Digi-pack and Magazine Advertisement

So now that I have finished filming and producing my music video, it's now time to evaluate and produce advertisement for my final product. 

The evaluation will come in a slightly later set of posts, but for now I'm going to look at how professional producers of similar forms plan and produce their products. The two advertising formats I'm going to produce are a Digi-pack and a front cover of a Magazine.

In the next few posts I'll be looking at how professional's format and design these products and then after extensive research I'll design my very own.

1970's & Green Screen Re-Shoots

We have edited the green screen footage, as you have seen in yesterday's post, and I'm extremely happy with how it turned out.
But there are a few little issues that we think we could improve further including the lighting and choreography of the scene.
So this Saturday after we've all met up to film the intro to the 1970's segment, I've suggested returning back to my house much like last time and to try and improve these little imperfection.

Last minute Schedule changes

Unfortunately the Pocket Watch I owned has been misplaced and we only realised this on our filming day intermission yesterday.
So we quickly sorted out getting our hands on an new one  and while we wait for postage, I made adjustments to the timetable.
With Moreton (1930 & 1970) being refilmed we have time to edit and plan what further improvements could be made.

Here is the new schedule for filming (Due to the Christmas Holidays and January Collage Mocks it has been hard to plan for days in the week to meet up)

Wednesday 28th of December- Liverpool 1890's & Present Day
Saturday 7th of January- Moreton Re-shoots
Saturday 14th of January- Green Screen Day
Saturday 21st of January- Moreton 1970's & Green Screen Day

Project Timeline: #3 Filming Schedule Latest Update

There's been a slight complication to the filming schedule...

Certain members of the group are unable to make Tuesday but are now able to film on Wednesday. And as the props and some of the costumes that we've ordered for the Victorian era apparently won't arrive until the 18th of December.
So I have had to quickly re-adjust the timetable accordingly.

Previous Schedule:
Saturday 17th of December- Go to Port Sunlight to film the 1957 scenes
Monday 19th of December- Go to Liverpool to film the 1897 and 2017 scenes
Tuesday 20th of December- Re-shoots day 1
Thursday 22nd of December- Re-shoots day 2

New Schedule:
Saturday 17th of December- Go to Port Sunlight to film the 1957 scenes
Monday 19th of December- Re-shoots day 1
Wednesday 21st of December- Go to Liverpool to film the 1897 and 2017 scenes
Thursday 22nd of December- Re-shoots day 2

Panic over- we're back on track and the schedule has been sorted.

Project Timeline: #2 Filming Schedule (& Edited Schedule)

Now that we have a very good idea of what song we're doing; and decisions of locations, costumes, props and performers have been finalised; I thought it would be important to start planning out the dates in which we will begin filming.


Saturday 10th of December- Go to Moreton to film the 1937 and 1977 scenes
Sunday 11th of December- Go to Liverpool to film the 1897 and 2017 scenes

Saturday 17th of December- Go to Port Sunlight to film the 1957 scenes
Sunday 18th of December- Fill in day to return to locations that we didn't finish filming




(Edit- 7th of December)

After talking with the group more we've decided that shooting in the Christmas holidays would be more practical than trying to meet up on a Sunday.
So this is the new updated schedule.



Saturday 10th of December- Go to Moreton to film the 1937 and 1977 scenes
Saturday 17th of December- Go to Port Sunlight to film the 1957 scenes
Monday 19th of December- Go to Liverpool to film the 1897 and 2017 scenes
Tuesday 20th of December- Re-shoots day
Thursday 22nd of December- Green Screen day

(You may see here that there's mention to a 'Green Screen day'- it is our last segment of filming that we intended to do and is a very recent development, but there will be a post tomorrow explaining it in full detail)

Example of My Target Audience

It is important to know when making any form of media intended for the public to know who that audience is.
Back in November I did an Audience Questionnaire to ask where people most commonly consume Popular music which informed me how people stay up to date with the latest songs and videos.

As my Music Video is a Pop Rock song it is most likely to be well received by teenagers and young adults due to this genre and as the lead performer in my video (Myself) is of similar age, it will mean it appeals to this audience type.

It also features multiple time periods which might cause naustauga in older audience members who might personally remember living in those times. The use of time periods might also further encourage younger viewers to watch and enjoy it as it might remind them of very popular shows like Peaky Blinders, Train Spotting and imagery from those times.

