Creative Journal ~ Locations

When finding locations for filming we had decided on locations that we would have to travel to so we could create the atmosphere of the protagonist travelling so we could portray it through editing. However, we soon discovered finding locations would be harder then we first intended. Below is a summary of what happened when finding locations and incidents that happened when filming on them.

 

11^th November 2016

            Birmingham

We took a crew of eight people to film in Birmingham Grand Central. Upon arriving we scouted the area for a café that we believed had the aesthetic that we wanted to be portrayed in the production, the café we had concluded, is shown below. We had requested permission off of the manager to film within his café which we received with ease. However, we was not aware that we needed permission off of Grand Central itself as we believed that we only needed permission off of the café. This resulted in the group being pulled aside by security, this then developed into a situation where myself and another member of the group was taken to senior management to discuss getting permission to film that day, however, we were unsuccessful due to the absence of the marketing director. We received a business card with contact information to further discuss permission. However, we decided against this due to a change in relationships within the group and the modification of the narrative.

We considered a range of locations within Grand Central however we deducted the options down to two, the one we chose is shown above, the other option is shown below. We came to a conclusion that we would use the location called “Muffin Break” as the other location was very busy and this would cause issues when filming and would develop to become very unpractical for filming.

We returned to the Sixth Form and did further research on the permission and how long it would take in order to get it. After some research we collected the screenshots shown below, which states that we would need Public Liability Insurance, which is a sum of £5 million to cover, which as students we are unable to fund. Therefore we considered other options.

30^th November 2016

We decided to attempt and gain access to Birmingham Library in order to shoot scenes that we required for the first 15 seconds for the opening sequence before the song starts. However we experienced a new issue that we had to resolve, however we encountered the same problem with Public Liability Insurance. The screenshots demonstrated above is the link that the reply sent us to, therefore we knew that we would have difficulty getting permission due to the £5 million Public Liability Insurance.

The e-mail we sent is shown below:

The reply we received is shown below:

Upon receiving this we took it upon ourselves to look at the website provided and others which contained information filming permission. We discovered the website the email provided us contained the most information. Below are some screenshots that we believed to provide the most important pieces of information and most relevant to our situation.  We discovered the method on how to enquire about filming permission, however as you can see we encountered a similar problem of the public liability insurance that we once again couldn’t establish. We continued to explore the website for anyone we could personally contact in order to see if we could be granted permission as we were students and couldn’t afford the public liability insurance, however instead we came across a form that needed to fill out but once again needed reference to public liability insurance which we have not obtained. Below is the form we found:

2nd December 2016
A  plan was established to film in Kingsbury Waterpark, as we believed that the outside environment and open fields and lake would help us create the atmosphere that we desired to present in our production. We took pictures of the areas we intended to us, including benches to present a photoshoot scene that we wanted to incorporate within the production. These images are presented below.

We decided to seek permission with whomever it may concern so we didn’t have the same incident we had in Birmingham, this resulted in us seeking permission in the ‘Information Centre’ that the park has. There we were told that we would have to ask a manager of the park, whom were currently on holiday and would be back in the next two weeks, which we didn’t see being useful to our production plan, however they continued to give us a sheet which we could send to her with our contact details meaning we may get a response quicker. However, we ran into the monotonous detail that we would need Public Liability Insurance once again, so we decided against using the area.

Creative Journal - Previous Narrative/Storyboard

0:00 – 0:15:         Narrative speech

                                Montage of shots – library, shopping, school, street (Evening), Gym.

                                Fade to black

Verse 1

0:15 - Line 3:       Fade in

                                Close up of Sian

                                Slow zoom out to medium shot

Line 4 –Line 5:    Model at photoshoot being adjusted (clothes and make up)

Line 6:                   Extreme close up of eyes

Line 7 – Line 9:   Cut to long shot of model

                                Photo flashes and pose

                                Cut to side (diagonal) medium shot

                                Photographer walks over, slow motion shouting (model not posing right)

                                Medium shot of friend looking awkward and sympathetic

                                Cut to close up of model, rolls eyes and walks away

Chorus

Line 1 – Line 2:                   Singing in field, wide shot

                (Line 2)                 Cut to medium long shot singing

Line 3 –Line 5:                    Sitting for a coffee with friend, pan of table, laughing

                                                Two shot of model laughing with friend

                                                Four shot of table, one friend saying something, everyone laugh and drink

Line 6 – Line 8:                   Medium close up singing in field

                                                Cut to backward tracking, walking through field.

                                                Camera stops, walk past camera whilst singing.

Line 9:                                   Over the shoulder shot, text received.

Text reads from Manager– “My house at 7 tonight. Potential job offer over dinner”

Verse 2

Line 1 – Line 2                     Close up of sign for the restaurant

Cut to restaurant with model and 3 others sitting for a meal, four shot

                                                Medium close up of one person making a joke about model

                                                Two shot of other two people laughing

                                                Medium close up of model looking awkward, “I’m going to the toilet”

                                                Side medium shot of model leaving

Line 3                                     Model goes to bathroom and looks into the mirror, over the shoulder shot

                                                Looks at herself, turns to the side to see how skinny she is

Line 4 – Line 5                     “What’s a little bit of hunger” she says, view of model in mirror

(Line 5)                 “I could go a little while longer” model begins to leave

Line 6                                     Outside restaurant, four shot, saying goodbye.

                                                ‘Manager’ shows hand gesture to say “well?”

