Digipack Deconstruction

We used the Colour picker tool on Photoshop to get the colour of our title and spine text the exact same colour as our characters costume. Similarly we used it again when blending the spines colour with that of the pastel sky in the background of the shot. The colouring of the original image was edited using iPhoto which we made warmer and added a vintage lens to it, something stereotypical of the genre and seen in our deconstructions.

Although our main character is not central in shot, her presence and vivid costume make her stand out as the most important factor. We took this still specifically when filming this scene as we knew it would be ideal as a part of our digipack. The natural beautiful setting is a stereotypical genre convention with the rolling hills behind connoting freedom and tranquillity, however the bars of the gate almost block this out, representing the restraints and discrimination youth cultures face from society and the media.

The bands name, ‘Russian Rabbit’ is the largest text on the digipack, as well as being repeated down the spine. This shows brand awareness and attracts existing fans of the band to buy their new work. The album title, ‘Journals,’ is in a smaller font but still capitals, showing less importance than the bands reputation and awareness.

We included a ‘Parental Advisory’ sticker at the bottom of the digipack as we know that our target audience are mostly aged 16-25 and therefore would be appropriately aged for this material. The original album the track ‘Young Blood’ came from also had a similar warning.

Again, we used a still we purposefully took when filming for the back cover of the digpack. We liked that Eva was not facing the audience as it mirrors the fact it is on the back. Again, the landscape and nature are a strong feature in the shot, rolling hills seen again behind a fence, representing youth culture as described on the previous slide. We also liked how the tunnel framed the shot so that we could place light text on the areas of the shot where it was in the shadows.

We used the track names on the original Naked and Famous album we took the track from, ‘Passive Me, Aggressive You,’ and placed them again in the same purple as Eva’s costume creating a strong brand image/theme throughout the digipack. We placed these on the pastel blue sky as they stood out well and did not distort the image itself when placed there.

At the bottom we included a barcode to make it look authentic and for it to be easily scanned and sold in stores. We also included some web addresses to social media and the official bands website as our audiences are primarily aged 16-25 which is an age range interested in new media and sharing things online . The more shares our product got, the greater the audience we would gain and therefore increased sales and popularity for the band.

We included a ‘Thanks to…’ at the bottom corner where we thanked the record label and other brands which we knew The Naked and Famous are involved with which added authenticity. We also placed brand logo’s of company's we knew would need to be involved in the manufacture of our digipack, including Sony Music, DVD Video, Fiction Records, Republic Records and DTS.

These are the lyrics to the track we used for our products, ‘Young Blood,’ translated to Russian. We thought this was an interesting concept as it maintained the bands image and related to the bands name whilst also being interesting and unique which is something often seen in this genre’s digipacks (from what we learnt in our deconstructions.)

We wanted to include this image, also taken as a still when filming, as it shows a resolution to the storyline presented in our music video. The two characters are framed well in the tunnels mouth and the darker shades within the tunnel again make placing lighter text on them possible without distorting the central focus of the image. When re-sizing this shot to fit into the inside of the digipack we had to crop and stretch it slightly. We did this through iPhoto before transferring it to Photoshop.

We used the mask as the central focus for the CD itself. We thought this was a key element to all three of our products' theme/storyline and therefore defined them in one image. This took a lot of editing as we had to use many techniques on Photoshop to create the perfect circle that we had never used before. There is a video showing how we achieved this. The album title, ‘Journals,’ is larger than the bands name on the CD as we agreed that now that the consumer has bought the product, the band no longer need selling and the focus is more on the product itself, the album and the tracks on it.