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ShadowYouFinal1_QuyNguyen_s3634575
Shadow You - Experimental Fashion Film
Tagline: 'Your every imperfection makes you the real you'
PROJECT STATEMENT
This is a 2 minutes fashion film called 'Shadow You?' that identifies the idea of self-esteem and self-awareness. In a digital media era where trends and beauty standards
change frequently. We genuinely compare ourselves to others in social media or
daily life. Society and the stereotypes generally make us lose our own identity, we try
to be perfect. Hence, the shadow is like a metaphor simultaneously making you stand
out or fade into the darkness. Monochromatic and bright colors will be showcased in
three different locations which represent three different periods (2 natural places, 1
building) while using narrative to tell the true feelings and experiences. The film will
feature one or two models and set to free copyright music.
ARE YOU OKAY?
Well Being
Background
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Wellbeing RMIT Vietnam is one of the departments belonging to RMIT University that provides well-being and counseling services at RMIT Vietnam to support students in both Hanoi and Saigon. RMIT's Wellbeing department consists of three different sectors: Health Centre, Equitable Learning Service, Counselling Service with professional counselors expert in psychology. The experts can help students and staff with personal, physical, social, and mental problems that they might experience during their time at university.
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The project RUOK aims to improve education about mental health and suicide risk, reduce stigma around it, and provide people with treatment options and pathways for mental health difficulties as well as ways to respond to people experiencing mental issues and suicidal thoughts. By that, this project will increase the connection between RMIT Students and staff make them share their problems and care for each other to minimize the risk and harm. In addition, the project acts as a representation to promote Wellbeing RMIT Vietnam services.
University is a place to study and to work which causes many mental problems such as working pressure, isolation, loneliness, low self-esteem in the crowd, bullying, and relationship problems. However, people tend to refuse to ask or share their problems with their friends because they are embarrassed and worried about social justice. Additionally, most RMIT students and staff have not aware of Wellbeing RMIT Vietnam, a place that can support them when they are suffering from mental difficulties.
Opportunities for RUOK RMIT Vietnam
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Seeing the success of RUOK project of RMIT Melbourne in Australia as an opportunity, RUOK RMIT Vietnam has the potential to convey a similar message. Firstly, this project is about social issues which many people are concerned about. Secondly, its message, as well as the goal, which is to create a connection, humanity, and responsibility, is practical and meaningful for the community and is a new approach different from other organizations in Vietnam. Finally, this timely topic has been mentioned a lot on social media, but there have not any a broad-scope campaign to engage people.
Insight
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Each person might be having mental issues or at least used to suffering from mental problems in their life. They wonder if they can help or receive care from others. However, they are not confident in expressing what they expect in their mind indeed. The primary target audiences are willing to help but don’t know how to do or even realize the signals. The secondary target audiences are feeling lonely and isolated because they think that no one can or wants to help them, so they keep their problems inside. Whether they are the primary or secondary target audience, they both want people around them to recognize their value as well as their existence in life.
Key Message
Care to Share project aims to drive RMIT students and staff toward empathy to reach out more to each other.
Big idea: Care to Share
This big idea applies to both primary and secondary target audiences. For primary target audience: to encourage them to care for people who are having mental problems to reach out to these people’s insight and let them share their problems. For the secondary target audience: tell them that if they concerned about their problems, feel free to open up and to share more of their feelings; some people care to listen to them.
This is the 'MAKE A DIFFERENCE' short film that was produced by me and my creative team https://www.facebook.com/RUOKRMITVietnam/videos/376326626124381
SING YOUR MELODY
Artiphon
Background
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Artiphon is a company which created the Instrument 1. To be specific, the product combines multiple functions from other instruments such as slide, tap, and drum any sound on a single interface. The purpose is to generate creativity with music and encourage people to the world of music even though they are not professionals or have not learned how to play. Due to the small scale of the company, the product is only launched on some Kickstarter pages.
Insight
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Each person in their life often fights and struggles with choosing the way to pursue their dream. As a result, they possibly take music as therapy to collect their emotion and create their own desired story through music. Moreover, music also can be seen as a technique, a hobby, an inspiration, or even a friend who supports them to find themselves, express their feeling, overcome life issues, and heal the pain. In addition, the target audience is probably attracted by creative, modern, flexible, and convenient products but affordable.
Big idea: Discover yourself
This big idea applies to target audience:
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The first meaning: is to encourage them to listen to their heart, and accept themselves to pursue their passion/dream.
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Secondary meaning: express their emotion toward music to find their identity and connect with others.
Key message:
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Everyone has a different identity but they find a harmonious connection through music.
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Sentence: “...but…”
- You can complete your family's expectations but your dream
- You give your friends a piece of advice but yourself
- You do everything but your passion
- You do care about others' emotions but your true feeling
- You can share many stories but your one.
Tagline: Discover yourself
Slogan: Find your melody
FUTURE FRIENDLY LANDCARE
Landcare
Background
Landcare Victoria is an organization whose efforts protect and preserve the environment of the Corangamite. In order to continue to do the work it is currently doing, it needs further support through the means of volunteer support. Currently, Landcare is inefficiently communicating with its target audiences and failing to attract new audiences, and with that comes a decrease in the number of volunteers, public recognition, and social support. This project is created and developed to change the way Landcare communicates with their community to raise awareness, attract new volunteers to engage in their projects, and strengthen the relationship between members/volunteers with the organization in the long run.
Landcare Victoria is failing to communicate with their target audiences and to encourage volunteers. Due to this problem, the organization is unable to attract new audiences resulting in a lack of support for its missions and an aging volunteer demographic.
Communication Gap
Landcare is failing to reach its target audiences and further audiences via its current social channels, media exposure, and word of mouth. An opportunity to improve their current communication channels would be to redevelop how they communicate with their audience to reach current and further audiences while communicating the organization's past and present work efforts effectively.
Insight
Our insights have influenced our communication proposal by identifying a current gap in the volunteering target audience, in Landcare and the Geelong region. Due to the high numbers of adolescents from 10-18 years old within the Geelong region, this is a strong demographic that could be positively impacted by volunteer work. By encouraging adolescents to participate in volunteering from a young age, could encourage them to participate in the long term, besides, targeting the parents would be an excellent way to help the adolescents and even kids join volunteers and create a long-term volunteer commitment with Landcare.
Core Creative Idea
LandCare Online
Landcare will create an application for its target audience to connect with other members, play games, watch tutorials, sign up for volunteer sessions, and accumulate points. The application would encourage its users to acquire knowledge regarding environmental issues in a user-friendly way. The app would be easy to use, free, and target schools in the Geelong region.
Client: The Smoked Egg Company
Agency: The Future Focus Marketing Group
Fashion Branding
Acne Studio
For my fashion branding elective course, I was supposed to create a printed booklet, brand analysis, email, and social media campaign for raising awareness and improving brand image as well as using creative thinking and content to create an impressive function for their website. This digital fitting 3D app covers from a brand history, brand aesthetic to brand concept, I played a role as an art director in creating and designing the website as well as an app idea that stuck closely to the original Acne Studio but more functional, modern, fun, attractive and easy to use.
'My Baby Kaneko'
Script & Treatment
