1. Pitch Outline of concept
I will be creating a music video to the song Something To Believe In by Young The Giant. This will be in the style of a shadow play, using shadows to convey a story within the lyrics of the song. This will include live action and puppets.
Test shots
Run Time
Since the song is 3 minutes and 50 seconds long, I wanted to add an extra 10 seconds so that It gave me some time to wrap up the story properly and to give me some extra editing space.

2. Target Audience
Gender: Male and Female Age: Geodemographic: North of the UK, Yorkshire, Scotland Psychographics: Explorers, Strugglers, reformers Liked Brands & Stores: Top Shop, Urban Outfitters, IPod, IPhone, Vans, Converse, Doctor Martine's, H&M and ASOS. Social Grade: DE, C2 Race: Mainly White British but also Black British and Indian. Sexuality: Heterosexual, Homosexual and Bisexual To help me with my audience research I decided to research the audience of Indie Rock music since I am doing a music video for an Indie Rock band.

3. Focus Group Results
I first made each candidate listen to the song that I was going to use ( Something To Believe In by Young The Giant) and asked the following questions.
What images come to mind when you listen to the song? How does it make you feel?
What do you think of the lyrics, are there any images that you would relate to any of them?
These were their answers:

4. Focus Group Results Continued
I then read them my project concept and asked them the following questions:
What do you like about the idea ?
Is there anything you would change? If so what is it ?
Do you think my music video would keep people engaged ?

5. Inspiration
Drew Tyndell Drew Tyndell created the original music video for something to believe in by Young the Giant. I decided to pick him as my practitioner because I was inspired by his style of artwork within his music videos. He creates looping animations which he paints frame by frame using final Cut, this is called rotoscoping. He also creates the silhouettes of the band members singing along to the song, I want to incorporate this into my music video but instead use shadow instead of drawing over live action images. He also creates imagery using his looping images, I wanted to do this but also make the images into a story based on the lyrics in the song.

6. Key conclusions from research
Audience research
My audience research helped me understand my audience better and to get a rough idea of who I am aiming my music video at. For example from looking at my focus group results about my song choice, people thought that a performance based video would go well with it. So I have decided to include more performance based images into by music video such as the singer singing into a microphone along to the beat of the song.
From looking at the results regarding my idea, people said that they really liked the idea and thought that it was unusual to see a student produce this sort of music video. They also said that they really liked the pairing of the song and the idea itself but said that the choreography will need to be thought out well in order for it to look good. 

7. Key Conclusions from research continued
From looking at Drew Tyndell’s work, It gave me some ideas of how I want my product to look like. For example when looking at his music video for the band General Elektriks, It gave me the inspiration to add colour to my shadow play and I wanted my editing between shots to be as smooth as his editing work in this video.
From looking at many lighting demonstrations on YouTube, it showed me how to light my set properly and how to create crisp shadows. For example I looked at a lighting demonstration video by Jason Lanier on YouTube. He demonstrated how to position your actor in order to cast a crisp shadow and how using different surfaces to project on can change the overall background of your shot, for example he used a Japanese screen.

8. Key Conclusions from research continued
By conducting my test shots, it gave me a clearer idea of the types of problems I will face during filming. From conducting my test shots, I discovered that I wont be able to place my puppets directly on the sheet as they would catch. To avoid this I tried to hold the puppets at an angle and it worked. I also found that if I overlapped the light filters, it would create a sun set looking background.

9. Key filming dates

10. Key filming dates Continued