The second Studio Brief for Responsive requires us to work with a collaborative partner to complete one of the YCN or D&AD New Blood competition briefs. Although we were advised that working with close friends may be problematic, resulting in disagreements and tensions (apparently we should never work with someone we are not prepared to sue), my collaborative partner and I feel that being familiar with one another may be beneficial.
As Rebecca and I have been good friends since we began this course we are well acquainted with one another's style and abilities. Fortunately, we have complimentary skill sets: while I prefer traditional methods yet lack any digital know how, Rebecca has a stronger knowledge of software such as Photoshop and Illustrator, yet still maintains a hand drawn aesthetic. We also have a similar work ethic, which should help avoid any conflicts regarding an imbalance in the workflow, as we are both likely to pull our weight in this partnership.
We chose to work together from the outset, rather than negotiate a partnership with an illustrator or graphic designer, as we were both wary of being expected to take sole responsibility for animating another person's designs. However, before diving headlong into this project, as with the main individual practice brief, we each selected three of the available competition briefs which we were interested in completing.
I chose the Wetransfer brief as it stood out from the others as being different. The vast majority of the briefs are centred around advertising and branding, whereas this brief is not. It offers the creative freedom to consider our own target audience, and there is no set purpose for the illustrations; we would get to determine that too. Although this creative freedom may initially sound liberating, it will undoubtedly also prove challenging. Thee are few instructions or guidelines to reference or fall back on, so it will be important to set clear goals and intentions from the outset, especially if working in collaboration. Ultimately, the appeal of this brief centres on how well it will support my practice as an animator. Although there may not necessarily be an animated outcome, envisioning and illustrating how I imagine myself to be in 10 years time has parallels with character design.
The second brief which I selected was for Moo. I chose it as it sounds fun. The brand, Moo, sound friendly and open, and , unlike some of the 'dryer' brands, don't have too many stringent ideas and requirements which must be adhered to. While many of the briefs are geared towards a graphic design type outcome, Moo provide an opportunity to create an animated outcome (developing relevant skills and creating something which could be added to our showreels), an indeed encourage 'playful' and creative representations of their 'design works wonders' philosophy. While many of the briefs, for banks, insurance companies etc. felt irrelevant and left me uninspired, when reading Moo's brief, I could quickly begin formulating ideas. I feel it is important to work with briefs that inspire enthusiasm, so that you are passionate and motivated about your work.
The third brief is the one which I like the least. Topdeck Travel's brief poses the greatest potential challenge. I have no great mind for advertising, and am not particularly proficient in harnessing the power of social media as a tool for promotion or communication on a large scale. However, of all the advertising briefs this was by far the most appealing. I am close in age to the companies existing antipodean demographic, which should helpfully assist me in targeting a similar UK market. The travel aspect is also intriguing, particularly the more unusual, off the beaten track destinations in Eastern Europe, which would provide the opportunity to explore some unusual visual styles. The London Red Bus (from which the company takes its name) would also work as a strong, recognisable symbol. As Topdeck wish to move away from conventional, printed travel guides, this would be an ideal use for animation, which could incorporate easily recognisable visual styles for the different locations, centred around the Red Bus, either in a series of adverts. or a single one. In a world full of live action travel adverts, I believe animation would stand out.
When Rebecca and I came together to discuss our choices, we discovered that we had both selected Wetransfer's brief. However, after much discussion we decided that it would be challenging to work on this together, as it is ultimately a quite personal vision of our futures. Although some partnerships have found a way to combine both parties' aspirations into one image, it would not have worked so well for us, as our hopes are quite different.
Rebecca's second brief was Pantone's; to reimagine your hometown through a new colour scheme. Although this brief had also caught my eye, and sounded interesting, I just couldn't see how this was as relevant to our practice as either Moo's or WWF's, Rebecca's third choice. Both of these brief had a lot of potential and mileage, and we could have worked with either, but in the end we chose the WWF brief, as it was more than just an advertising brief; there is a strong an important message which needs communicating.
