GDE740 W5 | Workshop Challenge

November 2, 2019

THE CHALLENGE

Choose one of the four preselected ‘Industry Set’ project briefs that you would like to develop and deliver over the next eight weeks.
Research and discover three creative studios, agencies or practitioners who have created competing projects in a similar field to your chosen brief.
Write a 200 word synopsis for each of the three competing projects, to evaluate their strengths and weaknesses.

I’ve chosen to pursue the Competition Live Brief: Creative Conscience. It really resonated with me from a social justice perspective.

THREE AGENCIES

The DandAD Golden Pencil awards was where I chose to start my research. I felt that in many ways the agencies I’ve identified are competing in 1. the same space: brand recognition through advocacy, 2. the same cause: equality, and lastly, in the same award competition and competition category: the 2019 DandAD Golden Pencil Awards’ “Creativity for Good” | Advertising: Brand category

What each of these agencies and their clients had was success through the strengths of their combined efforts. I’ve summarized exactly how for each below.

“Walking the Talk” Quotient

The challenge was to find a weakness. I had to look beyond the campaigns themselves and to those creating the work and doing the hiring in terms of their inherent commitment to the causes by which brought them together to establish a rating of weakness.

Do these companies (the agencies or the brands they work for) walk the talk? I evaluated this by two markers: 1. Does their website offer any information about their own commitment to diversity and inclusion, and 2. Do they inspire or direct those visiting their site a way to get involved? For each, I’ve denoted this as “More Information” and “Take Action” in the “Weakness” sections under each agency.

Agency One: McCann New York
Client: MGM Resorts
“Universal Love”

The MGM Resorts partnered with McCann New York to rewrite six iconic love songs with six iconic artists to express a commitment to diversity and inclusion for one of the most iconic places in America committed to the commitment of love: Las Vegas, Nevada. Artists including Bob Dylan, St. Vincent, and Kesha rewrote the lyrics to six historically cis-gendered love songs to be performed in a way that emulates inclusivity for all love -- especially the LGBTQ community -- to reimagine wedding songs. The album was also beautifully design with vibrant iconography and symbology.

Strength word: REIMAGINING

This campaign is authentic: real issue, real people, real change. It is approachable and highly accessible given the chosen platform: music. It successfully rewrites a legacy exclusivity to romantic song using iconic mega stars of the music industry: both young and old to break a stigma that love songs are just for the cisgendered. The promotional video for the project used real subjects facing exclusivity to love songs and spoke from their own experiences. Further, the line-up of artists are either members of the LGBTQ community themselves, or notable advocates. What makes it exceptionally successful is the ripple effect it had on the music industry wherein other notable artists like She & Him took up the charge to evaluate lyrics and inclusivity to publish and perform modified songs themselves.

Strength Grade: 5

Weakness:

AGENCY: McCann

I could not find much from McCann on diversity and inclusion on their New York or Global website. Further, I found very few people of color on their New York or Global leadership roster. They do participate and publish various studies stemming from truth, called the “Truth About Research,” many of which touch on the issues within the diversity and inclusion context. If you drilled down far enough you could find ways to get involved or learn more. That said, there was no call to action or way to learn more on the topic of diversity and inclusion at a top-level.

Once you take off your archeology gloves and take a rest from the deep excavation on their site, it’s clear that they are interested in doing great work for important causes. They need to do far better making it clear where they stand as an organization and how visitors to their site can take action on topics they believe in.

Weakness Level: 2.75.

CLIENT: MGM Resorts

It is clear how committed the MGM Resort corporation is to diversity and inclusion. You can easily find to what degree in their ABOUT section on their website with multiple ways to learn more and get involved.

Weakness Level: 0
Weakness Average: 1.375

Overall grade (Strength - Weakness) = 3.625

Agency Two: 180Heartbeats + JUNG v MATT
Client: Ben & Jerry's
“Unbreakable Rainbow”

Agency collaborators, 180Heartbeats + JUNG v MATT, partnered with Ben & Jerry's to design an innovative response to ongoing hate crimes against the LGBTQ community in Warsaw, Poland via the destruction of a rainbow sculpture that had been built and then burned down -- seven times.

