Final Video and Evaluation

Some shots we didn’t use because the camera heads were dirty which caused the footage to become distorted and out of focus. These were the outtakes we didn’t use for this reason. There were also some shots where our actor broke the fourth wall by looking directly at the camera, we cut these shots out as it made our video look less professional.

Compared with my initial ideas and then my amended ideas, my video did not turn out like i originally expected. This is because we had problems with crucial props we were planning to use in our main idea, we always lacked the location and the amount of actors we needed to make our thoughts come to life. The recent bad weather also didn't help us. Overall our initial plans for the video were too ambitious for what we actually could achieve. So we decided to find a different location, wait for a sunny and clear day, then film our new idea, which was to create more of a narrative song to go with the songs lyrics. This was a risky move seems as this isn't how to usual drum and bass song is represented, however, due to the fact that there are soft, emotional lyrics in this song we thought that we may be able to pull it off.
The new theme included just one actor, we thought we would portray the feeling of hurt and anger that someone may feel after a break up in a relationship. To do this the first shot of our video is of our main charecter smashing a bottle against a picture of his (now ex) girlfriend then walking away from the shot. This was to make the audience feel like he's leaving that relationship behind now, that he's over it. This is what we tried to get across by the smashing of the bottle. This is the first and final shot in the video, at the begginging it is forsite into the future, to see how the video is going to end. We then, with the lyrics "you said you'd be there for me" started the filming with our protaginist answering a phone call. We decided to use slow cuts and long shots for the first bit of the video as it gave the feeling of calmness, as our charecter didn't know that there was anything wrong in the begginging, so had no reason other than to be calm. As the first verse carries on we see him put down the phone and start banging trees and kicking the floor in fustraction, anger and sadness from the phonecall he just recieved.
We then have some reasonably faster cuts, with the camera zooming out, and paning with the speed and beat of the music. This was intentionaly as it gives the video more depth i feel, you can see more of the shot and would feel a bit more involved with the footage. We then have a shot of our protaginist running. After this we have the the lyrics "you throw stones" where the singer in the song seems to slow down the lyrics, as before they were coming out faster. So here I decided to speed up my video, by putting a repeat shot in of our actor pushing himself off the tree to give a clashing feeling within the shot. The next part was extrememly difficult to edit, as our actor punches part of a tree out in distress and sadness about his now finished relationship, I wanted this to happen at the same time as the beats in the song, I also wanted to peice of wood that he hits off to bounce along the floor in the same beat with the music. After speeding up and slowing down the clip, along with numourous hours of trial and error I managed to make the hitting of the wood, and the two bounces go exactly with the music.
The chorus is simple yet powerfull as it is one continuous shot slowed down with jump cuts as the beat goes on. As this was the slowest chorus in the song I thought that i'd keep this a bit simple, so the audience would be able to see the contrast between the two choruses as i've intended to make the next one faster cuts and more 'heavy', as the music would represent this.

So far, in comparasant to other drum and bass music videos mine is not fitting into the genre at all, with the slow paced cuts and the narrative story line. "http://www.youtube.com/watch?v=hxZJTRhcFg4" - This is the prodigy's song, Warriors dance. As I have already stated drum and bass is very abstract with no clear story line, this is where my piece is different as it had a clear story line to try and interact with the viewers more.

After the chorus the beat drops and there is a heavier feel to the song. To counteract this I placed faster edits at the same time as the beat to get the audience more involved with the song. When the actor is walking out of the gates I decided to have him do this twice to fit in with the beats and to make it seem like he is stuck inside and can't get out. This might be how he is feeling about his relationship breakup.
After this as he is walking towards the well I cut in jumps to fit with the bass in the song. The first jump is a bit step forward yet the second is just a little flicker forwards and backwards. This is symbolising that he is trying to take a big step out of the way he feels about his girlfriend, trying to leave her behind, but he's being pulled backwards by his still strong feelings for her.
We then see the actor sit down as the music cuts out. I think this is a pivital point in the song as everything goes silent for a spilt second and there is no movement on the screen, this is giving the actor time to think about what has happened and a bit of time for the audience to reflect on what has happened so far in the video.

For the next part of the video I used an effect called WideTime to put the point across that the actor has been drinking (as we see him with a bottle in his hand at the fountain). For this shot I thought it would be best to do a long shot of him running into the frame and up to the door of the barn. I feel that the WideTime effect was successful in portraying the intoxicated effect.

