CREATIVE CRITICAL REFLECTION

In this creative critical reflection, I will analyze the themes, production process, and audience engagement of my music video for Presence – Just Hold On.

This music video was created to bring the song’s emotions to life, blending visuals and storytelling to make the feelings more relatable. Through this project, I aim to highlight important social issues, build a strong artistic identity, and connect with my audience in a meaningful way. I'll also share how research shaped my creative decisions, making sure every choice adds depth to the story I’m telling.

My music video primarily focuses on making it relatable to audiences who have experienced similar struggles. Like the video emphasizes struggles such as depression, anxiety, which are common in today’s society. Through my Character’s action I showed people how they can overcome these challenges. Many people can relate to the idea of  "not giving up"  even in tough times, which is the main message of the song.

The use of dark lighting, color schemes, and camera movements conveys the transition from struggle to hope. The use of dark lighting that slowly changes to lighter tones shows the main character’s emotional journey, moving from feeling lost to finding hope. I spent a lot of time choosing the location for my movie because I needed a place where the character would feel lonely, like a park at night or a footpath. That’s why I chose this location.

Since the video features only one character, it still aims to connect with anyone facing personal struggles. The character’s journey and emotions are portrayed in a way that can relate to many different people, no matter their background.

Now I will move on to talk about “branding”. Branding is the recognizable aspects of a piece of media such as a logo, color scheme and even the jingle used in advertisements for that piece of media. Companies use branding as a marketing technique to reach a wider audience.

For the music video of "Just Hold On" by Presence, we focused on capturing the feel of the song and connecting it to the artist's style. Presence has a big fan base, and their music videos and album designs are well-known. In our video, we didn’t try to make the characters look exactly like the band members, but we focused on showing the emotions of the song through the characters' expressions and clothes. The colors in the video match the mood of the song, starting with darker tones and gradually moving to lighter ones to represent hope and strength, just like the message of the song.

PRESENCE - JUST HOLD ON POSTER 

 

The poster features a soft pastel color scheme with shades of pink, purple, and light orange, creating a warm and nostalgic atmosphere. The dark black silhouette of a figure contrasts sharply against the soft background, drawing attention to the central subject. The minimalistic design, with a white border and simple black text, enhances its clean and modern look. This color scheme evokes emotions of hope, reflection, and resilience, aligning with the theme of “JUST HOLD ON”. 

The audience for my music video is people who go through tough times and need motivation to keep going. The song "Just Hold On" has a deep message about staying strong, which many can relate to, especially young people facing struggles. Fans of Presence and similar artists would also enjoy it because of its emotional feel. Through simple but powerful visuals, my video connects with viewers on a personal level, reminding them to keep holding on no matter what life throws at them.

To keep the audience engaged, I used a variety of camera angles to create a dynamic and immersive experience. Close-ups shots highlights the emotions, while long shots capture the atmosphere of the setting. The lightning plays a important role in setting the mood. I used dark lightning to create a deep atmosphere.

Social media played an important role in engaging the audience before and after the release. I asked the viewers to share their thoughts about the video. My music video is mainly targeted at males who are interested in this genre, as they are more likely to relate to the themes and aesthetics of the video. By combining strong storytelling, cinematic visuals, and audience interaction, my video keeps viewers engaged, making them feel both connected and inspired by its message.

Thorough research helped me make informed creative decisions, ensuring my video followed music video conventions while also introducing unique elements. I also view other music videos to see the camera work and I like the camera movement and editing techniques of these videos “The Hills" – The Weeknd” and "Sad!" – XXXTentacion”.  

To make my video engaging I use different camera angles. Like Close-ups shots, Long shots, and medium shot. Since my video closely follows the original "Just Hold On" video, I made sure to recreate similar visual styles and framing techniques while adding my own unique elements.

In my video, I focused on emotional storytelling to help the audience connect with the theme. I used a dark and moody look to match the song’s tone and kept the focus on the protagonist’s journey rather than including performance-based shots. This helped the video feel familiar while also making it personal and unique. However, I also made some creative choices to make my video stand out. Instead of using too many special effects, I relied on natural lighting and real emotions. I also avoided fast-paced jump cuts and used smooth transitions and slow-motion to build emotion and keep the story engaging. 

One of the biggest challenges I faced was lighting, especially when changing locations. Since different places had different light sources, I had to carefully adjust exposure and use artificial lights when necessary to keep everything consistent. Before finalizing the video, I showed it to friends and family to get their opinions. Their feedback helped me make improvements, such as adjusting brightness and contrast in darker scenes, refining the pacing to make emotional moments stronger, and re-editing some shots for better storytelling. By combining research, technical skills, and feedback, I was able to create a music video that stays true to its inspiration while adding my creative touch.

Creating this music video for Presence – Just Hold On was a challenging but rewarding experience. I carefully crafted the video to represent important themes, maintain a strong brand identity, and engage with the target audience. Through research and experimentation, I was able to balance traditional music video conventions with creative storytelling. This project allowed me to develop new technical and artistic skills, and I am proud of the final outcome.