Luke Headland evaluated his music video production process. His strengths included thorough research of video styles and effective planning with storyboards. Weaknesses included an inability to film some planned scenes due to issues like weather or lighting. Peer feedback praised the video's aesthetic, lighting and editing style, but suggested adding more scenes, brightening very dark shots, and syncing cuts more closely to the music's beat. Headland agreed more scenes could have improved the length, and acknowledged some shots may have benefited from increased contrast. However, he disagreed with suggestions to lengthen certain scenes, which did not fit the intended quick-cut editing approach.

1. EVALUATION
Luke Headland

2. PRODUCTION
PROCESS
EVALUATION

3. RESEARCH
Strengths:
Researching different music videos helped me come up with the style
of video I wanted to make. I looked at videos with similar themes,
mainly videos that took place at night with a lot of vibrant colours an
low lighting, as this was the style I wanted to implement into my
video. I was also able to see which editing styles worked best for my
video, as a lot of the videos I researched had very tame editing. I was
also able to look at different filming methods and which ones
worked and which ones didn’t, for example, some videos had very
choppy / quick editing, but I found that it didn’t fit the theme of my
video, so I researched different videos to find ones that did fit my
theme. There were a lot of long shots throughout most of the videos
that mainly focused on one subject, which is what I also did in my
music video.
Weaknesses:
Some weaknesses I had with research included songs & video choice.
At first, I did not know what style / genre of music to chose from. I

4. PLANNING
Strengths:
Because of planning, I was able to map out all of the shots and
scenes I wanted, which really helped when it came to production. I
was also able to implement different ideas by adding them to my
storyboard, and change them if I wanted to and because I was
constantly coming up with different scenes and ideas. The
storyboards also helped me structure my video, planning where the
camera was going to go and what was happening in the shot, as well
as having the ability to take notes on how the scene was going to be
shot and creating a shot list also helped with this.
Weaknesses:
Unfortunately I was not able to get all of the shots I had planned into
my video, as I ran into problems such as lighting. I had originally
planed to have a scene near a pond on a bench in my video, but when
it came to filming, the area was just too dark and I was unable to film
there so I had to film the same scene, just in another location. I also
had problems with sticking to my schedule, as I either didn’t have the

5. TIME MANAGEMENT
Strengths:
My time schedule gave my an idea on what I was going to film on
each day and what scenes I was going to film. It also helped me plan
ahead, so I was able to get people to help me with production and
to let them know when and where we were going to be filming. I
also planned how much time I was going to take on each scene, so I
would avoid wasting time on things that didn’t need to much time to
film. I also planned to film some little scenes before production
started, as I had the time and was able to film with my own
equipment.
Weaknesses:
One problem I had with my time schedule, as I was not able to
determine what the weather was going to be like on the nights I was
filming. One of the nights I had planned to film it unfortunately
started to rain, so there were a lot of shots I could not film on that
night, which meant I had more to film on the next shoot. Another
problem I had was unavailable help. Some of the days I had planned

6. TECHNICAL QUALITIES -
CAMERA
Working with my camera
has a lot of challenges, I
used my own camera
with a different lens
(50mm) because it was
good for low light
shooting, which was
really important for my
video. Using the stock
lens didn’t work or look
good, as there was just
too much noise and film
grain. Although my stock
lens would’ve been easier
to work with, because it
has built in stabilisation
and good auto focus, I
still decided to use my
50mm, because it made
When shooting with my
50mm lens, the majority of
the shots had to be still
shots, mainly because the
auto focus was really weak,
and every time the main
subject moved a long with
the camera, the footage
became really blurry.
Because the camera lens had
no built in stabilisation, most
of the camera shots had to
be filmed on a tripod, and
for all of the moving shots
we had to hold the tripod as
we filmed which was quite
difficult at times. Another
thing we faced was making
sure the camera was

7. TECHNICAL QUALITIES –
EDITING/POST
During the editing
process, I went through a
lot of different editing
styles. I had originally
edited and planned the
video to be very tame and
calm with not a lot of cuts
and choppy editing, but
soon decided that it
would be a better way to
personalise the video by
editing it in this way, so I
did. I added a lot of
inverted flashes
throughout the video, to
give the ‘life flashing
before your eyes’ effect,
as the main character is
reliving the night he died.
I also decided to make the
footage look really grainy
and old styled when the
camera was in the POV of
the mystery killer that
shoots the main character
at the end of the video.
Each shot where this
happens is because its
either in the POV of the
killer, or the killer is
nearby. A lot of the shots
are really short and edited
together really quickly to
give the effect of time
going bye fast. I even had
two shots of a phone with
different dates and times
on them to confuse the

