The document discusses a music video production that was created to address social issues faced by teenagers. It portrays a girl dealing with depression after being cheated on by using drugs, alcohol, and smoking. The video aims to show the negative impacts of such behaviors and convey that minor issues can lead to major problems. To promote the video, a website, poster, and teaser were created. Social media like Facebook and hashtags on Twitter were used to engage audiences and generate buzz. Feedback on early drafts helped improve the final video. The production utilized software like Adobe Premiere, Photoshop and Illustrator as well as hardware like a Canon DSLR and tripod. A blog documented the process and

1. CREATIVE
CRITICAL
REFLEX

2. How do your products use
or challenge conventions
and how do they represent
social groups or issues?

3. • Conventions are typical things audience expect
to see in a media product. I had to do a lot of
research for my music video to find out my
generic conventions. The story revolves around
the a girl who is the main character, the story
shows due to being cheated on by her
boyfriend, the girl tries to overcome her
depression with the help of drugs, drinks and by
smoking.

4. • The genre of the music video was pop but the story
explains the issues of the new generation. Mostly the
teenagers are a part of such activities. They are involved
in drugs which has a bad impact on them as well as the
society. These teenagers take small issues and
problems too seriously…heartbreak is one example that
is shown in the video. The location shown in the video is
usually where the teenagers prefer to go…the clubs and
bars. Wearing loud makeup with bright colored outfits
and engaged in such activities, the character portrays all
the people of the young generations.

5. • It targets the teenage groups showing where our
generation is heading to.
• It gives a message that a slight issue can result into a
big problem and can ruin one’s life. The parents should
strictly monitor their children and stop them from
engaging in such activities that are caused due to minor
heartbreaks and peer pressure.

6. How do the elements of
your production work
together to create a
sense of ‘branding’?

7. • Before a movie is released posters, websites,
trailers and teasers are represented that are
captivating and intriguing in order to attract
audience. A brand is the idea or image of a
specific product or service that consumers
connect with by identifying the name logo slogan
or the design of the company who owns the idea
of the image. In order to reach a wide number of
audience it is important to engage in marketing
strategies. The promotional package that is
released before the video is helpful in targeting
wider audience groups. The color scheme is
also an important factor that creates a sense of
branding.

8. • In order to reach a wider audience I created a
website that contained all the relevant
information about the artist, the album she
published and her shows.
• Next I created a poster that could help me
promote my video. The picture in the poster was
taken during the shoot.

9. • Before releasing the original video I also
released a draft of my video on Facebook so
that I could promote my video to reach a wider
audience.

10. How do your products
engage with the audience
and how would they be
distributed as real media
products?

11. • In order to engage audiences, I decided to use social
networking sites (Twitter and Facebook). Recently
Twitter has gained popularity amongst people in order to
spread awareness since people of all ages use it. Twitter
has a trending page through which people can see what
the latest craze is; and what people from all over the
world are talking about. Furthermore there are Hash tags
through which these trends start. Another way of
promoting a video is through Facebook. I created a page
on Facebook and posted my first draft that helped me
get reviews and suggestions to further develop my video.
I got a lot of comments on the video that helped me
improve my video. The use of Instagram, Facebook,
Snapchat, twitter etc. makes it easy to promote a film or
through using trending hash tags and it helps to reach
out a wide audience and target people of all age groups.

12. • To distribute it as a real media product I also
made a website using ‘Wix’ that enabled me to
make site where my audience could easily reach
to. On the website I added information about the
artist and the song. It contained other
information like contact details and show
timings.

13. • To publish / release my song I created a
digipack using Adobe illustrator. I created a front
cover a back cover and the CD cover using the
pictures I took during the photo shoot of the
artist.

14. • Another product I created to reach out to a wider
audience was a poster. The poster was made
with the help of Adobe Photoshop. It has the
singer name and the song name in it with the
picture of the artist from her recent single.

15. How did you integrate
technologies – software,
hardware and online – in
this project?

16. • The use of different softwares, hardwares was absolutely
necessary for this project. For the editing I used ‘Adobe
Premier’ which was very important and resulted in the
desired effect for audience.
• ‘Blogger’ was the main website that I used for frequent
blogging. Blogger was the blog-publishing service that
allowed me to show the process and development of the
music video.
• Adobe illustrator was very helpful in creating the Digi
pack.

17. • Adobe Photoshop was very helpful in creating
my poster and my Digi pack.
• For the editing of my Music video I used adobe
premiere pro.
• In slide share I was able to publish my
PowerPoint with relevant information for the
reflection and the research.

18. • For my website I used ‘Wix’ that helped me
create a website for my artist. It had all the
contact details, information about the artist and
show timings.

19. • Moreover, I used a DSLR canon 60D for
shooting the video and for the photo shoot, and
also a tripod.
• Lastly I uploaded all my work including the music
video, bloopers and director’s commentary on
YouTube, which was very helpful as I added the
links to my blog from where my audience could
easily view them.

20. • When I first started with this coursework in AS I
was not really familiar with design software’s and
through the process I learned to use them quite
well. It was a wonderful experience in which I
acquired lots of new skills and knowledge. I
discovered that through the integration of
technologies I could fulfill an extremely creative
work.