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.
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.
What does the client want? A snappy 20 second piece of film. Something that they hadn't thought of produced by someone who is close in age/culture/outlook to their target audience. It will need to reference more than one of the shows disciplines and focus on feeding back to the viewer a view of themselves that they aspire to.
How will they judge a successful outcome? Initially they want to be surprised. They will also reference viewing figures when the show is aired and would hope for these to increase. They would be happy if the opening credit attracts positive attention in the press or social media
Do I need more information? What is the ratio of disciplines? It's no good featuring fashion, TV and architecture if they don't get shown very often and viewers are more interested in art, music and film. What is the written content of the title sequence? Title, presenters, subjects in this episode? Am I responsible for this or do they want me to leave space for a graphic designer to add it later. If I am to include text are there any restrictions on fonts or colour?
Is this brief open or closed? I think that this brief is quite open at the start but that the producers will have a strong idea of what they don't want.
Scenario 2
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.
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.
What does the client want? I'm tempted to say a crystal ball but that's just being silly... It does seem like an odd brief for an illustration but I guess that they are looking for random new ideas to work on. They are looking to get an edge on their competitors, to be different and to stand out. Alternatively they want their customers to see their products in a different way or use them in a way that they hadn't considered.
How will they judge a successful outcome? Something that they haven't thought of that they can develop to stand out and be different from their competitors.
Do I need more information? No I don't think so, they are expecting me to come up with something novel and don't want to put any constraints on my imagination.
Is this brief open or closed? Very open
Scenario 3
Client: Sainsbury’sBrief: 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:
Mandatories: The bag dimensions are 390mm high and 450mm wide. So your artwork should fit within such a canvas. There are no colour limitations at all. Sainsbury’s branding will be applied to the side gussets, so your design will dominate both main faces of the bag.
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
Mandatories: The bag dimensions are 390mm high and 450mm wide. So your artwork should fit within such a canvas. There are no colour limitations at all. Sainsbury’s branding will be applied to the side gussets, so your design will dominate both main faces of the bag.
What does the client want? An illustration that is eye catching and attractive to their consumers. Ideally something that they like enough to use when they aren't shopping at Sainsbury's so that they are advertising to others who might not usually go into the store.
How will they judge a successful outcome? Good sales of the bag, ideally being discussed or noted elsewhere ( like Anya Hindmarch's I'm not a plastic bag)
Do I need more information? No the brief is very clear
Is this brief open or closed? Fairly closed.
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