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Beginning to pick out parts of the brand I enjoy and want to use in my own publiation. I want to play around with diffrent graphic art. Keep it very clean, minimal but fun.
the publication will need to be transferable to the lazy oaf website
These are some examples I really like of online graphics for the brand. I think they encapsulate the brands ideals
-A collection of words I belive create a brand dictionary - when creating my own publication I will keep refering to this and my moodboards to keep on brand.
Colour, print, youth nostaliga, humor awkward clean cartoon weird genderless unexclusive charecters novelty collaberators eccentric unopologetic
Bringing together all my notes to get a good es. As creative director I feel it is my job to d exsisting consumer will enjoy BRAND CONSUMER -People who have an intrest in the Arts. -They make clothes for creatives. -the consumer may have a love of nostalgia and quirk -childhood memories of cartoon charecters and liking novelty items. -sense of humour, sarcasm,irony. -street wear influence of styles -Influencers are important part of the brand they attract the Younger social media users who are the future of the brand and they are another way of keeping the brand relevent, they choose their influncers well in my opinion. A large range of musiscians bloggers intulectuals and activists. The people who wear their clothes reflect the nature of the brand. HOW I WANT TO DIRECT MY PUBLICATION SO IT WILL APPEAL TO THIS CONSUMER: -Keep it bright and colourful, play on that element of nostalgia. Using direct links. Yearbook photos -have influences from street style in the styling, use doc martens. -add illustration -Important to have images that will translate well on social media. GIFs ect. - Word Art
idea of a brand consumer and brand influencdo this to create a solid concept that the brands BRAND INFLUENCES
-70s glam rock -80s punk and goth -teenage angst and rebellion -teenage awkwardness -relatable 90’s nostalgia -90s rave -2019 london & home towns - cartoon charecters -street style, -indie style
Ideas on how to further my reserach
WHAT I WANT TO RESEARCH TO HAVE SIMILAR INFLUENCES IN MY OWN PUBLICATION. -Youth culture in film and photography -the aesthetics of youth in fashion and in general -street style / indie style through the ages, how your style can make you an idividual. (fruits, street magazine ect) -90s subcultures that relate to the brand. looking at the charecters of difrent people -creative directors that have worked for lazy oaf or their collaberators (my job role) -looking at the people around me and how I can relate my own life to my research. I am a young creative. I have been and awkward angsty teen. :P -Charecters in films, tv, books and my own life.
LAZY OAF BRAND ANYLISIS -Strong focus on cartoon and graphic content. -Social medias and blog are always on point with aesthetics. -The brand is easily recognisable (eyes, cartoons, clean, colourful, humour) -Lazy Oaf are collaberators in the industry, with influencers, local artists and the big time disney, Doc Martens ect -High quality social media, fashion films lookbooks, product shots casting. -open castings, castings fans and setting up art shows provoc a community feel to the brand. -keeping their integrity as a brand. Nice people are important. -combining colourful streetwear and indie styles -integrity and originality -eccentric -unopologetic -�always youthful never boring� -fluidity between masculine and feminine, unisex, one size fits all.
this research and my role as...
CREATIVE DIRECTOR So far i feel I have a really good grasp on lazy oafs aesthetic and have pinpointed their consumer and whats important to them as a brand. I used to be obsessed with the brand so I have couple of ideas. I will need to put them onto something to visulally show to the rest of my group. Lazy oaf has a very difinitive style so hopefully it should be pretty easy to stay in that bubble and produce something clean and brand appropriate.
Some classic brand imagery which I will relate to my anylisis using key words from the sentances above
colourful streetwear and ind
Always yo
die styles
outhful
Japanese influence
C
Clea
Some classic brand imagery which I will relate to my anylisis using key words from the sentances above
Clothes for Creatives
an cut
Some classic brand imagery which I will relate to my anylisis using key words from the sentances above
Nostalgia
love of quirk
Some classic brand imagery which I will relate to my anylisis using key words from the sentances above
street wear influence
R A O B TIO A L L NS O C -ITS APPARENT LAZY OAFS CLOTHES ARE DESIGNED INSPIRED BY WHATEVER THE CREATOR LOVES AT THE TIME
-THEY’RE IN KEEPING WITH THEIR NORMAL ETHOS BUT MERGING THEIR IDEAS WITH STREETWEAR.
-SEE HERE HOW LAZY OAF HAVE USED CHILD LIKE CARTOONS AND BRIGHT COLOURS BUT HAVE COMBINED THEM WITH SOMETHING TYPICALLY MASCULINE.
Some classic brand imagery which I will relate to my anylisis using key words from the sentances above
relata
cartoon influence
able 90’s nostalgia
Lazy Oaf loves the every day normalities -Doing photoshoots in bedrooms, cafes, the supermarket, lidos, the market place. Models doing day to day things sat on the beach eating pizza doing their shopping
-as well as having influences from L.A and tokyo, alot of their shoots seem very british to me. Typical london city settings like here and shit seaside town asethetics.
