P1/M1 Unit 3 Proposal

 Unit 3- Culture Award Proposal- Kieran Riley 

Young Visual Artist of the Year Award   

part of 'The Liverpool Cultural Arts Campaign'  

 

Introduction 

Liverpool is a city thriving with passion and talent for the arts industry; named Cultural Capital of Europe in 2008, this City has become renowned for its care to many art forms such as film, television, music, theatre, paintings/drawing, etc. 

This reputation has made Liverpool an amazing place for tourism and sightseeing; to witness the city where so many amazing artists came from, therefore a campaign and awards ceremony will help to celebrate these talents and qualities therefore helping to sustain the reputation of the city and demonstrate how creativity lives on today!

 Therefore, after posting onto social media looking for young artists in the area to put themselves forward for the award, I have found a number of talented young nominees who express their creativity through art, paintings, photography and even music videos. These will be the potential winners of the Young Visual Artist of the Year award.

Event intention: 

To draw the attention of people across the World young and old, to demonstrate the talents and artwork of the local communities within the City Region. 

The event will also be for the nominees to promote themselves to John Moores University for the chance of a potential scholarship based on their work and potential for what education the University could provide them.

On the day, attendees will be able to see nominees artwork at the museum displayed all around, and then vote at a ballot for who they believe should win, these votes are collected and counted at the end of the night and the award is given to the winning nominee.

Alongside the award for Young Visual Artist of the Year, the winning nominee will also receive a cash prize of £1000; with second and third place entries being £500 and £250 respectively.

 

Event Focus: Visual Art. Young up and coming artists, creatives specifically 18 or under. 

This will focus on drawing, painting, sculpture, mixed media, film, and theatre, as they are all artforms appreciated and appealing to a wider audience. 

 

Promotion Methods: 

• Many different print posters promoting the campaign and the visual arts award. Posters will likely be posted as advertisements on social media as well as in public on billboards and leaflets all around the city centre.

• A short AV promotional clip/ reel about the award nominees from the Liverpool community; promoting the work they produce and asking them questions about why they feel inspired them to create art and their motivation for creating and sharing it with the world.  

• This is so we can build-up excitement for the awards ceremony itself and allow the people to vote for which artist they believe should win, being able to browse galleries in the city itself or look online and watch the promotional videos to get an idea of what the artist is like and their art style. 

• The artist nominees will demonstrate unique and different forms of visual art to earn the award. This will range from drawings/paintings. photographs and even musicians presenting music videos for their work. Voting system will be via web/ social media and QR code links. 

• This mass variety of work and talent is to demonstrate not only the talent of the local community but also the variety of talent and how vastly important the young people of Liverpool are for developing the future of creative vision. 

Schedule 

The event will be held on Friday 24th November 2023 at the Liverpool World Museum, starting from 4:30pm and ending at 10:00pm.  

The event will move from outside the museum, to the galleries inside holding the artwork and even street performances outside the museum and around the city centre.  

There will also be an allocated stage nearby for performances and a projector for short films made by nominees. This stage is also where the award for Young Visual Artist of the Year is given and the winner gives their speech. 

• 4:30pm- Opening Speech from Liverpool Mayor 

• 5:00pm- Gallery open with all nominee's artwork from the local community and ballot for visitors to vote for whose art they most prefer. 

• 6:00pm- Performance begins on stage- Pantomime play 

• 7:00pm- Short Films on the projector, six in total, roughly 20 minutes each 

• 8:00pm- Nominees for Young Visual Artist go up on stage and give short speeches to whole audience introducing themselves. 

• 8:30pm- Ballots gathered and counted 

• 9:00pm- winner of Young Visual Artist is declared, winner gives short speech 

• 10:00pm- Closing Speech from Liverpool Lord Mayor 

Gallery open until 9:00pm 

Food will be available from food stalls and stands the complete day 

Street Performances found throughout the City Centre from 5:00pm to 9:00pm 

Short films made by nominees for Visual Artist of the year via the medium of AV films shown on screens and projected around City areas. 

 
 

Budget 

Stage Rental Cost- £2,800 

Food Stall Rental Cost- £6,300 

Projector Cost- £250 

Projector Screen Cost- £200 

Gallery Rental Cost- £945 (£135p/h x 7 hours) 

Theatre Performers Cost- £2,000 

Promotional Material and Distribution (Print and AV)- £1,500 

Total- £13,995 

Funding is provided via Liverpool City Council and Liverpool John Moores University looking for potential creatives to offer scholarships to for the artistic courses within the university.  
 

