Planning the digipak - Miss Miller

The digipak

A digipak consists of a gatefold style, which is a similar style that is used for books and usually has a paperboard or cardboard outer binding which makes up 6 sides in total, this provides an artist with the opportunity to include more for visual artwork of a higher quality, for example, an image of themselves, and information about themselves for their fans benefit, for example, a digipak will often contain a letter from the artist directly for the audience that helps to add a 'personal' feel to the album as the audience will feel as though they are the only ones that the artist have done this for and that they are directing the letter directly to them and not to hundreds of other people. Digipak's are often used for CD singles or special edition CD albums and are therefore seen more as a collectable and are arguably worth more to the audience due to the fact that there will be the idea that not everybody is going to have them and that they may also include bonus tracks that are not found on the CD. There is usually an unspoken competition between fans regarding who knows more about the artist, or who has met the artist the most amount of times, therefore the audience will want to own something related to the artist that feels more valuable than just a regular CD.

On the other hand, a Jewel CD case which is most commonly used CD case and the one you would expect to see protecting the CD's when they are sold in shops, has a plastic outer shell which helps to protect the paper and CD that can usually be found on the inside, therefore the CD is likely to last longer and may cause the artist to be viewed as more professional. Also, the album details, such as song and album names, are usually solely on the front and the back of the case which is often see-through, therefore this helps to grab the audiences attention because it allows them to see all the necessary information, and if they already know what the album cover looks like it will make it easier for them to spot the album in the shop. Furthermore, a jewel CD case usually contains a booklet made up of the lyrics of the songs from the album, which may appeal to the audience because it will allow them to learn the words to some of their favourite songs.


I will be creating my own digipak for Gabrielle Aplin, who is the artist I have chosen to use for my final music video production in order to promote the artist as well as the album that she has released. Planning is important in order to create an effective digipak because I will need to think about the colours and images that I am going to use, and the information that I am going to include in order to promote the artist and her new album well so that an audience will want to buy it. Furthermore, planning the digipak helped me to decide which conventions I should include so that an audience will associate the digipak with the artist and the indie genre, for example, the use of isolated locations shows the artist as being an individual, and the use of affordable clothing which she will be seen wearing in the images will help her to be seen as more relatable, due to the fact that her audience may not be able to afford designer brands that celebrities are often associated with wearing.


I decided to use a variety of colours on my digipak, in particular natural colours for the images of the artist, for example, there will be no special effects added onto the image because I want her to appear more genuine and relatable, which is conventional to the indie genre due to the fact that indie songs are often based on real life experiences, which is why their music often feels more realistic and makes the audience feel as though they are not going through these experiences alone. I wanted the colours of my digipak to convey the emotions of the album, therefore the use of colours such as blue and purple compliment the song names "please don't say you love me" and "home" which sound as though they are going to be personal to the artist which is conventional to the indie genre due to the fact that indie artists often write their own songs that are based on real life experiences. Furthermore, I used the colour blue on every slide within my digipak due to the fact that the indie genre is often perceived as being emotional and the colour blue relates to the term "feeling blue" which implies sadness and suggest that her songs are going to have a deeper meaning to them. These colours will appeal to the target audience who will be keen to know more about the artist and will feel as though they will be able to do that by listening to her music which is personal to her. Also, these colours will help me to promote the artist effectively due to the fact that the target audience will want to know more about the artist and the use of these colours will suggest that her music is going to tell them more about her due to it being based on real life experiences. She will be viewed as more realistic and as someone who the audience can relate to, which will make it easier for them to build a relationship with her because she does not flaunt the money that she may have and her fame to an audience who may not be able to relate to that type of lifestyle.

For the cover of the album and digipak I decided to use a close up of the artist which is conventional to the indie genre due to the fact that they help the audience to see how the artist is feeling and will give the digipak more of a personal feel because indie artists are often perceived as writing songs that are based on real life experiences that they believe the audience will be able to relate to so that they can show them that they are not going through these experiences alone. The use of a close up could represent the artist as being more realistic because they audience will be able to see how she is really feeling, rather then how she wants the audience to think she is feeling, which therefore makes things seem better than they already are. I also decided to use side profile images of the artist in order to suggest the idea that there are many different sides to a musician, especially indie artists who often use their music to tell their audience more about themselves, due to the fact that their songs are often based on real life experiences. I felt that the use of these images would help my artist to be perceived as more down to earth due to the fact that she can be seen wearing affordable clothing, for example, leggings and a grey tee shirt, natural looking makeup and in easily accessible locations, which implies that she has not been changed by the music industry in order to fit into the mainstream and that she enjoys what she does, which suggests to the audience that she is passionate about sharing her music, as opposed to just being in the industry for the money. I also decided to use an image of the sky for the CD itself, due to the fact that the weather often connotes the idea of different emotions, for example, sadness which is conventional to the indie genre due to the fact that indie artists are often perceived as writing their own music that is based on real life experiences, which therefore allows the audience to get to know more about them through the stories that they tell them and helps them to be viewed as more realistic. The use of these images will appeal to the target audience who will be able to clearly see what the artist looks like, and therefore if they see images of her in other aspects of the media, such as a magazine article they will be more likely to want to find out more about her which will help to increase her exposure within the music industry which could also help to make her more successful, as there may be magazine readers who do not know who she is, but may be interested to listen to some of her music after reading about her. Furthermore, the use of these images promotes the artist as being more natural, due to the fact that she appears happy and caught in the moment, especially in the side profile images of her, which suggests that the picture could have been taken by a friend, rather than for the purpose of the digipak. The use of images overall will benefit the artist due to the fact that they will help the audience to recognise her and her album when they are looking in stores that sell music.