-they shoot the mundane every day tasks with a dream/childlike/fun attitude which creates nostalgia for me. - I would like to create this feeling in the publication I create using these mundane places but adding a fun element with the clothes and the editing.
-THE EVERYDAY TRANSLATED INTO ART . -THE EVERY DAY DRAWN IN A CHILDLIKE SCRIBBLY WAY. -THE EVERYDAY SEEN IN A DIFFRENT WAY, SOMETHING BEAUTIFUL NOT JUST SOMETHING YOU WALK STRAIT PAST. -LAZY OAF WORK WITH ARTISTS WHO SHARE THEIR VISIION. -ILLUSTRATION AND LOTS OF DIFFRENT MIXED MEDIAS IS ALWAYS INTERESTING IN A PUBLIATION.
More examp day bristish love so muc ways that su cause the clo are so brigh I like how th story for the
ples of the every h setting lazy oaf ch There is still alurreal element beothes are clothes ht agaisnt the brick. hese images tell a e customer.
The e
A theme of my res everyday normaliti Oafs work. The bright clothes, interestng graphics it that “weird’ feel t asthetic.
The everyday Britsi talgia in me, the co child make me feel oaf is trying to achi own publicaton
everyday
search so far has been spotting the ies and mundane settings in Lazy
baby pink, a cartoon, or some slick s always glam it up slightly and give that is instantly recognisbale as their
ih mundane always provokes nosomforts of easy every day life as a relaxed. I think this is what Lazy ive and i want ot do the same in my
Notes: How I want to use everyday normalities in my own work but keep it abit surreal and weird like Lazy Oaf -relate my publications to school to provoke the feelings of youth and nostalgia -take photos in a kebab shop, diner, chip shop - very normal settings -use people wih normal interesting faces as models - make sure the models are stiff and facing the camera, get the awkward teen photo element. -have a background that contrasts well with the colours of the clothes, a dull, uninteresting backdrop -put fun graphics over the top of everyday things. - do the same with cartoons.
Moodboarding
our
GROU EVE, ELLA, KIT, PEG,
publication
concept
Year Book
UP 4 ALICE
Portraits and the
mundane
everyday
`Jerrys presentation made me confident I was on the right track having predicted most of the brands values pretty well
-carry on the conec
-ima
-ame
-convey
GROUP BRAINSTORM
cpt of teenage awakwardness in a highfashion contect- hwo we can take the brand idenity to a new inoovative concept
age refence - balenciagas school photo/family portraits ss18 -style the lookbook like a yearbook - 90s
erican looking - lazy oaf are always british - incorperate this
y a mundane lifestyle with a dreamlike twist with the lookbook limited models - dress idfefrenty for the disguises -draw on pages like on yearbook
-speachbubbles, comic child style -shit wordart font !!!!!!!!!!!!!
Lazy Oaf
Keep it Weird
First Tutorial with Jenna & Dean. Showing her the moodboards above. -I was really happy with how this tutorial went, I was pretty well prepared for this meeting.
I had been working on the moodboards the night before. Really proud of our group and our idea. Excited for it to become a reality. -Some feedback we got was we were the only group to play on that ironic humour of lazy oaf as a brand so I think thats really imortant to keep in our final publication because its a big part of lazy oaf as a brand. -Our casting was looked over and some models were eliminated from the selection. Dean said he really liked Ozzy and Hannah which were my favourites anyway. He also said Jordan was very expressive. I think we should avoid the girl with the pink hair because the clothes will probably be vibrant anyway. -Jenna said something about Bjork in the 90s but I cant remember what. I’ll look and see if I can find any links to research.
-At this point I feel really supported by my group and feel as if my ideas have really
been listened to and taken on board and I feel like we made a good impression on Jenna which im really pleased about. We are all happy in our roles. I would love to intern at Lazy Oaf in the future so hopefully we have been memorable.
PAGE 1 -I knew that I wanted our publication to have that nostalgic element along with lots of bright colours, the gradients and word art reminded me of old school powerpoint effects. -I have placed the gradients and this font next to fashion images I like that I felt would be relevent to lazy oafs aesthetic, but are also current at the moment. -I think they would appeal to Lazy Oaf as a brand because they all have that element of weirdness or surealism, wether that be green lighting, a green screen, an odd expression, or subtitles.
Explaining my Presentation/ initial research
-some notes included from a group brainstorm we had the night before
- we decided we wanted to do a retro school portrait shoot, with awkwardly placed models to create elements of teen awkwardness and introduce angst. A common theme througout the brand. - Balenciaga was a big inspiraton for this, I love how these photos look doing a school or family style portrait in a fashion context really appealed to me. - I added another word art font to tie this idea in with the current theme.
PAGE 2
PAGE 3
- this slide was more of a moodboard of random inspiraition in keeing with the theme, everyday normalities and surrealisim, much like the first slide -British youth, more bright colours, a photo shoot in hackney because Lazy Oaf often use city inspirtaion and I was inspired by this. A nail shop or a coffee shop would be a good location setting. -On the other side I have a set of old school portraits, they look really typically american and the school prom portrait is something that really gives me 80s school in california vibes. I would love to re create this in our own publication but with typical british youth casting -Lazy Oaf are always combining inspiration from diffrent eras and subcultures -On top is a quote in a nice font i screenshot form the lazy oaf website. I wanted to tie in these images with something extra brand appropriate. I can imagine a page like this in our publication.
