Treatment for the new idea

Timeline 

Yesterday I created a timeline for our new idea. I marked every cut on the timeline and described in detail what we are thinking of shot wise.  

The song is a bit to long for a music video so we decided to cut the last minute of it, so now it lasts 3 minutes and fifteen seconds. 

In the first minute there is an keyboard and guitar intro. For the first thirty seconds we want to have establishing (drone) shots of the surrounding area of the mental hospital (woods) and then aerial shot of the hospital building (Peaslake house).

For the next twenty seconds we would like to introduce our mad character (Andy) being escorted to his padded cell in his patient coat. It is a fast paced part of the song so we wanted to have fast/jumping cuts between the character's crazy behaviour and him being escorted to the padded room. 

Subsequently we would like to introduce the female (therapist) character, who would observe the patient's behaviour through CCTV cameras that are set in his cell. 

At this point the lyrics starts, where we were thinking to present our band playing in the studio 

(the singer, keyboard and guitar player). 

From 01:21 to 01:38 we wanted to shot Andy doing his crazy things and looking at the CCTV cameras from time to time. We want to indicate that he is looking at the therapist and doing the mad stuff especially for her like he want to impress her. 

Later on we would use fast cuts between the band playing in the studio and the girl in the viewing platform looking on Andy through monitors. In this part we want to show that the lady is being charmed by Andy's actions - she smiles to herself, writing positive aspects of his behaviour etc. 

Subsequently we would like to show the therapist and Andy together. 

Straight after that there would be shots of the studio and the band playing. 

At the end of the song we would like to have the CCTV fats cuts of Andy's behaviour and two characters together - to finish with a 'happy ending' 

New Idea! 

Teddy recently came up with a concept for our new idea as we don't think we were going far with the 'Alice in Wonderland' style project.

The music video would take place in a padded room that are common in psychiatric hospitals. 

We would have one character in this room, wearing a special white coat. 

We would have another character - female that would be the patient's therapist. 

The video would cut between the male character in a padded cell walking around, jumping, hitting the walls and lying crouched on the floor with the same character lip sync to the song with the patient with his therapist during the session. But the male character is falling in love with the female character and he is singing about this obsession. 

Star image promoted across the the campaign 

The star image of ZHU is going to be promoted with the digipack and website that we will create. 

While researching ZHU I have noticed that he is an organic artist with a simple design when it comes to his album covers and logo - there are maximum two colours included and no other image or design. I started searching for another artists that have a similar design pattern/template as him so when we are creating the digipack and album cover we have some inspirations. 

I think Flume has a similar style to ZHU - their range of colours does not vary a lot, they have little writing on the album cover and the design is quite humble. 

  

A-trak is using more artistic patterns and images on his products and website but It is still simplistic using maximum three objects. I like the creative letters on one of his album covers, since they add more originality to the product. 

I wanted to include one more artist and his work as an example of what we are not aiming for. 

Art design of Diplo's work is overloaded with various colours, patterns and images at once. This kind of design is a bit to much and it is quite disturbing, which we are not aiming for. 

Pitching to Luke & his feedback

Today we pitched our idea to Luke, he gave us a honest feedback. He had few concerns when it come to the whole concept. At first he said that he hears 'Alice in Wonderland' theme every year and it never comes out to be what everyone planned and it is not longer an original and unique idea. He said that we need to add more action and depth to the concept, there is no bigger sense in this primary idea. He said that we need to make the characters do something, meet because of a purpose - some kind of a twist. We had a lot things in mind but they were blind concepts not detailed and boring. 

He also said that we need to have lipsync included in the video. 

Task for now is to think of more creative and detailed idea including action and lipsync. Together with Teddy we briefly discussed to drop the whole fairytail idea but still go with the eerie theme with disturbing editing, we are still keen on using the forest and making female the main character. 

Treatment to our music video!

Music video treatment is a form of a document including basic information about the product - the inspiration, any moodboards, images that helps other people visualise what we have in mind. In our treatment we included a bit information about the song, the general concept, inspiration, contextual link and technical aspects. 

Moodboard 

Here is our Pinterest board that contains various images and key themes that outline our idea about the music video.
Teddy created a 'board' on Pinterest and subsequently he added me and Angelina so we can all add pictures that we think are accurate.