Work at home in preparation for digipak design (By Laurence Ewen)

On Sunday 12th December, I decided to work at home on our digipak for Unkle's album, 'Psyence Fiction' in preparation for the next media lesson when we would be using a computer as a group to complete the design template.

In the plans for our digipak, we planned on having a picture of various instruments in a studio on one of the pages. Because I produce music, I already had some studio equipment available in one of the rooms of my house. As a result, I was able to take pictures of my MIDI keyboard, my turntables, my guitar and my microphone to use as pictures on the page in the digipak. I waited until it was dark to do this so I could use flash on the camera and enhance the shadowy atmosphere of the imagery.

I also have Adobe Photoshop, which we would also be using at school. I have had previous experience in using this software, including for Media coursework in GCSE, so many of the features were not unknown to me. There is a tool known as 'brushes' on Photoshop, and in this folder, it is possible to import images and art which you can 'brush' over your project in your preferred colour, size and position. Fortunately I already had some brushes which I had legally downloaded previously, and I manipulated them into ways which would be appealing and applicable for the inside pages of the digipak. The tone of the digipak design and the conventions of the album were considered throughout this process which took many hours to complete, and I was able to take this work, as well as the shots of the studio instruments to class the next day after saving everything onto a flash drive.

Below are some work in progress pictures which show my work on inner pages of the digipak design in chronological order:

Digipak template (visual) by Laurence Ewen

After completing a template for our digipak, with written descriptions on each page describing the content which would be applicable, we created a more visual template which we could fold

into shape and refer to when using Photoshop.

One aspect that we deemed quite

important is that the sides of the

pages are faded out to black. This is especially appropriate for the front cover which has a picture of the protagonist bear from our music video sitting on a dirty street pavement next to a brick wall. The effect symbolises the bear's seclusion from the rest of society, and he has no escape from his current life position where he is always ignored and rejected. The state of his surroundings assist in emphasising this as it suggests that he is homeless like in the music video, and it establishes quite a melancholy atmosphere for the viewer to go with the similarly 'dark' toned music.

Lesson Overview 13/12/10 - By Meryl Cariaga

In today's lesson each responsibility of the group members were divided. Overall, we had finalised the design of the digi pak and started to create the actual digi pak, using Photoshop. During the creation of the digi pak, we concluded on what images to use within the inside and outside panels. The centre panel inside, will be the tray, where the CD will be contained, with only a black background, framing the CD, is the abstract art consisting of black and blue streaks. The extra panel, which folds inside are the images of the equipment which would normally be used in the creation of the music, for example, a microphone, turntables, a guitar. Of course all images are taken at an angle to give a professional hint, then using photo shop, the images are given a black and blue hint to add to the consistency of the theme being used. On the front cover, is an image of the bear sitting alone in front of a brick wall. We then used photo shop to edit the colours, in this case, black on the outside framing the photo, and a hint of dark blue on the picture. As you can see, the theme we hae decided to use within the digi pak, portrays the particular genre, and sets the mood.

To follow, the conventions of a digi pak, we included the name of the artist, in this case the logo of UNKLE. We used this logo, for artist identity. This means that the same logo is used on other albums published by the artist, which is used to establish the artist as a recogniseable band and creating familiarity with its audience.This means that fans who already own an album of UNKLEs’ will automatically be drawn as the logo has become recogniseable.

How our Digipak meets conventions- Diranjeet Sohi

When designing a Digipak we had to ensure that we designed around the typical conventions. It was essential that our Digipak appeared like a Digipak, otherwise it would just be an ordinary, uninteresting CD case. The Digipak is supposed to offer more to the customer.

After our research into conventions in our lesson, we had them in mind while brainstorming ideas. The conventions caused us to consider the marketing aspects. For example, we decided to use Unkle's iconography to appeal to the audience's eye. It would be the first thing audiences would pick up on, as they are associated with this logo. We also had to decide on a colour scheme. It had to be consistant, as well as suiting the genre of music. The genre of the whole album Pysence Fiction, is trip hop, so bubble-gum pink was already cancelled out. Red and blue together would appear too childish or christmas-themed. We decided based on the mood and genre of the album, to go with black and electric blue. Trip hop is described as downtempo electronic music, therefore our colour scheme is appropriate.

Based on our research into The Prodigy's Digipak "Prodigy present The Dirtchamber Sessions Volume One", we agreed on the idea of using images of music production equipment. Furthermore, we decided to use particular shots taken out of our music video footage, as well as one photo of the bear taken prior filming. The mood of the screenshots is linked to the mood conveyed by our colour scheme. The screenshots really convey a sense of feeling blue and isolated. However, we would have to modify the background colours to match it to the black/blue colour scheme. This would be done using Adobe Photoshop on the Mac. The images would have a blue tint to them, as well as blurred black edges.

Reviews are not going to be used on our Digipak, because Unkle itself is a niche artist, their music is not contemporary thus they are less likely to have professional reviews. Plus, the Prodigy album we were using as research, lacked any reviews. The example on getaheadocrmedia.blogspot.com was quite the contrary. They included reviews and where to buy it. We felt this would not fit in with our design. Moreover, much like the Prodigy's album, our lyric list will be on the back panel.

Lesson Overview 8/12/10 by Alex Brown

On Tuesday's Lesson we began designing the digipak. First of all was a class discussion, where we discussed the different conventions of a digipak, so we had an idea on what to do. We then went into our groups and started designing. We used the internet to find examples of other digipaks, as well as using some of the examples provided by Mr Compton. Laurence also provided the digipak for The Prodigy's 'The Dirtchamber', which we were also influenced by.

