We uploaded our footage onto the final cut server system which enabled us to edit our footage (3h 34min) from any computer in our school. We at least spend 26 hours over the 4 weeks we had been given to edit our pop-video. I probably spend over 7 hours working on our footage and tried to make it as sharp and edgy as possible.We used Final Cut Pro to edit our footage. Final Cut Pro is a professional editing software that is used in companies such as 20th Century Fox or accomplished directors like the Coen Brothers. We first logged all our shots which made it easier for us and enabled us to work very precisely and organized. Then we dragged our shots onto the timeline and manipulated shot length and order. After our fine cut was finished we used Adobe After Effects to colour correct our footage. We did this to create some sort of continuity editing.
We stacked very much to our storyboard in terms
of shot order. This gave us the opportunity to work fast and efficiently. After we had the complet cut following the story board we added extra shots that made the video more fast and quirky.When we finished this we had our rough cut. We watched it several times and went over the meanings we were trying to portrait. We decided what did and what did not work and than made appropriate changes.
After we made all these we finally came to our fine cut. We found that we had big improvements and were able to give our pop-video a certain flow through the use of precise editing. WE sometimes just cut one or two frames out however these changes made a big difference.Our song was about a girl that tried to entertain herself and to make her self happy. We decided that she would perform and watch herself perform the audience however would not know that it it her watching herself on a screen this would be revealed later at the end of the pop video. Kuleshov says that 70% of the meanings are portrayed visually so we thought about how we can convey those meaning through the use of the composition rules.
One composition rule is that left to right
tracking stand for the protagonist. This is because we read from left to right so our eye is used to that kind of motion. When something is placed on the right side of the frame it is associated with the antagonist or some sort of unusualness. We use this to subvert the conventional expectation of a pop-star and to make it clear that it is not a normal pop video. We also let her crawl from the right to the left side of the frame this makes her more interesting and edgy.We also use different shot types to introduce our artist. For example we out focus on the physicality of our artist through the use of tight close up of her hips etc.
Different meanings are portrayed through different colours. Use a light
blue as our background which normally stands for peaceful, quite, introverted. This however is completely the opposite of what were trying to achieve. This is the beginning of the song where we start quite and aclm and that transform into a completely different mood. This is also shown through the use of colour because the room gets painted in red (outgoing, physical, active), yellow (quick, alert mind, sunny/bright ideas), Purple (creative, spiritual), etc. This is how we use colour to convey meaning.
We also apply the rule of thirds in our pop-video in this shot our artist is on the second hotspot and the end of the opened door on the first hot spot.In this shot we heighten the importance of “whats is in the next room” by putting the opend door on the first hot spot. Our artist is still on of the key elements of the frame but not ne main focus in this shot. The shot creats a mysterious atmosphere and raises philosophical questions such as “Where are we?” and “Why are we here?”
We also used different editing techniques to convey meaning and to manipulate the feeling of time, space etc. Most film use continuity editing. This editing style aims at making cut less obvious and nearly invisible. However we are using discontinuity in order to explore the artificial world our artist is in. Through the use of jump cuts and dress changes between cuts continuity is broken and therefore time and realism are ignored.
We also cut tightly to the beat in order to create a certain flow however in some parts we deliberately decided to subvert this convention (raised by Negus). We did that because we wanted to create an extraordinary piece of work that goes against the norms. Barthes would describe that as juissance. An audience gains juissance through subverting the conventions and plaisir when these conventions are imitated.
We also sometime decided to hold shots longer on certain events. This was done because we wanted to heighten the importance of these aspects. Normally shots in pop-videos are 2-3 seconds long we sometimes held them for 4 seconds or longer which made the difference.









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