Creative Journal by Chiara Broggi-Edhouse

First Journal Entry (Week 1)

cbroggiedhouse1 — 2022-03-01 06:22:39 UTC

1. Record your initial thoughts and feelings about the course and this task. Are you feeling eager? uncertain? overwhelmed? excited? Have you done this kind of thing before? Do you already have an idea you’d like to develop for this assignment?

I am feeling slightly challenged because I do not usually create content that is promotional or commercial in anyway, however I have made a promotional video in the past. I made it for the team of students I was apart of within Australian Business Week, and I was head of the marketing team. I did the promotional video all by myself and I ended up getting full marks. For the week overall we got ourselves first place.
I do enjoy making posters and have always leaned towards design positions in group work for school.

After listing a few ideas I realised that it might be easier than I thought it would be. My first ideas of possible promotional videos include:
1. Beekeeper Society - Join in and film why it is important to be an active beekeeper and why it is a good idea to join the association.
Connection: Gabriella
2. Theosophical Society - Film talks and discussions they hold, as well as their library and bookstore. Message could be about being apart of something greater, reflecting on the unknown and gaining knowledge.
3. Bittunes - (Father's online business) Ask if I can get some footage of meetings and interviews. Include app display (screen record).
4. Himeji Gardens - Include images of my mother's wedding photoshoot, advertise it as a spot for exactly that.
5. Mezzanine Gallery - Showcase my process of setting up an exhibition, demo of the exhibition. Include footage of the spaces/rooms/studios, the workshops, and have Susan talk a little about the gallery. Also, to add some texture I could add some video of the projection I had in mind for the exhibition; a very colourful animation, glitching and flowing artwork (used for filler in editing).
Connection: Myself - as I am a upcoming curator
6. Brukunga LifeFlow - See if LifeFlow needs a promotional video for their new location and if I am able to visit.
- I was previously asked to make a website for them
Connection: Marne

More Ideas (Week 2)

cbroggiedhouse1 — 2022-03-08 06:00:01 UTC

7. Making music on Ableton or Logic - Film one of my cousins concerts and him working behind the scenes
8. My Apple product collection (computer, phone, airpods), directed at students + student deals
9. Bumble BFFs (application for making friends) - Show creating a profile, promote socialising in an isolated world
10. Starting a YouTube Channel - as a possible career for young people (footage of creating and uploading videos)
11. Learning new skills through SkillShare - expand knowledge, a way to keep the mind healthy (link it to preventing dementia, include Mum as a speaker who works in aged care)
12. ... More focused towards an audience my same age talking about getting off of social media and learning new skills, applying them. Making it relatable and funny.
13. Coursera (online learning certificate and university level from establishments all over the world) As a user myself, talk about benefits, adding achievements to resume
14. Studying Creative Industries at UniSA - why its beneficial for our future and Australia's future (interview undergrads and graduates)
15. ... Same goes for The Australian Central School of Art (have a lot more connections related to this)

Chosen Topic/Product (8/3/22)

cbroggiedhouse1 — 2022-03-08 06:20:21 UTC

I have chosen to go with creating a promotional video for the Mezz Gallery. My reasoning for choosing this over my other ideas is because I have a strong connection with the gallery and the owner. I am curating an exhibition there on the 1st of April and hope to include this in the promotional video of the gallery. I am having a little trouble on what the message could be because I could direct it at grass root artists like myself but the mezzanine doesn't specifically cater for this audience, I believe the audience is more general (just artists).

Summarising the Message + Target Audience

cbroggiedhouse1 — 2022-03-08 06:29:27 UTC

"The best ideas are those that can be summarised in one sentence. In your journal, summarise the message you wish to promote."

Message: Appealing to grass root artists by advertising opportunities available to them at the Mezzanine 55 art gallery.
**Need to talk to Susan and understand her business intentions and target audience more

Target Audience: The target audience I have chosen would be young, emerging creatives/artists because I relate to it very much since I fit into this category with my exhibition at the Mezz 55. I believe there is a larger pool of people in this category than just a more general artist audience, and they also have a keener interest in jumping onto opportunities like this – a new, affordable gallery space.

Inspiration

cbroggiedhouse1 — 2022-03-15 03:09:32 UTC

The first art gallery promotional video that came up was this one. Just in the first 30 seconds it has a wide variety of impressive transitions and styles (text behind the people in the video, pixelation, slow motion, smooth cuts) that can be used in a gallery setting. It especially helps in story telling and engaging the viewer. It is fast and straightforward and if it were any slower it would be boring.

