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D&AD SUBMISSION // WEBSITE WALKTHROUGH AND SOCIAL MEDIA POSTS

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FMP FIRST DEVELOPMENT STAGE

I’m still very much up in the air with my research for my FMP. I’m still sticking with the theme of the three r’s: rituals, relationships and restrictions. Not in any religious way but rather looking at human patterns behaviours. What makes us fo what we do and what do we do with what we’ve got in our vicinity–how is that shaping us, restricting us to what we want to make, where we want to go, who we want to be? In a way it’s about identity. Our self-identity that we make up, the identity that we take on by others and how our surroundings are shaping us into how we perceive ourselves. As discussed with Anna for my tutorial there is something beautiful about observing the daily, the ordinary—which then informs our behaviour and relationship ourselves and others.  A reference provided by Anna was ‘The School of Life’ to create something fro the research that I do It’s still very broad at the moment. I need to restrict my own project about restrictions.  Below is my first presentation before heading in to Easter break presenting initial ideas [WHERE ARE YOU LOCAL?]. A second idea [HUMAN DIGITAL]is looking more into humans relationship with the digital, identity and the idea of the copy. Relation to Walter Benjamin’s concept of ‘aura’ as being the original that fades when reproduced—stripped of its original meaning. 

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Watching this gave me my first initial ideas for my FMP. I loved how Taiye Selasi speaks of how a human being can come from a concept and that instead of asking someone where they’re from, asking where they are local. Meaning that it is the experiences that we possess that makes us who we are not the borders of a country. 

This resonates so much when taking into consideration the delicate political state the UK is currently in and the current topics across the globe.  We're local where we carry out our rituals and relationships, but how we experience our locality depends in part on our restrictions.By restrictions, I mean, where are you able to live? What passport do you hold? Are you restricted by, say, racism, from feeling fully at home where you live? By civil war, dysfunctional governance, economic inflation, from living in the locality where you had your rituals as a child? This is the least sexy of the R’s, less lyric than rituals and relationships, but the question takes us past "Where are you now?" to "Why aren't you there, and why?" Rituals, relationships, restrictions. [quote above from video posted]

She speaks of the threee ‘R’s: Rituals, Relationships and Restrictions that make up our experiences. These three set of words give me so much to play with when it comes to research. It creates a whole world to navigate and gives me a project that tackles behaviours and values that we place on ourselves and others. I now need to figure out what I can make of it. What the purpose is, what is the bigger question that I want out of this? 

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With the visual language I am trying to expand on the tests I have currently made (see below). I have been exploring with different colour palettes, playing with Tag, Touch and Tackle as key words for my project. During the time of making the tests I used working title adidas club as a placeholder name, which I now am steering further away from since it’s quite generic (after discussion with Danielle) it doesn't feel like it relates at all to rugby— it could be applied to any sport in the world.   I am trying to explore ways in which I can play around with the language of the project. The look and the feel of the concept.

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PASS+PLAY LDN — STRUCTURE OF CONCEPT

STRUCTURE SENT TO DANIELLE AS REQUESTED BY DAVID

The structure aims to clarity my concept and every step of the way that I have worked out so far.

I need to get more girls involved in rugby, showing it’s diverse nature and social aspect

Girls in London are not introduced to rugby in school and it is labelled a ‘boys’ sport.

In school, girls also value exams higher than physical activity and often quit when school gets busier.

Therefore my concept, called Pass + Play London, is for adidas to work with London schools to host sessions every two weeks in school and offer ‘out of school club’ workshop and sessions for those wanting to expand their practice.

By introducing it in school, adidas are promoting rugby in a setting where girls are already with their friends and more likely to join.

Rugby is great sport to introduce to school aged kids as it teaches discipline, technical skills, teamwork and how everyone is a key player.

With this concept adidas are helping out to show the importance of physical activity. Its importance on mental health, creating a safe space for girls and working on team-building from a young age.

This will feed into to other subjects as physical activity helps with focus and confidence as well as building a strong network of girls who ‘move together and improve together’. Creating that sense of belonging that comes with playing in a team. Also this concept helps to create a group of role models.

The sessions will be: TRY = Physical classes in schools. Learning about rugby TAG = Out-of-school sessions. Get your friends to tag along TOUCH = Workshops and talks— social sessions. TACKLE = Technical sessions. Learning about the technicalities of the sport, also a session where girls will learn about the benefits of physical activity—wellbeing and mental health.

As exam season is approaching Pass + Play will organise a merging of the TRY and TACKLE sessions. Creating a space for revision and playing rugby.

The main concept of this project is for adidas to launch the Pass + Play rugby sessions. 

In order to promote this campaigns will be launched physically in school and digitally on platforms such as Instagram where young girls spend their time and consume information.

Girls will be able to add a ‘tag’ to their instagram profile, showing that they are part of the game.

Through a QR-code/website girls will be able to simply create login in order to be able to take part in the series of talks and rugby workshops.

This concept aims to create a strong physical presence where young girls interact as well as using the power of social media to communicate this collective further. Creating a movement and a long lasting change that can have a genuine impact on these young girls life. Creating a strong network amongst new and old friends as well as across teams. 