Meryl had posted on the blog the dimensions used in digipaks, which we used to create a paper plan on A3 paper. On the A3 paper, we drew 6 separate boxes which represent the 6 sides of a digipak.

We managed to roughly decide how we were going to design each side of the digipak.

For the front cover, we decided to use a picture of the bear sitting by a wall, along with the artist name and album name. For the back cover, we decided to use a picture of a brick wall, which is where the track

listing (in white font colour) will go. For the extra panel, we decided to use macro images of instruments (i.e. guitar, turntables, keyboards), which were provided by Laurence. For the left and right inside panels, we will be using black and blue abstract colours, and for the CD Tray we think we should us

e a still image from our video. We looked for fonts to use, and as a group we voted on which font to use, which we decided to be 'Letter Gothic Std'. We also decided the colour theme for our digipak. We decided with the black and blue colour scheme, which will be used in the images as well.

Lesson Overview 7/12/10- Diranjeet Sohi

During this lesson, we were given the task to research Digipaks. As a group, we divided our duties.

Firstly we had to go into the history behind Digipaks, and their origins. We then looked at blogposts which gave lists of Digipak conventions, as well as detailed discussions of typical traits we might find with a Digipak. Some include: artist iconography, song listings and reviews as powerful promotional tools. We also looked at some examples. This research was vital as we will design our own Digipaks. It is crucial that we use this research to focus on the marketing aspects of the Digipak.

In addition, we emailed the record label to ask permission to use their song without breaking Copywrite laws. We discovered that the record label no longer existed, therefore we emailed the artist.

Dimensions of a Digi Pak - By Meryl Cariaga

As part of the planning stage in the creation of the digi pak, we needed to research the dimensions of the digi pak, in order to create an accurate and correct finalised digi pak.
As mentioned previously, within the conventions of a digi pak, they usually consist of 6 panels. From research i have obtained, i was able to find the dimensions a typical 6 panel digi pak would have.

Just click onto the image to view a larger size.

Examples of digipaks and how they have used the conventions - By Meryl Cariaga

Following our research on what digi paks are, and the conventions they all have in common here are some examples. Below shows digi paks, which follow the particular conventions.

As you can see on the right is an imae of a typical digi pak, the artist is shown on all the faces of the digi pak, that is, both front and back, this is particularly used to make the audience identify who the artist is.

Also, the name of the artist is on the front cover of the digi pak, this is also used to identify the artist which will allow the audience to know who the artist is.

In considering the style of the digi pak used, as you can see it particularly conveys the style and genre of the particular artist. In this case, the genre of this artist is classical. This is because the particular poses and costume the artist uses within the images of the digi pak portray this.

Above shows all the track listings of the artist within the inside cover of the digi pak, this is another particular convention this digi pak follows. In addition, a holder to place the CD. By the looks of the digi pak, it follows a particular house style, with specific colour usage and a limited amount of images being used. This again, in used to convey the genre of the artist and the mood the artist is trying to portray towards the audience.

On the other hand, if the artists’ genre is pop, for example Madonna, its house style is unlikely to be similar to that of a classical artist as shown above. Instead it is more likely to be more lively consisting of vibrant colours and possibly more

Image usage below is an example of Madonna’s “Celebration” digi pak.

As you can see on the right

is an image, similar to other digi paks in reference to the conventions of digi paks, the artists’ image is shown within the front cover, along with the name of the artist and the album name.

As youcan see it follows a house style, which is more associated to the pop culture, unlike the classical culture as shown above. The art at the front is done in a pop style, which references a time when pop art was popular. This conveys the era this album was suited for; very 80’s. Due to the use of colours and images, the digi pak strongly targets their specific audience. Although the expression of the artist is not as “happy” a pop artist would usually seem, the use of colours still portray a positive feeling.

On the back of the digi pak shows a full track listing, for both disks inside, barcode, record label logo, and small print including copyright information. To make all text prominent, for example the track listings, it is framed within wonky boxes, all which are numbered to show the audiencethe number of the tracks.

Another example of a digi pak used is the Eminem Curtain Call album. In this case the conventions of a digi pak are all used. The image shows specific artist identity. This is because the name of the artist is consistent in all of the Eminem albums, where the name “Eminem” uses a backwards “E” which are used to establish the artist as a recognisable band and creating familiarity with its audience.

This means that fans who already own an album of Eminem’s’ will automatically be drawn to any other album. Another particular convention that is used within this digi pak, is the use of images, to reflect the tone of the music, in this case rap, as the connotations of the images portray this. For example the image of the artist holding a gun within the inside cover.

However, the front cover image subverts the genre of the artist as it shows a black tie event, and his face not shown to the audience. Another use of a typical convention used within this digi pak, is the consistent use of the theme. With the same font used, and consistent use of colours and limited amount of images. The back cover shows the track listings of the album, with also small print about the record label, which also follows stereotypical conventions of a digi pak.

Another example of a digi pak is Michael Jacksons Ultimate Collection.

This particular digi pak subverts typical conventions, this is because it contains 4 CD’s plus an additional DVD of all of Michael Jacksons songs, where digi paks usually contain one or 2 CD’s.

All of which having iconic images of Michael Jacksons’ dancing. In addition the front cover is totally plain, it only consists of the artist name and the name of the album “The Ultimate Collection”, on plain matt black colour. The only image used is a silhouette of Michael Jackson most Iconic Dance move, even on this image, no colour is used, just back with hint of shine to outline the artist. In addition to this, there is nothing on the back cover of the digi back, just plain matt black once again. In comparison to other digi paks that follow typical conventions, the track listings are usually shown in the back cover.

