In some ways, our music video both conforms to and challenges against the conventions of other media products. Electronic music is commonly associated with cold colours and technology, features which we have used in abundance in our videos by using blue and green lighting and including technological products such as ipods, laptops and mobile phones. By adding a quirky, comical atmosphere using a puppet as our main actor and having moving figures, we have broken away from the traditionally serious themes surrounding Daft Punk's videos and electronic genre videos in general. We have included some intertextual features in our video which is a similar style to Daft Punk's videos by including Deadmau5 figurines, another electronic artist, alongside the Daft Punk figures to represent the 'happy family' that electronic music is. By including Deadmau5 in our video we are also widening our target audience to a consumer slightly older and more into live DJ electronic music. Also, due to the fact that both Deadmau5 and Daft Punk choose not to reveal their identities, we thought it was fitting to have them both together. Our use of a puppet instead of a real actor was a good choice as it add to the comic effect and it also made acting easier, as a puppet has very few facial features that can be easily manipulated with a flick of the write (literally). It also, surprisingly, conforms to Daft Punk's other videos (for example, 'Technologic') as they too used puppets and robots and tended to stay away from real actors (when they did use real actors, they weren't singing).
Our digipak and our magazine advert we tried to keep in style with existing albums and adverts by analysing the originals closely and picking out elements we could use, for example the logo on a screen, the retro laptop and the cold colours are all elements that correspond to existing Daft Punk products. Like all adverts, the cover from the digipak was used on the front, this is so that the consumer already knows the image of the album they wish to buy so they can recognize it in the shops. We decided to alter the colours of the text to a yellow-green, this is so that the information stands out more on the advert which will attract the attention of the consumer. The colour of the background on our advert is continued on from the image of the cover see at the top. We decided to use the bordered style of advert as they are mostly reserved for non-mainstream bands, it also looks more retro and ties in with the retro laptop at the top.
We are all very proud of our final products and our consumer feedback shows us that they enjoyed it as well. We think that all of the elements we used were effective but we could have managed our time a bit better. Having counted up the amount of hours spent filming, we concluded that the filming only too about 24 hours. Had we been better prepared, we could have had our filming done a long time ago instead of all this hassle with timings. It would also mean we could have spent more time in designing the digipak and making our images for it. Due to the fact that we were quickly running out of time, we couldn't make our own imaged as orginally planned and we instead ended up using images from google to outline what we wanted. I think that the Digipak could have looked much better (especially the inserts) if we had time to create our own images. I think perhaps the font used on the magazine advert could also have been in 'game over' so that it actually matches the digipak cover. Other than the fact that we could perhaps have managed our time a little better and actually stuck to the timetable we had first set out, I'm very pleased with the final product and it does look quite professional with all the interesting editing and the amazing video effects. I think we have achieved what we set out to do, to create a drug-fueled fantasy video in which the impossible becomes possible and the strange becomes wonderful.
- Jess Hitch
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