PAGE 4 - I wanted to really start picturing my end publication with these 2 slides. -I loved these Images of the Wrestlers because they just looked really strange in this context with all this fashion imagery but they fit. They even have the type of backdrop we want to use. I thought this would be the type of weird humour lazy oaf would want to see in our end product. -I’ve placed them with the phrase ‘you are boring’ that I’ve seen embroiderd on lazy oaf clothing and some more of the balencaiga portraits. Just to show the importance of this shoot and how essential it has been in our research.
-My favourite page! I got to expriment with fonts and the mish mash together looked really great against these mimi wade images. - Even though Lazy Oaf is very clean and matching, I dont want to have a particular colour sceme in this publiction. I really like how this page looks, its both nostalgic and futuristic. -mimi wade is a designer who plays around with bold prints, I could see her collaberating with lazy oaf which is my I added her into this presentation, I love her casting for this collection so much and it will deffinatly inspire my own casting choices. I will look for some more unusual models.
PAGE 5
PAGE 6
-another insporation collage page -here I’ve started to find other practioners who use that backdrop, tyrone lebon, more balenciaga. -Ive combined this to a picture of some fish and chips and a pie to show how I will contrast 2 shoots, One agaisnt this backdrop and one in a typical mundane setting , the combination of the two will look good. -Ive started to think of layouts here too -Ive used some more of lazy oafs graphics and imagrey to show Jerry I’ve been thinking about the brand throughout brainstorming ideas. -I want to show that my concept is rele-
PAGE 7 - This slide is nostalgia overload - I want to see a spread like this in my publication. -These images by Tyrone Lebon for Stussy are another perfect refrence for my publication. I can imagine the model in lazy oaf clothes
-The last slide is a screenshot of some paulino russo garments shown in a film for her new collection. -This uses word art in the context of fashion -I love how the images are nostalgic, playful but so current and I want my publication to look a lot like this.
PAGE 8
looking at la publications to keep but create a
azy oafs previous work out how to p their asthetic... an original idea.
Publica
ation 1
Publica
I cant judge lazy oaf on this because its from 2013 or s ages I like, Its more of an interview zine. I think it mu aesthetic zines were coming into fashion. This is a styl will inspire my own publication I think the actual orga like some of the collaging elements, the bits that look are images places over other images like a backdrop h
Publica
Overall theres a bit too much going on in this zine, I w mal. I’ve spotted how theyve used lots of full bleed im have to make sure our images are of a really high qual
ation 1
something. I have put a a black boarder round the imust have come out around the time all the girly feminist le Im not really into, but there are some bits tht have anic images themselves are super relevent now. I really like theyve been physically stuck on and the ones that have inspired me and the art director.
ation 1
would keep the bright colours but make it more minimages, probably to break up all the busy pages. We will lity keep this theme.
PUBLICATION 2
Publica
I panicked slightly when I saw this publica with the backdrop and I really wanted to d Im sure they will end up looking really diff like this. This publication really reminded texture, the art direction and probably the ly like the way the images are placed, super This is a better representation of the brand collection of clean pages like this. I want to coloured lighting.
ation 2
ation, its very similar to our concept do something slightly new for lazy oaf. ffrent, were not using crazy lighting me of crack magazine, because of the e fact its interviewing musisians. I realr minimal. d because its recent. I want to have a o use a similar backdrop without the
Defining the Idea FOR THE REST OF THE GROUP
-As creative director, after creating an image based power point for the group and jerry, I have decided to define the idea to make it easier for the group to understand which direction I want to take. -We have established that we want to create a creative keepsake, more than a news paper or actual book of interviews. A creative lookbook. -We will try to prove nostalgia with our photographs, shooting them school portrait style or in a kebab or Fish & Chip shop. Showing the britishness of the brand but having some american high school influence. -We will add interesting graphics, word art fonts. Again, to bring up memories or fun adolesance. -Through out the publication there will be anxsty quotes or speech bubbles representing the humourous, youthful brand aesthetic. We will take quotes directly from the brand and also create our own “your’re boring”, “go away,” “can we go now”. -We will cast a range of young models who look like they could be customers of the brand.