However in this case, the track listings are shown on the each of the CD and within a booklet, which came with the digi pak. Within this booklet comes more images of the artist during his performances. In addition to the track listings, the lyrics of each song are also within the booklet. As you can see from all the images, the digi pak uses a consistent house style where only black and gold is used. Within the inside cover, shows more mini images of the artist and his iconic dance moves on the spines.

Digital technology (by Laurence Ewen)

Various forms of digital technology were used in the process of creating our music video. In the research stage, the internet was a valuable source of information which we could access with computers. It enabled us to find out information about the genre of the music, which record label the track was signed on, detailed descriptions of the conventions of music videos, and access to video hosting sites such as YouTube, where we could watch other music videos to draw inspiration from.

Computers were also of course used in the construction of all the blog posts on Blogger. Online logs of our progress so far could be written up to refer back to in future use (for example to view the embedded videos which we could draw inspiration from when constructing our music video). Digital cameras proved to be useful as we could take pictures while filming and then save them to a computer, and then these files could be uploaded onto the blog posts to make them more visually appealing.

Other types of digital technology were also used in the production process of the music video. This includes a MiniDV camcorder, which was the device used to film our footage. Due to the possibility of accidently overwriting footage on the camcorder, we were careful not to rewind the tape during the production process unless it was particularly required (e.g. for copying the footage onto the computer for editing). We were however able to use the different functions available with the device, such as zooming, which enabled us to easily choose what is included in each frame.

In the editing stage of our music video, digital technology was used again. We could transfer the files from the camcorder onto the computer with use of the USB cable and import them into the computer using the video editing software, 'iMovie HD'. In this program we could arrange the clips into order, cut them to the preferred lengths, apply necessary effects and transitions, and ensure that cuts are in time with the audio track alongside the visuals in the video. We found the program quite easy to use after understanding how to use the main functions available, and the undo and save functions ensured that we didn't lose any progress in the process.

Some of the blog posts regarding days of filming didn't include any digital camera photos, and we felt they could look more visually appealing with images of the filming we did on such days. To do this, we took screen-shots of visual clips in the music video, cropped them to size and saved these cropped images using Adobe Photoshop, and then uploaded these new pictures to the blog. This highlights our creativity in averting the issue of not always taking such photos with a digital camera when filming.

Problems incurred in the production of our music video - By Meryl Cariaga

- Using our hands to manoeuvre the teddy bear. Our initial planning of moving the bear was by using strings and rods. This was a problem as the strings and rods did not work as well as we expected it to be. Due to this, we had to remove the strings and rods and use our hands and positioning the camera so that the puppeteer was not apparent within the shot. The only way to not include the puppeteer was to only use close up shots which cut the puppeteer out of the frame. Another example of overcoming this problem was holding the bear below the waist so that we can create the effect that the bear is waking along the shot. This creates a “bobbing’ effect.

- Short supply of video cameras. The school has a limited amount of cameras they can supply to students. There was a case in which the year below was using the camera, when we planned to use the camera at the same time. Due to this, we had to wait till the year below had finished using their camera, for us to use it.

- While we were filming at the bus stop the tape had run out while we were recording. This was frustrating as we had to rewind all the way to the beginning of the tape, consuming time, which we could have spent filming. Also by rewinding the tape to the beginning, this led to filming over earlier shots, this was not a problem, however we had to be aware that we would record over footage which we have not uploaded yet.

- While filming within the lounge, we decided to use one of our group member’s dog, Truffles. This created a problem while filming as truffles tended to move, therefore creating an error in continuity. To overcome this problem, we made sure we only recorded footage where Truffles was stationary.

- While filming the flashback sequence, we needed to use a shelf to create the effect that the bear is being up for sale; to show he is in a shop. However, to film the bear in the shelf caused lighting problems, as it was too dark. We overcame this problem by changing the contrast in the editing stage of our product.

- Whilst filming the beginning sequence of our music video, we found that flicking the 10p in the tin was a problem. This is because flicking the 10p within the tin requires accuracy and precision. This was a problem, as it required numerous takes, thus taking up valuable recording space. To overcome this problem the “flicker” simply had to practice flicking the coin in the tin, and the cameramen filming valuable shots.

- During the flashback sequence, the bear needed to be “accidentally’ dropped out the bag, without making it obvious. This was difficult, as there needed to be a technique at which the bear would easily fall out the bag. The actress who accidentally dropped the bear overcame this problem, by only holding the bear slightly, so that when they let go the bear would fall, not making it obvious how the bear fell.

- Dropping the bird poo on the bear was also a problem. This is because we had a limited supply of the droppings. Of course we did not collect the bird droppings, in fact we made the droppings out of yoghurt and mud. Also, dropping the excretion was difficult as we wanted to create the effect that it was a bird, to do this we had to wait for the mixture to slowly drip off the spoon, again this was a problem as it consumed a large amount of recording time.

- To create the effect that the bear was being excreted onto by birds we needed to film birds flying above. Filming birds was too hard; as we found that they move too fast to be able to film it accurately and precisely, in order to get the bird within the frame, especially when we needed to zoom in on the birds.

- From the supply of video cameras, at some days of filming we found that we had used a different kind of camera than previously. Due to different video cameras being used some cameras letterbox footage and some don’t, this led to uneven shots taken. However to overcome this problem, we simply added letterboxing to all shots used in our product. This was done in the editing stage of the product.

