TREATMENT DRAFT 1

Working Title: Polar Paradise

Genre: Music Video
Duration: 4 minutes, 21 seconds (with regard to the original song length)
Target Audience:

Our target audience is 16-25 year olds and predominantly female - this
has been extracted from our pre-production music questionnaires. This is
also reflective of Coldplays own target audience, and the fact that my
group and I belong to this group of people makes us more able to reflect
this target audience in our music video.
Also, our target audience will still be in education (whether it is part-time
or full-time) but this may still mean that they have part-time jobs; in this
way, they have a low disposable income and will be reliant upon their
parents for extra money. With regard to the Mosaic demographic graph,
our audience belongs predominantly with A and F since they are young
and will not be held down by the responsibilities of having a family.
Moreover, much of them will have blue-collar jobs. In this way, they also
relate to the C2 to E classifications, in relation to the General Registrar
Scale.
The geo-demographic of our target audience is that they come from an
urban environment i.e. towns and cities. Given that my group and I are
from London, this is an advantage as we will be able to present this
element in our music video so that our audience can relate to and
identify the surroundings.

Outline:

The music video begins with the introduction to a young woman who is the
protagonist of the production. She very much symbolises the lost youth
within society as not quite connecting to the world around them nor can
belong to a personal or collective identity. In particular, in her previous life,
she experiences bouts of expectations of females within society, and
frequent objectification. At the same time, a young woman is captured to
be equally as lost; his life and experiences interweave in and out of her
life.
From the beginning of the second chorus, the female protagonist will then
undergo a sense of realization that she can actually confront the typical
conventions and expectations of young women within society, and breaks
free from the room in which she is trapped symbolic of societys preying
eyes and begins her journey of seeking her true self-identity, running
through crowds of candid people going about their mundane business, and
makes it into Central London.
The climax of the song, where the energy has built up, thereby depicts the
eventual and unexpected meet between the young man and woman
amongst the busy people passing them by, in the centre of London.
Together they will gradually try to cut loose the negative stereotypes
attached to young people.
The ending of the song, which matches the slow paced sequences to that
of the beginning of the song will include the young woman returning past
the shop, with the last scene being a long shot of the store with the door
swinging shut.
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TREATMENT DRAFT 1
Character Breakdown
Sonam
- 18 years old
- Indian
- Female
- Student/unemployed
Sonams character has been struggling with the expectations of her
as a young woman from the objectification as well as the inequality
she experiences which will be depicted through flashbacks to
present her back story. In this way, she feels trapped in the society
in which she lives, and within the music video, we want to capture
the essence of her disconnection from the world around her. The
music video will therefore depict Sonams personal journey from
feeling trapped to breaking through these expectations and
conventions of young women and finding part of her self-identity.
Arnas
- Same age 18 years old
- White European and African
- Male
- Lead singer in a band
Similarly to Sonam, Arnas also experiences the expectations and
conventions, particularly of young people, in his life. The music
video will capture his mission to escape the negative stereotypes of
young people which include drug-dealing and stealing which will
be evident in our music video. Through the music video, he joins
with Sonam to collectively break away from these negative
stereotypes.
Band members
- Age range 18-21
- The band will consist of a variety of races including: White-British,
Black British, British Carribean, and White-European. This goes in
keeping with our Audience Profile, given that our main characters
will be Sonam and Arnas, but supporting actors will be of other
ethnic backgrounds.
- Band members
- The band members will play a double role of being themselves
(band members in supporting Arnas) but also present in scenes
where they have negative stereotypes of young people. This will
include them being covered by masks and in hoods whilst trying to
deal Arnas drugs, as well as presenting themselves as bashful and
aggressive, not to mention stealing from someone.
Victim (who is stolen from) Goncalo
- Mid 20s
- Latin European
- Male
- Young manager
- This character will be in a single scene in which he is on his way
home and is attacked by a group of youths or yobs, trying to steal
his wallet.
Treatments need to be as detailed as possible this document sells your
project.

