designing the proposal

working on the design of the proposal has taken a lot of refinement and playing - here are a few screenshots from during my process:

Cover image

Having a play with some ideas for a cover image I tried these:

I wasn't sure about this so also tried the Barbara Kruger style:

I really liked this but wondered if I needed to try some different colours as this was so clearly a homage of Barbara Kruger and maybe I needed to make it more my own?

However these colours were nowhere near as strong as the red.

Visual generation

I wanted to continue with creating some of my own visuals but wasn't sure what I wanted to try next. I thought back to the Smokefree campaign and used this to try and create some visuals resembling alcohol and its relationship to identity. These didn't turn out quite as I'd hoped tho

So to move on from that I tried another stylistic avenue - that of Barbara Kruger. This really got my creative juices flowing and I enjoyed playing with these ideas. I think this will help my visual direction for my proposal.

Workbook

After presenting the Smirnoff ad at suprcrit I decided to look at it from a semiotic view and found it contained a lot of surprisingly similar elements as water ads.

Following that I decided to re-look at the Absolut style and try creating some of my own versions.

Kalle Lasn / AdBusters

Following up on Karl's idea to re-look into Ad-Busters in a bit more depth and Kalle Lasn (one of the founders) I gathered some interesting research.

I also watched a lecture by Kalle Lasn however he was more focused on designers and our role rather than on advertising and commercialism.

https://vimeo.com/56821945

The points I did take away from it were:

* designers are corporate slaves to their clients
* aesthetic at the moment is quite organic (unclear lines, script type). This is because of the 'green' way of thinking and environmentally/sustainable ideas present in society.

More looking - focus on design tools

I decided I needed to go back to looking at design stuff rather than my topic directly so read David Crow's book: Visible Signs. This was an interesting book and so I went on to look at some more visual things to try and get some inspiration.

When this didn't get my creative juices flowing I decided to look over everything I'd collected and analysed these screenshots, along with the data from my survey:

Survey

To try and help myself get some perspective I put a survey to my peers which consisted of 3 quick simple questions about why they drink and when they drink and any other comments they have on New Zealand's drinking culture. I shared it with young people on social media as this I have done a lot of analysis into this platform already so it made sense to spread it this way and only this way.