The document outlines the process of creating a cross-media campaign, including a music video, digipak, and advert, highlighting the research on music video conventions and audience feedback. It details the construction phase, where filming, editing using Final Cut Pro, and design with Photoshop were utilized to align with identified conventions. Lastly, the evaluation involved using various media formats, including Prezi and Powtoon, to present insights and audience feedback effectively.

1. Research & Planning:
Firstly I researched different music video's using YouTube, from this I learnt and
gathered knowledge of what type of conventions were used, such as genre, mese-
en-scene, lighting and editing. I realised this differed between the type of music
video it was, such as narrative, performance, abstract or a combination.
As we created a cross-media campaign including a music video, digipak and advert
we researched using a variety of different media technologies. For example
magazine websites, digipak designs online and different font styles online. This
gave us an understanding of what a cross-media campaign is and the type of
representation we wanted to bring across to our audience. Part of the cross-media
campaign i gathered knowledge on was by looking at the artist, Ed Sheeran we
wanted to create the same style as the genre of the music was similar to our own.
For our initial research and planning we presented a treatment to a group of people.
We used the treatment to present possible ideas and thoughts, with this we
produced comment and questionnaire sheets to gather the audience thoughts and
suggestions on our treatment. As a result to this research we made some changes to
our production.
Throughout the process we have also used, Blogger. This enabled us to present our
research and planning to what we had learnt and our intentions for our final
production. Blogger was extremely useful throughout the process as we could
present the work to present to others, this was a good visual way to show the
audience our thoughts which allowed them to ask questions and comment.
Construction:
In the construction stage of our production we had to film the production,
photograph for the digipak and advert, along with edit and manipulate these to get
a final outcome. We used Final Cut Pro to edit our footage, this was an extremely
useful programme to use as it enabled us to create meaning to edit our narrative
together. Additionally we used colour correction on some shots, these we shots
which we felt were too low-key and dark. We used this particularly to bring out the
colours in the dress, this was the reds and pinks to create a more romantic/love feel
to the video.
For the digipak and advert we used Photoshop to edit and manipulate our final
outcomes. We wanted to stick to the conventions we had already identified in the
research and planning stages. Photoshop enabled us to manipulate our outcomes to
create this strong star image that we wanted to bring across our cross-media
campaign. In Photoshop we used layers to edit in fonts, logo's and album contents,
we also used the layers upon the front cover to create the bold close-up of our artist
along with the font/title. Especially in the advert we used the brightness and

2. contrast tools, this was to brighten parts of the image, such as our artist to draw the
attention of the audience upon him and the title.
Evaluation:
For the evaluation I used a variety of different media texts to present my
evaluation. I have used the presentation site Prezi to present all my evaluation
questions and answers in one presentation. I created an audio commentary on top
of my final music video outcome, in this I used Windows Movie Maker to edit the
audio commentary on top of the music video. I used this to tell and show the
audience specific stages and points I wanted to bring across in the music video
outcome, this included representations and conventions used throughout.
I also created a video presentation using the online programme PowToon. I used
this to talk about specific audience feedback I gathered throughout the research,
planning and construction stages. I used this site as it enabled me to edit the video
presentation against the chosen song of our music video. This was more clear to
the audience to what I was talking about in the presentation and enabled them to
relate it to the video and song.