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I’ve been working more with the ephemeral feel of the materials and tried to include some of the objects that I recieved from peers. It’s not really working when there’s too many recognisable objects. It’s better when it’s more abstract.  ** These photos are all just tests and tests shots from set. After a talk with kieron I decide to try and use a projector to shine on some shots that I printed on acetate, it did not work as planned due to time limit but definitely something I’d try again in the future. See images below

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ES DEVLIN / TED TALK

Es Devlin talks about the poetic aspect of design and her being a stage sculpture, but in fact she actually sculpts the experience for the audience. She’s always seeking to create the most articulate sculpture and “we're always seeking to create the most articulate sculpture, the most poetic instrument of communication to an audience. When I say poetic, I just mean language at its most condensed, like a song lyric, a poetic puzzle to be unlocked and unpacked.” 

She said something that really resonated with me: that she is creating illusions, making things that are false but trying to make it look real. She asks herself if “can we communicate truth using things that are false?” 

Video can be found at

https://www.ted.com/talks/es_devlin_mind_blowing_stage_sculptures_that_fuse_music_and_technology?language=en 

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I’m trying to look at how we place value through imagery, looking at the objects and materials around us to create sets that place the objects out of context and  give them a new life. I started to explore with what I could find around me.  With the test photos of the microwave and polystyrene I wanted to play with adding a title to tings, what happens when I’m in control of the narrative?  Secondly I collected items from peers to find out if a story could be told about what we possessed. It didn’t lead to anything and felt like adding a forced meaning to the project. Having to carry out a project like collecting objects from people would need at least half a year in order to find interesting patterns.  It was definitely a helpful process in understanding that it perhaps isn’t just objects that I want to work with but also the material qualities and the stories that they tell. 

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Finding inspiration in the early work of Mark Borthwick (ca. 99-00′s). The analogue style is something that feels desired today. A sense of quirkiness in the poses, movement, working with layers and distortion from the scans. Visual cues that is explored today as well. 

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FMP FURTHER DEVELOPMENT

I felt like I had made some progress towards my ideas for my FMP at this stage.  No name has been put in to place but the working title has become FRAGMENTS, as I’m researching different fragments of humanity and identity. Still very grand topics, almost utopian to try and ‘solve’. What does one choose to investigate with such broad subjects? That’s of course down to me as a designer.  After the talk with both Kieron and David this week showing the same PDF presentation I got clarification that I’m definitely nowhere near to having a full project. I need to explore more and be far more specific with what I’m trying to say. As Kieron also mentioned: in order to show identity I don’t necessarily have to how people (which my pdf and mood images so far have shown in abundance). He gave me the great example of a chair, that just by looking at it you already understand the link between object and human, it’s function is only complete when one sits on it. 

As for the visual references below, I have now decided to move on from showing people in my photographs. I need to refocus the concept of the project  and make it clearer what it is that I want to say.

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D&AD ADIDAS SUBMISSION Pass+Play is a rugby club ran by adidas for girls aged 14–17. Hosting weekly sessions in London schools from September to December 2019. Working against the barriers for teenage girls that rugby is treat as a gendered sport, mainly aimed at boys. Another barrier is that girls often feel the pressure to prioritise and perform well in exams, cited as one of the main reasons behind them dropping out of sports entirely. This is where Pass+Play steps in and hosts rugby clubs in secondary schools, creating a strong communal sense of moving and improving together. 

By having sessions in schools Pass+Play are introducing rugby in a setting where friends are already together, also showing that it can be combined alongside studies. Throughout the season Pass+Play builds a supportive network for these girls to grow—keeping body and mind connected as well as becoming role models for each other. 

Pass+Play honours the diversity in rugby and in each individual girl, allowing adidas to create a strong physical presence, where young girls interact.By hosting different sessions; try (rugby classes), touch (social sessions), tackle (learning the rugby technique) and tag (getting your friends to tag along), Pass+Play shows just how diverse and dynamic rugby is along with creating a sense of community, through learning from other players and inspiring each other as a team.

Creating a movement and a long-lasting change. It’s only through the act of doing that change can be made. By hosting classes in schools, building a network of friends and presenting female role models, these girls can be part of a tangible change and further, a movement.

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REFERENCES ADIDAS

Looking at Rosanna Webbster for inspiration when it comes to colour inspiration, making it feel fun and fresh with a collage style of imagery. This could be a fun way to mix imagery and colour. Making it more appealing to a younger audience.  I’m trying to think of ways in which I can include fun shapes (perhaps in line with the shape of a rugby ball, or should I be more abstract about it?). Using the shapes as marques, as assets to inform the audience about a specific event?  I’ve been looking at other ways in which I could include the formation of rugby, looking also at the shape of the pitch—using that as a grid systems for any digital or physical assets such as posters. How can I create a visual language and what shapes can I create from this language? Right now I’m struggling to pin point exactly what my experience is going to provide the audience. What will these girls experience with PASS+PLAY?  What exactly is this platform for change? What happens when adidas visits schools, hosting rugby classes? What happens afterwards? How do they hear about it? Is it adidas that contact the school or is it the girls themselves that requests adidas to host sessions in school? 

