This document provides feedback from peers on various elements of a music video production for the song "Californication" by the Red Hot Chili Peppers. The feedback resulted in improvements such as stabilizing shaky footage, increasing brightness, clarifying a surgery scene, reworking repetitive instrument shots, incorporating social media feedback, and ensuring synergy across the digipack, album covers, and magazine advert through consistent branding elements. Peer reviewers felt these changes strengthened the video and related marketing materials.

1. EVALUATION QUESTION 3 -
FEEDBACK -
CALIFORNICATION
ELLIOT HOGAN

2. CONSTRUCTION - FEEDBACK
After our first band
performance filming session we
put our footage onto our
computer to begin editing,
however we asked for advice
from peers and our teacher
before considering the scene
complete. Peers said that the
footage was a little shaky in
some parts, especially close ups
on the instruments. Therefore,
instead of re filming we use the
stabilisation tool to stabilise the
footage which fixed it
immediately. Also, our peers
said the footage was slightly
dark and therefore we began to
colour correct the footage and
enhanced the brightness which
peers said looked a lot better.

3. WE GAINED SOME FEEDBACK
THROUGH SOCIAL MEDIA
We gained some feedback through social media websites, with Twitter being
exceptionally useful to promote our product and gain feedback. The use of hashtags
allowed people to correlate with our music video, and also created a buzz about our
video – which I linked several times in tweets, encouraged peers and any one else who
was interested to view it and contact us through Twitter or Facebook. Twitter was good
for customisation tools as well, as it also gave us an opportunity to show our digipack as
our main photo, and it was encouraged for peers to give us feedback as a whole on
everything associating with the music video.

4. CONSTRUCTION - FEEDBACK
During our feedback sessions with peers
we asked them to watch our different
edits of the music video and asked what
they think needed improving. For
example, during the surgeon scene, peers
and our teacher were unsure on what
surgical procedure was taking place, so
therefore, we took further photos to
merge in with the scene, which included
drawing cut lines on the subjects face
with a scalpel to her face so the audience
were aware of what she was having done
– to reflect the plastic images associating
and expressed in the song Californication.
Then we used the opacity tool so that we
could layer the images on top of the
original footage so that they audience
could correlate the images to the surgery
scene.

5. CONSTRUCTION - FEEDBACK
Feedback from peers suggested we had
far too many simple jump cuts into
different angled shots of the
instruments being played like this one
here – and that therefore if we were
going to use these images we should
incorporate them into the video
another way.
We took this feedback on board and
we did agree with the feedback and we
didn’t want our video to be repetitive
and therefore I edited the scenes and
incorporated them into other shots
using the opacity tool to create a
layered shot with two videos on top of
each other. Feedback from peers
suggested this was extremely effective.

6. FEEDBACK THROUGH SOCIAL
MEDIA
We also used Facebook as a way
to get feedback through social
media and this was exceptionally
helpful in gaining feedback from
friends and peers.
Using Facebook, allowed us to show
off our work to all our existing friends
on Facebook and gain immediate
feedback using the ‘like’ button and
the comments section. It also allowed
us to see feedback from other people
who were interested in similar things
such as the RHCP.
The two images above show how we
exploited Facebook to our specific needs and
how it played to our advantage.

7. DIGIPACK FEEDBACK
We chose the front cover to be picturing the
band and the two lead guitarists in the band as
they are present in the majority of the digipack
and magazine advert and therefore this creates
synergy between the product. Plus, from our
target research the age group of those most
interested in the RHCP’s was 16-24 and
therefore we represented our target audience
and made it more relatable to those who fit the
criteria of our targets.
We asked for further feedback from our peers
and teachers on the digipack, and we were
advised to make all of the digipack layers link
with each other to create synergy because
without a link – they look too random and
unrelated to our target focus. Therefore to
create synergy, on every layer of the digipack
apart from the back cover, we used the opacity
tool on Photoshop to incorporate the RHCP’s
logo on our work – which was widely admired
by our peers and friends.

8. ALBUM FRONT COVER DESIGN
FEEDBACK
Originally, when asking for feedback
for our front cover, we were told that
the background (which was originally
just plain white) wasn’t creating
synergy with the music video itself
because the band are always seen
playing in front of a brick wall. So we
took the brick wall from the music
video and incorporated it on our front
cover – which you can see clearly in
the picture to the left. Before the final
front cover on the left here, Max and
Elliot’s figures weren’t as highlighted
and prominent and therefore
feedback suggested we needed to
stand out more, especially with the
RHCP logo transparently, to create
synergy. Therefore, we used the effect
cartoon which makes our bodies
stand out more.

9. ALBUM BACK COVER DESIGN
FEEDBACK
Feedback wise for the back cover,
we were told to be more artistic
and instead of using another
image of the band, create
something that stands out that is
unique and clever. Our teacher
and peers gave us this advice, and
Max began creating a Red Hot
Chilli Pepper in the shape of
California to further create
synergy between the products
and the video itself. The feedback
for this design was exceptional
and those who we got feedback
from were very positive and
therefore we had little to do to
correct the back cover.

10. MAGAZINE ADVERT
FEEDBACK
We really wanted synergy between the digipack and the magazine advert and therefore we used the
same image derived from the digipack for the magazine advert, however it isn't as largely cropped.
Feedback from my peers made us realise as a team that synergy that we tried to create was essential as
it allowed our peers to see and recognise our music video as a product made by us. Feedback on this was
minimal as we were set in stone about using the same colour effects as the digipack, which was the
‘cartoon’ effect as we wanted to reflect upon the manufactured image that the Californian lifestyle
presents and also to reflect on our research of Theodore Adorno. Originally, we weren’t going to have
the RHCP logo transparently in the magazine advert, but our peers said that our goal of synergy would be
further achieved by doing so, and therefore we did. Above it the finish magazine advert.