http://www.5gyres.org/plastic-bags/

For my final project I chose the topic of recycling of plastic bags. Since my major is advertising I would like to make a campaign which will exposes the problem and drives to an action. It will include hashtag #plasticfree, The 5 Gyres Institute logo, website link.

Summary:

1. The mood of the text is serious, shocking and it pushes to an action.
2. My audience is men and women, age range 18-60.
3. The approach is literal.
4. I am thinking of including photo of people for one idea and using still life for other.
5. Male and female models
6.  Ideas will include plastic bags for first photo shoot and reusable bags for second one.
7. 2:1 or 4:1 lightning ratio

Results:

For my final project I had 3 photo shoots with different ideas. First photo shoot and the following  included still-life  and the goal was to “set up” the problem of recycling plastic bags. I used a small globe and plastic bags for showing a ratio of the problem. First two visual solutions have dramatic light set up and minimum Photoshop manipulations. Second two visual solutions have smaller light ratio and photos are not that dominant in the final campaign. I blended original photos with a plastic texture and it gave a filling of a polluted ocean’s bed. Also I added a few simple silhouettes of plastic bags for enhancing the filling. In my opinion this two visual solutions best articulate the problem.

Last photo shoot was meant to “set up” a possible positive solution. In my version of the solution I am pushing people towards not using plastic bags and instead start using reusable bags. Portraits look light and happy.

Summary: Human trafficking is not only a problem of other countries. In America over 300,000 women, children and men are pulled in sex industry. The number is shocking! After escaping the sex industry people experiencing heavy  PTSD syndrome which makes the adaptation to the normal life is very difficult.

Communication Problem: The problem of human trafficking is a big issue. The problem should be expose to all people. Images should be dramatic and should push to an action which can help resolve the problem.

Image Ideas: 1. Group portraits of young people with high light ratio. Someone covers his face with hands. 2. Broken toy in woman’s hands like a symbol of children trafficking.

Results: My final approach is slight different from the  article. I chose children trafficking as my primary topic. All three images has the same style: dark background, high light ratio and the same stuffing animal. I found that UNICEF has special program named “End Trafficking”  and I decided to use it for my headline.

Summary:   “she being Brand” by e.e. cummings is a piece of poetry which talks about a new car in an exiting way. The author talks about a new car almost like he describes a woman and gives the car some humanistic personalities.

“Coming Home, Detroit” has significant different mood and here the car is a part of another picture. The author talks about changes in Detroit during race riots from his POV and experience. The same ride to work  turned out in something different and dark. The whole city became tragic and gloomy. I see burned pieces of newspapers on the streets and black and white scenes of the city which was colorful and bright some time ago.

Communication problem:  First image should show a car in triumphal and shiny way. The picture should represent beauty and excitement. The second image should be more contrast and dark for showing negative approach.

Image Ideas:  For “she being Brand” image: shinny and bright colors, small contrast between key light and fill light. “Coming Home, Detroit” image  should have dark shadows. The main idea is to show the mood through using light and focus.

Results: “she being Brand” image looks positive and promotional. I absolutely love the background which looks like mountain landscape. The reflection under the car reminds me of a frozen lake. “Coming Home, Detroit” image looks dark and moody. The diagonal composition and unusual font placement make the photo interesting. The car line in composition goes down and it brings more negative meaning.

Summary: The article brings to the discussion one of the most important topics of modern agriculture. Genetic engineering became a main tool of getting good harvests and good profit for main agriculture companies such Monsanto. Potato which programmed to protect itself from a bacteria and registered like a pesticide itself is not the best option for anyone except monopolistic companies which control the nature process from “the seed to the dinner”. The author doesn’t give any solution but rather questioning the whole current agricultural technology.

Communication problem: Contrast between expectations and the real life. The well-known potato can be not what we see and taste but something artificial and technological. Idaho potato: using the same potato in positive way, showing the good side of it.

Image ideas: Potato like a part of technological world. I think it can be powerful if I will place some facts from the article on my final image. My main idea is to show potato like part of something different that we know. For  Idaho ad:  lower light contrast, using a lot of light.

Results: For the Botany of Desire image I used dark background and high light ratio. The reflection from the back complements the image. The medical glove and zip lock bag gives feeling of something artificial and not natural. For the headline I used font with floral elements and it has contrast with the image. For the Idaho Ad I chose lighter image with soft background gradient. I did some manipulation in the Photoshop: such changing the color of my watch from red to green, added transparent image of a green leaf and changing the color of hart on the potato.  The Idaho Ad looks green, healthy and natural.

Summary: The article talks about significant changes in Lower Manhattan after the unforgivable tragedy of September 11. The new One World Trade Center represents all phases of dealing with a tragedy: mourning, accepting the continuation of life, planing the future, learning to become better, proving to yourself and other the power of resilience.  Changes happened not only in the neighborhood’s landscape, but in the population it occupies. Down town Manhattan became a vibrant part of the city not an offices area alone. The new One World Trade Center serves as part of  the healing process of the area, the city and the nation. It shows that people and our country need and can resolve.
Communication problem: The image should show harmony between busy, urban neighborhood and  silence memorial complex. Improving area exist next to “peoples pain”. The ability of resolving however hard it is. Human happiness next to emotional past.
Image Ideas: Dynamic composition of architecture, interesting and unexpected angles, emotions of neighbors. Contrast between 2 different places existing next to each other. The new One World Trade Center  as a symbols of the emotional resolve of American people.

Results:  It was hard to choose an image. I selected two different  photos which in my opinion represent the article in the best way. First image shows a bag with working  tools and at the background we can see the museum of 9/11 next to other store signs. For getting such an angle I almost lied down on the ground and the result had justified itself. The font face reminds me of a store sign and I think it complements the photo well.  Second photo communicates in a different tone. In the middle we can see a delivery guy in red short walking with red flowers. Red color looks festive and noticeable and I think it can symbolize result of the emotional resolve of American people. I enjoyed the class trip a lot and I am happy with my photo results.