Pitch

Description of Performance: Initially we had planned to have the artist miming within various scenes and blend these shots into the locations of the narrative. However, we decided that this would be too much like the existing video of ‘We Found Love’, where Rihanna is seen in a series of shots entwined within the narrative. The video will features a number of shots that establishes the turbulent relationship of the couple. This will be achieved through dramatic acting which is a performance in itself. The reasons we chose to go for this style of performance was largely based on the existing research we undertook, especially the style in which Calvin Harris mimes in the narrative of many of his videos. I feel it will add an artistic and subtle edge to the video and will not blur the message of the song.

Description of Story: 

The lyrics of the song are mainly based around the words “we found love in a hopeless place” so we thought it best to create a story that conveys the idea of finding love despite being in a dark and hopeless place. To do this we decide to portray a young couple who have a troubled relationship which develops further throughout the video until they final embrace to show they’re feelings for each other. We want to depict this in a very subtle and artistic way in order to keep the audience interested and let them engage with the story. The reason we have chosen to do this is because our audience research showed that a key feature in a music video  people expected  was a storyline that conveys a message but also makes you feel good when you see and listen to the video and also something which attaches meaning to the lyrics.  

Description of Locations: The locations we're going to use in our video are derelict places, places we have in mind are, an abandoned factory, empty roads and an urban road underpass to portray that clearly show two people coming together in hopeless places, this will also add into the portraying of a message that we got from our audience research and also represent visual aspects which are emotive.

Description of Characters and Costumes: The style in this video will depict that of the urban, contemporary style that is evident in many of Calvin Harris’ videos. This style will fit in with the age range of between 17 – 20 years, much like the characters in the video and the audience viewing the video. The two main characters in the video will have to convey a look that is fashionable because our audience research found that people are often influenced by the fashion they see in music videos . We also found out from our video research that Calvin Harris’ previous videos feature characters in the same light, would are fashionable, including Harris himself.   

Audience Research: Survey Results

Survey Results

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Audience Research: Interviews

Audience Interviews

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The Prodigy Advertisement

This is an example of an album release advert for The Prodigy’s Invaders Must Die album. The advertisement features the same black and white image that is featured on the front cover of the album so it is easily recognisable in stores. This differs from the style of image that is used on the Calvin Harris and Tinie Tempah advertisements as well as the rest of the dance genre. The same jagged hand-written style font has been used on the advert as well as the album cover. This is a style that has been carried on throughout The Prodigy’s albums and advertisements. Much like the Calvin Harris advert only three colours have been incorporated into the advertisement. These colours are black, white and orange.  The advert gives the basic details of when the album is going to be released. It also adds the Prodigy web address for fans to view. The HMV logo has also been featured to make the audience aware of a reputable retailer that sells the album.

Tinie Tempah Advertisement

This is an example of an album release advert for Tinie Tempah’s Disc-overy album. The advertisement features a similar image that is featured on the front cover of the album so it is easily recognisable in stores. Much like Calvin Harris’s album advertisement a portrait style image of the artist from the shoulders up has been used. This is a popular image choice among the dance genre. The same bold white style font has been used on the advert as well as the album cover. This is a style that has been carried on throughout Tinie Tempah’s albums and advertisements. Unlike the Calvin Harris advert, more colours have been incorporated into the advertisement due to the colour photograph.  The advert gives the basic details of when the album is going to be released. It also adds that the album features a popular single that is already in the charts. This information has been included so the audience can associate a familiar song with the album itself.

Calvin Harris Advertisement

This is an example of an album release advert for Calvin Harris’s I Created Disco album. The advertisement features the same image that is featured on the front cover of the album so it is easily recognisable in stores. The same futuristic style font has been used on the advert as well as the album cover. This is a style that has been carried on throughout Calvin Harris’s albums and advertisements. The advert gives the basic details of when the album is going to be released. It also adds that the album features a popular single that is already in the charts. This information has been included so the audience can associate a familiar song with the album itself. The Amazon website address has been featured on the advert to let the audience know where the album is available. Record company logos are also featured on the advertisement.       

Example "Playing in the Shadows"

This is Example’s second album, Playing in the Shadow. The front cover is similar to the two previous Calvin Harris albums. A black and white photograph has been used again with a dark shadow cast over one side of Example’s face. This could have been used to suggest that he has a split personality. This also ties in with the album title, Playing in the Shadows. His name is featured in a bold, yellow text and the album title is in a white font. The style echoes that of Calvin Harris’s albums, featuring only a photograph or image of a head. The album cover also features a parental advisory label. The overall mise en scene of the album cover fits the dance genre.