Thursday, January 30, 2025

Component 3: Final Promotional Packaging

Here is the final music video, digipak, and social media page of my Component 3 project. This blogpost is written by me (Audrey).


MUSIC VIDEO 


Click here if the video does not work, it will redirect to a Gdrive file.

DIGIPAK

Front Cover
Back Cover

Binding

Inner Sleeve (Right)

Inner Sleeve (Left)

CD

MOCKUP
Front:

Back:

3D Mockup:

SOCIAL MEDIA PAGE


Click here to go to the link to our Instagram page.

Component 3: Critical Reflection

 Here is the critical reflection for my Component 3 which includes a music video, digipak, and social media. This blog post is written by me (Audrey).

I will be answering these questions for my critical reflection (not by sequence):

1. How do your products represent social groups or issues?
2. How do the elements of your production work together to create a sense of โ€˜brandingโ€™?
3. How do your products engage with the audience?
4. How did your research inform your products and the way they use or challenge conventions?



According to the brief set by Cambridge, students must create a promotional package for the release of an album which includes a music video as the major tasks and a social media page and a digipak design as the minor task. My group consists of me (Audrey, Rara, Kalista, and Chelsea to which you can find their blogs in my โ€œMy Teamโ€ post. As a group, we decided on the song "The Weekend" by BIBI, 88rising that is classified into the pop music genre. Our purpose was to create a reading regarding the personas of the star represented in our music video; innocent vs player which are the binary opposite that drives the narrative of our music video. The song revolves around the theme of young adulthood, love, and feminism. In this essay, I will focus on the production stages and development of our Component 3.

Our fictional star goes by the stage name โ€œCintaโ€ from โ€œCinta Kyleโ€ which means โ€˜Loveโ€™ in Indonesian. This is a major factor in our branding that shapes the starโ€™s identity and persona. Branding is important in media as it allows audiences to recognise texts from the same source in order to make connections to it. A recurring theme for our project would be love and romantic relationships. This can be seen through the usage of the color red thoroughly in the texts which connotes romance. In the music video, Cinta is often seen with red colored outfits (fig 1) mainly due to the symbolic meaning of love. Furthermore, the color red is central to the themes conveyed in the digipak (fig 2) which reinforces the audience to follow a dominant reading (Stuart Hallโ€™s Reception Theory) that our starโ€™s persona (and meanings in her songs) is deeply associated with romantic relationships. This would be further implied through the symbolic codes (Barthes) of kiss marks throughout the texts. In the inside sleeves of our digipak design (fig 3), lipstick kiss marks were used to connote a seductive, flirtatious, and cheeky personality of our star. Sabrina Carpenterโ€™s โ€œshort nโ€™ sweetโ€ album was our biggest inspiration for the digipak design as her REEL persona shows how she is a charming and flirty figure which was the persona we were trying to give to Cinta. We created a logo (fig 4)  that resonates to her REEL persona in the shape of a heart. This creates a sense of identity for our star causing fans of Cinta (our demographic) to be able to recognise their starโ€™s works immediately and may grow a deeper connection with her.

Furthermore, the derivation of love and romantic relationships conveyed as the central message of our texts drove the narrative in our music video. We conformed to the usage of love as a theme for our music video narrative as the conventions made it easier for audiences who enjoy pop music to recognise as according to Nealeโ€™s Genre Theory that we must conform these conventions for recognition. But he also states to subvert some conventions to remain interesting to attract new audiences. In this case, we subvert the typical representation of women who are in love in media texts, which tends to be portrayed as passive, devoted, and hopelessly in love. Cinta is portrayed as a โ€˜playerโ€™ in our music video which was revealed in the narratives due to changes in mise-en-scene, in this case costumes. Our star has different sides that are implied through the colors of her clothing. Cinta wore pink outfits and pyjamas (fig 5) to portray an innocent girl look which contradicts the red costumes and a red cup (fig 6), which implicitly symbolises alcohol, that connotes boldness and flirtation which further means how she has a โ€˜playerโ€™ nature. These opposing sides drive the narrative, creating engaging plots, and creates a meaning which was suggested by Levi Straussโ€™ Binary Opposites Theory.

