Positive
- Good use of the shot featuring an argument between the main character and her mother before the song started. It helped to clearly establish the narrative in a simplistic way without going over the top.
- Strong variety of shots, make the product more visually interesting. The shot with the pill tub and the girl leaving the room in shallow focus was particularly interesting and demonstrated a sound ability.
- Editing technique of slow motion was used effectively in the close up of the girls face, emphasised how emotional she was feeling.
- Good use of location; it gives the dreamy, abstract feel that was trying to be achieved.
Negatives
- Some shots are a bit shaky, i.e the close up of the girl dropping the bottle. Needs to be re-filmed as the problem is too big to be fixed by steadi-cam.
- Costume could have been used more effectively. The main character could have been wearing angel wings in the abstract scenes in order to add to the whimsical feel and to help stick to the conventions of a Florence and the Machine video.
- The shot with the clouds on it goes on for too long, something needs to be added to it in order to make it look more effective. For example, time lapse could be added.
