I have come up with two alternatives in response to the brief - the reason for which is that I still need to experiment with each of them in order to establish which treatment works most effectively. Both solutions consist of the same narrative; they are just dealt with using different treatments. The principal concept is that the Momiji dolls have built their world - and they are still building it. The viewer is able to witness the construction of this world as the camera pans along.
Treatment One; Looking at the title 'spread the love' I began to think of how this concept could manifest itself visually. I instantly imagined colours as being the 'love' that is being spread. I then went on to experiment with different ways of making paint spread across the page - as it does when the paper is already wet. Through doing several of these experiments, I discovered that it was possible to create the impression of the paint spreading without my hands appearing in the frame.
When applied to the narrative, the buildings, plants etc. in their world will form out of the spreading colour as the camera moves along. The result will be very different from the current graphic illustrations currently on the website. The effect will appeal to the more 'artsy' fans because it will be alternative and appear more creative than ordinary ways of representing products. The imagery produced is also reminiscent of traditional Japanese painting, which will reinforce the dolls oriental impression.
Treatment Two; This idea uses imagery that is produced solely on the computer. Because its overall appearance will be cleaner and more ordered, there will be more room to play with each dolls individual character. The screen will be busy with objects and dolls moving everywhere as they build their world and partake in their favorite activities.
Thinking about the style of the music I will use, after listening to the small animations on the Momiji website, I was reminded of the work of Aphex Twin. Some of the songs I have chosen to look at possess the cute, child-like impression, however, they also have a metallic, clanking, techno-e sound operating in the back ground which gives it the twist Momiji are looking for. I've also been pointed in the direction of a band called 'mum'; these too, have the two very different elements conjoined. As I wont be able to use these pieces directly in my piece because of copy write issues, I will endeavor to find somebody to compose a piece which possess the components I felt to be appropriate in my examples. In both cases, the noises created are evocative of industrial building work - representing the building work of the Momiji dolls world.
Just thinking about the shapes seen in kaleidoscopes and these lens obscurer thingys, I’ve thought different ways I could use these in the packaging. But lets not dwell on the packaging aspect, lets dwell on the identity aspect. dwell
This is just me playing around in photoshop because I couldn’t find a lens thingy in time for the presentation. I’ve used a figure because that was the image in my head but I may move away from using this as it may be too similar to the current illustrations. I want to make it more abstract as well – there might not necessarily be anything recognizable, just snippets. As you can see I’ve applied the logo I was messing around with. The fading out goes well with the image. I’ve added some extra sparkles just to make even more exciting than it already is.
Feedback from the crit: people said the lens effect implied movement. I was surprised to see that nobody else had done the same thing with the logo. I was quite pleased with how my approach to it compared to other peoples. I was quite surprised by people’s reactions on the whole really. I wasn’t confident about this response at all and was amazed I wasn’t laughed out the room! I’m going to carry on along these lines as I’m inspired by the images and shapes and colours and also because I’m excited about creating my own images with a lens!
These are just some rough examples I tried, including the HedKandi logo and clubbing colours.
This is just a random idea thrown in there – thought of when panicking about what to do! It doesn’t follow in the same thought processes as the previous posts; I just thought I’d show it anyway. I wanted to move away from the clutter and busyness that I’d been working with – as had everyone else. I started to think of how and when the new products would be used and I imagined a scene of girls getting ready to go out clubbing. This got me thinking about the clubbing situation becoming a huge event, a natural phenomenon like a volcano that’s about to erupt! This led me on to the phrase “calm before the storm”. The imagery I’ve chosen is designed to contrast with the bright colours and abstract images of other beauty products on offer. Also, it is completely different to the previous HedKandi persona.
Thinking about how the brand should change and what it should change into, I thought about adapting the logo (we discussed in class other companies that have had to change their identity to keep up with changing trends i.e. French Connection – FCUK and Calvin Klein – CK)…….
Just looking at traditional Japanese painting for the fun of it. Because it is fun.
I decided to return to the roots of the brand - the clubbing environment. I looked at photos of events hosted by HedKandi – as do most photos taken in clubs, they all possess the same range of colours - very bright, almost fluorescent.
Olive oil
Green
Blue
Orange from further away
I thought about coming back to the music aspect as this is the area HedKandi began – maybe even including elements of the live music HedKandi sometimes promote.
