Contents
Prize For Illustration 2017 AOI Sounds Of The City
3
Penguin Random House To Kill A Mockingbird
5
Stratstone Harrogate Mini Countryman Launch
7
Leeds College Of Art Christmas Card 2016
9
YCN Greenall’s Out Of Order Colours May Vary
PLATO
11 13 15
‘SPACE’ NEST Magazine
17
Illustration Friday Illustrated Type
19
St Wilfrid’s Sixth Form
21
Immersive Travel Illustration Final Major Brief
23
Extended Practice Summative Statement
25
Prize For Illustration 2017 AOI Sounds Of The City Brief 1 Brief
Create artwork in response to the theme of ‘Sounds of the city’, that celebrates the sounds heard in the hubbub and quiet spaces of the UK’s vibrant, diverse, multi-layered cities.
Audience
To be displayed in the London Transport Museum - General Public. Prize for Illustration Judges.
Genre
Merchandising Marketing Gallery Artwork
Deliverables
1 Image per entry/per person
3
Evaluation The Prize for Illustration 2017 was a competition brief with the outcome of the work being displayed in the London Transport Museum, but also the possibility of being used towards marketing and merchandise material for the museum. I identified this brief as something that fits with my intentions for Extended Practice, as the outcomes would be a highly commercial, and give me a chance to explore Graphic and Product design processes, as opposed to just illustrative. To answer the brief, I tried to respond in a unique way ignoring the obvious mechanical modes of transport, and focusing on the concept of ‘footsteps’. I felt that a unique concept would benefit my submission in order to create variety in the exhibition. Through research into existing entries and other appropriate visuals, I was inspired to explore using a limited colour palette, that eventually developed from a variation of the Union Jack flag - a concept that I feel celebrates the multi-cultural and diverse Britain that we live in today. This brief was initially just an opportunity to develop and refine my image, as it’s initial outcome is to be displayed in a gallery. Using roughs and mockups I had a huge focus on refining my compositions, and other image-making tools like line quality, using feedback to strengthen my submission throughout the process. Upon completion of my final image, in order to generate commercial work for my portfolio I began applying my image to products and outcomes such as marketing material like posters, and general merchandise like mugs, pens and tote bags. I feel that I really utilised and pushed this brief, from just an illustrative outcome into a range of disciplines, demonstrating commercial awareness of image development and application strategies. Overall this brief has initially been a great opportunity for me to practice the basics of image-making, using elements like colour, composition and line quality to communicate the “UK’s vibrant, diverse, multi-layered cities”. I was happy with my submission and felt that it responded to the theme in a successful and developed way, resulting in me being shortlisted! My piece ‘Step Step’ will be exhibited at the London Transport Museum from May through to September, which I am really excited about, gaining more publicity for my practice.
4
Penguin Random House To Kill A Mockingbird Brief 2
Brief
Design a new and classic cover for To Kill A Mockingbird by Harper Lee. The cover should feel timeless and confident, and appeal to a whole new generation of readers.
Audience
Adults/Young Adults Classic Literature Fans
Genre
Book Cover Design
Deliverables
Full book cover; Front, Back and Spine design Including type, barcode and logo
5
Evaluation I identified the Penguin Random House Student Design Awards as an excellent opportunity to explore illustrative and graphic processes, in order to develop a highly commercial outcome that demonstrates commercial awareness of market place, to be used in a portfolio relevant to commercial work. Book Design has been a consistent theme throughout my time at Leeds College of Art, and I have identified it as a process that I really enjoy, resulting in the presentation of a fully rounded product with a professional finish, utilising image aswell as font and layout design. My concept for the design was a product of research into existing products, theories and visual references surrounding the book, resulting in a bold, atmospheric and cinematic design with a developed concept, reflecting my usual style and processes. Basing my design on the symbolism of buildings within the book, I took inspiration from compositional and functional qualities used in the NoBrow Art Deco book, resulting in a continuous wrap around cover that I felt reflected the mixture of light and dark themes within the book. I felt this brief to be quite challenging in terms of creating something that had a unique take on the story, that I don’t think I achieved fully. However I am confident that I was able to create an effective concept based design that would effectively promote the book, reflecting it’s tone of voice and themes. To demonstrate commercial awareness further, I developed my design using basic animation, to make it relevant to screen based platforms like e-books, making it more immersive and eye catching. With digital application happening in all genres of product development, I felt it would be an efficient and worthwhile exploration into the technical elements of GIF/animation creation, that I’m confident will benefit my practice in the future, and certainly my portfolio. My overall experience with this brief has been an enjoyable one, resulting in a range of effective outcomes that work across a range of platforms and contexts. Using my initial time plan, I felt that I was able to consistently meet each stage of the project, allowing me to progress using a logical creative process. This project made me realise how appropriate book cover design/ product design is to my practice, allowing me to identify it as an area for further exploration.