Planning for: Props

A task that I have given myself for planning for this video is trying to establish very quickly how our protagonist is the criminal of the song. So I have been thinking how to easily establish without any dialog or any complicated actions and I've found that using props will be the best way to help portray these ideas.

1890

Victorian Cigarette

Although at the time smoking was completely normal in Victorian society it is usually assumed that modern audiences would interpreted, aided by the loitering and untrusting outfit that he is the potential criminal. This is quite a heavy stereotype but throughout our music video we need to portray his 'villany' in a quick and easy to follow matter so by using these types it quickly gets the message across 

Pocket Watch

Our music video has a segment set in the late Victorian era. To show that the main character is actually a crook, we felt we needed to feature a crime. Since the song is called 'Cops and Robbers', we felt the crime should be theft. We decided it was best to have our protagonist steel a pocket watch. To save on costs, we decided to use a pocket watch already owed by a member of the group. Unfortunately, the watch is a Dr Who watch, but it is barely noticeable so we are just going to use it.

Cane

We are thinking about maybe having a cane in our video, since it gives something else for the character to do. We were initially planning on having the character spinning around an old lamppost, however we do not appear to have any old lampposts at any of our locations so we may have our character spinning around a cane. He would also be able slam it on the floor in time with one of the sounds in the song.

1930

Gun

We would like to have our 'mob boss' character loading a gun in his scene. We have access to a prop based on an M1911 which looks similar to the pistols found at the time. The only issue is that the barrel is orange, but we can easily fix that by painting it black.

1950

Flick Comb

For the 50's period of our production, we are going for the 'greaser' motif. This was, inspired by the film Grease, it made sense for our character to appear obsessed with his appearance. The best way to do this, as depicted in Grease, is to use a comb. Since we are saying this character is a criminal, we thought a flick comb was a good idea since it can appear thuggish (the audience will believe it is a knife) and then innocent, adding comic relief to the video, fitting the tone of the song.

1970
Beer Can

In the 70's section we wanted a different way to show that our protagonist is the criminal of the song so we decided to have him be drinking in public in the middle of the day which is usually thought to be socially frowned on and as he goes to perform the rest of his song he litters, throwing it away with no regards for the local neighbourhood.  

Planning for: Costume

So here are the many elements of the wardrobe that have been finalized. Previously you have seen the research I have done going into all the different time periods and trying to find common trends in the separate eras- and this post will give you an overview of all the costumes I will be using on screen, based on familiar archetypes of the decade.

1890

For every era we've used a familiar archetype of the time. For 1897 the character we've chosen to use Tom Shelby's 'look' from the TV show 'Peaky Blinders for reference. In the show he plays a similar role of criminal behaviour so I think he is a good source to refer to. 

A flat cap in a delivery boy style- which was popular around that time and the audience will without prompting be able to infer that the character is either old fashioned or they have traveled back in time to an older era. This style of hat is commonly associated with the middle and lower class of the Victorian era rather than the classical hot hat stereotypically worn by wealthy people.



A long Black trench over coat- This is suitable as the iconic Old Fashioned Victorian is infamously known for their long trench coats. Not only does it add another layer of complexity to the outfit, it also give a sense of sophistication that modern audiences relate to people of that time having with their 'fancy' canes, pocket watches and long trench coats. Even though the character himself in his time would be considered thuggish.

Underneath the trench coat, we'll have a grey suit (jacket and pants) that is in keeping with the dark monotone colours. But the grey of the suit, along with the grey of the flat cap will continue to make the overall outfit look murky and impure in the same way the character's criminal acts separate him from all the other

rich black suits
Like I just mentioned before, this adds an element of sophistication that we are biased to by seeing people in suits- by seeing him they will presume he is well educated, intelligent and well spoken. (Something the audience of Pop music would be familiar with)

And finally he'll be wearing black dressing shoes to finish off the look. They are a little detail and in the overall video probably won't even be noticed, but it would be noticed if the effort hadn't been made to make the out match in colour and style. Audience's would expect a complete and immersive costume.
It's like the classic Media production saying when it comes to the high attention to detail being like a good spice in a meal- "You don't notice it if it's there and done right, but you'd notice something wasn't quite right if it wasn't there, even if you didn't know what."

