After finally deciding on a brief, I wanted to look at the brief itself and ensure that I could understand it completely and also state why I actually wanted to look at it in the end so that I could see how it would relate to my practice and how I want to develop in University. Below is the brief that we received from the D&AD website.
Background
It’s not breaking news. The creative industries are competitive. You need to stand out and make your mark. Understanding what sets you apart from the next hungry young creative is key. You’re not alone. Brands and organisations have had to adapt and change to ensure that they stand out in a crowded and much scrutinised marketplace. A seismic shift in the desire for truth and authenticity by consumers has seen many more brands investigate their purpose and express it in order to captivate a loyal following. D&AD’s industry network repeatedly tell us that good companies hire an commission good people. This is your chance to showcase your truth. The 21st Century belongs to the modern-day storyteller.
Creative Challenge
Share your own personal story. But don’t tell us what you think we want to hear. Explain who you are, your values, your identity, your purpose… your truth.
This is telling, not selling:
1. Know who you are.
2. Communicate it You should use this opportunity to showcase your creative talent in the execution of your story.
Once you know what you want to say, impress us with how you say, show and present it. We understand that your story is a work in progress, it’s still being written. We’re interested in your journey to date, a suggestion of what’s to come. Get people excited about your “To be continued…”.
Considerations
- Write words, take pictures, shoot film or code - the medium’s up to you.
- This isn’t a CV, it’s a statement of your creative self.
- Don’t be cool. Be genuine and sincere.
- Your story might be about more than one person – maybe you’re in a team or collective – we still want to hear it.
- You might want to consider defining your behaviours and characteristics in order to help build a clear depiction of yourself.
Target Audience
Your story should remain the same regardless of audience. However the way in which you present it should engage those who you want to hear it most – your potential employers and / or commissioners.
Mandatories
- Your idea must be reflective of your skills and portfolio.
- Your response should make people want to find out more – include a link to your online portfolio in your execution.
Deliverable's
Judges will see your main deliverable(s) first, and will then view any supporting material if they wish. You must refer to the ‘Preparing Your Entries’ document included in your brief pack for full format specs and submission guidance. Work in formats other than those outlined will not be accepted. Main deliverables (mandatory) Present your solution using either a video (MPEG or MOV, max. 2 mins) or up to eight images (JPEG only). You must also submit a link to your online portfolio when you enter online (you won’t be judged on the content of your portfolio but this will help the jury to see your response in context). Supporting material (optional) This could include executions or mock-ups of your solution, or show your process and the development of your idea. You can submit the following as supporting material: interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); additional text (PDF, max. 1 A4 page). If your main deliverable is video, you can also submit up to four images (JPEG only). If your main deliverable is images, you can also submit video (MPEG or MOV, max. 1 min).
Deconstructing the Brief
Overall the brief looks very interesting and we can definitely get stuck into it very quickly. Going through each section of the brief I can get a better understanding of what it is that we are meant to be doing. So the idea, which is obviously the main part to understanding the brief. To begin this process we will start by creating a mind map for the group to be able to generate a number of different ideas that relate to us as individual people and how we can tell our own stories. The brief states that we need to tell a story and it has to be a story that is special to us, and one that we wouldn't normally want to tell to someone, something that means a lot. The brief is about being creative, but genuine and sincere at the same time, something that could be hard to balance but proves and exciting challenge. During the project we will also have to think about how we can make what we are creating, which will probably end up being a film, relate to a certain target audience. This means that we will have to pick our topic carefully, thinking about how it going to suitable as well after. The brief is definitely going to be challenging but with effort a brilliant and interesting film, or set of images, can be produced at the end using all of the skills that we as a group have adopted throughout the first year of university.
Background
It’s not breaking news. The creative industries are competitive. You need to stand out and make your mark. Understanding what sets you apart from the next hungry young creative is key. You’re not alone. Brands and organisations have had to adapt and change to ensure that they stand out in a crowded and much scrutinised marketplace. A seismic shift in the desire for truth and authenticity by consumers has seen many more brands investigate their purpose and express it in order to captivate a loyal following. D&AD’s industry network repeatedly tell us that good companies hire an commission good people. This is your chance to showcase your truth. The 21st Century belongs to the modern-day storyteller.
Creative Challenge
Share your own personal story. But don’t tell us what you think we want to hear. Explain who you are, your values, your identity, your purpose… your truth.
This is telling, not selling:
1. Know who you are.
2. Communicate it You should use this opportunity to showcase your creative talent in the execution of your story.
Once you know what you want to say, impress us with how you say, show and present it. We understand that your story is a work in progress, it’s still being written. We’re interested in your journey to date, a suggestion of what’s to come. Get people excited about your “To be continued…”.
Considerations
- Write words, take pictures, shoot film or code - the medium’s up to you.
- This isn’t a CV, it’s a statement of your creative self.
- Don’t be cool. Be genuine and sincere.
- Your story might be about more than one person – maybe you’re in a team or collective – we still want to hear it.
- You might want to consider defining your behaviours and characteristics in order to help build a clear depiction of yourself.
Target Audience
Your story should remain the same regardless of audience. However the way in which you present it should engage those who you want to hear it most – your potential employers and / or commissioners.
Mandatories
- Your idea must be reflective of your skills and portfolio.
- Your response should make people want to find out more – include a link to your online portfolio in your execution.
Deliverable's
Judges will see your main deliverable(s) first, and will then view any supporting material if they wish. You must refer to the ‘Preparing Your Entries’ document included in your brief pack for full format specs and submission guidance. Work in formats other than those outlined will not be accepted. Main deliverables (mandatory) Present your solution using either a video (MPEG or MOV, max. 2 mins) or up to eight images (JPEG only). You must also submit a link to your online portfolio when you enter online (you won’t be judged on the content of your portfolio but this will help the jury to see your response in context). Supporting material (optional) This could include executions or mock-ups of your solution, or show your process and the development of your idea. You can submit the following as supporting material: interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); additional text (PDF, max. 1 A4 page). If your main deliverable is video, you can also submit up to four images (JPEG only). If your main deliverable is images, you can also submit video (MPEG or MOV, max. 1 min).
Deconstructing the Brief
Overall the brief looks very interesting and we can definitely get stuck into it very quickly. Going through each section of the brief I can get a better understanding of what it is that we are meant to be doing. So the idea, which is obviously the main part to understanding the brief. To begin this process we will start by creating a mind map for the group to be able to generate a number of different ideas that relate to us as individual people and how we can tell our own stories. The brief states that we need to tell a story and it has to be a story that is special to us, and one that we wouldn't normally want to tell to someone, something that means a lot. The brief is about being creative, but genuine and sincere at the same time, something that could be hard to balance but proves and exciting challenge. During the project we will also have to think about how we can make what we are creating, which will probably end up being a film, relate to a certain target audience. This means that we will have to pick our topic carefully, thinking about how it going to suitable as well after. The brief is definitely going to be challenging but with effort a brilliant and interesting film, or set of images, can be produced at the end using all of the skills that we as a group have adopted throughout the first year of university.
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