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).

Joan Cornella

Joan Cornella's comics are really good quirky wordless stories. Gets so many ideas across in the very concise and deliberate way he uses each panel in the comic.