The front cover of the album clearly tells the audience the name of the album and artist, and shows them an image of what she looks like, which is beneficial to the audience because it shows them what to look out for if they want to buy her album in the shops. The audience are shown all of the necessary information, for example, the name of the album and artist are in bold above the image of her which could suggest that she is trying to promote her music rather than herself, which is conventional to the indie genre due to the fact that indie artists are perceived as caring more about sharing their music with an audience rather than trying to become as famous as they possibly can, which therefore implies that they are not in the industry for making money and helps to explain why they are always on the road performing for their fans. Furthermore, the written information within the digipak is separated between images of the artist, one of her side profile, laughing and one of her standing in front of a brick wall, isolated locations of which are conventional to the indie genre due to the fact that indie artists are often perceived as doing their own thing and as not fitting into the mainstream. Also, the image of her laughing suggests that the shot is candid and helps to represent her as being more natural due to it suggesting that the picture was taken by a friend, rather than for the purpose of a digipak, therefore she is not posed for the camera and is not trying to make herself look as good as she can, which helps to make the digipak and the artist feel more realistic because nobody looks good all of the time. Also, the audience may not be able to afford plastic surgery which is often associated with the music industry to make celebrities who are constantly in the public eye appear younger than what they are. On the back cover of the digipak the audience are shown a list of her song names, for example, "home" and "salvation" due to the fact that some of these songs will have been released before the digipak itself, therefore if the audience have already listened to these songs and like them, they will be more inclined to want to buy the full album. Also, the songs are written in order from the shortest length of the song name to the longest, due to the fact that, not only did I feel this was nicer for the audience to look at, but it also made it easier for them to read because the words flow the same way their eyes will as they are reading.

The typography that I decided to use for my digipak appears to be handwritten which I felt would help me to give my digipak more of a personal feel to it because it will look as though it has been written by the artist herself, which I hoped would help to try and persuade the audience to buy the album because there will be the idea that they will be able to feel closer to the artist, which is also conventional to the indie genre because indie artists are often perceived as writing their own songs that are based on real life experiences which allow them to tell the audience more about themselves and is beneficial for the audience due to the fact that Gabrielle Aplin was new to the music industry, therefore not many people will know that much about her and so the digipak will need to promote and introduce her into the industry which will allow her to build up an audience who she will be able to direct her future songs towards and who are going to buy her music. Furthermore, on the fifth side of the digipak I have included a written message from the artist thanking her audience because I feel that this will help to give the digipak more of a personal feel to it because the audience will feel as though the message is directed to them and not to hundreds of other people, and the message itself tells the audience how the artist feels about them. A digipak may often be seen as more valuable due to the fact that a typical jewel CD case does not include a message from the artist and usually contains less images and information about the artist, therefore the audience will view the digipak as being something that other fans may not have. I have used mostly informative language within my digipak, for example, a list of the songs that feature on the album on the back cover of the digipak and the name of the artist and album on the front of the digipak because I felt that by showing them this, the audience would know what to look out for if they want to buy the album in stores.

My digipak differs from a jewel CD case in many different ways, for example, there is a small message written by the artist to the audience thanking them for their support which helps to give the album more of a personal feel and helps to build upon the relationship between the artist and the audience because the typical jewel CD cases will not include this letter, therefore the digipak may feel more valuable to the audience. The digipak will also include more images of the artist and information about her that the audience may not already know, which helps to make the digipak feel more personal and also gives the album more of an individual feel because most people will own the jewel CD case.
In my digipak, I feel as though my artist is represented as being natural and as someone who cares about her fans, for example, by including a handwritten letter for the audience from the artist helps to give the digipak more of a personal feel because the audience will feel as though the artist is talking directly to them, and due to the fact that not everybody will own the digipak version they may be seen more valuable to the audience because not everybody will have a letter from the artist. Also, there are more sides to a digipak compared to a jewel CD case, therefore the audience will be given more information regarding the album and will be shown more images of the artist that they may not have seen before which may make them feel as though they are getting to know more about her. The majority of the conventions that I decided to use within my digipak conform to the indie genre due to the fact that I wanted my digipak to be recognisable as part of the indie genre and for the audience to associate my artist with the indie genre, for example, the use of emotional colours such as blue to imply that the songs have been written by the artist herself and are based on real life experiences. Also, the use of a close up of the artist for the cover of the digipak is conventional to the indie genre due to the fact that it will give the audience a clear image of what the artist looks like and shows them how she is feeling which is conventional to the indie genre due to the fact that indie songs are often based on real life experiences. Furthermore, if the audience know what she looks like, when they see images of her in other aspects of the media they will be curious to find out more about her. I have also decided to make the typography on the digipak appear as though it has been handwritten by the artist, as I believe this compliments the idea that indie artists write their songs themselves, which also helps to give the album and digipak more of a personal feel. Having said that, the use of a long shot image of the artist is arguably subversive of the indie genre due to the fact that indie artists are often perceived as being open about their feelings which is why they usually use close ups as this allows the audience to see a clearer view of their facial expressions, however, a long shot creates a sense of mystery due to the fact that the audience will not be able to see her face, although this could represent the fact that she is knew to the music industry, therefore not many people will know that much about her and so in that sense she is still a mystery. The digipak promotes the indie genre as containing songs that are based on emotional experiences, for example, the use of the colours blue and purple and the visuals of clouds on the CD itself connotes the idea of sadness, which compliments the perception that indie artists often sing about emotional experiences that the audience may be able to relate to. The indie genre is a more personal genre of music as the narratives within the songs allow the audience to get to know more about the artist. Through the use of a long shot image of the artist, Gabrielle Aplin is perceived as being mysterious which is arguably due to the fact that this was her debut album and she was new to the music industry, therefore people will not know too much about her and in that sense she is a mystery. I feel as though I am more aware of the images that I need to take for my digipak due to the fact that I have already planned what I want my digipak to look like, therefore when I am filming I will know the exact shots that I need to take and how I want the artist to appear in the images. Also, through planning the digipak I have decide to try and use as little Photoshop as possible, due to the fact that indie artists are often perceived as being more natural and relatable, however, Photoshop is often used to change images and to make things appear better than what they are. I could potentially use Photoshop to enhance the writing and key information on the digipak, for example, the name of the album and the song names due to the fact that they are the most important aspects of the digipak. I don't want the audience to be able to tell that the images used in have been Photoshop because I feel as though this would be subversive to the indie genre.

