Evaluation

Whatwasthethemeofyourprojectandwhat
attractedyoutoit?
The theme of my project is blending two opposite clothing aesthetics under one brand. I did by making
separate videos for each aesthetic. The first aesthetic is dark and moody, which fits into the y2k fashion
style as well as the high fashion style. The second theme of my project is a bright, vibrant, joyful
summer style, which this is paired with the dapper traveler style. I feel this works well as certain shots
being over exposed makes the shots look better as it gives it a grungier esthetic .
The positives of my theme are it gives me a lot of range of aesthetics and style to work with along with
experimenting with the editing styles to fit each videos aesthetic as only a few techniques can overlap.
The negatives of my theme is it trying to combine two drastically different styles under one brand. It is
hard to make it come across to the viewer and the theme can be lost in the interpretation of this. The
way I would improve my theme idea is to make the theme on a smaller scale based on the time frame
and not to let the actual theme get lost or misconstrued with the actual products.

Howdidyoudevelopandimproveyourideas
throughouttheproject?
The way I developed and improved my ideas throughout the project was by slowly cutting out pieces of
work that won't have been possible to complete within the actual time frame. An example of this is that
I said that I could potentially make smaller separate videos. These would have required more time to
film, and edit, in an already tight schedule. I also improved my ideas from the pre-proposal to the
proposal by building on what I wanted to create during the allotted time frame of around a year.
The positives of my development of ideas is where you can see the refinement of my ideas throughout my
work.
The negatives of my development of ideas through my project where the idea didn't really become exactly
clear until I did the planning for the video.

Howdidyoufeelabouttheprojectbeforeyou
started?
I felt that I had a general idea of what I wanted to create, but not a pinpoint accurate idea
of what I really wanted to make. I knew I wanted to make at least a video and some
posters about fashion, but beyond that I didn't have a clear idea. I also took into account
the things I had learnt from my FMP in Year 1 and wanted to build on those skills. Once I
had made the Pre-Proposal, it gave me a further clarity of what I wanted to make but I
hadn't particularly thought out the finer details of the project. I made the pre-proposal the
summer before, so I had some time over the summer to think about it. It had been just
under a year before I had made it which made me have a lot more focus with the idea and I
couldn't see myself doing anything else.

Whatdoyouthinkaboutyourprojectdevelopment
andhowdidithelpyoutorefineyouridea?
The project development helped me to refine my idea by showing what would
and wouldn't have been possible to achieve within the time frame that had been
set (as well as losing a production week from the schedule). I reassessed what I
could achieve, so I cut out ideas that I had; for example, I had planned on
making shorter clips but after looking at my schedule I realized that the quality
is much more important than the quantity, so I decided only make two videos
and two posters.

Didyoucollaborateonyourprojectorengage
contributors,etc?
I did have two contributors to my project; my two friends Alfie and Antony. I used
them as my models for the project, asking them to dress in their respective styles to
show the different styles off. They both also have unofficial experience in modelling,
as well as Alfie being used in one my previous projects as a model, their experiences
along with their style made them the perfect contributors for my project. Alfie had
more availability than Antony as Antony could only film on one day in the second
week of the Easter holiday. My directing skills were also put into practice as Antony
required a little more direction than Alfie when it came to shooting, as Alfie did most
shots more naturally than Antony.
Prior to filming I also carried out a questionnaire, which was completed by some class
members.

Pre-Proposal
My pre-proposal was my initial ideas for my production and what genre
and topic I want it to be about.
The positives of my pre-proposal are that it gave me a lot more of a
genre idea of what I wanted to make and what the subject matter was
going to be about. It also helped me to generate ideas about what to
make such as videos, what styles of fashion I wanted to make the
videos about and even what name I should give to the brand.
The negatives of my pre-proposal was I made it so early some of the
ideas I had didn't work or were dropped quickly. In addition, it didn’t
give much of a plan to the project, more if an idea of what I want in it.
The way I would improve my pre-proposal would be to add more details
to give a rough sketch of what I want this project to look like, such as
what editing styles I would use and what clothes I wanted to use.

