Revisions

We made alot of changes to our video along the production process, but the main one was changing the song choice and also the video concept. Our original choice of song was "Careless Whisper" by George Michael, but covered by The Gossip. We came up with the idea for the magazine to go with the song, but when we established that the concept didn't fit, we chose "Me & My Imagination". We rejected some of the scenes from our storyboard because there was no room for them, and we also made slight changes to the ones we had not only when filming, but also in the edit suite.

Digipak Cover

The original idea for our digipak cover came from the shots we had from our photoshoot (while we were experimenting with ideas for our music video). The front cover was inspired by pop art and the artist Andy Warhol.We used the bright colours for the front and back covers because of the genre, and the audience we were trying to appeal to. The inside covers are again inspired by nature, with the inside right one (flower) coming from the photoshoot and the inside left being a still from the music video.

We used the image from the album cover as the background for our advert because the bright colours and repetition of the image would get our audience's attention. The review quotes from the target magazines will also grab the audience's attention, as they will see the popularity of Chanelle and become fans.

We've used a consistant colour scheme throughout our ancillary products. The colours are bright, and we have decided to use a repetition of the pop-art concept. This pop-art concept fits with the music as it is about imagination and the genre is upbeat. We also picked out colours that were prominant in our main product, and we used these colours in our ancillary product.

Treatment

NAME OF ORIGINAL ARTIST: Sophie Ellis Bextor

TITLE OF TRACK: Me & My Imagination

TITLE OF PROPOSED ALBUM: Chinese Whispers

NAME OF NEW ARTIST: Chanelle

GENRE: electro/dance/pop

TARGET AUDIENCE: teenagers/early twenties
mainly female

INSTITUTION: new band - debut single and album

INDEPENDENT VIDEO PRODUCTION COMPANY COMMISSIONED BY RECORD COMPANY/LABEL OR MAJOR MULTI-NATIONAL COMPANY: Multinational Company e.g. EMI or Sony BMG

DISTRIBUTION NETWORK: TV channels (MTV)
internet (YouTube & MySpace)

MAGAZINES USED FOR ADVERTS: NME & Mixmag

Star Image

We used stereotypical items that would appear in a fashion/celebrity magazine, and tried to use as much realistic material as possible. We created the celebrity image by using a contrasting personas (girl in doctor's waiting room & celebrity articles in magazines). We created these personas with the use of costumes, props and location. The doctor's waiting room was quite plain, with Chanelle in ordinary, everyday clothes, whereas all the shots in the magazine were bright and used vibrant/glamorous costumes. Chanelle's figure and movements added to the celebrity image, as when she was in the waiting room she was sedentary, whereas throughout the magazine shot she is moving around constantly. The performance scenes also represent the pop star image, and this is made clear by the use of the microphone.

The representation of our star, Chanelle, is that she is a fun natured girl, who has a vivid imagination. We created this image by giving her a casual look, but also a very stylish and colourful look in the magazine scenes.

Planning

Storyboard

closer pics

Lyric Analysis






Shot List

Genre & Institutions

We had to change a few things in our video, either because it didn't fit in with the theme, or because after we had done it we didn't like the look of it. After changing the concept of our idea alot, we finally made a decision on our plan, but we had to change a few things along the way, for example locations and the timing of the shot in comparison to the song. We had to re-shoot some of our scenes, for example the doctor's waiting room and the photo shoot, due to bad lack of depth in the shot.
We are hoping our video will appeal to the younger audience, especially females, due to the fashion concept and bright colours. We chose a magazine, specifically a fashion one, because the audience we are intending to appeal to are the type of people most likely to read one, and so they would relate to it more than any other audience. Many of our ideas were inspired by the original video for the song we chose, as it appeals to our intended audience.

We would expect to see our advert in various popular music magazines such as NME, and perhaps magazines aimed at a younger audience, such as Top of the Pops Magazine. It could also be found in fashion and celebrity magazines such as Heat, and Elle. We decided that these magazines would be suitable for our advert, because Chanelle, and the song are aimed more at a female audience (for example, the use of magazines within the main video).

Mise En Scène

Mise en scène
Setting/Location - We chose to base the beginning and ending of the video in a doctor's waiting room, to portray normality. The other parts of the video are in the magazines, and so we had the opportunity to use a variety of locations, for example the photography studio and a local café.

Lighting - The lighting we used was important to the filiming, as it set the scene. For example, in the doctor's waiting room the light needed to be as if it was coming from a ceiling, whereas the lighting of the photo shoot scene had to be bright and as if it was coming from studio lights.

Props - We chose things that, in our opinion, were necessary for the video. The magazines were the key element to our concept, and the balloons added colour to an otherwise boring scene.
Costume - The ideas for the costume came from a number of places, such as current artists in the electro genre and magazine articles. Our style icons were Lady Gaga (known for her eclectic style) and Katy Perry, as her work is similar to that of Sophie Ellis-Bextor.
Make Up - As with the costume, our inspiration for the make up came from current artists and magazine articles. It also came from Sophie Ellis-Bextor's current album, "Trip The Light Fantastic".