The research we did upon indie genre and The xx helped us to create a professional final product. It respects the conventions of this genre, fitting The xx's style and can be easily distribted as a real media product due to its levels of thoroughness given by the heavy editing process and good quality of filming. Our product has a good narrative which reveals in the end that the two characters are the same person at different point of her life. The music video was very well edited in terms of parallel montage, cut to the beat and lipsync. The colours were chosen according to the meaning we wanted to transmit in different parts of the video: from excitement, vitality to emotional depth and intimacy. We used color correction in order to make the video look as a whole and we edited them exaggerateldly for some scenes like the ones with the smoke. We applied more effect and overlays in order to give a professional look to our music video.
The font we chose from the ones we researched is called Europe Underground. We chose the Light version because it is readable, neat and spotless.
We recreated The xx's X in Illustrator using anchor points and we placed in it our image using the X as a clipping mask.
We know that the digipak template is upside down but we kept it in this form during the making of process because it was easier for us to see how the images fit with eachother.
We had to make a radical decision regarding the image because none of our trials seem fit. We didn't like how the X was cutting Mia's face because we didn't have to have a disruptive image - this is not in concordance with The xx. So we went back to our photo folder and we had to choose an image which would fit to this schema but will aslo be in relation with the music video. Starting from the idea that "I See You" can represent a reflection we made the selection thinking about the bridge scene with the water, which is reflective. We chose the image in which the two characters face eachother because Mia Young goes out at night while Mia Old work - The only moment they can meet is the sunrise - I See You. We edited the colours in order to resemble an oily patter which can be found on The xx's previous albums but we also have the reflections which are one step ahead from the band's style. Our digipak comes with different connotations: the fact that the characters are facing each other, the fact that the CD is like a mirror made of glass, with the same pattern as the background but a little bit shifted - they all contribute to The xx's new style. Bringing this innovation but in the same time keeping the oily pattern, I can say that we are in the middle. We didn't change completly The xx's brand image but we still brought a valuable edgy modification to their existing style.
We created our website using Wix as a platform for multiple reasons: It is fresh, very friendly and it has many features - we can embed videos, link social media and it also has the option of having anchor links which is very useful because the visitor can easily get to a specific spot with one click. Mara and I used a music template called "Pop One Pager" because it had many built in features that we already decided we want to include and we personalised it according to our tastes and The xx's style. This is how the template looks like:
Firstly, we set our chosen categories in the following order and we we anchor links to them: Latest Video, About, Discography, Tour Dates, Media and Merch. After this was set up, we personalised each category, including our information. We knew from the start that we want to have only one page, inspired by the original website. For the About page we included the official information abut The xx from their official Spotify and we placed on the right side a photo of the band. Then, for the Discography part we placed all their albums on the right while our album was the most evident, bigger than the previous ones, on the left side. We synchronised the tour dates with their official tour dates and the official link from where the fans can purchase tickets. For the Media part, we took the photos from The xx's official Instagram account because they are less formal than in interview photos. For the Merch page we took the information from their website as well as the products, replacing the "I see You" albums with our own album cover. We also synchronised their official social media accounts on the right of the page when it comes to Facebook, Twitter, Instagram and Youtube. After all the information was successfully inserted, we tried out different fonts and different backgrounds for the page and we chose the one that wold make a connection to our music video but in the same time will fit The xx's style. We want to keep the branding image and to build on their style in order to obtain an aesthetic, personalized but also efficient final product which can reflect our own music video and in the same time The xx's previous music videos. Here are the trials which led us to our final website:
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