Proposal
My proposal was the beginning of my planning and my rough idea of the
project and how the project should come together with an indication of what I
want the final product to look like.
On the one hand I liked my proposal because it gave the blueprint of what I
wanted to make and how I should put it together. Another thing I liked was
how I left my plan open so that with research I could leave room for the
results to influence my idea and to see if my work rate would be fast enough
to keep up with the project.
On the other hand, I didn’t like my proposal because it lacked detail,
especially in the schedule of the project. This showed a lack of organisation
and planning and didn't give a blueprint for my schedule, so I had to alter
project schedule. Another point that I didn’t like in my proposal was the way
I explained the project concept and what the business type the concept was
for, I feel it wasn’t clear to others reading the proposal.
The way I would improve this would be by adding more detail and giving a
bit more of skeleton of what the work is going to look like, to give myself a bit
more direction of what I wanted to make in order to push myself further into
a genre idea. As mentioned about I would make the business concept clearer.

Contextual Research
My contextual research was to analyse other creative directors of
different creative platforms, for example music video directors, fashion
designers, clothing brands, directors and artists. This gave me ideas into
how to style and began to give me ideas of what I wanted to make and
how I wanted to display my work in a unique style.
The positive of doing my context research is that I understand how
people in that creative industry work and are inspired and looking at
those inspirations and seeing if they can inspire me.
The negatives of doing my contextual research is it is very general in the
description of the creators and their work and doesn't go into much
detail about the work or the creative directors work themselves.
The way I would improve my contextual research would be by looking at
the background of the creative directors of the brands or productions and
seeing what they could have used as inspiration.

Research
My research was focused on building from my contextual research and
was organised to look in greater depth into the work of the people in
marketing the clothing industry as well as researching different
components of my production for instance the audience, music,
and production.
The positives of my research was looking in detail into existing products
as well as considering their audience and who would consume the
product. This was achieved by looking at the price range of the product
and the way it has been styled in the video.
The negatives of my research was the market research. I looked at the
UK clothing industry, but I feel I should have gone into greater depth
with this in order to see how competitive the market is and the main
brands that exist in the market along with how I would follow the
trends.
The way I would improve my research would be to look at the market
and see what successful brands are using to promote themselves and

Problem solving
My problem-solving document was created to make me prepared for any
potential issues that may come up, this was to ensure I could fix these issues,
so as not to delay production.
The positives of this were having a contingency plan in place to already have
a possible solution to any of my issues. Another positive of my problem-
solving document was I was able to experiment and try to create new things,
thus increase my knowledge of my chosen area, enabling myself to use the
skills I have learned, implement them into my work but have the ability to
work my way through and solve any problems. This also led to an increase in
production time.
The negatives were my ‘technique problems slide’ which wasn't detailed
enough, this didn't help me outline what my potential issues could be in my
work, from my current skill set. This lack of detail was potentially
detrimental with me not going into detail with these issues. It raised the bar
for work, I thought I could do compared to how much was realistically
achievable.
The way I would improve my problem solving would be by putting more detail
into my potential issues since my work relied on it in case anything went
wrong along with how I could sort the issue, which would be critical to my
work.

Planning
My planning involved me taking all my previous work and putting it into my
planning document. I designed my plan to be the skeleton/framework of the project
and left it flexible so potential issues that may come up could be delt with using my
problem-solving slide and made sure I tried to be prepared for them.
The positives of my planning was the detail of the design, I had a very clear idea of
how I wanted the product to be stylised through the editing process. Another
positive was I had made "scripts" (plans) of I how I wanted the final product to look
and how it should be styled through the filming and editing.
The negatives of my planning was the shot list wasn't very detailed, with only few
shots for each of the videos and with more of a generalisation of the shot rather
than it being described in detail. Another issue is the schedule, like the shot list,
lacks detail, but the general plan was there it just needed more work adding to it.
The way I would improve my work would be by making sure my shot list would
include more detail as well as saying I will get b-roll with more natural clips as my
models could make a shot look a lot better and it may have not been planned.

