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CRITICAL PORTFOLIO 2.0
NEW SEMESTER, NEW JOURNEY. Goals of this diary: + Time to show off all of my ‘behind-the-scene’ works and researches + Relieve all of my impressions and thoughts about the projects + Self-reflection on my collaboration, overcome possible issues in the long-term + Learn from my mistakes, but also from what went well + Improve my Art Director skills To simplify and have a better understanding of the diary, each project is separated into six subcategories: Context First impression Approach Final outcome Personal feelings
Enjoy the reading!
Celine Bouichou
c o n t e n t s 4
THE CROWN ESTATE
MAPPING JOURNEY
THE CANNTALKS
JCDECAUX
JOURNEY 1: THE CROWN ESTATE
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THE CROWN ESTATE “Through periods of uncertainty and change, it is essential that a Board is performing to the best of its ability; to anticipate the issues that will be material to The Crown Estate in the future and to develop a business culture that is resilient to disruption.” Robin Budenberg — Chairman of The Crown Estate
CONTEXT Jan 7th / Room W307 Guests: + Kate Waters is a co-founder of the advertising agency This Is Now and spoke about commercial strategy and design. She explained the new brief around the Crown Estate. + The Crown Estate is the real estate (commercial property) company that is responsible for managing the property portfolio that belongs to the Crown. It is a unique organisation. What they’re looking for: + An evolved brand identity that leverages and respects its unique history but gives a powerful and distinctive voice in the modern world. + Ways this can be applied, for example to advertising, to wayfinding/signage, on the website, as an ‘installation’ within some of its properties. + A clear rationale of the approach. FIRST IMPRESSIONS + Heavy history, wealthy client, great potential in terms of creativity. - Difficulties to fully understand the Crown Estate as a British client: its history, purpose, meaning, influence.
SAINT JAMES STREET, LONDON. PHOTOGRAPHY TOOK BY RUBY ROSSINI UME (STUDENT IN MA DESIGN FOR ART DIRECTION, AT UAL). GIFT FOR THE CROWN ESTATE.
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• Research: The aim of the research was to get to know as much as possible the current brand position, it’s current behaviour and it’s future aims. • Physical exploration: The physical exploration in Central London allowed us to be inspired first hand by the rich culture and the history behind the places and the people that make the Crown Estate.
REACT
• Gentlmans Clubs, Dr.Harris, James. J Fox: Theese places had all one thing in common; amazing stories narrated voice to voice. And theese stories, we thought, is what makes the Crown Estate such an incredble company. • The power of the story: “Stories Last Forever”
Language
• We found that the current Crown Estate visual beahviour already made use of the narrative as a key element in their visual language, trough for example, images. • We wanted to enhance that troughout the whole brand.
Mom e Truth nt of
• The Domsdey Book: The beginning of a great story, the Crown Estate own story. One of the most fascinating aspect of the Domsdey book, is it’s format. A book, an object strongly associated with Storytelling.
Typeface
• We realised: Great stories need a great container to let the stories make their path. • A new Typeface: The type, is the carrier, the vehicle of all great narrative. • It needs to be:
Logo
Brand Analysis of Current Visual Behaviour From their voice
From our voice
ACT
• The concept of the story inspired us into further editing other elements of the brand visual language, to make it cohesive as a whole: • • • •
Colour Palette Logo Imagery Tone of Voice in few words, we believe:
Images
• “The brand has an amazing rich history and a prospering future ahead. This new sets of visual language is there to let it’s stories speak for themselves.”
SCHEMATIC FROM TOM HOOPER EXPLAINING HOW TO STRUCTURE STORIES IN A PITCH. IT WAS VERY INSPIRING IN OUR CAMPAIGN.
Colours
Formal Layout Elements
Gap
Business Focused Simple and Straightfoward Clear and Confident Quietly authoritarian
Approachable Honest Customer/People Focused Service Provider
Helvetica Neu 55 Roman Helvetic Neu Light 45 Helvetica Neu Bold 75 2nd choice: Calibri.
The type has personality, neither it shows the heritage of the brand. It appears overly corporate.
A type which is able to convey the brand Current Type is unable to convey the voice, and able to narrate the brand brand heritage. It does not show the a heritage. charachter or a personality > making the brand look less confident in itself. Simple, but with personality. Confident, Respectable. Flexible. It doesn’t induce trust as it appears quite corporate and bland.
A type which is :
It is slightly overly detailed. Authoritarian.
It can sit well in the contemporary context, but it is able to recall it’s heritage.
The logo needs to be:
Open, Honest business. It shows diversity and dynamism through the colour pallette. It requires respect. It shows authority.
Recognisable
Trypthic.: a straightfoward visual and verbal narrative. The visual “signature”. - Past, Present, Future. - Input,Output,Outcome. - Thought,Action,Conseguences.
The visual narrative is present. However it does not convey appropriately the brand aims.
