This is what my digipack would look like when put into a DVD case and printed onto disks.
These are some print screens that show the beginnings of my digipack coming together. Here is the original template that we had to use to start making our digipack:
This shows me putting the digipack together bit by bit, for example here the barcode is going onto the back of the digipack.
This is what I first started to design my digipack to look like. However I eventually changed the font as it was too hard to work around, and changed the colour of the text to white so that it linked to the advertisement and showed continuation.
This is my finished digipack outside and inside:
To view them at a larger size, these are the links to view them on Google Documents.
Front/Back of digipack
https://docs.google.com/leaf?
id=0B0DnGj06WOfoZjg1YTM4NzEtYmE0ZC00NGZkLTllMWYt
NWY3NjFjNTVhY2Q3&hl=en
Inside of digipack
https://docs.google.com/leaf?id=0B0DnGj06WOfoMTgzNGVlYWYtOWQ3MC00NDJmLTgwMjItNDA1YWYyNjVkM2M2&hl=en
These are some of the photos that I took for my advert
and digipack.
I really like this photo of the sky line and the tops of the trees. It looks like a pattern and the dark trees standing against the lighter sky is quite effective. Because I took my photos at home in my own time, I downloaded them onto my iPhoto and edited them on that.
The picture above, shows the editing techniques I used on my pictures before I used them for my digipack and advert. I used the "Boost Colour" option first so that the tree tops stood out well against the sky.
I then edited the picture using the "brightness" and "contrast" buttons and this really brought out the blackness of the trees and also the clouds in the sky, which you couldn't really see in the original picture.
This photo is a possibility for my advert. I like this photo because the trees act as a frame around Lucy. I have kept her wearing black so as to stay in sync with the music video, where she will again be wearing black so as to connote death and therefore match the title of the song "My Boy Builds Coffins". Again, I edited this photo by boosting the colour so as to make the colours of the woodland richer, and also edited the contrast, so that Lucy stood out well against the lighter colours around her.
This photo is another possibility for my advert. I like it as Lucy does not fill the screen and you therefore get a feel for the forest around her. I also like how she is more to the left of the photo rather than in the centre. By not looking at the camera, there is a sense of mystery around her, and therefore she fits in well with the theme that surrounds Florence and The Machine.
This is one of my favourite photos that I took and I definitely want to use it for something. The photo gives a really good idea about the surrounding and shows continuation with the filming that we did in these woods. I again edited the contrast so that the trees seemed a little menacing, and it also meant that the sun shining through them was picked up on much better as well, adding to the effectiveness of the photo. Lucy is not recognisable until you really begin to look at the photo and I like how she is perched in the bottom corner, rather than being in the centre and therefore the focus of attention.
This is another one of my favourite photos. I edited the picture by using the contrast button to make the trees much darker against the white sky. This picture fits in well with the inside designs of my flat plans that show the trees branching up towards the sky.
The two pictures above are more that reflect the inside plans for my digipack well.
This photo would work well for the advert/promotional campaign. By having Lucy looking directly into the camera, the audience would feel connected to the musical artist and could therefore be convinced into buying the album or listening to the music.
This photo would work well for the digipack, as the material that is flying out from her hands could continue round towards the back of the pack. I boosted the colour for this photo and made it a lot richer. The contrast was also changed so that Lucy stood out well against her woodland background. I really like the shape she is making with her arms and with the black material and so this would be a good picture to use.
I really like this picture as it shows the surrounding area well. It is the same woods that we shot the music video in and therefore shoes continuation with the video. I edited the contrast on this photo and it really brought out the reflection of the trees in the lake. It also made Lucy look incredibly pale which I liked, as it almost made her seem dead, and joined with the black clothing connoting death this fits in incredibly well with the title of the song we are producing our video to. It also fits in with my ideas that I would quite like a long shot for my digipack or poster. The pose that Lucy is in is also quite mysterious and it looks like she is connecting with the forest around her, therefore taking on the 'Hippy' feel that can be accounted for in many of Florence and The Machines personal music videos.
What is a promotional pack?
A promotional pack is when your music video, single cover and costumes in the music video all follow a similar theme so that they are easy to promote through this theme. A digi-pack is our print task and is a DVD sized holder, that contains our music video and featured song that we have chosen. To full understand what is expected from a digi-pack, we evaluated other digi-packs that previous artists from the popular independent genre that we believe Florence + the Machine fall into.