Individual digipak - Miss Miller

Individual digipak

The purpose of a digipak is to promote an artist to their target audience in order to advertise the release of a new album which has the potential to boost the sales of the album which is beneficial to an artist due to the fact that this will result in more money being made. A digipak helps an artist to build a relationship with their fans due to the fact that it often includes several images that allow an audience to see what an artist looks like and how they are feeling which helps to give the product more of a personal feel, which is conventional to the indie genre because indie artists are known for writing their own songs that are based on real life experiences. Furthermore, the back cover of the digipak usually includes a list of song names that feature on the album which benefits the artist due to the fact that singles will often be released before the album itself, therefore if the audience like the songs that they have listened to, they will feel more inclined to buy the entire album which will further boost the sales for the artist.
The reason we used the software Photoshop CS6 to create the digipak due to the fact that it is used by all of the professionals, therefore we felt it would help us to give our own digipak's more of a professional feel. Also, this particular software allowed us to experiment with different colours and lighting, for example I was able to use a black and white setting in order to make the lighting of the images more low key which was beneficial because indie music is known for having a deeper meaning. Furthermore, I could download different styles of font such as Photographs, DK Lemon and Luna from the website 'dafont' to use on my digipak that complimented the indie genre more due to the fact that they looked more handwritten which is conventional because indie artists are known for writing their own music. I came up with the idea for my digipak, firstly, by researching what a digipak was and what it should include, for example, the name of the artist, the name of the album, images of the artist and songs from the album. Also, through analysing other indie artist digipaks, such as Ed Sheeran and Gabrielle Aplin I was able to identify common features in each which were conventional to the indie genre and that I could include in my own digipak to help make it recognisable, for example, the use of a handwritten/typed style of font is conventional due to the fact that the indie genre is often perceived as being old fashioned and a typewriter is seen as a vintage way of writing. I feel as though the use of a handwritten font will make the digipak feel more personal, due to the fact that it could imply that the artist has written it herself which is conventional in the sense that indie artists are known for writing their own songs that are based on real life experiences, which therefore allow the audience to get to know more about their personal life.

The front cover will appeal to the target audience due to the fact that they can clearly see what the artist looks like through the use of a close up image which allows them to see how she is feeling. Furthermore, by including the name of the album means the audience will be able to go and buy the album in the shops and listen to her new music and the audience may be aware that indie artists often write their music themselves and will therefore feel as though they are going to be able to find out more about the artist by listening to her music. This will also help to promote the artist effectively because the audience are made aware of what her new album is called which could result in more sales for the artist and more money being made due to the fact that they know what to look out for in the shops. The use of the colours black and white for the image of the artist and for the writing on the front cover are arguably conventional to the indie genre due to the fact that indie is often perceived as being old fashioned and as not fitting into the mainstream. The colours connote the idea of the past and help to give this slide more of a vintage feel, which could therefore suggest that the artist is going to share past experiences with them through her music. I decided to keep the image in colour due to the fact that I felt this would help the darker writing to stand out to the audience which will benefit the audience because they are the most important aspect of this particular slide. I feel as though the use of a close up image of the artist will help the digipak to feel more personal as the audience are able to clearly see what she looks like and what her facial expressions which is conventional as indie artists often release their emotions within their music by writing and singing about past experiences, and this could therefore imply to the audience what they can expect to hear on the album. Furthermore, in the image the artist arguably looks caught off guard which is conventional because indie artists are perceived as not caring so much about what they look like and with keeping up with current fashion trends. Also, the audience can see that she is not wearing designer clothes which helps her to come across as being more relatable and realistic due to the fact that not all of her audience will be able to afford designer brands and is also conventional to the genre which is often perceived as not fitting into the mainstream. Furthermore, the darkness of the image arguably implies that her songs are going to have a deeper meaning to them which is conventional due to the fact that indie songs are often based on real life experiences which are not always happy experiences. For the layout and design of this slide I decided to position the name of the artist above her image due to the fact that I felt this would help the audience to associate the name with the face. Also, I felt as though the audience would be more likely to remember who she is and what she looks like. Furthermore, I wanted the front cover to look similar to the front cover of a book due to the fact that celebrities often release books that allow their fans to get to know more about them which is conventional to the indie genre due to the fact that indie artists often write their own music which is based on real life experiences. I used a handwritten style font for the name of the album due to the fact that I felt this would make the digipak feel more personal because it looks as though the artist has written it herself which is conventional to the indie genre as indie artists are often associated with writing their own songs that are based on real life experiences that the audience will be able to relate to and that allow the audience to get to know more about the artist. Furthermore, the boldness of the album name helps the name to stand out on the cover and is more likely to be remembered by the audience who will know what they are looking for if they want to buy the album from the shops. It can be seen that these two fonts are used continuously throughout the digipak as I felt this made the digipak look more themed and helped to tie the whole thing together. Also, I added a darker outer glow to the white writing due to the fact that these colours contrasted each other and therefore helped the name of the album and artist to stand out which is beneficial because they are the most important aspects of the front cover. Furthermore, the language used on the front cover is arguably informative, for example, I have included the name of the artist and the name of her album so that the audience are made aware of who she is and her name purposely sits above the image of the artist due to the fact that I felt this would help the audience to associate the name with the face. Furthermore, by including the name of the album the audience are made aware of what the new album is called so they will be able to go out and buy it in the shops which is also beneficial for the artist due to the fact that this could lead to more sales and more money being made which is beneficial due to the fact that the success of an artist depends on whether or not an audience buy into their music. I feel as though my digipak represents the artist as being old fashioned especially through the use of the colours black and white which connote the idea of the past. I also feel as though the digipak represents the artist as being more personal and talented through the use of a handwritten style font which she implies that she has written the music herself.

