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Usually, this is the section of my book in which there would be a contents page to guide you through my thought process. It would be a simple way to follow the journey of Ba2a through to the final campaign. However, Ba2a has been anything but simple. With endless twists and turns, bumps in the road that turned into mountains and a small train station fire, a tragedy of errors shows the importance of planning and time management. Not including a contents page was a conscious decision to ensure that this book doesn’t feel too structured. I want you to have a true representation of how my mind has worked on this project so I want you to find your own way through it. I’ve treated this reflective journal as just that, a journal in which I reflect on how I work, talk about my mistakes and problem solve. It’s a place that I’ve used to clear my head and pinpoint what techniques work well for me. I’ve been able to asses the way that I work best and have developed new skills through continuously using new software. My work has evolved into a neater, clearer and more professional portfolio, although I feel as though I have maintained my colourful, creative touch. You may notice however, that this reflective journal is very different to anything I’ve made before. I usually work with an array of colours, but for this book I’ve set myself a challenge of adhering to a monochrome and pink colour scheme. Although a small task, it was one that I wanted to set for myself to create more coherence in my work.

Before the first year of fashion communication and promotion, the only Adobe program I had used was Photoshop. Fast forward a year and I’m still only on a ‘need-to-know’ basis with InDesign and Illustrator. This, of course, made things far more challenging when starting a project that would see me designing an info graphic using one of the two programmes. I’ve also set myself the task of venturing into the realm of InDesign when creating the layouts of my sketchbook to ensure that my work looks more professional this year. Therefore developing new skills in Illustrator and InDesign will almost definitely prove to be invaluable this year. From week 1 of Ba2a, the cracks in my Illustrator knowledge were already becoming a problem. To make things just that little bit worse, I wasn’t completely sure what the definition or even the purpose of an info graphic was so it was safe to say that my second year wasn’t exactly off to a great start. Unfortunately for me, it wasn’t just definitions that I seemed to be struggling with in the first 2 weeks.

I couldn’t seem to pinpoint the subject that interested me the most. I found myself faced with a mass of information in the beginning of the browseology project and didn’t quite know what to do with it all. Apart from a general subject (the use of fur in the fashion industry) I couldn’t find a stance on it. I think that part of this stemmed from not knowing what to include in an info graphic as I was and always have been interested in the debate so I definitely had an opinion on the topic. Eventually I found that the recent protests at London fashion week is what really led me to look into fur in the fashion industry, therefore I could show how the industry has been impacted by similar protests. I also thought that the protests kept the topic relevant and meant that laws were constantly changing. Although my info graphic is finished, I do want to revisit it and add an element of photography to it because I think that this is where my skills lie and I could develop something more professional in doing this.



As per usual, I took my research for this project to the extreme. I like to make sure that everything I do is well researched and organised. So this 2 week project was no exception. I didn’t really know what an info graphic needed to contain so I researched every possible subject on the topic of fur in fashion. I then used a power point document to break the mass of information I had, down. I sectioned it into different views, years, points and figures to make ensure that my info graphic was well thought out and that all of the information was in the right place. I think that by doing this, I was able to condense my information and work out what I found the most interesting and impacting. In the future, this will possibly be something that I choose to do again as breaking everything I already had down not only made creating an info graphic easier, but also helped with the analysis. This is because as well as splitting all of my research up into different sections, I also included the sources, which made referencing the quote and statistics simple and easy when it came to writing the analysis. I tend to get stressed and overwhelmed with my research as I collect as much as I possibly can to ensure that my work is accurate and well thought out. I don’t really know what to do with it when I’m faced with using it to create something else, this will of course prove to be a major problem in the next project as it could slow everything down. So I think that taking the time to stop after I’ve carried out the research, and split everything into categories, will really help me to move forward in future projects.

Image source: Animal equality

Last year I seemed to get by with my very limited skills in Illustrator. However, from very early on in Ba2a it was clear that this wasn’t going to be the case this year. My virtually non existent skills in the programme couldn’t be fixed by step-by-step Youtube videos or from asking former graphics students for advice. I wanted to create a professional looking info graphic, but all I managed to create was something that I thought looked as though it could have been made by a 5-year-old. One of the main bits of feedback I received last year was that I was a communication student and had to make my work look more clear and professional. No matter what I seemed to do on Illustrator I couldn’t create anything that was remotely similar to the image I had in my head. With this in mind, I knew that I wanted to use the one-toone with Kat to focus solely on the info graphic. With her past in graphics I was hoping that she could help me turn my disaster of an info graphic that encompasses my style of work but looks clean and professional. Something that I would like to display in my portfolio, rather than hiding it in my sketchbook never to be seen again. During the session we talked about how I could use my strengths in this project by creating an info graphic that took another form if I wasn’t pleased with what my (lack of) knowledge in Illustrator could create. I’ve always thought that my skills lie in photography and I have quite an extensive knowledge of Photoshop, after studying photography for 2 years. So when the idea of creating an info graphic using imagery came up, I finally started to see my portfolio take shape. Although Kat did say that it wasn’t necessary for me to create another info graphic using photography as this is only a short project, we did develop an idea. My original info graphic showed the information I had collected in protesters signs, to imitate a real protest. Therefore I wanted to run along the same theme. Kat suggested

creating a series of real signs that had the information on and photographing somebody holding them. This way I could do maybe 3 photos and line them side-by-side to create something that is still classed as an info graphic but is more sleek and shows my strengths (rather than highlight by weaknesses).

I think that I using both Adobe programmes could create interesting compositions. Illustrator would allow me to distort the signs and bring other sections to the viewers attention. Doing this will mean that I am able to manipulate the viewers attention and direct it to the most important facts on the info graphic.

Although in future projects I most probably will need to use Illustrator, I’m planning to steer clear of it in this short section of Ba2a in order to produce something that I want to submit rather than something that shows that I don’t really know how to use Illustrator. However, Kat did also mention that I can change it if I want although I don’t have to as the finished info graphic isn’t the important part, the reasoning behind it is. With my original design, I had put quite a lot of thought into the reasoning behind it. I was sure to play with the sizes of the facts, for example the biggest influence on the fashion industry had the biggest sign. Displaying the facts in a protest was also key to my info graphic as it puts them into context and shows why the industry needs to change. Which is why, if I do decide to change the info graphic, I want it to reflect the same thing.

