Final Evaluation

BA (Hons.) GRAPHIC DESIGN	LEVEL	05
Module Code	OUGD202
Module Title	DESIGN PRODUCTION - DIGITAL

END OF MODULE SELF-EVALUATION

NAME

Chloe Wilkinson

1.  What skills have you developed through this module and how effectively do you think you have applied them? Throughout this module I have obviously learnt how to use after effects, something that I was worried about, however, it has surprised me in how much I have enjoyed it, and the learning process. Specifically I have learnt how to animate type, use the camera and also the light tool. Working with audio is also something I have learnt and improved on. I have applied this knowledge to my final idents and 60second sequences..The learning curve highlighted by the dramatic difference between the silent movies and final outcomes.  More personal skills I have learnt include: improved time management, better blogging, more consistency within my work and a more committed, effective work ethic.  With regards to this module I feel that it is the first module that I have kept my work consistent, especially with regards to pace and blogging. I am starting to work out how I work and to recognise my weaknesses. The improved issues above are where I have previously recognised as a weakness. So the biggest skill I have developed is addressing my weaknesses and changing how I work.
2. What approaches to/methods of design production have you developed and how have they informed your design development process? A key approach to my design production with this project was deciding on something with regards to final outcome planning. Previously I have noticed that I don't commit to an idea or concept early enough to get the most out of it, however, this module has forced me to make key decisions earlier.  The use of storyboarding is something that I have developed through this project and this has helped  allow me to plan my final outcome but in such a detailed way. This particular aspect was something that I really enjoyed, getting my thoughts down onto paper was really productive in not only planning my designing process but also to produce and extend on my ideas, taking them further and causing me to make more developed considerations.  I realise that blogging as research is a lot more effective, researching to actually find something out is something that has helped me with my design process, it allows me to make more informed decisions and hopefully resulting in a more effective way of working.  During this project I also got to learn how to use the laser cutter, this was something that I found interesting and useful, but sadly didn't apply it to this project, so next time I hope to design for this process and broaden my outcomes this way.
3. What strengths can you identify in your work and how have/will you capitalise on these? The main strength with regards to my work is the in depth analysis of target audience, recognising who would I was aiming my product at was something that became a strength. Understanding who the audience was also allowed me to consider why they'd be watching it, when and how. This lead to effective research. The research I carried was broad in terms of what I was looking at, different mediums and different extremes, but it was a lot specific because I was finding out information that was necessary and relevant for my project.  This lead to an outcome that was accurately designed for the right channel, and audience. It was something that I think worked well, each piece considered and not rushed.  Another strength in my work is the variety of options I considered, this was through extensive storyboarding, looking at both timing and composition. This was something I enjoyed, I found it particularly effective and allowed my work to become much more considered. I wasn't leaving important decisions such as layout till last minute.   I have really pushed for this project, putting in a lot more hours and trying to train myself to constantly be working, I have found working late and coming in on a Friday and Saturday something that has been effective, I hope that my outcome reflects this as I believe this is the module that has been the one where I have put everything into. Obviously, I can see weaknesses in my project. But personally, I can confidently say I have tried my hardest. I believe I have put more hours and effort into this project than any others. My commitment is something that I cannot fault.  With regards to the outcomes I believe that I have used the research effectively and been blogging constantly, trying to make every bit of time spent working, count.
4. What weaknesses can you identify in your work and how will you address these in the future? The weaknesses I have noticed is in the variety of subject matter that I was looking at. I had hoped to look at broader mediums, allowing a diversity within my research. I think this would have made my final pieces more interesting and perhaps creative. Especially if I had looked at more specific motion graphics, not only researching film4 and frightfest but a broader range of channels allowing a comparison.  More research and primary research into the top ten films may have helped, but one thing that would have really improved my work would have been to be more adventurous within after effects, playing more with vectors and information might have lead to a more interesting outcome, with more content perhaps I could have created a more interesting opening sequence.
Blogging and time management is still something that I need to improve, the effectiveness of my time and blogging has really improved, but realistically I need to be blogging more and organising my thoughts with more clarity. I am worried that my ideas and intentions do not come across clearly. I have recognised that I overcomplicate my own concepts, and am worried that I convey this through my blogging. I think that I need to have more dexterity within my work and commit to my own concepts. Aim higher earlier, then achieve them.   I realise that the concepts I choose have not really ended up saying much about me, I want to work with projects that say something about me, rather than just randomly selected items. OR perhaps recognise what the current projects say, my personal development through this project has allowed me to realise that I want to build on my own identity as a designer as I feel this is a weakness, personally.
5. Identify five things that you will do differently next time and what do you expect to gain from doing these? Decide on a concept earlier - this will allow me to broaden my research and really get into a project, which can only improve my final outcomes and depth of blogging.  Research more consistency and with more variety - Next time I intend to exhaust my research,  Organisation - with regards to my blogging, I feel I need to make my thought processes even more obvious as I am worried that it is hard to follow the way I have thought/worked. I am going to do this by using a diary next project, by making daily to do lists and objectives, writing my thoughts down and recording each decision made. This will be blogged and become part of my practice. Not only will this help with my organisation but hopefully deciding on a concept and research  - and everything (hopefully).  I will try to aim higher with regards to my creativity, not being limited by the audience or appropriateness but to get a big idea and think of how to make something stand out and become interesting through the difference.   Design for using the laser cutter, it was a shame I didn't consider it with reference to this project, but I am going to try and use this facility in the next few projects. Also, I want to try and screen print as I realise I have been limited in my final outcomes and this leaves me with quite a limited portfolio.
6.How would you grade yourself on the following areas:  (please indicate using an ‘x’)   5= excellent, 4 = very good, 3 = good, 2 = average, 1 = poor
Attendance - 4
Punctuality - 5
Motivation - 5
Commitment - 4
Quantity of work produced - 5
Quality of work produced - 4
Contribution to the group - 5