Strength word: INNOVATIVE

This campaign is so unbelievably impressive to me. The final piece, an environmental work of art, designed to use water and light to reflect an unbreakable, fireproof, rainbow arch in the same location that the previous sculptures had been built and destroyed. Ben & Jerry's was on the ground to serve non-branded ice cream to onlookers and participants which speaks to their longstanding commitment to social and civic equality in a way that is: memorable, inspiring, and resilient.

Strength Grade: 5

Weakness:

AGENCY: 180heartbeat & JUNG + MATT

I found absolutely no information about diversity and inclusion on 180’s website. They don’t even express the overall culture of their organization in any way, just the work they’ve done and the awards they’ve one. Big missed opportunity here.

Weakness Level: 5

CLIENT: Ben & Jerry's

Ben & Jerry's has been a values-driven advocate for social justice and civil rights since its inception in 1978. They have advocated for LGBTQ equality, racial justice, peace, climate advocacy and much more. They do not hide or shy away from where they stand and are proud enough to name their products after causes that are dear to them and make it really easy to learn more and get involved. It’s a true shame the agency they work with isn’t more transparent or forthright in this area and especially odd given Ben & Jerry’s commitment to social justice across it’s mission and organization. I am guessing their unlikely parent company, Unilever, had a hand in agency selection.

Weakness Level: 0
Weakness Average: 2.5

Overall grade (Strength - Weakness) = 2.5

Agency Three: TBWA/Hakuhodo
Client: AIG Japan
“Pride Jersey”

AIG Japan, a globally recognized leader in insurance, partnered with TBWA/Hakuhodo to take on diversity and inclusion on two really challenging fronts: the culture of Japan, and the global sports industry.

Strength word: BRAVE

TBWA/Hakuhod developed a revolutionary approach to fabric design in which the end result was an innovative black fabric that when stretched revealed all the colors of the rainbow -- the symbol of strength and unity in the LGBTQ community known worldwide. Further they cleverly partnered with one of the most “macho” of sports and teams within that sport, the All Blacks rugby team from New Zealand. Creating a “Diversity is Strength” message across a global industry that has struggled to fully realize true diversity and inclusion that is sports when paired with the socio-cultural legacy that continues to dog inclusivity in Japan, this campaign is bold, brave, creative, clever, and strong - in both end product design, campaign messaging and leveraging heroes in sport as influencers.

Strength Grade: 5

Weakness:

AGENCY: TBWA/Hakuhodo

TBWA’s global site provides a visiter pretty quick entry to their values system and opportunities to learn more about what they believe in as well as ways to get involved. It could be a bit easier to navigate to, but with minimal effort, you can get right to the good stuff.

Weakness Level: .5

CLIENT: AIG Japan

AIG Japan has a robust offering of insights into how the organization (both regionally and globally) values and respects diversity and inclusion. They are members of the Ikuboss Corporate Alliance, an initiative born out of the nonprofit, Fathering Japan that teaches counter cultural approaches to parenting for fathers in Japan as well as supporting women in the workplace and leadership among many others. They do not, however, offer a way to take action on any of their declared causes, which is a missed opportunity.

Weakness Level: 1.5
Weakness Average: 1

Overall grade (Strength - Weakness) = 4 - THE WINNER!

IN SUMMARY

It matters not only who you are, how you represent yourself, but also what you believe in, how you support what you believe in and make that known as well as if not as important who you partner with to make that stand out.

REFERENCE

Design Indaba, (2015) Michael Bierut on how to think like a designer. https://youtu.be/eDXonHctFjM.
Design Indaba, (2013) Marian Bantjes & Jessica Hische on becoming (and staying) successful. https://youtu.be/jmOPjmJgOs4.

GDE740 W4 | Workshop Challenge

October 31, 2019

THE CHALLENGE

Choose one of the four preselected ‘Industry Set’ project briefs that you would like to develop and deliver over the next eight weeks.
Research and discover three creative studios, agencies or practitioners who have created competing projects in a similar field to your chosen brief.
Write a 200 word synopsis for each of the three competing projects, to evaluate their strengths and weaknesses.

