1. FINAL MAJOR PROJECT:
Promotional campaign
for a musical artist
Evaluation

2.  I started off my project with a pre-proposal and proposal where I explained the meaning and intentions behind
my current ideas. This isn't usually an area I'm good at however, I'm quite pleased with the detailed answers I
provided in my pre-proposal and Project concept as it made both documents a lot more detailed than any of my
last year's work. Before getting to a fairly detailed project concept, I had to re-write the work two times. At first,
I wasn't sure of what exactly I was aiming for and wanted to produce. However, this process slowly helped me
develop a pretty clear final idea. I also explained what the aim of my project would be and what exactly I would
be producing. Unlike my pre-proposal and my project concept, I think that I could have made my rationale a bit
more detailed as well as my evaluation. In my rationale, it would've been a good idea if I talked about last year's
video and print project as I definitely gained some basic skills throughout those projects. For example, both
projects helped me with time management and thought me different practical skills. With this, I could've
explained how I was going to use those skills in my work and what I would do to improve it.
Evaluation-Proposal

3. Carrying out a contextual research was a good way to start my project. I researched various Photographers and
graphic designers as well as anyone relevant in the media and marketing field. The first part of my contextual
research was pretty straightforward as I managed to quite easily find different talented photographers and
graphic designers that create designs and photographs similar to my liking and style which helped me gather a
lot of different ideas for the kind of style I was going for. However, when I started looking for people that work in
the media and marketing field that's when it got a bit complicated. At first, I wasn't able to find anyone in that
field that had some personal information out on the internet that I could write about or was inspiring as
I would only find people that talked about what their job was about and consists of. I mainly wanted to know a
bit more about they're mindsets and why they chose to work there. This is when I found Dan Lucey and
Bozoma Saint John. I managed to gather information surrounding they're work life as well as their beliefs and
mindset.
Evaluation-Contextual research

4. Although, most of the research I gattered on Dan Lucey wasn't that useful, his admirable mindset definitely stuck
with me all throughout production as he pointed out that when producing something you should avoid being
boring as it gets ignored and wastes the media's dollars. He also believes that "The best work connects with an
audience in a meaningful way". On the other hand, The research I gattered on Bozoma was the one that motivated
me the most out of them all. Although she is a she is a black woman working on a similar career path to what I
would like to be, the way she never fails to uplift another black woman and makes us believe that we are all able
to get to where she is at now despite our skin colour is definitely something to be admired by. Reflecting on this
now I realised that I didn't actually write much about her work and the positive impact she has in the female
society especially towards black women which is definitely something I should've done.
Evaluation-Contextual research

5.  Research is one of the largest PowerPoints I carried out. This consists of topic research, audience research
existing product research and product research which was very useful as I looked at the in-depth meaning of
my topic and what it consist of as well as looking at what my target audience would or wouldn't be into. I also
looked at different Album trailers and promotional posters. This process helped me the most; especially looking
at existing album trailers. The first trailer I looked at called "The Hype" was a very unique trailer with no songs
or words and Selena Gomez's trailer was structured like any other album trailer. Although both videos were
completely different, it ended up giving me so many ideas for my own trailer.
 Audience research included a survey for my billboard poster. I am quite happy with the way this survey turned
out as I received a lot more feedback than I expected. I then kept the feedback into consideration and made
sure to apply it on my billboard poster. However, the most challenging part of my general research was topic
research as promotional campaign is quite a large topic. I tried to research most of the important and relevant
elements in this topic, however, once I started finding more and more information, I found it quite hard to put it
together and in a way contextualise it which led me to spend most of my time mainly focusing on topic
research.
Evaluation-Research

6.  During problem solving I addressed all the potential issues I could be facing during this project. Practical,
technical and theoretical problems as well as some experiments. Although this was a shorter and easier
PowerPoint, it was equally as important as all the others. If I didn’t carry out this PowerPoint I wouldn't have
known exactly what to do during production week when I ended up experiencing a power cut for a couple of
hours. I saved all my work every few minutes before hand, so it did not affect my project.
 The area that helped me the most was experiments, I worked around a free editing software called Gimp and as
you can see on my final poster, there ended being a lot of similarities between the basic poster I created and my
final design. I can definitely say that carrying out these experiments ended up speeding up the production
process and making it a lot easier. I was also planning on experimenting with a camera however, due to the
covid-19 restrictions, at that time we weren't allowed to go to college, so I wasn't able to book a camera. This
ended up not being a huge issue as I carried out my camera experiments during production week and
talked about it in my production vlog.
Evaluation- Problem solving