It is not common for Asians to be centralised in music videos, theyโ€™re usually the side characters in many media texts often represented especially for Asian women. This group has been underrepresented in Western pop culture which is an act of othering (according to the post-colonial theory) in order for Western groups to remain in control.  However, to attract our demographics (Asians), we have an all-Asian cast as it will resonate more to our target audience. This is due to Blumler and Katzโ€™ Uses and Gratification Theory regarding how audiences consume texts for their personal identity, Asian communities might feel more represented in modern pop culture which encourages deeper connections. Research on the narratives of a pop music video from Southeast Asian singer, NIKI, helped us to avoid negative stereotypes of Asian culture portrayed in modern media texts. 

To further attract our audience, we made our star more relatable as seen in the opening scene (fig 7.1 and fig 7.2) where she was introduced by listening to music with a speaker as she was getting ready. This was a usage of Dyerโ€™s Theory of Stardom which portrays ordinariness of the starโ€™s life and her routines that connects her with the audiences more. This was also further showcased in her social media that includes contents that are mixed of both professional and personal. The mix of these tones in contents conveys the starโ€™s persona as a famous pop artist but also revealing her REAL identity through personal posts such as behind-the-scenes (fig 8) creating a positive response from her fans. Moreover, engagement through question and answers (fig 9) and responsive to comments (fig 10) creates a deeper connection with the audience evoking an emotional impact from the star to her fans as it is easier to connect through the global village (McLuhan) evoking rising interests to Cinta as the star from activities conducted through social media.


Fig 1

Fig 2

Fig 3

Fig 4

Fig 5

Fig 6

Fig 7.1

Fig 7.2

Fig 8

Fig 9

Fig 10


Component 3: Post-Production - Editing

Here is the post-production process of editing the music video. This blogpost is written by Chelsea. 


To edit the music video, I used CapCut that is compatible for Macbook, this is a free editing app for PC designed for beginners (like me) and experienced creators which offers a variety of tools for both basic and advanced editing tasks to create high quality and visually appealing videos. CapCut also has an online version that is meant for novice editors and doesn't require downloads or installations; nevertheless, I got the installed version on purpose in order to edit offline and organise my files better. Below are the process of my editing sequence in this presentation file: 

EDITING PROCESS

Click here for the link to go to the editing Canva file.


REVISION

Click here to go to the revision Canva file.


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Here is what I (Audrey) wrote on the editing process.

Me (Audrey), Kalista, and Rara tried to collaborated in the editing platform, Capcut, by purchasing a subscription and creating a working space in the app. We downloaded the editing file and upload it to the workspace. But the problem was that it could not download from our own laptop. This made it even more harder for Chelsea to keep editing so we decided to give her the responsibility to edit the music video.

However, during classes, we all reviewed the music video together and had asked Mr Nick for feedback. We were able to collaborate well even if we can't access the editing file. I had helped in editing, particularly, on the dancing scene where I aligned the cuts in between as there were technical issues in the scene that does not produce a smooth and flowy shot.

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Throughout the editing process, it was fun to collaborate with the team to create our final project. I tried purchasing a subscription and finding information on how to allow collaboration in different devices for a single editing file. However, this attempt did not work as I tried downloading the file but it won't load. We decided to leave the editing to Chelsea but we contributed as a team as well. We were active in giving feedbacks and kept revising and revising to get the ultimate result. Overall, even if one person is doing the job, I think we all were helping each other most of the time. I helped editing on class when Chelsea has struggles. The editing process has little challenges as we had done and conducted this process before. Revisions were also optimal so we're wishing that our final project turns out perfectly.


Component 3: Production - Behind-The-Scenes

Here is the behind-the-scenes of our shooting (production stage). This blogpost is written by me, however we all (Audrey, Kalista, Rara, and Chelsea) collaborated on taking the footages and compiling into the presentation.


DAY ONE

Click here to go to Day 1 BTS.



DAY TWO
Click here to go to Day 2 BTS.



DAY THREE
Click here to go to Day 3 BTS.


DAY FOUR
Click here to go to Day 4 BTS.



DAY FIVE
He
Click here to go to Day 5 BTS.


PHOTOSHOOT
Click here to go to Photoshoot BTS.

