Creative Journal by Dixon, Cameron - dixcy007

My Initial Thoughts

dixcy007 — 2023-03-07 03:37:51 UTC

Extremely eager for the opportunities this course has to offer. The current nature of the work will align well for me, putting in practice work that I would like to complete once my degree is completed. In the past I have had experience in Digital Media through running my own business and completing a traineeship in Digital Media & Publications last year. I am excited to build upon these skills and develop myself at a university degree level. At the moment I have plenty of ideas floating around for a potential project.

My 80 Possibilities

dixcy007 — 2023-03-07 03:48:26 UTC

Promote Neighbour Avenue (my band)
Promote Dixon Creative (my business)
Work on yourself, the gym power of gym
The wombat wobble sprinkler
Why everyone should donate to Cancer research
Importance of Umpires for sports to thrive
The Outdoors: live in the present
The town of Port Elliot, and its attraction
Power of Public Schools for development
Importance of travel and seeing the world
Gap years for people's future
How I became SA's Youth of the Year
AFL's impact on Australia
Basketball in South Australia
Effect of live music in Adealide
The people of A Floor at St Marks College
How to support Black History Month in Adelaide
Help us save the native Bees
Working with others be make better
Room Tour at St Marks College
Why pushups can help change you and the world
How gratitude can create a kindness pandemic
How to train a cat to run fast
Adelaide festival seasons effects
Italian food is the best
Drive with me video
A Day in the life
How books generate a wealth of knowledge
Inter-college sports
Riverland Music Festival
The importance of Indoor Plants
Promote myself on DJ Decks
The power of stoicism in everyday life
The current Adelaide Music Scene
Olly Sellen 2024 Draft Prospect, short documentary video
Why get back into Vinyl Albums
Technology taking over the world and its people
Save the Australia native fauna
Climate Change in regional South Australia
The creative process
The benefits of bushwalking
Iced Coffee on Melbourne Street
How to radiate happiness and joy to everyone
Folk Music Australia
Donate to the Pink Test
Water Bottle that is a sundial, that tells the time
Shower Singing and its effects
Menu Planning and its importance
Promote my own Wedding Videography
Aboriginal Heritage of Australia
Aboriginal importance of Australia
Why the Barossa's history proceeds itself
Paddle-steamers of the River Murray
Australia States History
Decluttering Emails to help yourself
Best ways to have Personal Management
Apple Watch for the everyday
Perks of being able to stream music
A new safe Protein Supplement
Importance of Digital Media to the future
Marketing and its bad effects
Old shoes, new life
One man's trash is another man's treasure
Port Lincoln On Going Fires
Riverland Floods
Riverland Flood recovery
Murray River
Murray River history
Visit North Adelaide
Stop alcohol overuse
Uni student stereotypes
Basketball highlight reel
How to care for indoor plants
Why one should strive to grow and prosper
Force gratitude for the things we do have
Growth mindset
Phone case that transforms in a light
Grass
How the whole generates the individual
Custom fortune cookies

My Message

dixcy007 — 2023-03-08 05:23:25 UTC

The power of living in the present; step outside and see the world. Enlightening people to the world they can have, if they choose to live in it.

My Target Audience

dixcy007 — 2023-03-08 05:27:12 UTC

Target Audience
Australian 18-21 year olds living in the city, interested in living life to the fullest and uses technology daily.

Why
By targeting this audience, I will be able to have a real impact on people in a similar situation to me. In turn, this will allow me to enrich the life of my audience.

Demographic
Age: 18-21
Personal Interests: Interested in living to the fullest, technology used daily, searching for freedom
Political/ideolgical affiliations: self development, philosophy
Geographic location: Australian cities
Level of education: Finished Year 12 and currently studying

Networks
Which platforms are members of my audience using?
Tik Tok, Instagram, YouTube, Facebook
How long do members of your potential audience spend on those platforms?
2h 0m on Social Media daily (Genroe 2023)
How often do members of my audience use the platforms?
They use the platforms daily on multiple occasions
What kinds of content do they enjoy consuming?
Prefer watching short form content on mobile devices (Mubrella 2019)
How can your content enrich the life of your (potential) audience members?
By providing an information video, intending to inspire and make my target audience change, I will enrich the entirety of their lives. They will be better humans and will be able to live life to the fullest extent.
How does your content differ from similar content available online?
It specifically targets the youth of Australian cities. The content will be relatable and ensure that it is understandable for all. It will include elements of humour and videography beauty.

