1. Treatment Sheet Two – Style and Costume (I
Love It – Icona Pop)
Concept
The concept for our music video is to create an abstract, conceptual, alternative, pop
video. While the narrative will not be linear we will use colour and pace to reflect the
mood and lyrics, relying on the editing to help create this feel.
Style
Our artist fits into the genre of pop and specifically ‘indie pop’, stereotypically pop
videos are usually cheesy and heavily use the theory of the ‘male gaze’ on the
attractive female icon when recording the music video to entice the audience. Our
video is more focusing on female empowerment rather than using them as objects to
attract an audience. The video is going to be a feminine/girly but not stereotypical and
cheesy of a pop video. We want everyone in the video to be having fun and it not
looked staged or the actors too stiff, but we also know what we want to achieve in
each shot and have a plan of how we want it staged to a degree and were we want
actors positioned in each frame.
Make up
The make-up that we have chosen for our female actors will be very natural/not over
the top but we do want vibrant pink/red lips to make a statement. Our two main
characters will have the bright lipstick so they stand out from the other people we plan
to have in our music video and it is easy for the audience to see who the artists are
and that is it more clear they are the star icons of this video.
Costume
To fit in with the lively upbeat song, we plan to show this through our use of
costumes. We want our actors/costumes to reflect the mood that we hope to achieve
which is a fun music video that can appeal to all audiences, while still fitting with the
pop genre but also challenging it. We plan to have our female actors in a mix of pastel
and bright colours, ranging from red to pink, purple, green etc. We also want to
incorporate glitter to make the video more feminine. We will allow our actors to pick
their own clothing as for example fancy dress costumes would not be appropriate.
With allowing our actors to pick their own costumes we still want them to stick to the
image of looking more glamorous and enhancing their beauty and figure like they are
ready for a fun night with their friends rather than promiscuous and over the top
because attracting a audience by half naked girls is not what we want to achieve.