Statement of Intent Coursework

I plan to create a music video for the song "We are never ever getting back together" By Taylor Swift. I chose this song because it has a strong emotional message about love, patience, and commitment, which I think fits well with a romantic storyline. My video will follow a couple who meet when they are young and reconnect years later, showing how their love has lasted over time. The main themes of my video are love, time, and devotion. I want to show how real love can survive distance, change, and the passing of time. 

My target audience is teenagers and young adults aged between 13 and 25. They are likely to enjoy emotional and romantic music videos that they can relate to. This audience often watches and shares music videos on YouTube, TikTok, and Instagram, so I want my video to be visually engaging and easy to connect with on those platforms. I also want the audience to feel emotionally involved, as if they are part of the couple's journey and memories.

I will use a combination of narrative and performance to tell the story. The narrative will focus on key moments in the couple's relationship, while short performance sections will include arguments to link to the storyline. I will use cooler tones to show sadness or distance. I will also use black and white to shown the past. A variety of camera shots will help create emotion, such as close-ups for facial expressions and wide shots to show setting and time passing. Editing techniques like cross-cutting and fade transitions will link the past and present together smoothly. 

My music video will follow pop-ballad conventions  by focusing on storytelling and emotion. My aim is to create a touching and cinematic video that reflects the message of "Some endings are just new beginnings."