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I really enjoyed the production process of production as it was my first time filming a music video. The whole process took a long time compared to previous projects. To me, the planning and creating a schedule would be the most hectic as we need to list everything we need to do during certain days, the list of things we need to bring, and ensuring that all the casts are able to join us. External problems that can't be controlled such as the weather being unpredictable sets our production back few days so we planned everything as soon as possible as we filmed it over the holidays and got almost every scene we needed up to 60%. Moreover, we finished our filming before the deadline so the entire production process (filming) wasn't a big problem for us because we are able to manage our time well for that. The behind-the-scene pictures shows how we all worked collectively as a group and it shows our cooperation with each other. We had excellent communication and service towards our casts so there was no miscommunication and other issues in conveyance of messages. 

Component 3: Production - File Organisation

This is our teams file organisation for our Component 3 contents regarding the music video clips and shots. This blog is written by Kalista.

My team mates and I used several apps to communicate, combine our work, and to make everything organized and easy to find which  really helped us on the process of exporting clips. Our primary mode of communication was WhatsApp, which we used to coordinate with our cast and crew. This platform allowed us to quickly spread information, schedule shoots, and resolve any last-minute changes, making our process more efficient. To further enhance accessibility, we created a WhatsApp community group, ensuring all key updates and discussions were centralized in one place.




Since we had different side cast members scheduled on different days, this system was particularly beneficial in managing availability. Whenever uncertainties arose regarding which actors were available for a shoot, the group chat helped us clarify and adjust our plans accordingly.


File Management & Storage

Beyond communication, we utilized Google Drive as our primary storage solution. We systematically organized our footage into dedicated folders, including:

  • Screen tests โ€“ To review performances before final shoots.
  • Raw footage โ€“ To keep unedited clips accessible for editing.
  • Behind-the-scenes (BTS) content โ€“ To document our production process.

By consolidating everything into a single drive with well-labeled folders, we significantly improved accessibility and changes speed. This structure allowed us to locate and manage our files efficiently, reducing delays during post-production.

Overall, this organized approach played a crucial role in ensuring our smooth collaboration, minimizing confusion, and increasing our production workflow.

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This organising technique helped us a lot when arranging files and tracks it down. It prevents them from being scattered and lost in our storage. It also allows us for easy accessibility when opening the files. We're able to benefit a lot from this and it helped us when we are rushing to find a certain file since we have so many files and folders to store.

Tuesday, January 21, 2025

Component 3: My Artist's Persona and Brand Identity

 My group decided on a persona for our star to be reflected in our products. We plan and did this together as a team. This blogpost is written by me (Audrey).

Here are some questions provided by my teacher to help us construct an identity for our star.


Here is my group's ideas as we discussed on the format of a mind map.


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This task was very useful for my group as we can plan and outline how we want our preferred reading of the star from the texts we'll produce (music video, social media, and digipak). We're able to communicate and convey our thoughts clearly as a team so we can have the same ideas for the final product. That way we may cooperate as a team to produce an excellent result with the intended meanings deliberately, accurately, and consistently conveyed. The implementation of our star's branding must be challenging as we must remember to keep up the same intonation and themes conveyed in every media text we produce. From this, we may find inspirations by researching other pop artists who are similar in terms of persona so we can add technical elements similar to them in order to create a similar reading. I personally enjoyed this as I can understand our star better so we can find more ideas on our product.

Monday, January 20, 2025

Component 3: Digipak - Research + Development

Here is my research and development of our artists feedback. This blogpost is written by Rara and Audrey. However, we all discussed this together as a team to collectively pick which design suits our artist best.
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Here is the research for digipaks conducted and reported by Audrey. 

In order to create a digipak, we must understand what a digipak is, including its conventions (especially in the pop-music genre). 
Here is our research on digipaks:

What is a digipak?

A digipak is a style of packaging commonly used for protecting a CD/DVD of an artistโ€™s album. This packaging is mostly used for CD singles and its limited edition of an artistโ€™s album. There are two types of digipaks; regular digipak and a jewel case. Digipaks are commonly high in manufacturing cost although their resistance is low due to easily disintegrated material which is cardboard laminated in UV and plastic. Whereas, a jewel case is made out of injection-moulded polystyrene (transparent plastic) which makes this packaging more durable. 

In this case, we were tasked to create a jewel case version of digipak which includes 4 panels.