I’ve chosen to pursue the Competition Live Brief: Creative Conscience. It really resonated with me from a social justice perspective.

THREE AGENCIES

What each of these agencies and their clients had was success through the strengths of their combined efforts. I’ve summarized exactly how for each below.

“Walking the Talk” Quotient

Agency One: McCann New York
Client: MGM Resorts
“Universal Love”

Strength word: REIMAGINING

Strength Grade: 5

Weakness:

AGENCY: McCann

Weakness Level: 2.75.

CLIENT: MGM Resorts

Weakness Level: 0
Weakness Average: 1.375

Overall grade (Strength - Weakness) = 3.625

Agency Two: 180Heartbeats + JUNG v MATT
Client: Ben & Jerry's
“Unbreakable Rainbow”

Strength word: INNOVATIVE

Strength Grade: 5

Weakness:

AGENCY: 180heartbeat & JUNG + MATT

Weakness Level: 5

CLIENT: Ben & Jerry's

Weakness Level: 0
Weakness Average: 2.5

Overall grade (Strength - Weakness) = 2.5

Agency Three: TBWA/Hakuhodo
Client: AIG Japan
“Pride Jersey”

Strength word: BRAVE

Strength Grade: 5

Weakness:

AGENCY: TBWA/Hakuhodo

Weakness Level: .5

CLIENT: AIG Japan

Weakness Level: 1.5
Weakness Average: 1

Overall grade (Strength - Weakness) = 4 - THE WINNER!

IN SUMMARY

REFERENCE

GDE740 W4 | Lecture Reflection

October 27, 2019

Outcome & Ambition

CREATIVE PRACTITIONERS

This week our creative practitioners were asked:

How have self-initiated projects helped shape your studio identity?
What are the main differences between self-initiated work and collaborative client-led projects?

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Kosmopolis is a five day literature festival that takes place in Barcelona every two years, but also has a program of ongoing events in between. The centre recently worked with Spanish design studio Hey to create a visual identity for its 2017 event. Hey use color to establish a continuity with previous events, but introduces a custom typeface that features characters informed by the digital, handwritten and painted word. This is complimented by a set of icons, and used to link program guide, banners, signage and merchandise.

OFFSHORE

Self-initiated projects are very important to the folks at Offshore. They act as a filter — that they work on and how they are examined. It helps to refine and redefine their vision. Their interests (social causes) intersect with their outlets (photography, illustration, design). And, for Offshore, their creative side projects act as a business card that expresses their vision and skills.

For Offshore: self-initated projects don’t produce the income that client-based work affords. While self-initiated projects come with greater risks, can take longer, and offer no guaranteed outcomes, they also provide Offshore with freedoms and opportunities to explore personal interests and passions.

HEY

Vernonica Fuerte finds that side projects are very important in garnering new clients. They also push them creatively with their ideas, boundaries, and exploratory freedoms. Veronica explains, “It’s your essence, your views — it’s you.”

With self-initiated projects, Hey is free to explore their creativity, there are no hard deadlines and there can provide a bigger return on investment, leading to joy and increased creativity.

FROST COLLECTION

Vince Frost believes that side projects serve as a great form of expression. He also expressed his challenges with self-initiated projects wherein his creator’s or “monkey” mind has the potential to get in the way or sabotage his projects. He prefers to collaborate with others on these projects to help keep him from welcoming in the self-sabotage.

BOMPAS & PARR

Side projects are crucial to the studio — their self-initiated projects put them on the map. They can be far more profitable. They feel that side projects give you more control and glory — and allows you unique ways to craft your brand.

With self-initiated projects, you have both total control and all of the risk. When it works out, you also can benefit from increased creativity, more money, and fame.

WERKFLOW

Werkflow’s self-initated projects helped to create their identity of the studio and through them, found opportunities to collaborate through these projects. The music industry was key entry point for them.

Self-initiated projects brings Werkflow new clients and work. They also tout increased creativity and greater freedoms.

