After conducting both primary and secondary research we had a good idea who the main audiences where and what it was that they wanted. For this reason we decided that an 'arty' style would be the most appropriate choice for the video. Concept art combined with performance art such as dancing and miming by our 'artist' allowed the video to be more diverse, and thus more entertaining for the audience overall.
The concept: Freedom, lost love, two sides of a failed relationship. The idea behind these is shown as the artist, is represented as depressed, sad and unhappy, whereas the woman in the relationship finally has her freedom.
We decided to implement these concepts through various imagery throughout the video. They are as follows; A horse, The dance, The locations chosen, the lighting on the days we chose to film, the burning letters and the crumpled rose as well as the locket being thrown into the pond.
The horse was chosen to represent the women in the relationship as horses are majestic, beautiful creatures, but are also powerful and strong. The horse was firstly guided on a rope which of course was symbolic for the relationship itself, until later when the horse is untethered and runs off, representing freedom from the relationship. It is also important to point out that we chose the horse to represent the female role as we wanted the audience to appreciate her grace, and beauty, rather than risk presenting her as a sexual object.
The dance was choreographed so that at the beginning of the song the two dancers are in time with each other, this of course represents the relationship between the man and women as they are in time, flow together and work in unison. As the video develops the two dancers slowly begin to dance separately, representing how the relationship is falling apart until finally the dancers are doing completely different steps and finish the dance is different poses. This is to symbolise the demise of the relationship, and especially important, the fact that the blond dancer (who represents the female) is standing above the male (short haired girl) is symbolic to show that she has come out on top.
The locations we chose were mainly outside which were designed to represent freedom! The barn which was our primary location for the dance (which we were lucky enough to be able to use) is indoor which shows the outside pressures as light and wind can be shown behind the dancers as well as the idea of being trapped!
We were lucky enough to get the perfect weather on the chosen days of filming, meaning the day ran smoothly. The grey sky and drizzly weather was perfect as it was chosen to project the Male's emotions to the audience.
The crushing of the rose, burning of the letters and throwing of the locket into the pond, where not originally in the design for the video, but after watching the finished product we later decided something was missing. These additional shots break up the other footage making cuts more frequent, therefor making the footage less boring as well as repetitive.
We originally had had the idea of using a baby mobile as many of the candidates from the focus group associated the opening music with infants or infants toys. Of course we would not be able to use a baby in the production as it would be dangerous as well as hard to find! Although we had chosen to replace the use of a child with the baby mobile we found that it did not look great against the archaic oak tree and the grey sky,meaning other options had to be investigated.
The concept: Freedom, lost love, two sides of a failed relationship. The idea behind these is shown as the artist, is represented as depressed, sad and unhappy, whereas the woman in the relationship finally has her freedom.
We decided to implement these concepts through various imagery throughout the video. They are as follows; A horse, The dance, The locations chosen, the lighting on the days we chose to film, the burning letters and the crumpled rose as well as the locket being thrown into the pond.
The horse was chosen to represent the women in the relationship as horses are majestic, beautiful creatures, but are also powerful and strong. The horse was firstly guided on a rope which of course was symbolic for the relationship itself, until later when the horse is untethered and runs off, representing freedom from the relationship. It is also important to point out that we chose the horse to represent the female role as we wanted the audience to appreciate her grace, and beauty, rather than risk presenting her as a sexual object.
The dance was choreographed so that at the beginning of the song the two dancers are in time with each other, this of course represents the relationship between the man and women as they are in time, flow together and work in unison. As the video develops the two dancers slowly begin to dance separately, representing how the relationship is falling apart until finally the dancers are doing completely different steps and finish the dance is different poses. This is to symbolise the demise of the relationship, and especially important, the fact that the blond dancer (who represents the female) is standing above the male (short haired girl) is symbolic to show that she has come out on top.
The locations we chose were mainly outside which were designed to represent freedom! The barn which was our primary location for the dance (which we were lucky enough to be able to use) is indoor which shows the outside pressures as light and wind can be shown behind the dancers as well as the idea of being trapped!
We were lucky enough to get the perfect weather on the chosen days of filming, meaning the day ran smoothly. The grey sky and drizzly weather was perfect as it was chosen to project the Male's emotions to the audience.
The crushing of the rose, burning of the letters and throwing of the locket into the pond, where not originally in the design for the video, but after watching the finished product we later decided something was missing. These additional shots break up the other footage making cuts more frequent, therefor making the footage less boring as well as repetitive.
We originally had had the idea of using a baby mobile as many of the candidates from the focus group associated the opening music with infants or infants toys. Of course we would not be able to use a baby in the production as it would be dangerous as well as hard to find! Although we had chosen to replace the use of a child with the baby mobile we found that it did not look great against the archaic oak tree and the grey sky,meaning other options had to be investigated.
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