Studio brief 01 - Responsive - Collaborative - Monotype - Research

Contextual research - Considering outcome and tone of voice

These different resources for research provided insight into our campaigns outcome and the format/tone of voice which we wanted to create by acknowledging the techniques used in these campaigns. 

Kenco - Coffee vs gangs 



This work is part of the campaign "coffee vs gangs" which aims to bring kids out of gangs and into coffee production. The message of this work is really powerful in using tattoo imagery to illustrate the gang aspect but also combine a meaningful and emotion evoking work using tattoo imagery to bring the narrative to life, the animation used is incredibly effective in how the outcome is presented.

This was a very big piece of inspiration within our group work, we took the consideration the tone and manner in which this was created and considered it within fitting our own brief considerations. We wanted to evoke different narratives within our work. 

                                                                                           

David Beckham and UNICEF

In collaboration with Unicef, this campaign video shows the effects of violence and the impact it has on children. It's effective in how it's presented in that it creates a solemn tone, the music, the animation, the language the visuals are all noteworthy in making this successful, which within our group work is also important to consider.

As well as the detail within the animations, there is also the effective use of lighting, each frame of the video highlights an area of the body making the tattoo that much more immersive, the background is dark which also highlights the animations. The 'tattoos'  combine flawlessly on David's skin. 

The animations being on the body also adds a lot of humanity to the work, they feel a lot more personal and although on an aduly male body feel a lot more vunerable as the canvas for the images being skin adding a feeling of violence and being permanently effected by it. 

Within our own campaign, we want the work to have immersive qualities and the tone of these videos are able to create within various considered facrors, Within our tone of voice we want create understanding through immersive visuals and typography.