Aside from the info graphic, myself and Kat also spent the 1-2-1 discussing the next project. Although I’m passionate about the fur debate and found researching the project interesting, I do think that I may have gone as far as I can with this topic. The next area of Ba2a will allow me to look t any issue affecting the fashion industry which will allow me to discover new problems in the industry that I can potentially take further than this one.

In the group session, this was something that stood out in my info graphic, as Harriet and others in the session described it as a “unique” and “creative” idea. Although, I like Kat’s idea of having a series of images rather than an illustrator document. I’m not entirely sure how I could show which facts had more of an impact on the fashion industry. Perhaps creating different sized signs could be the way to go as it should be as self explanatory as the original info graphic but will potentially be little more subtle. This will be something that I will have to explore and experiment with when using Photoshop. However, it may also be a good idea to not completely rule out Illustrator when redesigning my info graphic as



Camille Rowe-Pourcheresse|Lula

LAYO Image source: Calvin Klein| Lula

To help me do this I’ve been using a lot of graphic design inspiration websites, along with pinterest and magazine layouts, to help me with finding new ways of displaying my research that looks creative and professional. I think that you can possibly tell when I started doing this in my sketchbook because the layouts in the 3rd section look more thought out that those in the 1st and 2nd. I want to make sure that all of my sketchbook looks professional so that I can use it if I need to in interviews to show what I am capable of. My plan so far was to make every section of the sketchbook distinguishable from the other. To do this I kept something consistent in every section. The first section doesn’t have anything as of yet so I definitely need to revisit it, however the second section of the sketchbook has a consistent style in it’s title and the second has a consistent font throughout. As the third section is where I started taking my layouts more seriously it’s distinguishing factors are possibly better thought out than the other, a consistent font and a full stop at the end of all the titles seems unnoticeable but I think that it does still help to break the sections up. Although this idea was intentional, I am worried that it makes the sketchbook as a whole look in cohesive and as if I couldn’t pick a theme in my work. Although I don’t plan to change it at this point, I do want the rest of my documents to have 1 set theme to them, as I think that this will make them seem more professional and cohesive.

Last year, I really struggled with my layouts and trying to make them look professional. I think that part of this stemmed from making physical sketchbooks last year and not having any skills on InDesign or Illustrator. While I would say that I’m still learning how to use both (especially Illustrator) I feel like I’m more confident creating layouts using InDesign than I was last year.


Image source: Elephant magazine|Pinthemall|behance|metamorphasis magazine

I initially found it really hard to define my topic, I knew that looking at drugs in fashion would be an interesting subject because I haven’t really seen it anywhere before, done well in a fashion context. However, I didn’t know how to approach the subject. With such a broad starting point I struggled to find a angle to take on it.

To begin with I wanted to look into the come back of the psychedelia phase. I think that I went down this route in an attempt to link it back to fashion today and possibly because that it the fashion that I am most interested in. I wasn’t thinking of it like a campaign project, Instead I was thinking about what the final images were going to look like.

I felt as though my work had no point to it and had considered scrapping all the work I had done on the topic and choosing something completely different. Although I did finally get rid of most of the work I had done, I was determined to stick to the topic of drugs in fashion. I went back to the drawing board and made a plan of what I already had and the direction I could possibly go in with this. I feel that taking a step back and doing this really helped me to figure out what I found interesting about the topic, what I thought needed looking into more and what

I thought could be done about the subject.

During my group session with Kat she explained that, while this wasn’t necessarily a bad thing (thinking about how I want the finished design to look) I was just pointing the problems out and not coming up with any solutions. I was thinking of it as more of a photography project than anything else, which meant that I was only thinking of discussing the topic instead of how the topic should be dealt with and what brands could do this.

FASHION, DESIRE AND ANXIETY After I had done a little research into the heroin chic trend of the 90’s, I came across the book ‘fashion, desire and anxiety’. Although this book does only have a small section on heroin chic, I decided to purchase it because it looks into the environment that surrounded such trends. It also looks at the movements that came before and after heroin chic and how that affected it’s popularity. For example, after the heroin chic chapter of the book, it looks at decadence and decay.

heroin chic movement. Models in this era were worlds apart from their predecessors, who publicised their active, healthy lifestyles. I found this book to be really helpful when trying to figure out where the trend came from and how to finds links from that decade that explained its popularity. I will definitely continue to use it throughout this topic as I plan to look at why we still glorify drugs in today’s society, and this book will allow me to link today’s trends to similar ones in the past.

Describing it to be more honest and realistic, again setting itself apart from the image previous models had created. Day was adamant that she wanted fashion to move away from the perfect image they’d created and towards something that “reflected young people’s lives more honestly”. Perhaps that’s why we saw a resurgence of the trend in 2015, as people seemed to be growing tired of seeing over privileged families like the Kardashians everywhere, they toowantedsomethingmorereal.

This is worth noting because the heroin chic movement was created to rebel against decadent trends in fashion, that celebrated power and money and seemed to celebrate decay, in the sense that drugs decay the body. This section also looks at bohemians who “sought to create alternative lifestyles”, again linking back to designers like Calvin Klein offering an alternative lifestyle during the

Iwasalsoabletofindthequoteon the left in this book as it explores the negative attention the heroin chic trend received. With such a strong and powerful figure as Bill Clinton having a definite, negative opinion on the subject, it gotpeopleintheindustrytalking. While some celebrated his views, others like Corinne Day, who helped to launch the movement with her images of Kate Moss, heavily defended the trend.

Ithinkthatthisisstilltrueoftoday, people from all backgrounds are becoming famous thanks to social media and fashion designers now want more of an unconventional look to represent their company. Today we are seeing more diverse models on the covers of magazines and on the runway which again may be a way of rebelling against the perfect images of models that we are all too familiar with.


Image source: Left lion

I felt that once again my project was getting a little out of hand and distracted by the idea of clothes reflecting strength and weakness so I decided to take a step backwards and look into why people take drugs. I looked into the different reasons behind it and found mental health issues is a big factor in turning to drugs. I think that this could potentially make my project more substantial and meaningful. Mental health issues and depression has also affected the fashion industry, with designers like Alexander McQueen creating collections based on his depression and how he turned to drugs because of it.

