In what ways does your media product use, develop or challenge forms and conventions of real media products?

When practising our shots and movements we shot some scenes in the outdoors ie. field and railway track, which we think worked well as the weather of the day and lighting worked well and what we saw within our research. The preliminary task helped us create the main concept of the colour contrasting, as you can see the colouring of the video has changed and all the colours contrast against their original, which I don't think worked particularly well as it didn't look realistic, but worked with the concept of the festival/summer feel of the video as it made the video very warm and summer like but allowed us to develop the idea of the 'red balloon'.

Through trail and error we trailed different contrasting colours and found the black and white colour contrast the best to work well with the concept of our video and the way we wanted to use present filming and past filming of the couple. We researched into the indie pop genre and found that it was common for this genre of music to use black and white colour effects in the video. In the Vaccines 'No Hope' is where we took inspiration from to put in our music video.

The black and white effect gives a dull and depressing effect because of the darkness yet still give a realistic effect because of the natural lighting and scenery. The shot still use the conventions of an indie pop genre with the use of outdoor scenery and nature which instantly connotes to the audience that the music video is off an indie pop band. Which is what we wanted to use within our video of the scenery and also the black and white colouring to creates a depressing and sad atmosphere for the girl walking alone on the beach. Having only one person in the shot also creates isolation which is something that we needed to incorupt into our music video to imply the loneliness of the girl in the narrative as she looking back onto the relationship she previously had. We also saw within the research of our genre that the music video focused either on a band or a narrative, as we didn't have a full band we decided that the narrative would be the better approach to the song as well as the music video to make it a more personal scene for the audience to look upon, as it directly links to a story of someone, and makes them more engaged with how the music video ends and the story of this girl on the screen. 

We made sure we used the traditional conventions of the indie pop genre, to make it recognisable as this particular genre, we did this by the choice of shots using the natural scenery and also the camera movements and angles where in the research we found they used a lot of establishing, extreme long shots, and also close ups of both the characters and scenery to show the setting of the music video as this was seen as the main focal point to make an indie pop music video iconic. 
However we wanted to make our music video unique by challenging and expanding the conventions and this was shown by the different uses of effect and the two different narratives linked into one another to make one narrative as a whole, and also the use of the imagery of the red balloon which is the main impact of the music video and what stands out the most.The idea of the two narractives together came from the Ellie Goulding music video- Your Song. This video both used the home video effect and also the standard filming shot, it gave us insipiration as we believed it gave a more personal message to the video, which we also thought would work well within the concept of our music video as it shows the realtionship between two people which is an intimate and personal subject.
The home videoing in the Ellie Goulding video is very warm and intimate, the effect creates a comforting atmosphere, and shows the character which is Ellie Goulding in our own surroundings which again draws the audience in as it at a more personal level with the song and also artist and this type of atmosphere and mood is something that would work well within our music video as it is showing the happiness of the character in the past of her realtionship which would contrast with the unhappy and depressing atmosphere with the use of the main girl on the screen on her own reflecting into the past and also the contrast of colour imagery from the home video to the black and white effect to emphasise the unhappiness of the character.


Ellie Goulding-Your Song

Elliot Guy- Lover's Eyes 

The contrast between the black and white colour imagery to the colour of the home video shows the concept of the narrative of the video, I think it worked well as it is a combination of a variety of other indie pop genre music videos with the use of the black and white imagery from 'The Vaccines' video and also the different type of effects of videoing in the 'Ellie Goulding' music video. This combination helped us build a narrative around the song, and I think by using the combination helped form the bases of what our whole artist and helped us develop the ideas for our poster and digi-pak. By the screen grabs it is clear that the inspiration for the split narrative came from the Ellie Goulding music video, we used different saturations and contrast to create the home video effect and also made the shot pixalated to emphaise the effect of the home video. I think this effect that we did looks professional as it is so similar to the Ellie Goulding clip and fits within the concept of our music video and song of the artist.




PRINT PRODUCTS

the print productions we took inspiration from 'mumford and sons', 'lana del rey', 'colplay' and 'noah and the whale', and is evident when comparing our print material to theirs. The digi-pak and album cover our are strongest piece throughout the whole product, we used the image of the girl holding the balloon- which has become the iconic image for the artist and whole product, as it is a image that is shown throughout the music video and album cover. The album cover was our own idea, with the use of composition and colour effect (use of instagram) to make it a high quality image. However we used the album of 'lana del rey' for the inspiration of our back cover. The spacing of the song titles we thought would work well in the style of lana del rey's as it was simple yet effective as the boldness with the use of the capital letters stood out against the background and also using a contrasting colour to the background where lana has used white against red, whereas we have used a light colouring in the background against the harshness of the black font. We used the bold effect on the second word of titles to again make the writing stand out and catch the eye of the target audience. We carried on the nature theme that is an evident convention in the indie genre, but also the imagery of the beach is a constant feature throughout our product and links both the music video and print products together.

Within the digi-pak we took inspiration from coldplay and in way the image inside was effected or dulled down from the information that was needed to go inside e.g. name of songs, production names etc. The images in the coldplay showed the consistent theme that in shown in the whole album artwork which again we carried throughout ours when using the images we used on location scouting and also pictures we took when shooting which links all the products together. We thought by adding lyrics on the digi-pak as well added a more personal level to the album and make the audience have an insight into what the album was about, the different colours of font was used keep within the colour saturation of the image so the image still has a striking effect to the audience and both writing and image stand out against one another. We again used the same colouring effect of 'early bird' that we used on front cover and back cover to keep them linked well together and also same typography was used to emphasise this. 

the thing that was obviously challenged that wasn't conventionally seen in the indie pop genre was the concept of the red balloon, which was the main focus of our music video. The red balloon is what stands out the most within our music and is the iconic image that is related to our artist as it is the most eye catching thing that stands outs, we used this image for the front cover of our album as well, to make the striking link between the print products and the music video. It worked well as the front cover image the girl that is in the music video as well is holding two balloon representing the relationship of both her and her loved one, suggesting the concept of the album and what is it about and then in the music video you see her with only one and in the end letting go of that balloon which represents her loved one. 

The poster again links all the print products and music video together as the same image that is seen throughout all texts are seen, with the girl and the red balloon which is the iconic image of this artist and how this album will be recognised. The poster took inspiration from 'noah and the whale' poster, we found through research they typically used the nature theme which is a typical convention of the indie genre, and also they use the same image from the album cover in which they use the same again on the poster advert, showing how it is important to link all the products together and make an iconic image for that album. Also within the poster they focused on making sure their album is made out to be good by using the stars and critic reviews which is also something we introduced within our advert to promote it.