1st Project: 

Immigration Advertisement  

Project Discussion Day 1 

We had discussed on how important looking at the site when deciding what you want to create for your final outcome.

We discussed the uniqueness of the railway station, which I did find really interesting. I personally wanted to do a campaign that would fit my project proposal, such as the problem of the immigration in the world. I came across an article talking about the problems of the immigration system and the worries of the citizens but how that would benefit the country and how their worries wouldn't be a great concern. 

After I read this article, I found it really interesting that they used the analogy of 'opening a door', us being the key of us creating much more economic progress or not. I wanted to research on how I could use this analogy to display the campaign in an effective way in the underground. 

I came across this campaign from Big Ant International for Global Coalition for Peace - "what comes around goes around" which I felt was a very well done in terms of showing how war is ineffective to solving a problem and how that would only produce karma to ourselves. This was the first thing I actually thought of when doing this project and wanted to be able to show the campaign in a site somewhat similar to what they had done in their work. 

I did more research around Guerrilla Marketing which is the type of marketing such as the example above have done. 

Project Discussion Day 2

I had a discussion with my friend about advertisement and she had told me about Guerrilla marketing - which I found out was the exact type of marketing I was looking for : Marketing in a specific space. I started doing much more research on the Guerrilla Marketing and found this one photo that gave me the most inspiration:

This photograph allowed the viewer to understand and think twice in what they buy when they go to the groceries and spread awareness of poverty. The supermarket was also helping the charity raise money at the end, so when unloading and asked if they wanted to donate money, they could look at the kid and possibly create much more empathy towards them and allow them to donate money. I found this really interesting as the photographs were done in a documentary style. - I started researching about different documentary styled photographs in the immigration issue to understand how I could change it into a clear campaign message. 

photographs of families going together - or just individuals going by themselves (most were women) I started getting inspiration for the garment through the diffrent photographs around 1910 where immigration was at its peak. I had drawn several different outfits that I could use in the shoot - brainstormed key points of all the immigrants. - I felt that it would be much more interesting if there was only one person as it makes it much more personal and the viewers can easily and quickly give focus to the individual and possibly think about the situation she is in. (as well as time issues, I felt it would be better doing one model, but having several different poses). 

Project Discussion Day 3

I was thinking of putting the whole outcome on the underground platform on the floor. After looking at all the different ways that I could place the campaign in the underground on the first day, I realised that I wanted to add it into a place people would see without knowing and where their eyes would usually direct. For me, I realised that I constantly look at the floor of the underground, as I look at the floor or just simply think about something, look at the yellow line. I constantly seem to look at that place. I also realised that it would be a great analogy to add if I added it in the underground, as I recently just watched the Korean movie 'The Parasite' (기생충) - which shows the analogy being in a hierarchy lower than just being the initial 'poor' in Korea but instead steeping so low in their life that they have to live in a place below in a basement with no windows, where as the main characters live in a semi-basement where there is some light that can be seen through. Instead placing how people have been describing immigrants in need lower than the citizens of the UK, which is a prejudice that we have to break - trying to make the viewer feel uncomfortable by looking at it. 

Project Discussion Day 4

I had done the final preparation for the photography for the final outcome  - I had placed a plane background, using the lighting as a torch (so it seems like the person shined a light into a hole and trying to look through it with their phone/flashlight. I had the model dressed up into the final garment which was layered with different garments as it showed how immigrants in the past would layer their clothes so they could bring as much garment as possible by wearing it instead of bringing it. I felt that I wished I could get much more depth with the photographs so the model was actually standing up and trying to get up. I also wanted to get a shoot where the model is hanging on to the 'platform' and in the brink of falling so it could feel like only person that could help them would be the viewers. However, with the minimum amount of space and black material I had as well as time, I wasn't able to get a photoshoot that great of length, but took photographs of the model being hopeless and such on the bottom of the hole, trying to reach out of the 'hole' that they are in. I also wondered what it would be like if I actually used a LED light and if that would make it interesting, but I thought that the use of a torch as a light was much more interesting and realistic - brings out the documentary atmosphere I was inspired from. 

Project Discussion Day 5

On the reflection with tutors and classmates, the tutors and classmates discussed how they were interested in the metaphoric aspect it brought, however they felt that it didn't bring the personal aspect into the whole outcome and it felt distant to them. However, my campaign was not suppose to be personal but instead factual to the reality of the situation. Personally I think I should have added words to make it more clear what the whole campaign was talking about such as "A border you can cross but not me" or at the bottom a small note to donate to Action Aid or Penny Appeal to help the immigrants in the UK - even a possible QR code for the viewers to go the charity donation website. 

Cultural Diffrences 

INSECURITIES developed through culture 

Old and New