Arthur Carey & Joanne Catlow

FAIRTRADE - YCN 2011Leeds College of Art. BA (Hons.) Graphic Design.

Arthur Carey & Joanne Catlow

FAIRTRADE - YCN 2011Leeds College of Art. BA (Hons.) Graphic Design.

Brief: Produce a viral video on a creative new level.Inspire passion in supporters of FAIRTRADE.

Response:

We decided to focus on what we could communicate effectively whilst keeping todays worryingly-fickle online audience watching.

Research highlighted that people associated FAIRTRADE with bananas, coffee and images of smiling farmers but very few knew about the diverse range of products/ways to support FAIRTRADE that existed.

Resolution:

We tried with a limited budget to make a visually engaging stop-motion animation of the wide range of products, ending with the words ‘more than just bananas’.

No. FAIRTRADE products:

1994: 32011: 3000+

CHANGE IN DIRECTION//

Initially our concept seemed exciting and fresh but when it came to actually bringing it to life it was much more difficult to make it stand out. We realised, although we were thinking outside the box, we were over complicating what needed to be a simply visually satisfying idea.

NEW DIRECTION//

Therefore, in realising our downfalls and after a crit, feedback led us to simple visual stop motion animations. No type to overcomplicate. The above images are still frames from simple stop motion animations I created for inspiration and these seemed to be really liked because of their simplicity and colour.

STORY BOARDING//

This was a vital part of the visual process. Although our story boards seemed brief they played a huge role in how we could visualise what we would do. Each small animation has its own story board.

OTHER PROCESSES//

As well as story boarding on paper we had to visualise things on screen (as this is where it would end up) and so many test shots were taken to work out products on colour and so on.

THE COLLABORATION//

Through the design process I felt Arthur and I complimented each others way of working.We are both very ideas based and this was shown throughout this project as we constantly challenged our ideas and why we had made the decisions we made. Throughout the process we were honest about what needed to be done and whether we liked what the other had produced.

SUCCESSFULL?//

It was a really successful project and I feel confident that the work produced will be perfect for my portfolio as I am intending to work for charitable organisations. I would also love to work with Arthur again as I feel together we were able to come up with an idea which was constantly challenged and so therefore worked.