Beginning this
project I researched into many advisements and I came especially interested in
animal rights campaigns. I initially started to research into the ivory trade
and how elephants are abused for their tusks to make jewelry. I researched into
what was happening now and found some shocking facts about African rhino
poaching and some interesting info graphics. After a lot of researching into
animal rights the subject I came across most interesting is fur. I came across
some really disturbing videos and facts about China’s fur farms, how the
animals are treated on the farms and what happens to them during slaughter.
Peta is the one
campaign that I focused on, looking at their advertisements I realized just how
badly they do it mainly using blood, naked women and gore. The advertisements
make you want to look away not look at them, they are far too shocking and I
don’t think they work very well. On the other hand one advertising campaign
that I did think that worked well was the WWF ‘Give a hand to wildlife’ using
no distressing imagery they convey a simple message across their
advertisements.
Once researching I
then began to think about my own campaign and how I was going to convey the fur
message. I began by sketching out some ideas at first I found it difficult to
think of ideas. I wanted my campaign to make people more aware of what is
happening to these animals, for consumers to realize that it is wrong and
should never buy fur for decoration. The target audience for my campaign would
be quite wide being 18-50 year olds but mainly people interested in fashion. I
want to open the audience’s mind to what is going on in these fur farms.
After much thought
I decided I wanted to do something quite practical for this brief and try out
areas I haven’t explored before such as fabric screen-printing and spot
varnishing. I began to design a label for the inside of a fur coat ready to
screen print on fabric to be one of my posters. I also designed labels to spot
varnish for a high-end look. Screen printing took up a lot more time than I
expected as things just kept going wrong with my screen, I should of allowed
more time for screen printing. Once I had screen-printed I was then ready to do
the photo shoot for my designs for my postcards, zine and poster. I had a lot
hanging on this photo shoot, as the final images would be my overall designs.
I explored quite a
few ideas within the photo shoot, including hanging the fur coat, fur on type
and the label. I really enjoyed doing the photo shoot and got some good results
to reflect my campaign. One thing I didn’t think about though was the shadow
the projector would show within my images, if I had more time in the studio I
would of experimented further with this. Once the photos were taken I chose
some to go into Photoshop and experimented with colour and layout.
The photos went though
out my designs and are the basis of my Peta campaign. I used a limited colour
palate thought the campaign to make sure it all fit together and so all of my
outcomes could be cheaply printed and distributed widely. Overall I am happy
with the outcomes of this brief if I had more time I think I would of liked to
have spent it screen printing or experimenting with another new technique.
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