Blog 20 - Evaluation and Feedback

This is a prsentaion of my evaluation and feedback: https://docs.google.com/present/edit?id=0AVixV9FyemaZZGpmdnd3Ml8wY3pqdnA1Zmc&hl=en

Blog 19 - Finished Video

This is our final video: http://www.youtube.com/watch?v=1dEf9lmS2ec

Blog 18 - Creative Camera Use

In the creating of our video we had to use a number of different effects and techniques. For example at the very beginning of our video we sped up the sunset by 5000% and then reversed it to create the opening 5 seconds. We also used a number of different camera movements to create different shots. In seconds 12 - 22 we used a panning shot of the forest we were setting the video in. This also worked well as an establishing shot as it set the scene for the rest of the video. Another type of shot we used was a close up. This allowed the audience to see facial expressions very clearly. We found this worked well as part of a powerful beginning:

Another way in which we used a close up was to apply the rule of thirds. This meant the subjects face was in the left third of the shot as this is where the viewers eyes are naturally drawn to. It was also important for us to ensure she was singing in time to the music so that she could be lip synced correctly.

Another type of shot we used was an extreme close up. We used this when filming in the studio for the scene when the boy is building the coffins. We wanted to show the significance of this section and felt it was important to show details such as a nail being hammered in to clearly show the narrative:

We also used this type of shot to focus on the eyes of the male character. This was highlighted as the most important part of his body and therefore showed a relationship between him and the main female character when the shots cut between the two of them. this was to relate to the use of 'MY' in the song title which suggest a relationship.

We used different transition effects between shots such as cross fades and jump cuts. We used cross fades on the parts of the music that were slower such as the long 'you' at the end.

Other camera techniques we used included slowing down footage. This worked well in one of our ending shots when the main character was running across a Field. Slowing it down worked well with the tempo of he music and there was an abstract contrast between the action of her running and the speed at which it was shown.

Blog 14 - Shooting Diaries

For our first day of filming we went to Friston Forest. This was where we had conducted our reccy and had taken the pictures for our storyboard. One of the initial problems we encountered was that only two people out of the six we had asked were able to turn up for filming on that day. this meant we had to re-think some of our group shots and Ciara also stepped in to be filmed at one point. Everyone had remembered to bring all the equipemnt they were meant to with them such as; the camera, tripod, DV tapes and costume etc. When we arrived at Friston Forest we were concerned that it would start to rain. This would have resulted in us having to post-pone the shooting for that day as the equipment would have been damaged by the rain and it would have been unreasonable to ask the cast to lie on the ground when it was wet.


Luckily it didn't rain and we were able to got the shots we had planned for on that day.

For our next session of filming we wanted to capture the indoor shots of a boy building a coffin. This meant we had to book a studio in college that would be appropriate for this. We also had to bring in props including a hammer and some sawdust. During this filming session we developed our skills in being able to use the studio lights in order to create the best shadow effect that we used in our video. We also had the song playing in the background to enable George - who was starring in it, to hammer in time to the music. This session of shooting proved very successful and we captured much more footage than we needed.


For our next session of shooting we went to a forest in Uckfeild. This was a 40 minute journey for myself and the dancer I was taking up there so lots of planning had to be undertaken the night before. For this session we used the same dancers as last time as well as two extras. This meant were were able to create the group dancing shots we were unable to in the first session.

The weather was much better this day so we were able to stay out filming for longer. This gave us time to be creative with different shots and the angles we were using.

These are three examples of different ways we used the camera to create the best shot:

Because we were filiming in a forest we were able to be creative with different shots on set as there was so much we could use in that environment that we had not planned for. For example in the Uckfeild forest we saw two trees leaning apart that created the perfect seat. We though this would work well as a throne for the main character to sit in for the line 'Kings and Queens have all knocked on his door'. This then lead to us having the idea of making a crown out of leaves and twigs.

As the sky was much clearer on this final day of shooting we were able to capture a clear shot of the sun setting. This is our ending shot and our opening shot when reversed to show the sunset and sunrise. The camera and tripod were set up directed towards the sky a we recorded for just over an hour. This then meant we could speed up the sun's movement across the sky.

Blog 17 - Rejected Footage

When looking through and editing our footage we came across this clip. We were unable to use this in our final video because the bags and other belongings of both cast and crew members were in the shot in the background. We chose not to use this as it looked unprofessional and ruined the mise en scene as the whole theme of the video is related to nature and we kept costumes simple to avoid any materialistic theme being represented. This therefore made it very inappropriate to use this shot.

