Statement of Intent

This is our initial idea for our project.

Statement of Intent

Genre
Pop
Song Choice
Shapeshifter - Lorde
Target Audience
Demographic	GenZ (16-28) Low/Middle Class Mostly Women
Psychographic	Audiences with experience in toxic relationship/breakup Audiences who enjoy watching cinematic music videos Audiences who likes a dreamy / emotional aesthetic
How we will appeal to this target audience
The representation has a cinematic and relatable vibe that attracts audiences. By showing the story from a man’s POV, it interests both male and female viewers, especially those curious about toxic relationships. The emotional tension and dreamy atmosphere make the story feel more real and engaging. It captures how love can be both beautiful and painful, showing the struggles and emotions that come with a toxic relationship in a way that feels authentic and visually appealing.
Main inspirations
Our main inspirations come from both films and music videos that share a cinematic and emotional tone. The movie Waves inspired us with its cinematic style and editing techniques, while Euphoria influenced our use of color schemes and storytelling ideas. We also took inspiration from Just Married for the running scene, which plays a major role in our music video. In terms of artist, Frank Ocean’s music inspired the overall vibe, as his songs create a strong cinematic and emotional atmosphere similar to what we aim for. Maroon 5’s Maps and Kate Perry’s The One That Got Away influenced the toxic relationship theme and emotional intensity we want to show. Lastly, Harry Styles’ Golden inspired our running scene, even though the tone is different, it captures the same sense of movement that we want to include ( yearning men look ).
Artist Description (Star)
Name: Kika (katarina)  Age: 24 For our Artist, we wanted to show that the music video and song are actually based on her real experiences. The story in the music video represents what she went through back in high school, when she was in a toxic relationship and felt trapped in all the emotional chaos that came with it. Now that she’s in her twenties, the artist looks back and uses the video to share her truth. She’s turning her painful memories into something meaningful and artistic. On social media, she shows herself as healed, confident, and genuinely happy. Her posts are all about self-love, growth, and speaking up about toxic relationships, hoping to inspire others who might be going through the same thing. The contrast between her past (shown in the MV) and her present (shown on social media) highlights how much she’s matured and healed. It also makes her story feel real and relatable, especially to young audiences who might connect with her journey from heartbreak to self-love or even the ones that are still stuck in it as a symbol of hope.
Performance
The performance in our music video will mix acting, lip-syncing, and expressive movement to show the story and emotions behind the song. The actress will act in scenes where she’s heartbroken, crying, and being the victim in a toxic relationship, showing what the artist went through when she was younger. The actor will act in scenes where he is being a jerk and yells, shouts, screams at the actress when they’re fighting but also afterwards regrets it all and wants her back. The artist will lip-sync the lyrics that match the situation and also implying that she’s been there because she has in fact been there because we're making it based on true events showing that she’s been through it and healed. She’ll also perform directly to the camera to make it feel more personal, like she’s sharing her story with the audience. There will be some expressive actions too, like walking away, breaking things, or looking in the mirror, to symbolize letting go, feeling helpless and anger etc.
Representations in video
The theme of toxic relationships plays a major role in our representation. We chose this theme not only because it connects to the lyrics, but also because it’s something people often avoid talking about. In reality, not every relationship is perfect or full of love and trust,  some are filled with arguments, manipulation, and emotional pain. We wanted to represent that reality because it’s something many people silently go through, and showing it helps bring more awareness and understanding. By portraying toxicity, conflict, and emotional tension, we’re showing the darker side of love that’s often hidden. It also lets us explore how people can feel trapped in unhealthy situations and how hard it can be to let go. Our music video doesn’t have a happy ending, and that’s on purpose because we wanted to keep it real and show that not every story ends with closure or peace. Sometimes things just fall apart, and that’s part of life too. Many audiences are drawn to stories with drama and emotional depth, so this theme makes our music video even more relatable and engaging. Overall, we want our representation to remind viewers that love isn’t always perfect , sometimes there isn’t a happy ending and to find peace in accepting that.  The artist represents the older version of the actress who plays the girl in the toxic relationship. The idea shows how the artist is looking back and reflecting on her past and remembering everything she went through and how it shaped her. While the actress shows the story as it happens, the artist represents the future version who has already lived through the pain and learned from it. On the other hand, the actress is still stuck in the toxic relationship, shown through her messy appearance, emotional breakdowns, and unstable energy. She represents the version of herself that’s still lost, hurt, and unable to let go. By showing both sides of the broken past and the healed present, we wanted to express how people can grow from pain and eventually become stronger. The contrast between the two characters helps the audience see the journey from heartbreak to self-acceptance, making the story feel more powerful and emotional.
Proposed Roles
Moodboard	Eileen
Storyboard	Kristine
Location Scout	Kristine
Filming Schedule	Eileen
Screen Test	Lamiya
Behind-the-scenes	Eileen
Editing	Everyone (Kristine’s Laptop)
Digipak (research & development)	Lamiya
Social Media (research & development)	Lamiya

Reflection: At first, our group was unsure about what song to use and how to describe our artist because the song felt a bit odd for us. We also struggled with time since we only had less than three days to finish everything, and we still had other school tasks to do. It was hard to find time, and we often procrastinated. Thankfully, we had a serious discussion and finally agreed on a song that everyone was happy with. We also divided the tasks fairly so that the work was done efficiently and everyone knew their responsibilities. Next time, we plan to organise and plan earlier to avoid chaos in decision-making and make the statement of intent easier to complete.