An imagery which can tell many stories and put the real people behind. ( people who make the company and the consumer)
The current Imagery is unable to convvey the story it wishes to convey.
Able to showcase diversity.
The pallette is confusing and diffcult to remeber/recognise.
Legibility Boxes: Stylistic device to help legibility
Legibility Boxes: They appear constraining and distract the visual harmony & interrupt the narrative.
A singles word on an image: to make a point or reinforce the message.
It is overly detailed. Perhaps not as Contemporary.
Able to highlights the past but equally focus on the future.
12 Colours CMYK & Colours RGB Diversity Modern Progressive Deep, Bright
The current Logo is able to convey dynamism only trough the use of colours. rather than having a dynamic characted on it’s own.
Respected
Create an ever more impactful and contemporray visual narrative which highlights the company service.
“Hallmark” stories to communicate brand purpose. Simple, real, in the moment. Interesting angles, active, energetic, engaging. They convey humanity, likeability, approachability. Building in Scale, Scope, and Detail: to help us show the scale and scope of the crown estate land holding. Mixing wide, medium, and close shots.:to signal the “rythm”of storytelling. “Imagery should always look at the narrative, using big and small, scope and scale to help tell a story”
Overly business focused. Need a vocabolary oriented more towards the customer/people.
Action
Quietly authoritarian friendly and conversational simple and straightfoward honest, approachable clear and confident IT IS NOT: corporate,complicated,overly formal, arrogant, self important
Respected Confident Create Trust Have a personality Able to convey: Diversity & Dynamism
New Aim
A language able to tell stories A language that involves the people in A language that uses “first hand story” A language which aims to be more customer focused
recognisable respectable it has a character/personality (subtle) it takes from the past and it looks at the future.
Recognisable Respected flexible and resilient for the future ahead ( able to take many formats)
The imagery needs to:
Answer: “Who is the protagonist of this story?” The images does not seems to reflect Showcase customer “using” the service of the brand. the brand aim: They appear corporate, Outstanding quality : sharp,focused, key focal point, mood, generic, the quality needs improvement, angle. and most importantly, the main key Subjects: Vary depending on context but depicts people, focus point can sometimes be missing. create eye contact, positive expression, dynamic, natural. Use hands and gesture to signal emotion and create trust in the The current bounding box may make the viewer. narrative visually distractive. Able to tell a story within itself, without words. Able to highlights the past but equally focus on the future. Showcase diversity ( Age, genders, ethnicity, religion,)
Contemporary. Able to showcase the diversity of the Crown Estate service. Able to showcase it’s heritage and it aims for the future.
The variety of choice creates confusion and convey undecisivness. ( a lack of confidence) Not recognisable. Neither it showcase the brand heritage nor is modern or progressive, It creates a lack of charachter/personality and a “presence” for the brand.
The Colour Pallette aim is:
A Clear:
The current formal layout is overly corporate/static.
The formal layout aim is:
Visual language, a contemporary ‘presence”, which is honest, effective, simple, It is unable to create a proper its proper clear and truthfulll. charachter and the brand“presence”.
To be recognisable Simple, Confident. Truthfulll to the brand heritage. Able to take from the past but look in the future. Able to showcase the brand diverse services and holding. ( Seabed, Wind Farm, Windsor Park, Rare Minerals, Central London)
Recognisable Contemporary but roooted to it’s origin Clear Create a “presence”
THE CHART REPRESENTS THE BRAND ANALYSIS OF THE CROWN ESTATE BEHAVIOUR. THE GOAL FOR OUR GROUP WAS TO HAVE AN OVERVIEW OF OUR CAMPAIGN PROGRESSION AND SEE THE DIFFERENCES COMPARED TO THE CURRENT LOGO.
FINDING
MAP OF THE CROWN ESTATE TOUR IN LONDON. WE DECIDED TO SLIT IT TO BE MORE EFFECTIVE AND CREATE RESPONSIBILITIES FOR EACH ONE OF US.
Our group was constituted of five international students, which means we didn’t have personal data about the client. So it was obvious to us to start with researches around the client. And indeed, the Crown Estate is far bigger than we thought at the beginning. We also began to create a Google Drive to easily access to information that we collected. Since our team was composed of five students, we decided to divide the tasks of researches into subcategories: + Marketing Strategy + Storytelling around the Crown Estate + Brandbook and identity in UK + Tour of the Crown Estate’s proprieties in London + Brand Analysis + The Marketing Strategy was about the key themes of the Crown Estate, such as their strategic objectives, what are they trying to achieve, their business model, their approach. We then compared with the strategy used on campaigns nowadays: the effectiveness of benchmarks and metrics in a long-term campaign, how to find a balanced campaign, and the golden rules for media strategy. + After the meeting with Tom Hooper, we were influenced by his presentation and decided to create a schematic around our campaign. His way of creating a story structure was an efficient way to clarify our ideas and our thoughts around the theme.
