As a runner up to the Book awards competition, I recently spent a couple of days with David Hockney in Bridlington. It was an amazing experience, I got to visit his home and studio. Seeing him at work and visiting his famous painting locations.
Friday 4 September 2009
Tuesday 4 August 2009
Eastwood Comprehensive Stencil Workshop
Stencil Workshop. Working alongside a friend and artist to produce a mural for a local
Nottingham school.
Wednesday 3 June 2009
Final Work
Showreel 2009
Promax
Alzheimer's Society.
To develop supporting work for the society's first TV advertisement.
TV Title Sequences.
Grand Day Out
Friday 24 April 2009
GD3 Project Links
A compiled list of all project work produced in year 3.
Major Briefs
Radio Nation
Title Sequences
Grand Day Out
Promax - Alzheimer's Society
Minor Briefs
Tuesday 7 April 2009
Promax
Note: For all supporting work to the 'Promax brief', a new blog page has been set. This can be viewed here - Promaxasc. Link
Found below is a copy of the brief and initial research.
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2008/2009 Promax UK Student Awards.
The closing deadline is Wednesday 26th June 2009
Entries postmarked or sent on that day will be accepted. Any entries postmarked or couriered after that date will not be accepted.
THE CLIENT
Alzheimer's Society, Leading the fight against dementia
Alzheimer’s Society is the UK’s leading support services and research charity for people with dementia, their families and carers.
The Society supports people with information and quality services through its branches, over 230, across England, Wales and Northern Ireland. It advises professionals working in the field, funds research and campaigns for improved health and social care and greater public understanding of dementia.
For more information about Alzheimer’s Society and dementia, visit
THE COMPETITION
Understanding dementia and prevalence
Dementia describes a group of symptoms that is caused by diseases of the brain and is not a natural part of ageing. It robs people of their lives and simple daily tasks become a challenge; not knowing how to make a cup of tea, for example, or what to do with shoe laces. The behavioural and psychological symptoms of dementia worsen with time. The pace of progression depends on the individual and each person’s experience is unique.
Key facts
o 700,000 people in the UK are living with dementia. By 2025 there will be one million. Its prevalence is already close to that of cancer and as the population ages, it will overtake it.
o One in three people over 65 will die with dementia.
o Dementia affects both men and women, from all walks of life and from every culture and creed. Dementia can happen to anyone.
Your creative challenge
January 2009
Requirement - Develop supporting communications that work in conjunction with ‘Skin’ (Alzheimer's Society’s first 30 seconds awareness raising TV commercial).
Objectives of required material
- To build on the communication and feel created in the TV commercial ‘Skin.’
- To create complementary elements in the communication mix; working together to create an integrated awareness-raising campaign.
- Icon: to become a recognisable device of the Society
Please complete at least 2 of these media choices:
· Outdoor 48 sheet posters/underground posters
· Bus sides
· Tube cards
· Online banners/scrapers – can use flash animation if desired.
· A striking viral communication for people to send each other.
· Develop an icon that represents the cause and/or the Society. (ie: a red ribbon representing the AIDS cause and pink for cancer - or the wristbands representing specific charities or the poppy for Veterans). More guidance on the icon development at end of document.
Background on ‘Skin’, 30 second TV commercial and your supporting media
Primary aims
· To raise awareness of the reality of dementia.
· To draw the audience to the Society; the commercial concludes with a call to support Alzheimer's Society in its fight against dementia.
Target audience
Primary audience:
Men and women aged 40-60.
Reaching new audiences was important to the Society in the development of this execution. The above mentioned age group may have little or no personal experience or knowledge of this devastating condition.
Key motivators of primary audience:
- Research shows that there is greater fear of dementia among 40-60 age group (particularly among women) than any other condition including cancer, heart disease/stroke.
- This is also the age group whose parents are at risk of developing dementia and they may also have experienced grandparents with dementia.
Creative approach for the TV commercial
The TV commercial’s point of reference is female skin cream/beauty product commercials and follows some of the key elements of this ‘genre.’
Proposition of communication
Dementia robs a person of everything that makes them the individuals they are – their memories, their skills, recognising the ones they love and ultimately their lives.
‘Skin’ 30” TV commercial treatment.
The tv spot recreates the look and feel of a cosmetic/beauty product anti-ageing commercial
Everything is lit softly and the set and wardrobe are in warm, neutral tones.
Three beautiful women in their late thirties, early forties are seen arranged elegantly in an almost limbo set They are clearly models and aware of their good looks.
We see close ups of each model smiling calmly at camera while the voice over talks about how we do everything we can to keep looking younger longer, fighting wrinkles, age spots and grey hair. The models respond to these words by caressing their skin, running their hands through their hair etc.
The tone of the commercial changes when the voice over beings to talk about other changes like violent mood swings, needing help to dress, eat or go to the toilet and forgetting their own children’s names. On hearing these words, the models’ poised smiles disappear, they look concerned, worried, disconcerted. Their world has changed.
As the camera pulls back, as if deserting the models, the women appear less and less like haughty models and more like real people. The voice over talks about the battle that has yet to be won, the fight against dementia for which there’s still no cure and the fact that 1 in 3 people over 65 die with dementia.
Viewers are asked to help Alzheimer’s Society lead the fight against dementia and a web site address is given for donations.
The desired response/what the viewer feels on viewing the piece
‘The thought of not knowing who I am, where I am and who the people around me frightens me. We need to find a cure’
The desired action/what the viewer can do
‘I want a world in which no-one has to go through this. I want to support work that will help find a cure or help families that are currently facing the challenges of this condition.’
