Studio 2: Progression

(Grayson, 2017)

Production is around the corner. But before moving forward on it, we needed to get our pre-production stuff out of the way. The past two weeks we have been working on our finalized briefs, ideation and mood boards. The brief was one of the most difficult areas for my pre-production. The single-minded proposition was the reason that was holding me back. I feel that the reason behind it is because I have been working backward — thinking it would be much easier. And I feel that some of us have done the same way too. We had the idea of how the final product would look like and working our SMPs from there.

I realized that by doing so, it restrains us from having other ideas which might be better than what we have in mind. Having a SMP could also help to narrow our social issue down and focus on which area we want to address the issue to the audience. Without one, it would be too broad and overwhelmed us on where we should start. It can cause us to scatter around the internet just to find a good idea. Our ideation could also vary differently without it. This would mean that our ideation would be based on different SMP instead of focusing on one.

(Fishburne, 2012)

After much considerations, I have decided use “Animals are not for your entertainment” instead of “Animals are suffering behind the scene for your entertainment”. Fishburne (2012) wrote an article saying that the longer your SMPs are, our ideas tend to be weaker. It is important to know what you do not want to communicate rather than what to communicate. By choosing the shorter SMP, I am opened up to many different possible ideas instead of restraining myself to how animals are suffering behind the scenes.

Besides SMP, it has been tough for me to create ideas for the campaign at first as my target audience are parents. I had no idea what kind of design parents would react to or what they could relate to. This led me to fixate my idea on only babies as I thought they could relate to babies easily. I researched further and soon realized that babies are not the only way that I could market to parents. For example, I could use toys that children play with to represent the idea of a kid or something that is important to parents lifestyle instead. With my research, I was able to create something more than just babies with the help of the short SMP as well. The tone of voice for my campaign would be sarcastic/ ironic; which is more like how my mood board has shown.

It is also interesting to know how we could come up with different ideas by using methods that were shown last week. Some of the methods were the filling in as many boxes as you can, mashing up two objects and lastly drawing the worst possible ideas. I find mashing up two objects method is my favorite out of the three as it would be fun to see what kind of ideas would come up. It could also help to push boundaries instead of being a norm.

I feel glad that I have gotten pre-production stuff out of the way. I am quite nervous as to how my campaign would turn out yet excited to start on it. I have learned so much over the past few weeks such as photography (the importance of lighting), photoshop, as well as how and why SMP is the most crucial thing in a brief. I will definitely try to apply this knowledge to my work as well as the following trimester; determined to improve on them better.


Grayson, L. (2017). Free After Effects Project File — Progress Bar Percentage — short-form video. [online] short-form video. Available at: [Accessed 12 Mar. 2017].

Marketoonist | Tom Fishburne. (2017). single-minded proposition. [online] Available at: [Accessed 12 Mar. 2017].

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