+ The current brandbook was analysed all together, but we immediately recognised some parts were lacking. The style looked more like the design of a classic business company. Their goal was to show that they also ‘cared’ for people. But as part of our society, we didn’t feel any connections with the brand. + That is why we took the initiative to create a Crown Estate Tour in London in order to have a better understanding of their properties, the environment around and their influence on walkers. We cut the map into five perimeters and explored, interviewed companies and shops who were owned by the Crown Estate. I really enjoyed this moment because I decided for this task to go alone and take the initiative to look after the managers of each shop, ask them a few questions and create connections with them. History of places comes from people, and they have almost much more to say than the places itselves. + The Brand Analysis was an overview of what we wanted to change through our campaign. We created a board where we could compare their different choices and positions (languages, typefaces, logo, images, colours, formal layout elements used) from their voice to our new aim and actions took in our campaign. The gap was really interesting to analyse and also was a great way to see the evolution. After sharing the different resources, we agreed to create a planning per week. We decided to have meetings every two days for feedbacks and brainstorm our ideas. We agreed to always share on Whatsapp what we found, and take as much as screenshots as possible for our portfolio.
JOURNEY 1: THE CROWN ESTATE
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APPROACH Our approach was to highlight the power of stories. After our Crown Estate tour, we discovered that people were at the heart of everything. They are the connection between places and History. They are the storytellers and, as a bridge, they can help to connect the Crown Estate between his past and future. We found that the current Crown Estate visual behaviour already made use of the narrative as a key element in their visual language, through, for example, images. So we wanted to enhance that throughout the whole brand. As the Domesdey Book, we wanted to create the own story of Crown Estate. We realised that great stories need a great container to let the stories make their path. We thought about the creation of a new typeface since the typography is the carrier, the vehicle of all great narrative. We agreed to have different rules concerning this typeface. It needed to be respected, created trust, had a personality able to convey our message, be diverse and dynamic. The concept of the story inspired us into further editing other elements of the visual language, to make it cohesive as a whole. So we changed the colour palette, their logo, imagery and tone of voice they had. We concluded that the brand had an amazingly rich history and a prospering future ahead. This new sets of visual language were there to let its stories speak for themselves. So we came up with the main message of our campaign: ‘Stories Last Forever’.
THE PROCESS OF THE TYPOGRAPHY AND THE COLOUR PALETTE PARTS. MOST OF THE TIME WE UNIFIED OUR RESEARCHES, AND WE CAME UP WITH DIFFERENT STYLES. IT WAS MUCH EASIER TO SELECT AFTER WHICH ONE WE WANTED TO USE FOR THE CAMPAIGN. THE MORE WE PRESENTED TO EACH OTHER, THE MORE WE WERE COMFORTABLE TO SPEAK ABOUT THE WHOLE CONCEPT.
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VIDEO OF THE LASER ENGRAVING AND CUTTING THE RUBBER STAMP.
FINAL OUTCOME We decided to divide the tasks depending on our strong points (colour palette, logo, typeface, presentation and scripts). It also made sense for us that during the presentation in front of the client, we showed the part we worked the most. We were more confident with the work we did and had a better position to answer if the client had questions. We practised a lot the presentation before practising at the cinema room. I really enjoyed the place. It looked more professional and official. It was also a better way for me to see all the audience when I’m speaking. I was really satisfied with our way of showing our campaign since it was minimalist and straight to the point. The client and Kate explained to us the decision to cut the crown was really brave from our group and made a lot of sense in our campaign. However, they might have difficulties to have permission from the Queen to do it since their logo is an official representation of the crown. They appreciated the colour palette used and our way to create storytelling through people. I liked their honesty and their feedbacks even though I think they could go a bit further with the issues. The more I have (positive or negative) feedbacks, the more I’m growing as an Art Director but also as a person.
WE AGREED TO HAVE A PROFESSIONAL OUTCOME IN FRONT OF OUR CLIENT. THAT IS WHY WE WANTED TO GO FURTHER WITH OUR IDEA AND WE CREATED OUR NEW LOGO AS A STAMP. THE IMPRINTS WERE ON CARDS WITH SOME NOTES AT THE BACK, IN CASE WE FORGOT OUR LINES DURING THE PRESENTATION.
JOURNEY 1: THE CROWN ESTATE
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VARIOUS TESTS OF HOW THEIR LOGO IS BEHAVING WITH OUR NEW VISUAL. IT WAS ONE OF OUR FIRST EXPERIMENTATION AFTER TRYING TO COPY THE SAME STYLE WITH OUR NEW LOGO.
