Sinioheid*

Around December 08, I teamed up with Fergus, a class mate, to take on a brief given to us by one of our tutors at CSM. The brief suggested that we produce a campaign, add or anything permitting us to sell a product/idea of our choice. It was well underlined that the product or idea should be well thought of and original, so for the interpreter to be appealed by it and want it.

Fergus and I didn't find much difficulty in taking on this task as we had much in common, one which was our passion for music. We both had a good background in music production and shared the same taste in electronic music. We then therefore decided to produce an add for an instrument yet to be created. A musical tool which permits you to translate your thoughts in musical sound.

The concept of the instrument was illusionary. We had then therefore think about all the different types of thoughts out there in the world. And narrowed them down to four different ones: Pessimist, septic, schizophrenic like and the board like mind.

With little skills in animation or video production, we decided to create a short clip.

SINIOHEID ( 'it's in your head') was the name we gave the instrument.

HP Workstation: It's all about child's play

The next brief that I chose from the D&AD 09, was the HP Workstation laid out project.

The brief was to produce a piece that explained the capability of the HP Workstation to achieve anything the mind conceals.

I found the topic to be quite interesting and challenging as it can be thought of in many different ways.

Trying to stay out of the 'cliché' norms and avoiding any dull ideas, I put myself in my childhood years, as they are my most creative years. This worked well with the suggested brief, as a young infants consciousness is still fresh and can be playful in its creativity.

I therefore attempted to grasp that fresh mind by producing images of child like acts. The scene consists of an individual and a HP Workstation empty box.

As a child I use to love playing around with left over object. A box would be my most 'fun toy' at the time as I could use it for anything I wished for. My imagination could run for ages none stop while I spent time playing with an empty box.

FCUK: Choose your own f*cking fashion.

During my 2nd year at CSM, one of my briefs was based on a D&AD 09 competition between all students within the UK.

Out of the few interesting briefs on the site, FCUK had a good project laid out.

It asked the designer to create a new concept/campaign for the brand, which attracts young pupils between the rough ages of 18 to late 30's.

Through my research, I had discovered that the French Connection brand hadn't been at its best point of sales at the time.

Its elegant clothing attracted young professionals that tend to dress smart.

My intentions then were to break free form there norms.

I didn't want to use anything in relation to their old campaign: FCUK=FUCK

I then decided to create a mood book, which encourages the reader to create his own fashion, as the brand had a wide variety of clothing. FCUK, could then prove that it can provide any sort of fashion for its customer.

Once the mood book is opened, it turns into an A2 poster with a quote from the famous movie 'Trainspoting' [with a twist].