Second Shoot Experiments Designs - Art Fund - Competition Brief

The photographs were then taken again in an outdoor setting, to create bright and natural light, and below are the most successful photographs. I decided to carry the balloon idea forward into each composition as I believe they're imagery which will likely attract students. They're associated with fun experiences and are buoyant and uplifting. By using balloons it subtly shows students that being in a museum can be exciting and exhilarating, it is an experience in itself - not boring, or tiresome (which is often the reputation they hold.) In the foreground of each image there is a seemingly random object, placed to represent an art piece of artifact which the small figures looking up at it with inspiration. Each one subtly represents the types of places which can be visited with a student art pass - the crayon being galleries, the tree being stately homes and the brick as museums. Each is simple and form based, they have purposely been chosen to not over complicate the scene.I also experimented with a cracked mirror in a few of the compositions, thinking about reflection and mindfulness - also how the sky can been seen in the reflections shows a lifting of mood.

 One of the main pieces of feedback from the crit was that the information needed to be communicated better - in a clear hierarchy of importance. I began experimenting with laying text over the top of the images, thinking about different layouts and how to organise the most important information.

I wanted to convey the cost of the Student Art Pass, what it lets you access, the campaign name I developed: 'Let Your Mind Wander_' and the specified 'find out more at artfund.org'. I also wanted to include the thought strands coming from the people, which help to tie the concept together. This is a lot of components that needed to be laid out in a way which did not look crowded. For that reason a lot of the experiments split the sentences into sections, with some hovering over the balloons for example, allowing them to be read clearly. I also experimented with having the words against the thought strands, letting them float along the lines, following the flow of the composition. These worked quite well but I found their legibility suffered.

Another thing experimented with was the text colour, in order to make the general composition consistently bright, matching the Student Art Pass branding I previously looked at. Something I found with these experiments was that the colours were so bright and cheerful the designs felt a bit childish or like a birthday party design. I wanted to keep the imagery but I began thinking about ways the images could be edited to seem more contemporary and mature (but not too mature).