Police Officer

In the 1897 sequence we are planning on also having a Victorian Police Officer to move the Protagonist along (which in turn prompts him to begin singing the entire song)

So initially setting up this relationship between 'Cops and Robbers' is very important for the video as it goes through the ages so I feel that good thought has to be given into his costume.

For a reference we have picked the main character, Kevin Corcoran, from the TV show 'Copper'. Note that we're not trying to replicate this outfit to be 100%, I'm just using this character's costume as inspiration and as reference, but for example we'll not be using any jacket for our Copper. 

We're going to give him a brown top hat, a common fashion accessory in those times (that the audience will associate with this time period) and its also in keeping in line with the character in our narrative.

There will also be a brown waistcoat and a white shirt, audiences will again recognize the style of clothing from Victorian times. Once again this is in keeping to audiences' expectations and will help immerse them into the world of the video.

Also to ensure the audience can immediately identify him as a policemen, we'll give him a badge. I think this will help the audience immensely to identify him as the Copper. Unless this is well communicated the rest of the scene may go misunderstood or leave them confused.

Finally brown slacks and dress shoes to finish of the look. As a Police Officer they are in keeping with the audience's expectations of what an intelligent, hard working officer from the 1890's would appear to be.
With the garish bright colours of the waistcoat and top hat, I think it Characterizes this role extremely well in an almost cartoon manner making it easy for the audience to quickly grasp who this character is and his role in the video.

1930

For the 1937 I think that the most iconic 'villain' of the decade was the 'Mob Boss' stereotype. The Victorian criminal dressed in a worn down suit and a scruffy hat and coat. This suggests to the audience that he is a rouge like thug. Similarly I intend to play to common tropes of the times to inform the audience. They'll relate the 30's bosses as a well known criminal archetype.  

This is a very common representation and is associate with businessmen, especially organised master minds with the jacket and tie.
The slicked back hair is also an important part of the fashion in those days and will add o the look of the characters age and authority.

So for 1937 I think a slim fit ark blue suit would work best for the scene and character. The colour is dark enough so that it's in keeping with the audience's expectations of criminal master minds back then, but is slightly different and more interesting than the regular black or grey with are the outfits he would have had in the previous scene. And a character like this would want to distinguish himself from any other criminals in the business along with any 'henchmen' he would have that would be expected to wear the regular grunt uniform of black and white suits.

And to match the suit, and the 'mob boss' style of outfits I've picked out a red tie for the main singer to wear. Once again It's not to garish that it breaks the viewers' sense of immersion in the scene but is noticeable enough to make the character stand out from the rest of the regular mob boss characters.

1950

For 1957, I think that the Black Leather Biker is the most recognizable stereotype from the 50's. This look is unofficially the poster boy of the era being popularized by the 'Greaser' trope in films like Grease.

So to complete this look I've thought about what semiotics will be best to communicate the stereotype to the audience. Dark Sunglasses, a black leather jacket, small white t-shirt, blue denim jeans and large black motorcycle boots. These are typically associated with the 50's 

We also have a secondary character for this particular scene. A

We have another character in this period. A man who the criminal threatens. He is supposed to seem like an innocent man of the time. His outfit entails:

A regular shirt

Beige chino style trousers

1970

In the 1970's we are going for a loutish drug addict style look. We have found inspiration in the movie Train Spotting, specifically in the character of Mark Renton. we are making slight changes to the outfit, for example we will be using a completely different style of jacket. We will be using:

A different style flat cap- this type of hat was still very popular in the 70's

A beige Harrington bomber style jacket

A Magna T-shirt
(Magna was a cigarette company popular in the 1970's so it fits the character perfectly)

Light blue jeans
(Representing a more colourful palate that the audience will associate with the 70's- which is usually represented by media as extremely colourful)

Present Day

In the modern day section, we are going for more of a subtle criminal, acknowledging the rising level of cyber-crime. Thusly, we have found ourselves inspired by Elliot Alderson in Mr Robot. The essentials of the outfit are:

A Grey Hoodie

A dark rucksack

Dark jeans

(As it is in keeping with the idea of the dark outfit that he uses to blend in places especially at night time)

Planning for: Location

Here I'm going to be talking to you about the final agreed upon Locations for each time period.

