Submission Evidence
Evaluation
In conclusion, I
believe we worked very well as a collaborative group, each of us has complete
their tasks successfully using our own individual strengths to improve our work
and push it to high limits. As a group, we started a research on current 'Fur For
Animals' posters to get a bit of understanding and feel for what they are
looking for. The original posters found on google images were very brutal and
bloody symbolising murder and a couple of them seemed like the campaign is
trying to blame people who are buying real fur for murder innocent animals only
in the name of fashion. We have also found a campaign done by David Bailey
'Dumb Animals' the advert was about models walking down on catwalk wearing fur
coats and when they turn back blood splashes the audience.
As a group we
didn't want to go in the direction of scary and brutal approach as we thought
that this style of work would be overused, our tutor John suggested us to try
to go with a different approach. He gave us an interesting example of the approach
which makes people feel scared/ terrified sometimes doesn't work successfully.
The example was about the new design for cigarette's packaging which are using
only simple dark colours with disgusting and scary photographs on what smoking
can do to people who consume it. Despite this gruesome photographs and used
colours people are still smoking cigarettes. Based on this example our tutor
suggested us to try a different approach which might have more power than this
one.
We have also
created a range of different surveys. The public opinion was very helpful as it
helped to push forward our idea and work and to be more successful as well.
Also thought the surveys we gain lots of different opinions and ideas from a
different audience.
After surveys and feedback
from tutors, we decided as a group the best way of delivering this kind of
message would be best thought a cute/innocent and mostly emotional concept. By
targeting the emotional side we believe is the most appropriate and effective
one. Also, something which people would like to share on social media and feel
some emotions towards it. So after choosing our concept, we started from
creating a list of different ways through which we can communicate this
message.
The brief,
deliverable were to create an interactive online inter-user face, which would
change people's minds who are wearing real fur. We created a list of outcomes
we would like to produce:
- Effective slogan
- Posters
- Interactive
advert which would last for 30 seconds
- Social media platforms
pages: Facebook, Youtube advert, Twitter, Instagram and Snapchat Stories.
As a group, we
produced some really good and successful images of models with the real rabbit.
We were quite limited as we only had a rabbit with which we could take photos
with. We tried to contact with different farms regarding photo shoot with
animals but for our bad luck, it wasn't possible. So we decided to take a range
of different posters with the rabbit to give an example of how the campaign
should look like and allowing it to be pushed further with different animals in
the future.
This brief allowed
me to show my photography skills gained through A-level and Foundation course
to take successful photographs which capture our concept of cute/innocent and
emotional approach with the help of my team members.
When it came to
recording our interactive video we had a bit of technical and physical
problems. As we were working with the real animal to produce our work. It was
challenging to get some scenes done very quickly, we had to record each scene
and take photographs which contained a rabbit couple of times just in case when
it came to the editing we had a range of scenes and photographs to choose from.
To take successful photographs and scenes we had to make sure the rabbit would
not be scared also we didn't want the rabbit to hurt the model by scratching
them. Also, we had to be very careful as we didn't want the rabbit to be harmed
in any way and the equipment around him in the studio. During the filming, we
had many trials and errors that we had to challenge yet resolves between
ourselves. Especially the video as our storyboard told about the model being
outside in the city, due to the real rabbit we could not record it outside as
the rabbit might run away. So we decided to project the streets with the
projector in the photography studio. This allowed the rabbit to be in the safe
place. Once our all scenes have been recorded we started from putting them
together creating a basic idea of the final outcome which we showed to our
tutor. He said that some of the scenes were necessary and quite similar showing
the same thing. Also, he asked us to get rid of the scene with rose petals
which supposed to represent a blood in a gentle/friendly way but the teacher
said that the scene will not make any sense to someone who doesn't know the
idea of it and what kind of message we want to communicate through it. In the
end, we were finally able to produce a final video after some cropping and
editing as the advert was too long as well.
Our campaign has
been called 'Furry Friends or Furry Trends?' We were struggling a bit with the
slogan as on the beginning the slogans which we came up with were miss
communicated the poster message and some of them did not make any sense at all.
After a couple of surveys and tutor's advises we finally came up with the final
slogan and title. We made the slogan quite shorter than the title which is
'Friend or Trend?' to make it more catchy and make people remember it.
Moreover, on the
end after completing our poster designs and video we created an example of how
our work could be distributed through social medias. For this idea, we produced
a range of different mock-ups as we thought it was a better and easier way to
present it.
Overall I really
enjoyed this brief and working with my team as it was an interesting
experience. I believe we produced some really good work and worked very well
together.