6
Stratstone Harrogate Mini Countryman Launch Brief 3 Brief
Create decorative backdrops that communicate ‘Outdoors’ to be displayed at the launch of the Mini Countryman.
Audience
Mini Customers Families visiting the Launch People with a passion for Adventure/Outdoors
Genre Set Design Marketing
Deliverables 4 Decorative backdrops
7
Evaluation This was my first collaborative brief since Responsive last year, where this time I worked with Joe Hawkins to develop a range of back drop images that communicate an ‘Outdoors' feel, to be displayed in shop at the launch of the new Mini Countryman. Myself and Joe both approached the brief with an eagerness to make commercial work for an established company, in order to create work to a professional standard. Our experience of working with Stratstone is one that I have definitely learnt from, as the overall process could’ve been made alot simpler with clearer communication between us and the client. As the brief was going to be a very quick turnaround, we were under alot of pressure to ‘get it right first time’ as we didn’t have alot of time to adapt and change our idea, so time management and planning was key to the success of our outcomes. However our efficiency was compromised by delivery of false initial information, leading us to waste of a lot of time developing outcomes that weren’t physically and conceptually viable with the eventually defined brief. Upon agreement of the brief and desired outcomes, myself and Joe were able to plan the project more efficiently. In terms of sharing the workload, as we are both illustrators, we decided to logically allocate different sections of the images to each other, with Joe focusing on background design, and myself creating imagery for the foreground, initially a on a colour scheme before hand. We found that this was going to be the only way to ensure that our images had a visual consistency throughout, however resulting in an under developed outcome that didn’t really utilise any kind of concept, and was used more for decorative purposes. Having said that, our eventual designs did communicate ‘Adventure’, which resonated with the brand image of the Mini Countryman, making them effective responses to quite a vague brief.
Stratstone Harrogate present
The Awaited Launch
of the All-New
C
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U
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T
R
Y
M
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Saturday 11th & Sunday 12th February 2017
Book a Test Drive today at
www.stratstoneharrogatemini.co.uk
I also took this opportunity to start exploring ways that I could develop our outcomes, to meet my desired criteria for Extended Practice. Although the images were initially made for more decorative purposes, I decided to appropriate them in a context where they were used to communicate in a commercial way, making marketing material for the Mini brand, including posters and Logo/Poster developments. Overall this brief has been another good chance to explore basic image making for commercial use. I feel that I personally was quite innovative in terms of developing outcomes that utilise more of a function, identifying appropriate methods of distribution. I also used basic GIF creation to develop my logo outcomes, to create another element of communication within the design. This brief has been beneficial in teaching me about interacting with clients and how much it will impact on your work flow if you don’t communicate effectively, but overall I have found the experience to be enjoyable, resulting in a demonstration of identifying methods of development that are appropriate to my practice (and an unexpected payment from Stratstone!).
8
Leeds College Of Art Christmas Card 2016 Brief 4 Brief
To design and make 75 Leeds College of Art Christmas Cards to be mailed out to key College contacts. The card must have a crafted feel, but look professional and artistic. It must also have the College logo on it somewhere.
