We used various filming and editing techniques in the music video to convey the mood and themes of the song. Shallow focus was used to show how insignificant the actor seemed. The video alternated between black and white and color clips to reflect the actor's loneliness. Only one actor was used to keep within the genre of a sad, lonely folk song. Nature imagery like birds was incorporated to represent the feelings evoked by the music. Some redundancy in costume was used to further develop the actor's character. The video was set in urban areas with old buildings to provide an element of surprise while still relating to folk genre conventions.

1. USE
For certain clips we used a shallow
focus to connote how insignificant she
seemed to other people. We used this
after seeing it in ed sheerans ‘a team’
We alternated between black and video. We felt this would be effective
white effect on some clips then due to the meaning of the song and in
merged into more colourful clips. showing how lonely she is.
We used this idea as it was
effective in showing the actors
moods in one of the scripts videos.
Ed sheerans video.
My video.

2. ...
Pace of editing wasn't too fast as it wouldn't have been in
keeping with the genre of music- folk. So we used a
minimum of 100 clips per minute to make sure that the
video was interesting to watch but was in time with the
music as not to confuse the audience.
When making my digi pack I went with the
conventions of folk music covers and went for
naturalistic colours. I felt this would be more
effective as the audience would be able to
understand and relate to the specific audience
genre.
The props that featured in my digi pack were
also typical to feature on cover such as the
guitar which many folk bands and artists use.

3. DEVELOP
We were going to use two
actors however we felt that Wanted to incorporate nature
one would be more effective into our music video however
and in keeping with the didn't want to be too expectant.
music as it was very lonely When we carried out our
sad song. This also helped research audiences through
with logistics as it is easier synergy the audience thought of
to organise one person birds when they listened to our
rather than a group. music so I decided to incorporate
these instead of trees and
countryside.

4. ...
A certain amount of redundancy
was used in the video however
we didn't want to use it in all
aspects as this would make the
video boring so we decided to
use it in the costume of our
actor- keeping her in boots and
a warm coat. We were going to
be slightly entropic with her
costume and have her walking
around in a long flowing dress
however filming in January
would have made her really cold Whilst developing my digi pack and advert I
and also the audience may have took into consideration the fact that the band
not understood why she was were unsigned so wouldn't have a huge
wearing a dress. marketing budget so made sure that my advert
was small.

5. CHALLENGE
To create an element of surprise for our audience we
decided not to use a rural setting and filmed in mainly
urban areas. However we thought this maybe risky as
Steve Neale says that “audiences take pleasure from
genre because of instances of repetition and difference”
So we selected friar street which has old fashioned
buildings.
We didn't feature any musical instruments in our
video as we didn't know anyone that could play
the guitar. However this may have had a negative
effect on our video as instruments are a main
focus in folk music videos and would have helped
us in order for the audience to identify what
genre our video was.

6. ...
My advert and digi pack challenge
the concepts of folk music as I
didn't want to confuse the
audience and wanted them to be
able to engage and relate to my
ancillary tasks. This may seen as
slightly redundant however I think
it was effective and typical of the
folk music genre.