RECORDING FROM HERE
CHOOSE DIRECTOR
> Choosing director is the first step, and it’s really important for this project. Director choice decides the whole process and visual system of film festival. I chose three great directors as my first choices. They are Cameron Crowe, Woody Allen, and Wim Wenders. After discussed with classmates and professior, I chose Cameron Crowe as my final choice, and was really excited to work.
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DESIGN BRIEF
> Before I get too far, it’s best to chart my goals and define the project whtnin a certain number of parameters. The Design brief will serve as a guide for my project.
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FILM BOARDS
> Films boards can help me to generate the visual system of Cameron Crowe, and the tone of the films. I can get the basic imformation and tone of my own film festival, which can stands for Cameron Crowe.
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DESIGN BUCKETS
> Design buckets are significant for the visual development. We had to collect photo style, graphic style, tyle style, language style, and format style. We had to refine it in a few weeks, and made our own visual system for our director, which is Cameron Crowe for me.
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IDENTITY SKETCHES
> While exploring my film festival name, began to use this name to creat a visual identity (logo) for my film festival which began to reflect the vision of the director.
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FINAL LOGO
MASTER MOODBOARD
> I had to establish a guiding narrative and moodboard to hone photoselections and evolve them at each process step. Part of buidling a consistent visual system is not only having discrete parts and pieces that work together, but having pieces within my buckets work in unison. A quick story I can tell which helps myself and audience to explain what my idea is all about.
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GR 612 Ling Li
MASTER MOODBOARD
DIRECTOR Cameron Crowe FESTIVAL NAME Dream Rover FILMOGRAPHY Say Anything / Jerry Maguire / Almost Famous Vanilla Sky / Elizabethtown / We Bought A Zoo THREAD “Pursuing dreams might feel alone and lost. However, most people still by your side to unconditionally support you. Find your passion and insist yourself, take your own journey to discover new things.” GUIDING NARRATIVE An unknown persons has a dream and decides to rent a car to start his/her road trip to discover new things and experience different lives.
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GR 612 Ling Li
MASTER MOODBOARD
DIRECTOR Cameron Crowe FESTIVAL NAME On the Way FILMOGRAPHY Fast Times at Ridgemont High / Say Anything / Jerry Maguire Almost Famous / Vanilla Sky / Elizabethtown / THREAD “Pursuing dreams might feel alone and lost. However, most people still by your side to unconditionally support you. Find your passion and insist yourself, take your own journey to discover new things.” GUIDING NARRATIVE An unknown persons has a dream and decides to rent a car to start his/her road trip to discover new things and experience different lives.
LEVEL 1
LEVEL 2
LEVEL 3
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GR 612 Ling Li
MASTER MOODBOARD
DIRECTOR Cameron Crowe FESTIVAL NAME On the Way FILMOGRAPHY Fast Times at Ridgemont High / Say Anything / Singles / Jerry Maguire / Almost Famous / Vanilla Sky / Elizabethtown / THREAD “Pursuing dreams might feel alone and lost. However, most people are accompany to unconditionally support you. Find your passion and insist on yourself, take on your own journey to enjoy life.” GUIDING NARRATIVE A man who loves rock and roll music is frustrated by current life and work. He decides to rent a car to start a road trip from his house (California).
LEVEL 1
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GR 612 Ling Li
MASTER MOODBOARD
DIRECTOR Cameron Crowe FESTIVAL NAME On the Way FILMOGRAPHY Fast Times at Ridgemont High / Say Anything / Singles / Jerry Maguire / Almost Famous / Vanilla Sky / Elizabethtown / THREAD “In pursuing dreams, people often feel lost and alone. They embark on a journey to find their passion back to discover new life.”
GUIDING NARRATIVE A banker is frustrated by current life and work. He decides to rent a car to start a road trip, finally he finds his passion and enjoy his life happily.
LEVEL 1
LEVEL 2
LEVEL 3
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GR 612 Ling Li
MASTER MOODBOARD
DIRECTOR Cameron Crowe FESTIVAL NAME On the Way FILMOGRAPHY Fast Times at Ridgemont High / Say Anything / Singles / Jerry Maguire / Almost Famous / Vanilla Sky / Elizabethtown / THREAD “In pursuing dreams, people often feel lost and alone. They find their passion again during the journey and discover new life to live.”
