Here is the final video:
Here is the final digipak design (click to enlarge):
https://harrietegoodall.wixsite.com/mysite-5
https://ellismonk5.wixsite.com/evaluationquestion1
Here is a video answering task 2:
1. Conceptual phase
I presented my 3 ideas to the class with the projection of my blog on the screen (because that's where I'd written them - the pictures below are an example of what I presented) so they could see the pictures and how my ideas would fit together. I took feedback from the group by filming it so I could watch it back later, so my notes were unbiased.
Here was the feedback that was given:
The class gave useful feedback on how these ideas could be developed. A few people agreed on the suggestion to add another location to idea 2 to make it more interesting, or another strand to idea 1 so that . This was really helpful in the next stage of development because we could think of how to tie in the elements together and add bits we hadn't thought of. The feedback on idea 3 helped narrow down our options because someone said that it could come across as 'naff' and would require a 'bigger budget to pull off', which we didn't have.
After everyone in the class had presented, we were put into our groups and had to narrow down 9 ideas into 2. The feedback was really useful in the decision because we knew which ideas people liked/didn't like, and also which ones could actually work with the little budget we had.
We ended up choosing 2 of my ideas (1 and 2) because the feedback was good and they had a positive reaction, meaning we thought we could achieve a good product at the end.
2. Getting a greenlight - pitch to Luke
We pitched our 2 treatments to Luke using a laptop with the presentations on. This was really helpful because we could get an opinion from someone who knew a lot about making music videos (and has made many in the past) so he could tell us if the ideas would work or not.
Here's the feedback we got:
He pointed out the flaws in our ideas and gave us ideas on how we needed to improve them. It was really good to have an unbiased opinion on if it was possible to do or not. For the bowling alley idea, he thought that it would be too difficult to do a narrative because we might not be able to get access to behind the counter, especially if it was a busy day which could lead to continuity issues. To get around this, we thought about doing a stylised version in the studio, but realised that it would require at least 20 different scenes to actually make it last because you burn through shots quickly.
Luke thought that the second idea would work better because it could be achieved in the studio, however, the narrative was an issue as it'd be hard to film and could come across as 'naff' again. Even with the narrative not fully formed, we went with this concept for the song 'Siren Calls' because this feedback helped us to pick apart the ideas and see which would work better.
3. Feedback from Phil and Luke
Phil gave us some very useful feedback about the star image of the band and how they'll come across in the video. He felt that the star image we actually wanted the band to have didn't fit with the video's narrative, and that depending on the narrative element, they could appear to be either fun or serious, which we needed to decide on because it meant we'd need to develop that element more and cast people who could act.
After re-pitching our idea to Luke and Phil, they helped up to develop our idea for the narrative and weigh up the pros and cons of each idea, and whether they're achievable or not. At this point, we were leaning towards a more comical video.
4. Prototype stage
This is the prototype video we made for the idea so far:
We shot it in the studio on Phil's Black Magic camera so it would be as close to the real thing as possible.
We showed the class our video on the projector and recorded the feedback on video so we could listen back to it after so we didn't miss anything, and so that our notes weren't biased
The prototype was a really useful way of finding out how the product would look, and we tried to make it look as close to a final product as possible. We could see if our cast actually worked well as a band and if they were confident on camera (so we could fix this / re-cast if necessary).
Even though the narrative elements didn't have the real cast, people thought that it didn't fit with the song's genre. This was vital in the development of our video because we made a big change in the narrative after this by scrapping the police element. They also thought that there weren't enough cutaways, so we wanted to make it more interesting by adding more to the final video. People said that there wasn't enough shot variation, but in the real thing we'll have more time to get different shots, this was just an idea of how it'd look.
The fact that they liked the look of the band was useful because it meant that we didn't have to waste time re-casting.
5. Rough cut stage - focus group
Phil had told us before the focus group that he thought the skull looked a bit too heavy for the genre of our band, but we wanted to see what a focus group said to see if they agreed with Phil.
