Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Initial Ideas for Posters

Poster designs by Aneta

We are quite confused about the slogan because in the survey people have voted for two different ones. The most favourite ones were 'Why use my skin when your is already beautiful enough?' and the second one 'Everyone has got it's own purpose mine isn't to be on your back'. We have dissuaded that I should create the posters first with both slogans so then we can create a questionnaire and ask people which is the most interesting approach.

Aneta started to experiment with the type/colours and layout for the posters also with the photos. For the first set of pictures she has used the typeface Bebas Neue font in 34 pt highlighting only word 'MY' in the first photos and 'purpose' in the second set of photos to make them stand out more from rest of the text.

Moreover she decided to start with very simple approach using only text with the logo of the Fur for animals campaign. The word 'MY' and 'PURPOSE' is in the same colour as their existing symbol. After some research on some existing posters she inspired to do the layout of the text and colour from designer Barbara Kruger. She didn't emphasise the used a lot of red colour as Kruger is doing because we are going with the friendly and emotional approach.

'Why use my skin when your is already beautiful enough?' 

As a group we agreed that the model is looking to happy on this one and it doesn't really suit the slogan and idea behind it. So she have decided to look for more photos with less happy emotions. 

Here is what she has found: 

 'Everyone has got it's own purpose mine isn't to be on your back'

Here is the second set of pictures with different approach from the first one. She has created them in the same style as the first approach only changing the slogan. 

The second idea was to create posters inspired by Stella Maccartney. As a group I thought it would be good to create something friendly and emotional by using this type of nature, flowers in pastel colours.  It was also the first idea to use the poster containing lots of nature like plants to show the connection with the video which supposed to be about the mother nature. 

She has also tested it with the slogan and logo of the campaign. 

Visit to the 20th International Contemporary Artist's Book Fair - The Tetley

Today I went to the Tetley, to see the 20th International Contemporary Artist's Book Fair. During this trip, I was inspired by many of the publications which were presented. Especially the way the book's layout, binding methods, colour scheme and specifically the use of words/typefaces used. 

Everything in the exhibition was very interesting to look at, I especially liked the publications that had a simple yet powerful approach. This is sort of style of work is something which I am interested to further develop not only in my own work but also personal work. There were many floors that showed these various types of publications, some were more complex than others and some were just simple.

I like the craftsmanship within the publication as it all varied in what the artist personal talent or signature of work. For example, many did paper stencil work (making the paper appear 3D), calligraphy of different languages, choice of colours (pastel, vivid, dark and light) and especially the one which has a story behind it meaning. 

From what I can take from this visit experience is the way the publication have been made by the these publications have been constructed together. There are so many ways of putting a book together and how it opens. I believe I will try and use these techniques for other briefs which could become a good publication. Next is the art style of the publication, some had some illustrations, others collages, many ripping and tearing, laser printing and the so much more.

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | First Concept for Video/Photoshoot

First Concept Idea for the Video/Photoshoot

During another group discussion, we were deciding on what concept to approach the audience. By taking note of the inspiration videos and aspects on how they were filmed, we decided to go for a concept as a Glamorous women in a big coat walking down the streets in London and then comes across a poster with a rabbit. Then the rabbit pops out of the poster into the women hand. She then see the horrors the rabbit would have gone through for people to purchase their fur. She griefs and then transforms to mother nature, a protector of nature and animals. It will then end with the slogan and a message. 

Feedback from Tutors and Peers based on the Concept

• Majority of the feedback, said the concept is good. But it might be better if she did't fully transform to mother nature appearance. As the message would be never to buy any type of fur and always become this kind of hippy stereotype figure. Even though people should dress the way they want to be. It is not good to restrict them to a certain amount. 
• Next feedback we got given is that mother nature concept could be added onto the video like the model could have a bit of a flower on her head or even some calm pastel colours to depict how she has changed her opinion on fur. She could even have a small fake fur would be good around her at the end. 
• Majority said adding a small bit of fake fur onto the video would be good. like a scarf or bag? 
• Don't exaggerate the makeup so much, at the beginning of the video. In the end she should look as equally glamorous put maybe in different style. 
• Many said that it wouldn't be a good idea to film with a rabbit in an outdoor environment, there are dangers of it escaping. Maybe get some fake outdoors props? 
• Maybe add some graphical images into it? As the concept is too light hearted and not so serious. The audience may just disregard it as they would do. I think using more graphical images might provoke them better. 
• Or maybe use something which can represent blood, like strips of red silk? 

After all the feedback we received, we still wanted to do an emotional approach to the video and photoshoot. Their will be some elements that we will keep and some that will be slightly altered. Overall, most of the feedback was generally positive which as a group are happy about. 

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Preparing for 2nd Photoshoot

Aneta leading with second photoshoot

For our luck we get the permission to bring the rabbit into the photography studio at school it gave us a lot of facilitation to use professional photography studio, get access to professional lights and equipment. Aneta will also work with new model as we need more new photographs, this will allow us to have more photos to chose from, for the final ones. The photo shoot would be similar to the first one as the model will be wearing the faux fur in the same colour as the rabbit's fur. Aneta will try to make the photos which will make people feel some emotions towards it. Aneta have done a bit of research on how the model could look like, what poses Aneta can ask her to do with the animal.


 

 

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Photoshoot with Farm animals

Referring back to our first photoshoot for the 'Fur for Animals' campaign posters, our group believe we found it all really successful. Especially when taking pictures with real life animals which their fur is used for clothing. 

