VIDEO RESEARCH COLA - CAMELPHAT & ELDERBROOK - 10 FRAME ANALYSIS

FIRST FRAME:

In this frame, the title and artists are presented in bold, capital yellow letters, in front of a large cream and mint building with a lot of greenery around it; the building and the fact that all of the plants around it are neat and well cut signifies wealth and luxury. The lettering is intertextual to director, Wes Anderson’s style. This gives the viewer the understanding that this music video is creative.

This shot is held for several seconds, then the camera moves towards and into the house at a high speed, as if a person is walking. The door is seen to open by itself, making the viewer feel as if they are welcome to watch. There is use of frame-within-frame shots twice, when entering the house and when seeing the girls, this is used as a cinematic device to separate the viewer to the people in the video and to make it less interactional.

The video slows down once the women are in frame, showing that they are the most important things in the music video, therefore giving them more time. They are all seen to be drinking a red drink, and looking tired or bored. This is juxtaposed to the bright, upbeat, mostly primary colours and clothes they are wearing. The colours on their clothes may also resemble the rainbow, perhaps referring to the LGBT+ community.

The women are all fit and attractive, as well as interesting due to what they are wearing and how they present themselves. The one closest to the camera seems to have a bruise on her leg, perhaps signifying violence. The representation is diverse, featuring ethnic minorities.

The screen then fades into black.

The long tracking shot makes this frame much more interesting than if it had been several, this is due to the different speeds making the viewer focus on the important information and aspects in the music video.

This shot takes around 10 seconds, this is due to it giving information and establishing who is in the video and where they are.

SECOND FRAME:

This shot is in a different room to before, and is much shorter, being approximately three seconds long.

The second frame fades in, showing the girl who had previously been closest to the viewer in the last frame. She is seen to be pulling her closed hands down onto her face, while she stares at the camera straight on; this can signify bravery and determination

She is seen to be laying on the stairs, this is another reminder that the music video is heavily focused on creativity. The camera is zooming away from her, revealing more of the setting.
This somewhat has a frame within a frame effect, as the staircase acts as something to close other spaces off, making the frame square-like.

THIRD FRAME:

This shot shows another woman on the stairs, except she is standing at the top of the stairs, instead of laying on them. This makes it seem as if she has more power than the previous woman. To tie into this, the camera angle is low, making her seem taller and more frightening than she actually is.

The camera moves up as it zooms in on her, making it seem as if a person is moving their head up to see her.

She has direct gaze with the viewer, making her seem even more dominant and powerful.

This frame is slightly shorter than the one before, being around 2.5 seconds. the stairs are again used to  create a frame within a frame camera shot. This can be used as a vector to draw the attention to the subject.

FOURTH FRAME:

This frame is shorter than the previous one, it features another woman staring into the camera. Her arms are crossed, making her seem stern and less approachable than perhaps the woman in the second frame.

The camera is positioned slightly below eyelevel, making it so that she is looking down at the viewer.

She is in a different room than the first two were, as the is in front of a flowery wall paper with a seat beside her.

This is frame is just over 1 second and is edited so that the shot is twisting right.

FIFTH FRAME:

This frame carries on the twisting motion, making it consistent. The woman in this s on the bed and looking to the right side of the camera. The fact that she is the only woman who has not been looking directly into the camera in her singular shot makes it seem as if she feels guilty and is avoiding making eye contact.

This frame is again, short and has quick transitions.

SIXTH, SEVENTH AND EIGHTH FRAME:

I had to have the video for the sixth, seventh and eighth frame included together, as they were too short to edit singularly.

The sixth frame includes another woman, she is in either the same room or at least a very similar one. Although she is wearing sunglasses, she gives the impression that she is staring directly into the camera lens at the viewer.

The seventh frame includes the same woman. In a close up, she is seen to be leaning to the left. This is the shortest frame yet, creating a fast-paced atmosphere. She is looking above the camera now.

The eighth frame is much more different to the rest, as the whole shot is upside down. This is also a long shot, including her whole body, this juxtaposes to the previous one. She is seen to be in basically the same position, perhaps showing that she as a person has not changed, but the environment and state in which she is in has.

NINTH AND TENTH FRAME:

The ninth frame includes the same woman as before, but it is now a mid shot. She is stretching and turns her face from the ceiling to the camera, now having direct gaze with the viewer. As this frame and the three before it, all including the same woman, are very short it makes it very rapid and rushed.

The tenth frame now includes the woman from the fourth frame in, she is laying down and lazily swinging her legs. This shot is again, very short, adding to the fast-paced element of the music video.

FULL TEN FRAMES:

Here are the full ten frames. The frame duration seems to decrease as the music video progressed, creating more tension as it goes along. Consistently throughout there are bright colours, mainly red, blue and yellow. This draws attention to the women. All of the frames start and finish on beat, this is common in dance tracks, as they focus heavily on the beat of the music.
The representations of the characters include a variety of ethnicities. they are also women. this diversity and the fact that the song is about spiking a drink, perhaps shows how common it is. The fact that it only includes women could be representative of how women are most often the subjects to their drinks being spiked. However, the variety of colours that are seen could be intertextual to LGBT+ pride, and be highlighting how it also affects different social groups.
Most of the clothing in this is Adidas, subliminally advertising them, as well as showing brand loyalty between the women. These outfits are up to date with pop culture, due to the popularity of sportswear in 2017, when it was released.