When he opens the door of the barn there is a mid shot from inside there showing the look on his face as he opens it. This could also be seen as an over the shoulder shot as there is a picture on the wall which he is looking at, I wanted the picture to try and gain it's own presence so the video would feel more realistic. I think that putting an over the shoulder shot in of the actor and picture looking back and forth at each other was a good way to achieve this. We then flick back to a long shot of him actually walking into the barn.

As I said earlier, I wanted to make the second chorus a bit more lively than the first. To start this off I editied a zoomed bit off footage of the picture of our actors girlfriend on the wall and cut it on every recognisable beat and then cut it so it zoomed out a bit on the beats as well. This was to up the tempo of the track and also to show the distorted vision of our drunk actor.
We then see him staggering through the door, this footage had been slowed down to about 40% of it's normal speed to give the drifiting feeling that people ofter feel while intoxicated themselves. This may allow the audience to relate to how he may be feeling.

We then see a few flashback shots from earlier on in the video. The first is when our actor knocked a part of a tree off by punching it. This is because he's feeling distructive after hearing the news. As I just stated I wanted the second chorus to be more upbeat, I think distruction makes this possible. As people are normally not calm when they are distructing things.

After this there is a zoomed from mid shot to close up of the picture of the main charecter's girlfriend on the wall. This cuts between normall footage and the WideTime effect that I spoke about earlier. I did this to once again try and portray the fact that he was drunk.

Next there are flashbacks of him walking through the forest again. These are cut to the beat of the music once again.

We then see another WideTime effect shot. This is with the main charected walking up to the photo, kissing it, then palming it off and walking away from her. This could indicate the final goodbye and how he is trying to move on and find closure. He is still drinking throughout this scene which may indicate that he is putting on a front and that he is not really over this woman.

After some more quick edits zooming in and out of the photo on the wall we see the main charecter walk off and throw the bottle at the picture on the wall. This reflects his true feelings about how much he is hurt by what she has done to him and how he is lacking the ability to forgive her. "Can you see..." on those lyrics when the word "see" is repeated I edited the clip to make it seem as though he throws the bottle three times, each on the beat in the song. This is to make it seem like he doesn't just want to hurt her by throwing this bottle as her, but he wants to do it repeatedly as he wants to equal the amount of pain that she has caused him.

We then come to the final shot which is the same as the first one. We see him throw the bottle and it smash and leak all over the wall. The music cuts out while the drink is still seaping down the walls. This could show that even though this one part of his life if now over it will take some time to leave him.

I feel that my video fits in well with my Digipack, and advertising poster. I have tried to keep the colour scheme the same all the way through to keep continuity. This was my final products look and feel more professional. All the photos used on the ancillary texts are all stills from within my video its self. This is so the same lighting and type of shots will fit in well with the video.

I personally edited the video, spenidng a lot of time perfecting the shots and cuts to how I wanted them, I wanted to try and keep within the conventions of drum and bass, yet let it slip out a bit making it therefore accessable to a wider range of audience.

Making this music video has made me learn a lot of new skills. For example, before starting this I didn't know how to edit using Final Cut Pro on a Macintosh computer, however I feel that I am confident at doing this task now. I have also learn new Photoshop skills. I am also more qualified in writing about my work.

Other feedback I recivied about this video: A lot of people of all age ranges and all differenet tastes of music all commented that they enjoyed the first chorus of the protaginist walking up the grass, they stated that it added mystery, tension and suspence.
The biggest downfall in my video was that when the music 'dropped' (the BPM went up) there wasn't enough cuts in it. A few more would've made it seem like it fitted in it's drum and bass genre more.

