Music Video Treatment

      From further research, I have learned that music videos often have treatments, which are a general description of the creative intention behind the final product. Here's mine!

Music Video Treatment

Director: Felicia Rambelli

Artist name: Fani

Song choice: Matilda by Harry Styles

Album name: Suddenly Familiar

1. Concept Summary
    This music video explores themes of nostalgia, emotional growth and female identity through an intimate and reflective visual narrative. The music video will consist of a combination of present-day performance, archive videos and mixed media illustrations. The narrative talks about a young female reconnecting with her childhood memories and sense of self.

2. Narrative Structure
    The music video will not follow a linear narrative structure, but rather it will have shots that reflect the feelings transmitted by the song. It is impressionistic, as it shifts from present-day shots of the protagonist to fragments of childhood archive clips. Instead of telling a literal story, it transmits memories as fleeting, through fragmented moments, which reflect how nostalgia is experienced emotionally rather than cronologically.

3. Representation
    The female protagonist is constructed through personal archive videos and intimate close-ups, which allows the audience to see her identity as layered and evolving. This encourages the audience to relate and creates a feeling of humanity.

    According to Stuart Hall’s representation theory, the meaning of media is constructed through images and the manipulation of the narrative rather than simply being reflected naturally. By using childhood footage, I too will contrust a representation of the female character’s identity that is vulnerable, reflective and emotionally complex. This challenges stereotypical portrayals of women in mainstream pop music videos.

4. Visual Style & Cinematography
    The video with consist of cinematic footage that will create a vintage and nostalgic appeal, which will reinforce the theme. Warm colour grading and soft lighting will be used to create a comforting atmosphere.

5. Editing & Mixed Media
    The editing will be reflective, with both short and long takes, depending on the tempo of the song, however, gentle transitions will be coherent all throughout the music video. Mixed media elements such as hand-drawn illustrations and textures may be layered over the footage to better represent emotions that cannot be expressed through live-action on its own. This reinforces the subjective appeal of the narrative.

6. Relationship to the Song
    The melancholic tone and the moderate tempo of the song Matilda allows space for introspection and emotional visuals. The video will proritise mood over action, which matches the reflective lyrics and encourages the audience to empathise with the journey.

7. Target Audience & Appeal
    The music video is targeted at a 16–25 years old audience who values authenticity, self-expression and creativity. The nostalgic visuals and archive videos are meant to resonate with viewers who relate to themes of memory, personal growth and childhood.