- All video cameras used had filmed outside the area that was not visual to the camera men/woman. Due to this problem the tripod leg was apparent in some shots, where we thought the footage was perfect, however, while filming we found that we could not use the footage due to the tripod. Unfortunately we could not use these shots.

- As it is not wintertime, there is limited time available to shoot in London, due to the limited natural light we needed to use. Due to this, we had to leave earlier than expected.

- As required by the exam board, lip-syncing is preferred. However in our circumstances, we were not able to lip sync. Simply because our main character cannot lip sync as they are in fact a bear and not a living individual. Therefore it was impossible to include lip-syncing in the video.

The Editing Process- Diranjeet Sohi

The editing process is part of the post-production stage, and for this we used iMovie HD. The first scene we edited was the flashback scene where we see the bear is last to be picked in the shop. This was also the first scene we filmed. We edited this scene because a group member was absent, and we didn't want them to miss out on the filming.

Firstly, we had issues with uploading. It was discovered that the problem lay with the cable. our next problem after uploading, was the order of our clips. For some reason, our clips in the footage library were in the wrong order which made it difficult to locate them. The editing was smoother from then on. We applied everything from the storyboard. Then, after making sure the footage followed the storyboard, we made changes.

For example, we moved certain shots around in the opening sequence. This was because the order seemed awkward when following the storyboard. It made sense to have the pov shot after the passer by flipped the coin at the bear, as it fit together. Also, we only planned one or two slow motion shots. However, after reviewing our footage we figured we needed more for dramatic effect. Therefore we used the editing suit's features to slow down certain shots.

There were some timing issues. The musicality of the shots was inaccurate. We had to replay the footage repeatedly to ensure they were accurate. Furthermore, more changes consisted of increasing/decreasing the lighting, adding in transitions to indicate flashbacks and to fix any other errors. On error that was fatal was actually due to the camcorder itself. On the camcorder 's screen, we were showed one thing. When we uploaded the footage it showed the camcorder had actually included parts which we thought weren't included. Such as the leg of the tripod, or one of our fingers when dealing with the bear. This was a major problem that could only be fixed by letterboxing or not using the shot at all. The sequence of the bear falling into the bin, needed our intervention due to the camcorder. It showed the fingers and arm of whoever was handling him. We could only show the bear beginning to fall in and after he'd landed. This had to be done using the overlap feature on iMovie.

When near completion we felt a few more changes could be made. This upset the impact of timing, thus we spent a couple more minutes making sure the timing was perfect.

Email to "Lonely Soul" copyright holder by Alex Brown.

One of our tasks was to send an email to the copyright holder of the "Lonely Soul" song by UNKLE, to obtain permission to use the song in our music video.

"Lonely Soul" was released under Mo'Wax records, but after research, we found this particular record label no longer existed. We decided to contact the artist directly instead.

Here is a print screen of the email we sent:

Conventions of a Digipak - By Diranjeet Sohi

Conventions of a Digipak

Basic information:

From our research we have gathered that there are many conventions regarding Digipaks. A digipak folds out like a book rather than a conventional case. It is made out of card rather than plastic, which is cheaper and easier to produce than a traditional CD case. There are many flaps and compartments to store more, thus giving the customer more than they would expect from a plastic case. Multiple disks can be stored with a digipak.

Origins:

The digipak is actually a registered trademark of AGI media. On their website, AGI claim they "create big ideas that can be delivered across a raft of media including packaging, through the line marketing campaigns, flatprint, POS, 3D and digital". Through the digipak they have created a way to further the customer experience. The graphics play a great part because they have to catch the eye of the potential customer, as well as conveying the genre through the artwork.

Below shows the Outside cover of a digi pak:

Inside:

Common conventions:

• Genre characteristics. The artwork should give some kind of indication into the genre of the music.
• Artwork. The artwork needs to reflect the main theme of the album or artists. For example if the album is filled with dark tracks the artwork would be dark and gloomy. Usually the artwork is designed to make a statement.
• Images of the artist and their iconography. The image of the artist itself is usually enough to sell the album. Their iconography acts as a brand, it will include something unique about them like a symbol.
• Intertextual references. The album can be summed up with an image referencing another text. However, this is more troublesome as it is likely to cause a legal dispute. Artists can also borrow from other artists within the same genre, imitating other artwork and incorporating into their own.
• A consistent design aesthetic. This helps the digipak appear more unified.
• Information about the product. Every CD will contain information about the tracklisting, time of the tracks, record company and other essential details to keep the customer informed. This includes the barcode, price and sometimes a warning for explicit lyrics. Sometimes, to appeal to potential buyers, reviews of the artists' success will be displayed with stickers.

7th Day of Filming - Park scene (22/11/2010) by Diranjeet Sohi

This day of filming was the last day until we moved onto the editing process. We found

a perfect location in Buckhurst Hill, which again was chosen for its tranquility. The playground scene was supposed to again depict the isolation the bear feels. We placed our main bear on one swing, and another bear beside him. I pushed the other bear on the swing, while the main bear had no one to push him. The way in which we filmed this scene would certainly pull at the heartstrings of the audience. We used a variety of shots and framing to give a stuffed object, emotion. Close ups conveyed the bear's sadness that the other bear was loved. Moreover, we decided to include the suicide note scene at the playground.

We taped a pencil to the inside of the bear's paw. So when we made him write it looked

as if he were doing it himself. We hit the problem of the 180 degree rule, which meant we had to film this scene again. Our very last shot was of the entire playground, empty. This was not in the storyboard however we needed an extra shot just in case we needed to introduce the setting.