                                                Two shot of other people saying no, hand gestures

Line 7                                     Manager starts fake laughing, begins to get angry

Line 8 – 9                              Two others shake their head and begin to walk away

                                                Manager starts over reacting, angry

Line 10                                  Manager begins to yell at model, argument

                                                Model walks off

Line 11                                  Light transition, ball of light emerges into a flash.

                                                Cut to next scene

Chorus

Line 1 – Line 2                     Walking through water park singing, backward tracking

Line 3 – Line 5                     Fast fade

Walking through village, different angles, looking around dramatically for escape

Line 6 – Line 7                     Cut to walking through the water park singing

Line 8                                     Lean against wall, Extreme close up of getting pill

                                                Medium close up taking pill

Line 9                                     Slide down wall, lean head back

Bridge

Line 1 – 6                              Model stood in field in front of group of people in line

                                                Model singing the main parts

                                                Background people sing brackets

Line 7                                     Close up of model singing

Chorus

Line 1 – Line 2                    Medium two shot, model and friend dancing in field laughing

                                                Cut to medium long shot of model jumping on back (piggy back)

                (Line 2)                 Slow motion running through

Line 3 – Line 4                     Model falls off, long shot

                                                Cut to laughing, Medium close up

Line 5                                     Wide shot, model singing to camera

Line 6                                     Hand held, playful singing, over dramatic

Line 7 – Line 8                     Long/wide shot, friends walking in a line, laughing

                                                Cut to side medium shot or friends laughing and walking

Line 9                                     Model singing in the middle of friends

                                                Friends split and walk around camera

                                                Camera tilts down

                                                Fade to black

Mosaic Classifications & Young and Rumbican

The Mosaic Classification is a way of reaching the right people with the right message in order to take advantage of people's interests. When deciding a target audience for a media product we needed to ensure our idea of the target audience was as relevant and effective as possible. The system itself is a cross- channel classification, this is to help build a "hyper-connected world" (1). The mosaic classification gives a real- world insight to give an accurate representation of the types of demographics around the UK.

When developing our target audience for the Scars to Your Beautiful by Alessia Cara music video we went through the classes in the Mosaic Classification and highlighted the segments that apply to our music video and its audience. Below is the an briefly analysed classification for our specific audience. We have concluded that our audience will be in the O61/ O66 segment, this is because our target audience are students and motivated workers, aged 20. The segments that our audience falls into is Career Builders (O61) these people are motivated singles and couples in their 20s who want to progress in their field of work from commutable properties, these would typically be people from higher education (which are the years that producers/artist would have gained their attention) these people will therefore be committed to the audience but would develop to fall into the O61 segment.
The audience would have developed from the O66 segment, as they will not only listen to the artist while they are students which is why the development occurs, as O66 segment is secluded to only students living in high density accommodation.

When using the the YouGov profiles we can establish that the target audience for Alessia Cara is typically female and aged between 17 to 23. Young adults who can relate to the messages in the music and her videos, this therefore gives the audience a sense of satisfaction. The social grade being O61/O66, however, when the audience grows up they are likely to fall into the C2 or D social grade.YouGov estimates that their monthly disposable income is roughly £1000 or more. However, due to us believing that the target audience are students, we believe their monthly disposable income is about £200.

Young and Rubicam 

For the music video that we are creating, we looked into Young and Rubicam's theory to see the descriptors that would classify our target audience.
One of the descriptors that fits our target audience would be Aspirers. The description fits our ideal target audience perfectly. Aspirers tend to be orientated to image and appearance. The relationship this has with our music video that we are developing, this is because the song itself carries a powerful message and we are attempting to portray the same message through the music video, this message surrounding self- image and appearance. The song supports young women in loving themselves with the scars they may carry creates the person they are. Another reason why we decided our target audience will would fall into the Aspirers class is because they would be students. This means that a large quantity of them will have part- time jobs in retail. Stores such as New Look and River Island which means that they are constantly around posters with models on who are supposed to represent the 'ideal' woman. Other stores such as John Lewis, Sports Direct and Drayton Manor affect their opinions on where to shop and it therefore impacts their lifestyle and therefore their own thoughts about themselves. The video and song are to work together to present the idea that accepting yourself for who you are is more 'beautiful' then the models on the posters.

Another descriptor that we believe the target audience may fall into would be Reformers. The reasoning behind this was that we believe that our audience will want freedom, with no restrictions to hold them back. When applying this to our music video and the song this restriction would be the lack of self love and confidence. Another restriction would be the impact of the expectations of the media on their body image for young women and men. This is because after some research we discovered that men suffer with body image issues as well as women, the image below presents some facts about body image across the world. Those that do not stick to the restrictions are classed as "weird" and "unique". Also as a Reformer they tend to have a lot of social awareness. This relates to the audience being aware of the kind of pressure which is being forced upon them by the media and other peers. Social awareness can include someone choosing no to give in to the pressure and it can include someone giving into the pressures of media. Giving into the pressure can involve someone changing their appearance to fit into the "mould" that the media creates the expectation of. A Reformer tends to have some form of higher education which could lead to a better job role.

(2)(Low self-esteem: Gender differences, 2015)

Bibliography
(1)Experian (2016) Mosaic - the cross-channel segmentation. Available at: http://www.experian.co.uk/marketing-services/products/mosaic/mosaic-in-detail.html (Accessed: 7 December 2016).
(2) Low self-esteem: Gender differences (2015) Available at: https://www.rebeccaanhalt.com/low-self-esteem-gender-differences/ (Accessed: 9 December 2016).