We showed all of our rough products to the focus group who were of a similar age to our target audience, starting with the digipack so we could ask them what they thought the genre of the band was. We used a facilitator to conduct our research for us and ask the questions I'd written. This was to avoid bias because we weren't there to 'defend' our products. We also used open questions but avoided using leading questions because we wanted the true opinions of the group, and we recorded their answers on a phone to look back at them later. We got them to navigate the website themselves so that they could get to grips with it and easily identify issues themselves, and we printed out the digipack in it's correct size so the group could get a feel as to what it'd actually look like.
It was overall very useful because the feedback let us refine our ideas and create synergy between them all so they all have the same themes.
These are the questions we asked the focus group:
1. What are your initial thoughts after seeing the digipack and website?
2. What genre do you think the band is?
3. What bands do you think are similar to the one in the video?
4. Do you think that the casting was right for the genre?
5. Do you think that the star image is similar across all of the products?
5. What do you think the narrative of the video is?
6. Would this video make you want to go out and buy the album?
7. Is there anything you think we can do to improve the products?
They said they thought that the colours were consistent (so I kept the theme the same) but they thought that the genre was more 'death metal' or heavy than what it actually is. This was mainly because of the skull which didn't quite fit with the other products, and a few of them suggested to make it more geometric or maybe put a TV on it. I took their advice and re-did the image on the front and inside-right. Instead of the skull I drew a TV with a geometric pattern inside it, which fits better with the band's star image.
This:
Became this:
It was brought to light that the album name could be interpreted as rude, so I changed that too to avoid any misinterpretation.
The website's overall look was liked by the focus group, but their feedback gave us the chance to make the transitions more smooth and make it look more sleek and less 'messy'. We also updated the logo so it fit with the album, and made the photo black and white and increased contrast to fit both the video and the digipak.
It went from this:
To this:
The video was already pretty much finished and wouldn't change that much, so we used the focus group to mainly make sure that the other two products fit with the look and feel of the video.
Summary:
All of this feedback was extremely useful in the development and production of our campaign. We tried to use as much of the feedback as possible in the shaping of our products, and found that it was helpful in making my promo more effective because it gave us a chance to make the products have better synergy concerning star image overall and look.
I presented my 3 ideas to the class with the projection of my blog on the screen (because that's where I'd written them - the pictures below are an example of what I presented) so they could see the pictures and how my ideas would fit together. I took feedback from the group by filming it so I could watch it back later, so my notes were unbiased.
Here was the feedback that was given:
The class gave useful feedback on how these ideas could be developed. A few people agreed on the suggestion to add another location to idea 2 to make it more interesting, or another strand to idea 1 so that . This was really helpful in the next stage of development because we could think of how to tie in the elements together and add bits we hadn't thought of. The feedback on idea 3 helped narrow down our options because someone said that it could come across as 'naff' and would require a 'bigger budget to pull off', which we didn't have.
 |
| Me presenting |
After everyone in the class had presented, we were put into our groups and had to narrow down 9 ideas into 2. The feedback was really useful in the decision because we knew which ideas people liked/didn't like, and also which ones could actually work with the little budget we had.
We ended up choosing 2 of my ideas (1 and 2) because the feedback was good and they had a positive reaction, meaning we thought we could achieve a good product at the end.
2. Getting a greenlight - pitch to Luke
We pitched our 2 treatments to Luke using a laptop with the presentations on. This was really helpful because we could get an opinion from someone who knew a lot about making music videos (and has made many in the past) so he could tell us if the ideas would work or not.
Here's the feedback we got:
He pointed out the flaws in our ideas and gave us ideas on how we needed to improve them. It was really good to have an unbiased opinion on if it was possible to do or not. For the bowling alley idea, he thought that it would be too difficult to do a narrative because we might not be able to get access to behind the counter, especially if it was a busy day which could lead to continuity issues. To get around this, we thought about doing a stylised version in the studio, but realised that it would require at least 20 different scenes to actually make it last because you burn through shots quickly.
