2. 1 .TREATMENT VIDEO AND
AUDIENCE RESEARCH▸ When researching my target audience I looked at several sites and created a questionnaire as well as a interview compilation. Within our
question are we found that the age range of girls between 10 -20 preferred a narrative video and found it easier to relate to female artists.
This isn when we decided to make our video revolve around three female characters.
▸ When we completed our questionnaire we saw that most males and females thought that men feature more in music videos than females.
And that even in female videos, there are always males who are seen as being domineering. We wanted to break this stereotype and run
this convention on its head, by having a full leading cast of females and show these characters as being powerful figures. When asking
more questions we sae that within the female category, Taylor swift, Katy Perry and Meghan trainer were all listed when describing female
artists who portray woman as being dominating characters within a video. I decided to follow this path and to look closer into these artists.
After watching videos such as ‘Blank space’ and ‘Roar’ I saw that the tongue on cheek and light hearted videos usually gain more positive
responses form the audience.
These are two pages from our pre -
treatment video questionnaire, we
asked simple questions such as what
artists they listen to?, the gender of
those artists,? what age range they
are?, whats genres they listen to?…etc.
3. ▸ In my treatment video we were asked whether we would follow convention and sexualise the artists. I responded by
saying that just because we would be putting them in dresses and high heels did not mean we were showing them
provocatively, its saying that woman shouldn't be afraid of their body or who they are and instead should embrace they
inner selves, even if it meant showing off their outer serves too.
▸ I was asked many times why I wanted to use images of the artists in dresses and high heels if I didn't want to sexualise
them why was I doing this. I responded by saying that just because they are proud of their appearances does not mean
that they are sexualised or in any way does that mean that they should be shunned, if anything they should be praised
for not being afraid to show a little confidence and no the afraid of what people are going to say in response.
4. 2 .AUDIENCE FEEDBACK TO
FIRST DRAFT
▸ After completing the first draft I received a lot of feedback regarding how to make it better, what to change, what wasn't clear and what was good.
When I first asked, I was told that I would need to pull up the saturation of the clips. I had intended on the video being bright and colourful however at
the time the shots were very plain and boring. I did so and the video then became a lot more interesting. The shots were brighter and had a variety of
different colours, fitting within my genre and keeping to my researched videos.
▸ I was also told that the book was not important enough during the first draft. They were right. I had centred my whole video around this metaphorical
book and yet it did not appear enough or at least not as dramatically as it should have done. The video centres around the idea of magic and in this
case the fact that the book holds something great. So I then added a special transition which added a spark of light which went across the screen
when the book appeared. This gave the illusion that it had appeared out of nowhere and that it was ‘magical’. This was very useful because it was
now clear what the book represented and that it was very important. When looking at the first draft it seemed very disjointed and detached. It did not
flow and did not seem like an interesting story to watch. I searched across all the different ways I could improve and found a transition that gives the
effect of turning a page. It was brilliant and fitted directly into my storyline. I have now centred my print work around the idea of a story being told or
the fact that the video is like reading a comic book or fairytale. The transition gave the video a lot smoother finish and allowed the viewer to feel more
comfortable when watching it, feeling interested as to who the next chapter would go on. When I had completed a first draft I still had areas missing
from the video. I had not filmed the party scene and had not filmed the second chorus, I thought that this was brilliant because I was able to gain
feedback on how I could improve my video when I hadn't even filmed two scenes. I could then cater those scenes to the feedback I received. I was
told that the party needed to be some sort of finale and create an ending that brought the girls their dreams. I always knew I wanted the video to be
like a book and every good book has a good ending. I did just that and each character received a satisfying ending. I also used strobe lights and
balloons in order to create the environment.
5. 3 .CLASS FEEDBACK ON DIGI-PACK
AND ADVERT ROUGHS
▸ Throughout the making of the dig-pack and advert they have frequently changed. New ideas were brought to light and i had gained more
skills as the months went on. When I first started I had pitched the idea of them sitting beside a large book and on an apple, while there is a
bright blue background and stars in the distance. I later realised that this would be very hard. I was told by my teacher that this would be
quite difficult and that it would take a long time, however I knew that once it would be finished it would be worth it. I was also told that
compositionally, it might not make much sense. During a survey I carried out, I found out that people are usually attracted to similar designs
rather than complicated ones, my final dig-pack followed these lines more closely. When I told my classmates that I was planning on
creating my dig-pack as if it was a book, I was told that It might not be that clear unless I make it quite apparent. I took this away and created
a different design, not one that as like a book, but one that lead the viewer through the video and linked back to it constantly.When I created
the advert Idea I wanted it to be very different to the dig-pack. I thought that if they differed enough it would make it more interesting and
draw the viewers in. However my teacher told me that there should be a strong link between the advert and the album. I wondered how I
could do this without just recreating the same design.
Stage 1 Stage 2 Stage 3