Regardless of our confidence in one another, we were asked to fill out a contract of sorts, to clarify our individual roles and responsibilities, and prevent any arguments further down the line about who should be doing what.
As Rebecca and I have been good friends since we began this course we are well acquainted with one another's style and abilities. Fortunately, we have complimentary skill sets: while I prefer traditional methods yet lack any digital know how, Rebecca has a stronger knowledge of software such as Photoshop and Illustrator, yet still maintains a hand drawn aesthetic. We also have a similar work ethic, which should help avoid any conflicts regarding an imbalance in the workflow, as we are both likely to pull our weight in this partnership.
We chose to work together from the outset, rather than negotiate a partnership with an illustrator or graphic designer, as we were both wary of being expected to take sole responsibility for animating another person's designs. However, before diving headlong into this project, as with the main individual practice brief, we each selected three of the available competition briefs which we were interested in completing.
I chose the Wetransfer brief as it stood out from the others as being different. The vast majority of the briefs are centred around advertising and branding, whereas this brief is not. It offers the creative freedom to consider our own target audience, and there is no set purpose for the illustrations; we would get to determine that too. Although this creative freedom may initially sound liberating, it will undoubtedly also prove challenging. Thee are few instructions or guidelines to reference or fall back on, so it will be important to set clear goals and intentions from the outset, especially if working in collaboration. Ultimately, the appeal of this brief centres on how well it will support my practice as an animator. Although there may not necessarily be an animated outcome, envisioning and illustrating how I imagine myself to be in 10 years time has parallels with character design.
The second brief which I selected was for Moo. I chose it as it sounds fun. The brand, Moo, sound friendly and open, and , unlike some of the 'dryer' brands, don't have too many stringent ideas and requirements which must be adhered to. While many of the briefs are geared towards a graphic design type outcome, Moo provide an opportunity to create an animated outcome (developing relevant skills and creating something which could be added to our showreels), an indeed encourage 'playful' and creative representations of their 'design works wonders' philosophy. While many of the briefs, for banks, insurance companies etc. felt irrelevant and left me uninspired, when reading Moo's brief, I could quickly begin formulating ideas. I feel it is important to work with briefs that inspire enthusiasm, so that you are passionate and motivated about your work.
The third brief is the one which I like the least. Topdeck Travel's brief poses the greatest potential challenge. I have no great mind for advertising, and am not particularly proficient in harnessing the power of social media as a tool for promotion or communication on a large scale. However, of all the advertising briefs this was by far the most appealing. I am close in age to the companies existing antipodean demographic, which should helpfully assist me in targeting a similar UK market. The travel aspect is also intriguing, particularly the more unusual, off the beaten track destinations in Eastern Europe, which would provide the opportunity to explore some unusual visual styles. The London Red Bus (from which the company takes its name) would also work as a strong, recognisable symbol. As Topdeck wish to move away from conventional, printed travel guides, this would be an ideal use for animation, which could incorporate easily recognisable visual styles for the different locations, centred around the Red Bus, either in a series of adverts. or a single one. In a world full of live action travel adverts, I believe animation would stand out.
When Rebecca and I came together to discuss our choices, we discovered that we had both selected Wetransfer's brief. However, after much discussion we decided that it would be challenging to work on this together, as it is ultimately a quite personal vision of our futures. Although some partnerships have found a way to combine both parties' aspirations into one image, it would not have worked so well for us, as our hopes are quite different.
Rebecca's second brief was Pantone's; to reimagine your hometown through a new colour scheme. Although this brief had also caught my eye, and sounded interesting, I just couldn't see how this was as relevant to our practice as either Moo's or WWF's, Rebecca's third choice. Both of these brief had a lot of potential and mileage, and we could have worked with either, but in the end we chose the WWF brief, as it was more than just an advertising brief; there is a strong an important message which needs communicating.
Regardless of our confidence in one another, we were asked to fill out a contract of sorts, to clarify our individual roles and responsibilities, and prevent any arguments further down the line about who should be doing what.
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