in myself. Overall a time consuming process to make the final piece, research, planning and developing it. To gain some inspiration I looked at existing digipaks, this is when I decided that I wanted to keep the structure simple. Using the planning and researching helped me to develop how I wanted the final product to look. By using a flat plans it allowed me to explore different ideas, and to gain opportunities to be creative.

Feedback

The general feedback that I received via Facebook on the front and back pages was that the back cover looks professional and is effective, the text used has been mentioned that it works well with the background. The general style has been mentioned by someone that it represents the artist and genre really well. Some people have given some constructive thoughts, that the image on the front page the person could of been looking more directly towards the camera.

The feedback received from the inside pages, the general conclusion was that someone really liked the effect of using handwritten text, as it gives a personal touch from the artist. Where I photoshopped image there has been criticism, as you can see that I did not edit the image properly. Also somebody likes that the font has been curved so it shows there is a space for the CD to be placed.

Shooting Diaries

10/01/11: In our first session of filming, we filmed in Seaford for two days to take shots of down the salts, which was filming Jess singing on the swings. We stayed round Jess's house to maximise the amount of filming we could do. We found it a challenge to set up the tripod, as some of the locations we filmed were uneven or on a slant. We found it easy to film the actual shots, as the we were lucky with the weather conditions. I was mainly incharge of being the director, Jess was mainly the actress apart from filming a few establishing shots, and Alex was mainly in charge of the filming.

17/01/11: For our next session I filming we went to Polegate and Eastbourne where we filmed the shots in the woods and on Eastbourne Pier. Again the filming took place over two days, we stayed at Alex's house to maximise the amount of footage we could gain, we ended up with more footage then we actually needed. We had to come with some choreography, as me and Alex had to do some dancing in pyjamas. we found this hysterical as we could not keep a straight face as it was slightly embarrassing. I took part in gaining some footage, also I directed less as I was a dancer in some shots. Alex filmed less, and took part in some of the shots, whereas Jess filmed more footage, as she had to film me and Alex in some shots.

After the two occasions that we filmed we went to lesson and captured the footage by using final cut pro and express, so we able to get an idea of the progress of the filming to see if the quality is any good. This became useful as we discovered a problem with the playground scenes, and decided we needed to reshoot some shots in Seaford.

02/02/11: We went to Lewes town to film shots, this only took an hour to film as we only had three or four shots to film. This was quick as the shots were quite simple so they only took two ot three takes each.

15/02/11: We shot scenes in Seaford again to reshoot some footage as we had problems with the previous footage, this took place over two days to make sure we got all the shots again, we also filmed shots situated in the graveyard.

14/03/11: For the final session of filming we had trouble finding a person that was willing to take part as each person filing the video had already taken part. So we went to Seaford to film the 'bedroom' scenes, as we needed shots of Jess and Jack acting. Jess was the central character, whereas Jack was the supporting actor, while Alex was filming the shots, and I was in charge of sorting out the music for Jess to mime to and directing.

The day after we filmed we went to lesson and successfully captured our footage and was able to edit the footage.

Shooting Schedule

On this sheet of paper, we listed all the dates that we planned to film. We aimed to finish filming by half term which was 21/02/11. Unfortunately we narrowly missed this date, as we had issues with the camera, such as poor shots, or the lense was unclean. We chose to film on mondays and tuesdays as this is when we did not have college and the college cameras were available. Also gaining access to certain locations could of been a problem, due to the weather conditions.

Health and Safety

Camera health and safety

• 
  Keep the camera steady when holding it.
  
• It is hard to keep just main character in focus and the extras out of focus.
  
• Lighting- had to reposition into the natural light.
  
• Always think about the final edits.

Always take off the plate off of the camera and back on the tripod. Use white balance when inside with artifical light, so on the camera use the AWB automatic white balance. When filming outside, using the sun shaped symbol, and the light bulb button when filming inside. Also put on the manual setting via the message shaped button.
I was shown how to direct a shot, it is important that to keep the production running smoothly, you need to clearly let the participants know of what is going on. In our exercise the director worked with the camera operator to set up each shot, they set up each actor and extra in position. After checking the shot is how it should be is essiental before able to film. Then the clapperboard is shown in front of the lens and the filming begins.

Storyboard and Animatic

For the first three shots, we decided to choose establishing shots, as it gives the audience an idea of the setting, also the introduction music would be playing in the background. We decided to film in the woods, as it would make the dream seem more surreal, also the added effect of the dancers dressing up in pyjamas.