Culture Campaigns Research PowerPoint 

I have also attached my research into past cultural events and the starting ideas/inspiration for my own campaign and awards ceremony. 

 

Evaluation 

I started with the idea of 'Artist of the Year' but then realized that that is possibly too broad and can be referring to any considerable number of artforms such as music, theatre, paintings, etc. I then decided to narrow the category to purely Visual Art. This focusses the artwork to drawings, paintings, sculptures, films, and theatre, as they are all artforms appreciated through what the viewer or audience sees.  

I then decided to narrow the category even further, and specify the award based on age group.  

So rather than aim the award towards older people, I decided to use the demographic of young artists, specifically 18 or under, as it demonstrates an excellent message that our passion and appreciation for art which won our city Capital of Culture is still carried on to the younger generation, as well as inspiring the younger generation themselves into pursuing careers in art such as drawing, acting, film-making, etc. This ensures Liverpool can both maintain its high esteemed reputation but also encourage tourists to visit simply to experience the positive, motivational atmosphere. 

Unit 21- Culture Campaign/Award Proposal- Liverpool Cultural Arts Campaign and Young Visual Artist of the Year

 Unit 21- Culture Award Proposal

Young Visual Artist of the Year Award as apart of 'The Liverpool Cultural Arts Campaign'

Introduction

Liverpool is a city thriving with passion and talent for the arts industry, named Cultural Capital of Europe in 2008, this city has become renowned for its care to many art forms such as film, television, music, theatre, paintings/drawing, etc. This reputation has made Liverpool an amazing place for tourism and sightseeing to witness the city were so many amazing artists came from, therefore a campaign and award to help celebrate these talents and qualities will help sustain that reputation and demonstrate how it lives on today. 

Therefore, I started with the idea of 'Artist of the Year' but then realized that that is possibly too broad and can be referring to any large number of artforms such as music, theatre, sculptures, paintings, etc. I then decided to narrow the category to purely Visual Art. This focusses the artwork to drawings, paintings, sculptures, films and theatre, as they are all  artforms appreciated through what the viewer or audience sees. 

I then decided to narrow the category even further, and specify the award base on age group. So rather than aim the award towards older people, I decided to use the demographic of Young artists, specifically under 18, as it demonstrates an excellent message that our passion and appreciation for art which won our city Capital of Culture is still carried on to the younger generation, as well as inspiring the younger generation themselves into pursuing careers in art such as drawing, acting, film-making, etc. This ensures Liverpool can both maintain its high esteemed reputation but also encourage tourists to visit simply to experience the positive, motivational atmosphere.

This event intends to draw the attention of people all across the world young and old to demonstrate the talents and artwork of the local community and to help encourage younger people to pursue creative careers and be inspired by their surroundings to excel as much as they can in whatever way they desire.

We will also make use of many different kinds of promotion including many different print posters promoting the campaign and the visual arts award, but also a short AV promotional clip about the award nominees from the Liverpool community and showing off the work they produce. This is so we can build-up excitement for the awards ceremony itself and allow the people to vote for which artist they believe should win, being able to browse galleries in the city itself or look online and watch the promotional videos to get an idea of what the artist is like and their art style.

Schedule

The event will be held on the 24th November 2022 at Liverpool's World Museum, starting from 4:30pm and ending at 10:00pm. The event will move from outside the museum, to the galleries inside holding the artwork and even street performances outside the museum and around the city centre. There will also be an allocated stage nearby for performances and a projector for short films made by nominees. This stage is also where the award for Young Visual Artist of the Year is given and the winner gives their speech.

• 4:30pm- Opening Speech from Liverpool Mayor
• 5:00pm- Gallery open with all nominees artwork from the local community and ballot for visitors to vote for who's art they most prefer.
• 6:00pm- Performance begins on stage- Pantomime play
• 7:00pm- Short Films on the projector, six in total, roughly 20 minutes each
• 8:00pm- Nominees for Young Visual Artist go up on stage and give short speeches to whole audience introducing themselves.
• 8:30pm- Ballots gathered and counted
• 9:00pm- winner of Young Visual Artist is declared, winner gives short speech
• 10:00pm- Closing Speech from Liverpool Mayor 

Gallery open until 9:00pm

Food will be available from food stalls and stands whole day

Street Performances found throughout City Centre from 5:00pm to 9:00pm

Short films made by nominees for Visual Artist of the year via the medium of AV films

Budget

Stage Rental Cost- £2,800

Food Stall Rental Cost- £6,300

Projector Cost- £250

Projector Screen Cost- £200

Gallery Rental Cost- £945 (£135p/h x 7 hours)

Theatre Performers Cost- £2,000

Promotional Material and Distribution (Print and AV)- £1,500

Total- £13,995

Culture Campaigns Research PowerPoint

I have also attached my research into past cultural events and the starting ideas/inspiration for my own campaign and awards ceremony.