Audience College contacts Business Partners Creative Agencies
Genre
Greetings Cards Seasonal Work Product Design
Deliverables
A5 Christmas Card design
9
Evaluation I identified this brief as an opportunity to explore image making, but also product design, that demonstrates commercial and market awareness. As my work is quite atmospheric I felt this would resonate effectively with the visual culture that surrounds Christmas. Like book design, greetings cards provide scope to play around with font and image to create a fully realised and designed commercial product, which is what initially drew me to start the brief. I based my design concept on existing examples of paper cut and simply illustrated examples of greetings cards, eventually inspiring me to find a way to unite these 2 processes. One of the criteria for the brief was for the card to have a ‘crafted feel’; Unfortunately I’m not very ‘crafty’ so I found an appropriate way to develop my imagery that resonates with my practice, forcing me to push my imagery off the screen and think about presentational elements alot more. The main struggle I had with this project, was realising half way through that greetings cards aren’t a genre that personally interest me. In comparison to book cover design, Greetings cards don’t have the depth and conceptual development that I find exciting within creating an outcome. Overall I feel that I managed to create a functional and effectively designed outcome that answered the brief successfully, adapting it to fit my preferred way of working. Also it was beneficial to gain experience working towards a deadline, forcing me to utilise a time plan in order to organise my workload effectively to coincide with COP.
10
YCN / Greenall’s Brief 5
Brief
Produce a piece of creative that brings to life a quintessential British moment in contemporary way and has Greenall’s at its heart.
Audience Gin Drinkers Millenials
Genre Marketing Advertising
Deliverables
Campaign concept work and development
11
Evaluation Last year for responsive, I responded as part of a collaboration to a D&AD brief for the drinks company Desperados, that overall I found to be quite an enjoyable experience. This year I decided that YCN and D&AD are briefs that I should be attempting in order to build a portfolio of commercially aware and informed outcomes for live briefs and brands. I was drawn to the Greenall’s brief initially, mainly because I am a fan of their products and their distillery is located within my home town. Also after researching into the brand I gathered that the company had a light hearted and cheeky personality that I felt would be interesting but challenging to reflect within my outcomes. My initial idea was to create an animated response, which I found to be an enjoyable challenge at first, using storyboarding to develop and refine my concept. I initially took inspiration from an animated short from Parallel Productions, identifying an effective style, and punchy but subtle way of animating that I felt would not only answer the brief, but resonate with my level of skill and experience with creating moving image. Unfortunately due to ineffective decision making and eventual loss of interest in the idea, I decided that my original idea was not plausible, taking up alot more time than I had anticipated. At this point, I had to abandon my original time plan and pursue a concept that was viable in terms of time before the deadline, which definitely had a hindering effect on my final outcomes. I have learnt from this experience that experimentation in terms of utilising technical elements is key and will enable me to plan my time more effectively and realistically. My finalised concept was achieved through general idea generation in my sketchbook, which was then informed through contextual research and research into existing products. I identified the theme of ‘Shakespeare’ to be one that I could use for comical effect, aswell as communicating elements like ‘well established’ and ‘classic’ about the Greenall’s brand. It also resonated with the ‘quintessentially British’ element initially outlined in the brief. In light of my final responses, given the way this project failed to stick to a plan, I think the outcomes were effective, and definitely show a solid start to what could’ve been a fully functional advertising campaign with a strong and developed concept. I’m confident that I was able to use font, layout and illustration in order to create fully realised commercial outcomes. I found feedback to be critically useful when developing these outcomes, making decisions based on feedback about legibility and confusion surrounding the concept. I think my visual tone of voice worked really effectively to communicate the cheeky, friendly personality of the Greenall’s brand, answering the brief in an adequate way. If I were to do this project again I would definitely have more of a focus on testing processes in order to initially avoid wasting time. I also feel like my outcomes were very 2 dimensional, which with so many digital platforms available to engage with viewers, could’ve utilised elements like animation in order to make my outcomes more engaging and commercially aware.
12
Out Of Order Colours May Vary Brief 6
Brief
Create artwork interpreting the theme of ‘Out of Order’, to be displayed in a gallery space.