Research: Target Audience

dixcy007 — 2023-03-14 05:41:05 UTC

Genroe 2023, Social Media Statistics Australia (Updated January 2023), Genroe, viewed 14 March 2023,

I found the section in regards to my target audience's (18-21 in Australia) Social Media usage in 2023 interesting. I will be able to use this data to create a better understanding of my target demographic and learn about different platform usage.

Mumbrella 2019, Australians are watching almost 26 hours of video per month, a 5% year-on-year increase, Mumbrella, viewed 14 March 2023,

I found the part about short form content. This will help me understand what sort of content my target audience enjoys viewing.

Research: Message | Annotated Bibliography

dixcy007 — 2023-03-14 08:29:11 UTC

Cook, B 2016, The art of short form content : from concept to color correction, Focal Press, New York.

This book outlines the creation of short form content in a variety of contexts; the content type I am creating for my target audience. This source was useful as it places importance on quality and the messages the video portrays. I found Cook's three interrelated sections that create short form content: attract attention, an emotional response and shape perception and motivate action, very interesting and relevant. From this source, I know that my short form video must have a strong message and focus on the target audience.

Stevenson, T 2019, 'Mobile Phones Are Stopping Us From Living In The Present', Medium, 16 December, viewed 14 March 2023, .

This article discusses how mobile phones are not allowing us to see what is right in front of us, the present. This source is useful in me gaining an understanding of the content for my video. Stevenson outlines how smartphones are amazing tools, however, majority of us use it not for its central purpose. From the article, I understand that if one is too busy documenting everything on their phone, they are just portraying a false world to others. From this source, I know it is important to place fear at the centre of my argument, making the phone users feel like they are missing out wider world.

Eyada, B 2020, 'Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising', International Journal of Marketing Studies, vol 12, no. 4, pp. 30-42, viewed 23 March 2023, .

This journal article outlines the methodical approach Nike takes to conveying their message and how it relates to their ongoing successful. The source is allows me to gain an understanding on what strategies can be employed to make change. Eyada highlights how Nike's bold approach to social campaigns is the catalyst to social problems and change. From this, I need to ensure that my message is loud and clear throughout my video. I will need to ensure that my advertisement is purpose-driven and relates to my target audience.

Application: De Bono's 6 Hats

dixcy007 — 2023-03-22 04:48:36 UTC

⚪️ The White Hat

Effect many young people
Develops long term effects
Leads to mental health issues
Stops self development

🔴 The Red Hat

My friends and family need this message
I don't want others to experience this any more
I know the benefits of being in present,
Also, the effects of not being in present

⚫️ The Black Hat

Do people want to be their best self
Is there a better way of conveying the message
Why do no other companies push this issue
Continuing support around this topic

🟡 The Yellow Hat

Give people a better life
Allow people to self develop
Give meaning to life and work
Find way to break free from society's grip

🟢 The Green Hat

Virtual phone message to show impact
Call to action text clock moving forward to present
Red and blue costumes to signify good and bad
Dark and light colour grading/lighting for juxtaposition

🔵 The Blue Hat

Plan out through treatment
Shot list of exactly what is needed
Location scout to find best
Costume retrieval

AIDA (Attention, Interest, Desire, Action)

dixcy007 — 2023-03-22 05:01:22 UTC

Attention
I will capture the audience's attention by using an aesthetic view of Adelaide and its parklands. The happiness of this present will then change into the contrast of darkness. This will metaphorically represent not being in the present. These immediately conflicting ideas will capture the audiences attention; while using familiar locations will develop a sense of relevance to the audience.
Interest
I will develop interest in the target audience by developing scenes that they can relate to. This will be done by effectively using social media, exercise, partying and uni etc. These common activities will relate directly back to the target audience and make them feel connected instantly. Furthermore, I will develop various videos formats on different mediums that the target audience use frequently.
Desire
I will ensure the target audience has a desire to undertake my action by developing a sense of guilt for not being in the present. By using juxtaposition, the audience will see the contrasting sides of the two states. It will make them jealous and show them the freeing state that they could be in with some minimal changes.
Action
Through the call to action, I will develop a contrast between the two choices. The emotion will build to this moment and let them take action. The text will be, "Find your freedom, live in the present today." Through this, they will be inspired to change their life. The video will show them what they are addicted to and envy the outcomes of living in the present.

Treatment

dixcy007 — 2023-03-22 05:07:06 UTC

This short advertisement will inspire the audience to live in the present and see the life they can have if they choose to fully experience it.

