“Digital technology turns media consumers into producers”. In your experience, how has your creativity developed through using digital technology to complete your coursework productions?”
The digital technology at hand helped me to develop my creativity through both coursework tasks. The foundation portfolio was where I was initially introduced to the ‘Imovie’ software and blog to present my work. By getting to know the abilities of the software it helped me to develop my thriller movie opening as I was aware of what I could produce therefore the digital technology helped enhance my creativity. For example I was enabled to use transitions such as the fade that provoked a sense of continuity that built up to the conventional twist in narrative. As I was more aware of the capabilities of Imovie approaching my advanced portfolio it allowed me to produce the music video with less time taken figuring out what I could and couldn’t do. I also came into the second project with a lot of my own ideas that I knew could be achievable on the Apple Mac such as the boosting of colour. The visual colourisation effects tab allowed me to boost the saturation and contrast of each of my selected frames; by doing this my images stood at more and increased the emphasis on my red and white house colours which are a convention of music promotion.
I believe that my creativity for the Advanced portfolio was initially sparked by my own inspiration so would amplify the theory by Anthony Storr, “The ability to bring something new into existence.” My creativity allowed me to come up of the idea of a narrative/concept of a character going on a journey and handing out love heart sweets in an act of gaining appreciation and sharing love. I didn’t knowingly gather this idea from past real products and therefore shows how true creativity comes from the mind and is merely enhanced by digital technology. I enhanced this idea through digital technology via synchronising the audio and visual. Creating this relationship between audio and visual, the pace of the frames shown could be matched to the music therefore not creating a mismatch in the themes, allowing the audience to digest the music video easier.
The relationship between the audio and visual is a principle of Goodwin’s that I strongly decided to amplify. In my foundation portfolio I also decided to amplify some conventions to show my understanding and reflection of a real production. I completed techniques such as creating scenes portraying flashbacks by using a ‘graining’ image affect on the Apple Mac; I also used edgy, ‘dark’ music that provoked a sense of enigma and hostility. Reflecting on my foundation portfolio I think that by amplifying so many conventions of thriller film openings, it restricted my creativity as I gave myself less original ideas to push the boundaries of my work. This factor was very different in my advanced portfolio as I had the initial ideas for the music video that were enhanced by a smaller amount of amplified conventions instead of my ideas being based on the existing principles.
David Fincher’s ‘Seven’ was a film that incorporated the convention of obscuring the characters facial features. In my foundation portfolio I was able to copy elements of this real media product by using the Canon DV to create images that cut out the characters face. I used a Sony HD hard drive camera to record my advanced portfolio project. I used this opportunity to my advantage as I could enhance the picture quality to tie in with my ‘quirky’ music feel and use the ‘steady shot’ feature that allowed my recording process to occur with the footage being less jumpy. Because of this my tracking shot footage was smoother therefore the newer technology allowed me to create a better music video. Knowing that this feature had helped me create a successful music video, I could go onto to create more projects with the digital technology as I would know the footage would be smooth therefore not disrupting viewing due to shaking of the camera shot, promoting continuity.
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