The same issue occurred when reviewing this clip.

Another issue encountered when filming was lighting. The still from the clip below shows a poorly lit shot of her miming to the song. We shot this scene from different angles and as this particular shot had poor lighting it would have contrasted with the better lit shot from a different angle. We resolved this by changing the exposure level on the camera.

As part of our opening sequence we had the main character sitting up from the ground. In this shot she was supposed to look inquisitive as if she was in a completely new environment. in the first take of this however she started laughing which therefore meant we couldn't use it as it would not have matched the music or the narrative of the video.

For another section of our video we had the main character lying in the leaves whilst singing. during this clip she was wearing a crown of leaves and twigs as part of her costume. This was in realtion to the earlier lyric of 'Kings and Queens have all knocked on his door'. During the shot of her lying down the crown slipped and went over her eyes. This distracted the attention away from her singing and also meant that you could not properly see that her eyes were shut. We chose to reject this footage as we felt it was important for the audience to see that her eyes were shut to show the emotion that was in that shot.

In another section of our video we had the main character dancing on a log with two backing dancers behind her on the ground. We deliberately chose to have the main character standing higher than the other two to show the different levels of status, however during our first take she fell off the log. This also resulted in her laughing which meant we couldn't use the shot.

Another shot we decided to cut was a spinning skyward view of tree branches. This shot was filmed by holding the camera and not using the tripod. This therefore made the shot shake at some points and the speed would often change. originally we were going to have this shot after the shot of the main character spinning to create an eyeline match, however due to the poor quality and lack of consistency of speed we chose to reject this shot.

A further idea we rejected was to have the main character ageing throughout the video. This was to show her changing through life and getting closer to death which linked with the coffin theme of the song. We chose to scrap this idea however as we were unable to create shots to show the transition between her being young to very old. This would have meant that the sudden change would have seemed confusing and out of place in the video.

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Blog 16 - Advert

Advertising is one of the key elements in the promotion of an artist or group. An example of an advert from Florence and the Machine is for her album 'Lungs'. Included on the advert is the key information; Name of the band, name of the album, the formats it is available on and the date it is released. The advert is an enlarged version of the album cover. This means that the consumer can immediately visually relate the album to this advert when they see it. This is important as it means that once they have seen the advert, the album in the shop will stand out as they have already seen the picture, immediately drawing their attention to it. The colours used on the advert are natural dark brows and greens, however, the writing stands out immediately as they have used the most contrasting colours possible; white on a black background. This makes sure that the first word you read is 'LUNGS'. This is all in capitols and is quite powerful as a word on its own which encourages you to read more to find out why its is written. The fact that Florence Welsh has a pair of lungs on the outside of her body is also quite eye catching and you can immediately associate this with the album name. Florence Welch is not making eye contact with the camera. This technique is often used in other advertising campaigns to create a connection be yourself and the subject. This technique was not adopted for this advert however as Florence Welch is looking down and turning away. This stance works well for this advert because it creates a shy but endearing quality, contrasting with the boldness of wearing a pair of lungs around her neck and therefore ultimately intriguing the audience. Another band that also incorporates 'Indie' in their hybrid genre are: We are Scientists. The colours used in this particular advert are much brighter than the colours used in Florence and the Machine's advert. This creates a less mysterious quality but instead a more up beat and joyful style. This is also enforced by having a guitar featured as well as having the two members, Kieth Murray and Chris Cain, singing in the advert. Similarly to Florence and the Machine's advert, neither band member is making eye contact with the camera. This has a different effect on the audience however as it shows them to be to emerged in their singing and enjoying it too much to notice that a picture is being taken of them. This illustrates how exciting their music is thus making the single more appealing to the audience.

When creating my advert i chose to incorporate the eye catching qualities seen in the adverts above. This made me choose to have a bright font and feature a medium close up of the person we had playing Florence Welch. The picture used for my advert relates directly to the digipack and music video. This is because the subject is wearing the same costume (including hair an make up) and is in the same location that the video was filmed and the pictures for the digipack were taken. This means that when the consumer see's the advert, they can immediately associate it with the video and the digipack, therefore making it more memorable.

This is one of the flat plans I created for my own advert. I chose to use a black and white effect to help create a more edgy and mysterious effect. This would also make facial features such as her eyes stand out. I also wanted to have the trees as a main part of the advert as they relate to the woodland setting of the video. When experimenting with this design in Photoshop however, the black and white effect did not make the advert eye catching enough. This led me to decide to use colour in my advert.

