The student created a music video for the song "Californication" by Red Hot Chili Peppers. They received feedback that some footage of a band member playing guitar was shaky, so they used stabilization tools. For their surgeon scene, feedback suggested adding close-up images of a scalpel to the face to better show plastic surgery. On social media, they promoted their work and received feedback, which helped improve the design of their album digipak cover and back cover. Feedback also helped them add authentic elements to their magazine advertisement.

1. CALIFORNICATION
EVALUATION Q3 –
FEEDBACK
BY ELLIE WALTON

2. CONSTRUCTION – FEEDBACK
The first scene we shot for our music
video was the band scene, and as soon as
we uploaded it to the computer to view on
a larger screen, we asked for feedback
from our peers and teacher to see what
their opinions were on it. They said how
some of the footage of one of the band
members playing the guitar was slightly
shaky, which meant we then had to use
the stabilisation tool in order to stablise it
and correct this mistake. As well as this,
we used a GoPro camera to use for close-
ups of the instruments being played to
prevent any obvious shaking of the
camera.
Colour correction was used in order to
adjust and enhance the brightness and
contrast in some specific scenes which
were darker than others.

3. CONSTRUCTION – FEEDBACK
After getting more feedback
from our peers, we realised the
surgeon scene did not clearly
show what was happening, or
what surgical procedure was
taking place. We wanted to
show the stereotypical aspects
in the Californian lifestyle;
people having plastic surgery in
order to achieve their ‘perfect’
image.
Therefore, we went and took
some close-up images of my
face with a scalpel held up to it
to show where I would be having
the surgery. With these images,
we then used the opacity tool to
effectively merge them in with
the surgeon scene.

4. FEEDBACK THROUGH SOCIAL
MEDIA
Social media sites such as Facebook and
Twitter were extremely helpful with
receiving feedback from our peers.
Creating a Facebook page for our music
video, allowed us to invite all our friends
to join and ‘like’ our page, as well as
viewing the work we have done on the
digipak and being able to view our final
product. If they have any feedback, they
can comment on the page, and all
members will be able to view it.
Twitter was really useful to us, as it
allowed us to promote our music video,
as well as updating friends and
followers on the process of making our
music video and our digipak.
Twitter also enabled us to show our
finished magazine advert, as I was able
to set it as one of the main photos on
my twitter page.

5. DIGIPAK - FRONT COVER - FEEDBACK
To begin with, we had decided to have
the word ‘Californication’ across the
front of the album cover, with different
images relating to our music video
around it. However, we did not feel that
this idea was as creative or original as
we were hoping for, so then we decided
that it would make more sense to have
the two main band members on the
front, seeing as they are shown quite a
bit in our music video. After showing our
peers and teacher this new idea for the
front cover, and gaining more feedback,
we chose to make the background more
exciting, rather than having it white, and
therefore used the brick wall from our
magazine advert and used it as the
background. We then used the original
‘Californication’ word, and placed it on
the far left – to make it clear what the
name of our music video is.

6. BACK COVER – FEEDBACK
For the back cover, we were
advised to create something
unique and original instead of
having another image of the
band playing.
Max had a great idea to draw
a ‘red chili pepper’ in the
shape of California, which
effectively links in with our
song, and the rest of the
album. This design got a lot of
positive feedback and works
extremely well as the back
cover.

7. FINISHED DIGIPAK
When creating the digipak, we
were advised to make all of it
link in with each other in order
to create synergy.
To create synergy, we decided to
have the brick wall on each layer
of the digipak, apart from the
one which included the
snapback photos – as it would
have looked too busy. And, as
well as this, in every layer apart
from the back cover, we included
the Red Hot Chili Pepper’s logo
and used the opacity tool in
order to clearly see the images
behind it.

8. MAGAZINE ADVERT – FEEDBACK
The magazine advert
clearly links with our
digipak, as we have
used the original band
scene image, as well as
including the RHCP
symbol in the
background. This
creates synergy
between the digipak and
magazine advert.
Our teacher and peers
advised us to include
certain aspects from
real music magazine
adverts, such as tour
dates, the release date,
and statements from
other magazines, as
well as including the
record company logo –
Warner Brothers, and
encouraging people to
follow us on Facebook
and Twitter.