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MYNDE GAME VISUAL IDENTITY + SHORT FILM

SCARLET

INDIA

JESSIE


brief


brief

For this collaboration project Scarlet and I wanted to work on somethng film based but also maybe involving a publication if we could. We wanted to improve on our visual language throughtout a film and to altimately have a play and see where we land with it. India is a singer and song writer that was one of the options for the collaboration. In contacting her, it came out that she was developing her own character for her songs and eventually to be signed and released. To do this she needed to come up with a brand identity in ways and to put together a look for a film and images for a publication. India spoke us through this and then sent her view on a moodboard/narrative for the short film. I did not want to see this before getting my own take on Indias song first, so the creatvity wasn’t stunted.


DISCOVER


discovering India


discovering India


India sent through photos of herself to me so that I could get a feel of who se was and her style. This would give me a starting point in order to research look boos, videos and create a moodboard that suited her as a person.


All the images she sent were in black and white which gave us an automatic feel for the types of ways she likes to see herself. Black and white will therefore be an option with both/and or publication photographs and film edit.


Day one Scarlet and I sat and listened to India’s song over and over again in order to start visualising what could be within the film and the sort of atmosphere we want to create. We both wrote our thoughts down seperately in order to not destract our ideas by each others. After exploring these ideas we then through Indias moodboard and narrative she created to compare and refine them to create a collaborative moodboard.

Main points made : old video camera flipping shots // two people together // short cut clips // old tv // framing be square to emphasis old?

initial ideas


initial ideas


DEFINE


proposal / brief outcome

The main point of this brief is to work with a musician to create an identity for her new character as an artist. Together we plan to work on how she wants to be portrayed as an artist, to the public and her record label. We were interested in film and also some sort of publication. The video is a media in which we could show both her new songs and new image. Whereas the publication will be mainly based on her new character. India has collaborated with us so far in showing the style and moodboards that interest her. Before we even looked at the imagery she sent we wanted to listen to the song and create our own visuals and imaginations of the film without her influences just yet. After writing these ideas we have gone forward with using Indias images plus ours in order to create moodboards and a mock up of a short film


proposal / brief outcome


initial ideas

frame within frame // b+w vs colour shots // old fashioned room // balcony // shadow + figure


initial ideas


imagining visuals through listening to the song


imagining visuals through listening to the song

Chanel CoCo Mademoiselle short film. A great representation of the mood we woud like to forfill for the natural light and bed sheet shots. This will link well with the ‘sleeping in my sins’ In reflection though, maybe ‘sins’ need a darker mood in the video.


imagining visuals through listening to the song

Whilst listening to India’s song I was imagining flickering images changing to the beat at the start but also panning smoothly. I automatically started to think of visuals through the words eg. sleeping - bed sheets.


imagining visuals through listening to the song


imagining visuals through listening to the song

We found it was good to have a research into other singers and their identities. It is something that I have never really explored deeply, just see in the everyday. Lorde is a great example of the type of genre of music India is in, if you had to make an example that is.


imagining visuals through listening to the song


imagining visuals through listening to the song


imagining visuals through listening to the song


referencing inspiration


referencing inspiration

SAM ROBINSON PHOTOGRAPHY INSPIRATION


publication ideas //

Whilst Scarlet thought about the moving film, sometimes I tried to think about the publication side of the publication, figuring out hwat its purpose would be and how could they both work together. In these notes I am talking about shootin gthe publication photographs during filming in order to gain a flow of art direction throughout. Photographing someone who is being filmed also may give a much more natural approach to angles and positions infront of the camera s India will be singing along.


questions to ask india

Throughout Scarlet and I’s working progress in creating moodboards etc before filming/making we started to chot down questions to ask India in order to build up a collaborative approach. We were then able to take what India says and merge it within our ideas.


visual ideas // locations

From collecting found imagery online to create a moodboard of our own, we began to imagine India in different environments.

Refering to other phtographers work and finding out the location, other locations that we know around london started to pop up. Central Saint Martins and South Bank area both hold alot of blank, concrete backgrounds which would make a great shot for the face on singing clip.


own photo - south bank


film locations //

locations // overall feel


film locations //

london //

uni //

canterbury //

csm barbican south bank // india studio - light - television - lip sink shots canterbury cathedral - chapter house - remember to book India


collaboration understanding // questions

Throughout this project, you soon start to learn the way collaboration works. You need to be constantly thinking about the other person and thinking what they need to know and be asked along the way in order to get a full representation of what they like and you like.

Again here are questions we keep thinking of asking India both publication and filming questions, in order to get a feel for the overall identity of her.


collaboration understanding // questions


DEVELOP


publication layout consideration


publication layout consideration


publication linspiration

Throughtout the project, contantly looking on the internet at what else is being produced publication wise is really useful.It made me start thinking about the conversation and relationship between typography and imagery. Also positive and negative space plays a massive factor.


publication linspiration


publication linspiration


publication linspiration

All the imagery that caught my eye and I have chosen hold alot of rawness. The expressions are natural and movement plays a big part in them. Black and white vs coloured imagery also work well together. I like the idea of shooting India on a film camera to capture the true essence and the grainy aspect/effect will add to the old style coming through breakfast at tiffanys quote.


moodboarding

Refining the pinterest boards and referencing, I started to collect images while Scarlet collected footage on youtube to create a moving modoboard. At this stage I still hadnt looked at India’s pdf of her moodboard and narrative of how she could imagine the film to go.


moodboarding

This was to see what I could produce and imagine from the song truelly first. These images are very different to one another but they seem to work as a combination. This may be too man different styles in one short film but defimately worth trying to experiment with.


moodboarding

Material is another thing to focus on within the visuals. India said in one of our earlier conversations that she wanted to make heer own dress for the film which was a really lovely touch. Material shots, we think will bring a sense of fluidity and go will with India’s voice.


moodboarding


moodboarding

Starting to piece the imagary into different orders gives the sense of the filming switching, which is good when imagining and visualising a story board.


moodboarding


moodboarding


editing ideas // overlapping

With these images we started to overlay, experimenting with layout and the concept of a square image that represents the old and Maryln Monroe vibe India holds.