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PERSONAL FEELINGS + We were really excited to have for the first time a real client and a campaign where we could really show the final project. I think it was really satisfying as an Art Director to have official feedbacks directly from the clients and have more experiences to talk with them. + The dynamic and the energy were really there during each meeting since the more we went deeper with the Crown Estate’s world, the more we learned and saw their places in the UK in a different way. + I was also concerned by the project’s magnitude, but it was also a way to challenge myself. Apart from this project, we had simultaneously other presentations, artworks to realise. So time management was also really fundamental and important for me in order to success all the briefs. + The Crown Estate was also the first time where I decided to not choose randomly classmates to create the group (as I did before because I wanted to discover each people and see how they are working, their way of thinking) but to go directly with partners I knew how they worked, and fit perfectly my way of working. I wanted to be in symbiosis with my partners and avoid any issues concerning a lack of work. - We had an issue with one of our partners because we didn’t feel like she was fully part of the team. She missed some meetings. We struggled to let her do different tasks because most of the time it wasn’t fully done or it wasn’t what we were looking for. Her background wasn’t related to the design field, and it was completely fine, but I felt it was a shame for her to not develop more her design skills in order to help us in the campaign. We decided to finish the project and then suggested for a small meeting all together to talk about our personal feelings and frustrations. We realised it wasn’t a perfect way since the person concerned felt it was a trap as if we were all against her. I was relieved to have the possibility to explain my issues, but at the same time, I knew I shouldn’t have kept all these feelings to myself until the end. We concluded the communication may have been the issue and agreed to say directly our honest feeling for the next brief.
DIFFERENT SLIDES OF OUR FINAL PRESENTATION SHOWING HOW OUR NEW LOGO IS ACTING THROUGH DIFFERENT MEDIUMS. WE WANTED TO HAVE MINIMALIST VISUALS IN ORDER TO BE STRAIGHTFORWARD WITH OUR CONVEYED MESSAGE.
JOURNEY 2: JCDECAUX
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JCDECAUX
“I do not know if the third millenium will be mystical, but I do know that it will be human. This is a certainty. With Jean-Claude Decaux we are working towards this in our everyday lives - in the city, in the street.” Philppe Starck
CONTEXT Guest: JCDecaux is the leading multi-national Out Of Home (OOH) advertising company. They are responsible not only for prime-site advertising hoardings in cities around the world, both digital and print - but also for public domain improvements and placemaking. The company’s origins lie in installing multiple humble bus shelters in Paris and JCDecaux has grown from there. What they are looking for: The Brief is to research and understand JC Decaux’s agenda of sustainability and innovation, develop a campaign that can sit well on a number of JC Decaux’s outlets and channels, and to answer the question: “What would/should JCDecaux like to say to the public about their sustainable credentials ?” The aim is to foreground, explain and work with the idea of sustainability, innovation and the balance that JC Decaux always strives to strike. Balance between a sustainable business and its responsibilities to the environment; balance between the economy and the people involved both as workers and consumers; and balance in the definition and development of new urban spaces improvements and experiences. FIRST IMPRESSIONS + First time when we were more and more close to my big interest: the advertising world + really excited by the project: I felt I was in my element and couldn’t be more happy with this well-known client + a bit anxious about having the same group as The Crown Estate brief since we had some issues with one of our classmate. But at the same time, it was an opportunity to see the evolution after our discussion.
JCDECAUX UNVEILS THE KENSINGTON, A UNIQUE, SCULPTURAL DIGITAL CANVAS BY ZAHA HADID DESIGN.
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FINDING As usual, we decided to divide the researches into subcategories in order to have a better understanding of the task. We looked more into the different possibilities of a digital campaign and the creative visuals used by ad agencies, the competition of JCDecaux through the world, and the sustainable design that we can find nowadays. When we met again to brainstorm, we shared our new discovery. We were especially interested in a fact saw in an ad agency: advertising research reveals that the consumer’s emotional response to an ad has far greater influence on their reported intent to buy a product than does the ad’s content — by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. That is why after the meeting, we decided to focus more on emotion, how emotions rule our decision-making, and how we can ‘play’ with them in campaigns. We defined the target of our campaign, where it will go and the purpose of it. The second big brainstorming was all about finding creative ideas. We selected the most interesting ones and agreed to change the idea of sustainability. We thought that consumers don’t use the word, and largely, don’t understand what companies mean by it. Only 16 percent of consumers say they see the word “very often,” and most associate it solely with environmental issues. That is why we had to change the concept itself into a positive and more approachable one.
PARTS OF OUR RESEARCHES CONCERNING THE SUSTAINABLE DESIGNS AND THE EMOTIONS THROUGH COPIES IN ADVERTISING CAMPAIGNS. WE AGREED TO CREATE SLIDES TO MAKE EASIER OUR UNDERSTANDING DURING OUR BRAINSTORMING MEETINGS.
APPROACH The character comes from the idea of ‘humanising’ sustainability, where we humanise the characteristic of being sustainable in return that it could be engaging for the viewer to adopt the ‘characteristic’ of sustainability. Our idea comes from the positive perspective of sustainability where we want the viewer to work together with us to be more sustainable, but sustainable with what? Sustainable with the environment, Sustainable with well-being, Sustainable with others. We didn’t want another campaign to inform people how to be more sustainable, but to invite everyone to do it together with us. And this campaign will translate JCDecaux as a brand that is responsible, sustainable, caring, open and friendly.
