Interesting conceptual use of typography. Set vertically with red highlight and placed over the person's eye, it functions pictographically as dripping blood, with the white highlighted text as a needle. Art-historically, it visually relates to El Lissitz
This is very complex because of the cranes and the way they have almost moulded together into one image. I like the fact that there's use of colour to separate or highlight something in an image that may not have been obvious before.
Our older audience will be apart of a work environment, this film can be to escape the normal. Also links to the ethnicity as we focus on a white British male, so attracts the White market linking to the uk and America.