I have Been working on the typographic element to acompany the Ministry campaign 'Adults Only' Typographic design, inspired by neon signage/censorship bars
possible promo applications, poster etc
Dan flavin neon tubing
(untitled 1979)
Custom font and designs inspired by censorship bars/neon signage. certificate 18 allows censorship to be removed.
Here are some ideas for cd packaging for the 18+ campaign Again the themes are obvious, in the sense that nudity and censorship are related to 18+ material.However, the censorship bar being a sticker pasted over the cover of the topless model AFTER the cd cover has been printed add nice original detailing. The great thing about this project is that it gives me an opportunity to have some fun and be cheeky with my design. The detail on the cd cover for example is a breast, however this may not be totally apparant until the finger of the person using the cd is through the cd hole, (the finger becomes the nipple for those who didn't notice) This has quite a clean graphical style, i also wanted to try a more 'sleazy, adult entertainment' approach
Due to the viral side of my project featuring the use of a projector i think its necisarry for it to be referenced within some of the other print based designs,
Loving the projections on the naked form such as Robert brown John's 'From Russia With Love' title seq this would work well for posters aswell as some motion graphic work
Photography by Ceasar Lima
as well as projecting figurative images, type can also be given the same treatment so nice images by designer Tobias Battenberg projecting Akzidenz Grotesque then photographing it
Found this fantastic designer Pedro Vilas Boas, just very cool! loving the relationship between the big bold font and image, big block color
Another very cool image from Boas
Here is some more visual research relating to more adult themes.
I really like the sleazy feel that eminates from pornography circa 1970/80 The fonts, the colours, the hair all make for a very suggestive visual combination Also neon signage has some great connotations, and fits with the clubs aesthetic. I must stress that it is only elements of this vintage 'xxx' era that appeals to me, the faux glamour,lucid colours and design. If i were to incorperate this into my design it would reference rather than parody. this is a modern campaign for a modern club so the design must still be new and innovative.
Diesels XXX campaign makes good use of this, although rather than taking something and making it rude, such as Ministrys approach, it is doing the opposite, something very explicit into something 'acceptable'
This will help provide me with material for other aspects of the campaign such as logo re design, more to come....
For my Final Major Project i will be working with Ministry of Sound on a campaign promoting the run up to the brands 18th birthday. This campaign centers around capturing the excitement people feel when they turn 18. Thus giving the Ministry of Sound brand a shot of youthful energy and allowing the brand to engage with, and appeal to, younger consumers.
The central concept revolves around the notion of "rated 18" The campaign should be rude, sexy and exciting.
Other themes of the campaign include altering things that were once intended for a broader audience but by one means or another are changed so that they become suitable for adults only...
IT STARTS:
I have just returned from a meeting with Ministry of Sound and my core concept has been approved and will now be expanded. When i filled out my FMP pro-forma i stated in outcomes that i wanted to work on a moving image piece (viral) and print based material (poster campaign). At this stage i am concentrating on the moving image piece which will culminate as a viral/series of virals to appear online (youtube/ministry tv etc)
GUERRILLA OFFENSIVE!
Ministry stated clearly that this is to be a TEASER campaign and emphasis was to be drawn to the "18" logo as opposed to the Ministry of sound logo.
The campaign was also to utilize guerrilla advertising tactics as a means to bring the 18 logo into the public eye, rousing peoples interest and familiarity with the 18 symbol in the early stages, without making a direct link to Ministry of sound. Ministry were clear in stating that the campaign was to have an 'underground feel' in the preliminary promotional stage. The purpose of this is, when the 18th celebration commences and the link to Ministry is fully realized, sufficient interest will have been built up by the public and the final 'pay-off' that it is a Ministry related campaign should result in a successful birthday celebration.
VIRAL CONCEPT/ MINISTRY STREAKERS
Its obvious to say that nudity is an immediate attention grabber within campaigns and due to the nature of the campaign, nudity and partial nudity are extremely relevant. So i began thinking of ways to do this in a new and exciting way.
The Idea i am going with is using Ministry branded streakers and flashers (young and sexy).
Ministry branded streakers/flashers become a live billboard solution as a way of catching the public's attention while promoting any information on the campaign that was necessary.
I would film, in a studio, boys and girls with not much on, running, jumping, undressing and dancing
The film will then be taken onto a digital projector and projected out the side of a moving car through the streets of London at night
This video 'Wildlife' uses one of the techniques i shall be using within my own shoot, this was done by shooting a projector out the side of a moving car.
roof mounted projector,
urban projection is a really exciting and interesting way of displaying information to the public on a large scale
here are some excellent pictures taken by Graffiti Research Lab (1.) and FHM (2.) featuring some huge scale designs. 1. 2.
