Question 1 - In what ways does your media prodcut use, devel

Black and White filter

To fit in with the story, I decided that in order to show what was past and what was present, a black and white filter sounded the best way to represent the idea. By doing this, the audience develop an understanding of how the 3 actors were once happy and also to now look out for more black and white scenes throughout the video in order to help them figure out the deeper meaning to the story.

How does this use, develop or challenge existing products?

Again, i haven't seen any existing videos that included a certain filter for the same reason as i have, however, when films were produced many years ago, they were only ever available in black and white. This backing up my reasons for using this specific effect.

I personally think that this was one of the strongest ideas that I had had because of how effective and fitting it was to my video. I would highly suggest this type of idea to future editors.

Opening scene

The audience will first see the short shot of the main actress/character and singer of the music video in a distanced camera length that allows the whole of her body, image and style to be seen, instantly relating to the target audience (mainly teens and young adults) and genre.

The company name is also shown for the first time, letting the audience know that important little piece of information. It is presented in bold writing and is spread right across the screen, making it hard to miss.

How does this use, develop or challenge existing products?

As a lot of the inspiration for making and creating this video was from the original 'Colors' MV, we both decided that by introducing the company and actress at the very beginning would be a strong starting point. Many other videos have a similar start, such as Taylor Swift - Blank Space.

Introducing the Story

The video wastes no time in jumping straight into the story, showing you how it all started and the main 3 characters. We purposely made the beginning quite confusing but also simply laid out so that the audience get a feel for what type of story line we were aiming for, romance. I think that the first couple of shots instantly draw you in, making you want to know more and to keep watching.

With the whole music video being only around 4 minutes on average, we did find it difficult to cram in an incredibly interesting and detailed story, but we were able to film small 'chapters', shortening what could have been presented in a movie.

Question 1 - In what ways does your media product use, develop and challenge the conventions of real life products?

Lyric Links

How does this use, develop or challenge existing products?

Many different directors use this 'chapter' method in order to get a story across quicker, meaning the video is jam packed with quick, short shots that the audience may not even remember by the end of the video.

An example of this is the original video for 'Colors' by Halsey. Again right from the start the characters are introduced by small, one shots. the story then goes on and we see her taking photos, leading the audience to thing the opposite to what is actually going on, this being the next 'chapter'.

As proven, this method clearly works and makes it a lot easier for the director to film and for the audience to understand.

Every now and then, the lyrics currently being sung will link up perfectly with the current shot being played on screen.

Example 1 - 'And I'm still waking every morning but its not with you' with a shot featuring Tom, this suggesting that Tom isn't the one that Erin will choose at the end.

Example 2 - 'Everything is grey, his hair, his smoke, his dreams' while we see a shot of Erin and Tom spending time together, this being a major contrast to the first example, making it seem as if Tom will be the one chosen, instead of Megan.

How does this use, develop or challenge existing products?

An example of this being used in a present day music video is in a music video by BTS - War of Hormone. The chorus begins with 'hello, hello' while the artist performs a greeting pose with their hands raised, relating to the lyrics.

Speed of Shots

Reverse Effect

During the fast paced montage at the very end of the video, some of the clips involved had been reversed in order to show the audience how all three characters wish to reverse time and start again.

I also used the reverse effect on a small clip of the note being written, which is a key part to remember because it is what started the whole story. The reason for this is to represent the whole story wanting to be re-written.

As seen in my music video, the speed of the shots constantly changes throughout the story, however, at the very end, 2 second shot are used straight after each other to show the audience that the story is coming to an end. By having quite a quick ending tells the audience how rapidly everything fell apart for Erin who was left with neither of the love interests (Tom and Megan).

How does this use, develop or challenge existing products?

After researching quite a few music videos, I found that not many had included this 'reverse' effect making my video a little more unique and different from existing products.

How does this use, develop or challenge existing products?

It is quite common in music videos to use this type of fast pace editing in order to present a rush, certain mood (e.g. anger, confusion or excitement) or a climax to a chorus. In this case, I used it to sum up the entire story.

I have linked a video below that uses this type of editing between the time of 3.00 - 3.15. The editor has done this on purpose, building up tension just before a chorus.