“Most people are other people. Their thoughts are someone else's opinions, their lives a mimicry, their passions a quotation.” ― Oscar Wilde Who are we? What do we do? Why are we here? Defining myself as an artist has never been easy for me. Ive always gone through a ritual of self loathing and hate before I ever actually regard any of my pieces of work as art. My photographs try to make a point of telling a story, they introduce the viewer to how I walk, move and live. My life revolves around accepting what is obvious, Lifestyle. Creating the Suto-name “Sad Adult” Ive managed to gain a small but solid following of people who are interested in the same things I am. Ive decided to keep a certain consistency of work in this project with photographs that are either from the same role of film or photos that manage to blend well together. Teaming up with fellow photographer and friend “Fernando Frutos” we’ve decided as a team to create a collective and series of photographs that promote the lifestyle of a montreal and Southern Californian student. In essence we aim to direct the attention of the viewers to our point of view when it comes to photography and all of its little components. Photography is subjective to everyones ones unique perspectives.
The Idea behind our creative process was to focus on the purity of photography. Using polaroid, 35mm film and in some cases digital we really tried to capture the essence and organic qualities of photography. Concentrating on lifestyle aspect of photography we kept focused on capturing more urban landscapes and people, the only difficulty we ever faced was whether or not we were shooting the same things and lacking the variety we originally wanted. One of the main ideas behind the photo set was to portray the urban surroundings in every elegant and sometimes dark ways. Besides Color film and Black and white film, we concentrated on using the gear we had. Although limited at times, we really managed to utilize what we had and seemed to make it work. Making the collective very organic was extremely important to us, because we were trying to promote this sense of reality to the photo set, gear was not really the biggest of issues for us. Influenced By music, people, movies, composition and symmetry, our photo became
Our mission Statement is simple, create and define whats real and create works that example subjectivity.
Besides developing film and using camera gear we aimed at also creating different outlets to spread the name and work. Creating a magazine or “Zine� which features, poems, photography and quotes we also concentrated on creating a sense of variety that every starting collective needs.
When it comes to distribution, social media is key. Having basically all the resources at our finger tips(excluding twitter) the possibilities are endless. Although we strongly believe in spreading the word about what were trying to do, we do however strongly believe in never charging anyone to come to an exhibit or pay for a Zine. Why charge someone to listen to a message were trying to spread? Living on opposite ends of North America, Spreading the word is much easier. Although one side of “Sad Adult” is located in Souther California, the home base for the collective is located in the heart of Montreal. Creating, zines, blog posts and video updates, we aim to create a bond with the viewers by giving them a more personal and fulfilling experience. One of the main tools used in the distribution process will be “tumblr” tumblr allows us to easily post updates, share photos and videos and interact with the viewers/customers. Seeing as tumblr is a free blog site that allows users to virtually create anything without charge, tumblr becomes a key tool in our creative process and distribution concerns. The blog will be up and running at least 8 months ahead of the actually exhibit and and zines will be consistently dealt out as the following moths go by. Seeing as the collective is located in the heart of Montreal, only Montrealers and true fans of the exhibits will be able to attend, although this may seem like a dilemma, an online exhibit will be posted along with live videos and updates. Deciding on finding an venue thats located in a relatively decent spot with access to public transportation, The “Eastern Bloc” fits the qualities and spacing needs of the exhibit. With the venue and physical forms of distribution chosen , the once unknown variable and risks involved are answered.
To identify the target market, the Sad Adult collective will work to figure out who would be interested in the message were trying to spread as an organization. Using Market research and past experiences, the collective aims to attract any potential viewers it can. Creating a personal link with the audience by creating tools and resources found through blogs and zines, the market begins to slim down as we begin to look at the follower count and understand what “type” of people would be interested. The secondary form of target market research would be to visit other exhibits, collectives and organizations in an attempt to interpret the montreal art scene and who and where local artist go. Besides visiting exhibits and creating blog sites, creating a more personal one on one experience with consumers and viewers is extremely important. Many times a sense of uncomfortability will draw many potential consumers away, the Sad Adult collective is determined to create a comfortable environment every can enjoy. With out product and distribution already defined and local exhibits giving us more insight, our target market and audience can easily be defined as people whore are in the age group of 18-30 who have an active online and urban lifestyle.
Although the social media access is guaranteed to be free as well as the “Zines”, the actual exhibit itself charges a ten dollar admittance. The reason for the charge is solely for venue payment. One of the risks of such a low charge is not being able to fund the exhibit properly. Although this risk is a definite issue , we do however plan on a creating a series of sponsors in order to aid in paying off costs. Creating a “hip” sponsorship and low and manageable price, the collective has already built a connection with the consumer and created a relatively low risk involvement.
