Wednesday, 10 November 2010

Initial Ideas, Concepts & Inspirations

In order to conceive ideas for the promo video, we needed to deconstruct the lyrics of the song to gain an understanding of the narrative structure.

'You Got The Love' Lyrics


Sometimes I feel like throwing my hands up in the air
I know I can count on you
Sometimes I feel like saying "Lord I just don't care"
But you've got the love I need To see me through

Sometimes it seems that the going is just too rough
And things go wrong no matter what I do
Now and then it seems that life is just too much
But you've got the love I need to see me through

When food is gone you are my daily meal
When friends are gone I know my saviour's love is real
Your love is real

You got the love
You got the love
You got the love
You got the love
You got the love
You got the love

Time after time I think "Oh Lord what's the use?"
Time after time I think it's just no good
Sooner or later in life, the things you love you loose

But you got the love I need to see me through

You got the love
You got the love
You got the love
You got the love
You got the love
You got the love

Sometimes I feel like throwing my hands up in the air
I know I can count on you
Sometimes I feel like saying "Lord I just don't care"
But you've got the love I need to see me through



We concluded that the meaning behind the song is a woman communicating her love for someone, and explaining how he is the one she can turn to when everything in her life goes wrong. Thus, when creating the video for the song, our key themes/concepts should be love and loss.

Ideas


Our first idea (one which was thought up almost simultaneously and instantly by the whole group upon establishing the concepts) was to film most of the sequences in black and white, colour popping red. Using red as an accent colour would undoubtedly connote emotions such as passion and love, but would also keep the cinematography elegant if we were filming in an uncontrollably busy environment. Also, using this technique would give a constant in the video, meaning that it would altogether make the promotional text look more whole.

The second idea we had was to film our video in London, a very romantic city. We have many ideas for shots in London, taking advantage of the sheer mass of people there. One shot in particular that we would be keen to explore would be having a stationary model filmed over a long duration of time while the people were in motion behind her, creating this effect;



After this brainstorm we did some research into other successful promotional music videos. The first one we looked at was the iconic 'Rude Boy' by Rihanna.



At 0minutes 2seconds there is a quick cut forward/reverse shot, achieved in post production which would add a dynamic quality to out video, relatively easily.

At 1minutes 3seconds there are extreme close up shots of lips which have been green-screened and added to a colourful background. We loved this effect as the lips are very sexy and symbolise love in a contemporary manner, and are appropriate in context to our concepts.

At 2minutes 45seconds a repeated, fast zoom in and out is used which we thought created a very successful shot. It could suggest confusion and isolation, which when applied to our song lyrics could work very well.

We also looked into Rihanna's 'Russian Roulette' video. We again took inspiration from a Rihanna video because they always have beautiful cinematography and mise-en-scene, as well as fitting the tempo of the song and using great post-production special effects.



At 0minutes 53seconds a light beam is shone across the set, giving a high contrast and intimidating effect. This could work well in making our model look vulnerable.

Speed is played with meticulously during the video, seamlessly increasing and slowing down. The effect is a very surreal and almost dream-like outcome which compliments the tempo of the music.

Some shots are filmed through glass which, in semiotic terms, is not giving the audience a true representation of the actress. Also in some instances she breaks the fourth wall, and with her eye contact the audience feels more emotionally connected to her. Because our song is very emotive, eye contact with the camera could be a good way to evoke empathy from the audience when exploring our concept of 'loss'.

A post-production which has been used repeatedly in this promo video is the cross fading transition. This works particularly when connoting flash backs and also connected two characters which are in different locations.

At 2minutes 22seconds an extremely shallow focus is used to separate two characters. This would create a really professional look to our piece however the cameras we will be using to film our video would not give us the option of adjusting the aperture.

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We also toyed with the idea of using stop motion in sections of our video, as we loved how inventive original it could allow us to be as illustrated in the video below. However we had to rule out this idea because of the sheer time it would take to create such an elaborate stop motion video.

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