YCN FEDRIGONI
YCN Launched in 2001, the annual YCN Student Awards uniquely shine a light on emerging creative excellence. The programme runs closely alongside leading Universities, Colleges and Art & Design Schools around the world. The YCN Student Awards are based around a collection of live creative briefs, written each year by diverse partnering organisations — united in the value they place on creativity. We believe that creativity is a vital tool in driving commercial, organisational and social change. Students, and those to have graduated within the last 12 months, are invited to take part — and submit their work by the 24th March 2016. Submissions are rigorously assessed by the organisations that wrote each brief, before winning entrants are published and awarded at a splendid Ceremony each year. All winning work is showcased in the pages of the YCN Student Annual. 15,000 copies of the Annual are distributed across education, and across the creative industries internationally. The YCN Student Awards enable all those that take part to benefit from engaging with thoroughly contemporary communication challenges, and give increased confidence, visibility and employability to all those that excel within them.
Fedrigoni Background More and more of our clients request Fedrigoni papers to be sold in single sheets. The uses for these single sheets vary, but range from same day mockups for client briefs, small art projects, wedding stationery to student work. The Fedrigoni warehouse located in Northampton serves the majority of our customers but is not equipped to supply single sheets. So, it was decided that an established retail outlet would be best to handle this on our behalf. The London Graphic Centre – A leading supplier of material to the art and design community is regarded as a major outlet of its kind, offering unparalleled choice from leading suppliers around the world. It is the perfect place to offer single sheets of Fedrigoni paper and other paper products including artist pads, notebooks, diaries and stationery items. The Creative Challenge Don’t just create a leaflet! Think about how you can use graphic design and paper to introduce customers to our new retail space. Your campaign should do this in a clever and visual way; it might include special prints, booklets, direct mailers or other elements that put paper to great use to engage with people. You are welcome to develop non paper-based elements to support your central ideas; but we want paper to be at the heart of your thinking.
Uni Brief Synopsis Project synopsis This module enables you to develop the integrated design methodologies required to work in a dynamic, professional, creative and commercial environment. The introduction of more demanding projects support and generate a greater in-depth knowledge and understanding of aesthetic, environmental, marketing and technical requirements of design for the creative industries. Emphasis is placed upon the ability to develop high-level flexible thinking approaches in the pursuit of creative solutions. Choosing to work as a team & choosing the brief? I had the choice of taking on the brief as a solo project or with a team. I decided to work as a team with two peers from my class; these two peers are also my friends whom I have worked with before on previous projects, and also work with now as a team for clients outside of University. The reason for this decision is because I felt I worked a lot better with these people and it would bring the best out of my abilities in terms of producing work. I also felt the final outcome of the project would have more thought put into it and be a lot stronger. Myself and the team looked at all the different briefs YCN had to offer us. We all chose 1 brief each and went away for a week to develop our thoughts and ideas on it. I went away with the ‘Fedrigoni’ brief, Toby went away ‘a2 Milk’ brief and Junaid went away with the ‘wrap’ brief. We all met up again after a week and talked about our ideas in terms of what was realistic and capable for us to do, and what was the best kind of ideas from the three of our briefs. After some discussion, we all ended up choosing to go forward with the Fedrigoni brief as we all engaged with this brief more and were thinking up of more ideas for this brief as a whole.
Researching Fedrigoni Before we get stuck on one idea and rush ahead to finalising it, we’re going to start looking at the brief more closely and look into Fedrigoni and see what their values are as a company. This will also give us an opportunity to come up with possible new ideas. First we went onto the Fedrigoni website to check their history and what their company is all about. We found that Fedrigoni as a company likes to pride themselves on their productivity and work closely with their customers. They also like to get feedback from their customers and work on their company based on what they say. Below is some text taken from the Fedrigoni website explaining things in more detail: ‘Production Since its foundation in 1888, Fedrigoni has specialised in fine paper for printing, editing, labels, bookbinding, packaging and paper products. While this remains very much at the heart of the business, the company continually creates new paper processes and technologies that satisfy the ever-changing aesthetic and technical demands of the market. Thanks to an advanced logistics system benefiting from 11 warehouse branches in Italy and seven abroad, Fedrigoni builds strong relationships with customers and provides them with highly tailored services, with very fast turnaround times. By collaborating closely with customers, Fedrigoni creates specially customised paper products along with the 2,500 standard items that are always in stock.’ After researching we started to come up with ideas based on the information we found out. Our ideas had to reflect Fedrigoni’s high quality brand and it had to somehow include the input of customers as well, and all this had to be put into the idea while also not losing the sight of the main brief itself which is to introduce customers to the new retail space (The London Graphic Centre) and showing that Fedrigoni does single sheets exclusively through that store.