Audience
Colours May Vary customers Print collectors Friends and Family
Genre
Gallery Artwork Promotional
Deliverables
1 Image printed 30cm x 30cm
13
Evaluation This project was one that I really wanted to take part in, but did not meet my intentions for the module in terms of creating commercial work. I identified this brief as more of a self-indulgent image making brief, with it’s function solely being to be viewed in an exhibition and to sell prints. This whole context was something that I’ve never been hugely familiar with as selling prints has never been a focus of mine, I want my work to have more of a function other than just being a pretty picture on a wall. I still wanted to respond to the brief as I thought it would be an excellent opportunity to start generating publicity for my practice, even if the outcome was not for commercial use. I decided to play on my strengths of creating atmospheric imagery, using lighting, colour and composition, resulting in my image ‘The Motel’. My initial inspiration was the idea of a blinking broken light, swaying me to look into environments that have these kinds of visual connotations, eventually deciding on a Motel. My final outcome had quite a narrative approach, using cinematic composition and atmospheric visual elements to immerse the viewer, taking visual inspiration from the film genre, Film Noire. I think my final image was quite powerful, in terms of communicating an atmosphere through colour and lighting, but also in terms of meeting the brief and conveying the theme of ‘Out of order’, communicated through not only the broken motel sign, but the inconspicuous lovers that I used to build an interpretive narrative. I really enjoyed making the final image and constructing a narrative, which was something I wanted to push a bit further, resulting in my image ‘Part 2’, that utilises a consistent illustrative and atmospheric quality. Again this was just for self-indulgent purposes but also to generate more work to keep active on social media. After having previously explored applying animation to my To Kill A Mockingbird book cover, I felt inspired to develop my images here so that they were completely immersive and relevant to screen based platforms, helping me to identify Editorial illustration to be an effective use for these vague but conceptual images. Overall, I feel like I got alot out of this brief in terms of creating work and building a concept around a specific theme, but also identifying appropriate ways of developing my images, like animation, to create a more interactive and immersive element.
14
PLATO Collaborative Brief Brief 7 Brief Create and design the branding and packaging for a fictitious cosmetic company, that promotes awareness of a global issue.
Audience
Men and Women, Ages 16-40 The modern person who looks after themselves, at no cost of the environment.
Genre
Branding Product Design Pattern Design Rendering and Product Mockups
Deliverables Branding & Packaging Multi platform campaign
15
Evaluation This was a collaborative research based brief that explored product design and branding, in which I collaborated with graphic designer Amelia Bramwell. We chose to pursue our own self initiated brief because upon looking into YCN and D&AD briefs, we didn’t identify any in which our personal skill sets would work effectively together. Myself and Amelia both had an interest in concept development through branding and product design, inspiring us to write a brief with a product and design based outcome. I personally felt that this type of brief would benefit my practice in terms of finding another method for commercial application. Our concept developed from identifying a shared interest in mythology, leading us to focus on the story of ‘Atlantis’, an ancient city lost underwater, as an appropriate and exciting theme. We were also able to innovatively apply elements of the story to global issues like rising sea levels, which we wanted our product to raise awareness about. To share the work load effectively, we decided that Amelia would be in charge of Branding and multi platform elements like website design, and I would focus on designing the visual elements of the product and packaging. My main struggle with this brief was pattern design. I’m not and have never been a pattern designer, so I had no understanding of what the process entailed, nor an understanding of how to use a concept to develop a pattern. From collecting visual pattern inspiration I identified an aesthetic that I wanted to create into order to communicate the themes of mystery and something being concealed, that I could develop using my knowledge of image making. However upon beginning my visual exploration, I couldn’t think of a way to define a successful concept based pattern, resulting in my exploration having no real aim, other than just to play around visually. Once again this comes down function of my work, and has helped to identify that work with purely decorative purposes does not interest me, as discussed in the Christmas Card brief. I feel that my skill set was utilised however within designing and rendering the box. I’m confident that I have a good knowledge of light and shadow, that I was able to apply to create visual mockups in order to propose our complex box design. Overall this brief provided me with new challenges and new ways of defining a successful concept based outcome. Although the work I have produced here does not reflect my visual signature, I feel it is effective and appropriate to the product design market, taking inspiration from trends and existing products. In terms of creating a fully realised product, I feel that more development work could’ve been done in order to create a more detailed proposal of the product and a multi platform campaign.
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‘SPACE’ NEST Magazine Brief 8 Brief
Create artwork in response to theme of ‘Space’ to be printed in a widely distributed local publication.