6th Day of Filming - More London scenes (21/11/2010) by Laurence Ewen

For our 6th day of filming, we returned to central London where we set out to complete the montage scene. This is the part of the music video where it shows the bear situated in different iconic places in London, to suggest his desire to seek out a greater understanding of himself in the world and try to appreciate the sights of the city.

After arriving at Westminster and leaving the station, we were immediately greeted with a sight of Big Ben just as it was about to turn noon. Deciding to make the most of this fortunate occasion, we rushed to an appropriate area where the clock tower was in a clear view so we could take a close up of it. Then after take a couple shots in another nearby location with the bear in the foreground.

Next, we set off to an other location nearby for the montage scene: Trafalgar square. Shooting for this scene was fairly simplistic, though we had to make sure the bear didn't fall over in the wind, and it attracted some attention from passers by which made us slightly concerned that someone would take it during the long shot of the bear sitting on Nelson's Column. Buckingham Palace was also a landmark that we decided to include in the scene. It is culturally significant to England and portraying the bear by the building suggests how he is questioning his place in the country and if he really is recognised by others as an equal.

Our last destination for the day was St James park. This was where we filmed a few shots of the bear being kicked by a stranger, and we paid close attention on ensuring that we used our creativity to make the scene as entertaining as possible. The mixture of close up and medium shots emphasise pity for the protagonist, and the planned use of a slow motion in the editing process as the bear drifts through the air would elaborate this effect further.

Lastly, we planned to show alternating shots of the bear sitting on a bench looking up into the sky while cross cutting with visuals of the birds flying above him. Then when the shots return to the close up of the bear, perceived bird droppings would land on his head, to enhance the audience's empathy for the character. This was done successfully, and the solution used to imitate the appearance of bird droppings was yoghurt mixed with mud, dripped onto the bear from above.

* All group members shared the role of camerawork and directing.

5th Day of Filming - Bus Stop scene (20/11/2010) by Diranjeet Sohi

Initially we wanted to film the bus stop scene earlier on while filming on other locations, however there was not enough time. Therefore we chose to film it separately on a Saturday morning as the location would be the most suitable. The bus stop we chose (Bancrofts School bus stop in Woodford) was perfect because it was empty, it conveyed a sense of loneliness. For this particular scene we used Alex Brown's cousin. We needed a child to make it as natural as possible. An adult would certainly not play with a teddy bear. In this scene, Alex's cousin was to play with her teddy bear, to make our teddy bear feel unloved.

Filming began quite smoothly. However, when it came to handling the bear we came across many problems. First our fingers came into the shot, as well as the reflection of the shelter. Then we tried using a rod to push the bear off of his seat. It was not working because the bear needed to look like he was attempting to get off, but ending up falling off anyway. Instead it appeared as if he were just toppling over. In addition the rod kept appearing in the reflection.

Nevertheless we managed to overcome these problems.

We also met continuity problems which we swiftly avoided. People who arrived at the bus stop would probably not appear in any other shots we would film. Thus, we waited for them to leave before resuming filming. The whole group were unanimous with this decision. Furthermore, we filmed extra shots of certain parts, and changed the angles to give more variety. This decision was extremely useful when we came to the editing stage because we were able to be precise.

Upon finishing, we took the opportunity to film the bear falling to the ground. This shot was filmed on our first day of filming. Unfortunately, that particular shot had the bear bounce off the ground and out of frame. Therefore, during this day of filming we filmed an additional couple of shots which helped in terms of timekeeping.

4th Day of Filming - Tower Hill scenes (16/11/2010) by Alex Brown

On 16th November, we went up to the Tower Hill area of London to film the opening scenes of our video, as well as part of the 'London montage' scenes.

We got off the Tube at Tower Hill tube station, and found a 'business like' area close to Tower Hill.

We decided

to film the opening scenes for our video on Cree church Lane (around the area of Aldgate and

Fenchurch Street), which we thought was an ideal location.

The area we choose was fairly quiet, but still had many people walking past, like most areas in central London.

This scene shows the homeless bear sitting on a towel in the street, and with a tin. He was sitting against a fairly run-down bu

ilding, which was in quite a rich, business area. This helped to show how he was an outcast of society, similar to the run-down building amongst the smart and modern buildings.


We spent around an hour and a half filming here.

We then moved on to the Tower of London and Tower Bridge, to film part of the 'London montage' scenes. Here we filmed the homeless bear looking at Tower Bridge, as well as sitting outside the Tower of London. We enjoyed filming here as there were many tourists who were also filming, and some even took a photo of our bear.

Before leaving to go home, we also successfully filmed birds flying in the sky (which would go with another scene where the bear is the target for bird droppings). We managed to film everything just in time, as after this it started to get dark fairly quickly.

This day of filming was a good day of filming for us, as we managed to film everything we intended to.

Photos courtesy of Alex Brown.

* All group members shared the role of camerawork and directing.

3rd Day of Filming - Car park scene (15/11/2010) by Meryl Cariaga

We decided to film in a run down, eerie car park (the Clements Road multi-storey car park in Ilford town centre), as this is the scene where the teddy bear compensates on commiting suicide, this is the last scene of the music video as it reflects his lonliness and has given up on being lonely.

The location of the car park is in ilford as this will add the sense that the bear is still within a

busy environment, we specifically needed to use this location as it has a number of floors, where we filmed at the top to enable more variety of shots to be included. For example, a panning shot of the landscape, not only will this give a sense of busyness but also to convey the mood of the bear, whether or not he will jump off.

