Please find the final marks and comments for Construction.
Bryony &
Morgan
Music Video Level
3 upper
There is a strong sense of control in the use of camera,
with a variety of shot types used and framing predominantly well composed and purposeful. There is some experimentation with underwater GoPro perspectives and slow motion. Some creative experimentation with the use of props (rose petals and feathers) and consideration of
the tones and colour palate in the set show attention to detail and complement
the confidence of the appropriately casted performer to create a strong image
and the re-enforce brand identity across the campaign. Lip-synching is consistently in time to present a
convincing performance, and this is clearly recognisable and convincing as a music video. The
editing is cut to the beat to good effect, sometimes to the beat and uses fades and effects to match the mood of the track and uses the repetition of the falling feathers to mark the structural changes. There is a sense of polish and purpose here along with creative confidence behind a simple idea, realised skilfully. Overall the video is well shot, mostly excellent in its editing and creates meaning with selection of footage and the theme
of romance/couples in the city. excellent mid level 4 35/40
Website Level 4
This is a detailed and more successful product, which
functions purposefully in it aims and demonstrates attention to detail beyond
the expectations of a home page. There is clear understanding of brand identity
and consistency through colours, images, motifs and fonts with the other forms.
The students have added a magazine cover for a (suitable?) publication, tour
dates, social media, merchandise and a fake iTunes page linked to the website,
making synoptic connections in the spirit of the specification. Highly
proficient 8/10
Digipack Level 3 lower
Evaluation Level 2 Basic 10/20
The responses generally do not include the detailed presentation of examples to match the analysis of the productions. Whilst question 1 is edited to the commentary, the same standard does not apply to the other 3. Further detail in how audience feedback was practically used to improve and an assessment of the success of the campaign would be required for higher marks.
Tapz and Tierney
Music Video Level 4
Attention to detail in the opening with beat editing and
well framed and composed photographs and footage, this is convincing as a low
budget UK hip hop artist. Shots of various locations around London create a strong
identity along with a appropriate and confident performer, Although some of the
performances become repetitive, there is some movement and pace to the video
that maintains interest creative decisions to hold the longer shots and
justified and intended to create a stronger sense of reality, Costume changes
and escalating ‘value’ of the locations have subtle subtext to the
narrative/theme of the video which fit in with the lyrics of the track. Some
standout footage with control over lighting as with hyper-editing to the drum
fills and cut & ghosted samples reflected in the visuals. A minimalist,
clever and confident piece Level 4 mid 36/40
Website 10/10
The website home page has been interpreted to all formats of
desktop, as an app and mobile page to update the brief and demonstrate synoptic
links to AS as in the spirit of the spec.
There is a strong sense of design and layout, with consideration and
consistency across the campaign in fonts, image and costume to create a modern,
classy whilst urban hip hop image rather that the conventional gangster. Links
to tours and appropriate venues, a bio yet no
advertising for the digipack? Separate photoshoot was conducted with
lighting and locations. A confident and convincing approaching professional
practice. Low L3 7/10
Digipack 0/10
The group did not submit a digipack for assessment
Evaluation 0/20
The group did not submit an evaluation
Emily, Ben and
Ellie
Digipack Level 2
higher
The digipack is recognisable by its form and is a product of
a group of 3. There is some consistency in the use of font, and there is some
sense of continuity across the panels. There is some attention to detail in the
application of institutional logos and legal blurb. This has been place on the
left cover however rather than the back. The design is rather basic (‘little
love’ positioning on the cover) and bears little relationship with the video
other than the use of the star, who does not appear to have been branded
thoughtfully. There is some skill in the use of layering and blending. Level 2, basic approaching competence.
UPDATE Improvements made 19/3/15 now Level 3 Proficient 7/10
UPDATE Improvements made 19/3/15 now Level 3 Proficient 7/10
Website L1/Lowest L2
Other than the font used in the banner, the website lacks
any consistency of style, colour or theme with the digipack and music video,
and demonstrates a lack of understanding of the image of their artist and
purpose in how to brand them. It is unclear what genre this is intended to belong to. The circles are really quite inappropriate both
in design and text, and show a lack of care/research with the inclusion of
soundcloud on the home page and the music video is not housed here as part of
the campaign. As the work of 3 students, this is very basic and lacks care or comparitive reference to existing examples. Lowest
level 2, very basic.
