1. Video Games response
Brief outline of illustration: Someone sat playing the xbox, curtains drawn, surrounded by tech - extra controllers, tv, phone
Sketch:
2. Sociable Breakfast
Brief outline: Family sat at kitchen table, both with headphones in, on phone/ipads scrolling, watching, stirring tea?
Sketch:
3. Never alone
Brief outline: Someone lay in bed with phone on charge on bed-side table, fan spinning? phone flashing and lighting up the room?
Sketch:
4. Anti-social date
Brief outline: Birds eye scene view of a couple sat a table in a restaurant. Ignoring eachother on phones scrolling
Sketch:
5. Islands?
Brief Outline: How would I adapt this concept into my own? Phones illustrated as boats, or people actually trapped within the phone? May be too surreal and wouldn't fit with the other illustrations if they're all based in normal rooms.
Sketch:
6. Self Service
Brief Outline: Shop layout, person stood at self service checkouts, member of staff clearly stood free at the till behind, deliberately opted for the machine over human interaction
Sketch:
7. Live Screening
Brief Outline: Artist on stage in background, foreground is filled arms holding phones up - artist on screen or?
Sketch:
Ready for the crit and so I could start experimenting on Illustrator I took a quick concept snap of my house-mate sat in our kitchen. This would provide me with a basic enough outline to re-create the scene and think about how I want to approach the style and tone of voice that comes with the illustration series.I ensured there was a strong light source, and also that he was sat with headphones in, on his phone, stirring tea!
After hours of drawing on illustrator I finally had a visual representation wireframe/outline of how the illustrations can work. This one was very detailed...
Crit:
After sharing my concepts for my campaign I got some very complimentary points regarding the scope for my illustrations and how I then planned to adapt these into subtle animations.
But at this stage, it was clear how I need to identify the actual problem and how I plan to respond to it with my illustrations.
In terms of of my narrowed down 7 illustration responses, people agreed narrowing it down to 5 finals was a good idea, these can then feature on the poster series, etc. After deep discussion people were unsure about number 5 & 6 above - the self service and islands concepts.
The Self Service response would be too similar to Jean Jullien's response and would be difficult to re-create due to the layout of the shops - self service is never by the tills so hard to capture both.
It was agreed that with the islands response I am at a risk of being in-consistent with my other responses, as it would feel quite surrealist compared to the other room-based, real life scenes portrayed in the other illustrations.
But at this stage, it was clear how I need to identify the actual problem and how I plan to respond to it with my illustrations.
In terms of of my narrowed down 7 illustration responses, people agreed narrowing it down to 5 finals was a good idea, these can then feature on the poster series, etc. After deep discussion people were unsure about number 5 & 6 above - the self service and islands concepts.
The Self Service response would be too similar to Jean Jullien's response and would be difficult to re-create due to the layout of the shops - self service is never by the tills so hard to capture both.
It was agreed that with the islands response I am at a risk of being in-consistent with my other responses, as it would feel quite surrealist compared to the other room-based, real life scenes portrayed in the other illustrations.
It was suggested to me that I consider normaphobia - an actual phobia were people feel the need to constantly be online.
I also need to ensure I am considering distribution, exploring and then stating the most effective method I would use to reach my target audience and how it is most appropriate.
It was highlighted to me that there is a risk of my campaign feeling even more contradictory, as they are animations you will be still looking at a screen to experience them - when I am trying to encourage people to switch their phones off every now and again to embrace life outside the digital realm.
- Perhaps I do make it work off-screen too?? have all the posters ready for print aswell to reach a wider audience, but then have the digitalised interactive versions for the audience on social media, moving ads, etc - I have identified how this will most effectively reach my predominant audience of device addicts, as all are online throughout the day as my questionnaire reflects.
The most effective way to tap into that audience directly, is to hit them at their source! The campaign will hopefully then act as a quick reminder, a turning on of a switch in their minds, encouraging them to stop scrolling and look up instead a bit.
Simon said I do need to be more explicit with what it is I am trying to communicate, I need to really find what the problem is - the illustrations alone do not do that, so it is what surrounds them which will provide quick context for the viewers.
- what is the specific issue focus? how am I trying to resolve it?
- it is unclear at the moment, is it just to: get people to play board games again? go outside? spend time with the family?
Explicitly consider who target audience is
Tone of voice? - confrontational, informative? - like cig packages? or more of a positive UX approach?
I briefly started looking into possible already existing organisation who are on the same page, but it was suggested I look at 'black out night' - one night a week were u switch everything off
Identify: Brief - Problem - Purpose - Ta - Tone of voice
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