0% Angel By Ivy Studios
Q#1: How do your products represent social groups or issues?
Mr. Kitty's "0% Angel," the song we chose for our music video, is about how heartbreak can drive a person to their lowest point and force them to act in ways they normally wouldn't. The social group environment we chose for our products is between late adolescence and early adulthood. To that end, one of the issues we discussed was depression brought on by heartbreak. This is symbolized throughout the video and also at the end when the actor's heart is shown bleeding, which is meant to represent how heartbreak feels. Furthermore, we highlight how, despite being portrayed as "strong," "masculine," and "nonchalant," even men struggle to understand their feelings, and how betrayal, heartbreak, and disappointment can consume them from the inside out. Throughout the video, our actor is shown in a constant state of sadness, but when we zoom in on his memories, he is shown happy, euphoric, and at peace with his lover. To bring our concept to life, we used various types of lighting in each scene from start to finish. When he's alone, the light dims and he's surrounded by a sad aura. When we enter his memories of his lover, the light changes to a dream-like effect, illustrating how at ease, calm, and tranquil he felt with her. Our product also leaves a positive impression on people who are going through similar experiences, letting them know that there is always help available and that they are not alone.
Q#2: How do the elements of your production work together to create a sense of branding?
We had several options for developing a sense of branding. Internal and external variables were both present throughout the process.
The interior elements revolve around camera angles, editing, stances, and color scheme, all of which are combined to give us a sense of branding. This was accomplished by using a unique yet consistent color scheme throughout our product, as well as conventions to maintain the overall appearance. The beginning, for example, used a mix of red and blue hues, while the forest used a filter-like green shade and the memories used a dreamy pink shade. Moving on, we added a thrilling element to it and created an unusual atmosphere for it, drawing inspiration from Mr. Kitty's album cover. Our team worked hard to give it a distinct identity and recognition, something that clearly communicates our vision and distinguishes it from other forms of media.
In terms of external variables, we used our social media pages to promote our music video, releasing teasers and snippets and publishing a large number of photographs prior to the release of our finished product. This helped us gain attention and a large number of eager responses in anticipation of the video. We kept our red theme throughout our campaign to match our final cut. Our product sparked a lot of interest on social media, which assisted us in establishing the identity of our project and its creation.
Q#3: How do your products engage with the audience?
Although there is no specific age range for our product's target market, we highlighted how heartbreak can lead to depression. Our product was designed for late teens and young adults. It was intended to capture the spirit of bittersweet love and appeal to a "relatable audience" as well as young people. Regarding the psychographic and demographic component, it does not impose any specific restrictions or requirements on our audience, despite depicting how a guy can go through several stages of mourning following a traumatic breakup or depression problems. Although everyone has had negative experiences with love at some point in their lives, the concept of heartbreak cannot be generalized. Furthermore, the conventions of our product stand out as an aesthetically pleasing video. We used a variety of lighting to illustrate a plot and keep the audience interested. We used a suspenseful build-up and a scene in which the character's heart bled as a metaphor for how heartbreak can result in various forms of distress. To keep the viewer's interest, the color scheme was chosen to be eye-catching while not being too light or bright. We used Stuart Hall's concept of "Audience Reception" to serve a variety of audiences. Our social media presence was crucial in keeping our audience interested. It also kept them on the edge of their seats as we built anticipation for our product's release.
Q#4: How did your research form your products and the way they use or challenge conventions?
For our project, we were inspired by a variety of social networking sites as well as Mr. Kitty's appearance. We wanted to keep our aesthetics theme dark and understated. We had to make sure that the results of all of our research added up to avoid having an overwhelming or underwhelming project. We watched a variety of clips and music videos to understand the subject matter of our music video, which falls within the alternative/indie genre. The color grading system we used at the beginning of the video was inspired by The Weeknd's song "Blinding Lights," which features the color themes of red and orange. We were inspired by Mr. Kitty's album cover, which features him holding a skeleton against a crimson background, for our digipak. We used a variety of editing techniques to achieve the desired gloomy look. We also used several font types to provide a sense of coherence while maintaining the vibe of our music video.
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