The cut into shot 13 to shot 14 a panning shot is used to show the character is in a different setting, this effect is that the character is continuing with her journey. In shot 14 to 15 a graphic match is to cut to a different location from a bench in a field to an urban area. In shot 17 the shot is taken from the character's point of view, this is how the character views the world. On shot 24 a zoom and close up is used to show the artist playing close detail of the guitar.

In shots 27 to 30 medium shots are used as it is show the artist spinning around in the field and only detail of the arms upwards are needed. The movement of spinning around in a circle is that this is a trademark movement that Ellie Goulding does, so essential to the video. The shot 33 shot is another point of view shot of the character as they have fallen to the ground and are gazing at the sky.

A pan shot is used in shot 39, as the next shot cuts to the character's lips as they are singing, the shot is blurred, to give off a dreamy effect. A zoom out is also used but in shot 42, as the shot wants to draw attention away from the person's face, as the background is a graveyard, possibly suggesting a upsetting place to be. In shot 44 it has been cut to an over shoulder shot as it shows the character has cut back to a different location, here the camera is panning. Also in the next shot a tracking shot is used to follow the person as they walk along the cliff edge singing to the track and possibly this could be clearing the characters mind and thoughts.

In shots 52 and 53 close ups are used to show the emotion into the character about how passionate they are about this track to also show that being on a swing is part of the females childhood. An eye line match is used in shot 54 to show that the person is staring at something from their point of view. In shot 57 as zoom is used is to show the character shutting her eyes and then zooming out, then this shot fades out. Then it cuts to the final scene to where she has reached the end of her journey, a bird's eye view shot is shown to capture the emotions of both characters in the scene, then it blurs and fade as the video come to an end.

Mise-en-scene

Our ideas that are shown in the mind map above has been developed from some inspiration from the other Ellie Goulding music videos. The lyrics from the opening stanza in the track, the ideas will contribute to the narrative that will be told throughout the music video, as the video will be conveyed as a journey. The journey in the video is seem more realistic as we chose to use natural locations, which are wide open spaces, we have chose to use Seaford, Eastbourne Beach, Beachy Head and some woods in Polegate. Therefore the effect of these locations will make the main character seem far away from home. Also we have incorporated a few urban areas as well where the main character's journey will carry on , to show that she is getting to the end of the journey and a clue to being closer to home, so the urban areas, would be a town centre, and a possibility of a supermarket, like Tesco's. The other main settings, would be in the character's bedroom specifically focusing on the bed.

In the opening scenes of the video we will use some establishing shots to show the audience that the setting is very surreal and dream like. In those shots, we need to have some focus on the clouds, as they are symbolic of dreams and will notify the audience that the character will be in a dream throughout the video. The costumes should be quite simple to provide for the characters in the video. As Jess has been cast to play Ellie Goulding in some parts of the video. Ellie Goulding is known to shop at Topshop and few other high street retailers, and Jess has the same jumper as Ellie already so we will have to look into more detail into what she wears normally in her videos, and we will try to adapted the costumes as best we can. Some of the extras in the background will be wearing pyjamas, so this will be easy to get hold of and they should wear any other sleep related clothing.

From looking at the previous videos that Ellie Goulding has made we are not going to be using many props. Although some musical instruments will be incorporated to be used by the main character. For the scenes that take place in the woods, a comfort element, will be added to make the scenes seem quirky and surreal for the main character. A few blankets and cushions will be layed down near a tree, on a blanket, to make it seem natural in the environment. A possibility of filming in the dark with a handheld light and candles for the light, so the effect could be quite dreamy.

Pitch

Ellie Goulding Powerpoint - https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0B7qMb6ynzP5WNDlkZjA5YjctN2UzMS00OGYyLWFmNGItODM2MTk5ZjU4MmQ3&hl=en_GB
Script used when presenting the powerpoint to Polydor Records- https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0B7qMb6ynzP5WZWU0MDM3ZWEtNDQ2YS00Yzk1LWJhOTAtMzc3N2JhZDg0ODM2&hl=en_GB

I feel that the presentation that I gave about the idea for Ellie Goulding's music video, will increase her popularity, as in I think a different sector of her audience, new fans will start to arise. As in the music video a new element has been added, which is having a narrative. As in previous Ellie Goulding video's there have not been any real idea, of the plot of the video, it has been seen as slightly random and not ending up anywhere like in Guns and Horses.

Also here is the pitch of our presentation to Polydor Records-
https://docs.google.com/leaf?id=0B7qMb6ynzP5WZWQ3ZDhjZTctYzhhNy00ZDhhLThhODUtZDdmYmVjOTFjMTY3&hl=en_GB

Initial Ideas

Intital Ideas

Here is my initial ideas, in which I have drawn a mind map on Paint, to show some of the possible ideas I had for the music video. The different ideas are linked together by a branch, that expands to other ideas, that are linked. Some of the ideas, I will not carry forward to be used in the video, as I may feel that an idea, may not work with the main idea.