JOURNEY 2: JCDECAUX
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WE SAW THE EVOLUTION OF OUR CHARACTERS SINCE WE FIRST OF ALL CREATED THEM AS SKETCHES, THEN PUT THEM INTO 2D CHARACTERS ON ILLUSTRATOR, TO SEE THEM AFTER ALL AS 3D CHARACTERS ON BLENDER.
FIRST CHARACTERS I DRAW FOR THE CAMPAIGN. IT WAS HARD TO CHOOSE THE RIGHT STYLE (NOT TOO CUTE, NOT TOO NEUTRAL). I WAS HAPPY TO COME UP WITH DIFFERENT VISUALS AND I ALREADY KNOW I’M GOING TO CREATE A BOOK OF SHORT AND FUNNY STORIES AROUND MY CHARACTERS DURING THE NEXT VACATION.
TESTS AND EXPERIMENTATIONS ON THE BLENDER SOFTWARE TO CREATE THE DIFFERENT CHARACTERS. I REALLY ENJOYED THIS PART SINCE I LOVE TO LEARN BUT IT WAS ALSO TRICKY BECAUSE OF THE CLOSE DEADLINE. I WILL NEVER REGRET THE WEEKS AND THE WHOLE WEEK-ENDS SPENT AT THE DIGITAL ROOM WITH MY GROUP. I FELT IT BROUGHT US EVEN CLOSER AS FRIENDS.
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Character
Compliment
Name
CJ5
Name Rationale
C represents the word compliment charateristic and J comes from Jean (the first name of the founder) and 55 comes from the year 1955 where JCDecaux was set up.
Personality
CJ55 is so positive it hurts, it is also optimistic, believe in everyone’s potential. CJ55 is the perfect companion for you, all day everyday! CJ55 knows that to make a better world, everyone should be nice to each other!
OVERVIEW OF THE DIFFERENT NAME CHARACTERS, AND THEIR FUNCTIONS IN OUR CAMPAIGN.
JOURNEY 2: JCDECAUX
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OUR INSPIRATIONS FOR THE CAMPAIGN (THE HEADSPACE APPLICATION, THE MARRYSMACHINE CHARACTERS,...). EACH OF US SHOWED OUR INFLUENCES AND DECIDED TO COME UP WITH OUR OWN COPIES, COLOUR PALETTE, AND CHARACTERS.
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WE ALSO THOUGHT ABOUT HAVING DIFFERENT TEXTURES FOR EACH ONE OF OUR CHARACTERS, BUT WE REALISED IT DIDN’T REALLY WORK ON BLENDER AND IT ADDED UNNECESSARILY DETAILS ON THEM.
JOURNEY 2: JCDECAUX
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FINAL OUTCOME The presentation was at the studio so it was a familiar and comfortable place to show our campaign. Since we had various viewers coming at the university just to see our presentations, we could feel the tension and the stress at the studio. But each presentation looked really professional and people were well-prepared to explain their project. We had minor issues because of the 3D characters, but it wasn’t a real problem since we wanted to show them at least one animated character. Since the process of creating a character took a long time, we had already in mind how to develop our campaign by animating the others characters. I was also glad to have feedbacks from my classmates who showed me minor mistakes on the characters. It helped us to know where we could improve the idea. The clients decided to go further with our campaign and offered to present it in their place with other JCDecaux colleagues. We still have about a month to improve our visuals and characters. My team is really excited to follow the project, and we all agreed that we wanted to improve our skills on Blender.
SLIDES OF OUR FINAL PRESENTATION. AS BEFORE, WE AGREED TO HAVE MINIMALIST VISUALS SINCE IT WORKED FOR THE FIRST CAMPAIGN. WE ALSO TRIED VARIOUS MOCKUPS IN ORDER TO HIGHLIGHT THE CHARACTERS.
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PERSONAL FEELINGS + I was really surprised by the final outcome. It wasn’t perfect since it was the first time that we used the Blender software, but we really felt in love with the characters. When we heard that we had more time to work on JCDecaux, we already did the 2D characters, but we thought it would be even more challenging with the time left to create them as 3D characters. + We could feel the friendly competition between the different groups since everyone improved from the first campaign for the Crown Estate. I was also a way for us to boost our campaign and improve it until the end. + I am overjoyed to have the possibility to work again on the campaign with my team since we were selected. We all felt we wanted to go deeper with the project and this is really an opportunity for us to have more experiences and visibility outside of the university. + I also had to chance to work with Irem in two different projects at the same time, so if one was better with Blender or After Effect, we could rely on each other and switch the task if needed. It helped me to not overstressed through the different briefs. - We asked advice from our teachers and classmates about our issues concerning one of our teammates since the communication didn’t improve a lot compared to our first campaign. Even with some misunderstandings, we finished the project altogether.
