EVALUATION | macenzie

In what ways does your media product use, develop or

challenge forms and conventions of real media products?

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

Through out the process of creating the music video and ancillary tasks i wanted to make sure there was a clear link between each one. This is an important element that I wanted to follow as I wanted all of the products to look as one and not as individuals. To do this i focused on an a particular element that i used when adding effects to the finalised video this being the use of colour correction. This was one of my main techniques used when editing. The use of this effect allowed me to intertwine a coloured video and a black and white video. I chose to use this effect as it added a spark of something different compared to a highly or low saturated video that can be commonly seen in indie rock music videos. Instead I chose to incorporate both elements as a way to link back to the editing and research.

With the main link between all products being the effect of colour correction I had to ensure that this was clear to the consumer. For example, i used one of the images i had used for a panel in my Digi pack as the main image for my poster. As a starting point this showed a clear link between them both however as a stand alone image it was not enough. With in the editing process to ensure the link was clear i used the colour correction tool on photo shop to create the image that you can see here:

I then added a small section of text in the top right hand corner of which I did for each panel to keep a consistent house style. I have highlighted this in the images to the left. I also used the same fonts through out which can also be seen on the poster. This adds an additional feature to the house style denoting to the audience that the branding is consistent and clear. I chose to use two different fonts and this was something I found was used through out my research. I have used a san serif and script/decorative font as they both fit together harmoniously to create a

Here is the same image but as a finished version for the poster. Here you can see the composition and placement of the text. 'The' uses the same type face that can be seen in the corner of each panel. The line used to separate the two words can also be seen through out which adds to the consistency of the house style. I chose to use this image for my poster as I think the aesthetic of the image coincides with the modern day indie rock genre. This can be interpreted through the connation's of the image suggesting freedom and individuality which are words that can be closely associated with the modern indie rock genre.

To ensure the front panel of the Digi pack linked with both the poster and music video I chose to use the colour correction tool to enhance the red nails and take away the saturation from the rest of the image. This enabled a clear transaction from a technique I used through out the editing process of the music video to the Digi pack. I chose to use red nails as the connotations of this colour suggest love and friendship which therefor supports the narrative and aesthetic of the music video. As well as this I chose to place 'The Avenue' in the centre of the image (this also being the centre of the book) to ensure the composition and rhythm of the image was equal therefore creating an aesthetically pleasing visual. Additionally, this also can be used as a link as this same graphic can be seen in the right hand corner of the poster and panels for the Digi pack.

What I can improve:

Although I have used the same image on both the poster and with in the Digi pack, it could perhaps be made clearer by the use of the this image being used on the front panel instead of one that cannot be seen with out buying the product. This therefore does show a consistent link between both products but it is not visual to the consumer when viewing this on the shelf. However. when deciding on the front panel image I decided to use an image that would represent the music video as the image used for poster does not correlate with that song but with another that can be seen on the song list which is located on the back panel.

Overall, I think the combination between the music video and ancillary tasks is clear to the consumer through the correlation of effects, typography and images. The audience are able to visually see the links between all products as a result of the use of props (this being the scrap book that can be seen on the front panel of the Dig pack). This denotes to the audience that those individual products are as one almost completing a brand.

what have you learned from your audience feedback?

Click Here to view Emaze presentaion

How did you use media technologies in the construction and research, planning and evaluation stages?

Here is a presentation regarding the Research process.

Here is a Canva presentation regarding the Planning process - click here to open in another tab

Here Is an example of how I used a few of the editing techniques I used during the editing process. The clip that can be seen in this video is not one I used in this way however I just wanted to show a few processes I went through when editing. The first thing I have shown in the screen recording is importing a clip into the file and then moving it into the sequence. This means I am now able to directly edit onto this clip. I then stretched the video to fit the frame. I had to do this with each clip as the camera settings did not match the exact frame that I was using on premier pro however, this did not affect the overall outcome of the video. One of the main editing techniques that I have shown in this video is the use of the ‘leave colour’ tool. To do this I simply dragged the effect to the clip I wanted to apply it to. I then went over to the affect tab where I could put the affect into use. To do this I used the droplet tool to select the precise colour I wanted to keep within the video clip. Once done this I made sure to change the setting from RGB to HUE as this meant the different tones of blue or in general the specific colour was picked up. I then changed the softness which altered how much noise could be seen with the crossover of the colour and black and white elements. Another element that I used a lot throughout the editing process was the duration/speed tool. In this video, you will be able to see how I carried this out. I right clicked on the clip I wanted to edit and chose the speed tab which I was then able to change the percentage (over 100 speeding it up, and below 100 slowing it down).

In this screen record, I have shown an example of how I made the colour select effect which you can see I have used on both my Digi pack and poster. In this video, I have demonstrated using one of the images I have used however, this wasn’t the final one I used this Is just an example of how I used the effect. First, I duplicated the layers creating three in total as I needed to keep to colours from the image. I then made the first layer black and white by pulling down the saturation. I then used the colour range tool where I could select the majority of one colour and copy the segment I had selected whilst deleting the layer I had used completely meaning the section with the colour I wanted keep was still there. I then repeated this on the other layer where I used the colour range tool to select the other colour in the image (in this case yellow). The number of layers I had would depend on the number of colours I wanted to keep. For example, the ferric wheel image I had to use several layers as there was more than two colours I needed to keep. After getting rid of the rest of the image this left me with the black and white image with the pink and yellow segments layered on top creating the selective colour effect. In addition to this I also chose to change the vibrancy and hue levels as I wanted to change the colour of the yellow to a more urban and modern colour, in this case a blue/green tone.