1. How effective is the combination of your main product and ancillary tasks?

2. Video The purpose of the music video is to appeal to young people who are into alternative or electronic music and interested in stylized music videos. I think the video succeeded in creating a quirky but dark atmosphere that will appeal to people who like weird music videos.

3. Comparison If you compare the music video to a video which would have the same target audience I think it holds itself as quite effective as they have similar post production effects such as flashing images and quirky touches such as using masking in order to give a weird trippy effect. For example, in Health’s video for die slow they use effects that would not usually be seen in more pop related music videos and in my music video I have included effects similar to this within the library recitation shots.

4. I used abstract covers such as pendulum’s hold your colour cover and a fee of health’s albums/eps as references for creating the abstract, trippy digipak cover look. I wanted to emulate the confusion of the music video within the cover and throughout the digipak which is why I chose to screw the images up so much using Adobe Photoshop, tinkering with opacity and layering and filter effects, until the original images used are barely visible but still recognisable.

5. How it links The Video and the Ancillary Project all tie together through use of the same style imagery. I chose to use similair images and pictures taken on the days of filming rather than doing a photoshoot. I feel that it is effective having the same style throughout and creating a brand for Crystal Castles and the ‘air war’ album although perhaps it would have been beneficial to include some band photographs.

6. Selling point I think the main selling point within the three is the weird style and surrealism of the images. So although it may not be big bold colours or crazy, colourfulphotoshoots, the target audience would probably be able to appreciate the subtlety and be drawn to the surreal, screwed up images. The surrealism of the digipak/advert/video reflects the surreal nature of the music so if people enjoy that they will want to get the album and hear the music.