Researching into artists Casey neistat, a well known youtuber and blogger. He is popular for his film techniques, and one that inspired us was his video called, ‘The Mercedes CLA Project Part 1 of 4’. The moment he starts to unload the car from the truck, he creates lots of short cuts, with delayed sound, overlapping slight to each frame. These quick cuts are what inspired us for the run up in our final pieces, of making the planes.
IDEA GENERATION Idea 1 - This concept includes a paper plane and two fans. The idea takes inspiration from a video seen online on Youtube where a paper plane is placed in between two fans and it just hovers there. This idea promotes the idea of a single sheet of paper and it also shows simplicity. A campaign be made with this idea, and so many outcomes can be made with different length final videos and different shots used. Inspiration for quick cut shots with isolated audio for that cut shot is taken from videos by Casey Neistat, a Youtuber. A possible tagline that could be used for this idea is ‘let your ideas fly’.
Idea 2 - This concept includes a lot of paper planes being thrown from a high place. The idea takes inspiration from Sony Bravia’s bouncing ball advert promoting their TV (https://www.youtube.com/watch?v=R8WkIC7bMnE). A possible tagline that could be used for this idea is ‘let your ideas fly’.
Idea 3 - This concept takes inspiration for the Apple iPad Air ‘pencil’ advert (https://www. youtube.com/watch?v=BQ4ak4eM_Ac). The idea is to shoot from one angle and zoom in to the scene of someone using a single piece of paper. The scene will flicker through different scenes, however the piece of paper will stay in the same place. A possible tag line for this idea could be ‘one sheet can go far’.
Idea 4 - The concept for this idea is to show a single piece of paper flying from one place to another. Green screen will be used in the process for this idea if it is followed through.The background will go through different scenes, however the piece of paper will stay in the same place. A possible tag line for this idea could be ‘one sheet can go far’.
Idea 5 - The concept for this idea is showing the process of how a piece of paper is made; from the factory to the shelves of the shop. Inspiration of quick shots from Casey Neistat & inspiration for the main concept of this video comes from the Kraft Cheese String advert (https://www.youtube.com/watch?v=U4Aq31eRNVw).
TAKING IDEA 1 FURTHER Also, to go along with the idea I’m going to document the whole process along with my two partners in this project. This itself is also going to be part of the campaign towards the final thing. The inspiration for this comes from seeing a ‘making of’ video for the 2015 Channel 4 rebrand by DBLG Studio (https://vimeo.com/140763081). Below is a checklist for the work to be carried out: Checklist 3 DSLR Cameras 1-3 iPhone cameras 1-2 Tri-pods (including mini tripod) Paper Slider Time lapse rotation device Notes: Each different final video has it’s own slogan, starts off with the fedrigoni logo and slogan > video in the main part > ends with fedrigoni logo and information for where you can purchase these single sheets Final Long, medium, short - different scenes/views adobe look on iphone backgrounds monotone/simple backdroprawassests and digital / drop extra - do it without fans/plane, layers and comp assests rotobrush AE
Our Research and Development Our research and development was heavily based primary. These mainly consisted of trials and tests. These can all be found in our ‘Behind the Scenes’ Video. We couldnt really do any secondary research, apart from in video styles, which we did with casey neistat inspiration. The original idea came from a fake video no youtube of a plane flying round on a cooker, which was not real. We thought we would take this concept and trail and error it with different forms of paper. These can all be found in the video.
Video 3 | https://vimeo.com/159408450
Video 1 | https://vimeo.com/159410886 video 2 | https://vimeo.com/159410676
Video 1 | https://vimeo.com/159410886 video 2 | https://vimeo.com/159410676