This side of the digipak will promote the artist effectively due to the fact that I have included the name of the artist and the name of the album on the CD, therefore they will be constantly reminded of who she is whenever they listen to her music, this is beneficial to the artist due to the fact that it may help to boost her exposure and keep the audience interested in her life. I decided to use dark colours such as black, brown and dark green on the CD due to the fact that both the front and back covers of the digipak also have a lower key lighting, therefore this slide will complement the rest of the digipak. Also, the use of a lower key lighting is also arguably conventional to the indie genre due to the fact that indie artists often write their own music based on real life experiences, therefore it could be suggested that indie songs often have a deeper meaning to them because they are personal to the artist, therefore the darker colours could imply that through her music the artist is going to express things about her that the audience do not already know. Furthermore, the darker colours could create a sense of mystery about the artist due to the fact that she is new to the music industry therefore the audience will not know that much about her and may therefore feel more inclined to want to buy her album and listen to her music in order to get to know more about her. An image of an isolated location such as the forest is conventional to the indie genre due to the fact that these places can be easily accessed by the audience, therefore the audience may be able to relate to these places due to the fact that it is possible that they may have been there before themselves. This may also make the artist more relatable because the audience often perceived artists as having lots of money and living expensive lifestyles, however, indie is not the most popular genre of music, therefore indie artists do not make a huge amount of money. I decided to use an image of a forest due to the fact that in the actual music video that we created, some of the scenes take place in a forest such as the running scene and the scattering of the ashes scene, therefore the audience will be able to see a theme that relates the digipak to the music video. For the layout and design of this slide, I decided to position the name of the artist above the name of the album due to the fact that this is the same way the names are set out on the front cover of the digipak, therefore the two slides complement each other and can be identified as part of the same product. Furthermore, the use of the two different fonts (DK Lemon and Autumn Chant) are the same as the two fonts used on the front cover of the digipak, therefore the audience will be able to see that there is a clear theme throughout the digipak, and therefore all of the sides will complement each other. The audience may also find the digipak more interesting because it does not all look the same, and the change in fonts show clearly what the name of the artist is and what the name of the album is, that way the audience have no doubt. Furthermore, the use of a handwritten font (Autumn Chant) is conventional to the indie genre due to the fact that indie artists are known for writing their own songs that are often based on real life experiences, therefore the audience may feel as though they will get to know more about the artist by listening to her music. I was inspired to use this style of font after analysing Gabrielle Aplin's digipak because this style made the digipak feel more personal to her like she had taken the time to write the information herself. Also, the language used on the CD is very informative such as the name of the artist and the name of the album which means the audience can know clearly what type of music they can expect to hear due to the fact that they may associate the name with the indie genre, if they already know who she is. Also, they may recognise the artist or some of her music due to the fact that artists often release singles before the whole album, therefore they may have already heard some of her songs and like them. The use of an image of the forest could represent the artist as being quite mysterious which she is in the sense that she is knew to the music industry, therefore the audience will not know that much about her, however, they will be able to find out more about her by listening to her music because indie artists often write their own music based on real life experiences, therefore her songs may give the audience an insight into her private life.

This side profile image of the artist laughing will appeal to the target audience due to the fact that this could be an image of the artist that may only be available on the digipak which may make it feel more valuable to the audience because there is the idea that not everybody will have bought the album, therefore not everybody will be able to see this image of her. The audience may also like how happy she looks in the image which will also promote the artist effectively due to the fact that the audience can clearly see how she is feeling; therefore, her facial expressions may suggest to them that she enjoys what she does or that the songs on her album will make the audience feel happy too, which may interest them into buying the album. The colour of the image is black and white which I felt was more conventional to the indie genre compared to if I had left it in colour due to the fact that indie is known as being an old fashioned genre of music and the colours black and white connotes the idea of the past. Furthermore, there is a low key lighting theme that can be seen throughout the digipak which therefore makes my choice of colours feel more purposeful and will show the audience that there is a specific mood and could foreshadow what the style of music is going to be like. The side image of the artist is arguably subversive in the sense that the audience are not given a clear visual of what the artist looks like, however, she is a mystery in the sense that she is new to the music industry, therefore the audience will not know that much about her, this may therefore entice the audience to want to buy the album due to the fact that indie artists often write their own songs based on real life experiences which make it easier for the audience to get to know more about their personal life. I decided to use this side profile image of the artist laughing due to the fact that the visuals of her laughing implies that she is happy, which could suggest to the audience that the music on the album is going to make them feel happy, too, this is because indie artist often write songs based on how they feel and the lyrics clearly show the audience how they were feeling while they were writing the music. I was inspired to use this image after analysing Ed Sheeran's advert for his album '+' which features an image of him laughing which made him look happier and more relatable to the audience. Also, the photo looked more candid compared to had it been taken by a professional photographer for the purpose of the magazine advert, which I felt the audience would be able to relate to more due to the fact that not many people will be able to relate to the lifestyle that celebrities live who often have photographers taking pictures of them. The image is a close up of the artist therefore it takes up the entire square which means the audience can clearly see only her which could imply that she is the most important aspect of this slide, therefore this slide is entirely based on promoting her to the audience which is beneficial because she is new to the music industry, therefore the audience are likely to be curious to find out more about her in order to build a relationship with her. The artist needs to establish an audience who are going to buy her music which will help to make her career more successful, due to the fact that more fans will lead to more views of her songs and more money being made. There is no writing included on this particular slide of the digipak, which therefore causes the artist to be the main focus and most important aspect of this side which is arguably subversive of the indie genre due to the fact that indie artists often care more about exposing their music to larger audiences rather than being concerned with what they look like and keeping up with current fashion trends due to the fact that they write their music themselves, therefore the lyrics relate to their lives and are more personal to them. This is conventional to the indie genre due to the fact that the genre does not fit into the mainstream, which is why indie artists are often perceived as always being on the road for gigs in order to expose their music to a larger audience. I feel as though this side of the digipak represents the artist as being a happy person through the use of the visuals of her smiling, which could make the audience feel as though her music will give off good vibes and that they will want to listen to her songs over and over again, therefore the album is worth buying.