I think this will work for lazy oaf because... -I have anylised key elements of the brand I want to concentrait on above. The mundane every day with a hint of surrealism. And the nostalgia brought in by cartoons and youthful quotes. -A keepsake would be something new, other publications lazy oaf have made have been very interview based. Interviewing young creatives. I want to do something diffrent. Lazy Oaf is super aesthetic orientantaited so i’m supprised theyve not created a book like this before. -We dont have an artist to collaberate with, so playing around with diffrent word art fonts is a really good way to add that graphic cartoon elemnt loved by the brand. -keeping the quote (‘im bored’) element allows us to stick with what the brand already does every season, but will also let us change it as we please to fit our own publication. -We will make sure to cast models that lazy oaf would deffinatly cast by looking at their own models
old yea
I found this great site online which lets you loo oaf is particularly inspired by the 90s, and early ed (mostly) on yearbooks from this era. I really this being an obviously perfect thing to reserach nostalgia, its got a lot of that weird ironic humo tion.
arbooks
ok back at old yearbook archieves. I know lazy y 2000s shapes and colours so I’ve concentraity enjoy the graphics from this time. As well as h because of our school portrait theme, the or that i want to project into my own publica-
How do these images inspire my work -I find these images a sourch of huge inspiration. - To pass onto the stylist. The subjects hair styles, thin brows. - For angles for the photographer. -To look at colours with the art director. - I love their poses and you get a hint of their personality.
cheesy, awkward vibes. I want to be able to recreate this in my publication. a great example of teen awkwardness
the way theyve set out all the students on one page is nice because theyre all posed the same but they all have these slight diffrences and personalities.
How year book images will directly inspire my publication. -On the left I have found some more yearbook images that I think have that nostalgic, humourous feel to them. They use alot of gradients and interesting fonts. -Below I have created a mock up of these combined with lazy oafs modern imagary. I love teh shadowing of the text and the outlines of images paired with the gradients. -This is basically to show the practicality of my inspiration when creating a publication. The styles that I have been looking at fit really well with Lazy Oafs already established look which I want to follow.
LAZY OAF LAZY OAF
Taking direct inporation from this hot or not page, from a 90s year book. I really liked some of these fonts and the way words and pictures are placed around the page
I fell like its more of the art directors job to develop fonts completly, but I wnated to do this to start off with just to have a play around with some diffrent looks. This screams nostalgia for me, that weird word art bebo phase. jerry said she really liked this flame font used in our presentation so I created more directly from a page of this year book.
I will show the art director to make sure they are on the right track when developing graphics and stuff
“Live, Laugh, Love, and accessorise! Kayla, Jessie and Beth I love you girls” “Life is like a puzzle, but its up to YOU to put it together” “life is not measured by the number of breaths we take, but by the moments that take our breath away” This is not the end, This is not the beginning of the end, but it is perhaps the end of the beginning” “Some say the glass is half full, others say the glass is half empty, I say are you going to drink that” “You only live life twice, first ones a freebie. Then I want to come back as a llama….. Hug Hug I love you Jess” “Thats how I roll” ‘“I started at once upon a time and I will end happily ever after”
How do these yearbook quotes make me feel? What have they got to do with my publication? There is something really endearingly funny about these high school leaving quotes. They are so cringe that they’re actually good to read. I get a sense of nostalgia for the people in the photographs when reading them. I think lazy oaf creates this feeling of funny nostalgia throughout their brand and its that feeling I want to re create in my own publication. I will look back to these images as reference, either for our own made up year book quotes, or just to try and capture the feeling that they give me and put them into my work.
Some graphics I want to show the art director to style the look of our publication. I want to get the authentic feel of these yearbooks.
This would be really nice as a backround for our images
This reminded me of the collaberation with ellie andrews , the cartoon graphic elemnt has to be flowing throught our publication,
A really nice use of font and image. Creative and minimal
more text inpiration
Really appreciating imagery from the 2000s to inspire my work
-I would like to place our models liek this arounf the backdrop -very awkward
I would really like to create a publication which is hard back, with aembossed writing on the front. I think this just represents keepsake, but with 90s publication influence.
an interesting way to break up a page. Lazy Oaf has lots of subculture influence
Double page spread with font ideas!
the text on top of the image looks really classic and I would love to encourporate something like this into our publication.
AND USING HUMOUR TO CREATE A
I have found this publication super releven in general. Lazy Oaf as a brand has been ab years because it is just a classic, and it has t on changing but having the same sense of h countless times because its funny and there throwaway newspaper, I want our publicat it to be a little bit shoved togther with lots o portantly I want to keep a theme of ironic and reading. So while PC EROTIC is visua look, I also know its important for me to h
PUBLICATION WHICH STAYS RELEVANT
nt to what I am trying to create now and fashion ble to keep its basically non changing aesthetic for that humour running through it. Fashion will keep humour lasts. I could look through PC EROTIC es a lot going on. We are creating a keepsake, not a tion to have a similar effect as PC EROTIC, I want of mad fonts to provoke nostalgia, but more imhumour to make people want to keep coming back ally inspiring to me and I want to have a similar have that humourous element.
