Script: Overall, there is an evident link between the music video and the ancillary products which we have designed as part of our advanced portfolio coursework. The photographs which makes up the basis of the digipack and magazine advert are not scenes from our video, as we photographed the subjects and the background separately in order to give us as many opportunities to change things up during the editing stage.
In terms of the music video and the magazine advert, there is a clear coherence in the way that Connar, as the protagonist, is featured rather than Tom, who is playing the role of the antagonist. By not including an image of Tom, we are hoping that this will make it clearer that Connar is the main character and that Tom is not, and that Connar will be the more recognisable one within the video. In addition to this, the products both have the subject and background lit by an extremely bright light. By including this feature of our music video within our magazine advert we are able to continue the themes of fear and regret, as the high key lighting means that there are evident shadows on the characters. A third point of similtarity between the two products is the focus on the title of the song - the video features the character lip syncing the word "past", which makes the use of the title of the song on the poster more effective. However, we could have created even more coherence between these two products by featuring the two characters in a position which they are actually seen in the video, for example the last shot where Tom is seen with his hands around Connar's neck.
When considering the music video and digipack, there are a few noticable similarities which allow the potential audience to make the link. For starters, the product features an image of both of the characters from the video, making there a double chance that they will recognise at least one of the characters in one of the products. For example, the background image which runs throughout the digipack is made up of the woods seen within the music video, which we hope will be recognisable. However, there is a limitation to the effectiveness of this, as there is nothing distinctive about the woods which mean that they will be immediately recognisable to the audience. We could have made this more effective by placing something distinctive within both products, for example the name of the song scratched into one of the trees. In addition to this, there is a link between the two products in the respect that there is a variety of locations within the woods used as we shot the pictures in many different woods in order to ensure that there are distinct locations used within the video.
Most of our draft ideas for the digipack featured just the one protagonist, which we had to change fairly late on for the final product, as the feedback for our second rough cut suggested that we should feature two different characters in order to make our narrative stronger.
The combination of the digipack and the magazine advert is the most effective and easiest to spot. This is because they are both based around the same image which we have created, whereas this is not immediately recognisable from the video as it is not taken directly from it. In addition to this, they both use the same font and colouring, which is fairly distinctive in itself. We could have created coherence across all three products by including some text within the video, such as having the lyrics appearing on screen. Both of the products also contain very similar text, such as the website for the artist and record label. This information is important as a marketing tool, as both of the products are designed to catch the eye of a potential fan, with the small-print on the products being the next port of call in order to find out more about the artist.
Overall, I believe that there generally a high level of coherence within the combination of our three products, as it is clear that the three products have been designed as part of a single marketing campaign.
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