The image itself will appeal to the audience due to the fact that in the image she is looking towards the ground which will create a sense of mystery about her because they cannot clearly see her facial expressions or how she is feeling, therefore they may be curious to find out more about her. Furthermore, the audience are shown what the names of her songs are, all of which have quite personal names such as ‘Please don’t say you love me’ which could imply that they will have a deeper meaning behind them. Also, some of her songs including ‘Panic chord’ will have been released before the album itself, therefore if the audience have listened to these songs before and like them they will be more likely to want to buy the whole album. The names of her songs on the back cover will promote her music which is beneficial as the music is the most important aspect to indie artists due to the fact that they often write their own songs based on real life experiences which therefore makes the music more personal to them. An indie artist will want to sell their music to as many people as they can because indie is not the most popular genre of music, therefore indie artists will not make a huge amount of money which is why they are often perceived as always being on the road gigging in order to increase their exposure cheaply but on a wide scale. Furthermore, singles are often released prior to the release of the whole album, therefore if the audience have heard some of her songs and like them they will be more likely to want to buy the entire album in order to listen to the songs that were not released as singles which could result in more sales for the artist and more money being made, this could also increase an artist’s chances of being successful. For the colours I decided to use a lower key lighting for the image of the artist by lowering the brightness in order to give it more of an old fashioned feel which I felt would be more conventional because indie is often perceived as being more vintage and as not fitting into the mainstream like the pop genre which connotes the idea of bold, bright colours such as pink. Also, the audience can clearly see that the artist is wearing a grey, long sleeved top that is not revealing at all which arguably represents her as being more relatable because she does not come across as caring about current fashion trends and wearing designer brands, which some of the audience may not be able to afford. Furthermore, because the writing is white and has a white outer glow, the darker background enables the information to stand out clearly on the image which is beneficial to the artist due to the fact that the music is really important to them due to the fact that they write their own songs which makes them more personal, therefore they will want to give it as much exposure as they possibly can. Also, this allows the audience to know what to expect to hear on the album who may have already listened to some of the songs such as ‘Please don’t say you love me’ that were released as singles before the album itself, therefore if they liked those songs they will be more likely to want to buy and listen to the whole album. Furthermore, the use of the colour white for the written information could connote the idea of innocence, which relates to the artist due to the fact that she is new to the music industry, therefore she is yet to become a product and does not know what to expect when it comes to the release of her album, she has to rely on the exposure that she is receiving through her digipak. In the image of the artist she is not looking directly at the camera which creates a sense of mystery about her, however, she is a mystery in the sense that she is new to the music industry, therefore not many people will know that much about her. The audience may feel as though they will get to know more about her by listening to her music due to the fact that indie artists often write their own songs based on real life experiences, therefore the audience will have to buy the album in order to find out more about her. This is arguably shown by how personal the names of her songs are such as ‘Please don’t say you love me’ and ‘Home’ which sound as though they relate directly to the artist. The image of the barcode was used to show the audience that it is an item that can be bought in stores which I felt would make the product feel more personal to the audience because they can own it individually, however, the image is only small due to the fact that it is one of the least important aspects of the slide. I also included a small image of the Parlophone record label logo to show the audience who my artist is signed to in order to ensure that the label get their recognition for their contribution to the artist’s success due to the fact that they are arguably the foundation for their career because record labels often provide their artists with funds and promotion in order to expose them and their music to an audience who are going to buy into their music and aid their success. I positioned the name of the record label and barcode in the corner of this side due to the fact that they are arguably the least important aspects of the digipak therefore I wanted the audience to pay more attention to the image of the artist which was placed in the centre of the page, drawing the audience in to looking at her and giving them a clear view of her face. I also wanted the name of her songs to catch the audience’s attention which is why I made the information bold by using a white outer glow, however, I did position the songs names slightly off to one side in order to ensure that they didn’t cover the artist image. It was important for me to make these specific sections stand out due to the fact that the audience are more likely to know who she is and some of the songs that she has released as singles, rather than the record label that she is signed to, therefore they will be more likely to stop in a shop if they see an image of her or if they recognise the song. I have used an outer glow for most of the written information throughout the digipak in order to help the most important aspects to stand out, for example, on this particular slide I used a white outer glow because I felt that, against the darker background, the white would help the writing to stand out, allowing the audience to clearly read what the song names are. At first, I struggled with getting the written information to stand out against the image of the artist, due to the fact that the background was so dark, however, after experimenting with the font setting (fx) I realised that the outer glow was good for helping the important information such as her song names to stand out. The language used on the back cover is very informative, for example, I included the song names that feature of the album such as ‘Salvation’ due to the fact that some of the songs will have been released as singles before the album itself, therefore if the audience have listened to and like some of the songs, they will be more likely to want to buy the entire album, which benefits the artist as it is more likely that the audience will buy the whole album which enables them to make more of a profit. Indie is not the most popular genre of music due to the fact that it does not fit into the mainstream, therefore indie artists do not make as much money as the artists within the more mainstream genres such as pop and rap do. The use of a handwritten font for the song names could suggest that all of the songs on the album have been written by the artist herself which is conventional due to the fact that indie artists often base their music on real life experiences which also suggests that all of the songs are related to her and are about her life which means the audience will be able to find out more about her by listening to her music.

This image will appeal to the target audience because of how relaxing and easy to look at it is, due to that fact that there is no deeper meaning, therefore there is nothing for them to have to think about. Also, the image compliments the rest of the digipak through the use of low key lighting, which I felt helped to create a sense that there is a deeper meaning behind the album, which may intrigue the audience to want to find out what that is. This conforms to the indie genre due to the fact that indie artists often write their own music based on real life experiences, therefore they are likely to have a deeper meaning and tell the audience things they may not already know about the artist. The use of natural colours such as the green from the grass in the background helps the artist to come across as being more realistic due to the fact the way the audience are seeing the image is the same was she would have; therefore, this implies that there are no special effects used to make the image appear better than what it actually is. This conforms to the indie genre due to the fact that indie is not a mainstream genre of music, therefore indie artists will not make a load of money that can be spent on special effects or studios that they can hire out to film in. Having said that, I did tone down the brightness of the image in order to create more of a lower key lighting which helps this side to complement the rest of my digipak which has a darker theme. The use of a lower key lighting arguably conforms to the indie genre due to the fact that indie artists are known for writing their own music, therefore they are likely to have a deeper meaning to them because they are so personal to the artist, and the lighting therefore arguably foreshadows the mood of her songs such as ‘Salvation’ which may cause the audience to feel as though they are going to find out more about the artist, which will appeal to them because she is new to the music industry, therefore not many people will know that much about her and the artist herself needs to establish an audience who are going to buy into her music and enable her to succeed in the music industry. The audience can see that there is no writing on this particular side of the digipak due to the fact that the image of her hand takes up the entire square which is arguably what I want the audience to focus on. I chose this image of her hand, firstly due to the fact that there is a short scene in the music video of the artist walking through a field, dragging her hands through the branches, therefore the audience will be able to see a relationship between my digipak and the music video itself. Furthermore, this image feels more indie, which will help to make my digipak recognisable within the indie genre as they can see that she is in an easily accessible location which is conventional to the indie genre due to the fact that it is cheaper in the sense that the artist does not have to pay to film there, which is beneficial to them because indie is not a mainstream genre of music, therefore indie artists will not make a huge amount of money that they can spend on special effects or filming in studios with green screens. Also, these are locations that the audience could have been to themselves, which helps to make this side of the digipak more relatable. This side of the digipak represents the artist as being quite mysterious in the sense that they are unable to see her face, however, she is arguably mysterious due to the fact that she is new to the music industry, therefore the audience may not know that much about her, which will also help to promote the artist into the music industry.