The images that I have presented above are to show that they have been taken from the internet. I chose to show an image of Sainsburys as it has inspired as a possible idea that I could intially use to film as part of the journey in the video. It is a inspiring idea as it will make the person's dream seem more realistic if they are wondering into a everyday familiar setting. I also chose to use an image of Lewes Town Centre as this is also a familiar setting to the person who is in the dream, also everyday people will be there. Finally I chose to show an image of a man in pajamas as this will give the video an element of being slightly surreal, in order not to confuse the character, as they will be in there pajamas. People in pajamas link to the other two images, as they could possibly feature in these two settings, so as extras, possibly dancers, or even following the main character.

Copying an exsisting music video

I have been working towards re-creating some of the music video Wheatus- Teenage Dirtbag. The experience I have been given by taking part in this task is being able to develop using production equipment, in order to be able to film at a good standard, when it comes to me filming my own music video. I will also be developing skills to be able to plan well, how shots will be filmed, also staging in a shot.

Storyboard

In lesson I was given a storyboard, which was of the Wheatus - Teenage Dirtbag video. It features the opening ten frames of the video, giving a analysis of the shot type, camera movement, description of action, also if there is a lyric or audio in the background, when a shot is shown.

Shooting Script and Clapperboard

The shooting script was given of six shots, which we filmed in two groups, it shows an enlarged image of the shot which we had to copy and film. It had a similar layout to the storyboard, as it had the details about camera shots and movements, also write notes about how successful each shot was, each shot has to be logged, to see where each group might be struggling with a type of shot. While learning how to use the shooting script, I also learnt how to successfully use a clapperboard. A clapperboard was shown in front of the camera, before each shot was filmed. There is a procedure, that takes place for each shot. The cameraman has to say "speed" when they are ready to film, so the director knows when starts off the film. Also the director says for example "Shot 4 take 2, action", then the filming can start, and the background actions start.Also after a shot is filmed the director shouts "cut" to notify the cast the shot is finished. Also the clapperboard is useful when editing as you can determine a beginning of a shot, and hear "cut" when a shot has finished.

Communication on Set

Camera health and safety.

• Keep the camera steady when holding it.
• It is hard to keep just main character in focus and the extras out of focus.
• Lighting- had to reposition into the natural light.
• Always think about the final edits.

Always take off the plate off of the camera and back on the tripod. Use white balance when inside with artifical light, so on the camera use the AWB automatic white balance. When filming outside, using the sun shaped symbol, and the light bulb button when filming inside. Also put on the manual setting via the message shaped button.

I was shown how to direct a shot, it is important that to keep the production running smoothly, you need to clearly let the participants know of what is going on. In our exercise the director worked with the camera operator to set up each shot, they set up each actor and extra in position. After checking the shot is how it should be is essiental before able to film. Then the clapperboard is shown in front of the lens and the filming begins.

Setting up the Camera

Mounting to the tripod

Mounting the camera to the tripod can give you stability when filming. It is particularly useful for zooming, panning and tilting the camera. The tripods at college have a spirit level on them which enables you to position the camera to an exact horizontal.

Setting the White Balance:

The white balance has to be set before shooting can begin due to the different conditions. The camera reacts differently to varying light conditions. When outside it should be set to "Daytime Filming" otherwise footage could have a blue tinge to it. Likewise when you film outside the white balance should be set to artifical light. Once the camera knows the conditions it can then calibrate the rest of the colours, which should give even results.

Adjusting the exposure:

When using our Canon XM2 cameras, you should get into a habit of using the manual settings to adjust the exposure and not let the camera run on auto. Usual manual settings will give you control over how light or dark the footage is. You can change the exposure using a combination of the Shutter speed, Aperture and Gain.

Camera Techniques

Composition:

You can change the frame size to be like a widescreen film. This is called a 16:9 ratio. Normally the camera is set to a standard frame size of a ratio of 4:3. Which ever ratio used you can apply the rule of thirds to help you compose the frame.

Depth of Field:

This refers to the focal range of the camera. You can use depth of field to centre the audience attention on a particular part of the frame by having it in focus while the rest of the shot is blurred. This is called a 'Shallow or Narrow Depth of Field'. Conversely, if all the frame is in focus that is called a 'Wide Depth of Field'. Shifting the focus from one part of the frame to another is called a 'Pull Focus'.