In this Flat plan I incorporated the tree image with a coffin. I created this with the idea of having all of the images (a tree and a coffin) and texts faded over each other. Similar to using a cross fade on final cut express. I also chose chose to use the same purple used in my digipack. The font used for My Boy Builds coffins is much bolder and therefore contrasts with the italic font that Florence and the Machine is written in, this was to make it stand out the most. I chose not to use this design though because when I tried to create it on photoshop, it looked to confusing and messy to have the pictures overlaying each other.

This was my final flat plan for my advert. To create this flat plan I took the idea of having Florence on it from my first flat plan and the idea of using colour for it from my second flat plan. I liked this design the most because it used a range of techniques to catch the audiences attention, including; eye contact with the subject and bright colours used for the font. I also chose to use the woodland setting again as this relates to both the digipack and the video.

For my finial advert I chose to use purple and white font on my advert as I used these colours in the digipack. I chose these colours because they contrast well against the background and compliment each other. The colour purple is also a connotation of mystery and femininity and I thought this was closely associated with Florence and the machine as well as the song, My Boy Builds Coffins.

I kept the information on my advert minimal as I felt the picture would stand out more if there was minimal text to cover it. It also makes the advert less daunting to read for the target audience.From my target audience research i found out that the audience is mostly female and has a range of ages. I feel that the purple colours used appeal to this target audience as they are associated with femininity. I also chose to use a soft italic font -Vijaya. I feel this also emphasized the femininity of the advert. The subject (Florence) is also wearing a lace top with he hair down, these re again stereotypical female qualities. I also took the genre into consideration when creating the advert. The setting in which both the photo and video were shot associates well with the usual earthy and woodland theme in Florence and the Machine's music videos.

This is the feedback I recieved for my advert:

Blog 12 - Health and Safety

It is important to ensure that when filming on set that are cast and crew members are safe and that no one is being put at risk during shooting. As we chose an outdoor set for most of our filming it was important to inform the cast of the weather conditions and the environment they would be in to make sure that everyone had correct clothing and footwear. We also conducted a 'reccy' prior to shooting as this allowed us to check the environment for any possible dangers that might occur on the day of shooting. We then signed a risk assessment prior to shooting in which we had to outline how we would avoid the following hazards; poor weather conditions, obstacles and obstructions (e.g trailing wires), flammable substances and publicly crowded environments. As the outdoor conditions we chose were not particularly crowded we were able to avoid this risk without affecting our shooting. The only other outdoor risk we would have faced during shooting was poor weather conditions, we therefore agreed to cancel shooting if it started to rain as this would damage the equipment. During our indoor filming we checked and cleared the room of all dangerous obstructions, such as unnecessary chairs and tables, before bringing in our cast member and equipment. We also ensured that all the equipment was set up before bringing our cast in the room. This was because the room wasn't particularly large and it would have been dangerous to have unauthorised people around the equipment when it is unstable and being set up.

Blog 13 - Shooting Schedule

This is the link to our shooting schedule: https://docs.google.com/document/d/1Xm5pUVe0R7YMN8kQ6A9aIr0HwVnN2AN1Lg8ivE80OfY/edit?hl=en#

Blog 11 - Story Board and Animatic

When creating our storyboard we chose to combine this with our reccy in Friston Forest. This meant we knew exactly how some of our shots we going to look. Some of the frames are sketched as these were the ones we shot in the studio.



https://docs.google.com/leaf?id=0B20gzrmLsLdxNjMzYWRlZjItYjA2Ny00MzE0LTk2ZjUtYTlmNDYwZjg4YTg4&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxZTQ2ZDRlYjItMjBhMC00ODUxLWFkNzEtYTU4M2RhN2U0NGFi&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxOWUzNDdkNjAtMTE2YS00NGY2LWIzYzAtMTdlNzljZjFmNTA1&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxMjE3NzRkNGYtZDhiNC00Njg0LTgyMTEtNmNkMDM2NDRjNzU4&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxMDQ1MzdkY2QtMmM5NS00YjYxLThhZjktMjAxYTEyMjE5ZjMw&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxYzE2ZDllMmQtYzFkOC00MzhjLWFjYzEtYjM1OGY3ZjQ1Nzcx&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxMmNjYzBlMjAtOGM1Zi00NTI3LTkyN2UtYTdiZDhmZWFlMzYx&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxMjdhZTgyNmQtMTYxMi00MTc5LWJhODItNGE1YWVhODcxY2Ni&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxZmU4YTQ5MTItYjk2Mi00MWI1LWI2N2UtOTFkZjM2NmE2MmU5&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxNWE2ZDcwODQtZjVlNy00MDc0LTk2YzUtMzBjYzdmMGViOTNk&hl=en

https://docs.google.com/leaf?id=0B20gzrmLsLdxM2Q1NWM0MzItMzI4Zi00ZDUyLTg0YjEtYmE1ZDhlMzFhODM1&hl=en

Blog 15 - Digipack

A digipack is a type of packaging that enables 2 or more C.D's or DVD's to be stored in one case. It is often made of card and has images and information about the artist and what is in the case on the inside and outside.

