Creativity

For our music video production, we used a number of different methods to try and make it 'creative'.
We decided to do a narrative based video, so it was important that the story was interesting because otherwise the viewer would switch off and not pay any attention to what was happening. The story changed throughout the video, relationships were broken, others formed, and then re-made at the end. When we made our thriller last year, we chose to have another twist in the plot. Everyone assumed it was the male character who had attacked the female, but the news report that we made said otherwise. We did this to try and confuse the audience a bit, and to make them question what they had seen.

In both of our productions, (the thriller opening and the music video) we have used black & white footage. In the thriller the use of black & white was to show flashbacks/memories of the event, with the present time shown in colour. For our music video, we wanted to expand on this idea and develop it further. We decided to use black & white footage to show sadness or anger/frustration and colour to show more postive moods. For example, when the female walks out of the house, the footage is in black & white. And when they get back together at the end, the footage changes to colour.

The clever use camera angles, editing and transitions also highlights creativity. When we were filming our music video we tried to use a range of angles and shots, we repeated one or two shots that we used in the filming of our thriller. The shot where the camera is placed on the ground and people run/walk over the top it creates a good effect. This is one of our favourites.
Another good example of creativity in the thriller was when we edited it so that it looked as if the news report was actually on the radio, when really we were just playing the recorded sound clip over the top of the footage. In the music video, we followed Goodwin's principle of matching lyrics to visuals. When the lyrics are talking about 'time', we set that clip of footage to slow motion, and also showed amy looking at the time on her phone.