Brief: Encourage culturally engaged young people to experience ballet for the first time.
Interpretation of the brief:
- Based on the big human themes: Life, Love, Death, Loss, Passion, Joy, Anger and Humour create a narrative based campaign that relates to everyday life.
- Highlight the beauty of the art form bringing together the world of ballet, world class composers, conductors, dancers, writers, artists, technicians, craftsmen, and administrators. As well as the iconic theatre.
- Answering the questions of why people don't see ballet relates to them.
- What people think now - Old fashioned, tutus, musically dry, formal, not relevant to contemporary life.
- For the wealthy middle England
- Needs an understanding of the language of choreography to understand or enjoy it.
- Just for girls - Men in tights
- What they want to be communicated - Exciting, alive, a thrill to watch.
- A modern and energetic art form deals with human themes draws influences from a wide range of sources - fashion, literature, rock/pop.
- There are no rules
- Considerations - working across print and digital as well as social media.
As I have already carried out some contextual research about the Royal Opera House and young people's preconceptions of ballet, I relayed these findings to all members of the group to keep them up to date. I basically highlighted the fact that my findings were consistent to those defined in the brief, further emphasising the target audience of ALREADY culturally engaged individuals.
Further Discussion
Discussed some potential approaches to the brief considering the fact that we need to change people preconceptions of ballet. Looking at ballet as the contemporary art form that it is, we all thought that a video would help to communicate themes and concerns identified in the brief, which can then be transferred into a consistent campaign through print and screen. I made sure that these concepts weren't set in stone as we are still at an early stage, however so far the group dynamics has been strong.
In order to get to know each others styles and inspiration, we showed each other some examples:
Richard Swarbrick
El Clásico Animation Barcelona vs Real Madrid
- Painted texture is expressive and illustrates the movement of the players successfully
- Evokes the elegance of the game
- Blurred/Abstract forms in the background focus attention on foreground
Tom said that this type of animation isn't as time consuming as other techniques and he identified that the brush strokes were developed using Photoshop. This demonstrates the benefits of having specialist knowledge in the group.
Pixies
Blue Eyed Hex
I contributed this stop motion music video which was uses simple collage, pens and paint to create a raw, expressive music video appropriate for the grunge rock genre.
- Collage was highlighted as a positive medium to use because of it's a simple technique that is flexible and adaptable to different mediums.
We have scheduled another meeting for Thursday and set a task for us all to complete in order to generate a broad range of initial concepts and scenes for our campaign.
Task:
- Produce at least 2 concepts for a scene in the animation communicating a misconception of ballet.
- 2 pieces of work that relates to the type of work that I like
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