This side of the digipak promotes the artist due to the fact that I have included a mid-shot image of her face, which allows the audience to be reminded of what she looks like and by continuing to show the audience images of the artist they will become familiar with her face and will be more likely to recognise her if they see her image in other aspects of the media such as a magazine. Also, she is standing in a setting that looks similar to a performance scene that can be found in the actual music video, therefore the audience will be able to relate my digipak to the video which helps to promote the music video we created, too. Furthermore, the message itself will appeal to the audience due to the fact that this side of the digipak was created with only the audience in mind, therefore they may feel as though the artist thinks about them and appreciates them and it will feel more personal because this is the closest some of them will get to meeting and talking to her. The audience will be able to see that the message is positioned on top of an image of the artist, therefore the audience will be able to relate the message to her which I felt helped to give the message more of a personal meaning and clearly showed them that the words were her own. Similar to all of the other sides of my digipak, this image was also made a lower key by toning down the brightness of the image, however, the audience will still be able to see her face which was made possible by the orange outer glow around her hair which helped to highlight her face. The orange outer glow arguably draws the audience in to looking at the image because it helps to highlight her face, and it also helps to make the digipak feel more realistic due to the fact that the lighting is natural where the audience can see that she is standing outside. This is conventional to the indie genre due to the fact that indie is not a mainstream genre of music, therefore indie artists do not have the money to spend on special effects and hiring out studios. Furthermore, due to the positioning of the image in comparison to the message they will then notice the message due to how it stands out and feel to curious to see what it reads. Having said that, I still managed to keep the written information the most important aspect due to the fact that the colour of the actual font is white, which could connote the idea of innocence which relates to the artist due to the fact that she is new to the music industry, therefore she has yet to become a product and does not know how well her album is going to sell because she has yet to establish an audience who are going to buy into her music. There is also a black outer glow around the message to the artist, a colour which contrasts the white which helps the message to stand out and prevents it from getting overpowered by the image. This is arguably conventional to the indie genre due to the fact that indie artists are perceived as caring more about their music rather than keeping up with current fashion trends, which is down to the fact that indie artists write their own music, therefore the lyrics are more personal and realistic to their lives, and in that sense they are exposing themselves to their audience. The use of the font ‘Autumn Chant’ which looks similar to a handwritten font helps the message from the artist to feel more personal due to the fact that it looks as though she has taken the time to write the message herself, which may therefore make the audience feel as though she cares about them. This is conventional to the indie genre due to the fact that indie artists are known for writing their own music, therefore this may suggest to the audience that this artist writes her own music to, which further helps to make the digipak feel more personal and implies that by listening to her music the audience will get to know more about the artist, which is beneficial to her because she is knew to the music industry, therefore not many people will know that much about her or will know if they like her music; every artist needs an audience to sell their music to. This side of the digipak is arguably the most personal and will be the most valuable to the audience due to the fact that it was created with the audience in mind, for example, the word ‘I’ makes it feel as though the message is coming directly from the artist herself to the people reading, and the word ‘you’ makes the message feel personal to the audience who may feel as though she is speaking directly to them, rather than to the hundreds of other people who may have also bought the album. The message itself helps to give the audience the impression that the artist appreciates them which is important for the artist due to the fact that they would not be successful if an audience did not buy into their music. I decided to use this image of the artist standing in the cornfield because I liked the way her eyes appeared as though she was looking directly at the audience, over the message from her to them. This I felt helped me to make my digipak feel more personal due to the fact that it looked as though the artist was speaking directly towards them individually, which arguably made the digipak more valuable because not everyone will have the chance to meet her, however this message could be similar to something she would say if they ever did meet. The image had to act as a background for the message to the audience due to the fact that they would not have been able to see it had it been the other way round. Also, by positioning the writing in front of her face the audience were still able to see the image but it didn’t take away from the message itself which was the most important aspect of this side due to the fact that it feels more personal to the audience and comes directly from the artist herself.

The main struggle that I faced when using Photoshop was ensuring that the written information on the advert could be seen over the image of the artist which I realised depended on the brightness of the image. After experimenting with the colours, I decided to give my advert a black and white theme to it rather than keeping the image in colour like I had planned to do due to the fact that these are more solid colours and all other colours can be seen over the top of them, therefore I had more choice of the colour font I could use. Furthermore, I also struggled with finding a font that I felt complimented the advert, however, in order to overcome this struggle I had to go onto the website 'dafont' to download different types of fonts that I felt were more conventional to the indie genre such as typewriter and handwritten which were styles that I was inspired to use after analysing Gabrielle Aplin's magazine advert for her album 'English rain' as I felt that these styles helped her advert to appear more vintage and personal which is conventional as the indie genre is often perceived as being more old fashioned, and indie artists are known for writing their own music which is based on real life experiences. On the other hand, after establishing how to use the software and what the software included, I decided to experiment with the effects for the fonts, for example, I added an outer glow to the written information that I felt was the most important such as the artist name in order to help the information to stand out, ensuring that the audience would read it. I also experimented with the colours of the digipak, for example, I used white for the writing itself with a black outer glow due to the fact that I felt the best way to make the writing stand out was by using contrasting colours. These colours are also conventional to the indie genre which is often perceived as being old fashioned, and these particular colours connote the idea of the past.
In conclusion, I feel as though the majority of my digipak conforms to the indie genre, for example, the use of the colours black and white are conventional because the indie genre is often perceived as being old fashioned and as not fitting into the mainstream and these specific colours could connote the idea of the past which will be more personal to the artist due to the fact that there may be things that the audience may not know about her. Furthermore, indie artists often write their own music which is based on real life experiences and most of her songs such as 'Home', 'Please don't say you love me' and 'Salvation' all have personal names which could imply that they are going to be about her life and personal to her, which may interest the audience into wanting to listen to them. Also, the use of a close up image of the artist is conventional to the indie genre due to the fact that indie artists often write their own music based on real life experiences and close up images are arguably more personal due to the fact that the audience can clearly see how the artist is feeling, therefore she is exposed in the sense that the image is all about her and all the audience can see is her. Furthermore, the use of a handwritten font will help the digipak to feel more personal to artist because it looks as though the artist has written the information herself, which is conventional in the sense that indie artists often write their own music which is based on real life experiences that allow the audience to get to know more about them due to the fact that the words relate to their life. The digipak allows the audience to build a relationship with the artist due to the fact that it includes several images of the artist that allow them to clearly see what she looks like and how she is feeling. Also, some of these images may only be found on the digipak, therefore the audience may feel as though they are more valuable because not everybody will own the album, therefore not everybody will be able to see these images. Furthermore, the name of the songs such as 'Home' and ‘Salvation’ imply that the album is going to be personal to the artist, therefore the audience may feel as though they are going to get to know more about the artist if they listen to her music. The digipak will appeal to the target audience, firstly, by how is represents the artist as being more relatable through the use of natural lighting and close up images of her face due to the fact that these suggest that she is not trying to promote herself as being better than what she actually is. Furthermore, the audience will like how personal the digipak is through the use of the message to the audience, the close up images which expose her and the names of the songs such as 'Home' also give the digipak more of a personal feel which is conventional because indie artists are known for writing their own songs, therefore the audience are likely to feel as though they relate to the artist herself.