UPDATE Improvements made 19/3/15 now Level 2 Mid Basic 5/10
UPDATE Improvements made 19/3/15 now Level 2 Mid Basic 5/10
Video Level 2 Basic upper border 23/40
Despite the edit demonstrating notable synching issues at
the start, there are individual shots that demonstrate some skill in
composition and thoughtfulness in the framing and the synching at the end is
tighter. The stop motion opening sequence and the ‘ghosting’ shows creativity
but is not used consistently to provide interest or meaning. Generally the
shots are held too long for the pace of the track (20 secs plus) and show basic
interpretation of the synaesthesia of the track or structure of the song. There
is an attempt to use costume and location, though both lack depth to provide
suitable contrast and therefore meaning - the absence of lighting impacts here
also. There is little narrative progression/resolution to the images on screen.
As the product of a group of 3 this is best fit in the upper basic level, justified with the
inclusion of found images of women to fill in the time.
Evaluation
Hayley & Jen
Music Video Level 4
mid-upper
A strong sense of control and creative intention through the use of camera and editing to realise this narrative performance video, which is well paced despite being nearly 4 minutes and offeres memorable moments. There is attention to detail in the mise-en-scene with costume and location changes (including a hedge maze), supported with a confident central performance casted appropritely to the image of the artist, and additional props to provoke interest such as the sparklers, the shrine and the feather/angel character. The framing and composition of shots is generally excellent, with a variety of angle and positions employed to create meaning and hold interest, close-ups dominate and keeping focus on the artist/character. A purposeful and consistent use of the colour palate through colour correction visualised the mood and atmosphere of the song. Lip synching when used judicuously is convincing and well performed. Most shots are steady and movement is controlled and smooth - the doors opening at the start demonstrate confidence and the final 90 degree arc into the sunlight. Excellent across most of the skills consistently. Level 4 37/40
Digpack
Establishes a strong brand identity and maintains consistency
of image across the other products in colour, font, design, focus on the artist
and the vintage look. There is attention to details with the barcode and record
label and this has a clear sense of purpose and skill in design, using images
shot from a standalone photoshoot. Although some detail missing, there is
enough to be considered excellent in most skills. Level 4 9/10
Website
The website serves its function in drawing together the
campaign, embedding the music video and digipack. This demonstrates a strong
sense of design and arrangement of images, social networks and multimedia
content. The digipack release is central and promoted through iTunes along with
tour dates, soundcloud tracks and merchandising drawing on synoptic
understanding as in the spirit of the specification. Level 4 9/10
Evaluation
The group have submitted 3/4 completed responses
Level 2 upper (basic)
The group have submitted 3/4 completed responses
Level 2 upper (basic)
Sophie &
Sophie
Music Video Level 4 mid
http://www.sophiebishopandsophiegordona2blog.blogspot.co.uk/2015/02/the-archtypes-steady-heart-music-video.html
A confident and mostly well-shot video, which works well with the chosen track to visualise the mood. There are some memorable shots that are interesting such as the use of green screen to tie in the train/falling on the tracks druken hallucination with the scenes at the house at the resolution showing creative intentions and a degree of flair in storytelling. The flowers kicked into the camera to cut to black, and the use of objects thrown that are (sometimes) edited to the break or section changes in the song. There is great variety in the range of camera positions, angles and perpective used and there are strong moments of composition to create claustrophobia . There is some attention to detail here in the choice of a run down location to reflect the mental state. Some jump cuts are always not framed carefully enough to make the effect work seamlessly and the pacing of the edit is not always matched to the pace of the track but the central performance is confident, the casting decisions are subvert expectations of target audience and family relationships. Overall excellent in most of the skills, Lower Level 4 33/40
A confident and mostly well-shot video, which works well with the chosen track to visualise the mood. There are some memorable shots that are interesting such as the use of green screen to tie in the train/falling on the tracks druken hallucination with the scenes at the house at the resolution showing creative intentions and a degree of flair in storytelling. The flowers kicked into the camera to cut to black, and the use of objects thrown that are (sometimes) edited to the break or section changes in the song. There is great variety in the range of camera positions, angles and perpective used and there are strong moments of composition to create claustrophobia . There is some attention to detail here in the choice of a run down location to reflect the mental state. Some jump cuts are always not framed carefully enough to make the effect work seamlessly and the pacing of the edit is not always matched to the pace of the track but the central performance is confident, the casting decisions are subvert expectations of target audience and family relationships. Overall excellent in most of the skills, Lower Level 4 33/40
Website
The website accomplishes its function in uniting the
campaign, advertising the release date and image of the digipack using a
conventional banner – though they have uploaded the whole 4 page panel key. The
colour palate and images are consistent across the campaign as are generally
the fonts. There is understanding and construction of merchandising, online
distribution, social networks, tour dates drawing on synoptic understanding as
in the spirit of the spec. The home page is quite well designed with a sense of
balance, though a little sparse and lacking polish in the composition.