Here are the conventions and features of a whole digipak:

Front cover

  • Image of the Main Artist/Band: Pictures (mainly close-ups) of the star to present them directly to the audience. This gives the album an identity.

  • Album title: For audiences to recognise.

  • Artist name: Identity of the star.

  • Label logo: Identity of record label.


Back cover

  • Images of the star: Pictures to present the album in a certain way (according to the intended reading), gives a sense of identity to the album.

  • Tracklist: Information for the audience regarding whatโ€™s included in the album.

  • Special features

  • Barcode: Commonly seen in the back when itโ€™s up for sale.

  • Institutional information (copyright): Gives audiences information about ownership and restrictions on copywriting.


Spine/Binding

  • Artist name

  • Album title

  • Record label (logo)

  • Reference number

These conventions are commonly used to give identity for the audience.


Inside

*All are optional

  • Institutional information

  • Song lyrics

  • Artist/band posters or images

  • Postcards

  • Promotional information

  • Merchandise information

  • Website information


Institutional information

These are the copyright notices for the album which includes record label, production company, composer and producer credits, media company, distributors, reference number, year of publishing, and artist information.


Through these outlines, we have a sense of direction for what to include in our digipak. We understand which conventions to include and which elements to subvert based on our own intentions for the albumโ€™s readings.


This is the resource we used to find the information:

https://www.slideshare.net/slideshow/codes-and-conventions-of-a-digipack-52886313/52886313

https://r.search.yahoo.com/_ylt=Awr92piX4M1n.CUOGitXNyoA;_ylu=Y29sbwNncTEEcG9zAzMEdnRpZAMEc2VjA3Ny/RV=2/RE=1742755224/RO=10/RU=https%3a%2f%2farmchairmaestro.com%2f2022%2f05%2f14%2fpackaging-perspective-jewel-cases-vs-digipaks%2f/RK=2/RS=AEtrfa88SBPbntF5p6NinMC1LTE-



Next is the research on the dimensions of a digipak so that we are able to create the digipak precisely in sizings.


It is important for us to research the dimensions of a digipak in order to create one. Here are images of the sizings that we found on the internet.




For the creation of the digipak, we are gonna utilize a designing app called Canva which includes the sizings of an album cover (1400 x 1400 px). Whereas, according to our research, the front cover (album cover) would be (125 x 125 mm). 

To find the size of bindings we must find the scale and ratio with the actual (in mm) width to be 10mm and the height would be 125mm. 

This would result in the sizing of the binding (112 x 1400 px).

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Here is our research on pop album digipaks conducted by Rara and Audrey. 


Apart from the features and dimensions of a digipak. We must know the conventions of an album cover which would then be used as the front cover of the digipak.


Digipak Cover



We admire these portrait shots of the artists that feature a medium close-up shot. The usage of a medium close-up shot is so that the star/artist can be featured and presented the most to the audiences. It showcases them and promotes the artistโ€™s image, these are done to create a sense of identity from the star to the audience so that they are more recognised. We believe these are what attracts our target audiences. A generic mise-en-scene would be the usage of vibrant colors in the pop genre. As those are digipaks from the pop music genre, they must represent the music and songs in the album through the cover. Since pop music is an upbeat style, it is most suitable if it gives a depiction for the audience that it would be vibrant and colorful. We also liked Sabrinas Carpenter's โ€œespressoโ€ album (1st on the top row) as the pose gives a flirtatious vibe which we were going for. On the other hand we also like Gracie Abrams โ€œThe Secret of Usโ€ album as the text is more readable while still giving the album an elegant look due to the cursive font used and the colour yellow which connotes it to being more pure and soft. 




However we did not really like these album covers as it goes against our whole message and theme. As most uses a middle or long shot and mostly portrays their artist to be more distant. Especially for Beyonceโ€™s album called โ€œcowboy carterโ€ (2nd at the top) it uses excessive amounts of props. The colour for most of the albums were also quite dull making it seem more sad and melancholy. 


