Client: BBC2
Brief: Create an opening credit sequence for The Culture Show that will surprise, inspire and challenge viewers.
Introduction: Launched in November 2004, The Culture Show is BBC2’s leading arts programme. It’s forward-looking focus, stylish presentation and confident, witty tone has attracted a younger audience. We are looking to build the show’s reputation as cutting-edge arts programming, signalling, from the opening second, that The Culture Show is an innovative show that respects its viewers’ intelligence and rewards them with well-crafted, expert, thought-provoking content.
Creative requirements: You should create one or more innovative 20 second credit sequences to open the show, to surprise, inspire and challenge viewers when they tune into The Culture Show. You should reference in some way the show’s coverage of disciplines such as fashion, art, architecture, music, film and TV. It’s down to you how you creatively go about this.
Editorial issues: Please bear in mind that BBC Producers’ guidelines will need to be adhered to in terms of subject matter – no nudity, sex, smoking or drug references.
Who are we talking to: Young, discerning metropolitan minded 25–44 year olds who have a genuine love of culture.
I am completely the wrong person to answer this brief being both 10 years older than the target audience and not someone who watches TV. Maybe that could be an advantage because I don't have any preconceived ideas.
1. What is The Culture Show? The BBC has archived the web page so it's difficult to see whether there was an even spread of disciplines in most of the shows.
Mark Kermode's Christmas film show starts with him introducing the idea then has a 10second sequence of angular blocks revealing relevant images of films. I looked at several online lists of the best title sequences because I needed some modern references then went to my sketchbook to play around with ideas.
Brief: Create an opening credit sequence for The Culture Show that will surprise, inspire and challenge viewers.
Introduction: Launched in November 2004, The Culture Show is BBC2’s leading arts programme. It’s forward-looking focus, stylish presentation and confident, witty tone has attracted a younger audience. We are looking to build the show’s reputation as cutting-edge arts programming, signalling, from the opening second, that The Culture Show is an innovative show that respects its viewers’ intelligence and rewards them with well-crafted, expert, thought-provoking content.
Creative requirements: You should create one or more innovative 20 second credit sequences to open the show, to surprise, inspire and challenge viewers when they tune into The Culture Show. You should reference in some way the show’s coverage of disciplines such as fashion, art, architecture, music, film and TV. It’s down to you how you creatively go about this.
Editorial issues: Please bear in mind that BBC Producers’ guidelines will need to be adhered to in terms of subject matter – no nudity, sex, smoking or drug references.
Who are we talking to: Young, discerning metropolitan minded 25–44 year olds who have a genuine love of culture.
I am completely the wrong person to answer this brief being both 10 years older than the target audience and not someone who watches TV. Maybe that could be an advantage because I don't have any preconceived ideas.
1. What is The Culture Show? The BBC has archived the web page so it's difficult to see whether there was an even spread of disciplines in most of the shows.
Mark Kermode's Christmas film show starts with him introducing the idea then has a 10second sequence of angular blocks revealing relevant images of films. I looked at several online lists of the best title sequences because I needed some modern references then went to my sketchbook to play around with ideas.
 |
| The figures at the top are just random doodles but I need to find some way of showing my personal work so I left them in |
Client: Orange
Brief: Create your vision of future communications.
Background: When Orange launced in 1994 we set out to simplify things in a world of confusing new technology. Now, in 2007, we can talk to each other by landline, mobile and internet telephones. We have text messaging, email, IM chat and, more recently, the huge rise in popularity of social networking. So, what’s next in the world of communications?
Target audience: All existing and potential customers of Orange.
Creative requirements: Using illustration, create for us your vision of communications in three to five years time. You could create something tangible, relating to products and physical technology. Something that talks about technology. Something emotional that shows how you think people will feel about communications, and the way that they can communicate with those around them.
This one is a bit scary, shades of big brother and robots rebelling. I came up with some ideas of my own
then looked at some websites.
https://www.forbes.com/sites/forbescommunicationscouncil/2018/08/31/seven-communications-trends-professionals-need-to-watch/#fa866cb11c46
https://www.9spokes.com/blog/10-consumer-trends-today-and-three-for-2019-infographic/
https://www.compelo.com/smart-device-trends-2019/
I would pick some trends for their reality and some to provoke thought then assemble them as an infographic, animation, or a cardboard model that has the physical shape of a phone or communication device. The model phone could have its functions in text on the case and maybe some pop ups like the pop up camera shown here. The model could be a risky strategy if the target audience are digital natives but I hope that people still like something tangible to touch.