REFERENCE

Falmouth University (2018). Outcome and Ambition | Podcast Videos. Application and Interactions GDE740 19/20 Part-Time Study Block S1 (Falmouth, UK: Falmouth University)

GDE740 W3 | Workshop Challenge

October 14, 2019

Self Initiated Project Production

THE CHALLENGE

This week I was to make and produce my self initiated project idea per the following.

Imagine and make one design response to your self initiated project brief, as outlined on your mood boards. Demonstrate your development. Upload initial ideas and sketches to the Ideas Wall and reflect on them in your blog.
Make prototypes and experiment with design and production techniques to ensure you engage with your target audience. Do not forget to record all tests, even if they fail, and add them to the Ideas Wall.
Design and deliver your final outcome, in line with your original aim and objectives

SYMBOLISM

In order to arrive at a visually compelling and meaningful design, I looked to symbols of female strength, wisdom, creativity, and unity. I wanted to be able to tell a story that aligns with the values of this campaign: women for women and the virtues of joining together to create greater empowerment, collaboration, and community for women in the workplace.

ATHENA

My search for appropriate and meaningful symbolism lead me to Athena, the greek goddess of wisdom, courage, inspiration, civilization, law and justice, strategic warfare, mathematics, strength, strategy, the arts, crafts, and skill.

She is known most specifically for her strategic skill in warfare and is often portrayed as companion of heroes and is the patron goddess of heroic endeavor.

What a better place to start exploring symbols and creative expressions for my enamel pin.

ATHENA’S OWL

Athena kept an owl on her shoulder that revealed truths to her and represented wisdom and knowledge. In some versions of the mythology, the owl was said to illuminate Athena's "blind side," allowing her to see the entire truth. Owls were widely associated with Athena's blessing, and Greek soldiers viewed the sight of owls before a battle as a symbol that the goddess was on their side.

The owl was a symbol for Athena before the Greeks gave their pantheon human forms. In Ancient Greece, the owl was a symbol of a higher wisdom, and it was also a guardian of the Acropolis.

The best-known image of Athene’s owl, the Little Owl, is seen on ancient Athenian coins dating from the fifth century BCE.

MAKING CONNECTIONS

In looking at numerous images of owls and their storied meanings, I began to see some connections. In looking at their anatomy, I could see the letter “w” for Women. Further, the symbolism of the owl — and Athena — also connect to the community and connection aspect of my project.

The term mentor, originated from Homer's story of a king, who entrusted his son's development to Mentor, before he left for war. Athena disguised herself as Mentor to guide the boy. By traditional definition, mentoring is described as an older (and presumed wiser) person who assists a younger one to grow, to take someone "under their wing" to help them to develop personally and professionally. With wings in place, the owl seemed an apt symbol for my project.

INITIAL SKETCHES

I began sketching different approaches to my owl. By self-imposed boundary in my attempt at greatest connection, and compelling story, each iteration needed to leverage the letter “w” in some way. I began with two ancient references and the photos of the owls as my guide.

While I was pleased that I could easily identify ways to incorporate the letter “w” into the owl sketches, I felt that these initial versions were not strong enough to carry the symbolism I’d wanted them to evoke: empowerment, protection, community, and wisdom. I moved the sketches in a more geometric direction to emphasize the strength missing in the previous versions. The line work was to be clean and clear.

I chose the owl on the right as the version to move ahead into final design. It evoked an energy and dynamism for me that aligned to the tone of my project: Inspirational, strong/confident, warm, inviting. I continued to work on the illustration to add in detail that continued to connect the symbol to the project via the letter “w.”

I brought my final sketch into Adobe Illustrator to clean up the line work and add color. I chose a color palette that evokes femininity, warmth, strength, and the various colors of skin that women embody — and was inspired by the ancient Athena owl painted clay sculpture shown previously in the blog.

Each section of the illustration includes a hidden or not-so hidden “w”. Look closely… can you see them?

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The final piece will be a soft enamel pin with copper or rose gold inlay to further express femininity and strength. I see this piece as a true conversation starter and look forward to having it made. I am excited to see where this self-initiated project will take me next.