The advertisement starts with Adelaide's River Torrens in the background as someone takes in a deep breath. The breath, birds chirping & the water is heard clearly. They are wearing blue accented clothing. During this, the sun is rising and the morning is opening. Then suddenly, the beautiful moment is distracted by a social media notification on the persons phone. As they open the social media message, the peaceful moment at the River Torrens turns into a dark room. The music rises slowly to add suspense. Their costume now has red accents. The person's thoughts take a dark spiral into the past and future. The person scrolls furiously through their social media feed. The phone can be seen in the persons eyes. A post comes up, showing the rush of the city night life. They now enter a club with loud conflicting music. Drinks being consumed all around them, someone is trying to get them to drink. The mind switches to University work and an assignment that is overdue pops up. The sounds of advertisements fills the air, and builds a chaotic sounds. The mind flashes forward to an older version of the person. Instantly, the person turns off their phone, with the phone turn off sound accompanying it. They are freed from the dark room and the trap of the phone. As the person looks back up, they are back at the River Torrens; once again with blue accented clothing. They take a deep breath and the birds and water are heard again. They now go for a run with a friend, a coffee and play vinyl music. They are in the present and enjoying life to the fullest.

The call to action will have the spiralling dark room contrasting the peaceful River Torrens. The final message will summarise that one can find freedom by living in the present.

Research: Annotated Sources

dixcy007 — 2023-03-31 05:07:52 UTC

Genroe 2023, Social Media Statistics Australia (Updated January 2023), Genroe, viewed 14 March 2023,

Mumbrella 2019, Australians are watching almost 26 hours of video per month, a 5% year-on-year increase, Mumbrella, viewed 14 March 2023,

I found the part about short form content. This will help me understand what sort of content my target audience enjoys viewing.

Research: Annotated Video #1

dixcy007 — 2023-03-31 05:21:41 UTC

Merher, E 2016, Break Free, video, YouTube, 16 December 2016, viewed 31 March 2023,
.

Break Free is an advertisement for Adidas directed by Eugen Merher. It is a beautiful advertisement inspiring people to break norms with Adidas. The strong juxtaposition within the video inspires me. In my advertisement I could use similar contrast in visual style, colour and music to build great suspense. The grain in the video matches the overall nostalgic theme of the video. Through this video, I now understand that all elements need to directly reflect the purpose of the video to develop a thorough portrayal.

Research: Annotated Video #2

dixcy007 — 2023-03-31 07:03:57 UTC

IKEA Malaysia 2018, What If?, video, YouTube, 18 October 2018, viewed 31 March 2023, .

What If? is an advertisement by IKEA Malaysia highlights what IKEA is about and what they stand for. There are various stylistic features that inspire me in this cinematic piece. The vintage burn on the edges give a personal touch to the video. In my video this could be used to make it more relatable and homely. In addition, the fast zooms and beautifully created shots, make a piece that is easy for the viewer to follow. The handheld style adds to the homely nature, reflecting IKEA's purpose.

Research: Annotated Video #3

dixcy007 — 2023-03-31 07:05:47 UTC

Starbucks UK 2022, Every Table Has A Story, video, YouTube, 30 August, viewed 31 March 2023, .

Starbucks UK's advertisement Every Table Has A Story emphasises the possibilities of going to Starbucks. Through this over dramatic representation of a common sight, people studying at Starbucks, this ad inspires the audience. From this video, I have learnt the power of 'match shots' on the continuity of a film. This ad shows consecutive 'match shots' that highlight the passing of time at the table. Furthermore, the use of contrasting colour grading shows the change in mood of the video.

Inspiration: Book

dixcy007 — 2023-03-31 07:24:08 UTC

The concepts within The Resilience Project inspired me to develop the content of this video. Through the mindfulness ideas of the book, I will show the audience what is required to live in the present.

Inspiration: Book

dixcy007 — 2023-04-03 00:44:30 UTC

The daily ideas within The Daily Stoic inspired me to make change to others. Through the book, the power of living in the present through the stoicism mindset was motivating. The concepts will be evident throughout my video.

Brainstorming: Mind Map

dixcy007 — 2023-04-03 01:06:49 UTC

After completing my mindset it was evident there are various different factors that can impact one living in the present. The vast array of self development areas inspired me. In my video, I can use this to highlight the positive impacts that living in the present can bring. It also highlighted how a lot of issues surrounding living in the present stem from the usage of technology. Through this, I will ensure technology is a portrayed as a prominent negative influence in my video. In addition, the social standards and academic stems have inspired me to show that by living in the present, you can break free from these controlling factors. Furthermore, from completing this mind map, it is evident that my target audience is accurate. Usage of Social Media alongside this ever-connected and self bettering society; what better audience to target. From here, my message will stay the same, just the way it is conveyed will be slightly altered.