Artsy, 2016, The Art Market (in Four Parts): Galleries, viewed on 8 March 2022,

Some more ideas (Week 3 - onwards)

cbroggiedhouse1 — 2022-03-15 06:16:35 UTC

In the first week I watched some previous student work and the ones I saw were very formal and long, they were typically showing a group, club or society and pulling people aside to talk to the camera directly. So I thought I had to do the exact same which is why I could only think of 6 ideas in the first week – left me without much liberty to use my creativity. Then trying to add more ideas, I thought they all had to be very realistic – specific to our abilities and tied to the in-person connections we actually have. As soon as discussions about creating ads that grab the viewers attention in the first seconds, having a strong message to move your viewers, and involving smart and funny ways of asking "what if-", got me questioning new possibilities outside of my exhibition/gallery idea. I started to look at what I have been apart of, my passions, and what I hope to advocate for in the future.
So here it goes, let's aim for a minimum of 60!

16. Benefits of taking the OBarn bus routes - quick, easy and affordable transport
17. Marden Senior College courses - Footage of my bakery course
18. Using Micador BrightTips (100 Tonal Markers) and making art with them
19. My headphones from audio-technica, how versatile and good quality they are (listening to music, making music, noise cancelling when playing drums)
20. Smoothie maker (nutribullet), show making different drinks for different occasions, for yourself & others
21. Dillons bookstore - stamp card benefits (describe the nice smell of books as you enter :)
22. My mini pool table - can take it anywhere (show different cuts of locations)
23. Eventbrite and how to make an event (how easy it is) use footage from my exhibition event
24. Parkour group on Sunday's in the city only $10 for 3 hours
25. Showing how to recycle in new ways - using cereal boxes for storage compartments on desk
26. Taking photos on a film camera rather than the phone so you can cherish the moments more, instead of having heaps of photos in your camera roll that you forget about
27. Printing off photos and using photobooks even if technology advances, keeping alive special moments
28. Spontaneous art making - watercolour travel kit - spark creativity
29. Black Lives Matter organisations to donate to, because this was never a trend (always relevant)
30. Showcasing an app that allows people to post to families in their area/community about stuff/products they don't use anymore but still in good condition and can be given instead of thrown out
31. Showcasing an app that allows people on public transport or in public generally (teenagers to young adults) to see who has an interest in them but are too shy to talk to them ("Ever see someone special in public, but realise you may never see them ever again")
32. Adopting dogs from shelters instead of buying them
33. Spreading the message that change starts with you, if we all think the same way "ignorance is bliss" mindset, nothing gets done - environmental strategy
34. The Sewing School in norwood - only $40 for 3 hours supervised class
35. Bringing a "Keep Cup" to cafe's
36. Using canvases as paint palettes or making paint palette scrap books instead of washing it down the drain
37. YouTube tutorials and all the things you have at the touch of a finger, all the things you can achieve (things you didn't think you could do)
38. Poetry magnet letters - spark creativity in every day life
39. Homework apps for uni students that keep them on track
40. Getting things done with Forest, an app that plants little trees on your phone when you focus
41. Encouraging people to seek out artists Patreon pages to support them
42. What products to buy to be environmentally conscious - resources that can help you do so
43. Thrifting at Savers, put aside any biases you have against it, save money, reject fast fashion
44. Finding resourses like card games that help keep people present with family or when meeting strangers (impactful conversations)
45. How simple it is to make music on GarageBand, even though its not Ableton, just creating music and using free opportunities like this to stay creative, keep track of the little melodies in your head
46. Using Apple Tv, how helpful it is (eg. using YouTube on your TV to do exercises)
47. Paint pouring medium, how easy it is to make interesting and unique art pieces - anyone can make art
48. Using little sealable plastic (reusable) cups that make painting acryllic paintings a lot easier in the sense that your palette doesn't dry out
49. 48 colour paint set from Liquitex that I use a lot (used for my painting in the exhibition)
50. Showing how everyone needs therapy and to rid your prejudice or biases against it - perhaps aim it towards men talking about toxic masculinity (yikes that might be hard)
- something similar to the car ad where tough looking men use words that are more related to women.
51. Regular poetry and zine events for new emerging artists held at a specific location (outdoor venue, rooftop / café)
52. Virtual Reality Art Gallery
53. Package of donations every month, get sent information and pictures of their development
54. regular meet-ups for practice of random flash mob choreography
55. An easy way for graduates to communicate with undergraduates - tips and tricks, what matters, what to expect, what they wished they knew sooner
56. An easy way to understand the best tutor/private teacher (music lessons) for you. A way to see their teaching style exactly for what it is, past student reviews
57. AI to help bring to life 3D images right in front of you through your phone camera whatever you are planning. Whether it be home renovations, a character for a story..
58. a gadget to assist with cooking eggs (boiling, poaching) - combination of a scale, thermometer, timer.
59. A map on the phone for people to access where they can add their thoughts on the location, what it means to them, if it reminds them of their childhood (up-voted comments)
60. An app that makes it easy to learn new words - type in what you have to do today, comes up with related interesting words that you can then use which it provides sentences for

