Laura Lemus Un cuento de hadas รกcido
lauralemuszapata@gmail.com - Mobile: (+57) 3144802434 Bogotรก - Colombia
My Story I started my music studies since I was a little kid. When I started college I decided to focus on musical composition, looking for cinematographic and theatrical composition. This link between sound and image took me to think about design as an option to add value to my career. Starting from understanding the dialogue between image and sound, I realized I wanted to take this further. The narrative as main element in films, as in theatre has become the reference point for my projects, and this is which allows me to create concepts able to be experienced, always around a story.
Skills
I am an acoustic music composer, with some knowledge on the electroacoustic field, and it is easy for me to write music for scenes and/or image, which is why it has been easier for me to write for experiences too. I have knowledge on pro-tools, to mix and synthetize mainly. I like audio-visual design (mainly art direction), I have knowledge on photography, recording, and writing scripts field. I also have knowledge on Adobe Illustrator, Photoshop, InDesign, Premier and AfterEffects. I do know a lot about the design thinking methods, and my strengths on the different stages are on analysing and proposing. I like to create concepts and tell stories, which is why most of my concepts come from stories I have written and vice versa.
You may say I’m a dreamer,
I say I’m a Nutopian Messiah
This project wants to tell the world’s interpretation according to John Lennon’s unconscious mind, from a Beatles’ fan perspective. On this project, I had to develop a concept based on a research on John Lennon’s aesthetic and philosophy. This was a free result Project which concluded with a 1-minute video in which of the concept Nutopian Messiah is synthesized.
Concept: Nutopian Messiah came from a deep research on John Lennon’s life at the end of 1970’s and beginning on the 1970’s, time when he focused his strength to fight against an unjustified war and above all the pursue for peace. From the country John and his wife, Yoko Ono, created, and the aesthetic relationship (either if he was aware of it or not) with the Jesus Christ, the Messiah from Christian religion. I came to the conclusion that John saw himself as a Messiah from a New Utopia, which is why he was the first Nutopian. Also he was the leader to get there, and he leaded many people through the fight against the war. What would happen if someone took this hypothesis really seriously?
https://www.youtube.com/watch?v=eB90au8soGc
Brief: Implement a cooking class blind people Palpando (feeling) is a cooking class aimed at children with low visual capacity, or not at all, and their families. Brief Reply: To Create an emotional branding strategy to implement cooking classes to visually impaired persons. Value Proposition: This project seeks to put the parent on his/her son/daughter’s shoes so the parent can realize that an approach to the kitchen can be safe when it has had a good previous guidance.
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INTRODUCTION With the CRAC’s help (Blind Adults Rehab Center) we could research and accompany little kids on their rehab proccess (besides the name of the place) and adaptation to society. Meanwhile we put ourselves on the shoes of these persons, so we could get better (never completely understand) the condition. This took us to very important and meaningful insights.
Proyected mourning: Many times is tougher for the family than the person with visual disability. Utensil -> limit: When an utensil is used to reach something, a barrier grows for the person. Co窶電ependance: The kids are always with their parents, so they are no helping for a completely independence generation. Fear of the world: The parents are afraid the world misstreats their children.
INSIGHTS
Sightless in a sighted world: Sightless persons must adapt to a world designed for sighted people and not vice versa. Kitchen limits: The most they worked with the kids at the kitchen is to wash the dishes and dry them. No skills to recognize food: Blind kids grow up and as adults, they do not recognize fruits because they have not had access to them before they are ready to eat at the table. Without training they get defensive: When someone gets blind and do not get proper training to adapt to their new condition, they develop touch defensibility, wich means they are not able to touch diferent textures without fearing them.
PROTOTYPING From these insights we decided to create a course where the parent were able to put hi mor herself in the shoes of the kid, so they could realized how important kitchen is in the future of their kids because of the Independence it will mean for them, and they have to be already able to go into it without hurting themselves. The most important contact points where prototyped: We covered our eyes and went to the kitchen to bake cookies, we made all the proccess with Company, who helped us to putt he cookies in the oven and take them out; we also prototyped the fruit and vegetables exploration and recognition to know and remember their forms.
what if to cook you would not depend on your eyes? What if colors were smells?what would happen if your hands could sculpt the flacors? It is not necessary the hability to see to cook, because cooking is a matter of feeling. Palpando tastes like autonomy, it is inclusion and cougrage... a different kind of link. It is a cooking workshop design for kids visually impaired and their families, it seeks that the parent puts on his child’s shoes so he/she can realize that an approach to the kitchen can be safe when it has had a good previous guidance. In colaboration with: Juliana Gómez Corredor y Kelly Cediel
Invitation: Strawberry thermoshaped with braille describing the workshop
Elements: board, special design knife, cooking book and invitation
Book: Written both in braille and arabic so the parent can read with his/her child
Book: Fruit silhouettes that enable the kid to recognize de second dimension shapes
Jasper Newton “Jack” Daniel, was born in 1850, but says his exact birth date is unknown.If 1850 happen to be true, he could have became the owner of an authorized destilery when he was 16, because the destilery’s registration is date don 1866. Jack Daniel never married and did not have any children. However, he took his favorite nephew, Lem Motlow, under his . He was skilled with numbers and was soon doing all of the distillery’s bookkeeping. In 1907, due to failing health, Jack Daniel gave the distillery to his nephew. At 1911 Jack dies beacuse of an infection on his feet toe, caused, it is known, for kicking his security box one morning he did not remember the key code.