Production- posters
The posters I made for each style were similar, by taking pictures from the photo shoot,
cutting out the models from each shot and stylise them in the way the ASOS fashion video
was; with shots overlaying each other. I thought I could combine this idea into a print
format.
The first poster is of the model from video 1 and their clothes in the first release of the
brand. The positives of the poster are the way its styled and the way it shows each item of
clothing in an indirect way, for example the cut out of the chain hanging is stylistically
appealing, as well as there being a direct close-up of the chain.
The negatives of this poster is the branding on it as the Aylien's Castle logo doesn't really fit
onto the poster and looks like it has just been placed there out of necessity. The way I would
improve this would be to move the logo to the bottom of the poster and to have the base of
the castle line up with the bottom of the poster as well to make it a little less central.
The second poster is based off the model from video 2 and their clothes are for the collection
Intermission. The positives of the poster is the there is slightly fewer cut outs, so it seems
less cluttered. The negatives of the poster are there is less variety, and it doesn't show all the
different clothing items unlike the first poster. The way I would improve my work would be
by adding shots of accessories as I did with the chain.

Production-posterstechnicalanalysis
The technical way I created my posters were similar. I took photos in the studio of Antony and
Alfie in their different styles of clothes, and I cut out the images using photoshop then placed
them over a base image to create the desired effect similar to the ASOS style.
The positives of my production style was it was simple to create the posters which created the
desired effect.
The negatives of my production was the cutting out of the models and their clothing items, for
example when cutting out the skull chain for the first poster, it was hard to cut the black out of
the loops in the chain and for the chain not to take a chunk of the shirt out with it.
The way I would improve my work would be by refining my work to make it out to be of higher
production value and to be able to produce the work faster.

Production-video1(brandlaunch)
Video 1 is for the brand launch for Aylien's Castle. This video is designed to display clothes
that are coming soon with the brand. This displayed through the ‘coming soon’ images at
the end of the video.
The positives of video 1 are the effects throughout the whole video, which makes the video
visually engaging for the audience. An example of this would be after the slow-motion
introduction, then the fast-paced image sequence. This is incredibly engaging for the target
audience.
The negatives of video 1 are it is hard to tell what it is at first and although it is visually
engaging, I feel it is a too long.
The improvements I would make to video 1 would be to make it look cleared to the
audience, what the project is, as well as maybe turning it into shorter segments for social
media use such as Instagram.

Production-video1(brandlaunch)
technicalanalysis
The technical way in which this project was made was by filming it on 3 separate days, using different
locations. After getting the footage, and images, I edited them and put them into a video on Premier
Pro. The main techniques used were animation fast jumping cuts and transitions to other clips.
The positives of video 1 is when the beat drops, then all the images come up in one sequence, very fast,
which grabs the viewers' attention. This effect was relatively simple to create, it was achieved by
setting all images frames to 2 frames, this made the images run faster. I put all these images into a
sequence, which made them easier to handled, rather than my previous technique, which was to put the
images into Premier Pro individually. In addition, the images were put in order of oldest to newest, with
some of the blurry picture's working with the proper still images to create an image of the model
moving.
The negatives of my technical work are my animations as they take so long to make and put together. I
felt this really slowed down the production. This is because I make the pictures, save them, then must
place them in the correct order in Premier Pro, in order for the animation to flow.
The way I would improve my work would be to find free or affordable techniques to implement my scrap
book style with less tedious effort having to be put in.

