AH : Preliminary task and analysis

1. How did your creative process develop, improve from film opening to music video?

 

First of all, the use of cutting rate was a factor which varied from our film opening from music video, due to the fact that it had a much faster cutting rate, therefore we were able to film more segments in order to include in our music video and we had to alter it at a faster cutting rate in order to suit the style of music video.

Furthermore, the shots were more disjunctive in comparison to our film opening which enabled us to incorporate more varied shots and editing effects in order to enhance the production of our music video. This gave it more style and helped to improve the visuals included, through the use of post-production effects.

 

2. What cinematography skills / experimentation did you develop further during this project?

 

The music video enabled us to include shots that could be considered unique and more experimental. For example we used handicam to include a shot similar to camera tracking and shot the subject standing on the other side of a cage. Therefore this project gave us a lot of 'freedom' to experiment different aspects of shots, as we included a variety of framing techniqes, camera movements and use of angles.

 

3. List editing techniques and effects that you used in post-production.  Be very specific and include detail.

Ghosting effect, this effect was used in order to enhance the visuals of our production by creating a blurred effect, which then allowed us to link clips together by going from a blurred visual and then into focus.
Slow motion, The use of slow motion was a good feature in our music video as it allowed us to adjust clips in order to fit in within the rhythm of the soundtrack.
Color tint, we used this in order to create a color scheme which enabled us to put our visuals in black and white

 

4. To what extent did you conform to the codes and conventions of music videos you have studied in your coursework productions?

 

First of all the frequent use of mid shots and close ups are a common convention within music videos which we used a lot of, therefore similar to many other videos we have studied.

Also music videos allow you to be more creative and conventionally use more creative and experimental shots which was another factor which we would consider as conventional in our production.

 

5. How does your production conform or challenge the artist’s style and representation? Refer to the band’s other work.

 

In terms of the visuals we represented within our production, we used a color scheme which is a technique that differs from the other works of Rudimental. As we used black and white effect in image control, as opposed to usual colour and lighting effects.The style of the colour scheme used however is similar to what Ed Sheeran uses in his video A team, which also follows a similar pattern in terms of the colour.

 

The visuals that we did include were also considered as disjunctive; therefore we created our own visuals in order to represent the soundtrack which differs from their original production of the song, which is an illustrative production.

In term of the psychographics and demographics, we incorperated the idea of football into our preliminary task as it is of popular culture, especially amung a younger generation of audience, therefore helps to appeal to them.