Rough Cut: One Side Of The Story

This is our rough cut for the music video, One Side Of The Story:

Rough Cut Editing

After having the whole of Wednesday to edit, we have now done our rough cut of the music video for One Side of The Story. We were very pleased with the footage that we got from filming and it actually worked out better that we had the memory card issue the first week, because the weather was a lot nicer when we went back.

We stuck to conventions and did both performance and narrative in the video of the artist. We have intertwined both aspects throughout the video. 

The first part of editing encountered a problem, because the canvas window in Final Cut wasn't set up in HD, therefore we would lose a lot of the quality when we exported this. After trying to find a way around it we ended up having to start the editing agin, because you can't reset the video quality to clips you've already edited together. Luckily we had only done about 20 seconds when the problem was spotted and we were able to redo that bit fairly quickly. We just had to write down the points in which the original clips had been cut and find the same place in the clips imported to the new Final Cut file. Once that was sorted we didn't encounter any other problems and remembering how to use Final Cut Express wasn't too difficult, because we used it lot last year. 

Now we are working on our ancillary products for which we have decided to do a digipak and an advert for the digipak to go in the magazine. We took the photos for these whilst filming so we can start editing the images in Photoshop straight away.

Filming Report

The second time we went out filming went a lot better and we managed to get all our filming done. We decided to reshoot everything, because the weather was a lot different to when we went the week before and got a few shots. It turned out a better day to film anyway, because the sun was out and it gave us some really good shots as well as really good photos for our digipak. 

We spent a few ours at the location and got both performance and narrative shots of Jack. Although most of the shots were planned we got some other narrative shots that we thought would look good. For example, we set up the camera on the tripod facing the sun and left it there for over five minutes whilst we went to look for another place to film. Our plan is to speed this up in editing and use it, probably at the end of the video. 

We shouldn't need to go back and do more filming. We have a lot of footage to go through and decide what to use, so that shouldn't be an issue. Now we just need to start editing when we get back.

Weather forecast for filming (day 2)

This is the weather forecast for tomorrow when we are planning to film. The last couple of days has been torrential rain, but tomorrow should be dry and sunny, therefore filming is going ahead. It seems to be better weather than when we went last week, so hopefully we will get some good shots. The plan is to get all filming done tomorrow so next week can be fully dedicated to editing.

First Day of Filming

We started filming last Friday, but encountered problems when we came to it. Initially after struggling to find a time when we could do it, we settled on a Friday afternoon for a few hours before it got dark. However, we ran into problems just after we started to film. The memory cards we used had hidden footage on them that hadn't been deleted, because we couldn't see them on the camera. This meant that we couldn't do much filming before the cards had no memory left. We only managed to get three or four different shots. This has also meant that we haven't yet got the photographs we need for the digipak. So now we have to go back and film the rest this Friday and we can't do much editing this week. Once we figure out what shots we've got and what we have left to do we will probably spend the rest of this week doing planning for ancillary products. So far we just have a rough draft of a digipak and we haven't really thought about the advert yet. Next week we'll have to put in a lot of extra hours to make sure that the editing and rough cut are done  by the end of next week.

Risk Assessment

Call Sheet

Shot List

Costumes

We haven't given the artist any specific clothes that he needs to wear. Seeing as its an outside shoot in November we think it should just be practical. We have just said that whatever he's comfortable in is fine, because the target audience which primarily will be people of the same age will wear similar clothes anyway. 

New Storyboard

This is our new storyboard for our music video. We have gone with a mainly performance based video that will take place outside. We will intersperse performance of Jack and his guitar with more narrative shots of Jack walking through the location and similar ones. We won't need any extras or any props apart from Jack's guitar. This is so the focus is on the Jack and the music. 

Advert analysis

This advert was to advertise the new 30 Seconds To Mars album This Is War. The advert follows conventions by having the image on front of the CD cover on the advert so that it is easily recognisable for fans/viewers. The contrasting colour scheme of black, red and white is one that was used throughout the promotion of the album and so can be related to the band and this specific album, but has also been used on previous albums 30 Seconds to Mars and A Beautiful Lie. This colour scheme has therefore become an iconic feature of the band. The advert uses the star system by mentioning album collaborations with other artists, "Hurricane 2.0 featuring Kanye West". This could help get the record out to a new audience as Kanye West (hip hop/rap) is in a completely different genre to 30 Seconds To Mars (rock) and vice versa for Kanye West. This could also be said for the mention of the covers of big pop songs, "Bad Romance" and "Stronger". The advert also features symbols that relate to 30STM, like the triad symbol in the background and those underneath "out now".  This is a very conventional album advert, because everything that is done and used are things that can be related to the band already as they are already a well established band. 

Visually this advert is very different to the 30STM one and a lot of others I have looked at. This is a good thing as it means that it can be easily associated with the band, Coldplay. Again, iconography is used that can be linked to the band. For example, the font used and the block letters have been used throughout the album cycle, as has the bright colour scheme, which is even used on the instruments the band play to make them individual and unique. The title of the album is the largest text on the advert, to get the album title recognised and remembered by people who see it. Unlike the 30STM advert a star system isn't used, despite there being featured artists on the album like Rihanna who is a global star. This was probably a conscious decision by the marketing people, as Coldplay have been a global band for a while now and don't necessarily need other artists to put them at the forefront of music because they have already done that themselves, whereas 30STM, although established, are still quite reserved to the genre they're in. 

This is the only advert I've analysed that actually features the artist on the front. The image takes up the whole advert and the artist herself fills a lot of the page. This is a good marketing move, as this is to promote her debut album, therefore not a lot of people know who she is yet. Unlike both the other adverts which focus on the album title, this one has the artist name as the biggest text. This could be for the same reason as using an image of the artist for the advert. It gets the name recognised with the face of the artist. The font for the name and the album title is a simple san serif font, so that even at a glance it is easy to read and to know what the advert is about. The text also contrasts brightly against the background for the same reason, whereas I found the Coldplay one more difficult to read at a glance.