The rough idea was to have a promotional poster for each concept; one for enhanced smell, sight and mobility. They were to be representative of the technology being out on the market, just after prototyping and trying to get the general public to overlook the unusual appearance of the technology in favour of the benefits it would provide.
First up was the enhanced scent detection technology. Dogs have been used by the police for many years to help in detecting illegal substances ranging from illicit drugs to bomb making materials. They also help track missing persons and convicts on the run, My premise was to take the dogs incredibly advanced nasal capabilities and have them available to law enforcement agencies in some sort of headwear, budget notwithstanding. This would make going through customs a nightmare for smugglers and stop and searches almost a formality. This of course, assumes the spectacular increase in scent detection can be interpreted correctly by the user. We are making that assumption.
If any one was going to be field testing these devices, it would seem logical to give them to customs agents. the government could justify the expense by putting under national security and playing the patriotism card (I certainly did in one of my posters). I chose to visualise the Drug Enforcement Agency (DEA) in the US as the agency in question using the dog nose helmets since they tend to deploy officers in full tactical armour when the situation arises and the helmet seems more out of place when worn by British customs agents, who from what I can tell, tend to just wear office attire.
The design of the headwear closely resembles a dog nose to represent the technology still being in it’s infancy and scientist haven’t yet found a way to make it work without directly copying the infrastructure of an actual dog’s nasal system.
While conceiving how the nose would fit on the user’s face I did a little collage mock up. The relevance of this is that I can now graduate from the poorly held notion I used to have that collage is for primary school children and accept that collage can be awesome, you just have to start with the right imagery.
As I assembled elements for use in my posters, I became increasingly aware of how long it was taking to visualise the concept. In the end, I had to make the decision to create three posters on the same concept and leave the spider legs and chameleon eyes in developmental phase. This was a great shame, as I was really looking forward to realising the soldier of tomorrow with his great big ogilly-googily eyes. The concept was to be similar to the dog nose, but focus more on special operations soldiers, like the SAS or Navy Seals. the fully articulated chameleon eyes would allow the soldier to look in two directions at the same time, helping prevent ambushes, locating targets of interest, watching multiple targets of interest at the same time, offering things like sight magnification, infra-red and night vision, that sort of thing. Looking around corners without sticking your head around it, the list goes on.
Based on my research into spiders and their uncanny ability to walk on ceilings and stick to glass, I had considered some sort of spider-harness not unlike the one spiderman had at one point in the comic books. Science fiction usually has an impact on science fact, with touch screen technology, virtual reality and all sorts of things we take for granted today having first been imagined in the past. The harness would allow for extreme manoeuvrability in extreme locations, like navigating terrain after an earthquake for rescue operations, cleaning skyscraper windows on the outside with no need for a safety harness, mountain climbing, and so on.
Anyway, back to what I did manage to get done. My first poster shows several DEA agents at an airport terminal processing luggage at an x-ray machine. The poster is designed as a warning to those intending to import illegal goods into America and give them another reason to ‘think again’. It also serves as an advertisement to the american people of the efficiency of the DEA and thusly, of taxpayer money well spent.
The second poster plays heavily on American patriotism with the flag in the background. The no nonsense message also plays with the brashness and directness that one can identify Americans with.
The third poster was designed as more of a marketing tool to promote the technology to those who would use it more than to those it would impact. I had originally intended to have some sort of x-ray cut out to show the internal mechanics of how the system works, but it quickly dawned on me that I didn’t know enough about how the dog’s nose works or mechanical design to create the intended visual outcome. I wasn’t able to find any examples of what I was looking for to anchor my work to either. So in the end, I settled for something akin to a presentation graphic that investors might be shown. I do like the simple layout, and yet again, the DEA provided the colour scheme from their logo. I hadn’t intended to appropriate the DEA’s identity like that originally, but after drawing the conclusion that the DEA would be the most suitably equipped to wear the technology and still look mostly normal, it seemed rational to present the technology in use under their umbrella. Even though I just said the last poster was not conceived for public display, since no patents or secrets are given away, it could be used simply to promote how advanced the DEA are, both to potential criminals and to prospective employees.
All in all, the potential for this brief was limitless. I could have spent the entire year doing nothing but this and still barely scratched the surface. I would have loved to create a sleek video package to advertise something, or made a 3d render using something like cinema 4d. It was my great misfortune that this brief came after Christmas and not before. It could have had a significant impact on my overall engagement with the course this year, which, basically, fell off a cliff some time in March. Alas! Alas! What could have been! Still, I did end up with three A1 posters and I did realise some of what I’d hoped to. And finding out that collage can be cool is something I’m going to take with me to the grave. Along with where I hid the bodies.