Post production 60 seconds

Open publication - Free publishing - More final 60 secs

I have decided to take 2 screen shots every second for some post production analysis. The outcome depicts something that is quite accurate to my storyboards. I am happy with the outcomes especially with regards to the mood that the images create. The use of the light effect and the short space of time that they form is key to the success of my piece. Discovering how to use the camera and light tool was really effective.

I also really like the countdown at the end, despite the 1 second not fully completing the rotation (which is just irritating). It creates the right mood before a film. As a viewer it would also (hopefully) not get too boring.  Although I do recognise that each night would attract different audiences, what is great about the idea that ten different films are shown, is that its 10 different audiences. So I believe that my idents and 60 seconds are good because they are general, they do not rule out a specific horror audience because of their non specialist tone. They are open for all viewers. This is also strengthened by the choice of channel, it is not a channel that is paid for but free for everyone.

Final opening sequence

Final 60 Second Sequence from Chloe Wilkinson on Vimeo.

After the edits this is my FINAL render of the 60 second sequence.

My intention was to create something for before each of the 'TOP TEN HORROR FILMS', to create an atmosphere and to build anticipation. I believe I have addressed these intentions and also continued on well from the idents, the tone of voice is something that I like and am happy with the outcome. It conveys the correct message but does not eliminate an broader audience.

With regards to how I had planned it, my storyboards were so helpful, there were a few tweaks that I made and with the addition of audio timing with regards to each shriek was something that took a while to edit, however, the timings with the finished piece work well I think.

Something that I also had to spend a certain amount of time on was the way in which each image was lit. I had initially had the images from the films up for a considerable amount of time, with one moving onto the other, however, this made the sequence seem slow paced and got dull fast.

Changing the pacing through keeping the images up for a short amount of time transformed the outcome and helped create the tone I wanted.

Edited Ident 4

Ident4 edited from Chloe Wilkinson on Vimeo.

Edited Ident 3

Ident 3 edited from Chloe Wilkinson on Vimeo.

Edited Ident 1

Edited ident 1 from Chloe Wilkinson on Vimeo.

Edited Ident 2

Ident 2 edited from Chloe Wilkinson on Vimeo.

How I am going to improve my idents and 60 seconds.

From testing our discs, it was pointed out to me that on the idents I didn't specify a day, date or time for showing of the films. So quite simply, I am going to add one.  With regards to time, I have noted in my research that films are usually started at 9pm on film4 so I am going to apply this and show the intention that the 10 films will be shown in 10 consecutive nights, all at 9pm. This will keep the pace and hype up about the nights rather that drawing on for possibly 10 weeks (if they were shown on the same night, once a week).

It was also shown to me that there was a long black pause after the shrieks in the audio, as I had been concentrating on the audio noting that is was in conjunction with frightfest at the Empire, Leicester Square. I am going to fill this with the audio's statement typographically to strengthen the message as I don't want to add something else that confuses the message at this stage and detracts from the audio.

Comments from 'The Dummy Run'

• 60 secs - scary Like the use of lighting and shading, all in time with the audio. Clear target audience. 
• Date and time of program on audience 
• 10 sec of darkeness in 60secs. 

All works - very nice 

• Works well to present vibe of show
• Clear what the title of the show is
• Where? When aired?

Everything works. Consistent artwork throughout 

DVD case

During the design, despite the sketches I did, I still wanted to try different layouts for the front cover. I thought initially to keep it simple with the red and black type and image on a white cover would look good, but suddenly thought back to my research and realised that the packaging would be so much stronger if it was based on a black background. 

As soon as I made this decision all of my planning came into place. I knew what information I wanted to use so it was just arranging it on the dvd sleeve. 

The decision to use a case and just design the sleeve was not due to laziness, but I had been regarding this module as a digital module, so I decided that it was important to use the most appropriate medium for my outcome. As FILM4 is a well know and renowned brand, to make this believable I wanted to use an already constructed dvd case. Once I had printed this onto plain A4 stock, (which I had been concerned about) I realised that actually once slotted under the plastic, it really wasn't that apparent. I really believe that the outcome is perfectly suited with the contents of the disc. 