MAIN INSPIRATION:

  1. Ruby - JENNIE

Ruby, JENNIEโ€™s solo album, was one of our main inspirations for our digipak cover. This digipak/album cover properly balances the proportions between colors which interest us as it highlights the color red as it pops out from the dark, plain backdrop. This will attract the audiencesโ€™ attention to the use of a striking and bold in contrast to the dark and solid backdrop. The color red was presented nicely in a way that it effectively conveys the color theme without overflowing the cover. The color red also connotes empowerment which gives a confident vibe. Commonly, red is associated most with women specifically meaning that a demographic for this album would be confident women. This cover, however, subverts the conventions of a pop music album due to the unconventional usage of both a long shot and a close-up shot. According to Nealeโ€™s Genre Theory, a media text has to be similar enough to be recognised by audiences by conforming to conventions, while being different to remain unique and appealing to attract audiences though the subversion of conventions. Jennie utilised the subversion of generic medium close-up shots of herself as the star to remain unique for the audience. This reflects the content of the album itself, which promotes uniqueness and being unapologetically herself, or self-empowerment. The album title and the artist name is also included and written in a cursive font, this may connote femininity as women are more likely to enjoy these. Cursive fonts connotes elegance and class which would be understandable for why women tend to enjoy cursive. The usage of a cursive font also reflects the album and the starโ€™s persona as JENNIE is represented as a classy, elegant, and feminine figure throughout her music career. Moreover, the shot of the star is taken from a lower angle which makes the star appear more dominant. This effect creates a confident tone of the star, herself, which would be a consistent delivery of her reel persona as JENNIE in her music career is always presented as a global โ€˜IT girlโ€™ hence a confident woman. 


  1. Rosie - ROSE

This album cover piqued our interests from its eye-catching album title. The usage of the color red represents love which is a common connotation from the media, this is used to represent the content and themes in the album. This color was used smartly in contrast to the soft, golden-hued background, this effect made it pop out to the audiencesโ€™ eyes which may capture their attention easily. The album title, โ€˜rosieโ€™, is used as it is the artistโ€™s name/identity, the boldness of the text and how it captures the audiencesโ€™ attention creates a bigger focus on the artistโ€™s identity herself. It labels how the album is called โ€˜rosieโ€™ and revolves around the star. Moreover, the usage of the sans-serif font creates a modern aesthetic which may appeal to a newer generation of adult women. Again, we really liked the usage of the red color as it creates more focus towards the text and gives a feminine touch to the album from the connotations given. The artistโ€™s pose is relaxed and has a direct mode of address due to the dreamy stare and vibes from the star. This creates a connection between the star and the audience allowing a deeper connection through the mode of address and it also creates more engagement from the audience themselves.The lighting and tone of the album cover which consists of warm colors and hues evokes a romantic mood and a hint of melancholy, this may represent the album in general as it may reflect the emotional tone of the music. This album conformed to the conventions of a pop album from the usage of close-up shots of the starโ€™s face. This technical element (camera shot) is used to present the star to the audience while creating a connection in between. We really liked how the album cover shows a sense of vulnerability of the star which may reflect how her persona in the media is portrayed.


  1. Short n Sweet - Sabrina Carpenter

We really liked the pose from Sabrina Carpenterโ€™s โ€˜short nโ€™ sweetโ€™ album. The star, Sabrina Carpenter, posed in a very seductive and elegant way which connotes feminism. A strong confidence and empowerment is set by the posture and how the star directly gazes at the camera. This can also be a direct mode of address from the star and audiences to create a strong emotional bond and deeper connection which allows engagement. The over-the-shoulder gaze from the star also highlights how minimal her clothing is in the album cover which is provocative implying adult contents and mature issues are included in her album. This further means that the target audience would be an older demographics, preferably young adults to adults of age 30. Her makeup and style gives a retro vibe which would be a consistent theme of her brand reputation. Carpenterโ€™s brand/star identity is vintage yet modern, as her music and music videos are popular for her recurring theme of classic Hollywood or 90s model. Especially, bringing a very feminine look which is what the star is known for; flirtatious persona. A red lipstick kiss mark is seen on her shoulder which is a symbol of love and passion which are the themes of her album, songs. The kiss mark stands out due to the bold color (red) which contrasts the whole color theme in the album cover which makes it very eye-catching to the audience. The color blue in the background is very calming which may be the intended reading of the usage of the color blue. It may connote peace and relaxation which reflects how the songs in her album are. Regardless of the pop genre, her songs arenโ€™t too hype or upbeat which is conveyed through the music album cover by the usage of the color blue. We found that most pop music albums rarely includes any texts (title of album and artist name) as they tend to focus on their star in the front cover. This means how they are portrayed in the cover affects how they are presented in the media along with their reel persona as proven. From knowing the artist, audiences may recognise the themes and tones of their songs due to the representation itself. This album cover conforms to that convention so Sabrina Carpenter fans can recognise her album.