Inspiration: Maslow's Hierarchy of Needs

dixcy007 — 2023-04-03 01:39:16 UTC

Maslow's Hierarchy of Needs is useful in seeing what is required for one to reach their full potential. This is helpful for me in seeing the requirements for one to fully live in the present. Evidently, this is not always going to be associated with living in the present, but the base layers must be hit for one to have the resources to. This will help frame the argument within my video.

Tone

dixcy007 — 2023-04-03 03:41:18 UTC

Before watching my advertisement, the target audience feels as though they are lost in life. They are unable to find meaning and purpose as they are stuck in another persons perspective. After watching my advertisement I want this mindset to change. I want the target audience to realise the damage they are creating by not living in the present. They will feel inspired to make a difference in their life and hopefully pass this message on to others. To convey this message, I will need to place them under guilt. By targeting exactly what they do and feel on a daily basis, they will feel like they must make this change. I will also make them jealous of the peaceful and content mindset that can be found through living in the present. This is something that I want them to know is achievable with a few changes to their lifestyle. I will do this by contrasting the two sides of living in the present. My message will be simple and easy, such as turning off your phone; and high contrast will allow them to see the two sides.

Research: Fonts

dixcy007 — 2023-04-03 03:50:41 UTC

Aliotta, C 2016, Evoke emotions through typography, Joogpot, viewed 3 April 2023,

I found this article interesting due to its explanation of why emotions are vital in advertising. Aliotta explains that emotions dominate decision making and motivation. In addition, it was contextually helpful in explaining how I can make my video's typeface engaging and exciting. By employing this, the video will develop the correct emotional response.

Idler, S 2012, 15 Practical Tips How To Use Typography For Emotional Design, Get Feedback, viewed 3 April 2023,

I found this article interesting in outlining how typography is not only about good readability, scalability and character anymore; it is also about character and emotion. Idler explains how typography can now bridge the gap between content and design. I will use the section regarding being clear to make sure my message is loud and bold throughout. Also, the section about being consistent will be adhered to.

Application: Typography

dixcy007 — 2023-04-03 04:10:21 UTC

Syne

Designed by Bonjour Monde, Lucas Descroix, George Triantafyllakos

https://fonts.google.com/specimen/Syne?query=syne

Inter

Designed by Rasmus Andersson

https://fonts.google.com/specimen/Inter?query=inter

I chose this font pairing for their contrasting natures. Syne's bold and creative style stands out against Inter's simple, yet effective, style. Syne will evoke a change with its different style. Inter will get straight to the message it is conveying.When put together, Syne's usage in headings will drill the overall message home while Inter will explain in legible and clear typography.

Research: Fonts

dixcy007 — 2023-04-03 04:46:32 UTC

Cao, J 2021, 12 colours and the emotions they evoke, Creative Bloq, viewed 3 April 2023,

I found this article useful for its explanation regarding colour evoking emotions. I found the full breakdown of each colour useful in deciding which colours are relevant to my message. The key emotions stated helped me gain a fast understanding of this. I highlighted the colours blue and green for the key emotions and their relationship towards my message. Blue's trustworthy and serene nature could be helpful in gaining respect and generating a calm nature. While green's prosperous nature and stabile attributes could be used for representing growth.

Cao, J 2015, Web design color theory: how to create the right emotions with color in web design, The Next Web, viewed 3 April 2023,

I found this article interesting in outlining the basics of colour theory and how it can be used. Cao outlines how colours can carry a lot of extra emotion. The sections on contrast, complementation and vibrancy will help me choose my colours for my advertisement. In addition, the colour scheme section was a good introduction into how to choose colours that work together.

Application: Colour

dixcy007 — 2023-04-03 05:00:22 UTC

I chose to employ the Split Complementary on the colour wheel as it combined the values and emotions I wanted to convey. The split between green and blue will convey prosperity and growth & trustworthiness and serenity respectively. The complementary orange adds a sense of friendliness and energy. In addition, the off-white and off-black colours will be used to create contrast when placing text on colours. This palette of these colours develop a diverse range of combinations that can be created.

Application: Colour Contrast

dixcy007 — 2023-04-03 05:14:17 UTC

dixcy007 — 2023-04-03 05:14:27 UTC

dixcy007 — 2023-04-03 05:14:34 UTC

Application: Typography & Colour

dixcy007 — 2023-04-03 05:20:27 UTC