We then decided to be a bit more ambiguous with Aneta's photography skills that we wanted to take pictures of another animal victim of fur, which are sheeps in a field. So we decide to contact a few farms around Leeds, and see if we are able to take pictures with them. 

Unfortunately, a few days passed and there were no replies from any of the farms we contacted. In the end, Aneta called the farm and they said it wouldn't be possible as the sheep are not as tamed. There will be accidents and incidents, but they did say we could take them but we would have to behind the fence. 

Therefore we had to come up with a different plan. The next plan is to try and ask our University, photography studios to allows us to take a rabbit with us to photograph. As the previous photographs were successful, we though it would be best to use different models with the rabbit. Plus the rabbit is a very calm animal to control. But before we are allowed to do this, we had to fill in health and safety form. Which will allows us to take the rabbit in the University grounds. 

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Existing Poster

Research done by Bobonut 

Poster is the most direct and efficient way to spread message around the world since it is very easy to distribute, it is just a poster, not a video, so the distribute platform is much wider, it can basically appear in most public space without a high budget. Base on this brief, there are lots of related exist brilliant examples. A different tone of voice and style will always affect the audience experience.

There are some friendly approach poster examples: 

Some related examples on the same issue.

The first one is a very successful poster for fur trade issue, a really good use of puds and distributes clear message to the public, more important it will be memorable because of the good use of the approach. The second poster is telling the audience there are better ways to feel fur. Also the third poster contains friendly and cute approach to distribute message directly.

Bobonut has also looked for for containing emotional approach: 

Some examples of emotional approach relates to animal fur trade. The first example of the image which arouse audience compassion for fur because its seeing family members suffer or like a fate for the foxes that cannot escape through generations. The second image concludes human ends the nature evolution. The last example shows a strong image that explains everything without a word, and it is very powerful and convincing. 

Other posters: 

There are some other very powerful posters on the fur trade issue. The first example shows a creative way to distribute the content, simple and clear. The second example explains how the fur from the wild gets to the consumers or buyers body, this explains how it can stop if the consumer stop buying fur is going to make a huge impact on the issue since the buyer is actually on the top of the pyramid hierarchy and plays the most important role on fur trade issue. The third example represents some kind of reverse thinking idea that try to let the audience think about the issue like what if human is the species that being wear. The fourth example shows a really strong image with clear message and try to explain fur is not in the trend and it is not popular or fashionable, its dead or it costs life to wear fur. Fifth example of the poster basically explains what cost for fur trade and the relationship between fur and fashion. 

Some posters actually just use words to explain everything, but it might not be as catchy as strong and clear image or short sentence and slogans. Examples: 

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Stella McCartney Research

Research on Stella McCartney done by Aneta

Stella McCartney

Stella Nina McCartney, OBE is an English fashion designer. She is the daughter of former Beatles member Paul McCartney and American musician, photographer and animal rights activist Linda McCartney. In an industry where designers rarely take an admirable position on anything, Stella McCartney’s opposition to animal cruelty has been consistent and vocal. 

Her interest in fashion started at an early age and by 13 she had begun to make her own clothes. Three years later she undertook an internship with Christian Lacroix, after which she completed an art foundation at Ravensbourne College and then a degree in fashion design at Central Saints Martins. After graduating, she shadowed Savile Row tailor Edward Sexton to learn more about the craft.

She is renowned for her sharp, simple tailoring with a feminine edge and considerate approach to wearable design. "It's not about what it looks like in the studio or on the runway," she once told WWD. "It's what it looks like on a real person that matters. That isn't easy, but it's what's fun." Following in the footsteps of her mother Linda, she is a staunch supporter of animal rights and a strict vegetarian - she refuses to use leather or fur in any of her designs. Instead, her shoes are made of vinyl or plastic and all belts and bags are made from raffia and fabric.

A lifelong vegetarian, McCartney does not use any leather or fur in her designs. She supports PETA. Some of McCartney's designs have text that elaborates on her "no animal" policy; for example, one of her jackets for Adidas says, "suitable for sporty vegetarians" on the sleeve. She does use wool, silk, and other animal-derived fabrics in her designs.

Her work 

'As a designer, I like to work with fabrics that don't bleed; that's why I avoid all animals skins' - Stella Maccartney.

As a group we have decided to use Stella Maccartney's work as an inspiration. She's uses lots of nature like flowers/animals in her posters for fashion and perfume advertisements. The designs are very bright, the model is in black and white colours which is perfectly creating a contrast between the model and flowers in the pastel colours giving an unique look. This gave us an idea of adding a bit of nature to the video. Also for using pastel colours for the model's make up, cloths etc.

Video for PETA 

Aneta has also found during her research a video which Stella Mccarteny has done for PETA about why she chooses to leave leather out of her collection. The video is created for people to learn the facts about leather's extreme cruelty, environmental destruction, and human health costs and pledge never to wear animal skins again.

Because skin is the most economically important co-product of the meat industry, buying leather directly contributes to factory farms and slaughterhouses—and all the cruelty involved. Purchasing the skins of cows raised in the U.S. likely pays for the horrors of factory farming, including castration, branding, tail-docking, and dehorning—all without any painkillers. Leather sourced from developing countries such as India and China may have come from animals who experienced untold suffering—such as being dismembered while they're still conscious—since animal welfare laws there are either non-existent or not enforced. Stella avoids financing any of this barbarity by refusing to wear the skins of tortured animals.