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Here are some pictures of pose ideas Rara found on Pinterest. 


We chose these pose ideas as we want to convey a direct mode of address from our star by looking directly at the camera. This allows our artists to have more of a personal connection with their audience. Moreover, we intend to bring a very feminine tone to our star as it is her persona, which is why we looked up elegant and flirtatious poses associated mainly with females. We also want to create a dominant reading of confidence and self-empowerment from our artistโ€™s album and persona. We didnโ€™t decide on a single pose as it is better to have a range and variations of different poses for backup. We want to experiment and see how it looks as the cover before setting a final choice, hence trial-and-errors.




Back Cover

Our research on the digipak's back cover includes pop female artists. Here we can see that most albums' back covers have a tracklist with a barcode and production company/credits. We used these ideas as a rough draft on what theme our artists' album (Cinta) will be like. Depending on the tracklist and the overall colour scheme, pose, and design of the back cover, it includes elements that make people understand the star better, as some have a general overview of what the album is. 





Binding/Spine

We weren't quite sure on how to develop this part of our digipak. So in order to gain more understanding we found a picture of Taylor Swift's albums spine lined up together, where we found a digipak binding usually consisting of the stars name, album, production company, and a code of referral. And it all uses the same theme from the back and front cover meaning a digipak should have a cohesive theme throughout the outside and inside so audiences can easily know that it's our artist's trademark. 




CD Cover 

Here I (Rara) compiled different artists' CDs that fit the overall genre of our star (Cinta). As some artists usually use a soft colour we plan on using the inspo from Ariana Grande and Sabrina Carpenters digipak (1st & 2nd at the top) as it shows off more of the artists feminine side and personal touch with Sabrinaโ€™s kisses and handwriting while Ariana Grandeโ€™s is bold and almost neon red which connotes her confidence. 

Other inspirations

Here we have multiple pictures from pinterest and google of our 2 artists that inspired our star most which are Sabrina Carpenter and Olivia Rodrigo. As our main theme is for our star (Cinta) to be bold and flirty, we decided to use Sabrinaโ€™s iconic kiss mark to become the main trademark of our star. 



             





Below was our main inspiration for our tracklist page for the back cover of our digipak that we took from Sabrina Carpenterโ€™s โ€˜short nโ€™ sweetโ€™ album. This piqued our interest due to the simplicity of the design that clearly conveys the message (contents and tracklist of the album) clearly while keeping a creative form of display. The usage of cursive and serif fonts were very classy and elegant  which could really attract our target demographics (women). Another feature we liked would be the usage of texture (leather-like) which really makes the digipak design more realistic and it was just a fun and creative element that supports the whole aesthetic of โ€˜nostalgiaโ€™ conveyed in her album. 



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Here is the Development progress.

Digipak Cover Designs:

Binding Design:

CD Design:

Mockups:


Here is the step-by-step development created by Audrey and Rara.


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๐‘บ๐’†๐’๐’‡ ๐‘น๐’†๐’‡๐’๐’†๐’„๐’•๐’Š๐’๐’:

I was, at first, so excited to work with my partner Rara to create a digipak/packaging for our music album. We had lots of ideas already so we are able to transfer these ideas straight into the product designs quickly. This whole development process had improved my creativity skills and technical skills as I learned new skills on digital design. Me and my partner worked well together as we are able to help each other complete everything at our utmost. We had asked Mr Nick, our Media Studies teacher, for feedback and decision makings to make sure our digipak's quality is top-notch. However, there are a few disagreements every here and there, either with the teacher or my own teammates. But, we easily solved this difficulty through good communication and conveyance of our own ideas clearly. As I was away (not in one city with my teammates), it was hard for me to deliver ideas accurately. But I was pro-active in online discussions utilising WhatsApp and Google Docs to collaborate online which allows easy completion of the tasks. Moreover, I had texted my teacher privately for feedbacks as I'm away. I really hated how time-consuming the process was. But I was satisfied that me and my partner are able to produce an utmost results.