MOMIJI - First Proposed Treatment

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.

MOMIJI - video experiments cont.

Moving on from simply putting the ink randomly onto the page, I’m looking at how the ink can be sort of moulded into the shapes I want. I thought I could do this by laying down water in the shapes of where I wanted the ink to go. When the ink is added to the water, it will spread out creating the shape. It’s proving quite hard at the moment to not make it look crappy.

Kate showed me this video that proves that it can be done and actually look good so that’s encouraging.

MOMIJI - film experiments (more to come)

These are some experiments I did with how ink spreads onto wet paper. I need to see how I’m going to film the ink spreading without my hands getting in the shot to create the illusion of the paint spreading by itself. I also played about with splatting ink into water. Not sure how useful this was but it was fun!

MOMIJI - initial research

I was instantly reminded of this video by one dot zero. I like the blending and contrasting of sharp lines and shapes with the fading colours.

Some stills from videos currently on the Momiji website. Despite what people say I don’t think they’re all that bad although the music is AWFUL and makes me want to shoot all the little Momiji dolls.

Just looking at traditional Japanese painting for the fun of it. Because it is fun.

HEDKANDI - Initail treatment ideas

My idea fosters its roots in the clubbing environment. The package will be predominantly black, the main box being made out of a durable material such as card, and then covered in black cloth (as used in book binding). These materials will give an authoritative impression as well as feeling expensive in your hands. They will also make the product feel heavy which will add to the luxurious quality. On two sides of the box, there will be imagery based on the LED screens that are often positioned behind the DJ; comprising of the typical bright, almost fluorescent colours you find in nightclubs. There are two possible ways this could be done

The first is by de-bossing into the black cloth, the small rectangular shapes which constitute the LED screen. In these shapes, the colour will be printed on using gloss paint, contrasting with the texture of the cloth.

The second choice is having a sleeve design, in which the black clothed section is separate from the inside and can slide off. The LED holes are punched through to reveal the coloured imagery underneath.

In both instances, the logo will appear as a solid object - not punched through with the rest of the holes.

HEDKANDI - Clubbing Colours

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.

I then started to look at the LED screens that are normally behind the DJ.

HEDKANDI - Experiments

The room was completely dark; all there was to be seen was the occasional flash of coloured light from the corner. Shopping bags, olive oil and ink were being used to obscure the flares.

Olive oil

Green

No flash

Blue

Orange

Orange from further away