Client: Sainsbury’s
Brief: Create a piece of design or illustration for a limited edition range of Sainsbury’s shopping
bags.
Requirement: This brief is to create artwork to appear on a new range of bags, based on one of three key themes that are central to Sainsbury’s business:
Simple bold designs work best. Potato prints or lino style prints might look good. also collage. Need bold colour but must look inviting. Jute bags imply environmentally friendly style but don't always wear well.
Option 1 Fruit and veg is cliched but attractive. Person who looks healthy with fruit and veg/preparing healthy food. People eating around a table looking happy and healthy. Cartoon veg and fruit doing exercise.
Option 2 Show farm/field with crops and grazing animals. Fish or flying birds, bees represent environmental stability. Home grown veg, allotment? Most customers won't have time or skill to grow their own but might aspire to it or be encouraged by an allotment.
Option 3 Show interaction between producer (farmer/baker/butcher etc) and buyer (who is anonymised.) Show happy looking producers at work. Show planting a seed or a seedling with natural protection such as an umbrella or a moat to protect it from too much water.
Reflection
I'm not sure that this is what is required in a rationale. I've done it more as a sort of verbal brainstorming. I found it hard not to draw my ideas as I find drawing is a trigger for new ideas. It did make me focus on what was in the brief so it made me less likely to come up with an idea that didn't fit the brief. The version where I did the rationale in my sketchbook was most helpful because I could write as the ideas flowed and potentially add drawings and doodles as I went along, more like a mind map. Maybe I should make myself pause at the end of this stage to write a more formal rationale to check that my ideas haven't run away with me.
Brief: Create your vision of future communications.
Background: When Orange launced in 1994 we set out to simplify things in a world of confusing new technology. Now, in 2007, we can talk to each other by landline, mobile and internet telephones. We have text messaging, email, IM chat and, more recently, the huge rise in popularity of social networking. So, what’s next in the world of communications?
Target audience: All existing and potential customers of Orange.
Creative requirements: Using illustration, create for us your vision of communications in three to five years time. You could create something tangible, relating to products and physical technology. Something that talks about technology. Something emotional that shows how you think people will feel about communications, and the way that they can communicate with those around them.
This one is a bit scary, shades of big brother and robots rebelling. I came up with some ideas of my own
then looked at some websites.
https://www.forbes.com/sites/forbescommunicationscouncil/2018/08/31/seven-communications-trends-professionals-need-to-watch/#fa866cb11c46
https://www.9spokes.com/blog/10-consumer-trends-today-and-three-for-2019-infographic/
https://www.compelo.com/smart-device-trends-2019/
I would pick some trends for their reality and some to provoke thought then assemble them as an infographic, animation, or a cardboard model that has the physical shape of a phone or communication device. The model phone could have its functions in text on the case and maybe some pop ups like the pop up camera shown here. The model could be a risky strategy if the target audience are digital natives but I hope that people still like something tangible to touch.
Client: Sainsbury’s
Brief: Create a piece of design or illustration for a limited edition range of Sainsbury’s shopping
bags.
Requirement: This brief is to create artwork to appear on a new range of bags, based on one of three key themes that are central to Sainsbury’s business:
- Be the best for food and health
- Show respect for our environment
- Source with integrity
Simple bold designs work best. Potato prints or lino style prints might look good. also collage. Need bold colour but must look inviting. Jute bags imply environmentally friendly style but don't always wear well.
Option 1 Fruit and veg is cliched but attractive. Person who looks healthy with fruit and veg/preparing healthy food. People eating around a table looking happy and healthy. Cartoon veg and fruit doing exercise.
Option 2 Show farm/field with crops and grazing animals. Fish or flying birds, bees represent environmental stability. Home grown veg, allotment? Most customers won't have time or skill to grow their own but might aspire to it or be encouraged by an allotment.
Option 3 Show interaction between producer (farmer/baker/butcher etc) and buyer (who is anonymised.) Show happy looking producers at work. Show planting a seed or a seedling with natural protection such as an umbrella or a moat to protect it from too much water.
Reflection
I'm not sure that this is what is required in a rationale. I've done it more as a sort of verbal brainstorming. I found it hard not to draw my ideas as I find drawing is a trigger for new ideas. It did make me focus on what was in the brief so it made me less likely to come up with an idea that didn't fit the brief. The version where I did the rationale in my sketchbook was most helpful because I could write as the ideas flowed and potentially add drawings and doodles as I went along, more like a mind map. Maybe I should make myself pause at the end of this stage to write a more formal rationale to check that my ideas haven't run away with me.
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