MY CREATIVE CRITICAL REFLECTION (CCR)

Q.1 How do your products represent social groups or issues?

My music video for "those eyes" by the contemporary musical band "new west" showcases a social group with similar age identities (teenagers) as well as their initial experiences with establishing a relationship. The video captures the essence of young love, as well as the feelings and experiences that many young people go through at this pivotal moment in their lives—an encounter that shapes an individual's personality regardless of their identity. I intended to represent a varied variety of teenagers, emphasizing the universal experience of teenage love without limiting ourselves to any particular cultural or social group. My actors come from similar social backgrounds, but the story could easily have included characters with varied social identities, whether cultural or socio-class identities. I feel that the video's themes and emotions will be familiar to anyone who has felt the thrill, excitement, and uncertainty of a new romantic relationship. It is a widely recognized experience that can thus be communicated to a much larger population. Furthermore, my subject is not limited to a single social group; as previously stated, this experience is not foreign to the majority of the population, making the theme inclusive in its nature since it is a common feeling that’s not restricted to a specific group. My objective was to produce a music video that illustrated a commonly felt emotion. I chose this theme because it is incredibly flexible and thought-provoking, so I created a music video that portrays the true experience of falling in love without limiting it to any particular group.

Q.2 How do the elements of your production work together to create a sense of 'branding'? 

My production components collaborate in order to generate a unified and distinguishing 'branding' for the music video. I employed a split-screen to display both characters in the same frame, highlighting their connection and familiarity. The use of medium shots, close shots, and point-of-view shots gives the audience a sense of being a part of the relationship, making the experience more immersive and personalized for the audience. This gives the audience the impression that the video was created specifically for them, which is the main goal of any content creation. The transitions of eyes opening and closing in accordance with the song lyrics further contribute to the sense of intimacy between the characters, and the intent behind this shot was to portray how the characters were connecting with each other over time. Moreover, I chose a warm color palette and natural lighting to create a romantic, dreamy, and comforting ambiance, this evokes a sense of familiarity in the audience. The song "those eyes" itself is very significant in the branding of the music video. The captivating melody, relatable lyrics, and soothing rhythm create an atmosphere that complements the production's visual aspects perfectly. The song's genre is indie alternative, which is a popular and timeless genre, appreciated by the masses. I also utilized cinematic bars to give the video a vintage and nostalgic feel. All of these elements were specially picked and combined to create a well-integrated and unique branding for the music video, assisting in generating a memorable video that stands out from the rest. 

Q.3 How do your products engage with the audience?

My music video engages the viewer by producing a realistic and familiar experience, The depiction of the protagonists initially falling in love is a universal event to which many people may identify. I intend to engage my audience on an emotional level by depicting the teenage experience of falling in love in an authentic manner. The theme itself creates an emotional connection between the viewer and the product. The use of the split screen was carefully decided, it provides the audience a chance to experience the process from the perspective of both characters. It gives them a feeling of security, in the sense that they’re not oblivious to the thought process of the other character. It truly provides a bird's-eye view of the whole concept to them. The diversity in shooting methods adopted in the filming of the video further immerses the viewers in the video.  In extension to the aforementioned thought, our transitions, according to the general public in our school, were significant for the ambiance. Further, due to the fact that we’ve used cinematic bars, this video is wrapped around the feeling of nostalgia and familiarity, which helps the audience relate to the content more than something impersonal and alien, all while making the video more visually appealing. I believe that my music video engages the audience by depicting a relatable and authentic experience of falling in love, coupled with the use of cinematographic elements that further strengthen the theme, allowing the audience to empathize with the characters and their feelings. 

Q.4 How did your research inform your products and the way they use or challenge conventions?

My research into the experiences of teenagers falling in love helped me to produce a more realistic and engaging portrayal of the characters' feelings and experiences, which shaped my product. It enabled me to capture the actual spirit of teenage love and make it relatable for the audience, allowing them to have a more in-depth experience with the content. I wanted to correctly capture the adolescent experience of falling in love while also pushing norms by portraying a varied spectrum of people who are not limited to any particular social or cultural group. I closely studied the lyrics of the song that I choose (those eyes by new west) and thought of the emotions that the songwriter (s) wanted to paint with their words, it added to my research as the song itself plays a crucial role in the process of conveying the idea behind our media. I was inspired by other music videos that showed the teenage experience of falling in love in a genuine and meaningful way, such as Adele's "First Love" and Taylor Swift's "Love Story," both of which are regarded evergreen musicians and are recognized for their thought process on the subject. We were also inspired by the work of well-known filmmakers. The work of John Hughes in ‘The Breakfast Club’ and Richard Linklater in the ‘Before’ Series have the power to stir thoughts on the concept of love. These filmmakers showed me the importance of capturing minor things and the influence they have on the audience simply because of their emotional depth.