Moodboard

These are the fonts and artstyle that I'm applying into my artefact. Blocky fonts and isometric graphics with sharp colors like red and green to bring the spicy and hot of chilli.

Script

Spicy food can be found everywhere and its popularity is growing rapidly.

In Malaysia, we have spicy burger, curry laksa, nasi lemak and spices.

In 2009, 46% consumers said that, spicy food are appealing and the rates are getting higher year after year. 

More consumers are going into spicy food.

What is the difference between men who eat spicy food and men who don’t?

Scientist proved that, men who take spicy food are manlier and have high level of testosterone which causes the increase of muscles, deepen of voice, growing of beard and hairs at funny places.

Men with beard and muscles look better and attractive.

So, Be A Man, Eat Spicy. Go to Nando’s.

Storyboard

This is my storyboard for the artifact. I used to do simple/ rough sketches and do the graphic on digital because I can edit it on the spot and see the real graphic

Inspiration

This video inspired me to produce this artwork because of the fact and the content is interesting yet related with my topic.

Source(s)

YouTube, (2015). Are Spicy Food Lovers More Manly?. [online] Available at: https://www.youtube.com/watch?v=ijwnZuJiP6g [Accessed 7 Jul. 2015].

Idea

I’ve selected the motion graphic competition and related with Nando’s competition because at first I’m interested in the Nando’s competition but the terms are not related with my subject, the competition wants a 2D panel not an interactive artwork. Therefore, I decided to join HOW marketing and promoting competition with open topic. I choose to apply Nando’s into my artefact in related with spiciness and man.

Project Brief

COMPETITION

HOW Design Awards

WHO ARE THEY?

HOW began with print magazine in 1985 then includes award- winning design magazine. Currently, it is the host of products and events including design books, design competition and more.

COMPETITION CATEGORY

HOW Promotion and Marketing Design Awards

REQUIREMENT

Each participant may submit up to 5 files per entry (5MB per file).

The file format for video include: .mov, .avi, .mp4 or wma.

Submission should include physical samples and digital images and credit all persons involved in the artifact with description of the objective in 100 words includes entry form.

DEADLINE

October 2015.

JUDGES

Joel Kreutzer

Archrival’s head of design

Kate Hilliard

Siegel+Gale creative director

Ty Mattson

Mattson Creative’s Principal

PAST WINNER

CLIENT WORK

STUDENT MERIT

OUTSTANDING ACHIEVEMENT

WHY CHOOSE THIS COMPETITION?

I’m interested in promoting a product by using my artistic style. While brainstorming on art direction, I did some research on other industry creative contest, such as food industry, design industry and fashion industry to explore what kind of promoting I can propose for this project. Then, I found this Nando’s Art Initiative program that attracts me.  It was about making an art piece on self-creativity and without limitation on using the brand or anything about Nando’s or not. Unfortunately, they only need a 2D hanging display form not a video or others. Then, I have an idea on the spicy sauce in Nando’s, PERI- PERI sauces. They have different kinds of spiciness level from non-spicy to extra hot sauce. For my experiences in Nando’s , they have an interesting perception by classify their customer according to the PERI- PERI sauce they prefer.

HOW DOES IT RELATE WITH MY AMBITIONS?

This project will be a motion graphic video about human’s personality/ behavior versus spiciness of food they prefer. The media choice of motion graphic is related with my ambition because I hope to involve in digital advertising industry where I can produce graphics and learn more programming skills at the same time.

CONCEPT

The concept of this project is the level of spiciness versus human’s behavior. Based on my research, I found that different kind of people could handle different level of spiciness and flavors. Most of the hot tempered people preferred to take high level of spicy food while the decent people preferred non-spicy or low level of spiciness.

PROVE OF REASONING

The Star Online says spicy food can trigger human’s aggression. The higher temperatures can cause aggressive behavior to increase. Dr. Gurdial Singh Sandhu says, “hot and spicy foods and high consumption of sodium chloride, acid and mucous- forming foods leads one to become hot- tempered and aggressive”. A chinese tradisional medicine specialist and health, Dr Ellycia Tan Pin Ting says, “We are what we eat. Hot and spicy food can make a person aggressive, hyperactive, hot-tempered and agitated”.

SOFTWARE

                          

ARTSTYLE

Ilustration + Isometric + 2D

Phase 2

After done researching on competitions. I compare all of them and selected 3 of my favourite to produce the iMaps.

Basically, they are three different art direction, motion graphic, art panel, and user interface design.

This is the motion graphic competition by HOW company in marketing and promoting categories. I’m interested in this competition because I can take this chance to promote something with my art style.

This is a competition by Adobe Design Company in the categories of web and application design competition. I’m interested in this competition because I’m interested in UI and UX design and this might be an opportunity for me to get some experience for it.

This is the Nando's competition that attracts my eyes at first because of their free idea competition with own art style. Unfortunately, they only accept the artworks in hanging panel not an interactive media.