Also, we had included shots of the bear walking towards his suicide spot, we found this difficult to film, as the strings we initially used to move the bear were faulty, so we had to hold the bear. This at first, was difficult as we had to think of a way to move the bear without showing the hands of the puppeteer, however we found a way around this. To succeed, we simply lifted the bear above the ground, for the puppeteer to hold it at the bottom, he could then "bob" across, as the camera will only be filming from the waist up (medium shot). We included shots of him climbing the stairs, not making the puppeteer apparant of course. We found this very challenging, as there were positions the puppeteer had to create in order for them not being see in the camera. We found that long shots will not aid this, and only close up shots will hide the puppeteer, as they are cut out of the frame of the shot.

We filmed variety shots, including point of view shots, for example, of the bear looking down, over the ledge of the car park, we did not use the tri pod for this as wanted to create an effect which will seem like it is the bear looking down himself. In order to do this, we held the camera and mimicked the actions of the bear; jaggeg and bumpy, whilst carefully moving the camera over the ledge.

This last scene will create a cliff hanger as the audience will not know whether or not the bear commited suicide. This effect will be created through the editing technics we will use; a fade out of the bear looking down.

2nd Day of Filming - Lounge and Alleyway scenes (9/11/2010) by Alex Brown

For the second day of filming on the 9th October,we used a house belonging to one of the group members for the scene where the bear looks dispairingly in to a warm, happy household where the bear's former owner (who accidently dropped him in a busy high street) is sitting on a sofa with another bear enjoying watching television. The original bear is shown to be sad and jealous while looking in to a happy bear with an owner who seems to have already forgotten the original bear.

We filmed a good variety of shots on the day, which are mostly internal shots; of the television, of the former owner and other bear sitting on the sofa, and shots of the bear looking in the window. We also filmed externally withthe bear looking into the window. Unfortunatly, looking back at the shots we filmed, some of the external shots show reflections of the camera and some members of our group, so we may have to re-shoot these shots.

We also found time to film the bin scene, where the lonely bear is desperate for food, so finds a bin along an alleyway, and gets inside it to rummage for any sign of food. This was also filmed at the same location. We are not certain if all of the shots are of good enough quality for putting in the video, but we can easily re-film these shots if needs be, as the location is very easy to get to and to use.

1st Day of Filming - Flashback scene (8/11/2010) by Laurence Ewen

After we completed a sheet detailing what will be done on our first day of shooting, we were ready to film our first scene. It is the scene showing a flashback of the protagonist bear where it is seen to be in a shop alongside many other cuddly bears. One by one, these other bears are selected, until finally theprotagonist is left alone with no buyers. This ends in the bear being bought but falling out of the buyer's bag onto a street pavement as she is walking away from the shop.

Our initial choice for the shooting location was a local charity shop. This is because charity shops are not normally too busy, and with their strategy of helping people in need, we thought these non-profitable organisations would be more willing to help a group of A-Level students in their coursework than most money-driven businesses. After looking at possible advantages and limitations of different charity shops we were aware of in the area, we decided on the Cancer Research UK shop in Loughton.

The day before shooting, we visited the shop to ask for permission for the filming to be done, explaining in detail what we would like to do, how long we would be there for, and how many of us there would be. The person we spoke to was very understanding of our situation and we were appreciative of their acceptance for us to do the filming as we had hoped.

On Tuesday 2nd November, the production phase of our music video had begun, with us arriving at Cancer Research UK ready to film. We first greeted the person we had spoken to the previous day, and we were directed to an area in the shop where we could set up our

equipment. Props included approximately 5 bears (one protagonist bear including others which

could also be used if necessary), a bag (which the bear falls out of) and a 'sold out' sign

which was displayed when all bears except the protagonist had been taken away from the shelf.

The shooting was successful and we managed to finish the filming after about an hour inside the shop. We then thanked the owner of the shop and filmed a few shots outside, comprising of new ideas that we felt would improve the scene where the bear falls out of the buyer's bag.

In the next Media lesson, we will plan for our next day of filming, to continue our progress in the completion of our music video.

Animatic Storyboard- Meryl Cariaga, Alex Brown, Diranjeet Sohi, Laurie Ewen

After completion of our storyboards, we filmed all the shots from each sheet and imported them into iMovie. We then compiled these shots in order with timing and music in the background.

Unfortunately, we found that we did not have enough shots for the 3:50 length track. As a result, we have decided on new shots to include to fill in the missing space. This has been done in detail in written form on a separate sheet.

EDIT: We created more storyboards to fill in the missing space. This included to 'suicide note' scene, the dust bin scene, more shots for the car park scene and more shots for the lounge scenes

Location Planning by Alex Brown.

We are now doing more research for locations for our music video.

For the street scenes, we are considering the 'City' area around Liverpool Street, Bank, and Mansion House etc. London Wall by Liverpool Street is a location we are most interested in, as well as the Aldgate/Fenchurch Street area.

For the 'London landmark' montage scene we are considering the following locations:

* Tower Bridge and Tower of London

* Trafalgar Square - Nelson's Column and fountains.

* Buckingham Palace

* St. James Park or Green Park

* Westminster Bridge - Embankment and House of Parliament/Big Ben

There is also a scene which films in someone's living room, which would be around the local area. Also around the local area would be the bus shelter scene, which could be filmed in London if we get the chance. If we film in the local area, we have considered the areas of Whitehall Road in Chingford/Woodford, the Monkhams Inn in Buckhurst Hill, and the Bancroft's School bus stop. One scene we are definatly filming locally in the swing scene, where we have chosen a park in Buckhurst Hill for this.

