Describe how you developed your skills in the use of digital technology for media production and evaluate how these skills contributed to your creative decision making

In year 12, I created an urban Y2K film opening, called ‘Bleak’ for my AS production. For my A2 production, we came together as a group and created a music video, website and a Digi-pack. In order to begin both productions, I needed to research into pre-existing products that were similar to the product that we were to create and as example, where we could easily follow the codes and conventions and also see how we could target our audience effectively.

Therefore for my AS production, I used web 2.0 to research different types of film openings and looked into different type of target audience to determine what our actual product will be based upon. Taking into consideration the codes developed by Prop 31 conventions and Todorov narrative and equilibrium. We then decided on a specific target audience which was teenagers, prompting us to create a questionnaire on survey monkey to find out particular genre of film youths wanted to view and to then place it on web 2.0 sites such as facebook and twitter, knowing primarily that our target audience will be on those sites. Henceforth we took into consideration how we could use the results gathered to conform to the codes and conventions of a film opening targeted specifically at youths.  Using the site, survey monkey was quick and easy to use as it provided a template where I could easily design the questionnaire and afterward gather the results. Google was also used to carry out initial research. The search engine was used to investigate similar synopsis that fitted now our chosen genre which was to create an urban Y2K film opening, therefore we took into account films done by revolver, such as Kidulthood, Adulthood and Shank. YouTube was also used to investigate a series of film openings, which I could personally view and analyse the different angles used to create representations, the codes and conventions whether it subvert and conformed and also through the web 2.0 site review the comments made by youths on how they like the trailer. Hence our film opening conformed to a stereotypical Y2K opening, where a young teenager coming out of his council estate is seen; the weather is dull and gloomy and a climactic scene appears of someone being robbed. However we added an enigma at the end, this therefore allowed the opening to follow Roland Barthes enigma code. During the process of the production we decided to use a HD camera to film our film opening and use final cut pro to edit scenes and finally adobe after effects to create the graphics at the start.

For my A2 production, I created a music video and ancillary texts along with it. The internet again was a useful tool as it enables me to search into different type of music videos, artist websites and their promotional material including their Digi pack and to see how we can use the similar codes and conventions to create our product. This production required that we work as a group, hence my group and I made a decision on a specific genre after searching through a series of music videos through YouTube. We came to a final decision and chose to go create a music video based on a hip-hop/pop genre. Once again survey monkey was used to help decide what actually should our narrative of the video be constructed of, once the results was gathered, we decided what our cods and conventions would be. Skateboarding and young love together was to be portrayed in the video. Therefore I started to research music videos that showed these similar codes and conventions and conveyed different shot types of skateboarders and rollerblades.

Having looked other music videos and analysing the different shots types used and also camera angles we wanted to incorporate into our video, as we found there were quite few shots showing the singer’s face expression, interest and emotion in the song. There were a series of slow edits, fast cutaway shots all things needed for us to be able to create our product. Far East movement “Roceketeer” had demonstrated to us a series of shots, camera angles and edits that we really wanted to imitate in our product. In addition because we had to make a music video, I took it upon myself to research fan made videos of people lip-synching to the their favourite songs and then we ourselves would have a series of practice sessions where we as a group practiced our lip synching through the use of the apple IMac video recorder where we would essentially record ourselves lip synching a variety of songs, until one of us in the group had mastered it.

During the process of the production we used a HD Camera again, to create some really brilliant steady shots and close up of our main artist, however we also used a fish eye camera which allowed us to gain footage of the artist actually sees. Final cut pro was once again used to create edits for the music video, to add transitions effects, quick cutaway shots and to synch the actual song to the video. Adobe after effects was also used again, this time to create a retro and vintage look to the overall video, to make it look professional and resemble the same colour enhancement/correction  used for ‘Diggy Simmons – Do It Like You’ Video.

WIx.com was the programme used to create our website. The programme was quick and easy to use as it allowed us to effectively design personally how we wanted the website to be in order to tailor it to our specific target audience. Through the use of Wix we were also able to create brand recognition, s there was the consistency of colours for example our background colour was the same as the same as our artist clothes primarily his top. Wix also gave us the opportunity to automatically play our song once on the website this helps to further brand recognition. Our main goal was not to make the website to complicated as we wanted our audience to be able to navigate easily through the site.  

Photoshop was the software that I was able to best utilise my skills. The software was used to create and edit photos for the website but primarily to create the Digi pack. Having researched into a various artist Digi Pack and photos, I decided that Photoshop would be the best programme to create and edit the Digi pack. Through the use of layers, filter and simply adding colour and using tools such as the clone stamp tool which allowed to me remove any blemishes on our artist face aided in making an effective Digi-pack, allowing me to keep that brand recognition throughout.

 Of course there were many limitations that were faced when creating both productions, such accessibility to a computer or Apple Mac, or even the camera equipment, however I and my group were able to overcome those challenges.

Throughout the course, AS to A2, my skills in editing, researching, planning and organisation has developed immensely. The fact that before I knew nothing about editing or even about final cut pro, to now that I could easily create video, edit and even add affects on top of it through adobe after effects shows my development of skills in the use of digital technology for media production.