The document provides an evaluation of Joe Duffy's production process for a music video. It discusses his research on filming techniques and music video conventions. For planning, Joe created a proposal, powerpoint, and storyboard detailing shots, locations, and how each part would correlate to the song. Some challenges included battery issues that cut filming short and not fully planning lighting or backups. Overall, Joe felt he managed his time well across multiple filming days, though stop-motion parts had to be rushed. The evaluation analyzes technical qualities like camera work, editing, and aesthetics, noting aspects that were successful while also identifying areas for potential improvement.

1. Evaluation
Joe Duffy

2. Production Process
Evaluation

3. Research
During my research, I looked at a variety of techniques, describing their
usefulness and function in great detail. This helped my product as I knew I
could use these techniques, so I could pre-empt what kind of filming or
images I would need to be successful during editing instead of rushing
filming afterwards to fit in. I also analysed the conventions of music videos
so I could get a grasp of how I should format my own product as seamlessly
as I could. I did this by describing the general aspects that are included in
most music videos like close ups and how cutting between shots can be
used. This helped me process my own ideas accordingly. I finally researched
the specific style my chosen artist to help either get a better feel for the type
of style I should follow to get the most out of the song, or what pars I
wouldn't mind changing to make a more unique video.
I think I could have analysed more music videos generally, to see common
motifs to get a better understanding of how I should lay my own product
out. This could have given me a better structure to go by rather than base off
my own ideas and a couple of videos. I also think it could have been
helpful to do more than one experiment for each technique I practised to
understand the process even easier than I eventually did.

4. Planning
My Proposal supported my final product as it allowed me to focus in on how my
audience would react to each part of the video's ideas and therefore how to modify
them to suit the audience appeal. I could also analyse how former projects could help
advance the video, with certain techniques being re-used to shorten learning time. On
top of this, I could understand what kind of techniques I would need and how I wanted
my product to visualised overall. Finally I made a small schedule that I could follow to
make sure I wasn't too rushed for time.
As a further piece of planning, I worked on the Pre-Production PowerPoint which gave a
more detailed look at the video specifically. I could think about how and why I wanted a
particular look or style to be represented in the product as well as using a storyboard to
picture the basic picture. The most useful piece of information I created was a
Structural Breakdown, detailing what type of shot, acting and location I wanted each
line of the song to be represented by. While I didn't follow every single description
during description, or in the right order, I stuck mostly with it and the descriptions really
helped visualise the full video.
A weakness of my planning came when I didn't fully describe how lighting would affect
my shots and perhaps what my back-up plan would have been if it was, by chance,
raining. I could have also planned out how many images of housing I would need
instead of taking a random amount, later figuring out how many I would actually need
to correlate with the beat of the song.

5. Time Management
I would say I handled my time successfully generally, with designated days to suit each
location and person involved in the production. On the first day, we set up our
equipment in Town on an early morning, when less bystanders could interrupt the shots
that had to be taken. We got to the required areas for shooting as efficiently as we
could and once the essentials were done, the rest of the time was spent collecting parts
that could be useful in the long run.
On the second day, we filmed all the segments that required all the cast members, set
in a single location. The filming was streamlined so didn't take too much time to finish,
starting early to avoid rushing as well as letting the lighting to make the acing as clear as
possible.
Unfortunately the third day didn't bode well as the two cameras that I was using ran
out of battery leaving me a little distressed as that day I was alone to film the stop-
motion segments so my time to create them was cut down considerably. The previous
footage was also difficult to find in amongst the camera files, slowing down the process.
This lead me to have to make the stop-motion parts during the production process,
filling them in as I went. While I would have wanted some more time on theses
segments, I believe the overall product turned out well.
The actual production went very well, with only a few computer problems on the first
couple of days. Other than that, the segments fit in well, with the cut transitions and
light editing being simple to make and the rest of the production being used to tweak
certain segments to accurately fit the part of the song thy were associate with.

6. Technical Qualities - Camera
In the original "Our House" video by
Madness, especially at the start, most of
the video is spent in a single location of
their house, with the camera kept still upon
the main singer's face.
Sometimes the camera is a bit out of focus due to the types of
movement but I don’t have enough experience to know how to
keep the camera focused. When it did go out of focus,
unfortunately the cameras were running out of power so
multiple takes were unlikely. Another point is that the opening,
while slightly blurred, was noticed by my audience to move
with the beat and I am not sure if I could replicate that with
another take.
To differentiate from the original, I used different movements with the
camera, trying to associate the motion with the kind of mood the
scene had while still allowing the viewers to understand what was
happening. I would have liked to have even more dynamic shots as
there were still a fair amount that maintained a stiller shot.
Unlike the original, I made it so that every single part of the
video was associated with the description, perhaps with a
twist as my Father's Sunday best is his cycling attire, of the
song to keep the audio and visual completely connected.
In Madness' video, I realized that very few of
the scenes actually correlate with the lyrics,
keeping it's attention mostly on the band
doing pretty random things that could be
associated with home life or just having fun.
Like the main singer, a lot of the original video
spends time on the band playing their
instruments, getting in close on the more
directly heard apparatus or giving a wider shot
of all the instruments in the single living room.

