The document provides an evaluation of Adam Lepard's production process for a music video. It discusses his research into editing techniques, planning, time management, technical qualities of filming and editing, aesthetic qualities, audience appeal, and peer feedback. The research informed his goals of replicating Hiro Murai's directing style. Poor planning and time management resulted in rushed filming, limiting the horror elements and technical qualities. Peer feedback noted out of focus shots and unframed shots, agreeing with Adam's own assessment. He would reshoot with a focus on technical quality and the intended horror elements.

1. Evaluation
Adam Lepard

2. Production Process
Evaluation

3. Research
• When I was researching for the music video I wanted to learn techniques I could use
when editing the video such as the clone technique and cutting to the beat. My
research into this was very useful for my project as it gave me an understanding of
what I wanted to include in my music video. I looked at the cloning effected and
worked on this when experimenting and because the technique worked I included it
in the video and based the idea for the video around it by trying to show the main
character as his own worst enemy. The second experiment I researched was a night
time filter which didn’t work as it only made the footage darker which didn’t think
looked realistic so I decided to film my night shots at night under street lamps which I
wasn’t sure about because I was afraid it might look grainy but it actually worked
pretty well and added to the style of the video.
• I put research into techniques used by Hiro Murai the director of some of Childish
Gambino’s music videos and their TV show Atlanta. I watched video’s where the
director would point out and talk about how they filmed some of the TV show. I tried
replicating a shot from the show by having a close up of the main character to one
side of the screen to show isolation and fear. This was useful for me as it helped me to
try and replicate the directors style which was one of my goals when filming the
video.
• I could've put more effort into researching the filming process of the music video
rather than the editing process of the video. If I did put more research into filming I
would have a better understanding of how I would’ve filmed the shots although at the
time I was too concerned with how I could edit the video.

4. Planning
• When I was planning the music video I focused mainly on my shots list I was
deciding what shots I wanted to keep in the music video and how long I
needed the shots to be so I have the video be as long as the song. My main
problem with the planning of my shots list is that I was too ambitious with
what shots I wanted to use by thinking I could use coloured lighting in the
video which I didn’t have which meant that I had to cut out a section of the
song to fit the video when I was editing.
• I think that a strength of my planning was my concept boards as it showed
my ambition for the video and how I wanted to show it as a horror themed
video that explores the ideas of the relationship in the song and how
wanting more than friendship with someone can destroy a relationship.
• I used my story board to show a basic structure of the video that included
the main shots that I wanted to use and descriptions of what will happen in
each shot.

5. Time Management
• My main issue I faced when I was managing the time I’d spend making the
video was that I had to base my filming time on when my actors were
available which was frustrating as it gave me less time to film as we agreed
to meet on Sunday to film both the daytime shots and the night time shots
but one of the actors couldn’t come which meant we could only film the
night shots. I edited the night footage on Tuesday and filmed and edited the
daytime shots on Wednesday.
• The lack of time I had to film meant that some of the shots out of focus and
poorly framed and some of the shots such as the close ups with coloured
lighting. I had to completely skip which took away from the horror elements
in the video. If I had more time I would of filmed these close ups and show
more screen time of the stalker inn the first half to give this half a sense of
danger.
• My time management with the rest of my work was good as I completed
most of my work on time. There were a few points in my PowerPoints where
I felt like I was repeating my self so if I had more time I would have varied
some of the points that I made.

6. Technical Qualities - camera
• I feel like my filming in the production process was the weakest part of my
production as it felt extremely rushed. This was mainly due to small amount
of time I had to film due to my time management where I needed to film in
the morning due to one of the actors not being able to come on the day we
were meant to film. This meant that some of the footage in the first half of
the video was out of focus and poorly framed.
• Compared to the Oakland music video directed by Hiro Murai my music video has worse use of lighting with some of my shots
being over exposed and some being too dark although I did try to make use of street lamps for lighting the night shots.
• Although some of my shots are out of focus I tried to use a range of different shots and even trying to replicate some shot’s used
by Hiro Murai in the hopes of replicating his style however I use too many different different angles in first half of the video
which made the structure of this half look visually confusing where as the structure for Oakland is clear and understandable.
• If I had more time to film focused and well framed footage I think the finished product would look a lot more similar to some of
the directors music videos. I think that my main problem was trying to finish filming in such a short amount of time that the looks
rushed which I had to try and fix in the editing process.