JOURNEY 3: THE MAPPING JOURNEY 20 18
THE MAPPING JOURNEY There’s no map for you to follow and take your journey. You are Lewis and Clark. You are the mapmaker. Phillipa Soo
CONTEXT Guests: Students from the MA Service Design at London College of Communication. What we are looking for: With the help of one or two Service Designers, we need to develop a proposal for navigation and way finding for a particular journey in a place and context of our choosing. We are free to play with scale, colour, typography, and materials. Our journey to a destination can be anywhere and for any purpose. The journey options and choices can be as simple or as complex as we like, but we should aim for the journey to be clear. We are invited to treat this as a conceptual task. My partner was chosen by drawing lots. Her name is Alicja Halbryt and she is Polish. FIRST IMPRESSIONS + Excited to meet new people from another MA, and share our skills + Abstract brief but the final outcome could be really interesting since we don’t know yet the person + A bit stressed by the timing of this new brief since we had the briefs from our MA but also other projects I had to do outside of the university. Even if it was a short project, I always looked at each brief as an opportunity to progress my skills.
SCENE OF THE ‘BANDERSNATCH’ EPISODE, FROM THE BLACK MIRROR SERIE. IT REALLY WAS OUR INSPIRATION FOR THIS PROJECT AND WAS THE STARTING POINT OF OUR BRAINSTORMING.
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FINDING Since I wanted to know more about Alicja, we immediately had a meeting at the studio. I think before starting anything, it’s really important to know about your partner, her way of thinking, what is her situation, what is she doing outside of the university. It’s also a great way to get a vibe of our team. Having got to know each other, we agreed to have another meeting where we will present our first ideas, points of views about the project and also a small moodboard. I was impressed by how we communicate really well together and how fast we agreed to go for one idea. Since we talked about our personal interests, we saw we had a common interest in the serie called ‘Black Mirror’ and how it had impact in our life. We wanted to create a simple concept where everyone could enjoy the visual. We thought about the interaction between our final outcome and the viewers. We loved games, and we both wanted to go deeper with that idea. We began to analyse the keywords of the brief and try to come up with games related to a ‘journey’. The common points of our games were the fact they were all from our childhoods.
MOODBOARDS OF OUR FIRST IDEAS. I REALISED I HAD MORE THE VISUAL PART IN MY MIND WHILE MY PARTNER WAS MORE INTO THE EXPLANATION BEHIND THE IDEA. WE AGREED TO COMBINE OUR DIFFERENT SKILLS TO COME UP WITH A GAME.
JOURNEY 3: THE MAPPING JOURNEY 20 22
APPROACH We knew we will see diverse projects since we had a lot of teams working on it, we wanted to have at least some impacts on the students. We linked the idea of creating a butterfly effect, saw in the ‘Black Mirror’ serie with a simple game. We wanted to highlight the fact small decisions can have huge consequences in a long or short term, but in a playful way. After thinking a lot about the type of games that we wanted to use (cards, dominoes, book,...), we went for the dot game. It was at the same time a simple game but also an interesting and effective way to create a final outcome. We looked for a main theme around the game and tried to create different paths, different stories per person,. We realised that with the various probabilities that we need to take in consideration, the final outcome could be hard to draw if we need to anticipate all the students’ behaviours. So to make it easier, we add another concept: The ‘Would You Rather’ game.
DIFFERENT EXPERIMENTATIONS AROUND THE FINAL OUTCOME OF OUR GAME. WE DISCUSSED THE VISUAL THAT WE WANTED TO HIGHLIGHT AT THE END OF THE GAME AND THE REASON WHY WE CHOSE IT.
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OUR FIRST DIAGRAMS TO CREATE OUR GAME. WE REALISED IT COULD BE HARD TO ANTICIPATE EACH ANSWERS OF OUR PARTICIPANTS. WE ALSO DIDN’T REALLY KNOW WHAT KIND OF STORIES WE NEEDED TO CREATE SO WE ASK ADVICE AROUND US.
JOURNEY 3: THE MAPPING JOURNEY 22 24
FINAL OUTCOME We weren’t sure about the final outcome since we tried to guess the behaviour of each student. We were really surprised that people enjoyed doing the game and shared their enthusiasm with the other classmates. We also didn’t have in mind the number of participants, so the final outcome couldn’t be properly revealed because of its success. I was really excited of the feedbacks of each person. Having the possibility to hear all the laughing and joyful moments around the game was a great satisfaction.
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PERSONAL FEELINGS + I really enjoyed to work with my partner since she had the same opinion about the evolution of our project. We were really flexible with the possible issues that we had since we were both at the same time in a ‘rush’ mode. + We had minor concerns about the final outcome but it wasn’t after all an issue since we saw the enthusiasm of the students around the project. I know for the next time I have to test physically more than twice my project before the presentation. - I would have loved to work with more than one Service Designer. I think a group of three persons is really wellbalanced and even better to be more open-minded with new ideas.
VIDEO SHOWING ONE OF OUR TEACHER PLAYING THE GAME.
WE SHOWED FOR THE D-DAY OUR GAME AND SEE THE RESULTS OF OUR WORK.