7. Technical Qualities – Editing/Post
A key part of my video is how the images of the
buildings are cut between each other according
to the beat of the song, keeping the up beat
tempo while keeping the audience attentive with
the fast visuals.
I used some fade in and out transitions for
parts of the video where the music carried on
for a little bit into the next part, therefore
keeping the link between the audio and visual
design that I wanted.
I managed to add a couple of transitions that were
not directly cut transitions to add a little diversity to
the presentation. These were camera blocking and a
tracking mask. The former was very simple to do
while the latter required a far more prepared scene.
While it would have nice to do more of these shots,
the novelty would have worn off and the tracking
mask needs a lot of time to make.
A certain section of the original Madness
video speeds up the visuals to add a
comedic slant while also compacting a
lenghty scene into the allotted time of the
lyrics.
The Madness video uses a lot of tracking
shots to show different parts of the same
scene, giving the impression that more is
being added as the segment goes on.
Their video cuts on a single piece to show different
angles, retaining the audience's attention while
keeping to the basic beat of the song. This gives the
random visuals a cetain rhythm for the viewers to
enjoy. Some of these cuts get close in on a face or adds
a new character, so the pace is maintained and kept
interesting.

8. Aesthetic Qualities
I think my video looks visually nice, even with it's slight blur which I don't know how to avoid if I want to
have more motion to keep the visuals interesting. Actually I believe along with the square appearance,
the bluriness gives the segments they are associated with a feeling of the past, with the memory of
history being unclear. I think it was creative, especially it select parts like when my Father wears his
Sunday best he has his cycle gear on as he goes on rides on Sunday mornings, as well as using Clifford's
Tower as the location for "Our castle and our keep". An aspect of the video I enjoy is the images of
housing that correlate along with the beat. This keeps the song in time while adding a fluidity which is
enjoyable to watch. The variety of places shown also allows the song to seem more relatable to a
broader audience. I appreciate that my visuals match the according lyric, keeping the video in sync so
the watcher doesn't have to have to think more about one side of the story being told, maintaining their
full attention on the video as a whole. On top of this, the goofier acting in production made it so
we enjoyed doing it more, allowing for more expression and humour in the video.
On the other hand, while I did make some shots have more movement, I would've liked to have done a
few less still shots to make the video even more dynamic as a whole. This is the same belief for the
types of transitions although to lesser extent. I wouldn't have minded using more camera blocking as it
is simpler to do, rather than a tracking mask due to the amount of preperation and editing it requires
would be a lot to deal with. However, an over abundance would generally have made their appearence
less of a spectacle. The amount of focus is susceptible to opinion. I don't particuarly mind it, especially
comaparing it to the entire video as a whole. The amout of work that went into the entire project
decreases my pickiness of the clarity in a few shots while there may be others that believe it is a
hinderence for some reason. I final part I would have liked to improve upon is my stop-motion part.
While I honestly think it's good, I wish I hadn't lost a day of production so I could make it flow a bit
more. But the more jaunty style works in it's favour as it somewhat keeps the the song's beat.

9. Audience Appeal
I believe that for the most part, my video appeals to my very broad audience. I think this is
through it's mostly comic based visuals which should hopefully be enjoyable to many age
ranges from children to the elderly. From the reactions I have witnessed, the large
majority laugh at a lot of the segments, partially because they know the people involved, but
mostly due to the goofy acting. I hope the, while exaggerated, kind of imagery is relatable so
the audience can understand a lot of parts in the video. By having a more "nuclear" family, it
means that both younger and older viewers can understand the goings on and connect with
it's meanings as the characters represent a broader set of people. More directly, the stop-
motion segments should hopefully keep much younger children attentive due to it's more
youthful style of expression. By involving my Parents, I hope that I have been able to connect
their scenes with the older people watching the video.

10. Peer
Feedback

11. Feedback 1
• What did you like about the product?
I liked how the pictures of the houses changed with each of the beats
in the song. It really made the video feel connected to the song's kind
of fast pacing which was a nice detail.
• What improvements could have been made to the product?
I might have added a few more different transitions to make the video
have more visual flare I think. It may have made the video look even
more interesting if you used them more throughout.

12. Feedback 2
• What did you like about the product?
I think the comedic side of the video added a lot, especially as they are
in line with the lyrics. The set pieces like "late for work" and others
really portray the idea of the song visually while making the scene
funny for the audience.
• What improvements could have been made to the product?
Using more camera angles could produce an even more "intense" style
to the video, further signifying the crazier style of the song rather than
using quite a few stiller shots.

13. Feedback 3
• What did you like about the product?
I appreciated the more emotional side of the video with the showing
of the closeness of the protaganists in the video. You can also see the
emotional part with the pictures of parties and school classes, that
make me appreciate the video even more.
• What improvements could have been made to the product?
I believe that there are some shots that could be clearer, as they
make the video as whole seem a little unfinished with the focus being
out on a few shots.

14. Peer Feedback Summary
• What do you agree with from your peer feedback?
I agree that it would be beneficial to use more camera angles in my
video to show an even more dynamic style to my work and I agree that
the fast cuts do help connect the song with the video. I also agree that
the different tones provide a more interesting look into the lyrics of
the song, showing the humour and emotion of the family.
• What do you disagree with from your peer feedback?
I disagree that the video seems unfinished just because a few shots
were slightly unclear as there was intentional motion that makes ti not
crsytal clear and I havent be taught how to keep ther camera in focus
so the video shouldn't be judged purely on a few unclear shots.

15. Action Plan for future development
If I ever decide to do more filming, I plan on using more camera angles
and motions to further improve the dynamics of the visuals. I will
attempt to keep the camera in focus the best I can and use even more
transitions to mix up the look to keep the audience even more
interested. Hopefully, I could generate ideas faster to begin with so
that I hae more time to plan out my key points faster. I could also
research more types of video that associate with my work to get an
improved idea of what could I potentially create in my own work.

16. Peer Feedback Summary
I will work on the camera control if I ever do filming again, trying to
create more dynamic shots and persoanlly attempt to create more
transitions. To further this, I could try to learn how to keep the camera
clearer so that the shot satisfies everyone, making the full video feel
more complete.