Final Digipack and Evaluation

The front cover of my digipack:

Starting off with the original picture, before I edited it, the posture and facial expression of the actors face suggests that he is deep in thought, maybe thinking that he's done something wrong. He could be contemplating such thoughts as 'where is my life leading to?' or thinking that he's just had enough. Relating this back to the lyrics of the song is crucial as the lyrics are all about heartbreak and the emotion felt during relationships. He is leant against the tree as if to suggest that it's holding him up from falling down, like he has no power left to stand after all the trauma he has been though. He is also looking towards to floor with his head hanging down, looking ashamed or embaressed to look at the camera. He's not able to hold his head high in pride which gives the feeling that he is upset or may have done something wrong. The actors stance and posture is one of the many things that fits into mise-en-scene.
I have used earthly colours in this, as I plan to use throughout my Promo pack and video.
I have failed to put the name of the band on the front cover as I am going with the idea that the band is already extremely well known and the main actor is somewhat famous so is recognisable through just looking at the cover of the CD. I realise however that putting the name of the band on there would maybe appeal to drum and bass listeners more as they are likely to experement with music more than people who listen to other genres. So if a title was in place maybe it would achieve greater sales from the experemental type of person.
For the title of the song, 'heartbeat' I have placed it just above the water and made a reflection to look like it's bouncing back out from the pond. This is not a connotation of drum and bass music, however, as i have said earlier, I intend to mix the genres of music between a melodic tune and drum and bass. This is because the song that I have chosen is a remix of a slow paced song, with the emotional lyrics still intact. I have left drum and bass conotations with the font, as it is techno style. I felt that mixing the two genres is a vital step into creating a new type of music as this is a remixed song.
There are no comparisants with this and a drum and bass front cover, as I have already looked at that of Pendulum and The Prodigy. I feel that this is because of the type of music is a hybrid between Drum and Bass and Melody (Nneka Heartbeat - the original version). This is against the normal conventions.
This was a previous idea, I planned to originally have it in black and white to give more of an emotive feel.
I wanted to place an effect over the picture to make it look eerie and a bit misty, to give the thought of suspence, to intise viewers in wanting to view the video, or listen to the music more.

For the back cover of the Digipack, I first edited my image with the colours I felt would look good. Then, I wanted to promote a certain part of the cover, so I decided to use the gradient tool to make a circular gradient and put it behind the layer of my original cover. I then reduced the transparency of this layer so that the circular gradient would show through, in my example I have given greater notice to the top left hand corner of my picture, as I have made it the brightest. This is where the track listing will be going so therefore should be the most important part of my back cover. As you can see, the font now stands out more. I also had to reduce the darkness of the tree behind the font as before it was taking the focus away from the writing, leaving the viewer unable to read it properly. To do this I used the lasso tool and selected the tree, then, using the Curves shortcut took the made the contrast and brightness higher to make the tree look just part of the background, which I achieved.

This picture also looks emotive as the actor is facing the tree looking in dispare, questioning his actions maybe? It looks as though he has in some way blown his chances. The shape that the actor makes when leaning towards the tree is that of a blade, an inverted V (/\), which is an old english way of promoting and showing masculinity. It could also be said that the tree is holding the actor up as he is weak and feeble.
As before I have also used earthly colours but this time there are more blues and greens rather than browns and reds. I have used the same fonts to keep the continouity.

This is the inside left cover of my Digipack. I wanted to keep this simple by just having a picture of out charecter and his previous girlfriend, the person who caused all the drama in the video. This shows our actor in an over the shoulder shot staring at the picture, he may be feeling remorse, anger, or still upset about the situation. I put contact details on this cover as well to try and get more traffic to the myspace site where other videos and tour dates are kept. This will hopefully boost the fan base.

This is where to CD would be places upon. I took a shot from the music video here and placed a warm filter over the top. I chose this shot because I like that way that the actor is framed in the middle.

TV poster and Evaluation

The poster is the second part of the promo pack which, including the digipack, makes up the advertisement for the music video. First of all I had to analyse other posters from other artists, including some in the genre that my artist is in. I decided that Pendulum's poster would be good to interpret as I have already looked at them a lot over the duration of my work, also because they are in the same genre as chase and status. As with most other Drum and Bass posters I have looked at, Pendulum's follows the abstract path, just like the others. However, as I intend my video and promo pack to defy conventions of usual Drum and Bass slightly, I have decided that I will make my abstract ideas more subtle and follow more of a narative throughout my piece.

