The document discusses the links between a digipak, advertisement, and music video created to promote an album. Key elements were carried over between the materials to tie them together, like using graffiti from the music video throughout the digipak and having the artist photographed in the same location for the advertisement and digipak back cover. Dark lighting and themes of depression from the narrative music video were also reflected in the print materials. This was to help audiences connect the different elements and understand the full story being told across the promotional campaign.

1. HOW EFFECTIVE IS THE
COMBINATION OF YOUR MAIN
PRODUCT AND ANCILLARY TEXTS?
Guy Pollard

2. Digipack and Advert

3. Digipak analysis
For this digipak we wanted to
create something that had an eye
catching designer’s edge. Again we
are following the televised bard
theory by Sven Carlsson as we are
making the digipack all about the
music video and the narrative. We
have represented the artist on the
back cover.We did this because we
needed our audience to know who
the music was coming from.With
the artist on the back you were able
to sell the indie pop genre as well.
On the inside cover we took the
opportunity to advertise
SportsAble who starred in our
video.We were happy to be
promoting a charitable
organisation so to encourage
people to donate.This acts as social
corporate responsibilities which is
good marketing for the artists as
people see him doing good things.

4.  Graffiti:
The running theme throughout the digipak is graffiti on each
panel. We took the graffiti from the music video, to give it a direct
link and cool and indie feel which matches the artist genre.
 Dark lighting:
I used dark lighting to emphasise the characters depression. The
dark blue colours also match the artists clothing so that it reminds
the audiences who's music they are buying.
 Artist:
I put the artist on the back of the digipak so that the high profile
figure could sell the album. He is wearing indie clothing and
standing in front of the graffiti from the music video.
 Wheelchair wheel:
I used the wheel for the disk cover as the wheel fit the circle well.
It also linked the digipack directly to the music video as it got
people thinking about disability issues.
 Shadow figures:
The shadow figures work in synergy with the forest. The shadows
represent society towering over our character like a forest would.
The character therefore feels trapped in his wheelchair lost
amongst the forest.
 The Hulk:
On the front panel of the digipak we have the Hulk front the
graffiti in the music video. The photo has then been turned down
to a very low opacity. This is to represent the characters inner
anger and the Hulk is constantly trying to break out.
 Charity:
We felt it was important to mention the wheelchair basketball
team that helped us in the film. This then works as social
corporate responsibilities and people who see the artist doing
good things ill want to buy the album.
 Typography:
I wanted to keep the front the same throughout all our print work.
The font had to be simple and clear so that the audience can
easily pick out the name.

5. Advert analysis
As the advert was actually going to be
used to promote the music video we
decided that it would be best to use the
artist’s fame to sell the product.With a
large photo of the famous artist and his
name prominently at the top means
people will instantly recognise his work.
We chose to prove the integrity of the
music with reviews from well respected
critics. When people see these positive
reviews they will want to see more of the
music to see what all the fuss is about.
We highlighted the album title in gold,
the same colour as the star review.This
gave our audience the impression that
the album is of a prestigious nature.The
gold also acts a accent colour which
really made the text stand out and will
catch the reader’s attention when they
are flicking through a magazine.We
included things such as social media so
our audience could get their fix and find
out more about the artist and his work.
We included a release date so the
audience would know exactly when the
album is coming out.

6. • Artist:
Since the video had been completely narrative and digipak had a very
little feature of the artist it was important to make him the main focus
of the advert. The fame of the artist is what will catch and audience
members attention and ultimately make them want to buy the album.
• Typography:
We had to keep the name and the brand of Tom Odell the same as the
digipak to stick to conventions, the light font resembled the indie nature
of the artist. To show the prestigious nature of the album we used an
accent colour. the accent colour is what makes the album name stand out.
It is the same gold which has been used on the stars and this has a
psychological effect on the audience as they link the prestigious gold
coloured stars with album.
• Lighting:
Once again we would be using dark lighting to stick to the conventions of
the music video. The lighting symbolises the depression of the character
but also has other uses in the advert. To begin we the dark background
helps empathises the writing on the poster so it is more impactful on the
reader. The artist is also put in a much brighter light than the rest of the
poster. This is to show his prestigious states and to show that he is hope.
He is shown as hope amongst the darkness of the characters depression.
• Links from the video:
Since the music video is completely narrative we had to make sure we had
elements from the video that overlapped with the artist. We placed the
artist at the location of the music video. This showed the audience that
the music and the visuals weren't just stuck together with no relation. It
showed the audience that the artist is watching over the character like a
guardian angel.
• Genre conventions:
The shot of the artist in the advert has him looking moody and cool which
goes along with the indie genre conventions. If you look at Tom Odell
print you will never see him smiling. The artist is also wearing indie
clothing which is quite bright. This is to highlight the importance of the
artist and to make him standout from the background so that people will
recognise him.
• Quotes and brands:
We had to include these to prove the integrity of the artist. By having
quotes it showed the audience that it had a proven track record so they
have it on good authority that the album is going to be good. Having well
established brands helps the audience see where to buy the album.

