Proposal

RATIONALE - what have I enjoyed and achieved? - describe skills learnt and explain why this has influenced my choice for the proposal - Evaluate the ideas and explain how you decided which was best for the final idea.

I have enjoyed many things about this course but I especially enjoy graphic design and VFX work. This can be seen in last years Final Major Project (FMP) where I created a wallpaper for computers about travel (car). I found a strange sense of entertainment when creating that piece of work and I actually learned quite a bit from doing it such as, how to create a bitmap of certain images to get a retro feel. I also liked the Year 2 (Y2) title sequence work as I had a lot more freedom on what I wanted to create and I was extremely pleased with the final outcome. It also taught me about the benefits of After Effects (Ae) over Premiere pro (Pr) with its multiple composition feature. From last years FMP I gained skills and knowledge that could help me during this FMP while also learning about different aesthetics - Vaporwave & Retrowave. My choice to create an advert campaign for clothing design was both influenced by GriffinGFX's start into graphic design and the many aesthetics I discovered during last years FMP.

I decided to go with my first idea, which was to create an advertising campaign for clothing designs, as it is the one that I already had some research for and can continue to research. It will also test my skills as a graphic designer and a designer overall. That is also the downside since it will test my skills as a GFX artist (graphic design artist) the end result will vary wildly depending on if I had learnt correctly or not. The whole idea revolves around my personal interest in graphic design and my research into it. Due to a previous project, I have a head start in this area.

My second choice about packaging for BLM (Black Lives Matter) would require me to do a lot more research and that could eat into my time and take a lot longer than I thought. BLM is a touchy matter and with any mistake it could end up as a miscommunication, ending up as a failure right from the

get-go.

The third idea was to create a set of posters for the government about the concern of mental health during lockdown. This is a decent idea with research areas that shouldn't be conflicting with arguments with whos right or wrong but I simply didn't feel like creating posters as I wanted to create something on a semi-larger scale.

EVALUATION - Explain how you will reflect and evaluate on your progress - Describe and maybe show how you will record this information - explain how will you present it as part of your project

I will create a timetable for my work. This plan will relate to me so that I can understand where I am and tell if I am behind or ahead of schedule. Having this key information allows my work to be of higher quality. I can document my progress through screenshots of my work where I can take the viewer through my thought process and maybe tell them about my decisions of why I did or didn't include something.

My evaluation plan, diary and notes will be used for me to reflect on what I have done and analyse what is going right and what is going wrong. This will aid in me as constantly talking about my development and growing skill will allow me to recognise it.

To present my evaluation work throughout my FMP, I will refer to my daily to-do list and then evaluate what I got done or what needs to be done next lesson.

STRATEGIES - what strategies will you need to develop to be successful? - Do you find it easier or harder working in lockdown? - Explain how you can solve any issues

I will need to develop an organisation strategy so that I will be on top of my work. I could create a list of to-do's as explained earlier, where I note down at the start what I want to complete by the end of the lesson and then follow it up at the end of the lesson to see where I ended up and if I need to complete extra work next time or not.

My main issue considering strategies is the collection of assets and resources. first I simply have no idea where to find good HD assets. I have heard that Pinterest is a very good place for assets so I could look into that. second I get frustrated that I can't find what I need if it isn't where I would logically put it, I.e. I would consider a plastic overlay to make things look to be wrapped in clingfilm, a 'plastic asset' but another term for it would be a 'plastic texture'. It gets confusing with the terms of assets and textures and I soon lose where things are. To combat this, I might have one fixed term for everything related to it but have the file name include a more specific definition. For example, the folder name would be "Assets" and the said plastic texture would be called "Plastic wrap TEXTURE". So if I use the search feature while in the folder and search for texture then all of the files I have named "TEXTURE" will appear. This should eliminate the issue.

PROJECT CONCEPT - Explain clearly the project aims and concept - explain the research you have done, and will need to do - Talk about things that will support project development, what you may produce and types of resources you will need to do this

I aim to create an advertisement campaign for a made up clothing brand consisting of three images to be used on billboards, websites and a social media posts. The three images will also have a separate clothing design in each of them, making six total created images. I decided to use a made up brand, it is easier creating a company logo that would match the aesthetic I want rather than searching far and wide for one possible logo that might not look that good.

