October 11

Production Skills Evaluation 3


During this topic, I have advanced my skills in Photoshop using filter tools to enhance specific elements of the image, my favourite tool was the Camera Raw Filter, this helped my group when creating the first images for our digipak we increased the saturation and changed the levels to make the image cool toned or warm toned, we did this when turning her eye neon pink and electric blue. I used this tool once again when selecting just the pupil to make it stand out from the white of her eyeball. I used this to reflect the electric, unique nature of the performer and their music.

I also played with effects such as the brush stroke tool however it didn’t come out too well as it didn’t match the genre of the image due to it being so close up, the brush had a major effect, this lead to it looking too heavily edited and rubbish. We tried to use liquify to photoshop our performer’s neck inwards to make her conform to social expectations. Overall I think I have advanced my skills in Adobe Photoshop and it will help us in the future when creating our second draft of our digipak.

September 26

Feedback on Mock-Up and Targets

Once we’d done out digipak photo mock-up, we gathered some feedback form our peers as to whther or not we were achieving our aims and what we could do to improve. Below, we have compiled a load of adjectives and a collection of genres suited best to our album along with some which don’t. The most popular were Indie-Pop and R&B.

This displays clearly that we have achieved what we needed for our target audience and it was very easy for our peers to discover what our digipak was about, this feedback helped us understand what colours, typefaces and images portray of genre and adjectives best. This shows what are digipak was created for and it was easy for our peers to be able to decode the main genres and the main affects that we wanted it to have on them.

This feedback from out peers has helped us to be able to expand on what colours, typefaces and images fit the best with our genre and artist. We gathered this feedback by asking different age groups to put a tally by which adjectives and genres they thought our digipak was, we gave them two tallies each. The adjectives we used in our feedback sheet encoded our digipak well and our audience decoded our genre correctly, resulting in them having a preferred reading on our digipak, this then told us our mock-up digipak was successful.

September 12

Mission Statement

A company’s mission statement is essentially its statement of purpose. It serves as a guide for all of the company’s decision-making and establishes aims and goals for the company to achieve. Our mission statement will impact how our digipak and website are styled. It sets the original brand’s image which is used throughout our designs.

We researched about our target audience, by looking up our music genre of R&B on YouGov, this aided us into who we needed to target with our mission statement, which are typically 12-25 year old females who enjoy the indie pop and r&b genres.

We created L.U.N.A’s mission statement to help her stand out compared to other artists and this is to display her incredible talents but how she still lives an ordinary life – so the audience can relate to her but also idolise her. Her music is a mix of different elements of genre, jumping between indie pop and the indie hiphop genre, to help her music stand out from other artists and this helps our artist to have her own unique selling point.

This is our mission statement for our digipak:

L.U.N.A’s fearless and energetic personality represents her explosive new music as it hits the charts. Focusing on her fans and moving on to their modern day manifestations, a rainbow of indie hip hop styles will be explored.  With a target audience of  14– 30 year olds, the young demographic will be exposed to her current chart topping indie pop/hip hop albums whilst new and upcoming indie artists following her work will have a platform to share their artistry and passion



June 29

Production Skills Evaluation 2

Our group had Lenny Lenfestey come into our class and give us feedback on our music video, the main bit of feedback he gave us was that the performance image angles are really good, however they need to be slightly colour corrected so that they all match and it will make it more aesthetically pleasing for the audience. He taught us some more technical skills such as:

  • The echo effect,
  • The adjustment layer,
  • The Vignette effect, that frames the image,

In this first screenshot, I used an echo effect when our performer is being pushed on the swing.

Overall this helped develop my skills in all these fields, especially technical skills where Lenny, taught me how to add echo layer, which makes our videos look more like a memory when we use that effect especially as we’ve added an adjustment layer over the top which is a Sepia like effect, this aids to the idea of it being a flashback, the reason for these effects are that in the video we need to clearly display that she’s looking back on memories as opposed to it being in real life. This helped me improve my technical skills and showed an improvement when I next went onto Premiere Pro.

Here we used colour correction in which we then added onto an adjustment layer so we could lay this over all our rose clips. This colour correction enhanced the reds within the image, to make the key flower stand out.

We used more video transitions to give our video more fluidity, as it create a smoother transition between our narrative (the flashbacks) and our performance (the present). We used the technical skill to layer the performance over the narrative, this also represents how her memories are still with her and are interlinked.

June 4

Production Skills Evaluation 1

The design skills and production techniques I have learnt throughout the planning, production and post-production of our music video are:

  • The planning and organisation skills used when directing the shoot,
  • The use of cinematography techniques (including framing and angles) when filming,
  • The use of technical design skills in Premiere Pro when editing our video.

Some new techniques I have learnt during the process of creating our music video:

  • Ensuring the continuity within our music video adds up,
  • To ensure you collect enough footage for our performance and narrative,
  • Always remember to get as many close up’s as possible,
  • I have learnt to edit to the rhythm to make the video more aesthetically pleasing for our audience to watch.

These skills will help me in my development in the production and post-production areas as we continue to film and edit our music video, here we have razor bladed many clips together, flashing between narrative and performance, also to increase the pace of the edit. These are the same as the rest of my group, as we all participated evenly and shared roles in which we all have individual aspects we need to improve on but overall we have the same targets.

Here’s an example of one of our many close-up’s/ match on action’s which we have edited very finely also with the razor blade tool and have edited to the beat by looking at the audio.

Here we edited to the beat and changed the shot every time she sang ‘live it up’ to show our varieties of shots and to make our video more aesthetically pleasing for our audience we did this by looking at the height of the bars within the audio which we key frames and cut up to ensure we could fit clips in between a beat.