Production Company Logo
Color palette
The color red and orange connotates enthusiasm and passionate energy, portraying our company's spirit of bringing entertainment to the audience. Not only matching with the palette of the music video later on, this autumn palette also symbolizes transformation and changes, reflecting in our aspirations to change and constantly search for new ideas.​
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Design choices
The water droplets in our logo can be interpreted as a burst of a color drop, hence the name 'Colorburst'. The dots in the background were designed to follow a gradient, making them go to cooler tones smoothly, as a result complementing the droplets and creating a dynamic design. The earthy tones from the color palette are selected for the company title to make the design more cohesive.
Lyrics
Analysis
Social issues & Representations
Inspirations
music video
This music video is my main inspiration for the lip-syncing & performance scenes. i really like how the background is simple, hence bringing the audience's focus to Conan Gray expressing his emotions and vulnerable side to the audience.
This scene is very viral, especially to indie-rock fans (since the male lead Tom is a fan of it), I thought using this scene as intertextual reference in the music video will attract people who like this film or the song genre ('Tek It' can be considered as in the same genre)!
This popular scene will be my next goal for intertextual reference. Another reason I would like to use this scene is because I like how the chemistry between the two character is beautiful portrayed here!
This music video is my main inspiration for the lip-syncing & performance scenes. i really like how the background is simple, hence bringing the audience's focus to Conan Gray expressing his emotions and vulnerable side to the audience.
​digipak
we fell in love in october - girl in red
SOUR - Olivia Rodrigo
Thank u, next - Ariana Grande
These digipaks helped me create a better vision of how my ideal version of the digipak. The front covers are mainly designed to have the artist as the main focus to attract the audience. Meanwhile, not all panels have to be the artist - some can be props, typography, or any design elements that play a huge role in symbolism for the products' themes. Overall, the panels of a digipak should match each other, especially in terms of color palette and typography. Furthermore, the digipak should be closely linked to the music video to create a strong branding identity for the artist as well as the song , for example, there can be photos of the artist in the same outfit/setting in the music video.
artist's social media
I decided to promote my artist's image through a personal instead of a company's account to post more personalized content, making the connection between the artist and the fans easier to build. Additionally, audiences usually search for the artist's instead of the company's social media when looking for more information to interact with.
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Unlike how company accounts usually post official content with formal language which are well-polished, the social media posts from Conan Gray and Olivia Rodrigo's accounts are more familiar since the photos can be selfies, or daily life photos, making their images more approachable to fan. The artist can also attract more audiences from other communities by networking with other artists, for example, Olivia Rodrigo sometimes posts herself with her friends Conan Gray, Madison Hu, and Tate Mcrae, helping her attract more fans and build a friendly image in the industry.
However, the posts are still planned and edited properly to ensure strong branding for each era of the artist's career, since I can tell when the artist is promoting their product or when they are on break by just looking at the posts only, especially when scrolling through Beach Bunny's Instagram account.
Develop Initial Concept Ideas
Idea 1
The music video is about a girl having a crush on her best friend but never getting any responses back. At the end, she moves on and find someone else who can finally resonate with her.
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Idea 2
A toxic relationship where the artist takes up new hobbies and become successful in her career after breaking up with her partner who doesn't reciprocrate to her efforts.
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→ These are solid narratives. However, we believed that it was also too safe and a twist is needed to make our music video stand out.
Minh Chau
Idea 1
Coming of age story of the artist (a toy) and their owner - a kid. The music video follows the POV of the toy watching the owner grows up and become a full-grown adult.
→ The narrative doesn’t exactly follow the lyric of the song, making an unusual idea that is still able to target same audience (coming of age themes). However, operating the toy when filming will be difficult.
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Idea 2
A love story between an apple and a banana.
→ Another new, unexpected narrative that doesn’t exactly follow the lyrics of the song. However, this idea is too risky.
Minh Phuong
The artist talks about her female love interest whom she obsessively fantasizes about and keeps track of in her personal scrapbook. However, audience will find out a twist: the girl was never once interested in her and also dating another person. The artist was being delusional the whole time and she moved on by the end of the music video.
Final idea
Artist branding
& mise-en-scene
Target audience
Profiling
Proposal & Feedback
Tek It's pitch slideshow
Peer Feedback
What went well
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Contents were clear and straightforward
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A solid narrative with clear messages, and plot twist (the music video has viral potential)
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Digipak has an interesting concept
Even better if
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There is a way to connect to male audiences (especially those in the LGBTQ+ community) as well
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There are more contents for fan to engage with on social media
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There are colors of different shades/tones in the branding palette