Final cut!

Final Digipak

Final Magazine Advert

Evaluation - Video Commentary - What have you learnt from your audience feedback?

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How effective is the combination of your main product and ancillary tasks?

Radio transcript

Presenter: Hello! I'm Josh Turner and welcome to the latest edition of 'Media Madness'! This week I are joined with an up and coming new director, Sophie Osborne, who will be talking to us all about how to make your own pieces of work effective and giving us some useful tips. Sophie, your most recent piece of work has been your music video for Eliza Doolittle - Pack up. I've also heard on the grapevine that you created all the marketing pieces for the project such as the magazine adverts and the whole digipak. Can you tell us how you made the combinaton of all these components effective?

Sophie: Well Josh, I believe that the digipak, magazine advertisement and the video itself for 'Pack up' all went together to create a good advertising campaign for the song. I produced them so they all followed the same style which was bright, colourful and mostly hand-drawn. I felt that these aspects would show the audience that they were all part of the same 'family' and make it easier for people to relate them to each other. This is often needed in todays music industry in order to help make singles 'sellable'.

Presenter: Great, so are there any particular factors that you used in the pieces to ensure they were effective?

Sophie: Of course. One particular factor that I wanted to keep similar throughout all parts was the mise en scene. I wanted to use bright contrasting colours such as purples and yellows as they really stood out against each other and this made it more eye catching. There are also connotations for using purple as the main colour on the front cover, as this colour is very royal and also is associated with nobility and spirituality. This is extremely relevant to the 'Pack up' narrative as in some ways the character is noble, and also spirituality can be represented in the fantasy that she is having about becoming self confident.

Presenter: I see yes, purple has always been my favourite colour.

Sophie: (laughs) Mine too! I suppose you could say the key theme throughout the combination of pieces was the idea of a fantasy world that the girl was dreaming about. In this fantasy she feels more self confident and generally better about herself, which is something I think a lot of young girls out there can relate to! I tried to replicate this idea within the digipak and the magazine advert. I used hand drawn art so that it looked and felt like the girl may have been drawing these herself in a 'doodle' like way.

Radio transcript cont.

Presenter: Excellent. I'm sure all the listeners out there are also dying to hear whether there were any risks you took? And whether these risks were effective or not?

Sophie: One thing that I personally didn't want to use in the production of my work was the use of screen shots, and where possible I didn't want to use any photography either. I thought that this would tie in well with the 'fantasy' theme, as photography would look too real, whereas a hand drawn picture looks like it has come straight out of someones imagination.

Presenter: Very understandable. But didn't you use photography in your magazine advert?

Sophie: This was one area that I thought it would work by using photography. You will notice that I did use other medias mixed with the photography to create an even more contrasting feel between 'real' and 'fantasy'. I wanted to make the image seem as though the character was in a daydream yet we can see what was going on in her head where all these random thoughts were flying around. Although some feedback I heard said they thought the piece was too busy; I think this is more realistic as people don't just have a simple thought in their head, they have lot's of random ones flying around.

Presenter: Okay. So, you've mentioned that you kept the theme of a fantasy world running through all the pieces. Would you be able to explain to the listeners some ways that you done this effectively?

Sophie: No problem. Even though I didn't take screen shots of the actual video to use for the digipak or magazine advert, I still tried to incorporate key themes from it such as trees, suns, flowers, grass etc. I feel that this made sections like the digipak especially more relatable to the song, which would then improve chances of it selling. If people can recognise that the front cover of the digipak relates to the video, then they are more likely to think "Ah I love that song!!" and purchase it. The fantasy world that she was dreaming of was also fun and bubbly; like the artist herself. This shows the audience what kind of personality, and what kind of music that artist may be heading to create in the future.

Presenter: I've got to say that one of my favourite aspects of the video has to be the different costumes and style that you gave the artist. Fancy giving us a quick tip on the fashion?

Sophie: There's really no specific style that I used over and over again. I did try and keep the whole image quite 'urban' as I felt that this is becoming bigger in music videos and audiences can relate to it, rather than if she was driving around in some flashy, designer car which realistically nobody can afford. The fashion used made made a complimentary contrast to the bright, bubbly setting around her and shows yet another side to her personality as an artist. The fashion can also be used as a way to draw audiences in. If someone is fashionable, young girls are more likely to watch what's on screen to get the latest fashion tips etc. I know I used to be one of those girls!

Presenter: There's some really good points there Sophie. I'm afraid that's all we have time for today though, you'll have to come back for another interview when you're next project is done?

Sophie: Definitely! It's a date.

Presenter: Lucky me! (laughs) Ok, you've been great Sophie but now it's time to get back to the music. Would you like to introduce the song for us?

Sophie: Sure! Here's Eliza Doolittle - Pack up, but be sure to go and check out the video too!!.....