7. Links between the music
video and the Digipack
We had a reoccurring theme throughout the digipak
where the graffiti from the music video was used for the
back ground. Predominantly the front cover is of
woodland so it looks like the character is lost in the
wilderness (emotionally and can’t see the wood for the
trees) but to connect it with the rest of the cover we put a
layer of graffiti over it with opacity at around 25%.The
graffiti in question was the incredible hulk which
represented the character’s rage with being stuck in the
chair.The dark figures on the front cover were
representing the general public and how they towered
over him like the forest.Throughout the music video you
see our character below (low camera angle) the public and
the front cover only emphasises this more.The Digipak
had to symbolises our character’s emotions, so we copied
the dark shots from our music video and put a dark layer
over all of the panels.This gave the audience the
impression that he is suffering from depression. Since our
music video was based on a narrative we had to make sure
we included the wheelchair in the digipack. We did this by
using the wheel from the chair as the disk. From a
designer’s point of view, this is an interesting idea which
helps promote the genre.

8. • Graffiti:
This has been placed on every panel and each pieces comes from the same
location in the music video, this creates links between the print work and
visual to help the audience see the link.
• Wheelchair:
The wheel off the wheelchair conveniently fitted the shape of the disk and it
has an artistic element the disk. These little reminders are there to show the
theme of the music video.
• Lighting:
We copied the dark lighting from the beginning of the music to show the
characters depression. There are only tow light things in the digipak… The
artist’s clothing and the lions from the Sportsable page. This is to show the
character and the audience that these are opportunities for happiness.
• Character:
It was important that we included our character in the digipak as the music
video is completely narrative. We used the back of the character because
this shows that he is concentrating on his own life and his own problems.

9. Links between the advert and
digipack
It was important that we linked both pieces of the
print work. Originally we came up with two
different adverts.The one on the left had the same
writing style of the digipak which would help the
audience make the link between the two. However
when we posted the two adverts online people
responded better to the advert on the right. We
decided to use the artist in this shot because it
would link to the back cover of the digipak. He is
wearing the same clothing and is holding the same
basketball.These are all links which the audience
can make. Both pieces of the print work have the
same dark filter which symbolises the dark nature
of the music video and the character’s depression.
In both pieces of print work we had to make sure
that we used the same font throughout so that it
has continuity.To make sure that the advert was
promoting the digipack directly, we put a photo of
the front cover in the bottom left hand corner
where the audience could see exactly what they
would be buying.

10. Font:
It is important that we used the same front throughout all pieces of the coursework
as this would create brand association with the name ‘Tom Odell’. The simple light
text we used for the name reflect the indie genre has we had to stay consistent with
the conventions of the genre.
Artist:
Naturally we felt it was important to have the artists on both pieces of print work.
since the artist was so small on the digipak we had to make him the focal point of
the advert as it would be his high profile that would make people want to go and
buy the album. We made sure that the artist is wearing the same clothing in both
pieces of print work, this is to show the link between the advert and the digipak and
to show the audience that he is circling around the same event in the music video.
Digipak:
On the advert we included a little photo of the album. This was done simply to let
the audience know what they were buying. After seeing the advert they we be able
to know exactly what to look for.

11. Links between the advert and
music video
In the music video we had created something that was completely
narrative. It was therefore important that we used the artist to
represent the genre as well as promoting the music video.
However, it had to have relevance to the music video.We decided
to shoot the artist in front of the phone boxes in the music video.
As well as adding powerful representation, we created a direct link
between the music video and the advert. It was important to use
the phone boxes because it is visually eye catching so the audience
would be able to make the link themselves. As the character was
not actually going to be in the music video we had to imitate the
music video as much as possible. We used the theme of dark
lighting to reflect the mood of the genre and the music video.We
also needed to show that the music video had progression in the
narrative. We wanted to show our audience that there was an extra
element to the music video, so we had the artist holding a
basketball.The audience who see the advert will be wondering
why the artist is holding a basketball, so they will go and see the
music video to understand why.This is a link which is important to
the advert as it is creating sales when people try and find out why
he is holding a basketball.

12. Conclusion
Why we made these links:
When creating a music video it is important that you have
continuity flowing over all your pieces of work. If you have
established this and you’re your pieces of work are connect
people will be able to make the link themselves.They will
be able to join your advert to the music video together like a
puzzle and tell other people about it to get them to try and
find the Easter eggs. Since the music video is completely
narrative we can leave elements of it around in our print
work. this helps the audience to focus on the narrative and
creates suspense for the more in-depth story.