Group meetings - Miss Georgiou

Group meetings

The purpose of group meetings were to ensure that we all knew what needed to be done before we started to film and we all had the same finished idea in mind and therefore all know what we were working towards. They helped us to set out how we wanted our production to look before we began to film which made it much easier to film due to the fact that we knew exactly what footage we needed. The purpose of the group meetings were to give everyone in our group a chance to express our ideas regarding how we wanted our finished music video to look, for example, we were able to agree who the artist was going to be, the costumes that she was going to wear, who the other characters within our production were going to be and where we were going to film different scenes. I feel as though the group meetings helped our group to work together to create a music video that encompasses all of our individual ideas and to ensure that we all know our roles within the production stages, for example, Molly took the role as main editor due to the fact that she had used the software Final Cut Pro X before and therefore knew how to work it. The meetings were essential because we were not always filming as the whole group, therefore when we had to film individually we knew which sections of the production were ours to film, which prevented us from filming the wrong footage, or from not getting all of the footage that we needed to complete our music video. They helped me and my group to construct our production because they gave us time to discuss the costumes, iconography, setting, actors, cinematography and editing which were all essential for our production. Due to the fact that we knew how every aspect of our music video was going to look, we ensured that every single aspect of the music video had been planned out before the filming begun, therefore we did not waste time unsure of what we were doing, and we could therefore just get on with filming our music video.
I feel as though our strengths as a group were that we were not afraid to give each other constructive criticism if we felt that we would be able to improve our music video in some way, especially when it came to the different camera shots that we could use while filming and the different filters that we applied to our video during the editing stage, such as Combat, which helped to give our video more of an old fashioned feel. This also made it easier for us to come up with a finalised idea that incorporated ideas from everyone from the group. Furthermore, we each had our own individual strengths within the production process, therefore it was easy for us to decide who would take on the different roles within the editing, filming and creation of the group meeting and filming schedule which also ensured that everything was completed on time. Having said that, if I were to carry out our group meetings again, I would consider spending more time looking into different genres of music such as pop, due to the fact that this would enable us to experiment more with the use of green screens and special effects, and we would be able to include more performance aspects into our music video. We would also be able to dress our artist in more extravagant clothing and potentially include a dance number which would arguably be more fun for the audience to watch.

Through carrying out group meetings I have learnt that it is much easier to create a good
product if every member of the group is fully aware of what needs to be done and what the finished product is going to look like. We also felt as though the group members were likely to be more interested in the product if everyone's ideas were taken on board during the planning stage due to the fact that they would feel more involved with what was going on and we could take equal responsibility for the music video. However, I feel as though our group worked really well together which was partly due to the fact that we all listen to similar genres of music and are all avid listeners of the indie genre and listen to and like Gabrielle Aplin as an artist, therefore it was easy for us to decide which artist we wanted to recreate a music video for. We were all set on creating an indie music video due to the fact that we prefer narrative based videos which we felt was easier to do with indie because the lyrics often tell the audience stories as indie artists are known for basing their music on real life experiences.

Photoshoot - Miss Miller

Photo shoot

The pictures that were taken during the photo shoot will be used for creating our individual magazine adverts and digipaks which have the purpose of helping us to promote our artist within the music industry and the music video that we have created by making the audience aware that she is releasing a new album. The use of images helps to create exposure for the artist due to the fact that an audience can see what she looks like and will therefore be more likely to stop and look if they see another image of her anywhere else in the media and become more interested in her and her music which could potentially boost her success within the music industry. An image will allow an audience to see what the artist looks like and helps to give the audience an idea of how she was feeling while the image was being taken which could also suggest how she feels about her music and what she does. This is particularly important for our group due to the fact that our artist was new to the music industry, therefore it is likely that not many people will know who she is so it was important for us to make our audience aware in order for our artists music to sell. It was important to take a variety of pictures because this would mean that we had more pictures to choose from when creating our adverts, especially if we decided to change our advert at the last minute, therefore lots of pictures were needed due to the fact that we needed roughly five different pictures each and we also needed back up pictures in case we did not like the first lot of images. Also, by taking a variety of pictures we prevented our magazine adverts and digipaks from looking the same, which therefore provided the audience with a variety of different visuals of the same artist.

The reason this image was taken was due to the fact that I wanted the audience to be able to clearly see what the artist looked like due to the fact that I was promoting her into the music industry as a new indie artist. This particular image will be used for the front cover of my individual magazine advert and also for the album cover of my digipak, which will be the same image just zoomed out. Another difference between the images will be that on the advert will be in black and white while the image on the digipak will be in colour, due to the fact that I felt this would make the digipak more interesting and would prevent the digipak from looking identical to my advert. The use of a close up image of the artist is conventional to the indie genre due to the fact that indie artists are often perceived as writing their own music which is based on real life experiences that the audience will be able to relate to which therefore makes the advert feel more personal to the artist. The use of the colours black and white are also conventional to the indie genre due to the fact that they connote the idea of the past, suggesting that the image was a memory to the artist which is conventional because the indie genre is often perceived as being old fashioned and as not fitting into the mainstream. I like that in the image Amy looks caught off guard which helps the image to appear more natural, due to the fact that it does not look staged, therefore she appears more realistic which will help the audience to view her as being more relatable because they themselves will not have equipment such as green screens or have studios available to them in which they can take part in photo shoots or change images in order to make themselves look better than what they actually are. The use of colours and images may help the audience to feel as though they will get to know more about her by listening to her music due to the fact that indie artists are often known for writing their own music that is based on real life experiences that an audience will be able to relate to.

