Comm Tech

The Evaluation.

Communication Technology

Technology does not really inspire me nor does it drive me.

I found it difficult to find motivation for the brief.

The project grew from this quote,

” Intelligence of the heart…..I think empathy, curorisity and intuition are an art directors greatest gift. I am not impressed when someone tells me how good they are at photoshop, or some new fangled software. Those are technicians tools. An art directors tools are ideas. Technology will keep luring us with fancy new inventions and dulling our imaginations. I am interested in what makes people tick; What excites them, what moves them and what their dreams and ambitions are”

It was this notion of  finding the idea that inspired me.  Concepts drive my work.

A tool or a technician is needed to articulate an idea.

I felt it best to address software skills or more matter of fact, the lack.  I knew basic adobe design skills., but I worked with the aim to become professionally proficient.  I watched tutorials. Spoke with technicians and experiemented, a little. I had skills. But I wanted to apply them with purpose.

As an aspiring Art Director, I looked at how concepts are generated. I was  moved by the hand drawn concepts that Advertising pairs first worked with. Anyone can make something look nice with the right font, a mac and some time. But ideas are hard to find. Technology challenged and restricts are how these ideas are delivered.  But one still needs a concept whether the outcome is web based or print based.

Researching further into how Advertising pairs work, I was soon to realize that it was not the art director at all who generates the idea, it was the copy writer with the ideas and the art directors, directs the art .  With the notion of being the copy writer, I searched for a pair, Ollie Frend, already with an idea to execute, The advertsing tutor wouldn’t let me take one of his students. I was stumped.

Unable to execute an idea fully, I set about on some serious research I just sat down with some books on Copy writing, read up on some stratetrgies and applied them to some (now) illegible concept sketches. I executed some copy lines for the economist, as a means to an end.

“Great minds like a think” The economist.

I researched the process, but I was frustrated that by making up only one half of the pair I was unable to complete the project fully. I  found it difficult to come up with ideas working alone, struggling having no one to bounce ideas from.  Lack of community within the course, as each student takes such unique directions creates a void for such closeness, as found within an advertising pair.

As for, “Where Do I Fit as a visual communicator?” I still see myself as largely ideas led and wanting to work within a team. I am interested in advertising, but I am aware that it is such a huge filed to explore and I have not even scratched the surface of it.  But it’s essential to understand a little of how the industry works, if working in a business, company of any size or type.  Having spoken with an ex-Ogvily employee, and plans to speak with an ex copy writer at Saatchi, I think is an area I would like to explore much further. However, I need a pair a pair to work with.

*The ethics of advertising causes great contversory, I avoided going down a road well trodden, this would have been a whole other project.

“Print is to advertising, what Life drawing is to fine art”

So I did a bit of drawing, a bit of illustrations and copied some type page layouts.. Just to keep me busy.

“Great Minds Like a Think” The Econimist

The Economists slogan campaign. Timeless format re written with change in economic climate. I had a shot at some Copy writing.

Make sure you take a great brief

” Every brief has three essential elements; a profile of your target audience; clarification of your core message that is to be communicated; and a good reason why the target audience should be interested- what benefit does it give them? “

*Copywriting; Successful writing for design, advertising and marketing.