7. After research, planning was another big PowerPoint to carry out .This is where I created a shot list, went to look at
different locations, looked at different editing and camera techniques etc... as well as planning out my Promotional
and billboard poster.
This planning process was really useful, especially creating a shot list. Although not everything went to plan and I
did end up changing most of the scenes when editing, having a basic idea of what happens in each scene made
production so much easier. Another useful parts of my planning were the poster layouts I created for my
promotional poster and my billboard poster. This gave me a clear idea of where everything should be on the poster,
saving me a lot of time during production. You can tell that it was quite useful as in the end both posters came out
the way I planned out. However, one thing I didn't really find that useful was planning the fonts I was going to use
for my promotional and billboard poster as I ended up not even using half of my ideas during the editing process.
At first I took it into consideration however, once I was finding new fonts on the spot I didn’t really pay attention to
what I originally planned out.
Evaluation-Planning

8.  My promotional poster was mainly inspired by Saweetie's poster and also Little mix's
"glory days" poster. Although both designs are different there are still some clear
similarities. One of them being the colour scheme. Both posters follow a set of colours
being pink and purple with some extra red on Saweetie's poster and white on my
poster. This colour scheme similarity was actually unintentional as I just liked the
purple and pink combination and didn't realise that Saweetie used the same colours.
Another similarity is the layout of the artist's pictures on each poster. As you can see
on both posters there's a main image in the middle followed by two extra images on
each side that are colour graded. This made both side images blend in with the
background leading the middle one to stand out. Of course, the professional one is a
lot better, but I still like the way mine turned out. However, there's one thing that I
don't like at all on my poster and that is the "Hope Joanne" text. I don't know if it’s
the font I used or where it's situated but I feel like it doesn't fit in with the whole
poster. Although I planned everything out including the font for this text, it ended up
not looking as I expected. I changed the font a few times but wasn't able to find the
right one which then led me to use the one I thought looked the most appropriate.
Production- Poster 1

9.  Similar to my promotional poster, there's my Album cover. This was the easiest design out of them all as I just
wanted to stay in the purple theme and just change the artist's picture. In general, the album cover is similar to
the main poster and it only includes the album title and the name of the artist. There's not much I can say about
this design as I am quite happy with the way it turned out.
Production- Poster 2
Name of the artist
Main image
Album title
My product Existing product

10.  Unlike my promotional poster, this poster is a lot more original as I wasn't
really inspired by any other style or design. This poster turned out better
than I thought. My aim was to keep the billboard poster simple as that is
what my target audience preferred which is what I ended up doing. However,
it did take me a lot of draft designs before this final poster as the most
challenging part was finding the right colour scheme. At first I wanted the
background colour to be similar if not the same as my promotional poster but
then I felt like everything being excacly the same wasn't that original or eye
catching. However, I still wanted to stay in the purple theme which is why I
instead went for a darker purple that fades out to white. Another challenge
was finding the right font. When planning for this poster I said that I was
going to go for the "Skater" or "Black lives" font bearing in mind that on a
billboard, children in cars only have a few seconds to read what I've put on
my poster. This realisation led to the skater font not being suitable for this
poster and the black lives just wasn’t visually appealing.
Production- Poster 3

11.  Aesthetic Qualities
My trailer was by far the most enjoyable area to film and edit.It's the work I'm the
proudest of. However, it is by no means perfect as it has both its strengths and
weaknesses. One thing I really like about the video is the clear switch of atmosphere
that is seen in the middle of the video.Due to the park being close to my house, I made
sure to only film the dance scenes when its sunny or bright outside and then shot the
bedroom scene at night towards 10-11pm so that the room would be pitch black if I
turned the light off then turned my led lights on. The use of wide and medium
shots throughout the video is also something I'm happy about as we not only get to see
the dance moves she's doing but also her facial expression while she's doing it. A
negative however is the transition I tried to do at the beginning. I did the transition
right, I just shoudn't have used a black notebook containing white pages.At first I
didn't think that this would be an issue as no one really pointed it out however, as I
kept on re-watching the video I just felt like it didn’t look right.
Evaluation-Album trailer

12.  Technical qualities
On the technical side of my video everything went pretty well. I was already quite
happy with the footage I gathered so going through the editing process just made
the whole video a lot better. One main positive during this editing process was
the on-beat cuts as I made sure to cut every footage to the beat of the music. At
first, in my draft video, you could see that I didn't really pay that much attention
to making sure every footage appeared on the beat until this got pointed out and
I got advised to make the footages more on the beat as it makes the video a lot
more entertaining. A downside of this trailer was my voice-over. I felt like I didn't
sound as loud and enthusiastic as I wanted it to be. At the beginning of the video
the voice-over came on very strong and loud however, once the music got
louder, I felt like the voice over just wasn't loud enough. During the editing
process I tried to edit the audio by making it louder, but it could only do that
much.
Evaluation-Album trailer