HEALTH During this part of my research I wanted to make sure that I knew what I was talking about because it is such a sensitive issue that affects a lot of people, and has affected people around me. Depression and mental health issues isn’t something that I can include in my campaign without knowing anything about it so I wanted to make sure that this area of my research was well planned and thought out. In this topic I looked at fashion designers, models and musicians who had suffered with depression and drug abuse. I wanted to focus specifically on musicians because 60% of musicians are likely to become depressed and take drugs. However, this wasn’t the only reasoning behind moving my attention away from the catwalk and towards the stage.

I’m originally from Nottingham, which has a high level of homeless people and people in hostels. Whilst working in Nottingham over Summer, I met a man called Donovan Wycliffe, a notorious musician from Nottingham. He lived in a hostel and came to the coffee shop I worked in almost daily for free food. While waiting for his food he would talk to “the voices in his head”, having arguments with himself about the food being prepared. Immediately after he left I was told about his story, Whycliffe began his life as a musician and became extremely successful (touring with James Brown) but after he started taking drugs his whole career fell apart. In an interview I watched with him in it, he spoke about how his success led him to start taking drugs and drinking more because he couldn’t deal with his new life. He also blames the substances for his mental health now. Because of this, I wanted to make sure that I was very careful not to be patronising or offensive when including mental health issues in my project.

In this project, I really wanted to make sure that I had a detailed idea about why people take drugs so that my campaign didn’t come across as offensive or unprepared. Sisley’s ‘fashion junkie’ campaign showed me just how wrong a company could get their campaign if they didn’t research their consumers enough. To do this I looked at the psychology behind taking drugs. I hoped that this would give me an insight into my target audience’s mindset (what attracted them to drugs and therefore what I could address in my campaign). In this section of my sketchbook, I used a research paper from Steve Sussman and Susan L. Ames that talked about the benefits/ side affects of each category of drugs. This allowed me to look at the possible reasons people take certain drugs, whether it is a anti depressant or simply recreational. I think that by doing this I did gain a better understanding of why people take drugs but I don’t necessarily think that it helped me to define the characteristics/ actions of my consumers. To do this I will have to do far more consumer research, however I do think that it was helpful to look into the psychological side of taking drugs because I can go forward with this campaign knowing more about the different categories and responses to drugs. Although this doesn’t change the fact that I don’t want to create something that can be used as a scare tactic, instead it has only made me more confident in my decision to create something that makes the viewers feel empowered. As a lot of the more common drugs are usually used as anti depressants and to free the user from their realities, I want to create something that shows them that they can still be powerful without having to take anything.

Image source: Mert and Marcus


As part of the critical ana to look at brands that a issue we are looking at was virtually impossible a lot of the brands that the issue I’m looking at it in a positive light rat at how to solve the issu find a lot of artists that a true representation of unbiased view of the wa dustry is tackling it. Th that it was more fitting and analyse their act purely discuss brands th almost completely igno

Image source: Steve Kraitt

alysis, we were told are addressing the t. I found that this e for me to find as t were addressing t were portraying ther than looking ue. I did however t showed more of f the issue and an ay the fashion inherefore I thought g to look at artists tion rather than hat had chosen to ore the situation.


It took me a long time to find a brand that I thought could carry the message of the campaign. I really wanted to pealing to a younger audience with the their drugs campaign. So I thought that I needed to find a brand that had a tedly from the beginning of the project had always had Versace in mind, and almost built my campaign around their

So when I found Eckhaus Latta, I had no intention of using them in my campaign. I actually joked with my house mate that I could use bly most shocking campaign, in which they photographed real people having sex. However, after further reading I found that the brand actually t were detrimental to my campaign. They targeted a mind set rather than a specific age/ gender (which I have insisted throughout the project is as anyone can suffer from drug addictions). They have a reputation for thinking outside the box and being very controversial which was this campaign as I needed a brand that would be on board with such a controversial image and one that could appeal to the right audience wit

I also noticed that the brand has vaguely touched on the topic of drugs in a campaign that was in collaboration with artist Bjarne Melgaard tan gallery. Considering part of my research included looking into artists who explored drugs, I thought that the brand and my campaign ha


avoid Sisley’s attempt at aphistory of drug abuse. Admitr brand for this very reason.

e them after finding their, arguaticked a lot of boxes that I thought one of the most important factors possibly even more important to thout alienating their existing one.

image source:Eckhaus Latta

d and was featured in a Manhatad a similar stance on the subject.


Image Source:Harriet Posner| Norwich university of the arts website

Last year ‘Marketing Fashion’ was practically my bible, it taught me about consumer mood boards and linked all of the business knowledge had learnt at A level to the fashion industry. So it should be no surprise that this year is no difference. I wanted to make sure that my campaign was well researched, therefore I took a lot of time to go in depth with my research. I wanted to make sure that I knew exactly what my consumers want and are interested in. So I found that ‘Marketing Fashion’ really helped to split my research into different sections. It set out a process to go through in order to analyse my target audience. As I’ve spoken about previously, having things in order really helps me when I’m working because I have a tendency to get overwhelmed by a lot of information. The book also introduced factors I hadn’t thought of when creating my consumer segmentation variables, including how they shop, trends they follow and brands they aspire to buy from. I think that these variables really helped to define my consumers as they’re quite young and at the start of their careers, therefore they may not be able to afford the brands that they relate to the most. It was especially important to my brand as my brand looks at people who look up to people in the public eye and fantasise about their lifestyles, seeing them as powerful. Therefore it makes sense that I should include the type of brand that would make them feel more powerful. With a background in business, I usually enjoy the marketing side of the projects in fashion communication and promotion. However, I still find it useful to refer back to this book for a little guidance from time-to-time. At the moment, I’m struggling to work out whether I want to go into a career in marketing or styling so I find that ‘Marketing Fashion’ is a good book to look at all aspects of the marketing sector of the industry.

