Throughout my three products- my music video, digipak, and digipak advert, I used a consistent house theme. I created a 'brand identity' throughout my work. By having this consistent style a product can better be remembered, for its theme. I did this by using similar imagery, colours, and style. I decided to use a black and white filter in my digipak and digipak advert. The photograph I used in both products was from the music video, which was the protagonist in a grey suit, with a white background. Therefore, the filter did not alter the photo much, but just removed the very slight yellowish tint, and changed the protagonist's skin to grey.
For consistency I used this filter with everything on both the digipak, and digipak advert. I used black and white to signify both sophistication, and anxiety. These two themes are juxtaposed against each other to create a slightly odd connotation. The sophistication is signified to suggest gambling is classy. In addition, this signification could be to suggest that the product is classy, and of a high standard, to better market the digipak. However, the black and white also connotes that under the surface gambling is risky, and dangerous. These two connotations can be seen both ways, which is good as I want an audience to have their own interpretation. I used black and white for its connotations, but also for the aesthetic value. The digipak, and digipak advert appear as slick, and professional with this filter. The target audience for my music video is for someone of 18 years and older men, hence why this filter suits the need of my audience. If I was aiming for women, or a younger audience I would think about more colourful products.
Other ways I kept the consistency within my three products included the outfit worn by the protagonist, and the font choice. The digipak, and digipak advert both have white bold, simple font. This has been used as it appears clearly over the grey background, and fits in with the black and white theme. A simple font connotes a serious theme, and appeals to the older audience I am aiming at. The font is not stylised, just like the music video I created. Whereas, gambling is usually glamorised, I am signifying a more realistic, gritty approach. Hence, why a simple font connotes that reality is being shown. This is often seen in many forms of media when depicting something intended to appear as reality. For example, newspapers, and documentaries use non stylised fonts.
In both the digipak, and digipak advert I have used the same background. This background is grey with patterning of poker symbols, such as diamonds, and hearts. The background clearly denotes the theme of gambling to the audience, something they may not realise without the symbolism. The same is not true for the music video, which does not need to symbolise the theme. Instead watching the music video is overtly clear that the narrative of the video is centred around the protagonist gambling, with the use of props. Consistency is kept in this instance by having some form of symbolism in each product of gambling.
One of my strengths when comparing my main product and ancillary texts is the consistent 'brand identity' represented. When observing the three tasks it is clear that they are all related to the same singer, and song. Another strength, is the simplicity of the products. I decided to create the products with a lack of effects. Something not usually seen within music videos. I mostly did not stylise within the products, as to signify the grittiness of gambling. The black and white filter also signifies this to the audience.
With the music video I was very pleased with how the props turned out, as to create a poker scene. I think the poker table really set the scene, looking just like a real poker scene. The actual table was done well, however the chairs were not ideal. I used chairs from school, as I filmed the scene within our drama studio, which meant I was limited with my chair choice. This is one thing I did not think about when planning my music video. These chairs were mostly standard school chairs, which look a little out of place.
My favourite scene in my music video is one where the camera is stood upon the table behind an ashtray, looking at the protagonist. Within the ashtray is a smoking cigarette (actually a fake paper cigarette), which is in the foreground. I was pleased with both the angle, and the smoke which looked good with a slow motion effect. The angle I used is very low on the corner of the table, which creates the effect that the audience is actually in the action. In most videos wide shots are used, it is rare to see the camera so close to the middle of a scene. However, I was experimenting with different techniques, and wanted to signify a more gritty, realistic scene.
On the contrary, there are some improvements I would make if I were to create the music video, digipak, and digipak advert again. My main criticism are targeted at my music video. One weakness of my music video I think is the amount of slow motion I used. In my initial plans I was using a different song, which meant my plan was not intended for the song I eventually decided to use 'Writing's on the Wall'. I captured all of the intended shots around the gambling shots, but I realised I had too few shots when I came to editing. This was because my new song was longer. I had too few shots, which lead me to either adding more lip-syncing shots, or slowing some of my clips down. I intended to use slow motion within my music video originally, but not as much as I used in the end. Although the slowness of the clips fits with the slow pacing of the song, I feel that the videos pacing is too slow. If I were to do my music video again I would capture a vaster variety of shot types.
Another weakness of my music video is the age of my actors. I had planned for the protagonist to be 18 years old, but I originally envisaged the people around the gambling table as older than him. This would have connoted the binary opposites of age - young versus old. In addition, an older audience would create a more believable scene, and suggest more of a risk for the lead singer. However, due to casting issues I was unable to use older actors, which lead me to using all actors of the same age 18.
In addition, another weakness of my music video is the location. The drama studio was sufficient for my video, but I would have preferred a better location. I set the majority of my shots within the drama studio, because of the large empty space. The walls were lined with black curtains, which I think would have been better as a run-down looking brick wall. The ideal location would be a dark derelict looking basement, to really set the scene of underground gambling. However, the drama studio was the best location I could find.
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