007

Casino Royale Opening Credits

I went to see this film on the day that it came out and still the main thing I remember about it were the opening credits.

It was a great introduction to the film, using the film name as a literal theme to the entire credit sequence. It is amazing what can be done when limited to four simple symbols; hearts, spades, clubs and diamonds.

It incorporated the expected action theme of the Bond series using the symbols and other linear objects associated with casinos, for example the roulette wheel.

I thought it really did set the scene for the remainder of the film, immediately making you engage with the casino theme with action scenes right from the very start. Simple things like villains being shot and the blood seeping out creating and morphing into the shapes of diamonds, hearts, clubs and spades. It didn’t once shy away from using the linear symbols to create violent images, even spades being projected from a gun shot and diamonds being thrown to result in stabbing the villains in the chest. Perhaps not a scene you would associate with something as simple and innocent looking as a suit symbol from playing cards.

Transactions between the different ‘scenes’ of the credits were done so smoothly with shapes constantly morphing into other objects. The elaborate patterns with which playing cards are associated with on the picture cards are also bravely incorporated into the credits. Thankfully this is done in a way which works although I fear that it could have had a negative effect if used too overtly in that the designs would appear too garish and look a little tacky.

Particularly effective elements also include the dramatic shooting of a guy who then shatters into hundreds of diamonds, hearts, clubs and spades which then disintegrate into the background. Another example would be the sinister target elegantly changing into the recognised roulette wheel. There are even parts of the credits that use the fractal concept which we looked at in our design theory module.

The credits are ended with a 7 of hearts into which two bullet holes are shot in front of the 7 creating the infamous ‘007’ image without which Bond wouldn’t be complete. Overall I think that the credits successfully set the scene and mood for the rest of the film.

Watch the credits at:
http://www.youtube.com/watch?v=EARzyTRZbao

Black and White versus Colour

Black and White versus Colour

When I was doing the D&AD project, it was brought to my attention that there is an immense effect on how a photograph is interpreted if it is viewed in black and white compared to colour.

Black and white photographs have always appealed to me and I think this is down to the nostalgia that it evokes. This could be down to the fact that cameras had a level of popularity during the First and Second World Wars when families wanted them to take pictures of their loved ones before they went off to fight for their country. Of course, at this time photographs could only be developed in black and white and this is typically the period that people think of when they are faced with black and white photographs.

The dramatic change in mood when a colour photo is converted to black and white is so incredible considering the simple change that has been made and I think it really does change the way in which you engage with the picture. I think that because all of the colour has been taken away, it allows the viewer to concentrate on other elements of the image that they may not have been drawn to if the colour had been there. For instance, you may take more notice of the layout of the photograph, the textures involved in the image and the difference in tones as the image is explored.

I think black and white photography is underrated and could be used to people’s advantage. However, because the effect of black and white photographs is so great you would have to be careful HOW you use it by making sure that the tone of voice that is associated with black and white photography fits in completely with the tone of voice of the message that you are trying to get across.


Reference:
WELLS, LIZ. (2004). Photography: A critical introduction. Routledge

Local Material

Savill Building

The Savill Building in Windsor Great Park was recently awarded a prestigious architecture award, ‘National Royal Institute of British Architects (RIBA) award’. The building was created as a visitor centre in the grounds of the Great Park and includes a nursery, a restaurant and a lecture theatre.

Matt McGrory was one of the architects who designed the building and usually works on projects such as residential buildings, offices and retail outlets and says, ‘the Savill project was completely different to anything we’ve done before. Completely out of the ordinary’. So it just goes to show that we should be taking risks and trying things that are not necessarily in our comfort zones.

The building was built using timber from the Great Park itself which I think adds to the overall uniqueness of the building. Judges on the award panel said, ‘…the innovative use of traditional materials means that it harmonises well with a skyline of mature trees as well as being an object of great beauty and grace in its own right’.

Matt McGrory goes on to say that ‘we wanted to use locally sourced natural materials, something that corresponded with and related to, and was in harmony within the natural surroundings’. Again this makes the building that more interesting using the actual surroundings as a means of constructing the final product.

The structure will be put forward for the RIBA Stirling prize which will be presented to the winning team in a live television broadcast on Channel 4 on October 6.

Article from the Slough Express 29/06/07 Page 13

http://www.e-architect.co.uk/oxford/savill_building.htm

Graffiti…Art?

