Over the entire process of developing our products, there have been multiple steps where we have been given feedback either from peers, teachers or other members of my groups. I have documented each of these steps in the process in various posts.
Over the summer I came up with ideas for music campaigns for three artists. These were: Banks, The Amazons and Newton Faulkner. I went on to choose specific songs that I could develop ideas too. These included:
— Waiting Game by Banks
— Black Magic by The Amazons
— Get Free by Newton Faulkner
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A screenshot from my blog
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Here are the links to the full blog posts:
Waiting Game: https://orianapoolesmedia.blogspot.co.uk/2017/09/music-video-idea-1-waiting-game.html
Black Magic: https://orianapoolesmedia.blogspot.co.uk/2017/09/music-video-idea-3-black-magic.html
Get Free: https://orianapoolesmedia.blogspot.co.uk/2017/09/music-video-idea-2-get-free.html
In September, I prepared to pitch two of my ideas to my class in order to receive feedback.
These were ‘Waiting Game’ by Banks and ‘Get Free’ by Newton Faulkner as I thought they were the two ideas that were slightly more developed.
My feedback was overall rather positive with people liking the colour scheme in my ideas as well as the care I’d taken in choosing the types of lighting I wanted to use and why. The main criticism was thinking about the logistics of the ideas. Here was some of the feedback I received:
https://orianapoolesmedia.blogspot.co.uk/2017/09/feedback-from-individual-pitch.html
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A screenshot from my blog
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After pitching my ideas, I was put into my production group, a group of people who have a compatible work ethic as well as all having a similar outlook on the type of video we wanted to make.
In our first group meeting, we discussed each other's ideas in more detail and discussed what we thought we the strengths and weakness of them. We thought that through doing this we could find a way of compiling elements from each person's original pitches to create our concept. By the time we had our second meeting, we’d decided to follow through using my idea for Waiting Game by Banks as a template incorporating an element from my other idea as well as adding details from Eden and Eddie’s pitches. This idea was then adapted, altered and developed over the next three months of pre-production.
https://orianapoolesmedia.blogspot.co.uk/2017/09/altering-our-first-element-part-2.html
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A screenshot from my blog
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After completing of the initial concept, we created a ‘Treatment’ for the creative producer. As a group, we had visualised how we wanted each element to look and what the artist and dancers would be wearing and doing in each but it was going to be hard to enable someone else to see eye to eye with us. Our treatment had to be visual and we all had to be on the same page. As well as creating a presentation, we printed off all the images and created a pack for the producer to look back on when considering the idea.
https://orianapoolesmedia.blogspot.co.uk/2017/09/treatment.html
https://orianapoolesmedia.blogspot.co.uk/2017/09/treatment-feedback_26.html
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A screenshot from my blog
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https://orianapoolesmedia.blogspot.co.uk/2017/09/treatment-feedback_26.html
From this feedback, we came back together as a group and decided on what needed changing and how as well as what was deemed as good and was given the green light for development. We all conducted research into various things such as the styles of dance used, the editing techniques we could explore and how we could use the camera in more visually intriguing ways.
One specific detail that we were told to change was the length of the song. It was slightly too long so we had to cut a small part out. We all listened to the song over and over, listing the times where we felt something could be cut. I created a brief list of key moments in the song and how long they lasted. From this, we could see where the clearest cuts could be made. Using Adobe Premiere Pro, we made a mockup of the cuts ready to show the producer before making the final edit.
https://orianapoolesmedia.blogspot.co.uk/2017/09/timeline.html
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A screenshot from my blog
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https://orianapoolesmedia.blogspot.co.uk/2017/09/timeline.html
At this time we had also started conducting test shoots for the artist, auditions potential performers, seeing if they could lip sync well and if the suited the image we were going for. We then conducted auditions for the dancers where I taught them some of the dances I’d choreographed for the video. After each one of these, we as a group sat together and discussed our opinions of the performers as to who looked best together and who suited the image best. Although at this stage we didn’t receive feedback from our teachers, we all gave feedback as to how we felt the auditions went.
