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Creative Critical Reflection

My media products (music video and digipak) represent social and emotional issues primarily through mood, aesthetic choices, and performance style rather than direct narrative or explicit storytelling. This aligns with contemporary music media conventions, particularly within alternative pop genres where artists like Billie Eilish often explore internal psychological and emotional states instead of overt social commentary. The key social issue represented across my production is emotional isolation, which reflects a broader modern concern among young audiences who experience loneliness despite being constantly connected through digital platforms. In the music video, representation is constructed through mise-en-scene, cinematography, and editing choices. I used soft, muted colour grading to create a washed-out visual tone, which symbolises emotional detachment and sadness. This visual style reflects the idea that emotional experiences are not always intense or dramatic but can exist in...
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Final cut & export

After completing the editing process, I created the final versions of both my major and minor tasks. The major task involved producing the final music video, while the minor task focused on designing the digipak. For the music video, I reviewed the entire edit to ensure that the visuals, timing, and overall flow were consistent. Minor adjustments were made where necessary to improve continuity and maintain the intended mood. Once I was satisfied with the final cut, I exported the video in a suitable format and resolution for online viewing. Major task: https://youtu.be/q1yGKEDRazg Reflection on final music video: While completing my final music video, I recognised several areas where my work could have been improved. Due to working under time pressure and leaving a significant part of the production close to the deadline, I experienced stress during filming. This affected my control over the camera, and as a result, some shots were not as smooth or stable as originally planned. In hind...
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Promotional page & Marketing strategy

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As part of my ancillary tasks, I created a promotional page to advertise my music video for “Everything I Wanted” by Billie Eilish. The purpose of this page was to visually represent the concept of my video while attracting and engaging the target audience. The promotional design is based on the same dark and cinematic aesthetic used in both my music video and digipak. I created posters that feature key visual elements such as low-key lighting, strong shadows, and symbolic imagery. These visuals help maintain consistency across all my media products and make the project feel like a complete, unified brand. Typography and layout were kept simple and clean to ensure clarity while still matching the overall tone. The posters highlight the title of the song and the artist, while the imagery reflects the emotional and psychological themes explored in the video, such as identity, isolation, and internal conflict. The promotional page also supports the narrative and symbolism of the music vid...
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Digi pack

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For my ancillary task, I designed a digipak that visually connects with the themes and aesthetic of my music video for “Everything I Wanted” by Billie Eilish. The aim was to create a cohesive visual identity that reflects the emotional tone, symbolism, and narrative style of the video. The front cover of the digipak features a dark, low-key image with a strong focus on candlelight. This directly links to the recurring symbol used in my music video, where the candle represents life, emotional fragility, and internal conflict. The use of warm light against a dark background creates a strong contrast, drawing attention to the central elements while maintaining a mysterious and cinematic look. The colour palette of the digipak is deliberately limited. Dark tones such as black and deep shades are used to represent isolation and emotional depth, while red is introduced as a dominant colour in the CD design. The red colour can be interpreted as a symbol of intensity, danger, or emotional weig...
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Colour Grading & Visual Style

During the editing stage, colour grading played an important role in creating a consistent visual style and reinforcing the emotional tone of my music video. Instead of leaving the footage in its original form, I adjusted the colours to match the dark, cinematic aesthetic planned in my moodboard. A key decision was the use of a restricted colour palette. Cooler tones such as blue and grey were applied to most scenes to represent isolation, emotional detachment, and the weight of the character’s past. These tones helped create a cold and distant atmosphere, which aligns with the overall theme of internal conflict. In contrast, warmer tones were used selectively in certain moments, particularly in scenes involving softer lighting. These warmer colours, such as subtle yellow and amber, were used to suggest reflection, memory, or remaining emotional warmth. The contrast between warm and cool tones helped visually highlight different emotional states within the video. I also focused on main...
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Editing Process Overview

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The editing of my music video was completed using Wondershare Filmora, where I assembled and refined all the footage captured during production. This stage was essential in shaping the final outcome, as it allowed me to control the pacing, visual tone, and overall structure of the video. I began by importing and organising all my clips, selecting the best takes for each scene based on composition, clarity, and performance. Since I had recorded multiple takes, this step helped me ensure that only the most effective shots were used in the final sequence. Once the clips were arranged according to my planned structure, I focused on synchronising the visuals with the music. The timing of cuts was adjusted to match the rhythm and emotional flow of the song, allowing the video to feel more cohesive and connected to the audio. Slower cuts were used in most parts to maintain the calm and heavy atmosphere of the concept. Colour grading was an important part of my editing process. I adjusted the ...
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Challenges During Filming & Solutions

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During the production of my music video, I faced several practical challenges, particularly while filming outdoor scenes. These challenges required quick thinking and adaptability in order to continue the shoot without compromising the overall concept. One of the most significant difficulties occurred while filming near the river. The ground in that area was unstable and muddy, which made movement difficult and potentially unsafe. At one point, there was a risk of getting stuck in the mud, which created a stressful situation during filming. To manage this, we quickly adjusted our approach by completing the required shots efficiently and moving to a safer area as soon as possible. This allowed us to avoid further risk while still capturing the necessary footage. Another challenge I faced was related to lighting conditions during outdoor filming. Due to delays caused by earlier difficulties, I was unable to reach the next location on time, which affected the natural lighting I had origin...
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