1: HMV - promoting downloadable music from hmv.co.uk
2: Rennie - Deflatine promo.
So earlier this week we went for our first pitch to ICM regarding the Chip Shop awards. To put simply, we didn't win.
We learnt a lot about the group we were in, as we've never worked together before but soon we realised we were very much similar in our strengths in design as we struggled to think of advertising ideas. Due to a lack of sharpness since first year, I think we struggled to be adventurous when responding to the brief, we've been out of practice of thinking creatively for a while, the last time I did a brief with such broad boundaries was before christmas for the first module this year for "stop telling me" campaign. This year I think me, anabel and toni have all chosen to do briefs with boundaries and set restrictions as this is how we like to work. With boundaries you can manipulate, break, cling onto and exploit, but the chip shop awards is a do anything with whatever you want to do.
One aspect I think was positive was our ability to come up with visual ideas very quickly, we weren't afraid of taking our idea and mocking up. The skill we lacked was defining our boundaries and I genuinely believe that was due to lack of practice. I've taken measures of this by making sure all the briefs I'm working on are defined, audience, context, tone of voice, background etc...
Next time I think we will produce something better, its been an interesting experience and I'd be lying if I said it didn't hinder my confidence but I learn from mistakes.
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