TREATMENT DRAFT 1
Visual Elements

Lighting - we will be predominantly dependent upon natural

lighting which goes in keeping with the conventions of other poprock music videos as they mostly use natural lighting when filming
outside. Even with interior scenes, there tends to be low-key
lighting, which we will adopt particularly in the room we choose to
film Sonam in. This will represent the negative energy that Sonam
carries with her, and the degradation from society.
Camera Movement - the majority of the shots will tend to be
hand-held so as to form a more intimate relationship with the
actress. This includes the over-the-shoulder shots, the close up
shots in particular that are conventions of pop/rock music videos, as
well as the arc that we intend on using around the actress as she is
sitting on the chair, alone. Moreover, as Sonam is running through
the market, through crowds of people, the camera capturing this
scene will also be somewhat shaky and handled freely to
accentuate this dynamic movement. Other shots that will need a tripod include the long shot of the store, as well as other establishing
shots of the locations we use, as well as the long shot that we are
keen to capture which is in Central London where Sonam and Arnas
meet properly for the first time.
Editing In close relation to the last shot described in Central
London, the scene will be edited to show the people moving past
them in a fast-paced effect to depict the motion of the energy
within London, in contrast to that of Sonam and Arnas who stand
very still in this moment or liminal state of realization. The music
video will therefore include a combination of slow and fast-paced
shots, which conforms to the conventions of pop/rock music videos.
Within the parts of the music video in which Sonam reflects on her
past experiences of objectification, there will be a faded out, black
and white effects to illustrate a flashback. These effects will be
included during post-production by our designated editor, Najat.
Some effects will be easier to include, although some, such as the
combination of slow and fast paced sequencing within scenes, may
need tutorials watching so as to understand how to create these
ideas and manipulate the scenes within the production.
Setting As a group, we have chosen a minimal amount of
locations as this not only conforms to the conventions of pop/rock
music videos, but also allows for the audience to build an intimate
relation with the characters. Each location that we have chosen, be
it the empty studio room, or public places such as Ladbroke Grove,
Portobello or Central London are meaningful in that they represent
different concepts that we are trying to perpetuate. The empty
studio room, for instance, reflects that of society trapping the
woman with its ensnaring conventions of young women. Ladbroke
Grove and Portobello both reflect the colour and energy of London,
representative of both pop/rock music videos, in particular the
original bands, Coldplays identity, as well as that of youth culture.
More so, filming in Central London allows us to capture candid
extras within a busy area of London which not only reflects the idea
of energy and freedom built up from the beginning of the song, but
also to depict the mundane of life. These are generally the locations

Treatments need to be as detailed as possible this document sells your

project.

TREATMENT DRAFT 1

we have chosen to use, although the studio room location is still to

be officially confirmed in terms of where we can find one.
Actors the actors that we have chosen to use are all young and
within our target audience age range (16-25) which allows the
audience to be able to identify with the emotions felt and actions
experienced within the characters. The protagonist, Sonam, has
partially been chosen due to the fact that a large majority of our
target audience is female, therefore they will be able to identify with
the feelings of isolation and loss she feels due to the typical
conventions and expectations from society upon young women. The
alternative reason is that she already has acting and modelling
experience, as does Arnas which made them ideal candidates for
the part. Further, the band included conforms to the conventions of
pop/rock music videos as they tend to incorporate the band within
the music video, although they have less screen time than the
actual lead singer, played by Arnas this also develops from
Coldplays own music videos. This is convenient given that the
actors who play both the band members as well as the thug
youths will only be available temporarily.
Props we only need a limited amount of props, since the focus of
the music video is on the characters themselves and their individual
journeys which will be depicted through movement. More so,
pop/rock music videos tend not to use a lot of props. In this way, the
props we intend on using include masks (for the thug youths
played by the band members to not only conceal the fact that they
are playing double roles, but also that young people themselves
tend to metaphorically hide themselves, their true identities, usually
within their collectives to be able to belong and fit in more easily); a
bike (which Arnas will be riding on to demonstrate his movement
and personal journey of facing experiences of negative stereotypes
of young people), and possibly a mirror and hammer (the hammer
will be used to break a mirror standing in the corner to symbolise
Sonams eventual break through from the conventions which
restrain her from being the person she wants to be).
Costume the clothing used will generally be casual and smart
casual clothing. This not only fits in with our target audience, and in
this way allows us to relate to them, but also it conforms to the
conventions of pop/rock music videos. Casual clothing will tend to
include a t shirt, or jumper, denim jeans, trainers (normally
Converses), hoodie, and loose jacket. Sonam will be wearing nude
coloured clothing, too, to suggest that her identity has been
stripped from her. The band members will have more freedom to
express themselves through colour, although black and white will be
more ideal to represent the colours of POLAR demonstrating the
idea of binding opposing ideas of black vs. white, male vs. female.
Moreover, the slightly older character, the young business man will
be wearing smarter clothing he will be in a suit to suggest that he
slightly more affluent and successful he represents the succeeders
of the target audience, and therefore show the variation of young
people as both positive and negative. The band members will
therefore still be in the casual clothing, but as thug youths,
dressed in hoodies and low-waisted jeans or tracksuit bottoms to
depict the more delinquent representations of young people which
Arnas attempts to detach himself from.

Treatments need to be as detailed as possible this document sells your

project.

