Preliminary Production Evaluation (Moving Image)

Wear brown shoes after six:

I think that the camera angles for the first scene were fairly accurate. The first one could have been taken from a slightly lower angle and the third maybe slightly further away. I managed to create a focus pull in the second shot which matched the original so this was successful. The location was not very accurate as there wasn't enough lighting on the street to be able to see the subject of the scene. However it was still taken outside. This scene was edited well as we managed to get the timings to fit well with the non diegetic soundtrack and voiceover. The mise en scene was accurate as the subject was wearing a suit and holding a clear umbrella. However the colour of the suit doesn't exactly match the original. The lighting also isn't great and is a lot darker then the original. This is probably because I just used the lighting that was there instead of creating my own lighting set up.

Wear a hat indoors:

Wear a short skirt after forty:

Wear a short skirt if your a man:

Try too hard:

For this shot we decided to use the white room rather than a shop due to it being more difficult to gather props and meet at a shop. We still tied our best to recreate the shot without the background. The camera angles and shots matched well but we could have taken the close up slightly closer. It was edited well and the timings for each shot worked out almost exactly against the voiceover. The mise en scene was not very accurate as we did not have access to a costume that would resemble the original. However we used a large coat to create a similar effect and we used a handbag instead of a shopping basket. We also managed to find a crown that would improve he look of the costume. The makeup on our subject was also a lot more lowkey. The lighting didn't quite match as the original was more obviously lit with halogen lighting, ours was again more lowkey.


Don't try at all:

Dress like a girl:

Before starting to shoot this scene we were struggling to think of ways that we could recreate the complicated shots made with different kinds of mirrors and lights. I feel we did a fairly good job with the little resources that we had. We held different coloured fabrics over the lights to create the colours that we wanted and for the shot that was taken in the fragmented mirror we used a my glass prism that, when held up to a lens, can create different effects depending upon the angle that it is held. We were able to create an effect as if our subject was there three times rather than one. It also had a fairly similar look to the original. Our mise en scene was not perfect but I feel we managed to do a fairly good job. It was also edited well as the shots only lasted around half a second each.


Dress like a man:

Dress like a teen:

Stand out:

Blend in:

Mix Prints:









Mix pink and red:




















For this shot we managed to get our subject to very accurately recreate the movements from the original advert. In the second shot she movers her head exactly the same way, speed and time against the voiceover. Our camera angles in this shoot were done very well and the framing was accurate. The location was fairly accurate. It was outside with a plain background, but we didn't have access to a pink wall. This scene was edited well and the shots follow into each other accurately. The mise en scene was fairly accurate as our subject was wearing pink and red but it wasn't exact. The lighting also wasn't quite as bright. The original was clearly filmed on a bright and sunny day which we unfortunately didn't have due to the weather.



As a group I feel we worked really well together and were all committed to producing an high quality product that we were all proud of. We were all eager to learn new skills in preparation for our music video coursework. Organisation is vital when attempting to produce a piece of moving image work because of the time it can take to get the correct shot and sometimes editing can be a long process. It is important that deadlines are attempted to be met otherwise everything falls behind and then all the work gets completed at the very last minute. For the most part our group was able to stick to deadlines, however we learnt that weather can have a huge impact on production especially when filming outside. It snowed for a whole week whilst we were trying to produce this work so that put outside filming on hold as we couldn't get our cameras covered in snow and it would have effected to quality of our shot. 

During the filming process we used a combination of an iPhone 6 and iPhone 8 and a Canon 700D DSLR camera to film our shots. This is because some of the shots were filmed when we didn't have access to a camera so we had to use what we had. The quality was not drastically different between the devices but there is obviously slight differences in the smoothness of the footage. When editing we used Adobe Premiere Pro CC 2018 which helped develop my editing skills and knowledge of the software prior to creating my coursework. 

I feel that there was a lot of shots where creativity was required due to our limited resources. We had to think of ways to recreate the brief without having access to exactly what we could see. Creativity with mise en scene was vital as we had to try and think of different items of clothing that we could use to recreate the shots. The most creative scene we filmed, I think, was the 'dress like a girl' scene. This is because it was a complex scene to begin with. We began by thinking of different ways to recreate it. We first thought of mirrors but it would be difficult as we didn't have any mirrors that we could use. I then thought of the idea to use the glass prism that I use for photography sometimes that can create different effects. I feel that using this was a very creative decision.

Despite the brief being very structured I do feel that there was clear chances for creativity. This can be clearly seen by looking at the differences between different group's products.

I think that our video was successful because it meets the requirements set in the brief by recreating the H&M Close the Loop advert. I think that we managed to accurately recreate most of the shots however there were a few that we could have done differently in order to make them more accurate, such as our 'try too hard' scene.

When beginning the editing process we had a tough time trying to get the sound from the H&M advert so that we could use it in our own advert. We tried screen recording it on computers but the audio wasn't quite right and if when we tried to take a voice recording of the computer it sounded too 'tinny'. We then decided to screen record on my phone and then send it to my computer, add it into the editing software and unlink the footage and sound. We were then able to delete the footage and were just let with the sound. 

The knowledge that I will take into the next stage of production is that I need to be as organised as possible and strict with deadlines. I will also take with me everything I have learnt about lighting, editing and framing in order to make a high quality product for my coursework.