This document outlines rationales for the visual elements of a music video, digipak, and magazine advertisement. It describes the color schemes, fonts, mise-en-scene elements like costumes, lighting, and expressions. It also discusses the cinematography techniques for the music video like shots, angles, and camera movements. Finally, it describes the composition elements for each item, such as establishing shots and narrative structure for the music video, layout and inclusion of required information for the digipak, and elements like images and purchase details for the magazine advertisement.

1. RATIONALES
Ella Potton

2. Colour scheme
Music Video:
◦ Quite natural with lighting from outside, which will juxtapose the artificial blue and red lighting from the
shots that are inside. Editing effects will have photo slightly enhanced but have a faded filter over the top.
Costume and makeup remains fairly neutral.
Digipak:
◦ Bold colours for digital art, brighter clothing along with natural colours too.
Magazine Advertisement:
◦ Faded effect, colours from digipak.

3. Fonts
Digipak:
◦ (insert screenshots from DaFonts)
Magazine Advertisement:
◦ (insert screenshots from DaFonts)

4. Mise en scene
Setting: suburban area, inside house
Props: none
Costume: alternative style, casual fit, retro inspired, denim, plain and bold colours
Hair: natural and realistic
Make-up: fairly natural, colour in eye –shadow
Facial expressions: quite relaxed and aloof looking
Body language: rather relaxed
Lighting: natural and contrasting artificial coloured lighting
Colour schemes: red and blue lighting, faded editing effects/ filters, bold coloured digital art

5. Cinematography
Music Video:
◦ Cut transition, fade in from black, 3rd person perspective, close up/mid/long shots, pace of editing matching
tempo of sound, mainly eye-level but also high and low angles, hand help camera, tracking/ panning to
follow movements/subjects.
Digipak:
◦ Multiple photographs, raw photos for digital art, long and mid shots of artist.
Magazine Advertisement:
◦ Photograph of the advertisement, in a poster form, to appear more realistic and have a more unique layout,
to appear more stucking.

6. Composition
Music Video:
◦ Establishing location shots, shot with just artist/ subject in a frame with artificial lighting, narrative structure
that tracks movement of main character.
Digipak:
◦ Not applying to the rule of thirds on cover from more alternative style, digipak is arranged into six faces,
includes digital art, background patterns/ images, layering of background images and text, Name of single
and artist on cover, conventions, such as barcode, record label logo all included in layout flat plans
Magazine Advertisement:
◦ Name of single/ artist, ”out-now” appeared to be stamped or handwritten ontop, barcode, tracklist, images,
lyrics, image of digipak, website link to buy or download music, record label logo.