1. Evaluation Qu3.
WHAT HAVE YOU LEARNED FROM
YOUR AUDIENCE FEEDBACK?
Esme Finch

2. THE GROUP
• Working in a pair was very
beneficial as the tasks could be
evenly distributed and different
skills could be used in different
scenarios by each of us.
• During the planning stage we
were able to get a range of
ideas without being clouded by
too much input. Our different
perspectives helped to shape
an original concept.
• Our target audience for our
music video was reasonably
young, ranging from 15-30
years olds interested in the
pop/dance music culture. We
aimed to keep within a genre of
interest principally to
teenage girls. They could better
relate to this video as they go
through the confusions of
adolescent love.

3. Lighting and Focus
• In our first scene we
wanted to create a
romantic setting,
like the death scene
in Baz Luhrmann’s
version of Romeo
and Juliet. However,
feedback said
lighting was too dim
and the camera
wasn’t in focus.
• Therefore we reshot
so the candles were
closer to her face
and used a lamp
which lightened the
room.
Before
After

4. Construction • In Miley’s lyrics one
line is about how she
feels her love is
burning away, ‘it
slowly turned, you let
me burn and now
we’re ashes on the
ground’. We initially
shot two burning
cigarettes to
metaphorically speak
that her relationship is
slowly dying. Feedback
suggested that this
scene wasn't’t visually
exciting and we
therefore decided to
illustrate the lyrics
using a burning
bonfire. This created
more visual impact
and wasn’t so random
and unattractive as the
cigarette scene was.
Cigarette scene
Bonfire scene

5. COLOUR CORRECTION
• After showing some of our clips for review the
feedback we got was that some backgrounds could be
more vibrant and colourful. We shot a few of our
scenes in the woods on a dark day and you could tell
that in some of the footage.
• To improve in this we decided to use colour correction
and use warmer colours such as pinks and reds. This
helped with the dream-like surrealism of our created
world.
• We felt the general mood was positively enhanced by
altering the hues and saturation more richly.

6. OriginalFinal
Experiments Experiments

7. Stabilization
• When we shot
the playground
scene we found it
hard to balance
the camera
steadily whilst
turning on the
roundabout. In
playback we saw
that it was shaky,
and wobbled as it
spun around.
Feedback told us
to edit this on
IMovie using the
stabilization tool

8. Camera angles
We wanted lots of angles in the playground
scene. The profiles did not create the effect
we wanted which was to have them appear
twirling as if they were spinning round in a
chaotic whirlwind relationship, so we
discarded them. The two front on close-ups
worked better for us.
In the woodland scenes, we experimented
with different camera heights. We used
mostly low angles for when she drank the
‘love potion’ as this made her appear bigger
which relates to the story of Alice in
Wonderland when she drinks the potion and
turns into a giant. We also felt that using low
angles connected with the Miley character
better as she would appear to be sitting on
the ground, as if the audience were sitting
with her.

9. LOCATION
• Feedback showed us that our
filming locations weren’t
diverse enough and needed
more variety. We were going
to film in our school ground
woodlands but we decided to
find a more visually
stimulating location.
• We used Silvermere Golf Club
because of the fairytale
features in the woodland such
as the carved trees, clocks
nailed into the wood, and
gnomes.
• As it was Spring when we
filmed the setting was
perfectly beautifully as the
daffodils had started to bloom
which made our Alice in
Wonderland set even more
enchanted.

10. Digipack Feedback
• We decided to use a still from another
media project to use on the CD cover.
People preferred this version of Alice,
as she appears to be holding a tea cup
which referenced more to the story of
Alice in Wonderland.
• The woods have a perfect, enchanted
setting for what we imagined a
surrealistic setting to look like
• Feedback on our powder paint scene
suggested that the shots we chose
were the most successful in our
approach and we therefore chose
them for our digipack design
• People liked how the powder paint
was captured In mid air with a massive
burst of pink, as if a metaphor for the
explosion of love. People also pointed
out the vignette oval shadow around
the top left picture. Being as it already
had an oval feature to it we decided to
use this as our digipack cd holder.

11. FINISHED DIGIPAK

12. CHOOSING OUR FONTS
• For our digipack fonts we looked at informal, handwritten typefaces. We finally
chose, Handwriting Dakota Bold, as it presents a youthful and natural appearance,
familiar to our target audience. It also fulfills the chaotic notions of love and the
freedom of dance and colour.
• We used the same font throughout our digipack design. If we had chosen different
fonts there wouldn't be a continuous theme and therefore it would not be visually
pleasing to the eye.
• For our magazine advert we originally chose to use the same font as the digipack
but felt for a magazine cover it wasn’t clear enough to read nor mature enough to
reach a wider audience. In our final edit we decided to go for the font Meno Regular
as this had a mature and easy to read appearance.
Meno regular example- MILEY CYRUS

13. SHORTLIST OF FONTS
• Handwriting
Dakota (bold) was
our final chosen
font. We thought it
had a youthful and
carefree rhythm to
it. The others we
felt were either
medieval and too
formal for our
teenage audience.

14. MAGAZINE ADVERT
• Feedback suggested there should be some type of
effect overlay as it appeared boring and not eye
catching enough.
• In Photoshop we also became aware that when we
uploaded the background image it would stretch and
make the photograph look like a mistake in choice of
format. We solved this by retaining a square format
for the girl and Photo-shopped an additional area of
wall as a background for the paint images.

15. FINAL DRAFT AND FINISHED
MAGAZINE ADVERT
• In Pixclr, a photo editing website,
we over-layered a splattered
painting effect. This connected
with our powder paint sequences
in our film.
• Feedback suggested we add on
logos such as the Facebook and
Twitter app. To make our magazine
advert look more professional we
also added the RCA Records logo
as this will be familiar to fans that
this is Miley’s record label.