Week 4 (22/3) free thought journaling - gaining stronger messages

cbroggiedhouse1 — 2022-03-30 02:30:33 UTC

I started remembering the advertisements I have grown up with and the ones I still remember (a lot of them shown in the lectures). I really loved seeing the student promo video on road safety where the seatbelt wouldn't stop singing and talking annoyingly, so the passenger ended up clicking in their seat belt so it would stop. Something so simple with such a big message that positively influences the viewers is something I want to achieve - because it's those ads that really stick in our memory and create change.

My take on the previous student promo video:
So what if? What if AirPods could talk to us?
I thought of a simple and sort of silly advertisement to do with my AirPods where either they are talking very softly and I try to hear what they are saying - which cuts to me listening to music. Or, earphones with the cord talk to each other as if they are in a relationship and say something like "I want no strings attached" - in order to then introduce AirPods. Looking back on it, people would probably roll their eyes if they were to see it. But, at least this type of thinking opened my mind up to more creative ideas. I also realised that I need a stronger message in order to reach an audience.

Then I thought back to idea no. 13 where I would promote Coursera, a website in which you can access courses and degrees from all over the world (all online). My message would be showing how easy it is to start and how it is never too late to get the qualification you have always wanted. The ad would have me at my desk with a computer and the website open, someone continuously circling around me with a camera and with each turn I change my outfit to match different professions/jobs (showing all the possibilities).

From this idea I looked back at idea no. 9 and 12 about Bumble BFF and getting people my same age to socialise more. More about this idea below:

Promo Video Idea (that changes later): The Mezz Gallery

cbroggiedhouse1 — 2022-04-03 05:23:15 UTC

Week 2

I include more inspirational videos + academic sources with my most recent promo video idea (Bumble BFFs)

cbroggiedhouse1 — 2022-04-03 05:36:47 UTC

Scroll further down

Latest Promo Video Idea (Bumble BFFs)

cbroggiedhouse1 — 2022-04-03 06:50:31 UTC

Bumble for BFFs is an app that I have used to make friends online. It is designed in the same way as Bumble for dating, in the sense that you create a profile, swiping left or right and pursuing matches (both people having swiped right). Bumble BFF helps build a community around you wherever and whoever you may be.

Target Audience + Message
I am hoping to use this opportunity to shed light on mental health awareness for young people as a core message to move the audience and to promote the application. It will encourage people to get out there and meet people, to reach out and leave feelings of isolation behind.
Statistics from websites (to provide a general idea):
• This app is popular for those aged 23 to 29 and the minimum age that Bumble BFF is available to is 18 (Correa, 2020).
• According to BeyondBlue, young people are the age range least likely to seek professional help for depression (Beyond Blue, 2014).
• In a study, the largest group of people that admit to feeling 'somewhat' addicted to social media were those aged from 18 to 22, and close behind that were ages between 23 to 38 (Truelist, 2021).
• More adults aged from 18 to 29 (21.0%) said to have experienced symptoms of depression, than those aged 30 to 44 (16.8%).

AIDA Process

cbroggiedhouse1 — 2022-04-03 13:14:42 UTC

"...how you will capture your audiences attention, interest, desire within the story/appraoch and persuade them to take action (buy/promote)."

Attention:
I will get the audiences attention by having something within the first several seconds that is contrasting to the eye, like a dark room with a bright screen of a phone as the light. (metaphorical - artificial light/hope)

Interest:
The audience will hopefully relate to the actress which will be me as I am in the age range of my target audience. I will have symptoms and feelings said aloud, and I will then add how to get out of this place and that this isn't forever.

Desire:
The audience will want to see how the actress gets better and where she will go from there, if they are in fact hoping that for themselves.

Action:
Downloading the application that is fast, easy and free.