Audience Nest subscribers Students Creative Agencies
Genre
Poster Design Publishing Editorial
Deliverables
1 PDF Image and bio of what the work is about and an explanation of your practice.
17
Evaluation This was another project that didn’t really resonate with my commercial based intentions for the module, but again for self indulgent reasons, I felt it would be a good opportunity to develop work in order to stay active on social media. In first year, I created work based on Carl Sagan where I realised that creating bold skies full of colour and stars was something that I enjoyed, and so creating visuals in response to the theme of ‘Space’ I couldn’t turn down. This brief was started and finalised in one day, due to the fact that I had previously missed the deadline for the Nest submissions, and it had been extended, so the concept wasn’t extremely developed. However I was confident in my submission that it was bold and cinematic response to the theme of ‘Space’, that reflected my visual signature. I identified a way of developing my outcome to meet my criteria for Extended Practice, in which I created a book cover for the book ‘Astro Physics for People in a hurry’ by Neil Degrasse Tyson. Admittedly I hadn’t read the book but after researching into space themed publications I identified this as the perfect use for my image. I felt that the compositional elements of my image communicated a sense of being ‘over powered’ or ‘lost’, which are elements I feel are very appropriate to someone starting to learn about the complex subject that is ‘Astro Physics’. I think I was able to successfully identify relevant type faces to create a fully realised book cover design, with a professional finish. Overall, I feel that although my response didn’t have a primary function other than to just look visually effective, I’m glad that I was able to identify an appropriate area to develop my image and apply it to a commercial context. I also feel because my cover design is so effective that I have gained another portfolio piece relevant to commercial illustration and design.
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Illustration Friday Illustrated Type Brief 9
Brief
Create illustrated typographic outcomes in response to given weekly theme.
Audience
Illustrators/Designers Employers
Genre
Typography Editorial Illustrative Design Rendering Portfolio Pieces
Deliverables
1 response per week (1 month)
Live ongoing brief 19
Evaluation Illustrated Typography is something that was brought to my attention by Ben Cox from the Central Illustration Agency, when discussing what a portfolio of commercial work should include. I identified this genre as a way of making work that is a relevant to graphic and illustrative processes which makes it applicable to a range of commercial contexts like poster design, or advertising campaigns. I chose to pursue this brief as a ‘one a week’ project, as each outcome didn’t need a huge amount of development, and was a realistic work load that I could factor in to my weekly time plan around bigger projects. It was also beneficial to just make work in order to keep active on social media, and to upload to my website to stop the content from looking stale. I think the successful elements in my outcomes are my ability to use shadow and light effectively to render realistic variations of the type, to create illustrative and communicative outcomes. Overall, this project has been beneficial in helping me to identify areas for further exploration, which will useful in terms of maintaining momentum once this module has finished. I intend to carry on with this project but creating more developed outcomes that communicate powerful messages, as opposed to just illustrating the word.
20
St Wilfrid’s Sixth Form Brief 10 Brief
Create a range of marketing material for St Wilfrid's Sixth Form, persuading exterior audiences and students at the school to enrol at the college/stay on for further education.
Audience
14-16 year olds hoping to achieve educational and vocational qualifications. The parents of audience.Â
Genre
Marketing Educational Marketing Online Poster Design
Deliverables 2 x Outcomes Website Image Poster Design
Live ongoing brief 21
Evaluation I’ve had the amazing opportunity to begin working with St Wilfrid’s school and sixth form college in Featherstone, to generate some new marketing material in an attempt to enrol more students in the next academic year. This has been a live brief where I have had to communicate with Chris Slater, the head of marketing at the school, in order to continuously develop my concept. Once completed I am confident that these will be effective portfolio pieces that demonstrate an ability to construct and design a fully functional marketing campaign. Upon looking into examples of Educational Marketing, I have identified a number of consistent techniques that will continue to inform my outcomes. I found the use of language to be a key element, often providing some form of uplifting or inspirational mantra, which is a main technique I have employed. My main struggle with this brief so far has been use of colour - In educational marketing especially, colour is a key design aspect that is highly communicative, yet I’ve been attempting to incorporate the colours of the logo into my design to communicate a friendly, nurturing and culturally diverse environment. I feel that I have effectively identified type that further communicates this element, in an attempt to create a contemporary yet appropriate aesthetic. My experience so far has been enjoyable, and i’m really excited to be working on this project. Communication with the client has been an issue at times, but I feel that this is an accurate insight into working in the creative industry, so I will continue to work proactively in order to overcome the drawbacks this has produced. Unfortunately, this brief is still live and ongoing, and will be until the end of August, hence the under developed examples, yet from what I have achieved so far, I’m confident that I am informing my outcomes through research and focus on communication.
22
Immersive Travel Illustration Final Major Brief Brief 11 Brief
Create Animated/Interactive Images that make editorial travel content more engaging.
