Real statement of intent

I intend to create a two-minute music video for Kanye West’s “Ghost Town”, featuring PARTYNEXTDOOR, Kid Cudi, and 070 Shake. The video will encourage people specifically young adults to take small and positive steps to improve the quality of life in their  environment. The video’s message will focus on friendship, and emotional freedom, showing how  human interaction and appreciation of everyday spaces can inspire personal and communal growth.

The story will trace the journey of a small group of friends as they explore familiar urban and suburban areas: parks, high streets, cafes, McDonald's, a house, and Westfield shopping centre. There will be feelings of isolation and stillness at the start of the video, while laughter, movement, and energy increase throughout, symbolizing emotional freedom. Consistent with Todorov's theory of equilibrium, beginning in isolation, moving through disruption, and ending with a restored sense of harmony and unity are typical. The changing relationships of the characters will denote hope and the concept that improving life starts at an individual level by connecting with others and having common experiences.

Visually, the production will use contrasting camera techniques: wide shots to capture the openness of public spaces and suggest freedom, close-ups to emphasise personal emotion, and handheld tracking shots to create realism and intimacy. Natural lighting and a warm, desaturated colour palette will reinforce authenticity and nostalgia, aligning with the reflective tone of “Ghost Town.” The editing will begin slowly, matching the melancholy opening, then gradually become faster and more rhythmic as the characters rediscover joy mirroring their emotional growth. Diagetic sounds of birds, conversation, and street ambience will blend with the music to create a sense of connection to real environments.

Representation is a crucial ingredient of the video. By having actors from several ethnicities, this choice addresses diversity and inclusion, symbolically reflecting how communities prosper through unity. The characters will represent Propp's archetypes in a soft, modern way-the protagonist as hero seeking re-connection, friends as helpers, the city as setting and symbolic "villain" that needs re-framing as a place of hope rather than isolation.

From an audience perspective, Blumler and Katz’s Uses and Gratifications theory explains how the video will engage young viewers seeking identity, inspiration, and emotional expression. The focus on relatable spaces and friendship allows audiences to see themselves reflected on screen, fulfilling needs for personal connection and social modelling. Designed for distribution across YouTube, TikTok, and Instagram Reels, the fast-paced, emotionally resonant style will appeal to young, visually driven audiences and encourage them to find beauty and purpose in their own communities