For the last scene, where the bear considers suicide, we have considered multi-storey car parks in Enfield Town and Ilford, as well as some in Central London (which we can film while we are filming the London scenes).

Updated camera shot plan by Alex Brown and Laurence Ewen

1. Sideways shot/fade in to the bear opening his eyes – POV Shot = 0:00
1.5. Camera straightens up, to portray the bear is getting up = 0:05
3. Medium/Long shot of bear, to establish the setting = 0:10
4. Long Shot of bear from across road = 0:13
5. Pedestrian walking past the bear – Medium Shot = 0:16
6. Pedestrian panning POV shot of bear: Looking forwards, down to bear, forwards = 0:19
7. Close up of bear, pedestrian walking away in background = 0:22
8. Extreme close up of the bears face – Drooping = 0:25
9. Medium side shot of bear sitting against wall/fence with belongings = 0:28
10. Close up of bear's arm reaching into tin = 0:31
11. Close Up/Medium Shot of bear pushing away tin, realising nothing is tin. = 0:34
12. Close Up/Medium Shot of tin rolling away = 0:37
13. Long Shot of tin rolling away, with bear in foreground = 0.40
14. Establishing shot of bus shelter, with bear on seat = 0:42
15. Medium shot of bear sitting on bus shelter seat = 0:45
16. Medium shot of a child happy with other bear = 0:47
17. Close up of bear, looking at other people = 0:50
18. Long shot of other people, bears head in foreground = 0:52
19. Medium shot of person with other bear, with bear in background = 0:55
20. Medium shot of bear trying to get off seat, slides off and falls = 0.58
21. Medium shot of side view of bear falling off (slow motion) = 1:00
22. Medium Shot of bear walking down street from behind = 1:03
23. Close up of bears legs from behind = 1:06
24. Close up of bears legs from side = 1:08
25. Close up of bears legs from front = 1:10
26. Medium Shot of Bear sitting on steps of nelsons column = 1:12
27. Long Shot of Bear sitting on Nelsons Column = 1:15
28. Medium Shot of bear, with Buckingham Palace in background = 1:18
29. Another Buckingham Palace shot?
30. Medium shot of bear looking over ledge towards Tower Bridge =
31. Close up of bear from side, Tower Bridge in background =

32. Medium shot of bear sitting down, Tower of London in background =

33. Another Tower of London shot?

34. St James Park/Green Park?

35. St James Park/Green Park?

36. Big Ben?

37. Big Ben?
32. Extreme close up of 'Lonely Soul' sign =
33. Medium long shot of a bird in the air.
34. Close Up of bear turning to see bird
35. long shot of pedestrian preparing to kick bear
36. extreme close up shot of the foot of the pedestrian kicking bear.
37. Medium shot of bear flying in air
38. Medium/Long shot of where bear lands
39. Close up of bears face looking to side
40. Extreme close up shot of the bears paw pulling himself up.
41. bear walking, people brushing past him, Medium shot.
42. Another bear is being pushed on the swing by its owner. – Medium Close up
43. Homeless bear waits to be pushed on the swing, Homeless bear in the foreground, other bear in the background, at first it focuses on the other bear, then focus on the homeless bear. – Long Shot, facing the side of the bear.
44. Bear hangs his head in sorrow. –Extreme close up shot. – Quick fade of this.
45. FLASHBACK. Bear picked last in shop,
46. Close up shot of sign saying out of stock,
47. Bear looks at sign, hangs head in sorrow, covers face with paws. – Medium shot to close up shot.
48. Close up of Out Of Stock sign.
49. Close up covering face with paws
50. Close up of bear bought by customer
51. Medium shot of bear being hastily shoved in bag
52. Medium shot of bear falling out of bag
53. Close up of bears owner wanting to retrieve them. END OF FLASHBACK
54. Medium close up of bear from behind
55. Close up shot of bear looking in house window.
56. Medium shot of people watching TV.
57. Long shot of bear walking to suicide spot.
58. Medium shot of him standing on edge
59. Long shot POV of bear looking over edge. FADE OUT.

Camera Shot Planning by Diranjeet Sohi and Meryl Cariaga

1. Sideways shot/fade in to the bear opening his eyes – POV Shot
2. Camera straightens up, to portray the bear is getting up
3. Long shot of bear, to establish the setting
4. Long Shot of bear
5. Pedestrian walking past the bear – Medium Shot
6. High angle shot of the bear,
7. POV of the pedestrian – Quick panning shot
8. Extreme close up of the bears face – Drooping
9. Medium shot of the bear sitting on the bus, Moves head towards the window
10. Shot of bear turning its head
11. Person playing with another bear, showing love
12. Bear turns its head back, shows he is lonely
13. High angle shot of bear putting lonely shot on (Still on bus)
14. Bear falls off seat whilst trying to get down. – Medium shot of bear, camera faces the side of seat.
15. Bear walks on street. From the back.
16. Dissolve shots of bear walking around London – Various shots will be used
17. Camera focus’ on sign – extreme close up on board
18. Shot of a bird in the air.
19. Bear not looking where he is going – looking at the bird
20. Bear gets kicked – long shot of pedestrian preparing to kick then an extreme close up shot of the foot of the pedestrian kicking bear.
21. Slow motion shot of bear getting kicked across. – Medium shot
22. High angle of where the bear falls.
23. Close up of bears face
24. Extreme close up shot of the bears paw pulling himself up.
25. Long shot of bear getting up.
26. Continuation of bear walking, people brushing past him, Medium shot.
27. Another bear is being pushed on the swing by its owner. – Medium Close up
28. Homeless bear waits to be pushed on the swing, Homeless bear in the foreground, other bear in the background, at first it focuses on the other bear, then focus on the homeless bear. – Long Shot, facing the side of the bear.
29. Bear hangs his head in sorrow. –Extreme close up shot. – Quick fade of this.
30. Flashback. Bear picked last in shop,
31. Close up shot of sign saying out of stock,
32. Bear looks at sign, hangs head in sorrow, covers face with paws. – Medium shot to close up shot.
33. Bear is finally picked up and bought. POV shot of person grabbing.
34. Bear dropped out of bag, camera blurs the legs of the owner.
35. Owner/kid wants to get bear back, but parent disallows this. Close up shot of legs.
36. Fade out of flashback. Bear peers into window peeking inside. – From the back
37. Shot of bear looking in from the inside. – Close up shot.
38. Medium shot of people watching TV having fun.
39. Medium shot of the television, to show couple watching TV.
40. Bear walks away, Walks to its suicide spot. – Long shot
41. POV shot of bear looking over the edge.
42. Fade out.

