Styling and the overall look of the video was very important to create the correct glam rock/ pop rock genre characteristics. We also wanted to ensure there was a strong colour scheme running throughout, predominantly that of black, white and pink on the website. For the music video, we wanted something similar to the retro, lomographic style created by filter-equipped camera apps like Instagram and Hipstamatic, providing easy ways to take pictures and upload them via photo-sharing websites like Tumblr and Flickr popular with our core target market of teenage girls. Inspired by a music video by British band The Vaccines (in which the whole video is made from Instagram photos) we experimented with the idea of doing parts of the video in stop frame still photographs.
However, we eventually decided that this wasnt necessary since with the correct grading we could create a similar effect. We used the Adobe After Effects plug in -SA Colour Finesse to up the magenta and gamma, crush the blacks and create a high contrast and vibrant and edgy look. We also decided to put a radial blur and vignette on the edges of the video to give it even more of an artistic and stylistic edge.
Here is a video showing how we achieved this:
However, when we re-exported back into Adobe Premiere, we noticed that it looked a bit washed out so we corrected this by using the ProCamp tool to increase the contrast.
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