Experimenting with creating nostalgia
Fashion Searches 1980s fashion Grunge style 1990s fashion 2000s fashion Meghan Markle Men’s fashion Harajuku fashion Hipster style Kate Middleton ’80s men’s fashion
The data doesn’t lie: The ’80s, ’90s, and ’00s are officially fashion’s favorite decades—at least according to Google. In the company’s yearly study of the most trending searches, a metric Google calculates by tracking the greatest increase in year over year searches, the top four fashion searches were: 1980s fashion, grunge fashion, 1990s fashion, and 2000s fashion. Compared to past years, which have featured questions like “How to wear booties with skinny jeans?” as top style queries, the retro revival shows an increased influence of the runways on mainstream fashion searches. Remember, this was the year when Versace’s reissues arrived in stores, Prada brought back its iconic nylon Linea Rossa, and Marc Jacobs remade his infamous grunge collection for Perry Ellis. Vying with nostalgia as the predominant fashion trend of the year is anything—or anyone—royal. Meghan Markle took the fifth spot on Google’s list, with Kate Middleton placing ninth. Google also released a ranking of fashion brands that have attracted new interest throughout the year—Givenchy, for which Clare Waight Keller designed Markle’s wedding dress, ranked fourth, with a peak of searches happening around the royal wedding and continuing throughout the year. If you’ve been paying attention to fashion at all this year, the fact that nostalgia and royalty are big on Google isn’t bombshell news. What might surprise you is the fact that Fashion Nova, the online-only fast-fashion retailer, outranked every runway brand, placing first on Google’s trending list. Chalk it up to the Cardi B effect, sure, but more than just having one of the most enthusiastic, authentic spokeswomen and collaborators, Fashion Nova’s rise represents something larger in fashion: community. The Fashion Nova brand connects with its shoppers seamlessly over Instagram; pays its muses to promote its goods in a less glossy, more relatable way—see Cardi’s off-the-cuff post announcing her collection’s release—and makes clothing in sizes and at prices that include more women than other luxury or fast-fashion brands. The importance of community reverberates throughout Google’s trending brands list. Louis Vuitton, which named Virgil Abloh its artistic director of menswear, ranked second, with increased interest around Abloh’s appointment and runway debut, for which he cast his friends and collaborators. Gucci, with its ever-expanding world of partners, placed fifth, while resale site Fashionphile placed eighth, suggesting the importance of both nostalgia and community-based commerce. Versace, with its reissues and blockbuster Michael Kors deal; Alexander McQueen, a favorite of Middleton’s; Dolce & Gabbana, which negotiated a much-publicized controversy late in the year; Dior, which reissued its saddlebag; and Moschino, which collaborated with H&M, round out the list.
consider theseat lessons for 2019: Know your past, make friends with the Nostalgia isDesigners, trending the moment, palace, and, most important, keep your fans close. Lazy Oaf keeps its relevence by playing on buyers nostalgia. Lazy Oaf shares some influences with whats on trend
DECK
SHOOT 1 SHOOT IDEA.
-To create a year book/ family photo style image using a classic backdrop. The photos will be minimal to show off he clothes and to create space for graphics post production. -The models will be very awkward, bored, or pulling a strange smile. -The portrait style will provoke nostalgia, while the models all placed there together wearing the bright clothes will add a slightly surreal element to the photograph. -The room will be naturally lit and we will mainly be shooting on a digital camera. The concept is simplistic but effective.
SHOOT INSPIRTAION
SHOOT INSPIRTAION
SHOOT INSPIRTAION
CASTING
HANNAH
JORDAN
CASTING
JAMIE
OZZY
- I cast Jamie in spoons and Jordan from home -All our models have somehting quirky about theit faces anf they look great together
-We shot our clothes on Sunday when we had the clothes from Lazy Oaf. We didnt have acsess to any free studios so set up a make shift studio in Kits front room. We cleaned it really well and set it all up so it looked abit more proffesional than just Kits front room. We had a styling area that alice set up with accsesories and the clothes for when the models arrived. We all got some snacks for them and bottles of water in another area. The room was lit naturally which looked really nice most of the time against the backdrop the only problem was the light kept changing and that will have to be edited later on. This shoot went really well, we got about 1000 digital images and me and alice also were taking some on film in the backdround (yet to be developed) we have narrowed the images down to about 100. I’m really happy with them this shoot really made me realise the importance of casting within an editorial. I’m really proud of our casting, the models worked together and just look so quintessentially Lazy Oaf, as do the portrait images. I wasnt happy with some points of the day, we went to do location shoots kind of in a panic randomly going to a park and taking weird dramatic pictures in there, theres a couple that are okay with just sunny blue sky but any others I dont want in the publication they look wrong, and totally off brand. I think everyone in the group agrees. Not scouting out locations properly was a serious flaw in our plan that day. But overall very very happy and not much else to say about the day it all went to plan and we got some great images I learnt that im NOT good at directing models and should have had a variety of images to look at on the day, this has always been something I’ve struggled with but luckily Peg and Kit were great at it. As creative director my role on the day was just to oversee everything, and I was normally stood behind the photographer looking at the images that were taken, giving advice on what kind of image I wanted next.We just need to work on the
editing now, I’d like to make the images more grainy .
