After conducting both our primary and secondary research into the target audience we realised that the best way to access our market would be through something a bit more artistic and possibly directed towards the concept side rather than a narrative. However, we did not dismiss the narrative entirely, as we incorporated short clips of narrative. Also, we decided to try and incorporate the performance element through dancers and the lead singer through the lyrics.
Our main concepts in the video are freedom and lost love, showing the two sides of a failed relationship. We interpreted the song that the man is unhappy about the break up of the relationship, whereas the woman has finally gained her freedom.
We planned to show these concepts in several ways; a baby mobile, a horse, the dance itself, the location, the day we choose to film on, the burning of some letters, the crushing of a rose and getting rid of a ring. The baby mobile is intended to represent his hopes and dreams. The reason we have chosen to incorporate a mobile phone is that the market research from our questionnaire indicated that the twinkling noise in the background reminded the audience of the sound you hear when you wind up a baby mobile. A considered the possibility of starting the video with the front man winding up a baby mobile.
We wanted to try and convey the woman through the horse. A horse is known as a beautiful and gracious creature much like a woman Firstly we planned on showing the horse tethered, symbolising the restrictions the man has put on her. The horse running free symbolises her newfound freedom.
The dance will symbolize the relationship itself. To begin with the dancers will be synchronised, then part way through the song the dancers will start to dance more of a duet and then eventually start to dance in cannon. This symbolizes the break down of the relationship that is described in the video.
The locations we have chosen are mainly outdoors, representing the new found freedom. The barn (where we filmed the dance), shows both the outside pressures and the feeling of being trapped in the relationship.
We hope to film the singing scenes on a miserable day to try and convey his emotions of hurt and anguish. Also, on the days we film the horse, we want quite a bright day to symbolize her hope and newfound independence.
The burning of the letters is to show the deliberate cutting of all ties with the relationship. We have chosen letters because it gives a connection to one of the iconic love films ‘The Notebook’, where the letters play a significant part.
Similarly the getting rid of the ring shows not only how serious they were about severing all ties. Roses are obviously symbolic of love and the crushing of a rose shows the destruction of their love.
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