In my poster the colours of the fonts match the things in the background original photo, this being for example, the 'Chase and Status' is a similar colour to the smashing of the glass; and the 'Myspace' address is a similar colour to the photo of the girl on the wall. I did this to show continuity throughout my poster and therefore make it look more professional.
One of the ratings on the front on my poster is from a well recognised DJing magazine called 'Mixmag', this magazine is popular in the 18-30's market, as my preivious market research has already shown. I included a quote from them stating that the song and music video was 'Smashing'. There is irony in this quote as the picture shows a bottle smashing against the wall, with the quote 'smashing', I feel that this may generate humor which, as previous research has shown, tends to sell well. This also ties the poster as a whole together and makes it seem more real by having a quote from a well known magazine as this is what the main artists from the Drum and Bass genre normally do (as seen in Pendulum and The Prodigy's posters).
I have included a Myspace address in the top left hand corner of the poster, this is to show the audience that Chase and Status are avaliable to watch online, to try and generate more views. Also, because Myspace has a huge fan base (according to alexa it is the 8th most visited website in March 2010 in the world http://www.alexa.com/siteinfo/myspace.com), so therefore people will be inclined to view what is on their Myspace page resulting in the audience finding more out about the band.
At the bottom of the page there is a quote stating "You said you'd be there for me... but you don't give a damn". These two lines are the first and last lines of the first verse of my chosen song, Heartbeat. As I am going for an emotive artistic look and feel in my video I thought it would be a good idea to include these lines, as it could relate to the audience and give them more of an insentive to watch the video or buy the single.
The fonts that I have used are all fonts that have a techno sort of style to them, this is becuase since looking back at previous drum and bass posters I have analysed they all seem to have the same clean crisp fonts. I wanted to carry on this theme in my drum and bass poster as, although I am defying conventions by making it more emotive and arty, I still wanted to keep the grass bass roots of Drum and Bass within my video.
I have included a release date for when I plan to have the video and song relsease, this is to keep fans intrested via the Myspace page while they are waiting for the date to come.

One improvement i could've made to the poster was where the mixmag quote is, calling it 'smashing', I could've actually used the logo from mixmag, editied to fit in with the colour scheme. I included a photo with what this would've looked like, I however decided against this as it may take the attention away from my poster and bring more attention on the magazine, which is not what I wanted to happen. I recived feedback from peers stating that it was a good idea not to include the logo.

Flatplans of Digipack and TV poster

Here are a few examples of flatplans I have designed for my Digipack.

I designed a heart playing the drums to make a play on words of the name of the song, 'heartbeat' I thought that this would be a good idea as it shows what the song is called without having to have words across the page (instead having them in the drum kit). This agrees with the usual codes and conventions of drum and bass music of having an abstract feel to them.

POSTER.

In my first flat plan I have designed a bottle being thrown at a wall with a picture of a girls face upon it. This is a shot which I wish to have in my music video.

The second flat plan is of a man standing against a tree with a background of a lake. The text is recognisable as it is big and bold, standing out from the rest of the photo. This is the artistic, emotive feel that I was hoping to bring into Drum and Bass.

The final flat plan is a abstract one. This is following the trend that is in Drum and Bass music at the moment, as I have seen from my research. There is a mixed colour background with lights shining out the title of both the artist and the name of the song. I think this would fit well with the Drum and Bass genre and would relate to the target audience better as this is the type of this that they are used to, so therefore more likely to buy again. The heart in the middle as it is the central idea being put across in the song, about how the 'pain you're causing' and how the 'heart is beating' the song has emotional lyrics and I thought that putting the heart in the middle of an abstract design would interlace the emotion with the conventional drum and bass covers.

Animatic

An animatic is a simplified mock-up of what we plan for the video to look like, made out of still images taken from our storyboard. We created the animatic to see what our storyboard would look like with the music, and to see what we may need to change. Also it showed us what was good with our initial ideas.

Planning 04/12/09 - Storyboard/Animatic

Since the last post on planning we have thought of many different ideas to what we are going to have in our video. We have scrapped some of the initial ideas, as the further we understood our song, the more we feel what is right and what is wrong to include in out video. For example, I wrote about having an animated section of the video for the chorus, we have since decided that that is not the correct thing to do as it clashes with the feeling that we are trying to create for out production.
We are keeping the idea of a woman playing a piano, but the style and setting of her playing it has yet again changed. We are going to create a stage for this woman to stand and sing on, after the initial shots of her on the piano. This will change the type of video that we are shooting to make it mainly performance based. We have also changed the idea of keeping the setting the same throughout the video, and as in the Black Eyed Peas video we are planning to make a trail to where the 'rave' will be held, and capturing on film people making there way to the event. We are hoping to have Glow Paint on the trees while the people are walking through the woods, to show them directions to the party. We have created storyboards for what we expect and hope our video to turn out like by taking several shots and drawing out what we think they will look like. We have imported these seperate shots into Final Cut Pro and have made an Animatic, which is our storyboard shots, in order, with effects added to them to look like an actual video. This is to give us an idea of what the video will end up like when it's completed.

