Responsive 13th November

Why have you chosen the brief?

This brief is open ended and not specifically animation related so I think having an animation background will make my entry stand out. I also really like the brand Whistles.

What do I want to get out of the brief?

Work for portfolio, an opportunity to practice pitching and presenting in a professional way.

What do you need to produce in relation to the brief?

Branding ideas for perfume, scent ideas, promotional ideas, ideas of partners, etc.

What do you want to produce?

Pitch Boards / Animatics / Illustrations / Potential Branding

What things can’t you forget about? 

-Logo must not be altered.

-deadline non-moveable

Any brief that you do for this module answer these four questions.

Brief Analysis

Identify the five most important words:

concept, campaign, first Whistles scent

Identify the five most important considerations.

• Needs to be a concept and a campaign.
• Needs to be beautiful, luxurious and contemporary
• Brand Awareness
• Specifications on Design layout, including specs on logo input etc etc
• Target Market.

In relation to the brief five related products?

clothing

bottles

a magazine editorial with a sample,

smelly bath bombs

room diffuser.

Identify 5 Related Places

the shop

a bedroom

posh restaurant

the street

gallery/bar

Then we took these four questions and applied them to someone else’s brief. I got syfy here are my answers:

Buy Syfy Brand, Imagine Greater

• focus idea on the brand rather than individual programs
• aim for impact and surprise
• include syfy logo follow specs
• recreate the brand
• encapsulate the fact that they are the ultimate fans of syfy.

TV, Ipad, Phone, Computer, Books

Living Room, On the Train, In bed, Comic Con’s, At the dining Room table.

We then received our brief back and here’s what the other person came up with as answers

Clothes, elegant, purposeful, contemporary, confident

• brand positioning
• brand mission
• brand strategies
• potential brand partners
• the actual scent

Candles, air freshener, body spray, make up, hair products

Pharmacy, department store, bedroom, public, purse

You can identify from this exercise where you might see things differently to others, this means different elements jump out at you.

Group Discussion

Look at similarities, write down and identify two columns, the benefits of identifying the similarities, what are the problems with that.

Similarities

+

More people on the same wavelength so collaboration could be easier

Another similar opinion validates yours

More likely to be understood, relatable, less of a risky project (Could this be a negative if it doesn’t stand out?)

Reassuring, gives you confidence in the idea

Possibility to explore common themes and generate ideas

A clarity, the brief has been well written

-

Other people entering that competition brief may have similar responses, could this lead to them making similar work?

Maybe the outcome is more obvious - less room to innovate new ideas.

Less diversity

Both missed something?

Is you brief so well written will everyones solutions be the same? 

Is it super vague? How will you address this? If you're recognising a problem can that be an opportunity? Isn't there a thin line between a negative and a positive? Are there other things more appropriate to crit five things by, professions etc.? 

My brief is very vague but I think as long as you adhere to all the logo and product and aesthetic specifications I think it will be greatly accepted.

You will get professional feedback on this, and normally feedback says the work is really good, but didn't hit the target audience. Who is that group of people that your work is supposed to impress.

1. Who is the audience? INTENDED

Intelligent, Independent, Discerning Women. Aware, Selective, Confident Men. The consumers of Whistles.

2. In your opinion who should the audience be? ACTUAL

People with money who care about what label they wear but buy relaxed yet elegant clothes. Stand out from the crowd without being too individual.

3. Who could the audience be? POTENTIAL

Aspiring professionals who want to own a piece of the brand that can't actually afford the clothes.

I am choosing the actual audience with the principles of the actual audience because it is more specific for my to base my ideas upon, and guaranteed to pull in money because its the customers that already by their. 

What does the audience do? They get up in the morning and what do they do? 

Get dressed in whistles clothes?! They are well dressed shop at waitrose 'cos they have lots of money and they are cultured and go to the theater and latest films etc. This should help to form an effective solution. What else do they buy? The latest technology, other designer clothes, probably designer perfume. They have expensive taste. What do they want to be? STYLISH! Look good, smell good. They want to be the ultimate consumer and buy into all the latest stuff. What is it you can do in your creative solution to draw this response?

INFORMED ANALYSIS

I actually went to the Whistles shop the other day to scope up and ask the staff what there customers are like:

ANSWER:

Middle class white people varying in ages, but even then a lot of the older generation are very trendy and the youngs are, wide range. Also shop at Hobbs, Karen Millen. 

For the Next Session, Complete worksheet, Project Proposal. In a specific way, no vagueness.
In addition to that now look at contextual references, of your initial ideas, what else is out there, that relates to your proposal? You will be pitching your proposal.