Overall communication
There is no cure, dementia is terminal.
With your help we can fund research and continue to support people and families living with dementia.
Call to action
Help Alzheimer's Society lead the fight against dementia.
alzheimers.org.uk/donate
Tone of voice
People with dementia must never be referred to as ‘sufferers’ nor should they be described as ‘suffering’ from dementia. People with dementia, particularly in the early stages of diseases like Alzheimer’s, can be supported to have the best possible quality of life at every stage of their dementia journey. They are not ‘victims’, they have an incurable illness.
Creative considerations
- The Society’s name must never be separated from its strap line (Leading the fight against dementia).
- People with dementia must always be portrayed with dignity and respect.
- The brand’s visual language is photography and illustrations are not allowed.
- Executions to be in line with the Society’s brand guidelines.
Your creative challenge: compliment the above TV commercial following the same guidelines in at least 2 of the following types of media.
Please complete at least 2 of these media choices:
· Outdoor 48 sheet posters/underground posters
· Bus sides
· Tube cards
· Online banners/scrapers – can use flash animation if desired.
· A striking viral communication for people to send each other.
· Develop an icon that represents the cause and/or the Society
Additional information about the creative challenge for an icon
Before the Society rebranded in 2007, a yellow ‘haloed’ triangle – which formed part of the logo was used as a lapel badge. Occasionally the triangle was used as a stand alone in printed material.
The issue with the triangle as an icon revolved around its relevance to the cause (dementia) and the work of the Society or how the charity supports people and families affected by dementia.
There was also a lack of understanding of what the triangle meant, both within the Society (staff and volunteers) as well as the public.
Because the Society themselves were unclear on the meaning of the triangle they were unable to develop communication around it and send appropriate messaging to their audiences and the public.
Please keep these things in mind if you choose to develop an icon. It needs to have clear relevance and compliment the existing logo of the Alzheimer’s Society as an organization and the cause they represent.
Additional information for all media options
- The Society logo and other key elements of the branding are available at www.alzbrandguide.org.uk
Finally, you will also need to write a 200 word statement (an abstract) about your idea, why you chose it and why you think it is a good idea.
Please send your sketch books and research. This is important to the judges who use it to see how well you have developed your idea.
Copyright laws should be observed. Material may be used from any sources as long as full credits of all sources are noted and supplied including music details but this must be done at the colleges' risk and if necessary permission should be sought by students. Promax accepts no responsibility or liability for copyright infringements and there must be no public showing of any unsolicited material.
TV AD
Mission, vision, values and principles
Mission
We exist to champion the rights of everyone with dementia and those who care for them.
Drawing on our unique knowledge:
- We will become a world class authority on all aspects of living with dementia.
- We will be able to guarantee the availability of accurate and authoritative information.
- We will strive for universal access to quality services.
- We will galvanise investment for research into the causes, prevention, treatment and care of people with dementia.
Vision
Our vision is of a radically improved world for people with dementia.
A world where they have their rights recognised, where they can fully contribute to family life and where they can live with dignity, free from discrimination. A world where they and those who care for them, have their needs fully met.
A world, ultimately, where dementia can be defeated.
Values
Passion
We are driven by a commitment to achieving the best quality of life for people with dementia.
Quality
We have an absolute commitment to achieving excellence in everything we do
Integrity
We are honest, transparent and accountable in all our dealings both internally and externally.
Inclusion
We work proactively to ensure that we reach out to involve people from every group and community.
Challenge
We strive for innovation based on evidence and are prepared to question the status quo.
Mutual Respect
We work together to create an environment in which people treat each other with respect.
Principles
People with dementia will always be at the centre of everything we do
We will work to ensure that their perspectives inform all our activities
We can't do it alone
We seek to work collaboratively where there are clear benefits for people with dementia
Being evidence based
Our actions will be based on evidence and we will prioritise our work on the basis of demonstrable need and effectiveness
Involving volunteers as extensively as possible
The continued development of volunteering is an essential means of achieving our objectives
Enabling people to maximise their contribution
We will create an environment that will enable volunteers and staff to carry out their roles effectively
Acting as one Society
Operating within one strategic framework, we will respond locally to different cultural, legislative and service needs
Friday 13 March 2009
End of term presentation
Collection of work ready for presenting.
Projects;
Major
1. Radio Nation, 'Garden Radio'.
2. Title Sequences, TV titles 'Redesigning the world' series (Morris, Mackintosh & Kandinsky).
3. Grand Day Out, 'Heart of the city'.
Minor
1. Hockney Animated Logo Competition.
2. NTU promotion.
Thursday 26 February 2009
Hockney Logo Competition
As part of the developing process I considered another idea of how to treat the logo.
Working on the premise of the David Hockney swimming pool and bath that feature in his work, I decided to photograph the logo under water.
Although i will not submit it as a final piece.
I think it creates an interesting effect with the water masking areas of the logo, it could be used as a looping ambient piece of media at the AND/OR award show.
Development - starting to bring all the elements together.
Working on the premise of the David Hockney swimming pool and bath that feature in his work, I decided to photograph the logo under water.
Although i will not submit it as a final piece.
I think it creates an interesting effect with the water masking areas of the logo, it could be used as a looping ambient piece of media at the AND/OR award show.
Development - starting to bring all the elements together.
Swimming pool dive scene
Diving 'And' & 'Or'.
Photography - create the sence of photographing a subject in Hocknet style. Would have a camera click sound.
Development
Camera shooting, uses the Or as a subejct. Photographing it from different angles and then revealing the final logo.
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