I was worried that some of the images in the reflective journal would be pixelated, due to them being screen shots from my sketchbook, so I decided that print testing them would be a good idea. I printed them on a series of different papers as I also didn’t know if I should print the pink ink out onto pages of white paper, as the majority of the reflective journal is pink, or whether I should print the reflective journal onto pink paper. This problem was quickly resolved because when I printed pages onto pink paper the white sections didn’t print (due to the printer not having white ink), without the white sections my reflective journal looked more like a zine. I think that this impacted the professional look I was going for as it looked a little too flat. I want to make a conscious effort to make my work look more like a magazine as I think that this will improve my portfolio. When I printed the pages out onto satin paper, the text came out really clear and crisp however the images did look slightly out of focus and pixelated. To rectify this I plan on saving the page from my sketchbook and importing it as an image rather than a screen shot to improve the quality of the image. I think that in the future, I will continue to print test especially when it comes to printing off my images for my campaign as I don’t want to add pixelated images to my portfolio.

Initially, I found the presentation completely overwhelming. I have a hard job narrowing down my ideas for this project, and an even harder job battling presenting it to other people in the class. However, I found that creating the presentation really helped me to find a direction for my campaign. When tasked with having to summarise weeks of research and analysis, I was able to determine the key focus of the project. I found that I really wanted to focus on the idea of power v weakness and seemed to come back to that no matter where my research took me. To most people this would be a triumph! However I was then faced with possibly the most daunting task... Having to stand up in front of people in the group and present (or sell them) my idea. As someone who avoids showing others my work at all costs, this was possibly my worst nightmare. I was one of the last to go up which I think made things worse because I felt as though everything I had prepared was wrong and didn’t fit the brief. This was really emphasised when Liza (who is also looking at the subject of drugs) went before me with more of a defined and focus cause than I had. With my inability to define my campaign being a reoccurring problem in this project I felt that it had really let me down when it came to my presentation. As expected my public speaking was awful during this group session and I felt as though my voice had abandoned me at various times, however the feedback from the one-to-one with Alex and Kat told me otherwise.

1-2-1 WITH KAT

After the mid unit review feedback from Alex and Kat I was starting to feel pretty good about my work. Hours and hours of research definitely didn’t go unnoticed or unappreciated and the presentation seemed to have gone better than I thought. But one thing that I was still worried about and Alex picked up on was that my research didn’t seem streamlined enough. I had A LOT of information but no real conclusion and that was because I still didn’t really know what I wanted to focus on. I knew that the last thing I wanted was to create something that

people look at and say “somebody actually got paid to come up with that’. Besides the fact that this isn’t a real campaign and nobody is getting paid for it, I didn’t want to make a campaign that seemed more offensive than informative. So when the morning lesson was cancelled, I decided to use the drop in to my advantage (and make the walk in the snow worthwhile). I explained that I wanted to create something that made an impact without being used as a scare tactic. It had to reflect the brand without being insensitive and persuasive without looking like some-

thing you would find in a school lunch hall. Kat’s suggestion was to focus on empowerment rather than dwell on how drugs make someone appear weak. It sounds so simple now but before the drop-in session that had never crossed my mind. By doing this I could make a campaign that reflects the freeing nature of Eckhaus Latta, the history of drugs and the future of the viewer. It allowed me to be more creative with imagery and really focus on making the model look powerful. We also talked about the power of the feminism t-shirt and how popular they

have become with people who make up my campaigns demographic. I think that making a t-shirt and including it in the imagery will definitely pull the image back to the main message of the campaign. Without the t-shirt it would be too easy to get caught up in the styling and composition of the photos. The campaign then becomes redundant because it’s not about a pretty picture, it’s about the message behind the pretty girl. Without the top the campaign could be about anything and so I think that looking into designing mock ups should be my next step.





For a long time, I struggled to decide on how I would present my work. So I did what most people do when they’re looking for artistic direction/ inspiration... I looked on Pinterest. I found that whilst looking on here, I was drawn to the acetate and perspex images. This is potentially because my I tend to use acetate a lot in my work, as it’s so versatile. In past projects, I’ve printed on it, written on it, layered different coloured sheets over the top of one another to create filters and printed final images on to it. At this point, I really should be sick of the material.

However, I think that for this project, perspex could be much more significant. The campaign has definitely blurred the lines of art and fashion, as I looked at artists in the early stages of my research instead of brands. While doing so, I found the ‘Dearest Constellation, Sweetest Installation’ in which Steve Kraitt spelt iconic fashion brands names in a mixture of cocaine and sugar. The writing was encased in polyester resin boxes, which is where the inspiration for my portfolio came from. I wanted to bring all aspects of my research together and combine it with my creative practice. My idea was to encase my books (sketchbook, reflective journal, campaign document and industry file) in between a piece of coloured and a piece of clear perspex using bolts. I then plan to use a laser cutter to engrave steps into the sheets. The steps not only lead the viewer through my work, meaning I can create a journey for them to go through, but also reference the 12 steps of recovery without being overbearing.

Image source: lachanelphile|seethroughlab|Peter Koehler|Liv supplies

I also plan to use coloured perspex to display my portfolio pages. I’ve ordered 3 sheets of A3 fluorescent perspex that I plan to mount my portfolio pages on. I want them to imitate the neon lights from the photo shoot, so I plan to light them up from the bottom with a fluorescent strip light. I hope that this will tie in all aspects of my project and create a sense of coherence throughout my project, rather than simply creating something that I like the look of or work with a material I’ve worked with before.

