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1. Evaluation
Ewan Wild

2. Production Process
Evaluation

3. Research
My research had both strengths and weaknesses to it, but I think all in all
it was quite strong. A strength of my research is that all the techniques I
researched were useful to me and areas that I wanted to do myself. For
example, my research on Baby Driver was useful to me as they did actions
to the beats of music, just like I needed to do. It helped my product as
these examples gave me an idea of how to use the different techniques I
wanted to use, and so it contributed to making my video better.
A weakness however, is the fact that I used two movies for my research.
Although they gave me good techniques that I could use, the fact that
they’re movies might have different conventions to music videos. This
could have potentially hurt my video, and make it more like a short film
than a music video. Next time, I could stick to doing research on other
music videos of a similar genre, then I know the conventions of my
research will be similar to mine. In turn, that will improve my video and
make it more realistic in contrast to other music videos of a similar music
genre.

4. Planning
Planning was the first part of my music video that I did. My initial plans were
first, and then later was pre-production, more in depth planning on my final
piece. My biggest strength was that I had three strong ideas for different
music videos. It helped because I wasn’t set on just one idea, I had a variety
that I was happy with, and any would’ve made a good final video. Another
strength was the detail I went into for my shot list when planning my final
idea in pre-production. The shot list allowed me to know exactly what I was
doing, which made filming a lot quicker, as well as giving me more than
enough footage.
A weakness of my planning was the mind maps I made. I didn’t include very
much detail in them, and after making them I just didn’t use them at all as
they were no use to me. Next time I will put more work into the mind maps
and so they will be useful to me after I’ve finished them, as every bit of
information I make and use is useful to me. I feel like my final idea would’ve
been more intact and solid if I had a better mind map, and so my pre-
production work would have had a more clear image of my final piece.

5. Time Management
Time management was probably one of the things I handled best when
making a music video. All my powerpoints and other bits of work were all
finished in time, and I was never running late to finish anything. However,
with extra time I feel like I could’ve done more to improve my grade, but I
believe there’s always room for improvement. One of my weaker areas
during my projects is research, so if we had more time I would mainly
focus on this part, but more time to film would have also been a big area
for me, as I felt slightly rushed due to the fact I only had one day where I
could film it.

6. Technical Qualities - camera
These two shots are both similar and at the same time, very different. My video
use the door to show how she is close off. The fact that it isn’t perfectly straight
shows how her life isn’t balanced, and everything is a bit off. This shot from the
my blood video shows how the two are separated, completely different in
personalities and every other way. Using background objects to portray a
message is a very good thing to have in a music video. I think it adds detail to a
story, something that couldn’t be done in any other way as these are limited for
time and sounds. It is by far the best way to portray emotions other than the
actor and does it in a different way to what is seen as normal in a story.

7. Technical Qualities – editing/post
Both of these transitions
are done through good
editing after the video was
shot. Although they are
slightly different, they are
done in the same way. In
the top one, they use a
wall to stop as the cutting
point, then they use a
different scene and make it
look like the same one.
Mine on the other hand transitions to a different time, when the curtains are
closed everything goes black, and then it rises out from the keyboard. The
difference between the two is that the top one tries to show it as the same shot
whereas mine doesn’t, although both use a block in an attempt to transition
smoothly, the top using the wall and mine using darkness.

8. Aesthetic Qualities
The aesthetic qualities that I like are ones that
meant something. For example the shot I
made to the left shows emotion without using
words or facial expressions of the actress. I
think that this was a more creative way of
portraying feelings and is one of my favourite
shots in my music video. A weakness of the
aesthetics was any shot where I had to use the
camera with just my hands. I was too shaky
when doing this and it made the shot not
nearly as good as it could as been. Next time I
will either get someone else to do the
camerawork or get a shoulder mount to make
a more steady shot

9. Audience Appeal
I think it did appeal to my target audience. The main part that appeals to my
audience, as said on my proposal, was the fact that it isn’t just a music video,
it’s a story. Not just that, but it can be viewed in different ways. People can have
different opinions on what the music video means.
As I said in my proposal, my music video would
more be tailored to males as there are parts with
blood. I followed this and still added parts with
blood, making my audience more male than female.

10. Peer
Feedback

11. Feedback 1
• What did you like about the product?
• It told a story well
• Had a wide variety of shots
• What improvements could have been made to the product?
• More stable camera. (When doing the camera by hand, make it less shaky
next time)

12. Feedback 2
• What did you like about the product?
• There’s a wide variety of shots that each tell something different
• What improvements could have been made to the product?
• The colour is sometimes off and doesn’t look natural
• Some cuts are slightly out of time to the song

13. Feedback 3
• What did you like about the product?
• The shots were good. There was a lot of different ones and they meant more
than just showing the position of the camera
• What improvements could have been made to the product?
• The lip synch towards the end is slightly out.
• Make the camera a bit more still

14. Peer Feedback Summary
• What do you agree with from your peer feedback?
• I agree with most of the feedback I got. Everything that was said had a
reason for being said and I have taken it all on board and will take everything
into account. I wasn’t great with the camera and next time I will be more
careful in keeping it still.
• What do you disagree with from your peer feedback?
• I think the colours I made in editing were fine. They weren’t amazing,
however they did a good job of putting the point across that it is night time.
However, everything else on my feedback is fair and correct, both the good
areas and the bad

15. Peer Feedback Summary
After listening to my feedback, I know what changes I would make. I
would take more time on the shots to try and get the camera more
still, as at times I was careless and that led to some shots being more
shaky than I wanted them to be. I would also try to do a better job on
the lip synching, as the final one I went with was weak and could have
been drastically improved. Finally, I would take more time to edit my
project, so I can make the colours look better as well as the cuts, and
give them a more natural feeling.

16. Action Plan for future development
In the future to fix these problems I have come across, I will make
more use of the tools I have. For example, next time I will also book
out a shoulder mount which will hopefully in turn make the camera
more still when I have to move with it.
I will also use more help for the editing if I need it. If I am unsure of
something I will find a way to do it, instead of doing it a different way.
This can be applied to the colours as there could be a better way of
changing the colours of a shot which will look better than the way I did
it.