This is an example of an Album cover from

our chosen artist, Florence and the Machine. No digipack examples were available.

The front and back CD cover have a similar colour theme of mostly brown and then pink and yellow rectangles in the corner. The background behind Florence on the cover is a woodland setting with yellow birds and pink flowers which is then repeated on the back cover. The list of tracks on the back cover are written in the traditional Times New Roman font. This is in keeping with the traditional and earthy feel of the group. The name of the band however is written in a font that looks like handwriting which gives the cover a unique, quirky and personal vibe. The quirky nature impression given from the front and back CD cover relates to the indie genre of the music, as well as the quirky stereotype of 'indie' fans.

The album cover also appeals to the largely female target audience for Florence and the machine as the cover involves feminine details such as bird and flowers and has a picture of the lead female singer, Florence Welsh.

This picture is an example of Indie Fashion, these detailed head scarves would therefore be very appropriate for and costumes Worn in a video by Florence and the Machine.

The cover of the case for the single 'Rabbit Heart' by Florence and the Machine also appeals to the largely female target audience of the group. This is through the continuous use of pink and white as the main colours. The photo for the cover is taken in a feminine bathroom with lots of flowers around the mirror and on the tiles. The bathroom appears quite retro as if its from the 70s, this relates to her fashion - (in general and featured on this cover).

This overall retro theme is echoed throughout her music in her use of more traditional instruments, contrasting to any techno or drum and base genre music. Florence is making eye contact with the camera whilst covering up the rest of her face and wearing dark eye make up. This immediately makes the audience make eye contact with her and create a connection, and because she is hiding her face it gives the impression that she is keeping something secret which can entice the audience in to buy her CD and find out more about her and her music. Florence is holding a white rabbit which relates to the song title and is also considered feminine. The white rabbit is also symbolic of the story; Alice in Wonderland. This therefore links with the quirky and surreal nature of the music and when combined with the unusual setting makes it an intriguing and eye catching CD to buy.

This is a still from the blog section of the bands website. this has a very old, quirky and slightly disturbing theme. The page is very interactive as when you move the mouse over the lungs they expand as if breathing and when you move the mouse over the the doll face it blinks and the eyebrows move. This is slightly startling for the page user making the page more iconic than other band websites such as mumford and sons: This webpage has a black background and one symbol at the top.

The font is very traditional and although this is he font they use whenever writing their name (i.e on CD covers), when combined with the plain background and lack of images or interaction when a mouse is moved over any parts, it makes the whole page less appealing and not as eye catching as Florence and The Machine's page.

The White Stripes have a different genre of alternative rock and punk blues. The overall style of their digipack is however similar in many aspects to Florence and the Machine's Album cover. Both give a slightly

old fashioned appearance; The White Stripes through there Victorian style of font and the back of their digipack is also set out in the style of a Victorian poster, listing a performance date and the names of the two band members. Florence and the Machine's CD cover give an old fashioned appearance through the clothes Florence Welsh is pictured wearing on the cover. Both covers also have a dark brown colour theme suggesting an earthy and non- materialistic attitude of the groups and their music. Ironically one of the White Stripes songs on this Digipack is called 'Dead Leaves and the Dirty Ground'.

This is one of my Flat Plans I used to create my Digipack. I chose a yellow and purple theme, and although I liked the use of purple I felt that the yellow background made it appear too childish. I also wanted to us an image of

Florence on the Digipack but though it would have more of an impact on the front cover after analysing this flat plan. When experimenting with different pictures I also discovered that a full shot of her body doing an action related better

to her inquisitive persona. I also chose to move the list of songs from aligned to centre. This was to create

a less conformative appearance, relating to the indie genre. I like the idea of having a coffin feature on the Digipack but it was unrealistic for me to be able to take a picture of a real coffin.

This is another one of my Flat plans.