For a long time, I left the covers of all of my work blank. This is something I usually do because it’s like starting a new journal. Once you’ve decided on the front cover, you’ve pretty much set the theme for the entire contents. When I started my sketchbook, I had no idea what direction it was going in so I left it blank in the hopes that I would come up with something remotely creative. This took a long time! In fact, I couldn’t think of anything until I started to think about how I would present my portfolio. When I look at my reflective journal, industry file and sketchbook they look as though they could have been made by 3 separate people for different projects. I always seem to find it hard to stick to one particular theme without getting bored of doing the same thing for long periods of time. This is potentially most obvious in my sketchbook as I tend to break up the different sections by changing something (which I’ve spoken about previously in my reflective journal).However as presenting our portfolios is now something that we will be marked on, I wanted to create a sense of coherence with the different booklets. After deciding that I wanted my presentation to be linked to the 12 steps of recovering from addiction, I thought that it was fitting that my books also fit in with the theme. Therefore, I decided that all of the covers would relate to drugs. This would therefore not only reflect the contents of the books but also stick to the theme of my portfolio. I did however want to be careful to not do this in a really obvious way that would look tacky or over done so I decided to allude to drugs without featuring any on the covers. For example, the front cover of my sketch book features a pattern of vertical rectangles of red and blue. While at first this might look like something from a fun house, it has more of a meaning. The colours of the rectangles relate to those of pills and their constant change in length and structure could be seen as a reflection of the instability that drugs bring. However, it is also alludes to the idea of picking the red or blue pill(made famous by the matrix). I did a lot of research into the significance of the red and blue pills and found that while one represents truth, knowledge, mental freedom and adversity (red pill), the other is a symbol of falling deeper into the rabbit whole and living in an illusion (blue pill). I feel as though this sums up my research, as earlier in my research I looked at why people take drugs. One of the main reasons I found , and what I have based my campaign on, is that people often take drugs to escape their realities and live in a world they believe will be better than their current one. I’ve also followed a similar theme with the front cover of my reflective journal in that it not only links to the theme of the project, but also has two meanings/ interpretations. On the surface the hexagons look like pills, however the design is actually supposed to replicate the chemical composition of ecstasy. Again, I’ve kept this pretty subjective as I don’t want my books too look cheesy or over done.

making the mock up

Of all the things I’ve lost, I miss my mind the most

Photoshop is the only Adobe programme that I have used for more than 1 year, so it’s one that I felt confident in using. That was until, I started making mock ups. I didn’t really know where to start with making mock ups so it definitely took a few attempts to create something that remotely resembled a t-shirt design. However before I could even start trying to find my way around Photoshop, I had to design the t-shirt. I’d made a few mood boards and knew that I wanted a quote on the top but aside from that I wasn’t set on a particular design. Which led me to do what I’m best at, carry out extensive research for a completely unnecessary reason. By research I of course mean looking through Eckhaus Latta’s past collections to get a general sense of their style and theme. Given my research into the brand, I was shocked to discover just how ordinary some of their items were. I found a top that simply had words written all down the front of it with lines underneath, which I decided to work with. I wanted to create something that referenced their previous designs but almost encompassed the theme of the campaign, my style and their views on fashion constraints. Which led me to design a slogan t-shirt that used a quote that I had originally assumed to be from Jimi Hendrix, but I later found to have been referenced by the musician from Mark Twain. Regardless, I thought that the quote reflects all aspects of my campaign perfectly so I still plan to use it. To my surprise, I found creating the design on Illustrator fairly simple, perhaps because I had been able to experiment with different tools when I created my info graphic. I decided to slice through the letters and use lines to create a double meaning in the t-shirt. At a glance the viewer would read “Of all the things I’ve lost, I miss my mind the most” however, if they looked closer they would see that the lines weave in and out of certain words to create a whole new meaning. I incorporated the lines from Eckhaus Latta’s original design, however instead of simply underlining the quote I placed them over certain words so that the top could also read “I’ve lost my mind”. I thought that doing this would create a really interesting narrative for the campaign, as it shows that behind the surface quote there is a much deeper and vulnerable sentence that needs to be discovered. Which is important because I chose to make this campaign to help people who are vulnerable because they look up to those who have put a front on but are really just as vulnerable as they are.


LMEDIA LMEDIA LMEDIA LMEDIA LMEDIA LMEDIA I’ve known from a very early stage in this project that social media would play a big role in my campaign. Due to the nature of the issue, it wouldn’t be shown in publications. Therefore the Power x weakness campaign needed to have a big online following to stand any chance of making an impression on the industry. This is partly the reason that I chose Eckhaus Latta for my brand. I found them through a big social media storm when their SS17 campaign was released so I knew that they could handle any media backlash that could come from a drugs campaign. It also means that they have a big presence online and from past research, I knew that they were active on all social media platforms. So I had the brand sorted, but now I needed to create a buzz about the campaign itself. To do this I needed to take advantage of all of the social media platforms so I couldn’t simply create an Instagram account and hope that word spread. Instead I wanted to create a build up.

I knew that I wanted to create a series of t-shirts, so I treated the campaign like a collection release. When collections are released, the company usually likes to drum up some anticipation by leaking sneak peak clips, which is definitely something that I want to incorporate into my campaign. My idea is to create a series of short videos that will be posted on Twitter, Instagram, Facebook and Youtube. The videos will show clips from behind the scenes of the photo shoot, counting down for the campaign and range of t-shirts release. On top of this I also want to create a series of edits that will go on to the campaigns Instagram for the same purpose. By hyper editing the images, they act as teasers for the audience, a preview of what’s to come without giving anything too important away. From this point on, all of my work needs to be focused on social media and the influence it has on the industry. I could even create short clips that could be edited to look as though they appeared on a Snapchat story, as Snapchat is arguably one of he most used apps right now.

After my talk with Kat, she reassured me that if I let the top do the talking I could focus on getting artistic shots rather than shooting something that looked like a D.A.R.E campaign. As photography is were my strengths lie I wanted to really push the artistic side of the campaign and create something that fit with the theme but looked contemporary. Over the past couple of years, I’ve noticed that there has been a lot of filtered light or neon light photography used in fashion campaigns. Possibly because of how much you can play with the composition of the image if the shot is filled with different coloured lights. It also creates a 60’s feel to it which I though would be perfect for my campaign. I struggled to find a location in Norwich that had an array of neon lights but I worked in a bar over summer that I knew would be perfect. BUNK is an underground bar with exposed brick walls, dim lights, paradise palm trees, corridors of mirrors and a collection of neon lights that would put Blackpool to shame. I’ve been emailing the owners who have let me use it for 2 hours before they open up on Tuesday 16th January which should give me enough time to get shots in different locations in the venue.