These then kept progressing, developing textures, colours, lighting and different locations we were invisioning. The black and white vs the colour work really nicely together. The static like middle then the fluid moving material behind, we can imagine will work just from seeing the still.


editing ideas // overlapping


abstract location ideas


abstract location ideas


visual inspiration

While I worked on the static imagery Scarlet started to research on youtube. This allowed us to start looking at how other music videos were shot and also perfume adds were a huge influence on this project. Scarlet cut all different clips from different perfume brands and artists in order to piece together a moving moodboard. This was then sent to india so she could see our collaborative moodboard come to life.


visual inspiration


film referencing


film referencing


further moodboard experimentation


further moodboard experimentation


INDIA HOPE mind games

INDIA HOPE

INDIA HOPE

experimentation

INDIA HOPE mind games


experimentation

INDIA HOPE mind games

INDIA HOPE


experimentation

INDIA

MYNDE GA M E

MYNDE

HOPE

GAME


experimentation

IN DI

A


turning point


turning point

After chatting to India we realised she had changed her singer title name to “Mynde Game” This was a learning curve in respect to collaboration. It was details that felt tiny to ask about that made you realise it does effect your working experiments alot - especially in terms of type. So up until now I had been using India Hope. Mynde Game made us also realise how much India’s songs were based on her feelings and situations that are confusing.


film testing

Scarlet and I new that we wanted some form of red and green light through out the video because the whole song is about whether to stay with the guy and turn a blind eye or to leave. We thought this could be done more subtly than a set of traffic lights. Filming out of focus in the car in the evening created some beautiful footage. After looking back we thought


film testing

these could be a background texture than is consistently running along other footage and will fill gaps along the way in a sense. The motion of them are nice as the cars are driving past ont he motor way in a specific direction and playing with the focus made the lights move around gracefully. Seeing these in black and white would also look nice, maybe to overall on back/skin shots.


india’s lyric writing // hand writing

India sent her lyric book through in order for me to look at her hand writing. In the publication questions she sad she would like something modern but old at the same time. I thought maybe looking at different characters that strike out about her riting that I can add to a modern san serif typeface. This could be for her name on albums, posters, gigs etc.


india’s lyric writing // hand writing


hand writing exploration


hand writing exploration


type in context


type in context


experimentation


experimentation


DELIVER


studio day

studio day


studio day


raw photographs


raw photographs


raw photographs


raw photographs


raw photographs


raw photographs


raw photographs


raw photographs


raw photographs


raw photographs


edits


edits


edits


edits


edits


edits


edits


edits


edits


edits


edits


edits


edits


edits


edits


edits

I enjoyed editing the photographs taken in the studio while Scarlet filmed. There was alot of tweaking to do in terms lights in shot and straightening. The lights I decided to leave in as part of the style but had to touch up the wires and straighten the lamps in order to make th eimages feel balanced and symmetrical. This allowed the main focus to be on India with no distractions. It was hard to reduce the images down as most of them were movement shots. I like the balance between red lit shots and black + white / natural white light shots.


publication mock up


publication mock up


publication mock up // order 2


publication mock up // order 2

2 experiments of publication order. This is poster images double sided printed and folded up and not bound together. This allows the reader to organise the book in a different way, showing different visual combinations each time.


publication mock up


publication mock up


publication mock up


publication mock up

The publication has barely been started but I did do the poster folded idea and do really like the outcome so far. I think I will try it in high gloss with think stock. Then some sort of slip bellyband that is the size of the publication front, high gloss black with embossed “mynde Game” on the front. In the crit, the publication mock up got a good response but questions arose. Eg what is the publications function along side the film? Is it weird to put lyrics with photos. In response to this I think we realised the publication is something that i just seen as an aethetically pleasing piece that views can have with swapping round the page layout and using them as actual posters. This way you are able to subliminally advertise Mynde Game without it being too much in your face. I want to develop an extra add in book that slots in the middle page, housing all of Mynde Game’s lyrics. This will do what India wanted and show her lyrucs, with type set beautifully.


DELIVER


film screen grabs


film screen grabs


evaluation


evaluation

This project was very enjoyable. The collaboration part worked really well with all contributing the same amount. India shared her view on visuals, narrative and moodboard. She also gave us her lyrics and modelled/ acted for the music video. Scarlet and I both worked on art direction and producing both together. Scarlet was more moving image and I was more static visuals. Scarlet worked on narrative whilst I worked on publication ideas and type for India. The day in the studio worked out very different to the way we had planned. Natural and warm lighting was going ot be a massive part of it but we ended up exploring red gels on the lights and playing around from there. In terms of set up Scarlet was on the film camera, I was on lights and photographing India for the publication. We both took part in all of it though, suggesting all the time, along with India discussing scenes with us too. The video narrative changed in terms of location etc but it still told the story of staying or going. We were happy with the outcome. The edits made us realise that the movement doesnt always have to be on the exact beat. We realised this makes the video much more prodictable.

Process Book  
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