Production-video2(intermission
collection launch)
Video 2 the Intermission collection launch is a video designed for a collection drop by Aylien’s Castle
called Intermission. This video is to show what the model is wearing as well as being captivating to
my target audience.
The positives of this video are that I made the aesthetic and style that I had originally planned to do,
which encapsulates the original vison.
The negatives are like video 1, in that it is hard to understand what the video is, but it has been
commented that it is easier to understand than video 1 as the clothes are displayed more clearly.
The way I would improve my work would be plain shots of the items of clothing to make the brand
appear a lot clearer to the audience.

Production-video2(intermission
collection launch)technicalanalysis
The technical way I made this production was by shooting on two days. The first day was a day in
college and I shot in the studio. The main shots I got were photos of the model, which could be used
in animations as well as footage of the model slowly coming into focus. The second day was on
location in Stamford Bridge and York. On this day I got footage of the model as well as pictures;
these were all to add to the video. Once I was back in college, I began editing the footage together on
Premier Pro. The main effects I used were animation which was done using Photoshop and Premier
Pro, as well as incorporating my work with aftereffects into the work; then adding them to my
project.
The positives of my production were, making the animation at the start and how I made it transition
through the glasses into footage at the start. This motion is very fluid and made completely by me.
The negatives of my production are I didn't pay much attention to how long the song was and
therefore had to cut down on the run time. In addition, I would also get more b-roll shots.
The way I would improve this production would be to get more shots and get a wider range of shots
to put into the video as well as taking of the song I would use.

Timemanagement
The way I managed my time was by prioritising what I could not get done outside of college. An
example would be editing and would do that in college, whilst I could do my other work, like
PowerPoints and filming outside of college.
The positives of my time management is the realisation of locations, and creating power-points and
what I had to do at college such as editing.
The negatives of this is I might not be as motivated on some days as other days to work on my
project. At times my drive wasn’t there throughout the whole project.

Peerevaluation 1
Can you name the positives and negatives of my first poster
 I really like your colour scheme of black and white for this, it works well. The title font and colour looks really good. The way your model is positioned around the
poster I like and has quite a trippy look to it that works well.
 For negatives I would say that you really needed a title I this. I think that your other poster benefits from having one. It makes it have structure and centres
everything. I also think again the logo seems out of place in this. In this poster there seems to be a lot more dead space like the top left, and it makes the poster
seem awkward. Apart from that a good effort on these posters
Can you name the positives and negatives of my second poster
 Poster two. I like the variety of shots you got for this. They are all unique, and it makes you look at them all, and is very eye catching.
 For negatives I would say that I don't think the Aliens castle logo works well on this. I just don't think it fits with your colour scheme and seems out of place.
Can you name the positives and negatives of my first video
 For the first video I really enjoyed watching it. It was very different to the first video, and I believe it was better. It dragged a lot less and your use of song and
how it linked to the video worked well. The introduction is extremely good, and you get the idea that it is a clothing brand more in this one. I liked how it was
shorter and didn't drag at all. The effects on the first bit you see of your model was very nice to watch.
 For negatives I would say that I wish you did some more edits to parts of the scenes in the fields as i think i you combined both styles of your video, it would look
really nice. I don't really like your Aliens castle logo, as i think it looks not that professional when you having it spinning around.
Cam you name the positives and negatives of my second film
 I really liked your use of edits, throughout the whole video. You can tell it took lots of hard work and effort to do them, and it makes your video really unique for
it. I have never seen a video like it. You also cut lots of stuff to the beat of the song which made it a lot of fun to watch. I really liked how the footage looked as
well, it really has its own grunge aesthetic that looks nice.
 Negatives I would say are that you can't really remember much about the video as it all blends into one, and some bits can drag because of that. I also would of
liked to see more about what you were advertising, and what was the purpose of the video, because I believe you got caught up in making some really nice effects
rather than what the video was advertising your clothing brand. Apart from that it was really a great video and something you should be proud of