Everything seemed to be fi with the photoshoot, until th dropped out of arts schoo primary school teacher>>


fitting into place he photographer ol to become a When planning the photo shoot, I had an idea of who I wanted to be the photographer. Olivia Davy-Hoffman, a photography graduate that I went to school and college with. I’ve been a fan of her work ever since she first brought her camera into art class. Since then her portfolio has grown into an amazing collection of high contrast, intense portrait photographs that led me to believe she was still pursuing photography. Sadly however this didn’t seem to be the case. After initially asking her, she seemed really

enthusiastic about my idea and saw the opportunity as a way to expand her portfolio. However, inevitably reality got in the way and her full time job (as a primary school teacher) put a holt to the arrangements. So I received a messaged that went along of the lines of “although it sounds amazing and I would love to do it. I work in the week and won’t be able to get the day off”.

things aren’t looking good for my power x weakness campaign. However, Olivia’s message did continue with “I know some people who might be up for it too” so I’m hoping that she will be able to put me into contact with anAlthough there are other photographer. many things that I could substitute in I’m adamant, howevthe making of the er to not leave things campaign, I’m not down to one person sure that a pho- however and have altographer is one of ready started to flick them. So with just through my contact over a week until list and frantically the shoot is booked, email anyone who has a background in photography.



Seemingly the photographer quitting the campaign created a ripple of disasters, after she failed to put me into contact with one of her other photographer friends, my house mate (and photography student) Lauren had to step in an save the day. Seeing as she was on track with her work she agreed to come to Nottingham with me to shoot my campaign. Finally, something seemed to be going my way... But unfortunately I think I spoke too soon. After securing a photographer my next task was to find a video camera to film the mammoth task of the behind the scenes and sneak peak clips. I was told that I would be able to find one in the MRC but would need to apply for a extended loan which could take up to 3 working days to process. If it was accepted! Which doesn’t sound too bad unless yo find this information out exactly 3 days before you need to be on a train heading to a different city with it. However, I remained hopeful until I was told that I couldn’t have a film camera. Instead I could have the Canon 750D because of it’s great quality filming. However, after researching the camera I found that it was the next model up from the camera I already had and decided not to use because the video resolution was so low (and unfortunately the exact same resolution as the Canon 750D).

With this is mind I’ve decided to use my camera for filming and use the photography lighting to help improve the quality of the footage. I initially did plan of renting a camera outside of the university but apart from the fees, the collection and returning policies were horrific. With this in mind I’ve decided to use my camera for filming and after researching ways to improve the quality of the footage, I’m relying on the photography lighting to create a better setting for the filming. Although this isn’t what I wanted because the quality of the imagery still won’t be as good as a real video recorder, it seems to be something that has resolved my problem for the moment. As well as using better lighting to improve my video, I plan on purchasing a hand help tripod so that the footage won’t appear shaky and should make the video look smoother. I’m also hoping that by looking at tutorials on Youtube I will be able to fix my problems with editing. As I want to create something that makes the viewer feel as though they have gone back in time to the 60’s with links to the rock ‘n’ roll scene, I think the low resolution grainy character of the filming will work with my vision for the campaign.


Image source: B Akerlund| GottMilk

I’ve always been interested in the link between music and fashion, which is possibly why I incorporate it into most of my projects. This project in particular seemed to have a strong connection to the music industry as I’ve discovered that around 60% of musicians suffer from depression due to the fame, which leads to them developing a substance abuse issue. As I’ve spoken about in the previous entry, one of the main reasons I was so interested in this topic to begin with was because of Whycliffe. After speaking to him about his past, I learnt just how real the issue is which made me want to explore the music industry’s affect on fashion even more. I found that ‘Fashion + Music: Fashion Creatives Shaping Pop Culture’ by Katie Baron helped to define a stronger link between the two industries. I found that I was most inspired by the feminism section of the book, which seems strange as my project is about drugs. However, this came in use when I started looking at the affect feminist slogan t-shirts had on the fashion industry. This section of the book talks about Madonna, Brittney Spears, Beyoncé, Lady Gaga and of course B. Akerlund and the effect they made on the society. I’ve spoken about this in more depth in my sketchbook, however I think it is worth noting in my reflective journal, the effect it had on my work. After looking at this book I started to think seriously about public figures that I could use in my campaign who could potentially have the same affect on my issue. Due to the campaign being online, I think that it would be a good idea to look at contributors and online ambassadors for the campaign. I’ll need to look at people who have a strong following online and have already spoken out about the either drugs or mental health. I will also have to keep in mind, however, the nature of the subject, the brand and if their brand fits with the campaign (as not to tarnish the brand they have made for themselves). The right could really help to bring a larger audience to the campaign, however this also stresses the importance of finding the right person as I need to find someone who has followers who will interact with the campaign and want to take action. This all goes back to the marketing section of my sketchbook and looking at AIDA, as I found that in order for someone to take action they have to connect with the campaign instead of merely liking it.

Image source: A magazine collaboration with Eckhaus Latta

Unfortunately for this project, the disasters didn’t stop at technology. From an early point in BA2A, I knew that I wanted to create t-shirts for my campaign. However, I didn’t simply want to make them because I felt as though it was an easy option. I wanted to make something that would not only fit into Eckhaus Latta’s brand values and character but also something that could be worn by many as a sign of empowerment. I’ve previously spoken about my desire to create a campaign that focused on empowering the vulnerable. Rather than creating a scare tactic which could potentially bring the weak down further. A t-shirt that is linked to such an empowering idea could hopefully make those wearing them feel empowered as they know they aren’t alone. Of course people won’t actually be wearing the t-shirts I create (apart from the model) and the campaign won’t actually be produced but I wanted the t-shirts to have a meaning behind them. I put a lot of thought into the design of the t-shirt, using a quote originally taken from Mark Twain, with musicians such as Ozzy Osborne and Jimi Hendrix (who are famous for their drug habits) known for referencing it. A lot of thought also went into the type of t-shirt I used for the campaign. Despite designing a slogan inspired by the print work on an existing t-shirt from Eckhaus Latta (pictured left). I also chose a t-shirt that fit their loose boundaries with fashion. To do so I chose to imitate a striped top from their current collection, however I used a cheaper that had a tie back. I thought that this worked perfectly for the campaign as it fit Eckhaus Latta’s more controversial designs that are usually tied together. All of the above are reasons that I wanted to make sure that the tops were created to a professional standard. I was encouraged to therefore send my design and top to a company to be printed by a company that knew what they were doing. This was something that I was keen to avoid however as I want to try new skills and experiment with what I can do with the top. My first thought was to print screen but due to the overlapping dual colour design I knew that I wouldn’t be happy with the design. This may be something that I decide to do with another design and top later in the project. Instead for this top I decided to use transfer paper. Which seemed to be going well in the beginning and with the way that my work seemed to be going I knew I had to do as many tests as possible. The flipping of the image and printing worked perfectly fine on the test paper. My first mistake however was to not fully print the image because if I had then I would have noticed that half of a ‘y’ had been chopped off during printing. Unfortunately I didn’t work this out until I was printing onto the transfer paper. My next mistake was to fail to notice transfer paper prints white space. Which isn’t ideal on a black and white striped top. Although I did decide to first print onto a white top as a trial so I quickly decided that cutting the letters out would give me a better finish and eradicate this problem. This quickly also became an issue as one of the smaller pieces became stuck to the iron and smudged the ink over other parts of the top. To make matters worse the other section I had cut out worked perfectly. Aside from this (minor) miracle I’ve decided that printing possibly isn’t the best option for this t-shirt. Instead I want to use embroidery as I think the contrast of the bold block text and the delicate nature of embroidery will work quite well and reflect the theme of the project. Although I was hoping to try new methods, and embroidery is something that I tried last year, I am eager to try and create more of a successful result by using a sewing machine to make the design. Of course the next malfunction was that my house mates sewing machine doesn’t have an embroidery foot because the brand she has doesn’t make them. So it would seem that at the moment I have a wild weekend of hand embroidering the pattern onto my t-shirt.


