Anthropology & Sociology Literary & Cultural Studies

As a Creative Director, I have been asked to create a TV commercial which promotes the upcoming Perth Street Art Festival.

The theme of this festival is the identity and diversity of the community, whilst the proceeds go towards the funding of a Community Centre.

It is important that this commercial encapsulates the distinctiveness of the community, and reflect on it’s history, it’s people and it’s future. I intend to use film director Ross Tinney to produce the commercial and use a variety of settings within the inner city. One of the most important locations I wish to feature in the commercial is the Swan River, as it is not only one of Perth’s biggest icons, but because it bears historical significance to our Indigenous culture.

When considering a TV advertisement that goes for approximately 30 seconds, you need to ensure that you efficiently communicate the message within a short period of time. The message I wish to convey within that short period, is how our community has evolved, from our Indigenous history, to the multicultural society in which we live today, and create those references through an artistic form. I also wish to feature a various array of people who are from the community, not models or actors, as I feel this would make the concept seem a lot more authentic, and people can relate to it easier.

I chose Ross because he is a local film director who has accumulated success for his work in the visual advertising field, and would have a clear understanding into the identity of the community. Following the filming process, I want to enlist Resin Studios to create the visual and animation effects for the advertisement.

I have been given three weeks to complete this project, so I endeavour to allow two weeks for filming and animation development, and one week prior to the deadline for editing and refinement.

Bachlor of Arts

My Contribution:

Throughout the community project I will be the photographer. This event is an Art fundraiser which will have local artists and Artistic pieces for sale to give back to the community.

The role of the photographers in the Community Arts Project consist of taking photos of the festival throughout the day.

The Brief

The design brief that was given to us was the event will run throughout the day which is supporting local artists to raise money. Our job is to capture the day and all its highlights, either on the main stage where their will be a small live band that will be preforming to ther public, getting group shots of people enjoying they day.

The photos will be captured in RAW format, this will allow for maximum quality in all the photos. To store all the photos from the day, a 16gb high transfer SD card will be used to allow for 1000+ photos to be taken on each of the two cameras.

There are two photographers for the same. One for the main stage and one for the public crowed. The two will work on the task of capturing the Arts Festival vibe. The main aim for the public photographer will be to capture people enjoying themselves throughout the day at the Arts Festival; he will also be taking group photos of people to help on social media to promote the name for next year. The main stage photographer takes photographs of the local artists playing throughout the day.

Editing Process

The editing process will be started on the following day back in the studio. The photos will be exported in 72ppi to be uploaded to the community website which will be watermarked and have the logo of the event placed on the bottom centre.

The price for this event will be minimal pay, $20 per hour for each photographer, which is cheap regarding a normal pay.

Job Description: Street Promotion of Festival

As the person in charge of the basic street promotions of the event, it was my job to make the local community aware of what was going to happen and
how it would benefit the funding of the community centre within the area by using effective methods of communication and advertising.

One of the major areas of my job would be to research the different ways of communicating the intended message, what would be effective in promoting the
event at a street level? I.e. flyers, street performers, attending schools in the community. I would also be focusing on hiring Free lancing agents who will be helping to create the advertisements  and designing the necessary items which will be used to promote the event.

* Flyers

* Hire Street performers to perform around the local area and who would promote the event itself.

* Attending school assemblies and events

Will be managing the street level, face-to-face, promotion which will be taking place within the community. Will be in charge of hiring professionals who will be assisting in the creation and performance of promotional material.