GET HIGHER - FINAL MAJOR PROJECT
Brief - Creating my own brief for this project was exciting as It allowed me to work on a project that I was passionate about and that I would really love working on.
Insight - Witnessing people around me abusing alcohol and drugs motivated me to create a campaign in the form of a book for my final major project to show to them and the rest of the public that you can get high naturally and improve your lifestyle.
Solution - To create a visually striking campaign that encourages people to encourages the public to seek natural highs through exercise on the streets where the drug and alcohol abuse takes place. The campaign provides information on how to get higher naturally and routes you can take to travel around London.
RESEARCH & THOUGHT PROCESS
My initial research was aimed at finding out the real problems with drug and alcohol abuse highlighting the damaging effects it has. I looked at various research online from reliable sources such as the NHS and addiction websites. I also researched for people giving their stories for inspiration and motivation for the campaign. I found various stories of people explaining how their life was saved by exercise and sport struggling from addiction.
This is an inspiring story from someone who had an addiction
These stories inspired me to create my campaign to spur people on who need a push down the right path.
My research into my initial moodboard to gather thoughts and ideas was to find images that were visually striking related to London city. This gave me the idea to use a lomocrhome purple film in my photography to give the images a hallucinogenic effect.
I had to research into different places I could buy the film from and make sure it coincided with the camera I was using. Luckily my friend had used this effect before so I went to his house and we took some test shots together. Once I was confident in using the film I headed up to London to begin the photography for the project.
I found the purple film to be more beneficial in certain lights at different times of the day. When the sun was very bright and high the images would appear more colourful and vibrant. When it got darker the images lost their colour and became less exposed to light.
Once my campaign was starting to come together I had to find a way to provide information for the readers and link it to the photography. So after consulting with other creatives I decided to research into the map of London and create my own routes. For this I went up to London and ran a route that I believed would be easily accessible and enjoyable for people to travel through. I decided on doing a route through Camden, Trafalgar square and Covent Garden as these were the locations where I did some of the best photography.
Of course I had to research into the hormones that are released when you do exercise. The four hormones that are commonly released are Endorphins, Adrenaline (depending on the type of exercise), Dopamine and Serotonin. I needed to research this thoroughly and ensure it was from a reliable source because if I am explaining to people how to get higher naturally it needs to be correct and valid. I quoted the information in the book from reliable sources online instead of rewording it myself as I felt it would look more professional actually coming from someone who is a professional in that field.
I personally have learnt a lot from this project and about the human body and I hope the people who read this book will have the same experience.
I wanted to take my publication to the next level so I decided it would be really cool to make it compatible with AR technology so increase the hallucinogenic effect by making the colours change in hue and saturation when scanned. Initially I wanted to use Blippar as I have worked with them before however I found it to be a struggle when they wouldn't publish my Blipps live and they had to be approved.
Following on from this, I researched into other various AR platforms to see what one would be best to use for my book. I came across Zappar and tested it out. It was extremely straight forward to use and was easily accessible on my phone and laptop.
I created all of the scans online and then downloaded the PNG's and placed them into the inDesign file. Each scan had to be a different colour to ensure the right image was displayed. Using AR technology appeals to the younger audience and also creates a lot of engagement between the user.
THE ONLINE PRESENCE
GET HIGHER - THE STORY
Witnessing people around me abuse alcohol and drugs gave me the motivation to do this campaign for my FMP. I wanted to create a book that was not only visually striking but would catch the attention of the younger generation. This is where the problem arises from as we found in the research.
My concept was to create a book that would inspire positive change towards drug and alcohol abuse to get people to get a natural high instead of an intoxicated high that damages the human body. The aim would be to get people to read the book and give them the information and guidance to be able to make a change towards their lifestyle.
I wanted to experiment with ideas for this project to give it its own brand identity and to do this I used a lomochrome purple film for my camera when taking the photography on the streets of London. I did this to attempt to create a hallucinogenic triply effect in the images. I feel this gave the book its own style and identity.
After analysing my first draft of the book i felt a bit lost in terms of where to go next with it. The book seemed incomplete and was missing something. The photography didn’t yet serve a strong purpose. After many discussions with other creatives I decided that I needed to link the photography to possible routes in London people could take to get high naturally. These routes were put into the book in the form of a map of London and explained how to get from A-B. This gave the photography a much stronger purpose and meaning.
What worked well in the project was the photography and the lomochrome purple film I used. Also the book was very intuitive as I learnt a lot about the human body and the hormones we produce when exercising.
What didn’t work so well in the project was the initial struggle to make it all tie in together in an order that made sense. I also struggled with the printing of the book due to one professional letting me down.