CREATIVE CRITICAL REFLECTION

 CCR

In this creative critical reflection, I will explore the themes, production process, and audience engagement of my music video for Presence – Just Hold On.

Through a combination of stories and imagery, this music video aims to make the feelings of the song more understandable. By working on this project, I hope to raise awareness of significant social issues, forge a solid artistic identity, and build a deep relationship with my audience. I will also talk about how my artistic decisions were informed by research, making sure that every choice deepens the story.

With issues like anxiety and sadness that are prevalent in today's society, the film aims to connect with viewers who have experienced similar difficulties. I show how to overcome these obstacles through the acts of my character. The song's main message—"not giving up" in trying times—is relatable to a lot of individuals.

The shift from hardship to hope is represented by the use of dark lighting, color palettes, and camera motions. The main character's emotional journey from hopelessness to optimism is reflected in the lighting's steady transition from dark to lighter tones. Choosing the ideal location was essential because I wanted to amplify the character's feelings by creating a scene that evoked a sense of seclusion, like a park at night or a peaceful walkway.

Despite having just one character, the video seeks to speak to everyone going through a difficult time. The story is relatable because of the universal feelings and journey it portrays.

I will now talk about branding. Branding include identifiable components such as logos, color palettes, and even jingles that are utilized in advertising. Branding is a marketing tactic used by businesses to draw in and interact with a wider audience.

Our goal for the *Just Hold On* music video by Presence was to convey the spirit of the song while adhering to the artist's aesthetic. Presence has a sizable fan base, and its album covers and music videos are well-known. We concentrated on using the puppets' facial expressions and attire to portray the song's emotions rather than mimicking the band members' looks. The color scheme of the video, which starts with darker hues and progressively shifts to lighter ones, complements the atmosphere of the song. This change strengthens the song's emotional power by graphically expressing its message of resiliency and optimism.

The target audience for my music video is anyone going through a tough moment and looking for inspiration to keep going. *Just Hold On* is particularly relevant to young people going through difficult times since it conveys a strong message of perseverance. Its emotional depth would be appreciated by fans of Presence and related musicians. The film establishes a personal connection with viewers through straightforward yet powerful visuals, inspiring them to persevere through life's challenges.

PRESENCE - JUST HOLD ON

A lone silhouette against a stunning sunset serves as a metaphor of optimism, introspection, and resiliency in this poster. A sentimental and nostalgic mood is created as the sky changes from a deep blue to gentle pastel pink, orange, and purple hues. The main subject is highlighted by the contrast between the warm background and the dark figure, which highlights tenacity and solitude. Its modern and cinematic appeal is enhanced by the minimalistic style, which perfectly complements the *Just Hold On* theme. It features clean fonts and a balanced layout.

I employed a range of camera angles to produce a visually dynamic and captivating experience in order to keep the audience interested. Close-ups highlight feelings, while long views create the mood of the scene. A deep and strong atmosphere is created by using darker lighting, which is a key component of mood setting.

In order to keep the audience interested before and after the video's release, social media was essential. I promoted connection and conversation by asking viewers to express their opinions. Since they are more likely to relate to the concepts and aesthetics of the genre, men who identify with it are the main audience for my music video. The film inspires and leaves an emotional impression that lasts because it skillfully combines compelling narration, striking images, and audience participation.

 

I was able to incorporate original aspects while adhering to music video rules thanks to my extensive research. I looked at other music videos in the similar genre to learn about editing, movement, and camera work. In videos like Juice WRLD's *"Lucid Dreams"* and Lewis Capaldi's *"Someone You Loved"*, I was especially impressed by the cinematography and visual storytelling, which inspired how I approached capturing atmosphere and emotion in my own project.

I used a range of camera angles, such as close-ups, long views, and medium shots, to create an interesting video. Given how closely my video resembles the original *Just Hold On* video, I took care to replicate its visual aesthetics and framing strategies while adding some of my own original ideas.

In order to assist the audience relate to the theme, I concentrated on sharing stories that were emotionally charged. Instead of using performance-based images, I focused the story on the protagonist's trip and matched the song's tone by employing a dark and dismal design. This strategy maintained the video's familiarity while adding personal touches. I used real emotions and natural lighting instead than over-the-top special effects. In order to improve the emotional depth and flow, I also steered clear of quick jump cuts in favor of slow motion and seamless transitions.

Managing the lighting, particularly while changing places, was one of the most difficult things I had to do. In order to maintain consistency, I had to carefully adjust exposure and use artificial lighting as necessary because the light conditions varied depending on the setting. I asked friends and family for their opinions on the video before I finished it. I made significant changes according to their advice, including re-editing several shots for greater storytelling, adjusting the timing to amplify emotional moments, and boosting brightness and contrast in darker parts. Through a combination of technical expertise, in-depth study, and insightful criticism, I was able to create a music video that incorporates my own creative vision while being faithful to its inspiration.

Making the *Presence – Just Hold On* music video was a rewarding and difficult experience. In order to connect with the target audience, maintain a strong brand identity, and highlight important subjects, I carefully planned the video. I was able to successfully combine imaginative storytelling with conventional music video conventions by conducting a great deal of research and testing. My technical and artistic abilities were able to be improved through this project, and I am pleased with the outcome.