Music Video Research

We researched other music videos which use character similar to the bear we are using. The Blur video is quite famous, so this was an obvious one to choose, but it has influenced a few of our decisions while planning our video:

Blur - Coffee & TV


This video uses similar techniques with which we are going to use when filming out bear character in the video:

Cobravision - A Bear's Tale (short film)

Depicts in a similar nature to our planned video that of a non-human character who is isolated from society:

Daft Punk - Da Funk

'Vogue' by Madonna - Conventions within a Video by Meryl Cariaga

From the Vogue video of Madonna it is obvious it represents the genre pop, this is typically conveyed throughout the music video. There are many elements within it, at which it follows the typical conventions, firstly, it shows strong choreography, which is portrayed immediately at the start of the video. A tracking shot of dancers posing which then immediately cuts back and forth to Madonna. This is used to influence her femininity. This is referenced throughout the whole video.
Also, the lyrics of the song influence what is shown in the video, this is because the title “Vogue” means to dance by striking a series of rigid, stylized poses, evocative of fashion models during photo shoots; which is shown numerous times in the video where all dancers including Madonna strike poses.
From considering the editing, the cuts made fits the pace of the music, it is on beat. It may not cut to a different location, which normally happens in a music video, it cuts to different places of the location, that is, a studio. This subverts stereotypical conventions of a music video, as it would normally vut to the artist performing the song. In this video, it specifically cuts to Madonna, in a different place, different costume, miming to the song, in her own action, which is used to convey the song title. At this point an ellipsis is used.
Specifically the costume also portrays the message the video conveys as it reflects the mood of the song. In this case, specific clothing which would only be used by fashion models, certain poses, and a typical location, a studio. it is made obvious that the shooting is made within a studio, as everything is perfectly set out, also, of what is meant to be a “living room” with a window behind, there is no view of the outside, this portrays that it is a make believe house, if you will.
Another convention which I realised subverted typical conventions, is that it does not follow a specific narrative, however does follow the meaning of the song; Vogue, that is to pose.


Madonna - Vogue
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Lyrical Analysis

God knows you’re lonely souls	Fade in/blur into the homeless bear’s pov.
God knows you’re lonely souls	He is waking up. He sits up in a street, wearing scruffy clothes. Hair is messy, paws are dirty etc.
God knows you’re lonely souls	We can see that he is in a part of the city/ suburban are.
Yeah, yeah	Continued.

I believe there’s a time and a place	Shots of homeless bear watching people walk past from where he is sitting.
To let your mind drift and get out of this place	Shots of him drooping/ mooching.
I believe there’s a day and a place	The homeless bear sits on a bus by himself.
That we will go to, and I know you wanna share.	During his journey he notices another bear being loved for.

There’s no secret to living (there’s no secret to living)	Homeless bear stands up. Grabs his board which says “Lonely Soul”.
Just keep on walking	Walks down street.
There’s no secret to dying (there’s no secret to dying)	The focus is on the board, the camera zooms in on the sign.
Just keep on flying.	Continued.

I’m gonna die in a place that don’t know my name	The bear gets kicked really hard by a stranger.
I’m gonna die in a space that don’t hold my fame.	Bear pulls himself up.

God knows you’re lonely souls	Ignored by people.
God knows you’re lonely souls.	They brush past him.

I believe there’s a time when the cord of life	A bear is seen being pushed on a swing by another child.
Should be cut, my friends (cut the cord, my friend)	The homeless bear sits on his swing waiting for someone to push him.
I believe there’s a time when the cord can be cut	He hangs his head in sorrow.
And this vision ends (let this vision end).	Quick fade.

But I’m gonna die in a place that don’t know my name	Flashback. The homeless bear is last to be picked in a shop.
And I’m gonna cry in a space that don’t hold my fame.	Flashback. The homeless bear is dropped on the pavement in slow motion.

Walking in the cold	The owner/kid wants to retrieve their bear but their parent pulls them away.
There’ll be a searchlight	The bear peeps into the window of someone watching daytime TV.
On the mountain high	Bear longs to be in there.
God knows you’re lonely souls	The bear feels so lonely, it begins to dawn on him that it’ll never happen.
God knows you’re lonely souls	He leaves the house and heads towards the potential suicide spot.
God knows you’re lonely souls	He gets onto a high ledge and looks over the edge (pov).
God knows you’re lonely souls	The bear considers it.
Yeah yeah yeah yeah yeah	Begins to fade with him deciding.
I’m a lonely soul.	Fade out.