Peerevaluation 2
 The positives of the first poster are its quite unique in a subtle way since posters with loads of models on it isn't exactly new but
the way the clothes are displayed are unique for example the chain hanging by itself.
 The negatives are that the logo doesn't fit into the poster with it being out of place. I would recommend to put the logo of the
brand at the centre bottom of the poster to make it a bit more discrete as well as to match the second poster.
 The positives of this poster is it seems less cluttered than the other one, another thing I like is the intermission logo in the centre
of the screen since I feel that it brings the whole piece together.
 The negatives of the poster are there is a lack of diversity when it comes to the pictures where they are similar styles and don't
display all the clothes fully, like the shoes or chain.
 The positives of the first video are the effects that have been added are very visually engaging especially the photos at the start
of the film which give a good animation effect and s impressive
 The negatives are that it goes on too long and I would cut this video up into smaller videos and use them on social media plat
forms like Instagram
Can you name the positives and negatives of my second film
 The positives of this video are the animation transitions through the sky which makes the video move in a very fluid manner,
another thing ilkie is the cut puts of the items of clothing and the zooming in and out of the cutouts and theoriginal video.
 The negatives of the the video are when it cuts out it isn't there long enough for me to read the actual text from the newspaper

Peerevaluation 3
 The positive of the poster the unique design of the poster and is clearly edited in a visually engaging and aesthetically pleasing way, the
posters remind me of an ASOS style poster but with it having a bit more of an eye-catching quality because of what the model is wearing.
 The negatives of the poster is the placement of the logo with it looking very out of place with I being in the centre it just doesn't look like
it fit as also I think the poster is a bit too wide compared to the second one which has a lot more of a poster shape to it.
 The positives of this poster is the logo placement since it is out of the way and looks a lot more natural in its placing and I also like the
intermission name which links it back to the original video.
 The negatives of this poster is the colour scheme isn't particularly eye catching and doesn't match the theme portrayed in the video either
of the scrap book style.
 The positives of this video are specifically when the heartagram 3d model spinning mixed with the video slowly zooming out and the
manic, flickering effects gave it a unique and outlandish look.
 Sometimes the effects and filters are a little too much and might take it away for some people due to the high intensity of it.
Can you name the positives and negatives of my second film
 It has a very specific look and feel of summer. The cut-out newspaper scrap text was a unique flair along with the countryside nostalgia of
childhood.
 There was some repetition in the transitions, and I feel there could be a mix of others or space them out a little bit better

Peerevaluation analysis
Overall, I think my peer evaluation was very useful on my work, which benefited this project and which I could
incorporate and use in future projects. For example, my first poster person 1 said that the colour scheme worked
well with the poster since the black and white contrasted each other well making the model stand out. For
my second poster (Intermission poster) the Intermission sign is in the centre of the poster. For my first video the
positive from person 3 was the outlandish look of the video, with the distorted look and edit, for example the
jumpy flashy cuts. My second video (Intermission collection) from interview 2 was the animations being used as
transitions and the fluid motion through the animation.
Overall, I think my peer evaluation was very useful as to how I could improve my products, This information is
made more vauable based on the fact that the evaluation was given by people in the target audience. The main
improvements I could make to my work would be to shorten the launch video ( video 1) into smaller segments and
upload them to Instagram. Another improvement I could make would be to make the Intermission poster have a
more diverse set of images along with changing the background to make the model stand out. For my first poster I
would add a title for it, as person 1 said that it greatly improved the Intermission poster, therefore I would add
this into my work. I could improve the Intermission video by not making the video drag out longer with certain
shots and not making it all blend into one thus overwhelming the viewer with lots of different effects. The
filming can be quite high tempo in certain places, which felt like the clothes weren't being prioritised over the eye
catching of the video and that effects have more work put into rather than the actual displaying of the clothes. The
way I would improve this would to be by extending certain shots and clips which display the clothes and making
the effects more secondary to the actual displaying of the clothes.

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