GUIDING NARRATIVE A banker is frustrated by current life and work. He decides to rent a car to start a road trip, finally he finds his passion during the journey and enjoy his life happily.
LEVEL 1
LEVEL 2
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POSTER DESIGN
> Poster is the first design deliverable of this project. It represents the basic visual aesthetics. I refined it every week to make it better. I used photo, logotype, and body text to explain the information of film festival. I chose bright signage yellow and black as my primary color.
Fast Times at Ridgemont High Say Anything... Singles Jerry Maguire Almost Famous Vanilla Sky Elizabethtown
WESTCOAST onthewayfilmfestival.com
13 July - 20 July, 2016
13 July - 20 July, 2016 Fast Times at Ridgemont High Say Anything... Singles Jerry Maguire Almost Famous Vanilla Sky Elizabethtown WESTCOAST onthewayfilmfestival.com
July
13 – 20
Rediscovering your passion while pursuing your dreams. A road trip film festival which stops in San Diego, Los Angeles, San Francisco, Seattle.
Fast Times at Ridgemont High Say Anything Singles Jerry Maguire Almost Famous Elizabethtown
onthewayfilmfestival.com
JULY
13 – 20 A road trip film festival with stops in San Diego, Los Angeles, San Francisco, Seattle
Rediscovering your passion while pursuing your dreams Fast Times at Ridgemont High Say Anything Singles Jerry Maguire Almost Famous Elizabethtown
onthewayfilmfestival.com
CATALOG
> Catalog is a narrative piece designed to showcase the film in festival along with information anout director, location and a viewing schedule. All in all, it’s a general information about everything about film festival.
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ADVERTISEMENT DESIGN
> To be used to promote the festival — each featured in a defferent format. I chose billboard, bus shelter and bart station. It’s a simple but great way to promote my film festival.
DVD PACKAGING
> Multiple DVD packaging for the films of Cameron Crowe. It includes six movies, and six booklets. This is the limitededition, which should not be something I could buy at Best Buy. The most important thing is, make the packaging looks like the character will use from the movie. Follow the visual system and make it special.
WEBSITE DESIGN
> To be used to promote the festival — website is a great way to accomplish. The Internet is popular and I can out all information online worldwild.
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BUSINESS SYSTEM
> Stemming from the above aesthetic, but tackled later in the project. People can get our business card, letterhead and envelope while attending the film festival.
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July 13, 2016 Yolanda Gardea 6535 Cedros Avenue Van Nuys, CA 91411
Dear Ms. Yolanda Gardea
We would like to take this opportunity to express our gratitde for allowing us to use your building in your school for one of the location of our film festival. There is so much history at Van Nuys High School and an important connection between us. The campus was used as a location for the 1982 movie Fast Times at Ridgemont High. This was an increadibly personal project for us to work together, and you helped us capture the essence of Cameron Crowe’s work. It meant a great deal for us to elated expression of those in attendance as the festival unraveled. If there is ever anything that my team or I can do in the future to assist you, pleaselet us know.Once again, thank you for your generosity and support throughtout this entire process. We are extremely grateful.
Sincerely,
Jenny Jefferson Event Organizer
Ling Li Graphic Designer
elaineeeeell@gmail.com 415-866 7381 elaine-li.com
ON THE WAY Film Festival 79 New Montgomery Street San Francisco, CA 94
ELEMENTS OF FESTIVAL
> From nine options, I picked four elements for my film festival. They are tickets / passes, mobile APP, schedule and soundtrack. The inspiration of my ticket is from 70s vintage luggage tags. Soundtrack is vinyl, which siutable for my project.
ROAD TRIP
JULY 13 — 20 START FROM SAN DIEGO
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onthewayfilmfestival.com
CONTAINER
> All od my material should be presented in a vintage suitcase. It’s express the 70s feeling, which is perfect for my project and bisual system.
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PHOTO COLLECTION
> These are the photos I took or found for my project.
STILL ON THE WAY... LING LI