Vegetables

Rationale

• Using fruit/vegetables to represent the body and its flesh
• Word “Skin” relates to bla bla illness, trauma sustained, etc
• Cut into the vegetables to represent injury caused by the illness and also by the treatment

Forward

Going forward with the fruit skin idea:

• focus on emotion of biological disgust, fear
• Fleshy texture of food
• Violent font cut into it

Some artist models:

Sewing fabric + skin

• the use of needles implies hospital needles, which I saw a lot of
• time consuming, imperfect process which represents healing
• the colour of the thread is the same as my skin

Experiment 2

Initial photos

Art Direction: Assignment 2

TYPOGRAPHY - Brief + Poems

This project explores the strengths and limitations of text only executions. You are encouraged to investigate and realise unconventional solutions to best understand the possibilities and parameters of both established conventions and ‘non-conformist’ solutions. An exercise in self-reflection based on textual narratives using the power of words only to communicate. It is a personal journey, it is about selecting a poem that has meaning for you. The poem could trigger a memory/emotion – a good one, a bad one, it could make you angry, sad, elated or relaxed. You will produce a typographical execution(s) based on one of the three New Zealand poems provided. You can work with the whole poem, one stanza, one line or even just one word – whatever is relevant. Find an appropriate and creative way of expressing and conveying your reflection through a type only solution so that your audience will get a sense of ‘you’ in the experience, memory or thought. 

• Doesn't have to be related to the subject of the poem. Can be a video, installation, photo, etc etc. 
• Based on a memory. Can be a single word or a phrase.

POEMS

phrases/words: "fine furniture" "you want to make friends" "gregarious" "the world on a good day" "sun was in its eyes" "blinded"

"it is morning" "wet clothes sinking down" "quivers and bubbles" "the skin" "look here"

"the loudest" "sad about him" "a very small house"/"little house" "feel too sorry" 

Memories to base typography about from the phrases:

Blinded: when i first needed glasses at age 11.

• chalkboard
• something to do with education 
• scribbly
• a literal blind
• darkness

the skin: knowing your body, inhabiting it.

• scratching, injuries
• cuts
• skin as a canvas
• obviously would use my stomach as a vulnerable part, source of my illness, scratch it on me

one experiment of scratching the word "skin" onto my skin

The loudest: how i cant shut up, thoughts and stuff 

• screaming as a soundtrack
• scrawled
• bright colour
• layered phrase over and over itself as an animation maybe

Finals + Rationale

My target audience is recent school leaver males, aged 15-17, who are vaguely interested in pursuing the study of design. I chose this demographic, because the Massey school of design is quite female dominated, and potential male students might be dissuaded.

I wanted to convey the idea of Massey being a creative place, where you can make ordinary things extraordinary. I loosely explored 3 different disciplines with my 3 different gifs, namely fashion, spatial, and industrial, but all three could serve as a general advertisement for VCD and the visual arts at Massey with the common style across them.
I chose to use a loose, simple animated doodle style, because it implies future plans, progression, and improvement. The organic flowing style also represents creativity and art, and its casual, fun appearance would hopefully resonate and engage with people aged 15-17.
I would choose to show these advertisements on social media and as internet banners, because
15-17 year olds are highly active on social media, and the ads don't need to be looked at long to be understood. Hence, the meaning can be easily grasped as someone was scrolling past.

If I were to extend the piece, I would construct a little campaign where people would see the ad, and then be able to send in their own photo of something they would want to improve or "massey-fy" (an old, boring piece of furniture or something like that), and receive a little personalised animation showing its creative improvement, just to increase the audience engagement.

Idea 3 experiment

If I was doing 3 or 4 different disciplines...
Fashion - could be drawing over someone's outfit
Industrial - someone's on a bike, and drawing over it makes it a cool vehicle
spatial - drawing over a house

What works about these: 

• The doodle-ish, simple scrawly style implies "creativity" and "future plans"
• I think it implies the idea of upgrading and improving something normal to something cool and fantastical

What doesn't work:

• Perhaps not a consistent theme as of yet. Could look a bit disjointed.
• Make it look even more artsy or design-y? so it looks more related to CoCa?
• Maybe try a more structural drawing approach...

Partially inspired by the technique used on The Block NZ where at the start of a season, the people show their plans for the room/house by loosely drawing in white over the top of a photo, (as I tried out above).