Evaluation of other digipacks
This is the digi-pack for Mumford and Sons. On their digi-pack, they have their album, 'Sigh No More' and then bonus features which includes a DVD of their music videos for some of their well known songs such as 'Little Lion Man'
This is Mumford and Sons album cover for 'Sigh No More'. There is a clear theme that runs through the album cover and the style in the videos that are featured in the digi-pack. On the front cover, we can see the band in the window of a shop. They are not visibly seen, however we can see that they have quite a distinctive style of clothing, with checked shirts, waistcoats and straw hats. This style of clothing is casual yet, they have made it their own. The front cover also has quite a casual and genuine feel about it, as we can see that it is a simple idea that has worked well and isn't over the top and highly modified on the computer like some other genres may chose to have for their album covers, for example, the R&B genre.
The style that Mumford and Sons portray in this album cover is kept as a prominent theme throughout the videos featured in the limited edition digi-pack. Amazon give you a preview of what is included, and from looking at this we can see that Mumford and Sons stick with their casual image by having the majority filmed in a house that they are all sitting in playing their instruments. We can also see their instruments in the album cover. This is similar to Florence and the Machine, as her harp is seen a lot throughout her music videos. Mumford and Sons are again pictured in similar clothes of waistcoats and checked shirts which keeps in theme with the album cover and the image that is beginning to be associated with them. When I saw them play live at Reading this year, they kept with this style again and so we can definitely say that this style is now their own. Here are a few screen-shots from the special features that show us the continual style and theme.
Another digipack that I analysed was Marina and the Diamonds 'The Family Jewels'.
This is the front cover for the album. There is a similar theme of style that runs through the cover of the album and the music videos for Marina's songs, for example 'Hollywood'.
The flowery pattern background for this album is quite old fashioned and matches the general theme in the 'Hollywood' video including the outfits worn by the people in the video and things like the wallpaper and furniture that makes you think of an older era.
This is the back cover for 'The Family Jewels' album. It shows continuation with the front cover as again it mainly consists of just Marina's head and hair.
These are my digi-pack flat plans:
This is the front page for my flat plan idea. As the song is titled "My Boy Builds Coffins", I have chosen to include the coffin as a shape for my model to be inside and also for the track listing on the back. The trees are included as we are filming our video at Friston Forest, and on the front page, it shows half in the day and half in the night as in our video we want to show a lifetime in a day. I also included swirly flowers around the coffin on the back and on the actual CD in the inside of the digi-pack as I thought this was something th
at Florence and the Machine would maybe use on one of her actual digipacks and from looking at things like her website this is clearly apparent as the theme seems
to be quite natural for example the images of lungs and swirly patterns.
The inside of the digipack shows continuation with the front as there is the pictures of trees.
This is my second digipack flat plan.
The front page sticks with the theme of trees and flowers as this is something I want to definitely have incorporated in my digipack as the filming will take place in a forest. The front of the digipack shows a graveyard and coffin as it links well with the title of the song, "My Boy Builds Coffins". The track listing on the back is quite a simple layout as it means that the song titles are easy to read.
I decided to try a pattern for the inside of my digipack that will hold the discs. I wanted there to be two discs rather than one so that the album could go on one disc and the music video on the second disc. I chose the pattern to be leaves as again this fits in with the theme of the woodland.
This is my third digipack flat plan.
The front cover of the digipack again uses the theme of the coffin. I also kept the leaves to represent the woodland and had them on the floor around the coffin. This is however my least favourite out of all my flat plans.
The back of my digipack again has the coffin so that it feels coherent. I don't like this flat plan however as it feels too plain and simple. I would quite like the track listing on the back of the digipack to be different to just a list running down the page vertically, and perhaps instead have it running horizontally along the bottom.
My finished digipack (at the top of the blog). I am very pleased with it as it looks simple yet professional. The digipack clearly links well with the advert and final music video as it shows similarities in colours and style, for example the font is exactly the same. If I was to change anything, I would probably make the title 'Lungs' a little higher than how they are currently resting on the hill, however when I tried this it was impossible to see the font properly through the darkness of the trees.
My digipack would appeal to my target audience as it doesn't have any specific colours that are stereotypically aimed towards a particular gender. It is also a digipack that looks like it is aimed at an audience that is not any younger than 16 and so would therefore appeal to my target age range of 15-40.
I interviewed some friends that fit in the age range that the National Readership Survey evaluated as being the most popular for Florence and the Machine. This is their opinions on her and her target audience. 
