LF: Final Printwork

• There is a clear link between the three products where we see the prevalence of john, always key in frame. This develops the advertising campaign and enhances the band image.
• The production studio connected with the artist, symbol is present in the bottom right corner, but mainly the text is big and bold using a light colour on a darker background so it is easily recognized. 
• The only thing in focus is the protagonist which is done by using a shallow focus, so the audience focus on the foreground of the shot, and the background is portrayed as less important to show the text is mainly about a certain character.

Group: Joe Hertz - At Your Touch

This is our final piece. It includes many of the different shots we wanted to incorporate in our work either as a pastiche or as part of inter textual relay. The protagonist plays a prominent role the text, with most pf the close ups and shots focused on him, creating character exposition and relationships between the character and the audience. There are clear links between all the texts, which include the location of London, which is seen on the digipak, and the protagonist is the main theme of the two advertisements. This has developed our band image and brought forward the campaign.

Group: Audience Research Plan

Survey Monkey:
To get as much feedback and to receive the high validity in our audience research, we are going to create a questionnaire on 'Survey Monkey' which has a variety of open and closed questions, starting with closed and ending with open. This will give us qualitative and quantitative data to gain the most feedback as possible. We will send this out via the social networking site Facebook, which will give us feedback of the target audience of young and adolescent people, which are the generations most related to the genre of the track.

Focused Group:
We are also going to carry out a focused group audience research where we will get a small group of friends who will watch the video, and relating to some questions that have been produced, answer them to the camera. This will give us more control over the demographics and give us a chance to choose the correct audience in order to receive the highest quality feedback from the target audience.

CJ - Colour Balance

• Colour balance is the process of changing the level of colour within the visual (Red, Green, Blue). The image altering tool is used to either give the visual a colour grade or just to bring out certain colours. The group used colour balance for the last minute of the video in order to drain the colours, reinforcing the idea of sadness and sorrow.
• The screen shot shown above shows an example of colour balance used alongside black and white.We altered the colours of the picture scene to help give the audience an understanding that it is a flashback of the past.

LF: Print Work

This is my first print design which has the name of the artist and title of the song prominent in the advert. The layered shot behind reveals the three boys in London together showing a loving friendship and a close relationship. This reinforces the narrative in the video, where we see the boys having fun. The contrast of the image has been improved to depict the sharp colours and create a happy mood.

This toolbar shows the different layers in which I have used to create the images. In the adverts like the one above and the advert where the title and artist is on the skyline, every letter is used on a different layer. This enables me to fit in all the letters individually to make the most of the space and make it look symmetrical.

The bottom two layers involve the two images used with 50% opacity, so there is a sense of layering in which you can see the group of boys and the NVC of john, the boy who has a terminal illness.



This advert to the left carries the same effect of the layering and the individual letters but is also shows the NVC of john a lot more clearer. The skyline is one which is symbolic to London which relates to the video and the layered image represents John looking down on his last day spent in London.

 

 



This advert recognises the recording studio the artist Joe Hertz uses for this song. The image is a still from the video so the character is present in the advert and music video, bringing forward the campaign and image of the track. There is many signifiers in the image, such as the hat and glasses which signify embarrassment and sympathy and that the ill boy is trying to hide his face because he doesn't like who he is or what has happened to him. Also the fact he is looking down connotes the mood of sadness.

 

 

My final advert design is a development of the last, now including the title of the song which is very important and the recording studio symbol has been made smaller as it is not a design that needs to be central to the advert. I have included a review of the artist which reads 'Making his breakthrough album - New upcoming artist Joe Hertz' which will catch the eye of the audience and influence their decision to purchase the music.

 

 

 



JV - Editting Post - Layering

The ending involved clips overlapping each other by altering the opacity of the footage, in this case the opacity levels are 65%. This shows that John is now less prevalent in contrast to the graveyard ending. The transitions also help the continuity of the footage by providing a smooth introduction for the clip of John with a cross dissolve and dip to black.

LF: Editing Post

 

 

• Our last scene involves the reactions of the boys after hearing the news and the graveyard scene where some of the boys go to see his grave.
• The popped up icon on the screen in the picture above shows the time stretch tool that enables you to either produce a slow motion clip, or to create some sort of time lapse. In this scenario, it is all in slow motion to allow the audience to connect with the NVC and the emotions of the boys.
• The audio is matched with the visuals continuing the good continuity throughout the whole piece.
• The cutting rate is a lot slower in this scene which lets the relationship between the audience and the character get stronger.
• We have tried to create verisimilitude by varying the emotions and reactions of the boys.
• All the time stretch's are set at 25% so it is 4 times as slow and real life.





 

Here is the timeline as it looks at the moment. The track doesn't start until the present narrative begins, as there is a prelude of the boys and john at the hospital, as john receives the news, where we have ambient and diegetic sound to anchor the visuals. The track enters with the time lapse of the sunrise. We have had to cut down the track, from 4.14 to roughly 3.30, but we have cut it at a slow tempo and quiet part of the song so it doesn't seem like an unrealistic ending to a song. Also the soundtrack slowly lowers in volume at the end, to end the song in a melancholy way, which reinforces the visuals of the layered footage of john breaking the fourth wall, on top of the boys walking away from the grave.





LF: Reaction Scene

On Friday 29th of November, we went out to shoot our final piece of footage we needed. This is a scene where the boys are all together and they are looking back on johns life, through old photos and their reactions to the news they have heard.
We used many different camera techniques including;

• Deep and shallow focus
• Establishing shots
• Panning shots
• Close Ups

We encountered a few problems such as lighting and the effect that had with the camera, it was at night so the inside lighting did look very orangey yellow, which disturbs any post production effects we may include. I have included a time stretch tool which has made the footage 25% of the pace, and a black and white effect to show it is not in the present narrative.