I decided to use this side image of the artist laughing because I feel as though she comes across as being happy and more natural looking which could suggest to the audience that she likes producing music and making her fans happy, and that she is not just in the industry for the money which is conventional in the sense that indie is not the most popular genre of music, therefore indie artists do not always make a lot of money from selling their music. I was inspired to take this picture after analysing Ed Sheeran's magazine advert for his album '+', on which the audience can see a candid shot of him laughing which helped to imply that he was enjoying himself, and as being genuine and someone who the audience would feel comfortable to approach. This could also make the audience feel as though they want the artist to do well and will therefore feel happier buying and listing to his music. This particular image will be used on one of the slides on my digipak and will appear in black and white, which I felt would be more conventional to the indie genre which is often perceived as being more old fashioned, and the colours black and white connote the idea of the past. I feel as though this image is also conventional in the sense that the audience can clearly see how the artist is feeling and indie artists are known for writing songs that are based on real life experiences, therefore the audience may feel as though this image captures how she was feeling while she was writing her music, or how the album that she is promoting makes her feel and how the audience can expect to feel while listing to her music. Indie artists are sometimes perceived as writing music that can be quite depressing, due to the emotional deeper meaning that the songs often have, which may sometimes put people off of listing to this genre of music, however, this image may suggest that her music is different when compared to the typical feel of indie music. I like that in the image Amy appears happy which I feel will make the audience feel as though she enjoys what she does and that by listening to her music they will also feel happier and closer to the artist due to the fact that, through the use of close up images it is implied that the album is personal to her and that the digipak is about promoting her as an artist which is beneficial to her due to the fact that she is still new to the music industry, therefore not many people will know that much about her. This image will help the audience to view the artist as being someone whom they can relate to due to the fact that she does not come across as trying to be better than her audience, for example, through the use of branded clothing and expensive jewellery and she genuinely comes across as a happy person and someone who will make the audience feel better about themselves.

The picture of the artist looking towards the ground will be used on the back cover of my digipak, however, I had planned on using an image of the artist leaning against a wall, but the wall that she was leaning against had graffiti on it which I felt could have taken away from the artist herself. Having said that, after finishing my digipak I feel as though this image compliments the other images more and due to the positioning of the image there was enough room for me to include the song names and barcode on the side without covering the image.
It could be argued that the picture is subversive to the indie genre due to the fact that it creates a sense of mystery about her because the audience cannot clearly see her face, however, it could be argued that my artist is a mystery in the sense that she is new to the music industry, therefore not many people will know who she is or the songs that she has produced. This may interest them into buying her album due to the fact that indie artists often open up about their lives through the lyrics of her songs which are based on real life experiences that they have been through which allows the audience to get to know more about them. I like the fact that the image is more to one side due to the fact that this left me enough room to include several song names on the back cover which benefits the audience in the sense that some of these songs will have been released as singles before the album itself, therefore if they have listened to some of these songs before and like them they will be more likely to want to buy the whole album which means more sales for the artist. The audience will also be able to see the image as well as the song names clearly which will help them to build a relationship with the artist because they will know how she is feeling through the visuals of her facial expressions; the fact that she is looking towards the ground could imply that she is sad which compliments the typical emotional style of music that is associated with the indie genre.

This image of the artist walking through the 'cornfield' will be seen on the actual CD within my digipak due to the fact that I liked that idea of the audience being able to see the artist whenever they decided to listen to the CD. I feel as though this image is conventional to the indie genre due to the fact that the audience can see that she is standing in a field and isolated, easily accessed locations which the audience may be able to relate to because it is possible that they have been to these places before, which also helps to represent the artist as being more relatable because people within the music industry are often perceived as having a load of money and therefore as having a glamorous lifestyle that not everyday people will be able to relate to. Due to the fact that indie is not the most popular genres of music, indie artists do not tend to make as much money through selling their music as people within the pop genre, for example, which is much more mainstream and appeals to a wider target audience. In this image, I like the way the audience can clearly see her hair blowing in the wind which I feel helps the image to look more realistic and the artist to look more natural because she does not look staged or like she has been cropped into a green screen. I also like the way the sunlight behind the artist creates a highlight which helps her to stand out on the CD. This image will help the audience to build a relationship with the artist due to the fact that every time they listen to the CD they will see the image of the artist and will be constantly reminded of what she looks like. Also, an image of the artist on the CD may be seen as more valuable compared to a picture of her on a piece of paper which most people could own if they wanted to. Having said that, in the end I decided against using this picture for the CD due to the fact that I had used quite a lot of pictures of the artist in my digipak already and in the pictures she looked similar. I wanted my digipak to be primarily based on promoting the artist, however, I did not want all of the slides to look the same as I felt this could bore the audience and would not look as interesting as using a variety of images, not just of the artist, therefore I have also included an image of the sky and a rainbow.

In conclusion, overall I feel happy with the way my finished magazine advert and digipak both look. Although some of the images I decided to use were different to the ones that I had planned on using, I feel that they were changed for the better, for example, I had planned for the CD slide of the digipak to just be an image of clouds, however, when I was creating the digipak I realised that the sky had no real relevance to the rest of the digipak and therefore did not fit in with the theme that I had established. Due to the fact that I had planned what I wanted my advert and digipak to look like, when the pictures were actually taken, some of them were not as good as what I had thought they would be, therefore I had to use different pictures to the ones I had planned to, for example, for the cover of my advert I wanted to use a close up image of the artist, however, after beginning to create my advert I realised that there would be no room for me to include the written information such as the album name without covering up the artists face, which defeated the point of using a close up image. Furthermore, we did not always get a variety of shots due to the fact we knew exactly how we wanted the artist to look in the images, therefore we only took the pictures that we had in mind, rather than changing up the camera shot and positioning of the artist which meant that when we were creating our magazine advert and digipak we did not have a variety of shots to choose from. Also, because we were not all always around while we were filming the music video, we did not have full control over the pictures that were being taken and we therefore had to rely on the other members of our group to take the pictures that we needed which was difficult because they did not always know what images we wanted.
I feel that my choice of images will represent the artist as being a natural and happy person, due to the fact that the audience will often see her smiling or in a mid shot which gives the impression that she was unaware of the picture being taken, this is especially true for the image used for my magazine advert in which her eyes look wide, suggesting that she was not expecting someone to be taking a picture of her.
It was important to take a variety of pictures because this would mean that we had more pictures to choose from when creating our adverts, especially if we decided to change our advert at the last minute, therefore lots of pictures were needed due to the fact that we needed roughly five different pictures each and we also needed back up pictures in case we did not like the first lot of images. Also, by taking a variety of pictures we prevented our magazine adverts and digipaks from looking the same which was beneficial because we each had our own ideas of how we wanted our advert and digipak to look.