1a) Creativity

Introduction- Creativity is the ' making of the new and the rearranging of the old' (Bentley) this means that creativity in media products challenge the conventions however replicate conventions that already exist to further the knowledge of them. The products that I created was in AS as a production group I created a horror film opening and in A2 I created an online pop up, sponsorship and two adverts advertising sportswear. I feel that my response to being creative began through being influenced by social and cultural backgrounds as well as media products that already exists. This aloud me to expand from the boundaries of the social norm as well as conforming to the norm in my media products.

Paragraph , 2,3,4,5- pick up a skill area that was used in AS and explain how I illustrated this skill. Then develop this and state how I improved this skill or developed it in A2. For example did I use a more advanced software in the second year or more advanced skills and link this back to my creative product being constructed.

My AS brief was to create a film opening of the genre of my choice. The first creative decision that I made was choosing the genre horror. I chose this because I feel that this genre would encourage my creativity skills more as the conventions attached to this genre were already in my knowledge from the use of screaming, blood, haunting woods, the narrative of todorov and the vulnerability of women and children especially.

Firstly I feel that the narrative was a creative decision that was expanded through the use of the digital video camera and the digital software premiere pro. This is because I chose to follow Todorov's theory of equilibrium's this is because this narrative was shown in every horror filming opening that I watched for example Cabin in the woods. Therefore the narrative was seen to be very effective in the genre horror and by a lot of horror film openings showing this allowed my knowledge of the how to present and structure this much simpler. The technology used to film this was the digital video camera and I feel that this technology did enhance my creativity because it allowed me to use a variety of different camera shots and angles to establish the narrative better. For example at the beginning of the opening where there is an established equilibrium shown I used establishing shots, master shots and medium long shots to show the settled and calm vibe between the teenagers showing clearly them socialising and drinking in a park. Furthermore to show the transition between the equilibrium and the disruption of the equilibrium the camera shots were shown at a faster pace and the shots were close up, medium shots and medium close ups that showed a variety of angles to express a panic in the situation and no escape for the main protagonist trapped. In addition the stylistic techniques that I used to show more creativity was applied from the digital software premiere pro this was because I used the techniques of the razor tool, dip and fade to black. The razor tool enhanced my creativity as it allowed an individual shot to have parts removed to speed up the action as well as dip to black transitions to be made to create an haunting feel to the shots. Furthermore premiere pro also allowed me to organise my shots in the order that I specifically wanted it. This then allowed me to demonstrate the flash back that I had shot and to adjust the levels of the shots to show the contrast between the flash back and real life.  I feel that these skills used with the digital camera and premiere pro software related to the vision of identity because it allowed the identity of the character 'Riley' to be seen as the vulnerable female who is scared and weak through out the film opening which shows me conforming to the original stereotype which is shown in horror film openings that already exist in the media.

Another skill area that I feel enhanced my creativity shown was the sound. This is because the sound was produced through the technology of the digital mike which allowed the sound being said to not have any distractions in the background and to make the voice sound very clear and projective as possible. The sound that I chose to incorporate in my film opening is the sound of screaming, the nursery rhyme 'Ring a roses', 'ready or not hear I come' and general conversation between the teenagers about the horror rumour they had heard. The sound was upload through the digital software iTunes and then dragged onto the software premiere pro where my film opening was being constructed. I feel that the technology premiere pro enhanced my creativity as it allowed the nursery rhyme of 'ring a rose' to be voiced over while action was being presented on screen to create a haunting feel and to also show the vulnerability of a childrens song being exposed to evil. During this creative construction I feel that an obstacle was highlighted this is because the sounds were recorded separate to the filming therefore I found it a struggle to fit the sound to the voice movements in the horror film opening. Therefore I had to adjust the speed and pace of the sound to attempt to make them work.