Below are pictures of our storyboard:

This is the first three shots we thought of for the beggining of our video. Here we have an establishing shot of the barn, people being directed there, and a high angle wide shot of people entering it.

Digipak

Digipak is a patented style of compact disc or DVD packaging. Digipaks typically consist of a gatefold paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside.
We had to analyse three artists from the same genre as our chosen artist and then compare our Promo Pack with theirs.

The first artist that sprung to mind when talking about Drum and Bass was the widely renouned Pendulum. Pendulum have been running the D&B scene for the best part of 10 years and are still going strong. This makes me think that they may be the biggest Drum and Bass band in history, so therefore the perfect people to compare my own artist to.

This is pendulums front cover of their album 'Hold your colour' which reached number 29 in the UK charts. It is a very artistic cover with a strong pattern including green and yellow colours. This is also seen in their music video where the same coulour scheme follows on. They also use the same colours in their live performances, as seen below.

Presentation

We created a pitch to the record lable of our band to try and persuade them to let us use their music in our video. We looked at things such as the genre of the music, the target audience, conventions of the genre and key ideas we have for our own video. We were recorded presenting this. Below is the powerpoint itself.
https://docs.google.com/fileview?id=0B24w069Pz9UwOTllNmZhZjUtNmNjNy00MGJmLWI3ZTUtNTkzNGM3YTQ3YjA2&hl=en

Here is the video of us pitching the presentaion.
https://docs.google.com/leaf?id=0B5WUAYNvqSRQMDkxMTBjZDYtZmM2Yi00YzdhLWJkZjgtMTBhMDI3ZDU0ZmY1&hl=en

Contacting Record Company

To gain permission to use the song that we want to, I had to contact the record company of Chase and Status, universal, to gain their approval. I also emailed the record lable of Nneka aswell, seems as the song in question is a remix originally sung by her.

Target Audience

I am conducting research into who the target audience is of artists with similar genres to the one that we are using for our video, aswell as artists which don't fit with the genre to get a good idea of what type of people listen to what type of music.

The target audience for Mixmag is mainly the clubbing age, 18-30, as they would read the magazine to find out when the latest gigs are. So therefore, that is the target audience age of Chase and Status. Mixmag is a dance/clubbing magazine, I thought that seems as Chase and Status also have this type of music so this magazine fitted well with what we are trying to achieve.

Initial Ideas

I have been viewing clips on youtube to try and gain influences for my own music video. As the video we are doing was origianally sung my Nneka, I have watched a video of hers called 'Heartbeat'

http://www.youtube.com/watch?v=5sQpMJC7uLU (Nneka)

Plan B ft. Chase and Status - Pieces, is a song that has influenced what I am going to put in my own video. The part where the protagonist is walking down the street and the background is flickering between diffrent scenes is a shot that I am planning to use in the video that I will be creating. I feel that it is emotive and that what I am planning to achieve in that part of the video that I am planning to use that particular shot in.

The speed at which the shots change in this video is something that I intend to have in mine aswell, I think that seems as songs by Chase and Status are very upbeat and have very high amount of beats per minute (BPM) it is vital to have the shots changing rapidly with the beat.

I also like the video as a whole as it is showing a house party. In my music video I am aiming to re-create that party scence as I feel that it is an important part of the genre of music that my video is, Dubstep.

http://www.youtube.com/watch?v=8MJspL232c8 (Chase & Status)

The video ' I Gotta Feeling' by the Black Eyed Peas also sets the party scene well. There is one particular frame that I am influenced by and am hoping to put something along the same lines as this in my own video. The picture on the right shows a group of people dancing at a party.

Obviously I wont be copying the shot completely as I intend my video to have origianalilty

http://www.youtube.com/watch?v=cMxASjxRk1w (Black Eyed Peas)

From watching the Black Eyed Peas video we got quite a few ideas from what we are going to include in our own video. We are going to set our video in a barn, that one of our group owns, and have a 'rave' in the barn. This is different from the original idea that we had, but we believe that it will make our video more authetic and original. Below is a picture of what we think our barn rave will look like.

