Thursday, 15 October 2009

Jonny Hardstaff Lecture 6/10

Sponsored by Sony, the brief was to make the playstation fierce. There was a huge irony as sony could not show it due to its extreme content but they knew that the designers would spread it themselves providing them with publicity whilst keeping their corporate identity and ‘integrity’. Johnny wanted to get across an anti-corporate message in something that is essentially exactly the opposite. The visual style came about from a mass of sketchbooks which is evident by its collaged, handcrafted sensibility.

In the client-designer relationship situation he insists that there is no such thing as a master, only a collaboration existing between the two parties.

His favourite part is the glob of spit at the end, he sees the screen as an irritant which can be bent and broken in its restrictions and audience expectations, even down to manipulating body copy in end credits. Apparently this is the only way to work now, competition is strife.

Very safe advert, very clean, conservative with the added reassurance of the scottish voiceover. Results came back that showed it was very successful amongst the middle aged demographic, it helped them zone out, be wowed, be manipulated.

Absence of a message, Johnny is a big fan of Geoff Koons who really influenced this particular execution. This product is not owned by a small scottish company anymore but by international Diago, so the ambiguous application seems sort of fitting.

Thom Yorke allowed Johnny to cut up and experiment with the sound on the production of this video. The first half was designed to help cleanse the viewers visual palette after being overloaded with so imagery on MTV where it was shown. Johnny says it is important to get a message across but also equally as important to ensure it is visually appealing.

This is the only piece Johnny actually quite likes. He says ‘graphic’ is the sound of the trucks on the skates in Rollerball, it is a set of sensations.

We design things that direct people.
Returning the right to dissent.
Graphic design as a weapon. John Heartfield.
Graphic design is art, how do you separate the two?
TV is dead, branded content is the future.

READ Norman Klein; A History of Special Effects

1 comment:

  1. blogs looking good big man - nice work - Mac