UPDATE Improvements made 19/3/15 now Level 3 Proficient Upper 8/10
Digipack
A strong sense of purpose and design here. The digipack
maintains brand identity with the other products through its use of colour,
font, theme and has some interesting composition to produce a striking front
image (and the rainbow on the boat inside cover) that unites the image of
‘where the band are from’ approach to Indie genre. There is attention to detail
with lyric quotes inside, well-framed images and track listing appropriate to
an album. Barcode and record company logo and legal blurb are present though
the latter is squeezed in at the bottom. Nevertheless, control, purpose and
good use of original images with excellence in layout skills. Level 4 9/10
Evaluation
Natasha
Website 2/10
http://natashamediaa2lta.blogspot.co.uk/2015/03/website.htmlThe website uses a central image that does not conform to the brand identity of the use of colours, images and theme of the other texts (though this is confusing since there are 2 drafts of the digipack and this matches one of them, though not the music video). The album itself is not promoted effectively with release date prominent on the home page or social networking, tours etc. Though Natasha has extended the brief into including merchandising. Overall this demonstrates borderline minimal and basic understanding of the role of a website within an album release campaign or the function of this in uniting all the elements.
Level 1
Digipack 7/10
(Level 3 low)
*Natasha hasn't labelled her final digipack, as the stronger of the 2 drafts I have chosen to mark the 1st.
The wood theme links with the video, as well as focusing on
the central artist. The effect used however whilst an interesting visual
statement does not necessarily unite the campaign as it is not used
consistently, nor do the colours join those used in the video’s palate. Taken
in isolation however, this is recognisable and an ‘Indie’ digipack, the orange
on green colour scheme is not easy to read and fonts however on the track
listing. Some attention to detail with the legal blurb at the bottom, spine and
barcode. Whilst the effects and
photography demonstrate confidence in skills, this is undermined by the lack of
polish on the track listings and title (which is easily missed).
Music Video Low Level
3
Some interesting ideas in this conceptual/narrative video –
a variety of footage and shot types, with underused/unexplained content (baths,
masked characters in black, the paint) giving a loose sense of narrative that
creates mystery and ambiguity but the lack of resolution and premature ending
make this look unfinished and uncontrolled. A strong central character
throughout gives a confident performance let down quite heavily by the out of
time/unconfident lip synching, and a lack control over lighting to produce the
desired mood on the performance sections. There is some attention to detail
here in the use of make-up, the interesting use of paint follow the leaves, the
hospital external and the costume of the medical smock and masks to create
meaning. Overall, the editing of footage does not match the pace required by
the beat of the song but tries to visualise the structure of the track (the ‘eye’
close up at the end of the section), if not the changes in pace and mood. Incongruity
of narrative progression suggests an ambitious idea unrealised. Some nice
individual moments however best fit Level 3 lower 27/40
Evaluation 2/20
The evaluation is incomplete with 3/4 questions responded to all using the Prezi form. The audience bullet points critical feedback, but the response lacks the evidence of who the audience was, at what stage the feedback fwas collected or how it was used to improve the work. The success of the work is not objective. The campaign response again is bullets points without the discussion of creative decisions required to demonstrate understanding re-enforced by the absence of examples. There is no discussion of use of conventions beyond a brief examination/categorisation of a Radiohead example looked at in class.
Level 1
Evaluation 2/20
The evaluation is incomplete with 3/4 questions responded to all using the Prezi form. The audience bullet points critical feedback, but the response lacks the evidence of who the audience was, at what stage the feedback fwas collected or how it was used to improve the work. The success of the work is not objective. The campaign response again is bullets points without the discussion of creative decisions required to demonstrate understanding re-enforced by the absence of examples. There is no discussion of use of conventions beyond a brief examination/categorisation of a Radiohead example looked at in class.
Level 1