In terms of communication the method is very effective, i love the idea of any surface being fair game for you design work to become part of the city's architecture be shown by any number of people, making this a great medium for the Ministry campaign
Ministry streakers/flashers could appear in any public space. The movement of the car coupled with the running motion of the streaker gives a great effect, it also fits really well with the guerrilla aspect of the rated 18 campaign. the naked streakers will shock and generate some great reactions from pedestrians, and any information about ministry's 18th or the campaign could be incorporated with the technique (banners, logos carried by or on the streakers) these would be used to censor the streakers while providing a vehicle for information.
Here is a video by Toe Jam featuring innovative uses of the traditional 'censorship bars' seen on tv:
I visited a streaking website and asked what it was about streaking that was so appealing, the main response was the attention and excitement, one even compared it to "being like a rock star" It was also freedom, to be rude but not overly offensive and i think that is in keeping within the ethos of an 18th birthday, where YOU are the center of attention and now that you are 18 you have all the freedom that comes with it.
(mock up 'flasher' image and FHM projecting Gail Porter onto the Houses of Parliament)
I would be projecting these images for 2 reasons. 1 is that the projector will allow any public space to be used (or abused) with varying sizes from life like to giant)
The second reason is that these young sexy people are clubbers, creatures of the night, they are part of the night life of London city, and having them appearing bright and luminous over London's architecture would make for an exciting and relevant spectacle.
Now the concept approach has been decided the next step is story boarding and location shoots...stay posted
VIRAL CONTENT
This video 'Stress' by Justice contains an energy in which i want my streakers/flashers and projected youth to behave. It contains real reckless energy and while it is far move violent than i want my characters to act, i still want them to be an army of the night. The idea is that they will come out once the sun is down and gradually make their way through the city's architecture, corrupting london as they go
Working with Simon Moore, Creative Director of Ministry of Sound to promote a new identity and campaign celebrating Ministry of Sounds’ 18th birthday.
CONTEXT
Working with Ministry of Sound, the projects main aim is to capture and project the excitement people feel when they turn 18. Thus giving the brand a shot of youthful energy and allowing Ministry to engage, and appeal to younger consumers. The central concept revolves around the idea of changing the tone of existing items and making them carry an 18 certificate. Focusing predominantly on material or situations that were originally intended for a broader audience, that, by some means or another, are altered so they become suitable for adults only.
RATIONALE
Graphics, photography and filmmaking, always have been areas of major interest to me. A project such as this has the potential to be strongly developed within these media platforms, while being associated with a high profile client.
SKILLS EVIDENCE: TOPICALITY AND FUTURE PROJECTION POTENTIAL
Innovative methods of campaign and product promotion are consistently emerging within the design world. Ministry have expressed a great deal of interest towards ‘Guerilla Advertising’ which is very ‘of the moment’. This project will allow the development of current techniques of gaining public interest.
INTELLECTUAL RIGOR AND DEBATE
How to gain the interest of the public and keep building curiosity about the emerging ‘certificate 18’ campaign identity, ultimately, culminating in a successful birthday celebration for Ministry of Sound
FOCUS OF RESEARCH AND ANALYSIS
Researching successful campaigns that utilise similar themes and outcomes to Ministry’s. For example Diesel’s ‘xXx’ campaign. Also research into appropriate visual styles and themes (the photography of David LaChapelle for example) guerrilla advertising techniques
PRACTICAL SKILLS INVOLVED
Art Direction, Film making and Editing
SUSTAINABILITY AND CONTENT
I will be in contact with Simon Moore throughout the whole of the campaign, getting concepts approved and being updated on the possible next steps for the project. It will be a lengthy process as the outcomes of the project will take several forms (e.g virals, posters, packaging) and thus will add to the longevity of the campaign. Ministry’s 18th birthday will be taking place within September. I want the quality to be of a high standard, fo example shooting a viral will require storyboarding, location scouting, casting, as well as shooting and editing
PROJECTION OF PROFESSIONAL OR FURTHER RESEARCH AMBITIONS
Video production, graphics and promotion within the music industry are very much areas that I am enthusiastic about. For me design and music are an ideal partnership. Working on a ‘live’ brief for a brand such as Ministry of Sound, is an excellent opportunity to experience the design aspect of an industry I am keen to be a part of.
ELEMENTS OF RISK OR CHALLENGE
- The entire campaign has a focus on adult only content, therefore it’s high profile and explicit nature may be a cause of controversy during the promotional stages. - Getting the tone exactly right, this is imperative to the success of the project. - Finding and casting the right models for viral shots involving nudity
PREDICTED OUTCOMES
Promotional material that accompanies the Ministry teaser campaign, this will include high quality virals and print based promotional material for use within guerrilla advertising
MANUFACTURING AND PRODUCTION ISSUES
- Sourcing cheap but high quality print production of promotional material - equipment for out door projection shoot
OPPORTUNITY FOR PROFESSIONAL FEEDBACK
I will be working directly with Ministry of Sounds Creative Director Simon Moore and from time to time Yvonne Power who is in charge of the campaign. This will allow me to gain insight and professional feedback that will ultimately serve to guide the campaign into being as successful as possible.