SHOOT 2 SHOOT IDEA
-Take headshots of as many people as possible with as many diffrent expressions as possible to create fake yearbook grid. -Be at bower ashton campus on a busy day to grab people and take their headshot -Cast as many interesting faces as possible
SHOOT INSPIRATION
SHOOT INSPIR
RATION
ATION
CASTING
CASTING
SHOOT 2 I think shoot 2 went really badly, mainly because I didnt like the faces we cast, I dont think they are proffesional enough at all and I dont think the images are very lazy oaf. I think it went so badly because we were un prepared, I had booked out a studio ages ago anyway and we just decided to go to get some more faces for our publication. It was a bad idea to just expect people to be not busy at a university and try and grab them as they were going to lecturs. I hope we dont use these images. I will push not to use them unless they are extremly over editied.
DECK
SHOOT 3 SHOOT IDEA
-To take photos inside a typically bristish kebab shop/ chip shop setting. To give that ostalgic feeling, reminding you of youth and hanging around places like this. -The model will be wearing lazy oaf looking very bored within this mundane setting. there wont be much going on. -To have a location shoot will add some depth to our publication.
SHOOT INSPIRAION
SHOOT INSPIRAION
SHOOT INSPIRAION
LOCATION
LOCATION
CASTING
Casting OZZY in a diffrent location to give our work a storylne.
CASTING
SHOOT 3 I did this shoot alone with the photographer, we used a model we had previously used called ozzy and he was really good before so we were relaxed going into this shoot. I thought the location was perfect for the type of vibe we were trying to create.. mundane and british. I took some photographs on film and peg took some on digital, we were there for less than an hour becasue there wasnt much we had to do creativly. We just took some photos of ozzy stood around the space. I think some of the group were sceptical about this shoot but I took a lot of inspirration from the harry styles for gucci shoot and thought it would work really well in the context of a lazy oaf publication. I think the images will deffinatly give our publication another layer and am fine with how they turned out. They were never meant to be anything special, they were meant to be a little boring that was the point and the theme.
Starting to create the publication.
xperementing with collage for my publicaion. a good way to add depth and stalgia Here is some examples of collage I like
layering illustrations redrawn from Lazy Oaf website
nostalgic phrases with bright colours to experi match lazy oafs aesthetic bright
imenting with nostalgic phrases and t colours
Pages to layer with images
Chip shop shoot. playing around with previously slightly boring images.
Experimenting with diffrent fonts and textures and how they look agaonst the images
starting to create the publication.
WORKING WITH THE ART DIRECTOR:
-This was my initital idea for my publication cover. -I want a simplistic look to the front of my publication. -Ive taken inspiration from year books where the front covers for everything is simple and embossed with meatlics. -Imagine this in baby pink or baby blue with ‘LAZY OAF CLASS OF 2018’ across the cover <3 and maybe a cartoon on the back. ‘keep it weird’ or the lazy oaf eyes. -A moodboard of my own publcation inspiration would deffinatly help the art director as we ar both very visual and currently struggeling to see eachothers visions. UPDATE- the publishing man said i couldnt have anything hardback because we didnt have enough pages. But I dont belive him and i really want to do it so im gonna go in again tomorrow with more examples.
NOTES -we need to look at fonts and work on fonts together. I want to use lots of fonts but still keep it all looking clean and slick. Lazy oaf is very tidy and I want to keep this theme. I love the distorted fonts where theyre not on a strait line. We need to do some photoshop experimentation. Our layouts currently are lacking colour and a solid theme to our publication and this needs to change. Iâ&#x20AC;&#x2122;ll find some more layout information. UPDATE: We went to speak to the print lab desk and they said we couldnt do our publication hard back at Bower. I still really want to do this there must be a way! Possibly just really thick textured paper with embossed writing to give that effect. None of the paper currently seems thick enough for the look I want.
Because Lazy Oaf is all about colour kitch and
nostalgia
Its somehow funny but also astheticlly pleasing
WORKING WITH THE ART DIRECTOR -I am finding working with the art director quite stressfull at this time. We have very diffrent tastes and trying to get her to understand my vision is very difficult, depspite showing her research and example images. -She is very very very minimal. I love minimalism an know it works for lazy oaf, I just dont want our publication to be boring. -Its hard to compromise when the art director hates everything. Iâ&#x20AC;&#x2122;m getting increasingly fustrated, and think were probably both being quite stubborn. But as a customer and follower of the brand for many years now I really think my stubbornness is needed to create a publication the brand will like. -Moving forward I think its important that I create extremly clear refrences, and mock ups uning our photos and inpiration. To show what I want our publication to look like and the vibe I want. We can change them together, she can pick out bits she really hates and we can get rid of them and add to them and hopefully use them as a guide to make our first proper draft.
this is explaining why I created the mock ups below
Some ideas for the front cover of our publication. nothing too crazy I think a burst of colour is eye catching but not garish I love the binding on this publication for crack magazine, I thought kit would like it because she likes crack magazine.
I love pink and forset green together I love this page, the contrast of the slightly tinted image create the illusion that theres lots more going on than there is. The same persons fave at diffrent angles looks great and would be pretty easy to achieve if we needed to bulk up our pages
I love how these examples are so experimental with text. Because were not going to have any sort of interview its important that we get text in in other ways. Creativly.