Unit 21- Evidence for Planning and Research for a Culture Award/Campaign

Initial Ideas PowerPoint

For Unit 21, we have to plan an culture campaign and culture award promoting the city of Liverpool, for my culture award I plan to use Young Artist of the Year for the award, this could be for visual arts, performing arts, music, etc. I can details further on with more depth but the powerpoint above is simply my initial ideas for starting to plan the campaign as a whole.

Culture Campaigns Research PowerPoint

Furthering my Unit 21 work, I have done research into previous UK based Culture Campaigns and Culture Awards in order to become aware of how to structure my own. I have also done planning and development of original ideas in order to make my own award for a Culture Campaign in Liverpool.

PowToon Screenshots PowerPoint

For my pitch, I made a short visual presentation pitch for my idea and showed the video during my recorded pitch. However due to financial issues I am unable upload the video file. I have however uploaded screenshots of each important informational slide.

Thriller Movie Posters- Placeit

Here are some example designs I have created using templates on the website Placeit.

The use of this website was to create different placeholder designs so I can develop upon these and envision how I want my final design to appear.

The photographs used are all also placeholders and helped give me inspiration for finding similar locations so I can take my own photographs using these as my creative intent. I eventually ended up choosing the graveyard design as a main inspiration for when I created my final designs using photographs at a church and graveyard.

I also created the layout using research into numerous movie posters and put details such as placeholder text which mirrors the information typically on film posters and can replicate how real designs look and how I can make mine appear detailed and realistic.

I also experimented with different fonts, seeing whether sans or sans serif fonts fit the tone of the film more and which would work better for advertising and the style of film I want audiences to expect. I decided to use a serif font more often in my designs as I wish the film promotion to appear more classical and old rather than a modern day horror film.

D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief

 D2: Demonstrate how the technical and aesthetic properties of the media components meet the client brief

Assessment Criteria for D2:

Learners are required to demonstrate how the advertisements technical and aesthetic properties meet the requirements of the clients brief and their preproduction plan. 

Learners should evaluate their final components against their client brief and demonstrate how the components support the advertisement campaign. 

THE CLIENT:

21st Century Productions Ltd.

ABOUT THE CLIENT:

21st Century Productions Ltd is a medium sized independent film company with an annual turnover of 15 million pounds. They specialise in producing high quality short film productions aimed predominantly at an audience aged between 17-25 years. 

The audience/customer is approximately 70% male and 30% female.

They have achieved a reputation in particular for producing films of the Horror/Thriller genre. It is this specialism that they wish to develop and promote.

THE BRIEF:

The company want to run an advertising campaign to increase ticket of their latest film release (Disciples). They want to produce a campaign that uses traditional poster sites at bus stops, motorway service areas and billboard facilities close to cinema locations.

The company also want to take advantage of digital advertising platforms.

Research data produced by the Data Detail Marketing and Research Company show that 70% of the target audience are more influenced by such advertising platforms.

Produce a range of visuals and proposals that present ideas for the Company’s consideration. The advertising must be appropriate to the target audience, be clear and effective in its message and cost effective.

Initial ideas and visuals should develop with the approval of the Company’s management team to produce a cutting-edge campaign that attracts the interest of potential customers and existing customers alike

My Response

When beginning to plan the advertisement designs, the components I planned to develop were print adverts and posters. This is because poster designs are commonly more seen by the public and potential target audiences, as any audio or audio-video adverts would have to be consciously clicked on and watched, meaning not many people are going to see the advert unless they are already interested in the product. Unlike print adverts, as they are designed to instantly catch the eye and garner interest from just a glance. They are also more likely to be seen since posters are placed in many public areas such as on buses or billboards along the road. They can also appear on the internet via pop up ads, social media posts, etc.

In order to begin making print designs, I drew thumbnail design sketches for what I planned the final posters and billboards to look like. Following codes and conventions from my research into advertisement of horror/thriller films to create as many different variations as I could until eventually deciding which thumbnails I would develop into real designs and which I wouldn't.

As shown below, I believe my poster design perfectly fits the codes and conventions of the horror/thriller genre. For example, I have used a mostly dark colour palette, yet contrast it with much bolder colours to draw the viewers eye where I want them to look, more specifically with red, connoting blood and danger. This is also used in the poster for It (2017) and the similarities between this design and mine demonstrate my understanding of genre conventions and how I can communicate with and reach my desired target audience.

