As part of Design Competition this year, students were asked to enter the Design and Art Direction (D&AD) New Blood competition. Each studio was given access to three briefs hand picked by the staff as the ones most in keeping with the ethos of the individual studios. Our studio was given the choice between Adobe, Arjowiggins and Monotype.
Monotype wanted a text based result with a focus on diversity, whereas Arjowiggins was looking to promote their paper stocks to young people through social media by using paper craft. Both of these briefs where decidedly against my personal interests. The mundane and transparent marketing strategies employed by the two companies made me very unwilling to create something for them. (If I was actually employed and asked to do these briefs, it would be different, as the company would make the moral/ethical choice and it would be merely my job to realise the already agreed upon idea. Here, I ‘m the boss and must adhere to my own morality/ethics.)
The Adobe brief asked creators to offer personal wisdom to a demographic of their choosing and the only restrictions were that they be three posters and also that the message be communicated without words.
Sometimes imposed limitations help you get where you’re going and end up with a great idea, but this instance I decided Adobe’s open brief to be the right choice for me.
Now all I had to do was figure out what wisdom I was going to share and to whom.
Want to check out D&AD for yourself, but are too lazy to google it? Click here.