Fatima Ali - A2

Soon after filming I had sessionals and senior week, therefore the editing process delayed by a few days. I was particularly scared for the rough cut as the colour grading and the other tweaks were easier, the most difficult part to edit was the dance since it requires a close attention to detail for the continuity between the parallel editing. After I edited it completely, an error in my system resulted in me losing the edited footage and I had to edit it all over again but since I knew what to do, it wasn't an issue and actually resulted in me improving it and working on it more. To explain the editing, the blue was enhanced alongside basic corrections and i tweaked the curves to fix the undertones to make it more dramatic. Then for the outdoor shots I tweaked the highlights, blackpoint, shadows, contrast, furthermore, I added a hint of yellow and increased the faded film to give it a more indie old school vibe and lastly for the end flashback scene, I applied an old film overl...

- Day 1: We had an early start so we can catch the sun- It was mesmerizing, the shots were beautiful because of the sunlight. The struggle was with the choreography as it did not portray the emotions I had intended to show, furthermore, another major factor was the lip sync which when I went home and checked the footage, I realised that I could not call this the final product. Something just felt missing from the video itself. But I thought making the final rough cut with the reshoots would make it look better. Day 2: After reshooting scenes and coming home and making the roughcut ( yes I spent all night editing) I realised that there was a change required. down below is the link to the roughcut which failed, this is the failed one.  https://drive.google.com/open?id=1yDyArF8ifacTk4yQzSd_ZXbnJK90SHf1

The basic idea is the same and so are the outdoor shots, however the indoor shoot will revolve around the alternative genre with the blue intense lights and black background. The actors were changed as the actors were not available on the dates and both had a problem with the lip sync and acting.

The start to my day was early, we started at 8 am. I packed everything, printed out scripts and started calling the actors to make sure i was awake. I reached my first destination for the shoot at 11 am and by that time we took few shots of the female lead whilst waiting for the arrival of the male role. After which we reached 'ahsan farm' where we shot the outdoor part of the music video. We got free around 5 and came back to complete the indoor shoot which I knew was going to be a challenge since it required precision, coordination, emotion and intimacy. We shot the extra shots alongside the dance and the first parts. We ended the day with a celebratory dance.

Having to choose between a DSLR (NIKON D5200) and a mirrorless camera ( Sony A6500) was tough, since I was so used to my DSLR and it was indeed tough to come to terms with the new camera, because switching from Nikon to Sony was almost extraterrestrial to me. Nikons' setting was comparatively  easier than Sonys'. But ultimately came to the decision to use my mirror less camera and i have no regrets whatsoever, it has been a dream. I have been told on multiple occasions that auto focus is a sin but using it on my mirrorless has given me the best results.  Moving ahead from the camera, we have LED lights, with the option to control the colors ( yellow to blue or a mix of both) and the intensity of the light, this has been my best friend, at some points I have used this outdoors in the sun, to avoid shadows.  A filter hack i learned was using transparent tinted sheets on top of lights to act as a gel and this adds more effects. The software i will be using to edit...

As the month of filming and editing, to cut it short, actually making the video has approached. I am walking into this well organised and motivated to go through with it and produce something I am well satisfied with. The idea of the music video is personal to me as I have seen many family members and friends go through the same thing and I wanted to highlight it, this particular idea is not only reflecting a relationship between two significant others but can represent many different type of relationships like that between a child and parent or two friends. The idea represents saying goodbye to a toxic relationship, the idea first started with a loop of them going back but as I developed it, I came to realize that my work should reflect what I want people to do, and that is to walk out of a relationship that can harm oneself not just mentally but physically as well. Therefore once I am done, I will be writing a note on mental health and why one should value themselves

To define 'Target Audience'; it is the group of people I intend to affect with my product which in this case is Music Promotion Pack( which includes a music video, a website and a digipack). Today I will talk about the target audience I intend to effect in terms of demographic/ geographic/ psychographic Starting with Geographic: Firstly the intention is that the product reaches international scale, more towards western rather than eastern. This is due to the culture that has been presented in this video, in relation to pre martial relations and living together shown by sitting on the same bed. Secondly, by clothing which is the conventional western attire and also the language of this song is English. So places like America, Australia, UK, European etc. will be more interested in this song.  Demographic includes: age, gender, ethnicity, sexual orientation, income etc. The music video, website and Digi pack will be more appealing to the youth, in their 20's and earl...