The Jonathan Ross quote was something I used intentionally. As noted before I didn't want to keep my tone of voice or audience for people that wanted to be scared or already liked horror films. So by using Jonathan Ross as the noted celebrity, I thought, due to him being a household name, it would broaden the age and generally the audience reached. His comedic undertones were also intentionally there to lift the tenor of the piece, to create a more light hearted humorous side (which is also reflected in the idents especially)

Storyboard for Final 60sec sequence

Open publication - Free publishing - More 60second

It was important to me to learn from all of the experiments that I had carried out, all of the very different tones and outcomes I had created. I am really happy that I didn't go straight into designing or creating a storyboard, not knowing how my ideas looked when I transferred them to after effects.

I have tried to mix both recognisable images with audio that I have found. Hopefully, when I start designing everything on after effects, the outcomes won't surprise me. Especially as I have  tried to design pieces together, allowing me to work out different sections independently. Therefore, things such as the film4 motion, I know will work and can rely on key pieces such as these to ensure some success to my final 60 seconds. 

Storyboard for FILM4 MOTION

This storyboard shows the movement at the end of each of the idents, this will coincide with the tracks:

Devil takes care of his own - Band of Skulls

Personal Jesus - Marilyn Manson

Last Resort - Papa Roach 

Highway to Hell - AC/DC

I have chosen these to create an interesting lift to the idents after the quotes from the film. I think they will create a stronger identity and may interest a wider audience. From the research into how video works, one of the most exciting things is when a song kicks in and creates excitement. I wanted to create this through horror related songs, each piece of the tracks above that I have chosen is something that I think will dynamically work well with the movement for the film4 logo.

IDENT 4//DEVIL TAKES CARE OF HIS OWN

IDENT 4//DEVIL TAKES CARE OF HIS OWN from Chloe Wilkinson on Vimeo.

IDENT 3//LAST RESORT

IDENT 3//LAST RESORT from Chloe Wilkinson on Vimeo.

IDENT 2//PERSONAL JESUS

IDENT 2//PERSONAL JESUS from Chloe Wilkinson on Vimeo.

IDENT 1//HIGHWAY TO HELL

Ident 1//HIGHWAY TO HELL from Chloe Wilkinson on Vimeo.

IMPORTANT - TONE OF VOICE

From watching my own progression with the idents and 60 second considerations it is obvious that I am heading in a certain direction and tone of voice. I think it important at this stage to outline my intentions and audience again as I am noticing the tone of voice is becoming more defined.

I have made it my intention to not scare the audience with my ident and opening sequence. I have made an obvious decision to relate to the FrightFest and its ties with Film4. I believe that by using kinetic typography and images from well known sections of the horror films previously noted that this will allow a larger audience. It will capture a new audience because of the tongue in cheek humour that I hope to adopt, especially with the use of songs such as 'Personal Jesus' - Marilyn Manson.

At this stage I am going to make some key design choices, also with regards to storyboarding. Up to now I have been experimenting and investigating options.

I want to reflect how horror films can be seen, the stereotype as horrific films that only have the intention to terrify people, and from personal experience I can vouch that some are, but the progression through the years changes how each one is seen. From discussions with many peers it is alarming at how many people say 'I don't really watch horror films'. To me, this started to seem quite strange. Particularly, the older classics such as Psycho and The Exorcist. This sort of horror film, along with others such as: Bride of Frankenstein, Rosemary's Baby and Night of the Living Dead, were, at their time, terrifying, but now seem laughable.

The progression of topics such as vampires is also on that has progressed to different spectrums modern films such as Twilight and Let the Right One In.

With all this considered and through my contextualisation of the subject, I would rather go down a more humorous route, trying to create more of an amusement factor to the classic horror film.

DVD Packaging Development

I wanted to acknowledge my research and decide on what was necessary with regards to the packaging for the dvd. These sheets helped me to start considering what I wanted to communicate with the packaging of the dvd and helped me realise that it was important for the tone of voice to be consistent.

My main objective for the packaging is informing the audience, it must be clear that the dvd and contents is obvious. At this stage I am definitely not going to list the films that will be shown, as I don't want that to be the main message. As well as informing them about film4's frightfest and the dvd's links with that I want it to be inspiring. I want the audience to pick it up and watch it because they're interested in the contents rather than because of the list on the back. Admittedly I realise that the idea of this is a little romantic and I should probably put the list on the back. I have decided that I won't do this, and I think it's more important to convey the message of the idents and opening scene rather than the films shown.

Dead Weather - Old Mary with intro/countdown.

Initial sequence intro with dead weather- old mary from Chloe Wilkinson on Vimeo.

This trial for the opening sequence is something that I storyboarded due to an idea. I was considering what was typically seen before a film starts and thought about the countdown, so I wanted to create this cinema experience before each of the films. By zooming through the image it creates a more realistic sense of being there. I also decided to put white type over the image as a contrast from the dark image. The choice of music was something that I decided I liked when looking for key audio for the idents. I thought I would try it in this context and although I like it, I don't think that as part of a 60 second sequence that it will stretch well over the longer period.

When saving!!

When saving: H.264 not animation - then format option with regards to audio.