The document summarizes the creative techniques and planning used to produce an evaluation video. Various digital tools were used, including a green screen, Canon and Sony cameras, a MacBook, Photoshop, and Final Cut. Footage was filmed in unique locations and edited together on the timeline, incorporating still images. Planning involved analyzing film noir conventions and music videos. The final video merged real media from the time period to challenge conventions in a creative way.

1. Creativity – Jak Blakey
Digital Technology Research & Planning
The green-screen available to us, combined with the Canon XL2 Using previous film noire texts, such as the popular LA Confidential, I
camera’s, allowed us to create a suitable environment and backdrop to noticed the convention noire techniques and adapted some while
evaluation video. challenging others, such as using a mix of colour & black and white.
The use of a MacBook laptop also allowed us to review our product The ways in which planning was presented was also creative, with the
easily and professionally during evaluation, adding a twist to use of Slideshare allowing plans to be presented in an easy-to-read
traditional evaluations. format.
The use of a Sony Handycam allowed us to be more creative with A 9-frame analysis was created so that we could easily break down
filming due to its portability and tools, such as filming in a small hotel scenes and their roles.
toilet. Multiple music videos were referred too and condensed for a general
Use of a Canon XL2 in A2 allowed us to be much more accurate with dance genre overview.
filming, using it’s tape and zooms features effectively to create unique When planning for the advert and Digipak we used a professional
shots. I.e. Car scene. studio and used a varying amount of effects with different poses to be
Photoshop was used more effectively, importing .png files into final reviewed at a later date.
cut to create a combination between stills and video. Individual music videos were broken down and dissected to
Final cut effects such as slow motion via timeline speed. understand every detail of the genre.
Post-Production Conventions of Real Media Texts
Postproduction saw the timeline function be used in a creative way, Existing newspaper clipping from Marilyn’s death were incorporated
such as separate audio track being synced with the clips added. into our video.
The use of colour and black and white effects on the clips saw the The ideas of film noire presented in newspapers and films of the time
challenging and adoption of noire conventions. were merged into our video so that a stereotypical feel could be
Incorporation of still images into the timeline also showed originality, present.
as previous noire had never used this to the extent we did. Clips of Marilyn were also reviewed to show how her presence was
The use of Photoshop-created fight images in the timeline merged when on camera; this was then to set the tone of our video.
moving footage with still images. We reviewed a large amount of real media, specifically those that
The breaking up of a clip across the timeline was used frequently to advertise dance music, so that we could understand and incorporate
create a concurrent backstory across the video. ways to advertise our video. Ie. Digipak and websites.
Individual frames were taken from clips in the video, edited in Dance music’s presence in texts such as magazines was also analyzed
Photoshop with an effect added, then placed back in the timeline for a to understand the ways in which dance appeals to the public.
comic book effect. Social media such as Facebook was used for feedback and
understanding band image on a global level.
AS
A2