Above are the main elements with discussed with the class for each judo throws. I was not really sure about which one I would rather work on because none of them are link to my usual interest. At the start I thought this project is an opportunity to create a campaign about the Social Psychology of Dress (which is a topic I have always been interested on). But after trying to pitch my idea to the class, I realised it was hard as the topic englobes everyone and therefore there is no particular audience.
I took time to reconsider what the project was really about. Trying to establish a diagram representing the audience, realised that the project took a really black and white look at the situation : even during the class discussion many guys said that they feel as responsible as girls in term of birth control. Moreover it is hard to work with such different judo throws : Boys should be more responsible for birth control whilst grandparents have no duty to fulfil in terms of gaming ! So the matter is not to make football a girl thing or gaming a grand-parent thing, it's more about doing what you feel like doing/ have to do.
It is about appropriation, and to appropriate something we need to understand it : about making those things that you might not usually do, your thing. Specially in a world where conventions are getting more and more shuffling around : we have gender neutral toilet at CSM, no one need to be a boy or a girl anymore if you want you can be both so it doesn't make sense that people still feel like they should stick to 'football for boy' and 'dolls for girls'.
I came up with the idea of a system we could use and re-use for any topic : show what the situation is like today, show the argument about why it should change and a final with the tag line and the image of two hand reach the same symbolic object in the same way as many Creation of Adam replica have been made with different objects.
One major problem that occur to me is : doesn't this image stereotypes so perfectly the hand of a man and the hand a woman? It is so against what we are trying to achieve but the problem is stereotypes in image making for advertising are so hard to avoid : we always wonder are they going to see that it's a girl's hand? Should we paint her nails to make the difference?
For the identity, we had a bit of a hard time. Choosing a font was tricky since we needed something that everyone could relate to. After a quick talk with Catherine Dixon she gave us few interesting ideas to consider
- we need to think about hierarchy, what is the most important world ? Is it MAKE it your thing, make it your THING or make it YOUR thing. At this point it was pretty obvious which one was the one we needed.
- in terms of type, maybe we don't actually set ourselves on only one typeface, but just change it in function of the audience, a bitt like the food chain Byron does.
So we decided to joint both idea : changing the typography of the world 'your' would create an accent on it and reflect the different kinds of 'you' that exist out there
Watching videos online, I tried to see how similar videos to what we want to create unfold : They usually have a really linear clear narrative. They all support their point by giving facts, argument and data. Below you can see how I started trying to write a script for the Birth Control video.
Since I really wanted to create moving image but I hate recording video and sound, I thought about creating a video using GIFs. Making the video below actually helped me load with write the copy for key frames (on white background) that can be used as a frame for any other Make it your Thing video and the topic frames (on green background) which give facts and data related to the topic. I think the outcome can work really well on social media. I haven't added any sound yet because I feel like people scroll on their Facebook Feed and watch videos without even opening them (which mean they play on mute). But looking back at it I think some sort of sounds could have helped the rhythm and the building up of the video.
Since we had a hard time trying to put a world on what we wanted to communicate, I decided to write a business plan along the project to help us defining our selves.
Below is the last update one which includes on page 4 the copy for the 'About' page on our website.
Below is the final presentation we showed during the crit.
Feedbacks have been really positive with the fact that we shifted from the original brief. People appreciated that the final idea is open to constant development. Maggie suggested that more work needed to be done on the typography for instance but it was a really great overall concept.
We are now long time after the project but I just found the website below through Peter Hall and I thought their manifesto was really clear and has a similar sense to what we want to achieve. (expect their are centred on design)