 

 

The scene has been re-edited to make it look a lot better.

Post production effects:

The black and white effect drowned out a few colours, making the blacks look grey and the whites a lighter grey. Therefore we have added an affect called colour graduation (RGB) which allows you to change the colours of red, green and black. By increasing all three colours more red and green, the picture became sharper and the difference between the two colours was a lot more obvious. 

JV - Digipak Development

 This is the original background image that is being used which shows the emotions of the main character.
Whilst reminiscing about his past by looking through the photos of him as a child, he has hit the realisation that he potentially has a short time to live and needs to comfort of his friends.

The second overlapping image is an enigmatic picture as it gives the audience an insight to what happens in the narrative.
The shot involves two friends going to a cemetery and visiting his grave after he has passed away from cancer.

The first layer has its opacity changed to 40%  so that both images are visible and has been darkened so that it is more prevalent that they are standing at the cemetery

The placement of Johns face in which the two friends are looking directly at, at the placement of his grave shows us his fate.



The final piece is the effects added onto it is black and white which has a direct link to the visuals, in which black and white is used. By altering the brightness and the contrast it gives off a more effective image for someone who has passed away.

CJ - Print Development

• In todays lesson i came up with 4 ideas for the A4 magazine advertisement. Two of the ideas use the same basic template however depict different ideas about the protagonist shown.
• The first print shown below, shows the use of negative colours being used to distinguish font. The harsh contrast of colours is powerful to look at, building on the overall idea of pain and suffering to the protagonist within the video.

• The second print idea poses the same idea as the previous design, however incorporates colour, giving the image warmth and making it more consumable for the audience.
• The use of colour in the image allows the audience to relate to the protagonist and makes them seem more human. The use of black and white is often used in bad and crime related genres due to its harsh tones. However following the same high contrast idea, yet adding colour means that the individual shown comes across much friendlier.

• The print below shows a different angle of the protagonist. An image adjusting affect on Adobe Photoshop CS3 named threshold is used along side another affect, gradient map used on a separate layer. Opacity is used to adjust the amount of colour and shadow within the image.
• The use of a powerful image showing the protagonist to be thinking however no clues as to what he is thinking, stimulates the audiences imagination.

LF: Editing Post

 

Editing:

• Here is a screenshot of the timeline where I have included some slow motion in the scene where you see the boys looking through old photos and the reactions of the friends.
• The slow motion is at 25% which by using the time stretch tool you can manually input.
• The work bar on the timeline shows that this is the area that uses techniques and the green bar shows that the footage is rendered and has a smooth un-jolty finish.
• The cutting rate is various, with some long shots and some short. This represents the mood of mixed emotions and reactions, which will be the vibe coming from the boys.

CJ: Rough Cut Feedback



The group had to re-edit all footage back on to another timeline, due to the footage loosing its High Definition, therefore we only had 1 min 30 seconds to show the class. As such we have decided to re-schedule another rough cut for friday, gaining some better feedback on a longer piece of our work.

Feedback:

• Ms.Johnson believed that we should cut down our opening scene due to it being too long and tedious. On the other hand the last scene of the hospital is said to be too short and should be extended to add tension.
• The class really enjoyed the editing of the footage believing that the shot lengths matched audio and anchored the visuals well.
• The pan at the beginning of the scene was said to be slightly jolty and should be improved by having a smoother pan. Otherwise, it was suggested that we cut out the middle of the pan.
• Good variety of shots including multiple shot distances, camera angles and camera movements.
• Two characters where shown to break the 4th wall throughout the short sequence shown, therefore this should be kept as a theme throughout the video becoming a visual motif.
• A big point was the fact most people did not understand the narrative as it is a load of disjunctive shots of London. We are therefore introducing a scene where the boys look through multiple pictures of john that improve the narrative and portray a darker and a more sad mood.

Group: Rough Cut

 

This is our first rough cut.
The sequence involves the opening scene of the Hospital, the time lapse of the sunrise followed by London shots of the boys having fun in London.

• some of the editing techniques involve; time lapse, audio anchored with visuals, steady cutting rate and continuity of the narrative.
• over the next few days were are hoping to get all of our footage so we can cross cut to the scene of johns friends being told about the news.
• The class have said that the shots techniques are good, and the editing is great, but the concept of the text needs to be developed with more understanding of why the boys are doing going to London.

Ideas on what we could do to improve:

• We could have the opening scene of the graveyard as suggested by a teacher, to give the piece narrative fuzz, and create enigma codes as to what will happen next, which will be answered as the film proceeds.
• Need more close ups and NVC shots of john to show the emotion and mood he is currently in. This also makes character exposition and builds a relationship between the character and the audience.

Rough cut feedback

Boys I am not able to give feedback and grade your film as it is not here. Print work is showing a cohesive band image but is undeveloped at this stage. I want to see a development post from each of you every day next week showing progression of your print work with detailed comments and screenshota and arrows drawn in with techniques shown in Photoshop. Otherwise boys you will struggle to get a level four for planning. My suggestion for the print is more shots of you all together for the front cover and the boy who dies on the back cover. The middle two panes could be a panorama of london with you all doing something... Blog is currently a level three as it is a bit brief in places and lacks some images and multimedia content. Additional to the print posts, you all need to edit and post at least one a day with screenshot from Premiere showing development of skills and techniques in your music video.