Cy Twombly






After visiting the Tate Modern in London a while ago, I became interested in the work of Cy Twombly who was one of the first American artists to take an interest in graffiti. At the time in which Twombly was working, the term graffiti did not conjure up the images of what we would think of the term graffiti nowadays. If the term graffiti was mentioned to people these days they might think of the spray painted writing or pictures sprayed onto brick walls or subways in towns. However, at the time that Twombly was working the term graffiti referred to a more rural and gentler type of graffiti art.



There is a distinct texture within some of his work where the movement of the paint is slowed down by mixing it with earth. However there is then a contrast with this slow movement where he uses a distinctly faster, edgy movement in scratching around the edges.

Text and mark making are built up and overlapped in his pieces, building up many layers within the painting. These two elements combine to form Twombly's distinctive painting style which consists of loose expressive brush marks together with small visible passages of graffiti like writing. Some of the mark making evident in his paintings are scribbles and splatters of paint which are made using anything from a brush, fingers or pencils to build up the energetic layers displayed in his work.

I think his work is great evidence of how you can combine two completely different elements- text and image- and make them work artistically. Essentially as designers this can prove a problem- combining text and image so that they work together to form an attractive and eye catching piece.

Another thing I find engaging about his work are the methods he uses to create his artwork- mixing paint with different substances to create various textures. In a previous post I discussed how I thought that the human senses sometimes weren’t used enough whilst engaging with designs. Twombly’s work incorporates the sense of touch in his work instantly differentiating itself from most other artists of his time.

Bupa Campaign

Bupa Viral Campaign

In a previous post I discussed the Bupa adverts which included the shapes, this was supported by an online viral campaign which features a test, ‘What Shape Are You?’

The shapes featured on the adverts are actual characters and this triangular one is called Laura...

By taking the test you find out which shape best supports your personality. Combined with the tone of voice of the adverts and this viral campaign, Bupa seems to be reaching out to a wider target audience which will now include younger people due to the simple tone of voice.

The layout of the quiz follows the exact same tone of the adverts- simple and childlike. Even the music is the same as the adverts.

First you select the shape you think you are like, then you go on to do a personality test to find out what you are ACTUALLY like. The image content is so similar to the TV adverts which I think is really good, a campaign like this should always have continuity.

Basically the test resembles a medical consultation with the doctor on the screen doing different things at each question- a mini story much like the content of the TV adverts. It adds a nice touch.

Towards the end, they ask for your location and star sign and the symbols for which are designed in the same simple way as the shapes which again shows excellent continuity. (I was a yellow squiggle…)

On this website you can also watch the TV Adverts of the different characters.



http://www.bupa.co.uk/about/

Restricted Advertising

Bookmakers

In a recent discussion at work we were talking about the promotion of bookmakers services. In the past bookmakers were not allowed to advertise as they were seen as a taboo place to be and it wasn’t until fairly recently that they were allowed to promote their services.

Does this mean that bookmakers are now behind the times in regard to advertising? They haven’t had as much advertising experience as other services so perhaps their means of promoting their service isn’t as effective as it could be.

I think bookmaking companies are still holding back with regards to the way they ‘dress’ their windows but this has a lot to do with limitations on promoting gambling. However, they are still allowed to promote gambling events in their own shops and I don’t think that the posters they use are as effective as they could be.
This could be a challenging project to undertake but an interesting one at that due to the limitations and the fact that it will be extremely hard to break through the image that bookmakers carry.

Charities

Charity Events

I recently took part in the Cancer Research ‘Race for Life’ and I wanted to pursue the topic of charity advertising in my dissertation. I noticed that the simplest format is the most effective when it comes to charity promotion.

Participants simply had a piece of paper which they had to pin to their back and finish the sentence ‘I Race for Life for…’. The responses were heart-warming and people’s emotions were aroused by other people’s personal experiences. It was amazing just how much a handwritten dedication could do to people. I know that participants at the race had emotional involvement anyway but just seeing people walk down the road to the event and the effect it had on onlookers on the way when they saw what people had written evoked strong emotions.

I know the atmosphere on the day had a lot to do with it but I think that those handwritten dedications were so personal that it affected everyone and reached out to LOTS of people. If these had been typed for instance, it takes away so much from the meaning- there wouldn’t have been as much differentiation between peoples situations, handwriting is unique and personal and should be taken into consideration regarding certain means of advertising.