As the editing process continued, I could feel I was getting closer to finishing the product. After an encouraging response from our focus group I knew that it was largely completed, but certain things needed to be refined and sharpened. The section in most demand was undoubtedly the beginning with the white background. Despite showing all the key factors in chronological order, it was slow and didn't flow well. It was hugely important that this section works well as it is the opening of the video, so therefore has to engage the audience and encourage them to continue watching. In order to do this we wanted the instruments to be brought on in the video sooner. However, this was extremely difficult to coordinate as the entrance of the instruments where strictly cued and therefore could only come on at a certain point during the song. If I brought this forward in the song, then the audience would be able to see that the singer is heavily out of sync. However, I felt this change was important so I attempted to work around it. Logistically I would be able to use footage of all of the instruments, as long as I did not cut to a wide shot during the process as this would display the lead singer. This meant I had to take considerable time in shifting the footage and avoiding wide shots, and replacing them with mid shots and close ups that in some cases weren't even in the rough cut. This reinforces the importance of storing all rush footage within the software. Once I had established through the editing that all the instruments had been brought on, I was then able to return to the wide shots. This was a lengthy process and a tricky edit but I felt it was worth the time as it gives the opening section considerably more pace and makes it more watchable. During this process, I also decided to remove the shots of the lyric cards and the cigarette being brought on. I simply felt that these shots didn't work thematically and in conjunction with the rest of the video, especially considering that it is clear to see that it is not a real cigarette. Part of this overhaul was dictated by my decision to look at the video intently and decide whether every shot was completely relevant and was cut to for a reason. This helped me decipher what content was working. Aside from this, all I then had to do to this section was create the split screen effect we had planned and finally color correct the section so that the whites from the two different cameras we filmed on matched up. This final change made a huge difference to the effect of the video, making it look more refined and professional.
After this I then refined the recording studio cutaway by adding a different shot of Ben drumming. It is important to use as many different shots as possible over the course of the video to offer versatility. After this I moved onto to the final episode of the video in the black studio, which I re-cut slightly as there was one moment that included too many consecutive shots of Calum, the lead singer. Despite being the clear focal point of the group, it is important to break up the video with band footage. Finally, I reviewed the entire video with the intention of making the cuts more on the beat of the music, apart from shots that are purposely off-beat. To the untrained eye this would make little difference, but it heavily improves the natural and seamless look of the edit.
Furthermore, I purposely left in some diegetic sound at then end of the video once the actual track has finished. This is fairly common in music videos, as you can see in this video by the same artist that we are using - George Ezra. This video is littered diegetic sound that makes it more memorable and quirky. I left in the sound clip recorded on the day of the stylist spraying hairspray into the lead singers hair. I chose not to make this too loud as I personally feel it can become overpowering and therefore detract from the song, like in the 'Blame it On Me' video. One can also faintly hear a member of the crew complementing the take, before the drummer then releases his foot from the symbol pedal producing a sound, at which point the image cuts out. Having this moment of relative silence where we see the band after shooting a take reinforces our message - that this is a repeated and manufactured process.
Once completing these tasks, I felt confident that I had produced a finished product. Based on my immediate response, I am very happy with the video as I feel it effectively communicates our intentions and themes. I am proud that myself and Rachel have managed to produce a video of this quality and feel that even in the last week since our rough cut, the video has developed overwhelmingly to what we have now.
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