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“The aim of this project is to inspire social change in the local community. Considering the power of google products.
I choose to change how people perceive charity.
The first step was the research. And it was all about understanding donors behaviour, getting familiarised with charities campaigns, regular campaigns and what is going on on the Digital out of home sphere.
The development phase was long, and the hardest phase was to come up with a good concept, one that is aligned with my idea of charity.
The outcome is a serie of screens, focusing on positivity. How charity is all about that, and doing good.When the viewer is engaged through touch, he is already part of the change, and therefore, the charity rebranding has started.”
I needed to present a starter video, but the day before the presentation I didn’t even have a concept defined. So I opened the sketchbook and started to work.
I needed a story board for the campaign, and for the explainer video. I did the first one, did the videos explaining the campaign basic works…Using collage, paper and stop motion. Three image making methods that I control a bit better than Ae or Premier.
I believe that, as I was working on the explainer video, several ideas came along, for the actual campaign. It aloud me to explore a bit more the concept. And I will apply that new knowledge for the final campaign.
I turned the campaign around positivity, and choose to start working with 2 colours that represent energy and positivity for me: Yellow and Orange.
The campaign will work around 2 main phrases, the two bellow:
I’ve done stop motion films, showing how the campaign could work…the colours don’t really match, but the main idea are there.
The screen action should be activate by the user touch. What I believe the best way to engage the user, it is the next step after reading the text and keep walking. So when the user is tempted to touch the screen, the attention is caught. Then, a short text appears and since the user is already close, and paying attention, the text will have much more impact.
And, as energy drives movement, the touch makes the slogan change. The slogan is, in a way symmetrical, what gives numerous possibilities for it to move around and morph. Given me possibilities to present the text in a much more interesting way.
Last week I had a chat with Sara, I was working with concept S2, struggling to make the motions, and thinking about the words that would appear on the screen.
She recommended for me to focus on the actual word that would appear on the campaign, since I still hadn’t define them.
Taking time to think about that definitely helped me to clear my mind. Focus on what was the core of my campaign. Take a step behind and go back to the sketchbook to see what happened.
After reading my google slides again, I realised that the focus of this campaign should be “Positiveness”, not coolness. Finally it was clear, since what I’m most adverse about the usual charities campaign is their negativity.
I really think that working on the slides + sketchbook has been confusing, and I should focus on the sketchbooks first, work things out there and then do the slides, or open any software.
This project development have been very confusing for me. SoI’ve broaden my research, in order to understand better where I’m going:
- charities campaigns
- regular campaigns by best known brands
- DOOH campaigns
But I can’t get past the concept face. I developed 3 to a certain extend, but can’t get to any good outcome. This is the first visual outcome I created, but it looks like soo many other campaigns around town. It has a very direct approach towards charity, I think its funny….but visually isn’t interesting.
I’ve started my research by looking into what NPO (non profit orgs) and how they do their campaigns. the printed ones or DOOH. To get a good idea of how they reach out to donors.
The majority is a guilt trip. Dying, sad children and animals. Celebrities looking very serious and concerned. It works to an extend as they get their money.
But trying to achieve a positive change through guilt and negativeness is not my style. The research definitely helped me to define that straight away. My work should hypothetically change the world with a positive dialogue.
The emotional appealing also drives a lot of people away, people who don’t think their money should be spend out of guilt, since most of us work hard and deserve to spend it as wished.
So, this first step helped to direct my work, as mentioned above.
As I deepened my research to written resources, journals, websites and studies, I found out that technological resources were being badly used. Such as social media, fast payment methods and even DOOH’s. So, one thing that also needed to be changed is the technology approach, from campaigns to ways of collecting money.
I believe I altered the app a lot. I’m happy with the end result. It’s about time
So I started to work on the Brand Book. Its ready to print, I think. But the essential is there.
Design example, first page
The research on S. Bass’s title sequences made me look into the Oceans Eleven film. I’ve watched it before, and really liked it. It was funny, clever and colourful, and really shows Saul’s characteristics.
The dots moving around were very entreating, and I decided to focus on that. How they form shapes, numbers and ….letters? If there’s an opportunity to use type, I’m there.
I decided to work using the following words: Saul Bass / Pastiche.
The fun then began, and I hole punched coloured paper like crazy. Installed a stop motion studio, using a : Clothes Airer + coffee table + 3 lamps + metal ruler + blue tack ….
Tip: If you want to get creative, never buy a tripod.
The result was very rough, but a big step forward towards the end.
The second idea was to utilise the collages and give them a twist. Make them transform into each other, to zoom it, and scroll.. The issue here is that this looks very good in my head, but I have no idea how to put this in a video/photomontage and collage. No idea.
I was complicating everything….for a change.
I started doing the stop motion film and all. ( the first transition, but then stopped). It wasn’t capturing S. Bass style anymore.
Here it is:
So I went back to the research phase again, and this time I decided to focus on his title sequences.
So, I started my pastiche concept with an idea to develop a video with a literal narrative. A small story, narrated by someone with a good voice and accent.
I’ve done my research on S. Bass’s work. And I though his posters where amazing and shown his style quite clearly. So, why not gather them in a sequence and do a photomontage, and get it done quite easily.
The time passed, and I guess I didn’t really started this project before because I didn’t like my initial idea that much.
But then, I had to do something, so I transformed each poster into a collage.
Here they are:
Then I realised that the first idea was a bit boring, funny and all, but I could do more.
So I abandoned this idea.
The part that I struggled with more was the app itself. How to design a brutalist app?
Minimalist? Bold? How to keep it simple, but still user friendly?
So many questions. Honestly I think the research I’ve done on apps and galleries didn’t helped that much. And its hard to integrate the materiality of the buildings to the screen. But here are a few screen shots of my app.
I have to change a few things to make it more user friendly, to make it clear that the background have paper texture. And overall lighter but without loosing the brutalist feeling, and design the image page without the bar at the bottom.
As I looked to the images I notice that the app is too grey, maybe in need of a pop of colour, to also agree more with the collages, and well…the city.
Opening page 2