JOURNEY 4: C.A.N.N.TALKS 24 18 26
C.A.N.N.TALKS “The introduction of smokeless cannabis in dosage form will immediately ease human pain and suffering and help to move medical marijuana from the underground economy to the mainstream of the nation’s health-care system.” July 7, 2014, “New York Does Medical Marijuana Right,” Wall Street Journal
SINCE I NEVER WENT DEEPER INTO MEDICAL CANNABIS, I DECIDED TO SEARCH ABOUT IT THROUGH DIFFERENT MEDIUMS (VIDEOS LIKE TED TALKS, ADWEEK MAGAZINE, NEWS...). I PUT ALL THE REFERENCES ON A GROUP WHERE MY CLASSMATES COULD FIND THEM. IT HELPED ME TO HAVE A BETTER UNDERSTANDING OF THE SITUATION, ESPECIALLY IN UNITED KINGDOM.
CONTEXT Guests: As part of collaborative Unit we met Basia Zienewicz and Tarin Heaton Heather from CAANTalks. C.A.N.N.Talks has come into being as one of the mechanisms with which its hoped public opinion and understanding can be improved and perhaps changed. They presented their project and organisation and their idea to raise the public awareness of medicinal cannabis. What they’re looking for: The understanding of the history of cannabis use in the UK is patchy at best, and the herb, weed, plant and its products are either demonised or lionised by users. Consequently, the culture or cannabis use either for medical use or recreation. They are looking for the creation of short form video pieces of 10/20/30/45/60 seconds for use on YouTube, Instagram or Twitter. The films should be aimed at informing, illuminating and increasing the public understanding of cannabis, cannabis oil and its uses and history. We can use live action, animation, animated type or any means to create our piece. A generic still opening frame/logo and a generic still closing will be supplied.
2019/2/18
Medicinal cannabis: Why has it taken so long to get to patients? - BBC News
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Medicinal cannabis: Why has it taken so long to get to patients? By Rachel Schraer BBC Reality Check 16 February 2019 Reality Check
FIRST IMPRESSIONS + impactful testimonies around medical cannabis + really interested in the subject since I didn’t know a lot about it + relaxed atmosphere, we could feel it was easy to ask any questions or references around the subject. The clients were really there to listen to any issues and were ready to send rapidly their feedbacks by mail. +surprised by the number of classmates inside of one group. Since it was the first time, we knew we will need to change the strategy and the way we communicate to agree on each subject.
Medicinal cannabis was legalised last year but so far, virtually no-one in the UK has been able to access it. Now, enough cannabis to treat 30 patients for a month has arrived in the UK from the Netherlands. Four patients with prescriptions, all to treat chronic pain, will receive cannabis-derived medicines immediately. Specialist doctors have been able to prescribe cannabis since 1 November - so what has taken so long?
The new law https://www.bbc.co.uk/news/health-47241787
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OUR GROUP WAS REALLY BIG AND A LOT OF PEOPLE WANTED TO WORK ON MULTIPLE PROJECTS AT THE SAME TIME. IN ORDER TO NOT LOSE ANY TIME, I SUGGESTED AND CREATED A POLL ONLINE FOR OUR GROUP. IT WAS ANONYMOUS, AND IT ONLY SHOWED WHICH ONE WANTED TO WORK ON A SUBCATEGORY ABOUT MEDICAL CANNABIS. IT WAS EFFECTIVE SINCE, AFTER THAT, WE IMMEDIATELY HAD OUR GROUP OF 2-4 GROUPS.
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FINDING Since the brief was divided into two big groups about eleven students, the task wasn’t easy to agree and divide each section. Even with a meeting and discussions on a WhatsApp group, each task was hard to divide because of the size of our group. I remembered in my previous school we used online polls to easily ask opinions and point of views around the school. I thought it was a great way to organise each sub-group, so with the agreement of everyone I created one for the cannabis project in order to be faster with the organisation. Since the answers in the poll were anonymous, it was also an interesting way to see at the end who was the person interested by the same subject as you. After the repartition and a minor issue where I had to change the group, I could finally meet the other classmates and shares my ideas. I already started the researches, so we just shared what we learned and how we could improve our main ideas. I was fascinated to discover the wealth of information about cannabis: on AdWeek, I had an overview of the previous ads or campaigns realised by agencies, on Netflix they have a serie called ‘Explained’ where they have an episode all about cannabis (it was really useful for me since I was a beginner about medical cannabis), A Ted talk from a physician called David Casarett, explaining what mainstream medicine could learn from the modern medical marijuana dispensary, or even a podcast on the NeuroHacker website where they are interviewing and talking about the legalisation of cannabis around the world.
AFTER SHOWING DIFFERENT EDUCATIONAL VIDEOS ON YOUTUBE, WE AGREED TO FOCUS MORE ON OUR OWN STYLE, AND THINK ABOUT THE FORMAT, THE SIZE, THE WAY TO CONVEY OUR MESSAGE THROUGH VISUALS.
