By researching the target market very carefully we deciphered that there is a clear interest in videos with a dark emotional flicker. The more relatable that the storyline is, the more the audience can connect with it and find it emotionally moving. Relationships between two people begin at different ages for every individual, yet due to the media's portrayal, even despite actually being within a relationship a person knows the physical attachment that takes place. This meant for us that no matter how old the viewer may be they will understand the connection that is gained and lost between the two characters within the video and to some extent be able to relate to that bond.
The still used for the front cover of the digipak was a scene from the music video where the female character's shadow can be seen plucking petals from a rose. The thought process behind this image has two significant meanings- the plucking of the rose could easily be interpreted as a 'he loves me, he loves me not' action, whilst also could represent the erosion of the happy relationship the characters once had (as it is clear that the rose becomes symbollic of their happiness from previous scenes in the video).
The magazine advertisement was the first of the three tasks to be completed. With all of our filming done, we had enough stills from the video and photographs that had been taken during filming to begin to edit some of them and place them onto a dark background. For the creation of the magazine advert, we used Photoshop which enabled us to alter the opacity to give the impression of eeriness and mystery around the character. We decided to use Claire on both the magazine advert and for the video because we want the continuity between all three platforms to be apparent to the viewer. Claire was perfect for the role within our video as her physical appearance could transform from happy and angellic to lonely and depressed depending on the way her hair was styled, her make-up and her clothing. Eye contact is a very vital element to creating such a magazine advert. We decided that although she may have her eyes open within some of the shots, she should not be looking directly into the camera or in the camera's general direction. This is to add an air of mystery about the character and advertisement in general, as within a portrait, eye contact is the most necessary component. The blurred face at the bottom right-hand side represents anger and fury which completely contradict the calm and collected faces that surround the image. This was intentionally placed to add life and movement into the canvas.
The mode of address of this task is reasonably casual as the font choice suggests. The font was chosen particularly for its versatility. The font has a slight 'hand-written' appearance to it which really intrigued us. We experimented with the font before commiting to it as we needed to make sure that it looked decent regardless of the font size. Using the same font across the entire poster enables the house style to become stronger, as it creates a better foundation for the remaining ancillary task to be built upon. The target market would generally prefer to be addressed informally as it is a lot more personal.
The images used within this magazine advertisement's opacities were changed because it creates immediate connotations to the cross-dissolves used within the music video. During a cross-dissolve within a moving image, the two clips merge by fading the opacity of the first clip and overriding it with a second. We have taken this idea and merged it into our advert. This forms a greater sense of a house style amongst the three tasks.
The digipak cover was chosen because of its soft and gently saddening effects. The cover is a black and white image, which seamlessly blends into the music video. The front cover image was also a clip that we used in our video of Claire's character plucking petals one at a time off of a rose flower. The symbollic nature of this leaves the mind questioning just exactly why she would be doing so. This can be answered within our music video, showing that the two tasks are strongly connected. This forms a definite brand identity and the use of the same font as the magazine advert only furthers this.
If I were to do any of these tasks again, I would definitely have began by taking more photographs during filming. By doing so, we could have had a much better range of photographs to begin our ancillary tasks with. I am overall really happy with our ancillary tasks, as I think that they all link really nicely and obviously. I just wish I had contributed more with the photography aspect of the project.
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