The Sad Adult Collective is a build up of lifestyle photographs that promote the experience of urban living. Blending in a sense of reality, humor and general curiosity the collective grabs the attention of the viewer and gives them an unforgettable experience. An “Intangible” product, the collective and photographs themselves are not for sale. Although the items are not for sale, the actually “tangible” exhibit is. With the exhibit being placed at the heart of downtown, a definite sense of competition is felt as Montreal is one of Canada's leading artistic “hot spots”, although competition may be a risk factor, we can most definitely assume, the artistic target market were looking to capture will will be able to consume multiple exhibits at a time.
Since one of the most important goals of the Sad Adult Collective is to create a comfortable environment, promoting the brand, collective and identity should be extremely personal and one on one. Going to concerts, following blogs and creating relationships in general is extremely important. Since we cant actually create a promotion based on the actual price of the exhibit we can however build a connection to the point of friendship. Handing out zines, Sticker bombing, photo rallies and overall internet based interaction creates the one on one promotion the Sad Adult Collective is all about.With the collective reaching out to other venues, people and companies in general, the personal sense of promotion used draws in the target consumers the exhibit is trying to reach.
www.Sadadultcollective.tumblr.com
http://issuu.com/michaelmclean8/docs/zine.
We’re Sad, duh.
Fresh, new and different are some of things the “Sad Adult” collective aims to do. Creating new advertisements that reach the general populous with killer ideas that feature, handouts, zines, stickers and even the occasional bit of graffiti.
Keeping the downtown atmosphere in mind, the collective wants to concentrate once again on keeping the advertisements as “Up close and Personal” as possible. In a “gorilla-ish” attempt to storm the downtown public by storm, the collective has come up with a few cool ideas in order to reach the people we need to be reaching. Creating new flyers and stickers for the event, a large group of people will be asked to come an aid in the attempt to make people smile, laugh and becomes curious about the event. With the mindset of “ Were not too cool for school” the group will head towards music stores, metros, skate shops, coffee shops, and other interesting places and hand out flyers. Creating a personal one on one bond with the consumer, this type of advertisement will be a lot more effective than a television ad or billboard. In an attempt to create a more rebellious and open minded form of advertising, a “sticker bombing” campaign will be put into effect. Much like the Flyer and sticker handout, the group will hit most of the same places but instead of creating a personal attachment, stickers will be placed on windows, telephone poles and anything with a surface that will be seen by hundreds every day. Stickers are a tangible object that are noticed on a regular basis, everyone loves a sticker. We plan on making sure they get one.
www.sadadultcollective.tumblr.com
Creating a fun, relaxed and overall cool atmosphere to the brand, image and exhibit, the collective aims once again to provide a responsible mature and reputable image. Immersing itself in pop culture, The Sad Adult Collective plans on creating links with other artists and musicians. This unspoken bond between artists will most definitely aid in not only promoting the collective but create a diverse array of links that can form wide spread reputation about the brand and exhibit. This sense of teamwork and cooperation will not only benefit one party but both. Creating a sponsorship of sorts within the collective and fellow artists, the number one goal is to create relationships that last. Since creating a fun and relaxed atmosphere is key in the the creative process, during the exhibit other artists will no doubt be invited. Their status are artists will aid in creating a sense of maturity and respect as this exhibition is the premier show for the Collective. In theory The sad Adult will be creating a sponsorship with a band, the band in return will play the Premier exhibit in hopes of once again creating the cool atmosphere needed. Besides the sponsorship, cooperation and the exhibit itself. The responsibility aspect of the collective comes into play when maintaining the blog usage. The website and blog needs to be kept up to date with the latest photos, press, poetry and information n general. its of great important that the blog manages to interact with followers and consumers know we care and respect them. Since one of our main goals is to maintain a personal and respectful relationship with the consumers, all questions and inquiries will be answered.
With the Advertisements following the hip and upbeat culture of the fast moving young adult, the free flyers, stickers and zines begin to build that relationship that every starting collective needs. With Sad adult determining a price, a location, a solid product and a great use of promotion, the starting collective answers the essential questions and justifies why its going to succeed. mMnaged solely by the owners of the collective, the brand can finally begin to breath and become what it needs to be. Controlled by artists makes Sad Adult what it is. Real.
“I believe in equality for everyone, except reporters and photographers.” ― Mahatma Gandhi