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The Brief was to analyse the four ends of the quadrangle i.e Content, Context/Target Audience, Mode of engagement and Format. It was an open brief whose start point was a word, mine “Transformer�. This PDF outlines the various thinking methodologies and experimentation that I have used to arrive at my format, which is an animated ad for an I Pad App.

FMP Yr 02


Context:Change/Morph

Target Audience: Artists to help build communities

Format: Smartphone App

Mode of Engagement: Participate

FMP Yr 02


Research & Analysis

A range of people took up the survey housewives,ITprofessio nals,Scientists, Young adults and Designers alike.

FMP Yr 02


Research & Analysis

The Word. The word I choose was transformer, it might sound like a bit of a clichÊ’ but I choose it since it resonated with my state, reflecting my transformation after two years in art school. The ability of things animate or inanimate to transform itself or the environment its in was attractive and intriguing.

Transformer

  [v. trans-fawrm; n. trans-fawrm] verb (used with object) to change in form, appearance, or structure; metamorphose. to change in condition, nature, or character; convert. to change into another substance; transmute.

FEM technology to visualize the transforming magnetic rays A more philosophical approach to transformation, this is an installation by Mann ven de Berg, indicating the continuously transforming human soul with respect to the societal changes <click to see video>

FMP Yr 02


Research & Analysis

Name/Place/Animal Thing + Transformer =

As part of my initial research I used an n ideation process where in one has to visualize a person, place, animal or thing with respect to a given word.

Isaco Blanco’s Photography: Where the 2d space gets ‘transformed ‘ into 3D

Time is the greatest transforming unit Morpheus, the Greek God of Dreams also known as “Shape Shifter”

Anne Linderberg’s installation,where hues of threads transform a space

Larval stage of caterpillar

Molypod showing the continuously transforming chemical bonds between elements FMP Yr 02


Experimentation

Workshop Ephemeral Factory Of Unrealised Projects

Sophie Demayâ&#x20AC;&#x2122;s content-based workshop was one of the best workshops this semester. It included generating ideas on the go, not giving us time to research. We had to put image and text together and generate ideas given constraints of

format and audiences This worked brilliantly as I realised that the brain works better when the clockâ&#x20AC;&#x2122;s ticking. Its surprisingly amazing how our brain functions under pressure, connecting disjointed objects/situations to derive at a unseen solutions.

FMP Yr 02


Experimentation

Image

“ The one’s who made a difference, but stood indifferent”

text The only thing CONSTANT is CHANGE

Constant Paralysis

Lyrics from Mrs.Cold by Kings of Inconvenience

Context/Target Audience Ipad

Double-Sided poster for Hackney Council

Installation for the Artist Community

Concept Sketches

FMP Yr 02


Experimentation

Workshop Creating a persona

This session on target audiences grudgingly forced me to look at how important it is to consider and analyse this arm of the quadrangle. I took the VALS survey and was quiet amazed at the rage of questions, which ranged from financial status to philosophical belief.

This led me to create a mood board to help me define my â&#x20AC;&#x153;artistâ&#x20AC;? community I was making as I could now clearly include or exclude a certain type of imagery or typography.

FMP Yr 02


Research & Analysis

Maps created for artists by artists

Things carried by an artist

MOOD BOARD

Street art

A mood board covering the likes of my target audience, who are artists not afraid of technology and love expressing themselves

Forms of Expression

FMP Yr 02


I knew interactivity was part of my project but my work was shifting towards a digital output. I wanted to bridge the gap between tangible and intangible. Aurasma allowed me to do just that. I designed a few interactions to test it, but was not too happy with the results

Research & Analysis

Aurasma Wonderland

FMP Yr 02


Research & Analysis

App-Development In the prcoess of writing an essay for my VCT,I cam across the talk by Alex Payne in Stanford University called , “Interaction Design for API’s”

-Which was basically a study on user interface development, Which was relevant as it spoke of various ways in which a person interacted with a device.

FMP Yr 02


Research & Experimentation

Out & About Interactive Graffiti Wall by Dragon Den housed in Altro Studio

Altro studio had hosted the Grafitti wall as part of their Clerkenwell Design festival I went to test it out and thoroughly enjoyed it. I also realised that my app could become a reality if I found a coder who could code it.

