Script for task 4

1. Grace:
For our A level coursework we made a promotional campaign
which consisted of a digitally edited music video, a photoshop
design Cd digipak and Wix web homepage for the artist Neveah.
This commentary will focus on the use of digital technology we
used in the production day for our music video and the post-
production editing process.
Dom:
At the beginning of the shoot day we had to create the set by
draping large sheets for the top of the studio, as well as prepare the
digital image projectors, so that they were positioned correctly, in
focus, and were able to project the images with good image
quality and resolution.
For the images of earth water, fire and air, we found footage on a
specialized stock website.
These images were sourced using the website called Video Hive.
These images were high quality 720 pixel quality – good enough
for a semi-professional music video shoot. These copyrighted
images were purchased and downloaded prior to the shoot day.

2. India:
The camera we used for the shoot was the Sony FS-100 HD
camcorder, which was filming at 50fps, so if we wanted to in post-
production, we could create the slow motion effect – which we
later on decided not to.
The camera had an interchangeable lens system, so we used an
18mm for wide shots and a 25 mm for mid shots. We also had a
50mm for close-ups and extreme close-ups.
At the start of each take we had a playback, used to help match the
audio with the footage in post-production. This was a time saving
device which enabled us to match the visual to the beat of the song.
Grace:
In post- production the first step that we made was uploading the
footage to computers with Mac software installed. The editing
software we used was called Adobe Premiere Pro.
We transferred the footage onto Premiere Pro via an Sd card, and
sorted through what we got. We decided to put the footage we got
into folders (Bins) and this let us organise them them into shot
types (e.g wide shot, close up, mid shot and tracking shot) to start
an offline edit. We also organised them into what elements they

3. were (e.g fire, water, air and earth), this would help us when we
needed to edit the video and find shots quickly.
The selected shots were then laid onto a timeline and these
matched the time code on the digital clapperboard in shot on each
clip to the same time code imported with the track into the
project.
Dom:
We also created markers, allowing us to cut our song to the
beat. Using the razor tool we could effectively trim and cut
footage in a very precise way matching action and lip syncing the
video –for example on the chorus when we had a close up.
The use of the timeline and different layers in editing enabled us to
cross-cut between a dance performance and the artist –an
important technical convention of the music video. The offline edit
was a way to be creative and disciplined at the same time – cutting
a wide imagination of shots technically to the beat of the song – a
truly digital innovation!
Premiere Pro enabled us to easily edit out video and put the
footage to the music, we were able to easily sync up the footage
because of the clapper we used (which was an iPad) in production.

4. India:
In editing we also had to color balance this was to make sure all
the shots looked the same, we put a blue tint on our video and
upped the contrast so the projections stood out more. This
provided consistency to the overall look of the video. Using the
color selecting tool we were able to grade across different shots –
making the product fit for purpose.
This process has enabled us to become more confident prosumers
of media texts, we can see this by the fact we were then able to
export the file and upload it onto YouTube for our audience to see.
Through the process our creativity had developed through some of
the decisions that we had to make when it came to set; costume,
lighting, as well as trying to incorporate the star image thought-out.
We feel that all of us have become more technically skilled are
now more comfortable with the concept of being a prosumer.