2011
With the opening of the bourbon’s line our brief was to create an experience to make people in Colombia to recognize it. During the process we had to do a Brand analysis on its values, products and impact in Colombia. This lead us to the discovery and new analysis of different users which drink Jack Daniel’s and did already drank Jack Daniel’s Honey before its official opening in the country. Thanks to this data and analysing process, we were able to find the better suited profiles for the product and which was the best place to create an experience around it. Starting from a story, we were able to materialize how the space were supposed to be. Knowing the Jack Daniel’s brand is recognized for having a strong link between its products and the stories about Jack and other presidents on the company, this time we discovered how to get to this new target of bourbon in Colombia through an story with a little bit of reality and a lot of magic and fiction. More details: https://issuu.com/carlosjosecelis/docs/finalmanualweb
INTRODUCCIÓN
USER AND CONCEPT
Jack Daniels World Wide Imaginary
Sweeten your Ideas The Jack Daniel’s chosen profile to work for, are those persons who present their rebelliousness on their Jack Daniel’s consume. The love to create controversy and talk about awkward and uneasy matters like politics and others. In Bogotá, this persons are intelectuals, who have study something related with social sciences or art and they show through their Jack Daniel’s drinking they are Rockstars, but their field is not Rock music but Ideas.
Jack Daniels in Colombia
ASSEMBLY We designed a publicity intervention, located at the music Festival Estero Picnic. Through the experience of a lovestory, we were looking to achieve users and submerge them into the love that had to exist so they could have access to the product. Creating a secret garden, we wanted to show the brand values which were not being exploded and strengthen them.
Starting new century, a time full of changes was going through and next door much more changes were coming. Passion for whiskey had brought a big amount of foreigners to Louisiana, looking for the formula pass to heaven and hell in just one sip. Jack was proud of its whiskey, it never missed anything. Filled with prices and bringing wealth to his town, he walk with his head up because of the famous Old No. 7, the success formula. One day, during one of his walks by the Factory, he saw her. She, was a beautiful colour lady. She was helping sand the barrels down, in which lately, the whiskey will be put to age. Once he saw her, he could not take away his eyes from her, she was incredibly attractive and had the magic and strength no other wo-
woman he had met until now. At the end of the work da, he could not help but going after her. She lived outside the town, in a little farm filled with white flowers. Once she got home, she turned to Jack and asked what did he want. When he saw she was standing on to him, he was speechless. Bessie, invited him to her farm and gave him a glass of water with a little bit of honey. Once Jack tasted it, he got himselg back, this was not whatever honey, this one tasted different. After this, Jack got obsessed to get to know the origins of this strange, lovely honey. Bessie, told him she had a bees’ swarm close to her farm and her family had used for years, honey to different uses, such as sweet, wounds healer, essential nourish ingredient to baby’s food. They also made honey pies, and mixed water with honey to take long baths which they taught give the the beautiful skin they proudly had. When Jack realized how many different uses they give to honey, he became obsessed with it, also because it was the best way to
to be close to Bessie publically without being under social judgement. He, off course, found some new ways to use honey like tobacco and honey, honey healthy breakfast, and also loved honey and corn… anyway, one week, with a lot of trouble on his head, he took an spoon with honey so he could calm down, but that was not going to be enough, so he drank a sip of old No. 7. The epiphany came to him: he realized the taste was something different but he did not give the relevance to this discovery, or so they thought. After Jack’s death, because of an infection caused by an strong kick to a security box, which had his money, the busyness was in Motlow’s hands. After a lot of years, they discovered that the security box not only had money inside, but also a letter to his nephew speaking about his Bessie and the crazy obsession with honey it had brought. Many other bourbons have put honey to their formula, but to the brand, this was not complete until they could get to know the Jack’s story with honey. Jack Daniel’s could not be mixed with any generic honey, it has to be with African bees’ honey, which is what gives the bourbon the blissed pint it needs to hold the honor to be called Jack Daniel’s Honey. Story by Laura Lemus
ASSEMBLY PROCESS
STAGING
L A V D E T V R
B I O T E C
S P E R A M V S
Starting from the short film Nostalgia for nature by the French artist Hugo Arcier, we built an imaginary futuristic universe where nature has mutated, under technology’s influence. Storyteller on this story, speaks with NOSTALGIA about pure nature, for her (and for humanity in general) it is not possible to know what it is nature and what technology. The mutation has already taken place. We created an imaginary fro referents that when we crossed it with the idea of biotech greenhouse led us to create a new story to show our own interpretation of all the information collected before through a space intervention.
Nostalgia for NAture
Neri Oxman
Transcendence
After facing global warming, strong changes in the Earth’s atmosphere that came within affected the climate in the planet. Desertic heat and cold glacial weather, that is what it is left behind. Underground, someplace on Earth where there are still alive some human beings driven by the scientific paradigm are trying to fix what human unawareness has caused. A laboratory, kind of a greenhouse, has been created to develop mutations in nature which can make her be strong enough to live in spite of the actual extreme weather conditions. This mutated nature, guarded by scientist always protected from the biologic risk it implies, has related better with the technology which controls it. It has arrived to the point where both, nature and technology, have connected and nature has mutated into a new nature, with shiny, high tech seeds, maybe (we cannot know that) adapted with some artificial intelligence from technology and much of the strength and instinct from mother nature we used to know.
Nostalgia for NAture
Biosphere 2, Arizona Giant Real Greenhouse
Sterlac
ASSEMBLY PROCESS
SOUND DESIGN
From the concept and the mock-up, I developed an audio track to add life to the staging. It was built from rain forest sound natural and synthetized, overlapped to generate and emphasis the symbiosis between Nature and Technology. https://soundcloud.com/lau_l/ambiente1