ER: Contribution to the Pitch

I worked on the concept, cast and audience research slides for our pitch.

CONCEPT:
We want to base the video on the lyrics of the song in a conceptual way rather than following a narrative so we can create an amplified relationship between lyrics and visuals.
Throughout the song the girl is struck with the realisation that she can be independent and free from relying on men for her happiness. It starts off with a sense of despair, confusion and regret as if she is lost, possible having an identity crisis. By the end she has overcome this and a sense of inspiration replaces the previous negative emotions. The main concept of the song is about how we can't expect everyone to be the same, as everyone is completely different like "night owls" and "early birds".

CAST:
We decided to use Charlie as our female protagonist again as she worked so well in our horror piece last year. She fits well with the voice of the song, being a young, white, Biritsh female and is also easily accessible. She will stand alone as the only female to show our themes of female independence and feminism. We are using a group of boys including Dan, Ross and Will to be in the background of our video, wearing animal masks which are a generic feature of pop music videos used for a variety of meanings. For our video there are a lot of animal masks which are used for a variety of meanings. For our video there are a lot of animal references in the song and we wanted to portray men in a negative light by dehumanising them. They will all be wearing the same clothes to take away any identity so they are merged together as all being the same.

AUDIENCE RESEARCH:
Our audience feedback was useful in showing the direction within our themes that would be the most effective to take. The overall feeling was that the song is full of despair while having an inspirational feel to it. Locations and prop ideas all had a naturalistic theme to them and the female protagonist is expected to be attractive, following the star image and stereotypes of female pop stars. There was also a large sense of female rebellion about it that our audience decided was about the sense of freedom and independence.