I began this brief by mind mapping the key aspects and considerations for this brief, the most important being audience, media and the cliche approach.
The audience I am focussing on is 18 - 22 students, with a focus on groups of males. This audience brings with it the need for a digital campaign with accompanying printed products.
To fit the criteria that we wrote as a group, the design needs to be as original as possible.
To suit this need I am going to avoid all cliches and any aesthetics associated with outdoor adventure or forests.
Design sheet #1
A few angles I have experimented with are:
- Targeting males by attacking their lack of manliness and telling them to get adventurous
- Fake dying regrets of "should have spent more time on the internet" etc. questioning the viewers wasted time.
- Action heroes always get the girl, so get active
- Advertising nature items as new products to re-install excitement
The most successful idea out of these is the dying regrets one as this directly targets the audience, it gives them something to relate to and brings a bit of humour with it.
This is a mock up of the initial idea:
I will work with this idea further and see how far I can push it and how it can be applied to a platform.
The overall feedback from the mid-concept crit was that the idea was good but needs further work on application and that design boards are needed to clearly communicate the ideas without any vocal presentation.
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