The elements I took from this was the use of detail. I felt that the different detailed patterns on both the front and back cover looked old fashioned and the cracks on the coffin made it appear antique. This relates to our research of the indie genre in our pitch. This proved impractical also as I would not be able to take a photo of a coffin or create a realistic looking one using photoshop. I like the use of bold colours in certain areas of this digipack and chose to take this into my final digipack by having her and the font stand out whilst the background and her clothes were neutral colours.

This is a Flat Plan of an Album cover that I would use if the above Digipack was my finial design. They are very similar so that the consumer can immediately visually associate them to each other.

This is a Flat plan for the inside of my digpack. I wanted to carry on the detail used on the cover so chose to use detailed swirls in the corners. This detailed effect would have been less effective however if I had artificially

created it in photoshop so I instead decided in my final digipack to use a picture with a detailed background that relates to the cover, I therefore chose the forest setting. I thought that by having the lyrics on the inside cover, the consumer would be able to read them slowly and take their own meaning from the song. This is something I continued in

my finial digipack.

This is the digipack I created.

The background picture is set in the woodland setting that the video and advert picture were both taken in. This enables the audience to directly associate all three items together. I chose to feature Florence in on the cover of the digipack waving a piece of material. This is an eye catching movement that takes up the front and back cover. I feel this movement is a connotation of her free spirited nature, and as the wind is making the piece of material move it relates to the nature element of the music video.

The font I used for the album title and song list is called 'Journal'. I thought this was appropriate as its is sketchy to symbolise handwriting, however it was still thick enough for me to use an outer glow on it. I did this in photoshop and by using a bright colour (white) for the outer glow the font is easier to read. For the rest of the font I used white as this would stand out but be less obvious than the more important title of the album. When experimenting with the background picture I changed the different levels of brightness and contrast until it eventually gave a slightly more yellow glow than the original. I did this to give the picture a more antique look as this relates to the dated fashion and other dated elements of Florence and the Machine's style. Yellow is also a contrasting colour to the purple font. The indie genre of Florence and the machine's music is reflected through the use of natural and contrasting colours, the ambiguous movement and the setting of the picture. The delicate material also relates to the largely feminine target audience.

This is the original photograph taken for the digipack cover background, before editing.

This is the feed back I recieved for my Digipack cover:

This is the inside of my digipack.

For this I chose to use another picture set in the woods to stay consistent with the cover. I also used the same brightness and contrast for the inside that I used for the cover, this was again to remain consistent, thus looking more professional. I used the lyrics of the song as part of the inside cover, this was to give the song clarity and more meaning for the audience, in case they couldn't hear every lyric in the song. To make the lyrics able to read I used a white font colour and the burn tool on photoshop to darken the background. I chose to have 'Florence' featured standing barefoot on a log to show her closeness to nature. She is also standing with her arms in the air as if praising or acknowledging the sun. This relates to our video in which a sunset and sun rise are featured as the opening and closing shots. This picture also relates to the natural authenticity theme of Florence and the Machine and her music and the all black costume demonstrates simplicity but is more mysterious than an all white costume.

This is the photograph taken for the inside of the digipack, before editing.

This is the feedback received for the inside of my digipack:

Blog 10 - Mise-en-scene

To try and stay in keeping with the general spiritual theme that runs throughout Florence and the Machines videos we have chosen to go with a woodland setting. We will shoot our video in friston forest in sussex. To create a more varied atmosphere we will shoot some scenes in daylight in the afternoon and then shoot other scenes at sunset and in the evening, this will also give a timeline to the video.

We have chosen to use extravagant costumes in our video that are similar to those used in period dramas. By ripping the costumes and making them look more distressed as the video goes on and daylight changes to sunset, it will add an exciting element to the video and make the viewer curious to the exact narrative.

Due to the greater female fan base Florence and the machine has we have chosen to feature only females in the video, another reason for this is that we want the cast of the video to dance for part of it and the only dancers able to be part of our video are female.

To help create the old-fashioned and slightly dated feel to our video we will use mostly pastel colours such as green (hence the woodland setting) and light yellows and pastel pinks. We are also considering using camera effects such as black and white and sepia as this will also give to feeling of watching an old movie.

By combining all the different elements mentioned it will create a mysterious feel to the video as well as being connected to nature. To relate our video back to the theme of death that is present throughout the song lyrics we will keep cutting back to an old movie of a man building coffins. As the day progresses in the video and the day changes to night we will make the cast look more aged and tired as well as the distressed costumes. This will by symbolic of a persons lifetime in just one day and how quickly it is over, therefore needing someone to build coffins.