(To give you a better idea of where the scenes will be filmed we used Google maps to show you where it is situated)

- In chronological order:

1890

Liverpool Industrial Area

For the Victorian era we think that the old industrial buildings would be an ideal area. Liverpool has many old factory buildings (some that were even built in the actual Victorian times) so the bricked structure of the walls will look authentic and well aged as the clay red-brown has faded significantly. And this kind of background and red-brown bricks are often associated with Victorian times making it easily recognisable to the audience. As we've found out in my research into Pop music, they rely heavily on quickly reliable and recognisable archetypes.  So by playing to their expectations of what a 1890's scene would look like I think this location would be ideal. Not only that the area is usually pretty quiet and remote so we will be able to film without much disturbance.

Making it a great contender for our 1897 section.

So those are the advantages. But as you may probably be able to tell there are some modern day elements at the scene which wouldn't help the authenticity of the scene.

Below you can see in the black boxes of all of the modern day technology that would create a problem for us.

After some thought I have come to the conclusion that due to the modern technology on the sight that trying to shot around it may be an added and unnecessary complication. And I think the fact that this is right next to a main road so even though there wont be many people or cars around, they are more likely to be on this road, this inconvenience would slow us down and take longer to film.

However the image below is on Saltney Street and it is near to the first location and therefor has all the same benefits of the first idea but not being next to a main road means it will be even less busy, noisy and there are hardly any modern technology and the few ones it has will be easily shot around.

1930

Indoors

We felt like we didn't want all of our scenes just to take place outside, as many main stream Pop videos do contain some sort of indoor and outdoor sequence. I think that the 1937 section would best suit the indoors as unlike all the other criminal stereotypes, the mafia and mob boss culture in the media is often associated with the indoors. Originally I offered to have the scene shot at my house, there's plenty of room to house 4 people and film, it can be a quiet working space with little interruptions, but I quickly realised that it was to modern and would feel out of place.

So instead Oliver volunteered his own house. It is a more traditional house than mine with ideal wallpaper, making it feel like it could actually be from the 1930's. It also has the advantages of being as quiet and easy for all of us to get to.

1950

 Port Sunlight Train Station

For the 1950's I think we need similar brickwork to the Victorian times but not nearly as

We will be using the train station at Port Sunlight for the '50s. The station still looks old, but unlike the rest of Port Sunlight it does not look so old as to be more suitable in an earlier time period. The only immediate problem is that there are likely to be cars parked outside and, even if we can get a shot with no cars in it, there may be cars reflected in the windows.

1970

Moreton

Sedgefield Road, Moreton, is a very ideal place to film our 70's section as the pale brown bricks and red fences and semi-detached council houses and storage sheds feel very in keeping with the era. The run down garage doors and brickwork, along with the alleyway (as you can see with these photos) I think really do capture what the audience's common perception of the decade.

It is a quite area and should make filming there an ease. And thanks to the alley we're able to encase ourselves very well within the time period and the claustrophobic nature matches the character's unstable mind state (another common association main stream audiences have with the stereotypical criminals of this time)

Present Day

Liverpool One

When thinking where we could film for our modern day era I tried to think of a place that was easily recognizable with modern day- so lots of integration with technology and modern architecture (metallic structures rather than any sort of brickwork- distinguishing it from the rest of the eras)

I also like the idea that this final sequence could be shot around night time or when the sun goes down. Being winter at the moment this happens at around about five o'clock so it won't be to impractical to organise. I think by shooting at night, especially in a well lit, 'Modern' area, the street lights will emphasize the technological advancements made from the last era.

I think This shot on-top of Liverpool one, and by Chavasse Park would be a great location to meet these requirements. It's also easy to get to, however, the fact that it is a popular area might make filming there a bit of a challenge so it's possible we should think of another location that'll be easier to film in.

The Liverpool Big Wheel

The Big Wheel, near the Albert Docks is another Possibility for the Modern Day section as it's a very familiar land mark and at night the area would be beautifully lighted. As said before Liverpool is easy for us to get to and although some people may be there it's nowhere as busy as Liverpool One. The signal shot we need for Modern day is a close up of the criminal in the hoody as he puts his hood up and walks away from the camera. If poisoned well we could have the wheel perfectly centre in the background adding to the shot.

Mood Board

Now our group has come to the decision on what song, genre and story we're going to do- I made this mood board which gives you a rough idea of what the feel and look of the video may be. It has helped me get a better idea of what type outfits, props and locations we may consider. But most of all it's helped strengthen my ideas of what the music video could possibly look like. Especially as the multiple eras adds another level of complexity.