I’ve never pretende challenging, since for me, I live with types of needles a used a sewing mac thought I’d use the thought that I was had actually sewn gauntlet was passe over on the hand project. The black hand written, in ord hand embroidery. different thread. Th However, I think th transfers because I

ed to be good at sewing. In fact, last year was the first time I’d tried anything particularly I figured out how to use my mini, hot pink sewing machine when I was 6. So luckily a textiles student who knew exactly what she was doing. She guided me through the and thread I needed, and even showed me her sketchbook as a reference. As I hadn’t chine in quite a few years, she advised me to use a piece of test fabric. So naturally I e t-shirt that had been tested before (with the transfers). I seemed to be doing well and starting to get the hang of it. Until I took the top off the machine and discovered that I the top together. After a few hours, it was clear that I wasn’t getting any better so the ed over to someone who knew what they were doing (on the agreement that I would take embroidering). This was possibly the best decision I have made throughout this entire lettering came out exactly how I wanted it. I wanted it to look as though it had been der to fit with the message of the top and campaign. The trickiest bit after that was the It took 6 days to complete and 2 trips to the haberdashery section of John Lewis for he top went everywhere with me. I took it to work, to coffee shops and even on the train. hat it was well worth the effort and I’m glad that I decided to use embroidery instead of think that the delicate nature fits with the campaign better than a simple printed design.

Image source: The Bolton News

THE END OF THE WORLD AS WE KNOW IT So at this point of my campaign, I’m beginning to think that it’s cursed. They say that when it rains it pours but in Norwich... It doesn’t seem to stop. The week began with my photographer dropping out of the photo shoot and ended with Nottingham train station being set on fire. By Monday, I wasn’t sure if there was anything else that could wrong (although maybe checking my train ticket receipt would have been a good idea so that I didn’t have to pay £92 for a train ticket that should have originally been £18). Aside from all of the dramas leading up to the shoot, the day went pretty well. The original cinematographer wasn’t available on the day that I needed her so my house mate stepped in and took the weight off my shoulders. I guided her through the types of shots that I wanted an everything seemed to be going well until the card filled up. Although this was partly my fault because I’d thought about bringing extra batteries for the camera but the idea of another memory card had occurred to me, but was quickly forgotten again. When I looked back at the footage, I found that Hayley had taken up a lot of the footage filming the photographer setting up her equipment and doing test shots. While this was helpful in showing how the shoot was put together it meant that I lost out on a lot of footage that I needed for my behind the scenes/ sneak peak videos because she forgot to turn the camera off. Luckily I realised this before the end of the shoot so took over the filming. I also noticed that a lot of the shots were shaky and out of focus because she was holding the camera rather than the tripod I had purchased to avoid this. To resolve this I will have to use quick cuts in my editing however this doesn’t help the contents of the footage. I found that the type of footage that I wanted wasn’t being captured despite giving her constant direction, however this may have been because with the last minute change of cinematographer, I didn’t have any time to brief her on what I wanted. With the photographer we worked on mood boards together, and spoke about the type of feel I wanted in great detail, but I didn’t really have the chance to do that with Hayley so there was definitely some miscommunication. In the future I will definitely make sure that I have more time to brief the people working on the project on exactly what I want despite the time constraints so that this doesn’t happen again. However, I think that the main lesson was that I should have used someone who knew how to use the camera rather than someone who could step in, in a rush. In the future if the cinematographer drops out, I think that I will do the filming myself as I think that some of the shots I captured for the video work really well. Although possibly the most important lesson from the day of shooting was just how important it is to have more than one memory card with me, especially when recording.

While I feel like my strengths lie in editing images, I’ve never attempted to edit a video before. So the entire Premiere pro experience was completely new to me and one that I initially struggled with. I had no idea what rendering clips meant or just how much failing to do it would affect my clips. Which of course meant that to begin with I would have to use Youtube as my guide and mentor.

in. Immediately after securing the venue, I started to look for songs that would set the tone of the video. The idea of creating a series of sneak peak and behind-the-scenes videos to use as promotional tools for the campaign meant that I could create short clips that were fast paced and Resembled something of a music video. Therefore I needed a song that was fast but still encompassed the

I initially followed the videos I found religiously. However, after I’d learnt a few simple effects I found that I didn’t need them as much. At this point, I enjoyed using the editing software on a trial and error basis as it allowed me to experiment and discover what other settings could do.

Theme of the campaign. My initial thought was to find a Jimi Hendrix song as the quote I used on the top has been referenced by him. Although not originally his quote I liked the idea of pulling everything together with the song. So when I found the remix of Hendrix’s ‘Fire’ everything

As I’ve spoken about earlier in my reflective journal, I wasn’t able to get the camera that I wanted from the MRC. This meant that I was dealing with grainy footage. With this in mind, I knew that I couldn’t produce something that was sleek and slow and, in all honesty, that’s not really my style of work. All of my work seems to be inclusive of or surrounded by bright vibrant colours, which is why BUNK was the perfect location for this shoot. So I wanted to create a series of videos that would show off the surrounding we were

seemed to come together. Not only does it create an interesting tempo (and ironically foreshadowed the events at Nottingham train station), it also references the research I carried out earlier in my project. Previously, I looked at the relationship between music and drugs. During which I found that 60% of musicians suffer from depression which could lead to drug abuse. As it’s no secret that Hendrix had a problem with drugs, I thought that using one of his songs would allude to this figure and show that drugs can affect anyone.

