COLLABORATIVE - Competition Submission

COLLABORATIVE - Project File

Early sheets documenting initial action plans and our thoughts towards the concept of this brief. The rest of the concept development can be found within the rest of this blog - as it changes and develops with our ideas.

COLLABORATIVE - Project Submission

COLLABORATIVE - Resolution

COLLABORATIVE - Concept change

So after many a discussion, over many a long night, we managed to come up with a far stronger concept.
The things up for debate were as follows:

• The Ofcom guidelines - 
• Why were they mentioned in the brief in the first place?
• Are they there to be tested?
• How can we push this as far as the boundaries will let us?
• Sell imagination as an illegal activity/substance?
• Sell imagination as something that is bad for you 
• Sell imagination as something more important than other daily activities, i.e brushing teeth
• Imagination as part of your 5 a day - RDA of imagination.
• What is it about a teenage lifestyle that a 9 year old aspires to?

The concept changed from 'Imagination in mundane situations', to

'Imagination is an addiction, feed the addiction'

This concept allows us a lot more scope for ideas, more so than our last, which would've lead us down a very straight path to a shite, generic resolution. I also like the potential for breaking the rules here, I think the further we push this the better our chances of winning will be, or at least the more attention we'll get during the marking process. Which surely isn't a bad thing. Obviously some of our thoughts here are a little extreme, but I always think it's best to get everything out at the beginning, then rein it in a bit.

COLLABORATIVE - Crit 1

The first crit of the project was a little unorganised on our part - we hadn't prepared for a presentation style crit, and so didn't get as much as we could have from it. This aside, there were plenty of issues raised, and the whole presentation dissolved into a bit of a debate by the end.

Issues

• How can we visualise an imagination
• It's not imaginative enough
• Confusion regarding the imaginative world of the child, and the real world in which he exists
• How is this making the child 'do something with his imagination'?
• Current visuals are too childish for the mature sense of humor of a 9 year old.

But most importantly, what we later realised is...

No one likes being told what to do, especially a child of 9 

We needed a dramatically different approach to this brief, the concept wasn't what we thought is was - and without a strong foundation to build upon, the rest of the project just isn't going cut it.

Back to the drawing board.

COLLABORATIVE - The Brief

Encourage kids through an on-air campaign to realise the power of their imagination and do something amazing with it.

After a long day of trawling through the YCN briefs, Will and I decided upon the Cartoon Network brief. 

We decided this for many reasons, but mainly because it has the most scope for a piece of motion graphics - and a greater understanding of this practice is what we both want to get out of this collaboration. We also though it was quite an interesting subject matter and target audience, and could potentially be a lot of fun - which is obviously a consideration when working together on a project.

Here you can see some of the areas of interest as highlighted on the original brief. This was quickly redefined and focussed to suit our own ideas of what Cartoon Network actually wanted from their cryptic puzzle of a brief.

This is the brief as we currently see it.

The main concern for both of us here was to develop a strong concept that still allowed for plenty of development. We spent the remainder of the evening and a great deal of the first week visualising the ideas we had around this concept, and as the week went on our faith in the concept began to get a little shakey. The ideas became an issue of trying to visualise an imagination, which is of course quite a challenge - and can always be accused of not being imaginative enough.


These are some of the ideas generated around the concept -

'imagination in mundane situations'

Everyday objects come to life...

We both liked the idea of a character with a personality to represent the child's imaginative side. The monster below stems from the above story board, and forms the basis for the next tangent of ideas.

I thought it was important to show that this animation was a make believe series of events, having the monster literally come out from the child's head was a nice was of making this clear.