After some initial research into advertising campaigns, I understand that there are some key issues that will need to be solved so that it can really succeed if it were to be implemented into the real world. The first issue being your budget limit, unless you’re a multinational company or a global brand, the budget will be very limited. This means that an entrepreneur will need to find the right techniques, audience, and platform to handle the limited resources effectively. Another core issue with advert campaigns is standing out. With all the other companies in the world, what makes your company and adverts stand out? Companies today make the customer seem like they need the companies product over any other companies, so they use terms like "Can't beat the real thing". Such as Coca-Cola's 1991 advert titled "Can't beat the real thing". 'That is why in creating the ideal content, there should be sincere, detailed solutions that will answer the needs of the target customers'.

The clothing would follow a certain style / theme. I am leaning towards it being in the style of brutalism / streetwear. I have researched about some aesthetics such as Vaporwave, Retrowave and the retro style. With this research in mind, exploring other aesthetics should be easier. I will have to research the style of brutalism and the correct sizes for each image i.e. 2000x2000 pixels, 1920x1080, etc... Then there is also the issue of finding free to use blank clothing assets to use that are at the least High Definition (HD). I have found that Watchdogs the video game has been inspiring for looking at streetwear and the theme of brutalism is loosely shown within it.

I would like to have a brutalist design with a renaissance inspired edge to it. Aiming my design towards brutalist design means that it will garner the attention of street wear enthusiasts who will then tell others of the clothing's design and meaning. This can be related to the 'two-step flow' audience theory, where 'the people with most access to media, and highest media literacy explain and diffuse the content to others'. This is a modern version of the hypodermic needle model. As instead of the message being directly input into the audience through said medium, It is put into the audience through more modern means; i.e. social media. This is where other, more well informed, users direct the message to their audience instead. These people are dubbed as an 'influencer'.

Brutalist design is a style that intentionally attempts to look raw, haphazard, or unadorned. It echoes early 1990s-style websites. 'Sometimes this aspect of brutalism is expressed as bare-bones, almost naked HTML site with blue links and monochromatic Monospace text'. The intentional 1990's style of work can be related to the aesthetic of vaporwave and with vaporwave we have renaissance inspired work.

The renaissance. Both the art and the period of time, this is where modern art and design flourished and, in my opinion, the golden age of art. Through the 15th century into the 16th, Renaissance was at its peak and had gathered the name of the “high Renaissance”. This movement was all about the concept of Roman humanitas and the rediscovery of classical Greek philosophy, such as that of Protagoras. This new thinking spread into every aspect of the forefront of humanity: in art, architecture, politics, science and literature. Early examples were the development of perspective in oil painting and the revived knowledge of how to make concrete statues. As many people might tell you this art movement was the birth of the art we see today and therefore, the stepping stones leading to the birth of graphic design.

Carmagnet. 2021. Top Advertising Problems Today - Carmagnet. [online] Available at: <http://www.carmagnets.com.au/blog/top-advertising-problems-today/#_ftn1> [Accessed 9 February 2021].

ACTION PLAN & TIMETABLE - Outline plans, week by week (include what you will do, how you will do it and by when) - Be realistic, manage time and account for time taken to get resources - conduct research and get feedback from others along the way

12/02/21 -> Submit proposal

22/02/21 - 26/02/21 -> Construct a presentation for my campaign and start the R&D process

26/02/21 - 12/03/21 -> all R&D should be carried out here and documented

15/03/21 - 22/03/21 -> Pre-production documents (if needed)

22/03/21 - 27/03/21 -> Production

12/04/21 - 26/04/21 -> More production

03/05/21 - 14/05/21 -> Finishing touches & Evaluation with hand in for assessment

During R&D phase:

- Identify target audience and where to find them.

- Conduct R&D based on this information.

- Produce products for target audience.