13.  Compared to the first music video I created last year; the outcome of this trailer
came out pretty well.
Evaluation-Video comparisson
When shooting this music video, I didn’t really know how
important it was to keep the subject at the center of the screen
as in a lot of the shots the top part of the subject was cut off.
Looking back at it now, I think that that was one of the main
elements that ended up making the video look quite messy.
Because of this, when shooting the different scenes, I
made sure to keep the subject at the center of the
screen at all times when needed.
This small but significant change made my whole video a
lot more put together and visually pleasing

14. Evaluation-Video
Now after watching different tutorials, videos on camera
movement and footwork tips as well as carrying out some
experiments, I managed to successfully find different ways to
stabilise the camera without any professional equipment.
This altogether made a huge difference throughout the video as
it now looks a lot clearer.
Another massive change that is clearly noticeable when looking at
both videos are the camera movements, the quality and the lighting.
To shoot this music video I used my phone, so it isn't surprising to see
that the album trailer has much better lighting as well as camera
quality. However, at the time, one thing I didn't keep into
consideration was to try and stabilise my phone as most of the shots
were very shaky
The only parts where I purposely made the camera footage shaky was
towards the end of the video and in some parts of the dance scenes.
During the dance scenes I followed the Artists' hand movements as my
intention was to make it seem as if the viewers were there in that
moment.

15. Time management was a huge part of my FMP as I had to make sure to stay on track for each PowerPoint. If
my time management was bad and I spend most of my time procrastinating, I know that I wouldn't have given this
project my full potential and would have ended up rushing most of my work to try and catch up.I can't say that I
managed my time perfectly and was on track for every single PowerPoint throughout this whole project. However, I
still think that I manged my time pretty well as I still finished all the powerpoints and even had time to make
improvements. At first I started the project during lockdown which meant that I was doing all my work at home
while following online lessons. This was somewhat challenging as I was faced with a lot of distractions leading me
to procrastinate quite a bit. However, once I got used to this new routine, it didn't become that much of an issue as
I would always make sure to finish my work before the start of the next task.
Evaluation-Time Management

16.  Feedback 1- Tegan
 What went well?
I think the transitions throughout the video went really well and how the music links to the title of the album.
I like how there's a constant colour theme within the posters and they all link well together.
 What didn’t go so well/ improvements?
I think theres not really anything bad but I think there is one improvement which you could've possibly done,
which would have been to warn your audience that it contains flashing images as some people can't look at
flashing images. But overall I think it’s a good piece of work
Feedback

17.  Feedback 2- Jess
 What went well and what could be better?
When I viewed the trailer video earlier this morning (13/05/2021) I was really impressed with the video as it was well co-
ordinated within the music trailer. I especially like the sections where you created like a shadow of the action its really effective
and you made great use of it in your video. After looking at your posters they work really well and stand out, I however think
that because you have used the same colour pallet through all of them and including your background it doesn’t make them
stand out against each other, my suggestion for that would be to create a poster or background image that is a opposite pallet
to what you have so instead of pink and purple have a poster or background that is red and orange or blue and green
something that’s not pink or purple so that your products don’t dissolve into the page and doesn’t look like the rest of the page
or products. You have done really good work so far keep it up, my best advice is to make sure you look at colour pallets
especially when your going a little overboard with pink and purple. I do like the video a lot though.
Feedback

18.  Feedback 3- Ana
 What went well?
First of all, I loved the purple theme you chose.It was great that the Album cover looked simple, but classy and at
the same time very cute which kinda gave off Hope's image.As for the trailer video, I loved your editing, and the
quality was great. I also loved the switch of moods as it was very surprising and a good twist on the video.
 Any improvements?
There's not much I can say for this one however, maybe you could've added the purple theme you were going for
in the trailer video instead of only showing it towards the end during the bedroom scene.
Feedback
 Feedback 4- My Mother
 What went well?
Fantastic video with outstanding visuals and amazing change in atmosphere to portray the mood swing.
 Any improvements?
In the future,consider presenting your final video to family/friends for minor recommendations such as
improvement on the tone of your voice-over as it was quite soft leading it to sound not that enthusiastic

19.  Feedback 5- Uncle Eric
 What went well and what could be better?
I find the promo video of good quality. However, as with anything it can be improved. I am not a marketing
expert, but I was wondering if the title of different songs could've been added to the content.
Feedback

20.  Feedback 6- Target audience
To receive some feedback from my target audience I
send my work to my sister's classmates.I am aware that
this isn't a very effective way for me to receive useful
feedback and was already expecting them to react the
way they did. They all said that it was really good and
that it didn't need any improvements. However, because
this is the type of audience I am trying to attract, I still
feel like it was important for me to receive their
opinions. I will also be presenting it online on different
social media platforms so hopefully, this isnt the only
feedback I will be receiving from my target audience.
Feedback