The footage from our test shoot:
Our feedback from test shoot:
Our decision from test shoot:
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Footage from our dance auditions:
Feedback and decisions from the dance audition:
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| A screenshot from my blog |
https://orianapoolesmedia.blogspot.co.uk/2017/10/casting-test-shoot-for-our-artist.html
https://orianapoolesmedia.blogspot.co.uk/2017/10/casting-first-auditions-for-our-dancers.html
https://orianapoolesmedia.blogspot.co.uk/2017/10/casting-test-shoot-feedback-and.html
https://orianapoolesmedia.blogspot.co.uk/2017/10/casting-audition-feedback-and-decisions.html
Once we’d completed this research and seen our performers, gaining a better understanding of what we wanted to achieve, the next step was to create a storyboard. Eddie completed the drawings whilst Eden and I drew up a simple shot list which was developed in far more detail. Below are images from my blog of Eddie drawing as well as the completed storyboard:
https://orianapoolesmedia.blogspot.co.uk/2017/11/storyboarding-complete.html
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| A screenshot from my blog |
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| A screenshot from my blog |
https://orianapoolesmedia.blogspot.co.uk/2017/11/storyboarding-complete.html
We extended the task of creating a storyboard to then creating an animatic storyboard, using a timeline that we’d created as well as photos of the drawings and cut them on Adobe Premiere Pro to the song. This allowed us to get very visual draft of our concept and see if there were any last changes we wanted to make.
This visualisation of our concept allowed us to receive feedback from our teacher about how to go about filming each element and also when to reveal each new element.
https://orianapoolesmedia.blogspot.co.uk/2017/10/animatic-storyboard.html
It was important to hold some rehearsals for the dancers before the shoot so that they knew what they needed to as well as enabling us to have a deeper insight into the shots we can use. We compiled a small video to document the process:
After this rehearsal, Eden and I shared to video with our teacher and Eddie:
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https://orianapoolesmedia.blogspot.co.uk/2017/11/rehearsals-dancers-in-second-element.html
This helped as I continued to develop the choreography, adapting to their camera ideas as well as the genre of the song.
As well as developing our video ideas, we had to correlate all of the ideas for the digipak design. We began this process by sketching individual drafts of what we thought in our opinion could work. Using various pictures and photoshop, we digitalised our sketches to visually see the ideas. From here we gave each other feedback as to what we liked, what we thought didn't work and what we wanted to carry through to the final draft. Below are screenshots from previous posts displaying this process:
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https://orianapoolesmedia.blogspot.co.uk/2017/11/sketching-my-album-artwork.html
https://orianapoolesmedia.blogspot.co.uk/2017/11/album-artwork-comparing-our-first.html
Similarly, with designing the website, we all sketched or created a digital draft of how we envisioned. Again, there were similarities and differences, both of which helped not only develop the final product but also helped us further establish the aesthetic and style that we wanted to be weaved into our campaign. Here are screenshots of the drafts:
My design:
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Eddie's design:
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Eden's design:
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https://orianapoolesmedia.blogspot.co.uk/2017/11/website-initial-draft.html
We discussed our ideas and looked through templates provided by Wix deciding on which one we felt suited our concept most. As it was my role to create the website, I sent various drafts of the process to my group receiving feedback from my group along the way.
https://orianapoolesmedia.blogspot.co.uk/2017/12/constructing-website.html
The final time when we received feedback was in production when we conducted our focus group. This was a process that enabled us to step out of our little bubble of ideas and see how an audience felt about them. There were things that we felt established the genre or worked well in terms of the overall style that the focus group didn’t always agree with. Below is our focus group:
Before presenting our products, this is what they looked like:
We created graphs enabling us to view the data from the focus group feedback helped us identify the areas that we needed to alter.
The audience feedback was particularly helpful in establishing the areas that presented confusion within the genre. It was good however to also good to know what the audience liked about each product, getting a better understanding of what engages them and how we could enhance this over the three products. As we still had time to develop our products, we could make small alterations to the album cover with another photo shoot making her seem more inviting and create a signature for both the album and website.
After listening to our feedback, we took our products back to the drawing board and made some alterations. This is what our products looked like after:
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