Audience
People with an interest in Travel Journalism Art and Design, contemporary illustration and graphic design Children
Genre
Travel Illustration Editorial Animation Layout App Design Web Design Logo design/Branding
Deliverables
Concept boards & Article Layouts 3 x Animated Title Images 3 x Editorial Spot Illustrations
23
Evaluation The theme for my final major project was ‘Immersive Travel Illustration’ which refers to visual editorial content that creates an engaging experience for the viewer. I identified this pathway for my project as something that could sum up every creative process and genre that I have touched on throughout the module, to create one final embodiment that reflects my intentions of exploring commercial design and illustration. I was inspired to research into this area after I took part in Google Expeditions at the Leeds City Museum, a Virtual Reality experience that intended to transport the viewer to places around the world, using 360 virtual reality technology; Google Cardboard. After feeling slightly disappointed at the still image experience I had just witnessed, I was inspired to look into creating my own illustrated VR images that could be used in an Editorial context, utilising illustrative, graphic, and animation processes to create a completely immersive and engaging experience for the viewer/reader. After attempting my own VR illustration, I was held back by technical challenges that disappointingly I didn’t know how to overcome, resulting in more of a focus on animation and moving image. From completing my own market research, I identified that there was a gap in the market for a new journalism product that utilises the possibilities of screen based platforms, using processes like animation to make more visually engaging content, resulting in the development of an App and Website concept; ‘Travillo’, which also allowed me to develop branding, app and web design. I identified travel illustration as something that resonates with my practice, as it interests me personally, but also the subject matter lends itself to the kind of work I like to make. The outcomes for this project I feel are very effective, as a result of tests, research and refinement. Although I do not feel that they are extremely conceptually developed, I really just wanted to use this platform as a way of showing what could be possible for Editorial content, displaying innovative qualities that would be beneficial to show in my portfolio. My main concern with this project is that I was unable to create a finalised clear and direct concept visualisation, as alot of my content was animated, so alot of it is still left to the imagination. Overall I feel this project has been very successful in terms of identifying a problem and solving it, using research and innovation to create a solution. Although I feel technical problems held me back alot in this project, I have been able to propose a fully functional and app and web concept that answers the brief and makes travel journalism more engaging, aswell as developing my understanding of Animation hugely.
24
OUIL603 Extended Practice Summative Evaluation
25
My main intention for this module was to generate a wide range of responses that are appropriate to commercial illustration and design. I have identified a range of briefs, live and competitions, where the outcome would be appropriate to my intentions of creating an informed body of commercial work. Throughout the module I have consistently identified areas and contexts that I could apply my finalised outcomes to, using processes like animation to push them further, in order to create an innovative body of work that works across a range of platforms. I also feel that the briefs I have been responding to, have allowed me to create fully realised outcomes using graphic design processes to add finishing touches and present my work to a professional standard, for example book cover design. I feel that I have used this opportunity to really explore all relevant pathways, including product, app, web, logo, advertising, typography and book design, which will show versatility and skill in a varied and effective portfolio. My favourite brief of the module was my Final Major Brief which saw me identify a problem using market research, and develop a solution to it in an innovative and professional way. I feel that this project was an embodiment of every process and genre I have explored throughout the module, demonstrating my ability to capitalise on successful elements and develop them. This module has helped to realise the areas that I enjoy working in, and the one’s I do not - for example, creating self indulgent outcomes with no function other than to be decorative, referring to pattern design and greetings cards. I have gained a better understanding of the technicalities of animation, which I can confidently now use to continue to develop my images, in order to keep my work relevant to technological advances. I’ve gained alot of valuable experience in responding to briefs in a professional manner ensuring that my audience and function have been carefully considered. I have also become aware of the importance of testing processes before pursuing them, especially if they are technical, as I feel this has hindered a few of my outcomes, for example Virtual Reality tests. With elements like Virtual Reality, I feel I have demonstrated a commercial awareness around developing technologies like this, and identified ways that I can use in future to generate more immersive and interactive outcomes. I have also gained alot more confidence in my ways of working, especially after being shortlisted for The Prize for Illustration 2017, and receiving some positive feedback from Ben Cox. I am confident that I have built a solid foundation of skills and knowledge, on which to build the rest of my creative career, hopefully working continuing to work in a commercial context.
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Dan Gilmartin Extended Practice OUIL603