 

I believe my print advertising product fulfilled the brief to the best of my ability, and used the guidelines given to create the best possible product. For example, the brief states that the production company "want to produce a campaign that uses traditional poster sites at bus stops, motorway service areas and billboard facilities." Therefore I made both traditional poster designs but also alternative billboard posters that would fit in public areas, as shown from the images below.

I also believe my poster and billboard designs to be incredibly cost-effective, as the posters themselves are quite simple and minimalist in design, using less to achieve more, and so the production value for these is relatively low for the props, photos of locations, etc. Aswell as costs to display the designs on billboards in public, thereby saving money and advertising to focus on the production and post-production funds.

Overall, I believe I have achieved the goal of the brief to the best of my ability, and created an advertising campaign which catches eyes and demonstrates codes and conventions of horror/thriller movies and lives up to the production company's record. The approach of design is much more classic than modern, and makes use of colour contrast and ominous aesthetics to catch the interest of the desired target audience and what they're interested in seeing.

I also believe I developed the brief by creating the website shown above. The brief states "The company also want to take advantage of digital advertising platforms." and that "70% of the target audience are more influenced by such platforms. 

Therefore, I created a website around the production company and promoted the film within the about section. This creates an online platform in which people can find the film and share to others to garner interest, spreading promotion across a digital space much more effectively than physical posters and billboards in public.

https://kieranriley2104.wixsite.com/website/about

D1: Discuss the legal and ethical constraints within the planned campaign

D1: Discuss the legal and ethical constraints within the planned campaign (*Synoptic assessment from Unit 1 Media products and audiences)
Assessment Criteria for D1:

 YOU are required to discuss the legal and ethical issues applicable to your planned advertising campaign. 

What do I have to do? (This is an individual task!)

Produce a word processed report (at least 750 words) where you list the legal and ethical issues that you think will be applicable your planned campaign.

Legal and Ethical issues are about ensuring that a product being created does not cause any offence by containing harmful messages implicit or explicit towards a certain group of people, representing them with respect, dignity and sensitivity. This could possibly be suggested from my Thriller film promotional material as the imagery being used in a religious setting with churches and crosses featuring in my posters. This implication could possibly be considered harmful to the Christian community and could be inferred I'm attempting to label Christians as murderous and cult-like. 

In resolving this issue, I mainly utilised gravestones in some poster designs and edited them to look like the graves are stained with blood, this implies it has been tainted with by something unholy and not representative of true christianity or it's beliefs. This ensures that any concerned viewers cannot claim the legal act of Slander, as the promotional products and film itself make no false accusations or implications of any kind, keeping in mind when creating the product that anyone who could potentially feel this way doesn't because of the handling of the representation.

The films plot and editing will be created with this idea in mind as to avoid anything that could be claimed as legal slander. Portraying the subject anatagonists in the film as being against actual practiced christian values yet still religious. This means that for a practicing christian viewer, they do not feel slandered or mis-represented.

Another possible cause for issues would be the use of blood in the posters and billboards. All final designs feature bloodstains on the background gravestones as well as deep red text for the title. It's very possible that parents could take issue with this design being shown in public due to its graphic deptictions, worrying in case children see it. I believe I resolved this issue by using as much subtly as possible in the graphic details. I show only the blood and the gravestones, meaning adults and more mature people will see the poster and be able to link the two mentally and understand the films genre and what to expect, while children will likely be left oblivious and overlook it without a second thought, easing the concerns of parents worried about their children seeing violence on a film poster.

These changes did slightly put constraints on my original ideas, as I had envisioned a poster design featuring a masked, cloaked figure holding an axe, with the figure itself concealed in darkness and shadow. I believe this would've given a sense of ominous fear to the viewer via introducing the antagonist of the film so the audience can both become familiar enough with the characters presence to still be threatened, while also keeping mysterious and leaving the audience asking more questions. Therefore not using the idea left a few constraints on my vision for the final designs.

I believe I resolved this constraint by simply further emphasising the intended affect of my other designs. For example, when using images of gravestones and adapting them to poster designs, I made the picture entirely black and white, and only added colour from the red bloodstains and red text. This contrast of colourless background to deep red text is used to catch the eye of anyone walking past and spotting the poster while in public, alongside the threatening tagline "Pray for their mercy." The target audience of people looking for an ominous, unsettling thriller is instantly reached by this design and how the message is instantly communicated.