I could create something like the example on the left easily on a scanner
These photographs of the same model in diffrent positions and then the reel on the side create a really playful feel. Something simple, but lots to look at I think this page would combine both me and kits tastes.
Using these old web boxes as a way to present text is a really good Idea. It perfectly fits in with our old school nostalgic theme.
I really wanted to add a cartoon element into our publication, I took these rabbits form @artbabygirl who has collaberated with Lazy Oaf before, but these rabbits are classic lazy oaf style and it would be great to add them in somewhere
Actually scanning in pages of newspaper to give our publication more depth. We could use crack magazine as a guide, because we know that type of minimalism works.
Orgnic edges contrasting with thick yellow outlines works well. I feel like yellow will be a running theme because of the yellow subtittles.
I want to create lots of layered images to give our pages depth I have started introducing those yellow subtitles, to make them coherent with our images. â&#x20AC;&#x153;can we go nowâ&#x20AC;? gives off the anxsty teen vibe we were looking for
flame word art fonts and collages images scanned in, I want a lot going on but it to be ordered still
I want to use this actual stuck on effect in our publication, bits of raw tape boardering images. I think it adds to the nostalgic feel giving the publication a scrap booky vibe.
A grid of images backed by a contrasting image works really well i want to match some of the word art fonts to the images
A double page spread? Would be interesting to add a page which could possibly be pulled out as a poster. Will have to further experiment with this.
A totally random image would be good. keeping it weird. A collage of zoomed in bits of faces and zomed out body parts is really effective on this white backdrop. Its simplistic and busy which would combine both me and the art directors tastes, The other side is more of an experimentation with font.
I like the yellow subtitles directly underneath the graphic font
Because word art is such a massive part of our theme. I thought it would be bennificial to just do a whole page of it. Again it would add larger clumps of text in a creative way so our publication doesnt get completly boring and image based.
I like playing around with font
Trying to add more of our own images here. I really like the full bleed image with a collage page next to it
I think we need to remember to have a contrast of busy and minimal pages next to one another
I have been looking for more examples of this morphed text because I want to work out how to create it in my own publication, These pages would make good postcards to add in.
Because I really liked these rabbits I worked on another page of them using our polaroids for the shoot to add a more interesting element
I added some more rabbits to give a burst of colour I love how the polaroids look in contrast to our other less grainy images.
Transparent text over full images, use the text to create a story line for a charecter The yellow subtitles will hopefully add to this effect.
Layering a page on top of another, keeping it super simplistic and contrasting the images by putting one in black and white looks good. The slight layering adds a touch of creativity but keeps it all very minimal.
UPDATE:WORKING WITH THE ART DIRECTOR
DEFINING MY MOCK UPS
From the time spent with kit going through both our ideas I have created some more finalised mock ups to show her next time we meet. I have taken both of our favourite elements and have added some of my own experimentation with text and font I have been doing Currently I am feeling a lot more confident about working with the art director because we are getting on and compromising well. We both have a better understanding of each others styles and I am happy with were the project is going.
I am happy with this spread and I would leave it as it is if the art director is happy to with it. I dont mind small changes, its a nice simplistic page that is very brand appropriate the polaroids and the hand drawings make it all seem very nostalgic, childlike, organic which is what I wanted to achieve.
Please be patient with me
Please be patient
Please be patient
Please be patient with me
Please be patient After looking at lots of examples of font experimentation I created this page. I really like it and want to keep it in the final draft. We are touching on time where teens start to turn into adults.
Please be patient with me
I am a fan of this page but the art director hates the tinted images so I think they will have to go. I really like ozzy and jamie as models so I keep using them in my mock ups. I should stop because the publication is getting too full of ozzys face. I want to add a hint of a tinted image somewhere in the publication because its all looking very flat right now.
KIT HATED THIS IT IS CUT I really loved the colour combination.
I WANT TO GO HOME NOW
I really like the contrast of all these images togther on this page. The diffrent angles of ozzys face look great together. I deffinatly want to keep this page. The black and white is ok on 1 page but I dont want to introduce it anywhere else into the publication because its not very lazy oaf.
I really like the experimental font matching th colours of the image, This page is really typical lazy oaf vibes for me.
DIGITAL COLLAGE
These were vital in getting the art director to like my ideas, we could easily see the vision, this worked really well and I will make sure im more visual than verbal in the future.
Brainstorming nostalgic phrases to use in my publication, some Iâ&#x20AC;&#x2122;ve found on Lazy Oafs website and some Iâ&#x20AC;&#x2122;ve made up inspired by them.