STRESS LEVELS AT 100 image source: Joe Kessler modified using Illustrator

It’s usually at this point in the project that I start to let the stress take over, and this project is no exception. Up until this point (2 weeks before the deadline) I’d been taking things one step at a time. However, with everything that went wrong with the campaign, I found myself in panic mode. I suddenly went from a calm, relaxed state of I’ve done a lot of work and I have more than enough time to finish everything else, to I have just over a week to finish everything in my sketchbook so that I can get it printed off in time for my deadline. It’s safe to say that my stress levels were through the roof and with the perspex suppliers ringing me with more bad news I was worried about finishing. So I did what I always do in this situation and got organised. I made lists (plural) for EVERYTHING. I noticed that earlier in my project making lists and breaking everything down into sections really helped me to organise my work. I can find my work a little overwhelming when I’m face with huge tasks that all need my attention at the same time, so I find that taking a step back and writing down what I need to do on ‘to-do-lists) really helps to clear my mind. I also spoke to Kat in the drop in session about losing my enthusiasm for the project because so much had gone wrong. However, I found that with everything that went wrong it made me become more organised. I think that this will help me in a future career, as I had to think about back up plans for everything I did (rather than relying on one outcome). It also improved my time management because I had to allow my self enough time for things to go wrong and for me to implement a new solution. Through this project I’ve learnt that I like everything to have a purpose, so to do so I like to take my time when researching. However, sometimes if I start to focus on the practical side of things too much I stunt my creativity and vice versa. I found that simply talking to people who hadn’t seen my project helped with this. When explaining my processes and reasoning, I found new links that I hadn’t realised were under my nose the entire time. This possibly became the most apparent when I started to think about how I wanted my portfolio to look. I talked to photography, fashion and illustration students about it and found that most of my links were subjective and different people took different ideas away from my work.

When it came to editing the images for my campaign, I split them into 2 groups. One group I planned to edit for the social media platforms. These images will be more distorted and will resemble posters as I want to use them as previews for the campaign without giving anything away. There are also a group of images that can only be used for social media due to their poor quality. Unfortunately these images were some of my favourite so I still want to include them in my project without highlighting their flaws. Usually social media platforms (like Instagram) ruin the quality of images, so I will use this to my advantage when talking about the low quality images. I do however, feel as though the graininess of my images works with the theme of my campaign as everything seems to fit into the 60’s psychedelia theme. The video I created looks like a music video from the 60’s, with it’s grainy quality and (purposeful) technical glitches. The other set of images will actually need be used in the campaign, so they can’t take away from the main purpose of the campaign (the top). For these images I just wanted to focus on enhancing the colours and effects created by the neon lights. I want the campaign to fit with the theme of the campaign but I don’t want to take it so far that the message behind the project is lost. So I increased the contrast of the images and left the distortion effects to the social media images.

As a lot of my images have a grainy nature, I wanted to print test my work large format. The venue that the photo shoot was shot at was underground and very dark, which means that the pictures were quite grainy. I’ve spoken to Kat about this and because I’ve created a video that has an old film like, 70’s feel to it, the images can carry the grain. However, I don’t want to use images that are almost entirely grainy as I think that this could work against me, especially as the images are going to be placed behind a sheet of coloured perspex. The perspex will create a layer of distortion, therefore the images can’t be too low quality. When printing the images that the quality was actually better than I thought it would be. There was of course some graininess to it but it seems to work with the images. It almost looks intentional when you look at the images next to me artefacts and research. This is due to my photographer shooting in RAW, which meant that the files are of a higher quality than a JPEG. Overall, I’m really happy with the way the campaign images look and I think that they show my style but also work with the issue and the style of the brand.

Ba2a has taught me a great deal. The first thing is that one persons luck really can be that bad. Another is that Adobe programmes really aren’t that intimidating and finally always have a plan B (and enough time to implement it) Before this year I shied away from InDesign because I was too intimidated by it. I think that this really affected the standard of my work as when looking back on last years work, I feel that it lacks the professional edge I’ve been working towards this year. Now I tend to use InDesign for most things as I’ve found that it is a reasonably easy software to use and gives my work a cleaner feel. However, I still think that I have a lot to learn with the programme and for the next project, I plan to experiment with new techniques that could really take my layouts one step further. Having said that, I do think that my layout have improved dramatically since last year because I’ve put more effort into the design of them. My Ba1a feedback was centred around the fact that my layouts were sometimes messy and didn’t reflect those of a communication student so I have made a conscious effort to fix this. Last year I didn’t bother too much with layouts which resulted in a sloppy, art like sketchbook. However this year, as we were given the task of looking at potential job roles for the future I took my role as a communication student much more serious. I want to look for job roles in the creative and marketing sectors of the industry so I know that my portfolio has to be up to scratch in order to stand any chance of getting intern ships over Summer.


Looking back on my work from this project, I definitely think that my life could have been made easier if I had collaborated with different students at the university. I think that my work could have had a much more professional feel overall if I had spoken to people studying film and fashion rather than attempting to everything by myself. Luckily the next project will allow me to do this and improve on my communication skills. Towards the end of this project the quote I used for the top in the campaign became more significant. After Nottingham train station was set on fire the weekend that I was planning on going there, I started to loose my mind. However, I feel as though I’ve learnt from all of the set backs and if anything, they’ve made me more organised. I not only had to allow enough time to see something through, but I also had to form an alternative plan and reserve enough time to put that into action. Despite this, I definitely think that my time management skills could be improved upon and would make my work look more cohesive throughout. I seem to panic mid way through my work and think that I’m running out of time so I rush through the pages. This becomes a problem when one of my pages has an essay on it and the next has a couple of sentences. This again will impact the finish of my work and could make it seem unprofessional so it’s definitely something that I will need to work on for the next project and my future career.



Reflective journal edit  
Reflective journal edit  

Ba2a reflective journal