7. Technical Qualities – editing/post
• Compared to the editing in one of Childish Gambino’s music video’s I have a lot more cuts in mine however this
mainly due to faster pace of the song I chose.
• I have more technical elements in my music video mainly because of the cloning effect which I used in my video and
the the pink and yellow colour scheme which I edited in. in the Sober music video most of the effects aren’t edited in
but filmed such as the flashing lights in the room, this is why I think my editing had more technical qualities in terms
of effects I had to use.
• The main issue I had when editing was the footage I had to work with. The footage which I had rushed to film meant
that I had to try my best to fix the contrast and lighting on the shots that were out of focus. I think the poor quality of
the footage that I had was the main thing stopping me from putting together a better video because I felt satisfied
with my editing on the video as put effort into creating the visual effects in the video like the glitches and the cloning
effect.
• Trying to edit my footage was difficult because a lot of the footage from the daytime shots were out of
focus which meant I had to have quick cuts for unfocused shots which made the visual structure quite
confusing.
• In the Sober music video it is cut to the beat and Donald Glover’s dancing matches the music which is something that I tried to do with
my music video trying to have characters talk/walk in line with the song and using the glitch effect when there are glitches in the song.

8. Aesthetic Qualities
• My aim for the aesthetics of the shots in the daytime was to have a colour scheme
that looked laid back and bright so I chose to edit the videos colour to have a pink
and yellow tone to try and give the video style however I was concerned that this
would stand out too much and distract the viewer but I think the finished product
had the intended effect.
• For the night time shots I used bright yellow street
lights for the lighting which created a cool aesthetic
for the shots as it worked as a source of lighting and
gave the actors face a yellow glow in the close up
shots. This was the style I was hoping for in the
second half of the video however this did also make
it difficult to see the actors face at some points.
• If I had more time to work on the
aesthetics of the video I would’ve
included close ups of the boy and
the girl in the music video with
bold coloured lighting to try and
replicate the style of the horror
movie Suspiria.

9. Audience Appeal
In my proposal I said that my music video would appeal to an an audience interested in horror which I still think is
true however I don’t think the theme of horror is as relevant in the video as the short amount of time I had to film
meant that a lot of the horror concepts that I thought in the planning process weren’t included in the video which I
was extremely frustrating for me as it meant that the concept of the stalker being revealed as the main character at
the end of the video was the only horror element as I didn’t have enough time to do any more.
• I think that now the main appeal of the music video is Childish Gambino’s music as he is popular with my target
audience of older teens and well known for his music videos. In the music video that I made I tried to replicate
the style of a Childish Gambino music video by look the directing work done by Hiro Murai to try and give the
video a similar style. I think that the stylization of the video.
• I think the main reason my music video wouldn’t appeal to a large audience is because of the poor quality of
the video which is clearly out of focus in some shots which would put off viewers as they could tell the video
wasn’t as well made as they're used to.
• The contrast of the night time shots with the
daytime shots could appeal to my target
audience of older teens as it shows that
planning has gone into how the video is
shot. The editing of the music video could
also appeal to this audience as the could
appreciate the glitch effects and the clone
effect used at the end.

10. Peer
Feedback

11. Feedback 1
• What did you like about the product?
• Editing was good
• A good colour scheme
• What improvements could have been made to the product?
• Some shots were out of focus

12. Feedback 2
• What did you like about the product?
• Cutting to the beat
• a good interpretation of the song
• A good use of effects
• What improvements could have been made to the product?
• Some of the shots weren’t framed well

13. Feedback 3
• What did you like about the product?
• Some of the shots were framed well
• Some good camera movements
• What improvements could have been made to the product?
• The video didn’t cover the whole of the song

14. Peer Feedback Summary
• What do you agree with from your peer feedback?
• I agree with most of the feedback that I got as I know that some of the shots
were out of focus and badly framed and these are problems with the video
that I had noticed and would need more time to improve
• I think my editing was fairly good as it helped me to improve the lighting and
colour of the video and it meant that I could use visual effects.
• What do you disagree with from your peer feedback?
• I was told that had good use of camera movement when I think a lot of my
shots were quite shaky which could make it difficult to see what was
happening.

15. Peer Feedback Summary
• Based on the feedback I got I would change the video by adding the
close up shots with coloured lighting which I talked about in my
planning stage but never got to actually film.
• If I was reshooting I would focus on getting good framing and making
sure that the shots are focused so the end result would look a lot
cleaner and easier to edit.
• I would cut out the tracking shot where I follow the main character as
he tracks down the stalker. I didn't like this shot because it was to
shaky as it was a hand held shot but it was also grainy because I
filmed it at night without a main light source.

16. Action Plan for future development
• If I had more time to shoot the video I would try to improve the
quality of the video and themes of horror that I wanted to show. I’d
improve the quality by reshooting the video however last time I
filmed the video I didn’t have enough filming time to think about
framing and in some of the shots I hadn’t focused the shots so they
stood out in the video. In a reshoot I would make sure that all my
shots are are in focus and that I use better framing.
• I would improve the horror elements in the second half of the video
by using more imagery to show that the stalker character is the main
characters problem by having a close up of the stalkers back. I
wanted to use colourful lighting in the second half of the video to
show that the second half is no longer realistic but I didn't have
enough time to shoot this. If I had enough time to film the shots with
coloured lighting I would be satisfied as it would add to the visual
horror that I wanted to show.