So the first 5 or so images are sort of initial response brainstorms for the brief, we created a list of key points from the brief and generated a few quick thoughts on each one, in hopes that it would clarify the brief for us. So the key ponts were : it's a shop window, it has to be scaleable, it has to avoid looking traditionally autumnal and it has to be irreverently british.
this brainstorm on British humour is Vickie's work and I think it's a really strong way of getting anything and everything about Britishness down, whilst I approached it with a few posts on my context blog she literally documented everything she could think of.
At this point we had done a little more research, looked at some of Jean Jullien's work and stumbled upon the idea of hunting, which actually turned out to be a pretty great idea for a concept. Below is a very quick and messy jotting of ideas, I think we've moved o from the idea of hunting for clothes, though we might try it out again if we're struggling for impact with other ideas, however the list of qaulities we want in our work is quite significant.
This is a quick mapping of what we need for our concept and our outcomes, we've decided that the best way to do it is 3 concept boards and either a scale model or a lot of detailed and high quality photos of a model.
After the crit last week and some subsequent research, we began to worry about looking at hunting as a concept, Graham suggested that it would be good to push it and make it controversial, however, Vickie and I find it very difficult to approach the subject in this manner, so we began looking at alternative concepts. We really liked the saying in the image below and thought that we could perhaps generate some visuals in response to this.
Below are a series of visual responses to this quote done in a very paper crafty and high-touch way. I think after a while we realised that it wasn't going to fit the brief, that building a concept around a quote might make some interesting visuals, but ultimately it wouldn't necessarily be 'irreverently british' or humourous in any way.
So we came bac to the hunting idea, here is a mood board of visuals and colours we were thinking about at the time, however, I think we need to think more in terms of narrative because the research we've done on Ted Baker so far suggests that they create dioramas that tell a story.
here's another that deals with potential colour schemes we might like to look at. I think we perhaps jumped the gun, we need to develop a clear narrative or a few narratives at this stage before we can start developing an appropriate visual response to them.
Below is a summary of our two potential concepts and a few ideas around it. I think this was good at getting a little clarity and really establishing that hunting was the way forward. There's a few ideas there that I think would create a witty and inviting punch-line out of quite a controversial subject.
Below is a quick diagram of a shop window, it just sort of establishes something we've been thinking about in terms of the need to make the shop window viewable, readable as a narrative and engaging from several different viewpoints because a shop window isn't always going to be viewed by the audience straight on, they're shoppers and they're going to be walking past, it needs to attract and grab attention from the angle as they approach the shop from either side in order to really draw attention.
In respons to this, we made some very quick 3-dimensional animals and visuals that give an insight in terms of the aesthetics we would like to explore as well as the ability to view the idea from several different angles, i think increasingly we need to start putting our ideas into very quick 3D visuals to play with layout and such at an early stage. This will allow us to see if an idea is or isn't going to work earlier, hopefully avoiding wasted time.
Next post, the feedback we've got.
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