Stephanie Fung: Foundation at LCC - Brief 4

Foundation at LCC - Brief 4 - The Way of Kubrick

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Project 4: The aim of this brief was to create an advertising campaign with a remake of a Stanley Kubrick film. We had to use 4 out of the 5 facility areas of the university and had to make sure that the 4 outcomes were coherent.

I had not heard of Kubrick prior to this brief. This meant I had to do extensive research about his films and the way that he worked. I was able to discover from the Kubrick archive that he is very meticulous and passionate with the way he works, if not obsessive with detail. His films were not my usual style however I do respect the amount of detail that he went into for his films. In the end I had chosen Eyes Wide Shut to be the film for my campaign because it was the only storyline which caught my attention.

My remake was to modernise the setting to the celebrity world where reality and stardom are mixed into an ambiguous mess. Celebrities are always putting on a farce when facing the public and you never know whether they are being genuine or not. The theme was “hidden” and I began to research into the celebrity world of how they are portrayed and the ways they act. Everything was exaggerated from reality and the media presents them in an unrealistic flawless way.

Thus, I decided to use the colours black and gold to follow on the glamorous theme and I also had chosen a highlight piece (a venetian mask used in the elite cult scene) as my initial interactive piece. As the weeks went by I found myself fully immersed into the process areas of the university and experimented with many new processes such as book binding, embossing and laser cutting. These workshops enabled me to create my final pieces for my campaign.

I knew I wanted to emphasize the hidden theme thus I thought of ways I could use that within my project. First of all I rebranded the logo and used that to connect all of my outcomes. Next I used laser cutting to cut out the logo on the leaflets and book marks to carry on the hidden theme. I also used the laser cutter to cut my venetian masks which I designed to be used as a perk for watching the film. I also combined my skills from the embossing and book binding workshop to create a sketchbook with the logo embossed on the cover. Embossing works well for the hidden theme because the type can only be seen when light is shone onto it. Lastly, I decided to learn to use after effects to create a kinetic typography trailer for the film. It was challenging however I was able to finish it with countless self-teaching from Youtube. Thus with countless trial and error I was able to create successful coherent pieces of work.

The final outcomes were:

1. Bookmark – (3D and print finishing)

2. Leaflet – (3D and print finishing and reprographics)

3. Venetian Mask – (3D)

4. Sketchbook – (printmaking)

5. Trailer – (moving image)

Even though the brief asked for 4 outcomes, I found it easy to surpass that number because I believe I handled my time very well for this brief. I also enjoyed it very much because advertising and marketing is a field I am very interested in. Moreover with extra time to spare, I was able to develop ideas of possible packaging for the bookmark and masks. If I had more time, I would have completed the packaging for the bookmark and masks. This project was enjoyable and is my favourite brief so far, I felt that I learnt a lot and was more able to use the university’s facilities compared to a month ago.