FRONT PAGE & BACK PAGE. -I like the front cover and the green binding this was inspired by the blurred colours on the crack zine. -I was doing this project again I would develop my own cartoon and not take another artists. But I think the rabbit just represents Lazy Oaf so well. The “don’t stress” quote was inspired by their chilled out youthful brand aesthetic and also to represent the stresses of growing up and how they feel so unimportant as an adult. -Nothing is too telling about the front cover which makes you want to pick it up and look inside. The neon green is eye-catching. This was created as a beautiful keepsake and I’ve tried to make the cover as timeless as possible so people will want to hold onto it for a long time in the fast changing world of fashion. -I was slightly disappointed we couldn’t have a hard back book with an embossed rabbit because I think that would have fitted well with the theme, but I think we worked well with what was available for the size of our publication. -Jerry said she could imagine this publication “sitting in the store” and thats what I wanted to
“can we go now” -I like the layering on this page, we wanted to introduce the polaroids to add some depth to the page. The embossed label gives another layer and those scrap book, year book, child hood feelings. -“can we go now” We have played on childhood emotions throughout the publication. Trying to lightheartedly touch on the change and growth in youth. The angsty feelings, the irritation, the worry. We try to put a lighthearted spin on this time.
-the quotation matches the expression.
My influences as creative director
-You can see direct links between our image and the balenciaga image -The second photo is what inspired me to do the yellow subtiles, a theme that also has been popping up though the publication
Adulthood pending - Introducing the theme of our publication to an audience. This page and the page before really represent the direction our publication is going to go in. - â&#x20AC;&#x153;adulthood pending, please be patientâ&#x20AC;? is meant to symbolise like the page before the physical and mental growth we all experience growing up. I feel like these words paired with the portrait school photos bring up sentimental feelings of the past we can look back on. - Its not meant to be that deep, as an adult looking back, you will pick up on the humorous parts of this seemingly stressful time. This publication will be a funny little reminder of insignificant stresses.
My influences as creative director
-purely inspired by the interesting graphics in 90s year books. In the future I would like to experiment more with this
honestly being adult won’t suit me - Another lighthearted dig at future prospects. - the contrast of “honestly, being adult won’t suit me” in baby pink gives the model cutesy, sassy personality and I think thats super brand appropriate for Lazy Oaf. -Collage theme, collage for me super reminiscent of school days, being younger, being in college so we have added lots throughout the publication. -I think this spread turned out really well because I like the colour coordination and jamie was my favourite model.
My influences as creative director -Matty Bovan collage
why why why - when looking through lazy oafs archives they have lots of these witty, humorous rhyming quotes, normally involving angst and food. We added “why why why with a side of fries”. Later in the publication we will be in a chip shop so the fries reference isn’t random and I think starts to link up our different photo locations. -If I was to do these pages again I would neaten up the collage, make it look a little more slick.
leave me alone I am evolving -Basically a digital copy cat page of the collaged page before it. I think this gives some structure and more of an aesthetic theme to an otherwise random set of images. - I love the lime green flame font. -“Leave me alone” = teen angst “I am evolving” - represents the growth happening, these both are paired with an ironically funny quote on the next page. Something a bit depressing is always paired with something upbeat to balance out the publication. Its meant to provoke nostalgia and smiles not sad memories.
-This page was posted on the lazy oaf instagram and is one of my favourites. I wish we did more of this opaque image layering. -“life is getting on top of me and I’ve been thinking about chips all day” the worries of youth and being young and endlessly eating chips. I like this page because later on in the publication the same model gets his chips.
My influences as creative director -Dexter navy’s layering through collage. -A surreal photo from my original moodborad
My influences as creative director
My influences as creative director
I was inpired by PC erotics strange internet graphics and old school desktop images. I dont liek these pages looking back. I think the desktop thing makes them look too tacky. -I like the paper clips
My influences as creative director
My influences as creative director
I hate this page, I hated the original photos, inspired by yearbooks I made the image distorted with the scanner so I could create something I liked better
My influences as creative director
My influences as creative director
Lazy Oaf ofter encourporates their name onto everyday objects, I combined this with our chip shop theme
My influences as creative director
-90s year books which inspired my own experementation with font. -I like this page , I think there was too many chip shop pictures togther though.
GROUP 4 PRESENTATION THE SLIDES i WAS MORE HEAVILY INVOLVED WITH, THEY WERE ALL EXPLAINED IN MY PRESENTATION WHICH WENT WELL.
PRESENTATION
Overall Lazy Oaf project anylisis I mostly enjoyed this project. Its probably the most stressed I’ve been working in a group in my life. Most of my group was pretty passive, easy to get along with if you showed them anything they said they liked it, we all did our jobs well and there was nobody letting us down or not contributing so that was really lucky. I had trouble with the art director for about 2 weeks. I think working with someone who didn’t like my aesthetic was actually beneficial for my confidence in my on ideas. I’ve never really had to do that before and I’m sure it will happen in the industry. I’m not happy with over half of the end product and I think if I was left to do the art direction and the creative direction on my own it would have been better, and less stressful. There some pages of my publication I don’t even want to look at because I think its so ugly. And I’m sure kit feels the same. I’ve really taken a lot more interest in casting within this module, art direction and creative direction. I am glad I’ve gained some industry knowledge in (first time being introduced to decks etc) and professional skills which will be useful. Overall, stressful but the stress led to good results. The highlight of the project was winning best creative director and I think I’ve realised what my ideal job would be within the industry.