The final â&#x20AC;&#x153;art workâ&#x20AC;? was printed on coffee mugs and handed out.Nice.

FMP Yr 02


Research & Analysis

Out & About Street Art London tour

I also went on a tour of London street art led by the team at Street art London. It was an informative tour covering street art of various genres and styles. It gave me an insight on what is termed as ‘art ‘and how artists ‘tagged’ their art work and it also made me aware of the need to express that people have,

FMP Yr 02


I decided Iâ&#x20AC;&#x2122;d make an ad for the app.So I looked up a few popular ad. Some of the best ones were short yet instructional like the Rebirth for ipad and usually had a famous person starring in it like the Washington Post which had aslew of famous

Subject Knowledge

Ads for ipad app

FMP Yr 02


Subject Knowledge

Ads for ipad app There are a few things I learnt from watching these ads: >They are all almost within 2 mins >Instructional >Have a celebrity starring in them for good measure (who could I hire?) >Black text against a white background >Omnipresent ipad in the screen, 90% of times atleast >Highlight their best features only

FMP Yr 02


Experimentation

>Galavanting on the street Phone buzzes >Msg reads -Your few yards away from Banksy -going anywhere- graffiti >Directs you to the art work around the corner Storyboard Around the Corner

navigational â&#x20AC;&#x2DC;art mapâ&#x20AC;&#x2122; pf London.

I started out to design an app which would inform tourists/ people interested in finding street art/exhibitions in London. One could be in transit and receive live feeds, depending on their proximity to an event.

I tried to make an an app based on the Aurasmaaugumeted reality app.But that required coding skills. I also realised I needed to narrow down on the target audience because the scope for my app was too vast.

FMP Yr 02


Experimentation

Storyboard Virtual Doodler

A â&#x20AC;&#x2DC;virtual doodler which allows artists to doodle around London,leaving a virtual trail of art work,which is visible by the use of the app.

FMP Yr 02


Experimentation

Stop Motion Animation Virtual Studio

I made a mock up of the iPad and tried to design the interface and animate it using i Stop

The Virtual studio is a space to create work and publish them virtually on the app. Like â&#x20AC;&#x153;Around the Cornerâ&#x20AC;? It would notify people when they were in the vicinity of the art work and they would have to look through the iphone/ipad to actually see the work.

FMP Yr 02


FMP Yr 02

Technical Competance


Technical Competance

Storyboard Virtual Studio

Before starting out to design my ad I made a scene to scene shot of the script. This proved very helpful and made me understand the importance of preproduction. FMP Yr 02


FMP Yr 02

Technical Competance


Technical Competance

Technical Competance Photoshop and Illustrator

Most of my work involved vectorising the hand drawn illuatrations and texturising them in Photoshop.Which has now got me thoroughed in most of the keyboard shortcuts.

FMP Yr 02


Technical Competance

Technical Competance Flash

My initial idea was was to make a stop motion animatin with my illustratinos. and paper cutouts. But as the texture was unachievable in the physical handouts,I tried my hand at the Animation software Flash.

I collabrated with Shyam Vyda,an animator and made a 2 minute animated ad for Visual Studio

FMP Yr 02


I have attached the movie separately as Virtual Studio. mov

Communication & Presentation

Screen Shots Virtual Studio

FMP Yr 02


FMP Yr 02

Communication & Presentation


Target Audience: Younger Artists in the age group 16-35 years, who are comfortable using digital software to make their art work Ones who are looking for alternative media to express themselves

Content: Change a space virtually hence transforming it

Format: Smartphone App In a survey of mobile phone users it was seen that 85% of the population in London use smartphones. The Ipod users ranking the highest and it seems like an essential utilitarian item in every other designers pocket.

Mode of Engagement: Participatory design with an element of interaction. Participation works both ways, i.e one could get motivated to use this app OR could get motivated after using the app to visualise their ideas

FMP Yr 02


Studentship Conclusion

The project served as a way to let ourselves go mad and try different things, it also made me realise my strengths as a designer.Iâ&#x20AC;&#x2122;m quiet happy with my idea,but would definitely like to learn the back end of designing and work my way through.

Another important thing I learnt is never put off work till another day. One has to realise that one would never really be happy with what we produce and that we are continuously transforming it as we transform ourselves.


Research Book