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We encoded the text to portray the narrative of a ghost showing someone where her body had been dumped.
It was clear from our music video focus group that this preferred reading was largely taken by the majority of the sample due to the positive feedback and evaluation.
When we tested the advert and digipak in the same screening, the methodology we used was again questionnaires.
The main results were that both ancillary products reinforced the meta-narrative of the band, and that the images used made frequent references to the music video, linking them together.
As we are the same age as our target audience we spent time looking at music videos that interest us, without needing to ask anyone as research, and used conventions that we found in them to construct a narrative.
100% of respondents thought the visuals matched the song.
94% of respondents understood the concept.
81% of respondents would re-watch the video, signifying that our music video is successful.
94% of respondents thought that the video, advert and digipak interconnect, due to the colour, mood, layout, font and themes.
Strengths:
• Vignette
• Lighting
• Emotion portrayed
• Symbolism of the necklace
• Mood/tone
• Locations
• Editing cut to the music
• Tension of running
• Performance
This meant that throughout the process we were able to refer back to other music videos as a guide, such as the following which we researched.
Weaknesses/things respondents would change:
• Focus in some shots
• Inconsistent exposure
• More varied shots
• More backstory and details
http://prezi.com/kktv6shazfmy/?utm_campaign=share&utm_medium=copy
https://www.surveymonkey.com/s/W3LCFZF
The focus group sample were all aged 17-18, which was very much our target audience, which was a very helpful aspect of our pitching process.
The use of focus groups has been very useful, as we were able to get more than one persons' point of view on certain aspects of the production, and due to the conditions we were more likely to receive constructive criticism.
During production we frequently had people look through our work and current progress to get their reactions to the music video so far, as well as on our print media.
This was mostly done by simply asking someone to take a look, but there were also times that people in passing would take a look and explain their thoughts on the project such as what they would change, which we would take in consideration and most likely act upon.