Inspiration Videos

cbroggiedhouse1 — 2022-04-04 07:54:37 UTC

Starts off by asking questions to the audience about if they have ever felt certain sensations or feelings. It makes it relatable and trustworthy to hear someone describe these so well. It covers mental health other than just depression, so it is inclusive. The contrast of dark and light is used a lot, along slow rise of more upbeat music towards the end. I can take these influence from these features to fit the tone to the message. It also describes the ideal friend for someone struggling with mental health which would be useful to come back to.

Time to Change Wales, 2017, #WeCanWeWill | Mental Health Awareness Campaign, viewed on 29 March 2022,

cbroggiedhouse1 — 2022-04-04 08:31:39 UTC

This ad is for Bumble Dating, which is close to what I would promote. It makes meeting people seem exciting with its fantastic cinematography, photo slideshow, how it splits the screen twice or three times. This also keeps the attention of the viewer, with its contrast of shots and the different frames. I aim to have this fun style for my promotional video. It also sheds light that some dates may not be amazing, which I find makes it more realistic.

Bumble UK, 2021, Fall In Love With Dating, viewed on 29 March 2022,

cbroggiedhouse1 — 2022-04-04 08:45:12 UTC

Goes through all the thoughts someone in this position could be thinking. Talks about the stigma society has placed on mental health and the struggle with social media and its theme of perfection. These are some topics I will discuss in my video. Discusses how we should look past labels and see people who are struggling and to open up the conversation instead of fearing mental health.

Children's Hospital Colorado, 2017, Break the Stigma, viewed on 29 March 2022,

cbroggiedhouse1 — 2022-04-04 09:22:57 UTC

In comparison to my other videos that have inspired me, this one focuses on the impacts of social media. It has a teenage actress that makes it easy for people of the same age to listen to and to be persuaded by. Plus, it sounds more natural than scripted. It shows her in her room, which is similar to how I want my video to start.

Self, T, 2019, BE MORE - Social Media & Mental Health Short Film | be more campaign, viewed on 29 March 2022,

Academic Source #1

cbroggiedhouse1 — 2022-04-04 09:46:22 UTC

This sources shows how through their study they have gained an understanding that real-life support is favoured in comparison to support from social media. This is due to social media's negative effects on mental health.

Meshi, D, Ellithorpe, M, 2021, ‘Problematic social media use and social support received in real-life versus on social media: Associations with depression, anxiety and social isolation’, Addictive Behaviours, vol. 119, pp. 1. viewed on 28 March 2022,

#2

cbroggiedhouse1 — 2022-04-04 10:34:53 UTC

This source shows exactly what big companies like Bumble don't tell consumers, which is a great heads up when thinking of making a promotional video of their application. I wouldn't want this app to be harmful and that goes against my message. So this was useful in knowing that dating apps can be in fact as addictive as drugs because the same reward pathway is activated in the brain. It goes over the idea that dating apps have become 'gamified' and profit on 'romantic vulnerability' (Beck, S. 2020). It gathers findings of neuroscientists that have come to an understanding that obsessive scrolling, is in fact detrimental to mental health. Additionally, scrolling whilst waiting for a notification is related to a rise in cortisol levels (which delays the ability for people to recover from stress).

Beck, S, 2020, ‘The Brain and Swiping for Love’, Scientific Kenyon, viewed 28 March 2022, <https://digital.kenyon.edu/cgi/viewcontent.cgi?article=1045&context=skneuro>

Mind Map - Bumble BFF

cbroggiedhouse1 — 2022-04-04 11:10:40 UTC

After reading my second academic resourse, I realised that using Bumble BFF with its dating app style - may be playing into social media and its negative impact on mental health. Especially since my third academic resourse mentions that too many choices (as in people's profiles) creates a cognitive overload.
Therefore, I am starting to believe that this will be a great opportunity to create a version of the same app (or an entirely new app) that is better suited to creating lasting and authentic friendships, rather than temporary bursts of dopamine. I believe this is also a great time to advertise something like this because of the pandemic and how common isolating is now.

#3

cbroggiedhouse1 — 2022-04-04 11:21:56 UTC

In this source I have gathered that in order to make choices, the brain must perform attribute assessments involving memory, which require multiple cognitive mechanisms. With choices kept to a minimum, people can assess and compare options with ease. However, with an increased number of choices, the brain goes into cognitive overload which can hinder decision-making.

Riffenburgh-Kirby, K, 2021, The Influence of the Perception of Abundant Partner Choice through the Use of Dating Applications on Romantic Relationship Commitment in Emerging Adults, Saybrook University ProQuest Dissertations Publishing, chap. 1, pp. 1. viewed on 28 March 2022,