TREATMENT DRAFT 1
Audio Elements

Soundtrack Paradise Coldplay

Rationale
We chose the pop/rock genre as a joint decision because we have a
collectively personal interest to the genre. As young people, pop/rock is a
genre that is most appealing, and the fact that our target is also young
people allows us to be able to perpetuate our ideas in a more effective and
understandable manner, not to mention artful and creative fashion.
Having done a lengthy amount of research into the genre, too, which is
noted below, we can confidently say as a group that we will be able to
develop the genre confidently, interpreting some ideas within the song we
have chosen to an even more complex yet relevant idea, whilst still
conforming to the pop/rock genre. Kenya Lall studies Photography
alongside Media Studies which will be relevant in sharing her own
developing photographic skills when it comes to the filming period, where
myself, Chloe Howcroft and Kenya have previous art experience, which
proves that we have a creative eye. My ability to communicate coherently
and manage a group effectively is what naturally made me take up the
role as director of the music video. Furthermore, Najats previous editing
skills and enthusiasm to increase her understanding and editing abilities
through further tutorials will enable the construction and editing of the
music video to be smoother and up to advanced, professional standards.
And Goncalos natural musical expertise is what made him ideal for being
in charge of the audio. His developing knowledge of Coldplay, too, enables
us to make comparisons between the ways in which the song was initially
presented through their music video among our own ideas. In this way, our
group and our idea is rather dynamic and exciting because we not only
consolidate previous knowledge, but also apply new and relevant
knowledge that we are constantly absorbing into the creative piece we are
producing. The concepts we intend on exploring, such as slight misogyny
within society the constant expectations of women within society, as well
as varying representations of youth culture will be developed creatively
and professionally for our target audience.

Primary and Secondary Research

Primary Pre-production music video survey; audience profile survey;
representations; semiotics
Secondary pop/rock music video convention research; music video
analysis

Requirements & Resources

We will need Sonam, Arnas, Goncalo and the 3 other band members, and
the candid extras.
The technical equipment will include 3 cameras so as to capture different
angles of the same scene; possibly the go pro camera in scenes of
dynamic movement such as Sonam running; a tripod when in need of
more steady shots and a phone or iPod to play the original song in the
background which will help in terms of timing and lip syncing. And of
Treatments need to be as detailed as possible this document sells your
project.

TREATMENT DRAFT 1
course, additional batteries for the camera, as well as cables and
chargers.
In terms of location, with the public places that we have chosen, such as
Portobello Market and Piccadilly Circus, we may be hassled with candid
extras who do not want to be captured on camera for privacy reasons.

Constraints and Contingency

WEATHER preferably at the start of the day, we want it to be a clear day
so as to shoot clear scenes. This can be checked in advance before
shooting to avoid unwanted weather scenes.
SEASONAL SHOOTING the fact that the days get darker quickly may
come to our disadvantage if we are in need of day shots as a priority to
the darker shots. In this way, we may need to begin filming quite early in
the day.
LOSS OF FOOTAGE saving the footage onto more than one device, and
regularly, to ensure that any filming done is secure and doesnt need to be
re-done.
PROGRAMME ONLY AVAILABLE IN SCHOOL some editing software is
only available on school computers which means that my group and I will
have to dedicate time to constructing the video together during free
periods, lunch breaks or after school. Alternatively, downloading the
software on home devices.
ILL-FITTING FOOTAGE each piece of footage will need to be checked
directly after filming to ensure that there is no redundant filming, and that
it is all in keeping with the script.
BATTERY RUNNING OUT ON CAMERA ensure that there is at least one
other full-charged battery to replace
SD CARD OUT OF MEMORY again, ensure that there is an alternative
memory card to use, should one be full.
SICKNESS some members of the group, or indeed the actors may fall
sick during filming, in which case, we will need to re-schedule the best
available date as soon as possible to recover the filming.
PEOPLE COMPLAINING ABOUT BEING CAPTURED IN OUR VIDEO
politely mention to passersby that we are filming for a music video project
and that their cooperation and existence in the music video is ideal, but
we can fade them out of the scene if necessary.

Legal and Ethical Considerations

COPYRIGHT directly communicate with the artist by sending them a
letter and email asking for permission to use their song in the project.
ACTOR PERMISSION sign an actor release form to each individual
appearing in the music video to indicate that we are legally being
captured in the production.
CAPTURING PEOPLE ON CAMERA WITHOUT THEIR PERMISSION
politely mention to passersby that we are filming for a music video project
and that their cooperation and existence in the music video is ideal, but
we can fade them out of the scene if necessary.

Budget MIRROR = 30
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project.

TREATMENT DRAFT 1
MASKS = 10
SANTANDER BIKE = 2 PER HOUR (APPROM. 3 HOURS X 2 = 6)
TUBE TRAVEL MONEY = 3 BOTH WAYS X 9 = 27
TOTAL = 73

Proposed Schedule
My group and I propose to primarily begin our filming from the second
week of December and finish by the end of December (31 st December).
This should give us enough time to look back on our footage to check for
any tweaks or additional filming that needs to be done. This will then lead
us into the first 3 weeks of January to do any additional filming if
necessary, although the main focus will be on editing. In this way, majority
of the filming will take place around 2 weeks, as our main availability will
be during two weekends and some days during the Christmas holidays for
further filming. Therefore, we aim to complete our project by the end of
January 2016.

Treatments need to be as detailed as possible this document sells your

project.