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WE WENT THROUGH THE BRANDBOOK OF C.A.N.N.TALKS, AND WE WANTED TO ALSO HAVE A BRIGHT COLOUR PALETTE. WE AGREED TO STAY MINIMALIST AND SIMPLE WITH OUR COLOURS SINCE THE ANIMATIONS COULD BE MORE TRICKY AND COMPLEX TO CREATE IF WE ADDED MORE DETAILS (TEXTURE, SHADOWS,...).
SUGGESTIONS OF DIFFERENT STORYBOARDS. SOME OF THEM DID NOT WORK AND WE REALISED THAT SOME OF OUR GROUP WERE BETTER TO WORK ON STORYBOARD WHILE OTHERS WERE BETTER TO FOCUS MORE ON THE ANIMATIONS AND THE ILLUSTRATIONS.
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APPROACH Our team wanted to focus more on animation since it had impact on the viewers. It can establish connections with people and transmit in a friendly way the message of the campaign. It can also present attractive images so we haveto have a better understanding of it. Social media is nowadays all about videos and visuals. After showing different educational YouTube channels and analysing their different points of views, their ways of filming or editing their videos, we decided to focus more on how to be interactive with teenagers and people on various platforms. We thought about the creation of a quiz where people will have the time to think about the questions and see the answers with a small explanation. The goal was to make people closer to the topic of medical cannabis. How it has an impact on our society and on different families, how we can be concerned by the limit of it and the different laws in the United Kingdom. We decided to draw and do sketches for the storyboards since each of us had different opinions about the final visual. Since we were four in our team, we realised our weaknesses and our strong points. If someone felt more comfortable to switch the task with another work to do, we didn’t have any issues to do it as long as we communicated with each other. We thought about different strategies depending on the social media used since they are all behaving differently (Facebook with their overview of stories, the highlights on Instagram, the thumbnails on YouTube).
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PERSONAL FEELINGS + I liked the fact of being a newbie about the cannabis subject. I never went further or was personally interested in the medical cannabis and this was a really great opportunity for me to be more open-minded about the subject. It also was a great way to create connections with some of my classmates who already used medical cannabis. I felt closer to the persons and discovered a hidden part of their lives. + Since we were part of a big group, it was easier to share our ideas and our evolutions on our videos since we had to come up with a connection between all of them (by the music, style, colours,...), even though the process could be slower since we had to reach compromises. + I am excited for the next step since we recently discovered our project could be shown in an exhibition. That means it is another opportunity for us to develop our network and expose our work outside of the university. - I felt at some moments a lack of communication in our team. I think it is because we were a bit shy to ask help with the tasks, or we had issues with time management. We talked about it in the middle of our project, and we agreed to make more efforts to discuss our issues with the group. Some of us were also anxious by the lack of professionalism in our team. So since the project is not finished we will focus on these problems and try to correct or overcome them.
OVERVIEW OF OUR ILLUSTRATIONS. WE WANTED TO HAVE THE SAME STYLE. THAT IS WHY EVEN IF ALL OF OUR TEAM WANTED TO WORK ALL AT THE SAME TIME ON THE ILLUSTRATIONS, WE DECIDED TO CHOOSE ONE PERSON TO CREATE THEM. IT COULD BE CHALLENGING TO REPRODUCE THE SAME STYLE EVERYWHERE WHILE IT IS NOT THE SAME PERSON WHO DREW THEM.
FINAL OUTCOME Since we postponed the final deadline for this brief, we have the vacation to overcome some issues with our videos. We presented our three videos. One had the landscape format while the others were like a social media video, on the portrait video. We wanted to experiment with different frames and scales in order to have different feedbacks. The music found fitted the videos, but we realised with our teachers and classmates we might add other sounds to make the video more dynamic. We were also impressed by the various visuals of the other teams and it boosted us to go even deeper with the interactive game. We are thinking of other creative ways to use social media to interact with people since the quiz format can be sometimes overused and not really exciting.
ONE EXAMPLE OF OUR VIDEOS. THE WORK IS STILL NOT FINISHED SINCE WE HAD FEEDBACKS FROM THE CLIENT. WE WILL NEED TO WORK MORE ON THE ANIMATIONS, THE DYNAMIC OF IT, AND ALSO WE WANTED TO GO DEEPER WITH OUR IDEA OF QUIZZES. WE ARE THINKING ABOUT OTHER WAYS TO MAKE IT EVEN MORE SOCIAL AND INTERACTIVE.
The fact that we have more time let us improve our skills in different softwares. We had a discussion just after the presentation, and we decided after the deadline of our portfolio to create another planning where we will overcome each issue per week. We know we will be busy with our personal lives and the other briefs, but it is a way for us to have effective time management.
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VARIOUS MOCKUPS ON SOCIAL MEDIA IN ORDER TO HAVE A BETTER OVERVIEW OF OUR VIDEOS.