#subjectincontext

https://www.youtube.com/watch?v=2wU8H8dUE0g

https://www.youtube.com/watch?v=eQNZZm0lPC0&t=2s

Here are the links of the video of my interactive experience video being used in the interactive experience area in the shop.

Creating The Final Outcome (Imagery For Video and Final Video) - Dr Martens Interactive Retail Experience

These are the images I made for my video for the interactive experience. Each image represents a time period which the boots were worn by notable individuals such as Miley Cyrus in the Wrecking Ball video and The Who. The images will be used in a sound and imagery based video where the sound and imagery tells the story of the 1460 boots without any dialog or text since different generations of customers could recognise the sounds and relate it to a certain time period

For my final idea of an interactive window display is a narrative based piece based around the sense of hearing. After exploring the possibilities of senses I have decided I want to use sound to tell the story of the history of Dr Martens and their most famous boot the 1460.

The sounds will be based on a period in history of the boot and how people expressed themselves by wearing the boots. Here are the topics I will explore and sounds to match the topics:

>Creation of the boots- sounds could be army troops since the creator of the boot was an army doctor during the war.

>The purpose of the boots, working boots- sounds could be men at work using machinery.

>1950-1960 the mod movement and the Who- sounds could be vespa motorbikes and music in the genre soul, ska and R&B, for the Who the sounds could be any of their music which was popular at that time.

>1960-1970 the skin head movement and police- sounds could be music that skin heads enjoyed such as Jamaican rude boy and then clashing with the police so sounds of police riots.

>1970-1980 goths and punks- sounds could be the music at the time which they listened to.

>1980-1990 the grunge movement and Marc Jacobs runway- sounds could be the grunge music and for the runway the camera shutters of the photographer and announcement of the collection.

>Now- sounds relating could be the music industry which have used the boots, up and coming musicians and artists.

From this I will create a storyboard and scan the images in to create a short motion piece including these sounds and imagery. The proposed final piece would be the motion piece displayed in the window of the shop, so I will create a store layout to show where this motion piece will be displayed and the product the piece is about. The methods I will use to do this will be storyboarding, drawing, Illustrator, After Effects, Premiere Pro and perspective drawing.

Here are some ideas for the images.

My chosen idea is to focus on the drink driver themselves and the victim, I liked my idea of the identity parade where the drink driver is picking his victim from behind the screen and then the accident is arranged. This is to flip the perspective of a drink driver in the sense of if you choose to drink drive you are making the choice to potentially take a life, and by showing it in this form it is aa surreal way of explaining what could happen.

I made some sketches of a potential moving image piece based on this idea by doing some storyboards, I split this up into three sketches, start middle and end. For the start in general I want the drink driver to be placed at a bar/ pub where they are drinking, and their car keys are in clear view.

For the middle portion of this I haven’t decided which image to use, I have several options such as:

>The identity parade where there are five potential victims of drink driving and the drink driver selects his victim.

>A social media app for example a dating app where you swipe through aa selection of victims and arrange the drink driving accident. The drink driver can select his victim which specifications such as gender, age, career and penalties the driver may face.

> The drink driver going up to the bar for another drink. This could make it more obvious to the audience with the intentions of the driver to carry on drinking, but it may be a waste of the middle frame of the storyboard.

> The drink driver using the tv remote to use the tv. This idea is that instead of selecting a tv channel the driver can pick a victim which is represented by each channel, and the tv guide is a ‘catalogue’ of potential victims. This could be relevant since most men visit the pub or bar to watch a sporting event and drink, so changing it to the potential outcome could be a warning.

For the end part of this I will decide what image to use once I have decided on the middle portion, here are some options I could use:

>The drink driver meeting his victim at the road or address agreed for the accident to happen. This could reflect how unfortunately the victim was at the wrong place at the wrong time and how due to the preventable actions of the driver will have their lives changed for ever. By interoperating this as a planned event it shows how easy it is to drink over the legal limit and cause an accident and change lives forever.

>Confirmation email. This could be after the driver has picked his email and agreed to the terms and conditions, the terms and conditions could be the consequences of the drink driving for example a fine, jail sentence or losing their license. The email could also show details of the victim.

>The drink driver hitting their victim with the view point of the driver in the car (from the backseat).

Here are some storyboards I have made, the middle and end portions of each storyboard are not related they’re just ideas I had at the time but can re arrange to match different images.

WHAT TO DO NEXT

For my research I visited the governments website to look at statistics of drink driving, especially within my target audience age group to see how much of an impact drink driving has. Even though over the years the numbers of drink driving accidents have decreased there is still room for improvement.

I also visited the NHS website to research the effects of alcohol and how drinkers are unaware of the levels of alcohol in their bodies without showing any signs of being drunk, this then leads to people thinking they’re ok to drive when in fact they’re over the limit.

For the moodboards I looked at previous drink drive campaigns by Think! and others made by creatives featured on Pinterest and Behance. In my opinion some of the Think! campaigns are effective for example the split face campaign showing the many faces who are involved with drink driving incidents, not just the victim and the guilty. Other Think! campaigns are simple and over done for example the beer glass and the placement of the pub. The other campaigns online are better thought out and use different methods such as ambient media using the environment in a drink drive accident as a part of the campaign.

Initially I had no ideas, compared to the first brief I was overwhelmed since this topic has been done so many times and there are many obvious choices to go such as beer bottles, pub and car. It took me a while to begin brainstorming since I could only think of the obvious ideas so I stayed away from the idea generation to distract myself, which could steer me away from obvious ideas and come up with more creative ideas.

I looked at the following ideas:

Tools Used to Convict

This idea was to use the tools used to convict the drink driver and use them somehow to display information about drink driving such as how close you are to the legal alcohol limit, measure the extent of a fine and jail time.

Effect of Alcohol on Driving

I looked at the main effects of drink driving to see if it could incorporate into the outcome, an example of this could be distorted vision where the outcome could be blurred or glitched.

Possible Methods of Outcome

Here I looked at possible methods of outcome, for example I used to make anamorphic illusions and I had an idea of incorporating it into the project by using a projection of text which is distorted which can be used to represent how a drunk driver sees.

Looking at Different Perspectives

This was the idea of looking at other people’s perspective of drink driving and anything related to drink driving. An example of this could be the prosecution side of things, where the law is involved and what is the process of prosecution such as involving solicitors, court, the jury and the result.

The Victim

This idea was to look at this from the perspective of the victim and what they must endure during this process I had the idea of flipping the situation from the guilty person and the victim, this is the identity parade where the guilty picks his victim and not the victim picking the guilty.

We have been given a specific target audience, this helps a lot with create target audience personas and getting to know the target audience more personally.  Since the age range is 17 to 24 I have decided to do two personas, one of the youngest target audience age and one of the oldest. The 17-year-old persona will be about a beginner at driving for example just passed the test and still in education, and the 24 year old would be more experienced in driving and a working professional.

Liam, 17 year old:

Liam is a persona based on my brother who is learning to drive and is still in education. Liam is currently in his last year of sixth form with plans to continue his education at university. He has passed his driving test after only three months learning with a professional instructor and his dad. He has a part time job in his local pub as a waiter which his works most weekends. In Liam’s spare time he enjoys hanging out with his friends on the weekends and experimenting with music and instruments.

Jonathan, 24 year old:

Jonathan is a 24 year old working professional who has a career in finance and marketing, after completing his degree in business and marketing he jumped straight into a career. He considers himself as doing well at his age, owning his own apartment and expensive car, which he has worked for. In his spare time Jonathan enjoys spending time with his friends, going out clubbing and enjoying amusements.