8. AESTHETIC QUALITIES
I am really happy with the quality of my video and how it turned out. I
worried that some areas / shots would be too dark or too grainy, but
where we shot there was just enough light, and the areas that were too
dark I shot in a different location. I think the darkness and the green &
orange connotations blend very well together. I was originally going to
have a blue colour theme throughout the whole of the video, but found
that the green colour aesthetic worked much better, and also related to
the theme of the video nicely.One thing I would like to
change next time is the offset
of the dark areas in the video. I
think a lighter gray colour
works a little better and makes
the video stand out more and
makes some shots more
recognisable, as some areas
are extremely dark. I would
also have liked to have the
main character highlighted a
little more throughout the

9. AUDIENCE APPEAL
I think that my video has overall appealed to my target audience as I
have stuck with the theme that I planned with during research and
planning. I think that the video also correlates to the genre of music
‘alternate rock’. I added little details as well as scenes and shots that
highlight the genre of music, for example the overall dark green and
orange colour tone fits the dark, depressing and mysterious theme
of the video as well as some scenes that feature some mysterious
happenings and flashy choppy editing. Most music videos in the
alternate rock genre also feature a main subject, where all the
attention is focused on one particular person whilst a story is being
told which is what I have done with my video.

10. PEER
FEEDBACK

11. FEEDBACK 1
What did you like about the product?
 ‘The lighting throughout the video worked well, a long with
the colour theme. I thought the green highlights worked well
with the night setting and gave the video mysterious vibe. I
also really liked the editing, the inverted shots were a good
way to structure the video and were a good editing technique.
My favourite part of the video were the few opening shots
with the main character getting ready to go out. I thought it
was cut together very well and didn’t waist time or linger on
any shots for too long.’
What improvements could have been made to the
product?
 ‘I think the video could’ve been a bit longer and you could
have filmed a few more extra scenes. I also think the ending
could have been a little more clearer, so the audience knows
what has happened to the main character. I also think there

12. FEEDBACK 2
What did you like about the product?
 ‘The aesthetic of the video was really good, the lighting and
colour grading worked really well especially at night. I also
really liked the editing style with the quick cuts and the
flashes throughout the video. I also liked how you stayed in
character throughout the video, and I really liked the ending
and thought it was very mysterious and left me with a lot of
questions in the end. I also really liked how it was shot, I
thought the camerawork was really good.’
What improvements could have been made to the
product?
 ‘I feel like a lot of the scenes felt very repetitive, and some of
the shots were a little too long and could have been trimmed
down. I also think that some of the scenes were too dark, and
could look better if they were brighter. Another thing that I
think could be an improvement is more scenes with some

13. FEEDBACK 3
What did you like about the product?
 ‘I really liked the sound effects at the end of the song, I
thought it made the video seem more realistic and more
scary. I also liked the lighting, because it was very dark even
the streetlights work well and I like how the light bounces off
surfaces and gives it a nice look. I also like how you used
transitions, with the flashing fading in and out, as well as the
inverted flashes throughout the video.’
What improvements could have been made to the
product?
 ‘I think you could have added some extra shots throughout
the video just to make it longer, and also maybe stretch out
some of the existing scenes to give them more development. I
also think you could have cut to the beat of the music a little
more, there were some of those moments, but it would have
looked good to have it flow throughout the entirety of the

14. PEER FEEDBACK
SUMMARY
What do you agree with from your peer feedback?
 I think that I could have tried to film some more scenes to make
the video longer, but I did have problems when filming which
prevented me from filming a lot of planned scenes. I also agree
that I could have turned up the contrast just to make the video a
bit brighter, because there were a lot of incredibly dark scenes. I
also think that it could have been better if I cut to the beat a
little more throughout the video to give it more flow and
correlate with the song.
What do you disagree with from your peer feedback?
 I disagree with making some of the scenes longer, as I was
going for a quick cut editing style, which is why the majority of
the scenes are quite short an have a lot of choppy editing in
them. I also believe that the opening scene wasn’t my strongest,
I much prefer some other scenes in the video, and I think I could
have maybe been a bit more creative with the opening scene

15. PEER FEEDBACK
SUMMARY
 Overall, I agree with the vast majority of my feedback. One
thing I wish I could have done is film more scenes, not only to
make the video longer, but I also had other ideas that I really
wanted to implement into the video but unfortunately was
unable to. I also would have preferred to have some more
characters / actors in my music video, to potentially create
new characters and add more of a story to my video as well as
being able to film more scenes and generate more ideas. I
agree with the aesthetic feedback. I am happy with how my
video looked and how it was presented. I think the lighting
and colour grading worked really well throughout the whole
video and fit the genre of the video and the song. Im also
glad people liked the choppy flashy editing style of the video.
Personally I feel like I could have varied the editing a little bit
more, but I did really like the flash transitions, the quick cuts
and the inverted frames. I do agree that I could have made
some shots a little bit longer, as a lot of them felt as if they
were over very quickly, and I didn’t give the audience enough
time to process what was happening throughout the video.