Throughout the planning process we edited our idea a lot. Many things we decided at the beginning proved to be impractical or to not come out the way we had hoped. For example, we realised that the majority of the regal theme couldn't work due to access to props as well as the fact it just didn't follow codes and conventions of real media products we were looking at. We had the idea of the regal theme because of the story behind the song being written. In an interview Jessie Ware spoke about how she how she saw a picture of ... sitting on a throne wearing a crown and a lot of jewels, she said how she wanted to take him off his throne and wrote a song about that, she initially named the song 110% as a play on one of his songs called 100%. This is were we got our idea from however, we quickly realised its flaws as we hadn't followed the common codes and conventions of real media products.
However, we did keep some of the ideas including the man mouthing the words at the beginning while sitting in a throne like chair but we made it so they never came into contact. This is so the performance in the video is mirroring the lyrics of the song which is what we found to be a common convention. This is also why we cut out the idea of her walking through public places in London, as we wanted to preserve the idea that she is isolate, not even coming into contact with other performers in the song.
Our initial research and planning was very useful for establishing other factors of the video though, firstly the artists style, when we changed a lot of the planning we kept her professional, simple and mature style. As well as the video being based predominantly in a studio with changing background and coloured lights.