Mise-en-scene

The setting and location, costume and make up, use of colour and props are all going to be considered when shooting the video to make sure that it will relate to our target audience.

We are going to shoot the video in an empty barn that we are going to renovate to make it look like a club scene. The inside of the barn will mainly be dark but we are going to get different coloured lighting to set the scene better. The whole video will shot in the same place, in the barn, this is because we want to be able to keep good continuity, it will also simplify the process of moving equipment as we won't have to keep shipping it about to different locations. In relation to the target audience it's going to look a lot like a club, so we are going to be targeting the clubbing market, 18-30 year olds.

The protagonist is going to be the person who is mainly in costume in our video. She is going to be wearing a red, short dress with bare feet. This is to show that while she cares about her appearance by wearing a dress that makes her stand out; she still seems vulnerable, a trait that our target audience may be able to relate to. She is going to be wearing bright red lipstick to go with the rest of her costume, this is also going to make her stand out from the crowd. We are looking for her to stand out because she is going to be the main person in the video. The songs lyrics are about emotion and heartbreak and we thought that the colour red was a good one to identify her own emotions with the audience. While the song is upbeat and techno sounding we still want the video to have some emotive qualities. She is going to have long brown bed hair, that has still been styled. This is to give the look that she isn't that affected by her appearance.

The two main colours we are planning to use in our video are yellow and blue, we plan to have a theme running through all peices of our work (Video, Digipak and Advertising poster), this way people will recognise that the peices are related easier.

We are going to need a lot of props in the shoot for our video, the biggest of which being a piano, which we need for our opening shots. We will carefully place all the props around when setting out the place where we will be shooting.

Planning 22/09/09

The song that we are going to chose to make a music video to is 'Heartbeat' by Nneka (Chase and Status remix). We decided to chose this song because we believe that it had potential to become a really good music video. We also liked the song so decided that it would be good to do a song that we are passionate about.

The lyrics to the song are:
You said you'd be there for me
In times of trouble when I need you and I'm down
And likewise you need friendship
It's from my side pure love but I see lately things have been changing
You have goals to achieve
But the roads you take are broad are heartless
That wants you make another way
You throw stones
Can you see that I am human I am breathing
But you don't give a damn

Chorus:
Can you feel my heart is beating
Can you see the pain you're causing
Can you feel my heart is beating
Can you see the pain you're causing

And now the world is asleep
How will you ever wake her up when she is deep in her dreams, wishing
And yet so many die
And still we think that it is all about us
It's all about you
You sold your soul to the evil and the lust
And the passion and the money and you
See the same ones die, people hunger for decades
Suffer under civilized armedrobbers, modern slaveholders

Can you feel my heart beating
No no no...you don't

Chorus
Can you feel my heart is beating
Can you see the pain you're causing
Can you feel my heart is beating
Can you see the pain you're causing

Chorus
Can you feel my heart is beating
Can you see the pain you're causing
Can you feel my heart is beating
Can you see the pain you're causing



Before the song starts when there is a piano playing in the background I have an image in my head of a woman sitting with her back to the camera playing a white piano. She is centred in the middle of the shot with people around her raving waving glowsticks. The crowd around the outside of her are blurred as if there is a slow shutter speed on the camera while she is completely in focus, the array of colours is prominant and the contrast is high. This is show as a contrast as she is relaxed. It also gives an idea of the two diffrent genres that are included in this song, Dubstep and a more relaxing, mellow genre.

This shot goes on untill line two, 'And like wise you need friendship.' I still get the feeling on here that the woman is isolated from the group and was thinking about having shots from diffrent angles, maybe one from the side showing the side of her face to capture her emotion while still having a crowd dancing around her, like she is invisiable to them.


I plan to have the chorus amimated. By this part we will have seen the girls face, she is very pretty with bright red/pink lipstick on. When the chorus kicks in there will be an extreme close up of just her mouth. When her mouth opens to sing 'Can you feel my heart is beating' there is a transformation between real life footage and animated footage, the camera enters her mouth and we travel to the back of her throat to see her heart beating inside her body. This gets the woman intensly involved with the viewer as we are seeing her heart, which is percived to be the center of her emotions. The camera then comes out of her mouth and back to her lips when she finishes off the chorus 'Can you see the pain you're causing'.