Luke thought that the second idea would work better because it could be achieved in the studio, however, the narrative was an issue as it'd be hard to film and could come across as 'naff' again. Even with the narrative not fully formed, we went with this concept for the song 'Siren Calls' because this feedback helped us to pick apart the ideas and see which would work better.
3. Feedback from Phil and Luke
Phil gave us some very useful feedback about the star image of the band and how they'll come across in the video. He felt that the star image we actually wanted the band to have didn't fit with the video's narrative, and that depending on the narrative element, they could appear to be either fun or serious, which we needed to decide on because it meant we'd need to develop that element more and cast people who could act.
After re-pitching our idea to Luke and Phil, they helped up to develop our idea for the narrative and weigh up the pros and cons of each idea, and whether they're achievable or not. At this point, we were leaning towards a more comical video.
4. Prototype stage
This is the prototype video we made for the idea so far:
We shot it in the studio on Phil's Black Magic camera so it would be as close to the real thing as possible.
We showed the class our video on the projector and recorded the feedback on video so we could listen back to it after so we didn't miss anything, and so that our notes weren't biased
The prototype was a really useful way of finding out how the product would look, and we tried to make it look as close to a final product as possible. We could see if our cast actually worked well as a band and if they were confident on camera (so we could fix this / re-cast if necessary).
Even though the narrative elements didn't have the real cast, people thought that it didn't fit with the song's genre. This was vital in the development of our video because we made a big change in the narrative after this by scrapping the police element. They also thought that there weren't enough cutaways, so we wanted to make it more interesting by adding more to the final video. People said that there wasn't enough shot variation, but in the real thing we'll have more time to get different shots, this was just an idea of how it'd look.
The fact that they liked the look of the band was useful because it meant that we didn't have to waste time re-casting.
5. Rough cut stage - focus group
Phil had told us before the focus group that he thought the skull looked a bit too heavy for the genre of our band, but we wanted to see what a focus group said to see if they agreed with Phil.
We showed all of our rough products to the focus group who were of a similar age to our target audience, starting with the digipack so we could ask them what they thought the genre of the band was. We used a facilitator to conduct our research for us and ask the questions I'd written. This was to avoid bias because we weren't there to 'defend' our products. We also used open questions but avoided using leading questions because we wanted the true opinions of the group, and we recorded their answers on a phone to look back at them later. We got them to navigate the website themselves so that they could get to grips with it and easily identify issues themselves, and we printed out the digipack in it's correct size so the group could get a feel as to what it'd actually look like.
It was overall very useful because the feedback let us refine our ideas and create synergy between them all so they all have the same themes.
These are the questions we asked the focus group:
1. What are your initial thoughts after seeing the digipack and website?
2. What genre do you think the band is?
3. What bands do you think are similar to the one in the video?
4. Do you think that the casting was right for the genre?
5. Do you think that the star image is similar across all of the products?
5. What do you think the narrative of the video is?
6. Would this video make you want to go out and buy the album?
7. Is there anything you think we can do to improve the products?
They said they thought that the colours were consistent (so I kept the theme the same) but they thought that the genre was more 'death metal' or heavy than what it actually is. This was mainly because of the skull which didn't quite fit with the other products, and a few of them suggested to make it more geometric or maybe put a TV on it. I took their advice and re-did the image on the front and inside-right. Instead of the skull I drew a TV with a geometric pattern inside it, which fits better with the band's star image.
This:
Became this:
It was brought to light that the album name could be interpreted as rude, so I changed that too to avoid any misinterpretation.
The website's overall look was liked by the focus group, but their feedback gave us the chance to make the transitions more smooth and make it look more sleek and less 'messy'. We also updated the logo so it fit with the album, and made the photo black and white and increased contrast to fit both the video and the digipak.
It went from this:
To this:
The video was already pretty much finished and wouldn't change that much, so we used the focus group to mainly make sure that the other two products fit with the look and feel of the video.
Summary:
All of this feedback was extremely useful in the development and production of our campaign. We tried to use as much of the feedback as possible in the shaping of our products, and found that it was helpful in making my promo more effective because it gave us a chance to make the products have better synergy concerning star image overall and look.
