Before developing our responses to WWF's brief, it is important to understand exactly what the client is looking for. This universal set of questions, which can be applied to all briefs, should help to clarify what outcomes we are aiming for, what messages we should be communicating and who we should be communicating these messages to. Although the brief itself is fairly vague, the accompanying Living Planet Report contains a vast amount of information, so it will undoubtedly be necessary to condense the report in to several key points, so as not to overcrowd our response with information.
What problems are identified by the brief?
Since 1970, worldwide species populations have declined by 52%, our current demands on nature are unsustainable (we would need 1.5 Earths to meet our current demands), and we are eating into our natural capital, which ultimately means that we are jeopardizing both our own future, and the future of the planet. The rapid rate of change is a recurring theme throughout the Living Planet Report, prompting the question, what will our planet look like in 40 years time?
What is the brief asking you to do about it?
The brief is asking us to take the findings of The Living Planet Report, and make them relevant and accessible to a younger audience, either through a short film (maximum of 2 minutes) or no more than 8 presentation slides. WWF want the audience to recognise that the relationship between us and the planet is reciprocal, and that there are better and alternative paths, ways of harmoniously coexisting with the planet.
What is the brief trying to achieve?
WWF wishes to achieve a long term change in behaviour, galvanising the audience to get involved and take action in order to change the future of the planet. While it is one thing to make people aware of a problem, it is another to engage them to the point of action, to make them care enough to stand up and take responsibility.
Who will benefit?
WWF wishes to communicate messages which have a global impact. A successful response will not only benefit the audience themselves, and their generation and future generations to come, but people across the planet, as well as Earth itself and all its inhabitants. On a more cynical note, WWF would benefit, from a potential increase in donations, but also from positive public image for drawing attention to a significant global issue.
What is the message?
WWF's main message is that the relationship between us and the planet is reciprocal. The Earth needs us as much as we need it. Life on Earth is interconnected; our every action impacts on the health of the planet, and we are currently living beyond our means. Our own future is currently in jeopardy; we need to change our way of living, and reduce our ecological footprint to match biocapacity.
What problems are identified by the brief?
Since 1970, worldwide species populations have declined by 52%, our current demands on nature are unsustainable (we would need 1.5 Earths to meet our current demands), and we are eating into our natural capital, which ultimately means that we are jeopardizing both our own future, and the future of the planet. The rapid rate of change is a recurring theme throughout the Living Planet Report, prompting the question, what will our planet look like in 40 years time?
What is the brief asking you to do about it?
The brief is asking us to take the findings of The Living Planet Report, and make them relevant and accessible to a younger audience, either through a short film (maximum of 2 minutes) or no more than 8 presentation slides. WWF want the audience to recognise that the relationship between us and the planet is reciprocal, and that there are better and alternative paths, ways of harmoniously coexisting with the planet.
What is the brief trying to achieve?
WWF wishes to achieve a long term change in behaviour, galvanising the audience to get involved and take action in order to change the future of the planet. While it is one thing to make people aware of a problem, it is another to engage them to the point of action, to make them care enough to stand up and take responsibility.
Who will benefit?
WWF wishes to communicate messages which have a global impact. A successful response will not only benefit the audience themselves, and their generation and future generations to come, but people across the planet, as well as Earth itself and all its inhabitants. On a more cynical note, WWF would benefit, from a potential increase in donations, but also from positive public image for drawing attention to a significant global issue.
What is the message?
WWF's main message is that the relationship between us and the planet is reciprocal. The Earth needs us as much as we need it. Life on Earth is interconnected; our every action impacts on the health of the planet, and we are currently living beyond our means. Our own future is currently in jeopardy; we need to change our way of living, and reduce our ecological footprint to match biocapacity.
Who is the audience?
The main target audience is 14-24 year olds. Those with the opportunity to shape their futures. WWF want to inspire this new and upcoming generation to understand the impact of our lifestyles and actions on the planet, and begin forging new pathways and alternative ways of living. However, it seems a lot to put on the shoulders of this young generation. This challenge is the responsibility of everybody on the planet, and WWF should be communicating their message to those with the power to make changes. That doesn't just mean the future custodians of the planet, but those in power now.
How will the message be delivered?
Rebecca and I intend to produce an animated response to WWF's brief, using stop motion techniques. We intend to use a combination of paper/material cut outs and real world objects. Animation has proved effective in the past at communicating concepts and ideas which are difficult to grasp or hard to show in other formats. From short animated documentaries to moving infographics, animation has also has a proven ability to convey relatively large amounts of information is a short time through strong visual representations, which are worth a thousand words. WWF wishes to avoid a regurgitation of facts and statistics, we need to look for the story behind them, in order to make the audience really care.
Can you foresee any problems in responding to the brief?
The Living Planet Report contains a vast amount of information, and the maximum 2 minute film length means it will be impossible to include all aspects of the report. Choosing which strands are more vital and significant than others will be a challenge, as will condensing the facts and statistics into a coherent and convincing narrative. On a more practical level, producing a 1 to 2 minute animation in less than 6 weeks is a huge undertaking. Rebecca and I will have to be highly efficient, and consider carefully what it is possible for us to achieve.
What else we have to consider is what we as artists and individuals wish to get from completing this brief, aside from aspiring to save the planet. To me, the most important outcomes from this brief will be creating a body of design and concept art which is worthy of inclusion in my portfolio. In a similar vein, I hope that we will produce a film which I can be proud to show as part of my showreel (so far I am not particularly pleased with the body of work I have to choose from). As this is my first experience of working collaboratively on a project, there is also the opportunity to watch and learn from Rebecca, picking up skills and knowledge from her to expand upon my existing abilities. Finally, as with all competition briefs, the ultimate goal is to win, although this is low on my list of priorities. However, it would be a big confidence boost to have our work acknowledged.
No comments:
Post a Comment