A2 Media amended pitch

1. PITCH Spectrum- Florence and
the Machine.

2. VIDEO CHOICE
We decided to choose Spectrum by Florence and the Machine as our
music video. We decided upon this, as the three of us all enjoyed the
song and believed we could be creative with our visuals within the
narrative as the lyrics enable us to do this. We feel as though we can
work with the conventions and adhere to the conventions of an indie,
pop video effectively which encouraged us to chose this particular
video. The artist we have chosen is popular and easily recognisable.
https://www.youtube.com/watch?v=iC-_lVzdiFE

3. OVERALL VISION
Our overall vision for our music video is about a woman who has found out
her boyfriend is having an affair after seeing him in a bar with another
woman. They have a massive argument and the woman gets drunk and runs
away from their home in a fit of anger. On her journey through the woods
she is joined by a spectrum of colours, who will be played by people. These
colours are used to represent the mind of a drunk person as each of these
colours will be revealed to have been there as everyday people when the
woman discovered the affair. The video will be shown through the use of
cross cutting and tracking as the woman and the colours walk through the
woods. At the end of the video we see who the boyfriend was having an
affair with and we see the woman jump off a cliff in depression. The end of
the video is very hectic to portray the end of her life being a mess before
she dies. Overall, we plan to make a upbeat video with more serious and
dark undertones to represent the drunken mind and how it masks
depression.

4. WHY DID WE CHOOSE THIS IDEA?
The concept of depression ending in a suicide was chosen for this
video in order to emphasise the impact that this mental health issue
has for anyone experiencing it. We wanted to show how the person
experiencing this feels constant darkness which we will shown
through the dark colours at the beginning. Furthermore, people who
are victims of depression may attempt to cover these dark emotions
by acting happy, hence the bright and colourful atmosphere created
by the colours of the actors’ clothing in the forest.
We will attempt to show that the person experiencing this mental
health issues believes that the only way to escape this disease is to
commit suicide, so again, bright colours will be used to create this
happy emotion.

5. BRAND IMAGE
The brand image is a set of beliefs held about a specific brand by the audience.
Our brand image will be one that is:
Quirky
Unique
Naturalistic
However, we will featured a dark undertone making our artist appear confident
but insecure. She will have a bold and memorable style of clothing in order to
make her stand out within the video.
We will show our brand image throughout our video by filming in a forest,
showing her naturalistic style and make her stand out from the trees by making
her costume white.
The video will be unique and quirky, creating a brand image similar to that of the
artist of the song we are using. We will show her unique style by having her stand
alone from other actors in the video, creating an individual feel to the artist.

6. LOCATIONS
We are going to use a varied amount of locations. Our main location will be
in the woods with a long path that allows us to film a long tracking shot of
the woman and the colours walking through the woods. The woods also
represent isolation and loneliness as there is hardly anything around. This
portrays the way the woman is feeling We will also use a bar or a pub to film
the affair scene in, a hill that we will manipulate to look like the cliff the
woman throws herself off, a house to film the argument scene in and a car
to film more of the argument in. These locations help to build the storyline
of the video, however they will be shown discontinuously to confuse the
storyline, representing the woman's drunken state.

7. PROPS AND COSTUMES
Woman- Dressed all in white to
show her innocence in the whole
ordeal
Boyfriend- Dressed in black
clothing to show he is the villain of
the music video.
Red clothing- This will be worn by
the other woman to shown her
provocative nature.
Orange clothing
Yellow clothing
Green clothing
Light and dark blue clothing
Pink clothing
Purple clothing
Grey clothing
Coloured light costume for the
• Alcohol bottle
• Mobile Phone
• Drone

8. THEMES
The themes of our music video are about adultery
and depression after the woman finds out about the
affair her boyfriend is having. Addiction will also be
shown within the video as we see the woman
drinking and become very drunk and reckless
causing her to begin hallucinating and seeing the
colours. These are very mature themes for a music
video meaning it will appeal to an older target
audience.

9. GENRE CONVENTIONS
Florence and the Machine are considered an indie rock band. However, their
videos are more professional and therefore don’t adhere to the indie pop
genre overall. Their videos contain a lot of dance routines and bright colours
which is typically associated with the pop genre.
For the genre of indie pop to be recognisable, we will include the typical
conventions seen within her videos:
Dance routine
A narrative
Costume changes
Close ups
Black and white
Occasionally a more unprofessional look.

10. TECHNICAL CONVENTIONS
Cinematography:
High angles- To show the girls vulnerability
Low angles on the artist
Close ups of the main individual
Long shots of dance routines
Sound:
Song in the background with miming in certain parts, non- diegetic at the end of the
narrative.
Editing:
Cuts on the beat
Short takes as the song is upbeat
Long takes whilst the woman is walking to show her vulnerability.
Mise-en-scene:
Woman is wearing white
Light costume for instrumental dancers.
Individuals dressed alongside their particular colour within the narrative.

11. HOW WILL YOU APPEAL TO THE
TARGET AUDIENCE?The target audience of our video are 15-20 year olds who are mostly female and
enjoy the pop and indie genre.
We will appeal to them by having a individual female lead and use a song that
transcends both the pop and indie genre.
This age range of people may be suffering with stress and experience similar
problems to the ones featured in our video, making it more relatable and
impactful to our target audience.