This is the link to our copying of an exsisting video which is Wheatus- Teenage Dirtbag
https://docs.google.com/leaf?id=0B7qMb6ynzP5WMTA4NzIxZDktMjNjYS00Mjg2LTkxMjYtMTBiN2Y2YzIzZjU0&hl=en_GB

Here is the comparison to our music video, in which is the original gained from ouTube

http://www.youtube.com/watch?v=1jJVRcCdvyY

Video Analysis

Ellie Goulding - The Writer video analysis

http://www.youtube.com/watch?v=H-ru2glqXAg

The music video of Ellie Goulding's 'The Writer', she is shown as being represented as being part of the 'Electropop' genre by being linked to a traditional Pop music video that has a romantic theme. This is shown by using close up shots to show emotion from the character in the video, which is presented by the first image, showing how induced Ellie Goulding is to focusing on the camera. As the narrative of this video is about changing as a person in order to get noticed by a certain individual person, whom you are attracted to. The other type of shot used are long shots that are taken from a high angle, which could suggest that Ellie Goulding is being observed by the certain person she is attracted to, from the narrative. The last image I have print screened from the music video is an establishing shot of which shows the character and a lighthouse, this suggests that as it is a shot near at the end of the video, that when she reaches the lighthouse, then she will find the certain person, when she reaches there. The lighting and colours in the video are bright and colourful, such as yellow, cream and oranges, to me this suggests this video is very positive and calming, shows that an interpriation of the narrative is mellow, and that the climax of the ending, will occur how it should end. In terms of Ellie Goulding, getting to be happy at the end of the video, after going through many fields to find the destination of finding that special person. This music video is targeted at the fans of Ellie Goulding this is good as this video shows a different approach of how she as an artist is presented. So this would interest her fans more, also shows that her genre of music 'Electropop' does not always have to be kept to the similar narratives that normally relate to Electropop tracks. Overall this music video has a meaning of about Ellie Goulding getting noticed, by the man she is attracted to. This video has a lots of bright white colouring, to suggest she is in her perfect world, like is living a dream. This music video could be inspiring to creating my music video as the type of settings Ellie Goulding uses is mainly outdoors, in fields and forests, so this could be included in my video, so an essence of originality to keep my video, still in relation into her style of music video.

The second music video I will be analysing Ellie Goulding's- Guns and Horses. The genres that this track is from represents electropop and folktronica. The music video has a simple narrative of which Ellie Goulding is portraying a character that is walking through the woods, and is followed by her backing dancers, when she reaches the end of the music video Ellie turns around and reveals the production set of where the music video took place. Ellie Goulding is being represented as a young girl who is out in the woods all on her own, along her way through the journey through the forest, she is joined by soliders, which turn out to be her backing dancers in the video. So this represents that in this video, having backing dancers is random, as they do not relate to the music video. So this representation could represent that Ellie Goulding herself is slightly random in her personality, or how she makes decisions in her life. In the music video, her costume suggests that the clothes are smart casual as she wears a blue checkered shirt, in which is appropriate for a casual walk through a forest. A mixture of different camera shots were used on the main character. This included mid shots, the mid shot is to focus on the character singing, so it shows concentration, on the character, without showing too much emotion. This type of shor applies to the audience as they feel that they are focusing on the whole character without realising it. Also long shots are used to show the location of the woods in the music video. Also are used to show all of the subjects that are involved in the video. This is good as this also shows the staging in the shot shown in the second shot shown above. It shows that the main character is in the centre of the frame, and the backing dancers are placed behind, to show her importance and that she is in control, suggesting that the music video is all about her. The type of audience this music video applies to is the fans of Ellie Goulding, also people who are interested in artists that focus on a unusual representation of how to show a narrative in a video, this video would be good example of that as it is unique. This video does not produce many meanings that could be symbolic, apart from the low key lighting might suggest that the location is quite dull, but when there is some people in the woods, that the woods come alive, and the characters brighten up the location.

The ideas that as a group that we came up with consisted of with that we had some inspiration from the types of locations that she uses in her videos. For example in The Writer' she has shots of outdoor locations that are in fields and on top of cliffs, so we thought logically that we live locally to the coastline, so will have easy access to film on top of some cliffs. So this developed our idea of our character roaming around on the cliffs as part of her dream, that will possibly cut to the character roaming around in a urban area. Another idea we got inspiration from her was that we discovered that in her videos, she doesn't really seem to have an actual narrative to the video, so we decided to add a new element to her music video that we would create a narrative to 'hook' the audience into watching the video. We had an idea that we were going to use some background dancers, as featured in Guns and Horses she has background dancers in the woods, they start off as extras, then become part of the video. So we had the idea of including background dancers that would be dressed in pyjamas to make the music video seem surreal and to confuse the character who is in the dream.