EVALUATION QUESTION 3 -

FEEDBACK -

CALIFORNICATION

ELLIOT HOGAN

CONSTRUCTION - FEEDBACKAfter our first band performance filming session we put our footage onto our computer to begin editing, however we asked for advice from peers and our teacher before considering the scene complete. Peers said that the footage was a little shaky in some parts, especially close ups on the instruments. Therefore, instead of re filming we use the stabilisation tool to stabilise the footage which fixed it immediately. Also, our peers said the footage was slightly dark and therefore we began to colour correct the footage and enhanced the brightness which peers said looked a lot better.

WE GAINED SOME FEEDBACK

THROUGH SOCIAL MEDIA

We gained some feedback through social media websites, with Twitter beingexceptionally useful to promote our product and gain feedback. The use of hashtagsallowed people to correlate with our music video, and also created a buzz about ourvideo – which I linked several times in tweets, encouraged peers and any one else whowas interested to view it and contact us through Twitter or Facebook. Twitter was goodfor customisation tools as well, as it also gave us an opportunity to show our digipack asour main photo, and it was encouraged for peers to give us feedback as a whole oneverything associating with the music video.

CONSTRUCTION - FEEDBACKDuring our feedback sessions with peerswe asked them to watch our differentedits of the music video and asked whatthey think needed improving. Forexample, during the surgeon scene, peersand our teacher were unsure on whatsurgical procedure was taking place, sotherefore, we took further photos tomerge in with the scene, which includeddrawing cut lines on the subjects facewith a scalpel to her face so the audiencewere aware of what she was having done– to reflect the plastic images associatingand expressed in the song Californication.Then we used the opacity tool so that wecould layer the images on top of theoriginal footage so that they audiencecould correlate the images to the surgeryscene.

CONSTRUCTION - FEEDBACKFeedback from peers suggested we hadfar too many simple jump cuts intodifferent angled shots of theinstruments being played like this onehere – and that therefore if we weregoing to use these images we shouldincorporate them into the videoanother way.

We took this feedback on board andwe did agree with the feedback and wedidn’t want our video to be repetitiveand therefore I edited the scenes andincorporated them into other shotsusing the opacity tool to create alayered shot with two videos on top ofeach other. Feedback from peerssuggested this was extremely effective.

FEEDBACK THROUGH SOCIAL

MEDIAWe also used Facebook as a wayto get feedback through socialmedia and this was exceptionallyhelpful in gaining feedback fromfriends and peers.

Using Facebook, allowed us to showoff our work to all our existing friendson Facebook and gain immediatefeedback using the ‘like’ button andthe comments section. It also allowedus to see feedback from other peoplewho were interested in similar thingssuch as the RHCP.

The two images above show how weexploited Facebook to our specific needs andhow it played to our advantage.

DIGIPACK FEEDBACKWe chose the front cover to be picturing the band and the two lead guitarists in the band as they are present in the majority of the digipackand magazine advert and therefore this creates synergy between the product. Plus, from our target research the age group of those most interested in the RHCP’s was 16-24 and therefore we represented our target audience and made it more relatable to those who fit the criteria of our targets.

We asked for further feedback from our peers and teachers on the digipack, and we were advised to make all of the digipack layers link with each other to create synergy because without a link – they look too random and unrelated to our target focus. Therefore to create synergy, on every layer of the digipackapart from the back cover, we used the opacity tool on Photoshop to incorporate the RHCP’s logo on our work – which was widely admired by our peers and friends.

ALBUM FRONT COVER DESIGN

FEEDBACKOriginally, when asking for feedback for our front cover, we were told that the background (which was originally just plain white) wasn’t creating synergy with the music video itself because the band are always seen playing in front of a brick wall. So we took the brick wall from the music video and incorporated it on our front cover – which you can see clearly in the picture to the left. Before the final front cover on the left here, Max and Elliot’s figures weren’t as highlighted and prominent and therefore feedback suggested we needed to stand out more, especially with the RHCP logo transparently, to create synergy. Therefore, we used the effect cartoon which makes our bodies stand out more.

ALBUM BACK COVER DESIGN

FEEDBACKFeedback wise for the back cover, we were told to be more artistic and instead of using another image of the band, create something that stands out that is unique and clever. Our teacher and peers gave us this advice, and Max began creating a Red Hot Chilli Pepper in the shape of California to further create synergy between the products and the video itself. The feedback for this design was exceptional and those who we got feedback from were very positive and therefore we had little to do to correct the back cover.

MAGAZINE ADVERT

FEEDBACK

We really wanted synergy between the digipack and the magazine advert and therefore we used thesame image derived from the digipack for the magazine advert, however it isn't as largely cropped.Feedback from my peers made us realise as a team that synergy that we tried to create was essential asit allowed our peers to see and recognise our music video as a product made by us. Feedback on this wasminimal as we were set in stone about using the same colour effects as the digipack, which was the‘cartoon’ effect as we wanted to reflect upon the manufactured image that the Californian lifestylepresents and also to reflect on our research of Theodore Adorno. Originally, we weren’t going to havethe RHCP logo transparently in the magazine advert, but our peers said that our goal of synergy would befurther achieved by doing so, and therefore we did. Above it the finish magazine advert.