Video Inspirations - Visual Effects

After deciding that we would be focusing more on the visual effects and editing part of our music video, it was appropriate to research already existing music videos which meets the look that we aim to achieve. My group and I are very open in terms of different editing techniques that we could experiment with, in order to create an appropriate music video for our chosen target audience.
Below are a few music videos that I really like, and think we could get some inspiration from.

1. How Deep Is Your Love - Calvin Harris & Disciples 

Genre: Deep House 

Director: Emil Nava

Editor: Ellie Johnson

Producers: Danyi Deats, Lanette Phillips, Angela Gregory

Production Company: London Alley

The video stars model Gigi Hadid who plays a dazed, slightly confused and mystifying young woman who wakes up in some kind of ward, and then finds herself in a glamorous but confusing world of yacht parties and underground raves. 

Although the narrative is not as powerful, the visual effects and techniques used in the video are very striking and effective. Colour and movement is a key element in this video. What I particularly like is the rapid change in colour as the character changes her position. It represents a lot of things, and can be interpreted differently. It could either symbolize her change in attitude, location or character. This is a technique I think can be easily recreated in a photography studio, with the use of studio lights and a very dark room. Although there is no lip syncing, Andrew Goodwins theory of a music video has been demonstrated in this video. The star image (being the female protagonist) has been focused on through the use of camera shots to make her the centre of attention.

 

2. Where Are You Now - Justin Bieber with Jack U

In this music video, Justin Bieber becomes a piece of art, who becomes the subject of a kaleidoscopic of fan-made doodles and graffiti for the visual imagery which accompanies the song. (Taken from the Daily Mail) 

When making the music video, Justin and Jack U (Skrillex and Diplo) invited fans to the Seventh Letter Gallery in Los Angeles to sketch on video stills which was later incorporated into the visuals of the music video, with the singers silhouette. Justin became an interactive art installation which hung on the walls of the gallery, for fans to doodle on. There were no restrictions or boundaries for what could be scribbled on or added as it allowed fans to let their imagination run wild. The video was created as an ode to the fans who have supported them. 

What I particularly like about the video, is how the camera zooms into a picture frame hung on the wall. which then leads to a moving visual of the same image. The fast paced editing of the gallery is very effective as it moves in time with the beat of the song, although the visuals have nothing to do with the lyrics. The designs that the fans have created has been layered no top of Justin. 

Below are some photos of the doodles which have been featured in the music video.