REFERENCE

Athena, Goddess of Wisdom. (n.d.). Retrieved from http://www.perseus.tufts.edu/Herakles/athena.html.
Eason, C. (2008). Fabulous creatures, mythical monsters, and animal power symbols: a handbook. Westport: London.
Falmouth University (2018). Development | Podcast Videos. Application and Interactions GDE740 19/20 Part-Time Study Block S1 (Falmouth, UK: Falmouth University)
Rolfe, A. (2014). Taking mentoring to the next level in organisations. Training & Development (1839-8561), 41(2), 26–2
Walsh, N. (2015). Greek mythology: gods of ancient Greece and the heroic myths ; discovering Greek history and mythology. San Bernardino, CA.: Moonrun Publishing.

GDE740 W3 | Lecture Reflection

October 7, 2019

Development

CREATIVE PRACTITIONERS

This week our creative practitioners were asked:

What is your development and reflection process?
How has production, risk, failure and your own personal ambition affected the outcome?

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OFFSHORE

In addition to their research, Offshore prefers to get deeply into the details of the work as soon as possible. Try out their ideas via experimentation early on to challenge them to prove that they work (or not). Their collaboration sustains this approach as Isabel gets into the design with few approaches neatly and precisely where as XX comes at their projects by trying many things. They then apply that synchronization across the unique phases of the project. They also purposefully add in moments of pause to step away from projects in order to return to them with greater clarity and potential opportunity for seeing new things or seeing things differently. Trial and error is a welcome albeit intense aspect of their work.

They prioritize creating a creative space that allows for a lot of experimentation, risks, failure, testing, implementation, and reflection. They also try to learn something new on any self-initiated projects whether it’s software, ways of thinking, formats, production processes. These desires also have to overlap with the limitations of client-based work, but believe that initiated projects afford more freedom. They acknowledge that could also run the risk of not moving forward at all if too many directions or explorations are afforded. They believe that the more you try (and fail), the better your work gets. They are self-admitted control freaks which has known impact on a given project — especially knowing that you simply cannot control everything.

HEY

Vernonica Fuerte and her team spend a lot of time identifying the root simplicity for a given project, and then begins to iterate when the chosen direction has been selected.

They opened up an online and physical shop to showcase their self-initiated work.

FROST COLLECTION

Vince Frost IS the client on self-initiated projects. He reflects on the project a lot, prints out his ideas and designs, places them on the wall and visits and revisits, iterates and tweaks until he feels he’s got it just right.

“Failure is not great.” Funding has had big impact on the success (or lack thereof) of a given project. Self-initiated projects take a lot of time, but also blitz them or shelf them when other priorities take hold. Self doubt has also had an impact on his work. He finds it difficult to work on self-initiated projects where he works on the brief.

BOMPAS & PARR

Sam doesn’t necessary feel they have time to reflect on projects. He sees his role as more of “connecting things” for the projects they work on. He spends a lot of time absorbing information: events, reading, watching films, across cultures and media. Then attempts to distill those ideas that have collided in his brain overnight into something.

Many of their projects are foolhardy and insane. That insanity has had some tough impact on their team. They are also exciting and beyond memorable. These projects are the ones you reflect on with the most pride and joy.

WERKFLOW

Development can happen at a very fast pace with quick turnarounds for their client work. They use real-time rendering to be able to see development efficiently and effectively to keep pace with the tight deadlines. The game creation thus far has been very iterative. It includes large project phases and milestones. Through outside workshop and focus groups, it has helped to drive further rounds of the projects. Looking at expanding the aesthetics and visual elements and reflecting upon how the costs would be impacted. They debrief each phase the project to reflect how it went. They document this process for future reflection.

Budget has had significant impact on their development phase of their project. They have an ambitious script which means they need to keep a keen balance of their commercial projects and Sovereign. The commercial work undergirds their freedom to work on the self-initiated work. They take advantage of free tools to keep their budget and timeline on track.

REFERENCE

Falmouth University (2018). Development | Podcast Videos. Application and Interactions GDE740 19/20 Part-Time Study Block S1 (Falmouth, UK: Falmouth University)