Blog 9 - Pitch

This is the slide show created for our pitch: https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0B1ixV9FyemaZZmYzMDFlMjgtNzc3MC00ZjEyLTk5MzEtMjBkZjYyYzk5MzY3&hl=en This is the film of us presenting our slideshow: https://docs.google.com/leaf?id=0B0DnGj06WOfoMjkxMzBjNDgtZjc2MS00ZTEzLWIxOWEtYzJhM2UwOTk1MTJi&hl=en

Blog 8 - Initial Ideas

This is a powerpoint of our initial ideas: https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0B1ixV9FyemaZNGFjZmU4NzAtMWQ4NS00OTA4LThlNDUtMjY3ZmE2ODc2ZGZh&hl=en

Blog 7 - Copying an existing video

As a group we created a copy of the video for 'Teenage Dirtbag' by Wheatus. This involved analysis of each shot of the video in detail, enabling us to create an accurate reenactment. Each group was given a shooting script for different shots of the video. On this shooting script were details of; the shot type, description of action and camera movement/direction. we were also told to make notes on the different takes for each shot to state how successful they were.
During our first session of filming as a small group my role was the director. This included giving instructions to the camera man and the cast. From directing these shots I learnt how important it is to make sure everyone understands their role and that it is very important for people to communicate on set if they are unsure at any point what they are meant to be doing.

To create the remake video to the best of our abilities it was important to understand fully how all the camera equipment worked and how to utilise this best. This involved learning how to mount the camera using the tripod and make it stable. The tripod was useful when creating shots that involved a steady zoom, panning and tiliting. The tripods we used also had a spirit level on them which helped to get the camera exactly horizontal. Another important element was setting the white balance. As the shots we filmed were outside we set the camera to 'Daytime Filming', this avoided the footage having a blue tinge to it. By manually adjusting the exposure we were able to experiment with the shutter speed, apeture and gain. The composition we chose to use was a widescreen 16:9 ratio, this was recommended by our teacher as giving a more cinematic effect. We then applied the rule of thirds to this ratio when positioning the actors and extras.

An essential part in the planning of our music video will be the storyboard, we practised using this in the Wheatus video as shown here.

For our storyboard we will take photographs as apposed to drawing the shots. this is because if we were to draw stickmen it would not give a clear impression of how the frame should be composed or show the correct proportions.

Blog 6 - Video Analysis

To help us create a video for Florence and the machine it is important to understand the type and style of videos that they produce.

Video 1 - Florence and the Machine: Rabbit Heart.
This video give the feeling of being set back in medieval times, this is mostly shown through costume and props. The males featured are wearing velvet waistcoats and frilly shirts whilst the females are wearing very feminine floaty dresses. Florence's costume is the most extravagent as she is wearing a long pale green dress and a jewelled headband.

The props shown are all made from wood such as a coffin and a table, there is no metal or plastic furniture which is a further indicator of the time period. Due to the nature of the song (Rabbit heart) the filming is slightly erratic with lots of close ups jump cutting to long shots. This makes the narrative harder to decifer, however the general story line given appears to be a celebration and banquet followed by a funeral which suggests a ritual theme throughout the video. The genre of the video seems quite indie and unique as it gives a mystical vibe. The natural setting of woodland and a river compliments all the greens in the costumes and helps portray the closeness to nature and lack of man made items. The camera also uses a blurred effect on some close ups which again helps to achieve the dated feeling. The audience I think this video is aimed at is a mainly older female audience 17+ as I don't think younger children would be able to fully appreciate how the nature theme is consistently represented in different ways.
This is a link to the video: http://www.youtube.com/watch?v=7nxO-yPQesA

Video 2 - Florence and the machine: Drumming Song

This video has less of a nature vibe as it is set in a church hall/ dance studio. The costumes are also more modern, black sequin leotards, but the long sleeves and cape again create a floaty quality. This costume contrasts with the previous costume

of a blue felt cape, this is portrayed as the more religious aspect of video as in the section Florence is very composed and holding her hands together as if praying. Although the narrative is not clear for the video it does show her breaking out of her composed religious stance into very energetic dance.
The shots are again quite fast and jumpy but blurred effects are not used as it is clearly set in modern times.
This song would have the same audience as 'Rabbit Heart' as I don't think younger children or a bigger male audience would fully be able to appreciate the emotion show through areas such as her dancing.

This is a link for the video: http://www.youtube.com/watch?v=pwsg3Czyl78&feature=channel