Initial tests below show early illustrator sketches of trying to work out colour and shapes for the project.

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DEFINING THE PROJECT/PASS+PLAY

PASS + PLAY

Overview Pass + Play LDN aims to motivate and engage girls between 14-17 in London. Creating a strong sense of community of moving and improving together. Building a support network for these girls to grow within rugby.

Challenge (define the problem) The problem for these girls are that they are not able to play rugby in school. It is labelled a boys sport. Within the same school setting girls are more likely to drop out of sports all together once exams start. adidas has the power to close that gap, showing just how diverse rugby is and making it a sport for them.

For these girls are that they are not able to play rugby in school, it is being treated as a sport for boys. Within the same school setting girls are more likely to drop out of sports all together once exams start. adidas has the power to close that gap, showing just how diverse rugby is and making it a sport for them.

Bridge the gap between rugby for girls and education. Girls are not playing sport at the same level as boys

Insight ( how have I solved this problem?) Sport and education = good idea. There are plenty of organisations that help funding for current sports clubs and players yet there is not much left to those who haven’t played and are insecure about joining. There are campaigns that show inclusiveness and diversity yet there is a gap between sessions that actually make girls play. Sport needs to feel fun and not only something to do on a professional level, yet the balance is to make it feel like it’s being taken seriously, that’s why hosting competitions as an addition helps. This concept is aimed to girls that have little or no experience of playing rugby, girls that will not play if their friends aren’t with them and find rugby’s contact nature being intimidating. Just like in rugby where you need to create space in order to play, adidas are creating this space for girls to play. Creating a physical presence as a brand and offering a field of play.

Gameplan — how does it actually work and feed into the lives of these girls? Where are they going to access this service and what are they going to benefit from it? Girls will be able to access these sessions first hand in school. adidas will work together with London secondary schools and make sure that during the TRY sessions girls are playing rugby. In order to create a long-lasting change it is important to make these girls feel included, like it’s beneficial for them as well as them being able to hang out with their friends. Rugby ticks all of these categories and something to be lauded. By taking it to schools it isn’t something that will remove transport costs, feeling like you need to cut something out.

———

Female friendship , no girl on girl competitions 

Mental health 

Women 

FUN

NOT A COMPETITION

GROWING TOGETHER 

SPORT + EDUCATION = GOOD MATCH 

BFF + TEAM + ROLE MODELS

———

Showing up takes courage — and you’re here 

Move together — improve together 

Try, try and try again 

Tag touch tackle 

Touch — pause — engage

————

A tag to add to your instagram profile that you are part of the game. Adding to stories that you are a team player and teambuilder.

Playing sports shouldn’t have to be an option whether you want to be a pro-athlete or not, it should be a choice you are wanting to make in yourself, your wellbeing. That should be promoted more than just being a ‘pro’. 

Need to show that playing sports to just ‘be good’ isn’t the only reason: it’s fun, engaging, social and has a genuinely positive impact on your life. 

Support and sessions during period. It’s often something that makes girls feel ‘ashamed’. A safe zone is required where girls can feel comfortable and confident during their periods.

— TAKEN FROM CHALLENGE PAGE Pass+Play will encourage girls to take part in rugby sessions along with their friends. 

By creating a sense of community these girls are able to inspire each other and set a role model mentality for each other. Pass+Play makes rugby visible for the girls 

(challenging stereotypes)

(not enough positive female role models so —the people hosting the sessions would be female)

show: rugby + london + challenges addressed 

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D&AD PROGRESS

Moving forward 26.02.19

It’s about showing how Adidas can promote change, how can they affect the lives of these young girls struggling to find a place within the sporting world. 

If no one knows about it then how do we expect girls to join? If there aren’t enough coaches and support from the teams then why should girls invents their time in something that is being treated halfhearted. 

Kids aren’t meant to sit still, they’re meant to be active and participate. Getting kids at a young age to feel part of a community is extremely vital and an experience that will carry on throughout the rest of their lives.

Playing sports shouldn’t be a substitution for school, family and friends. It should integrate seamlessly into daily routines and kids shouldn’t feel like they’re sacrificing anything for choosing a sport. Unfortunately a lot of sports require a membership fee, gear costs. 

We are all players 

There needs to be a platform that genuinely integrates into daily feed. Where do girls access information? From friends, instagram, snapchat, from role models? 

Refer a friend system allows girls to network, find friends who are into the same sport and easily get in contact with clubs. 

Adidas should focus on hosting monthly clubs that support rugby and other sports, making sure that these girls stay active and focused. 

A  lot of girls drop out when it comes to exams so what can Adidas do to help them stay active both in school and with their bodies.  If Adidas wants to help on grassroots level they need to approach that level and not only introduce a campaign that will circulate for a bit. 

Adidas needs to educate about health, wellbeing and empowerment to fully integrate with the community. 

——— It’s about changing a mindset, making girls believe that they can, share experiences and together overcome the obstacles they’re facing.

Adidas need to physically show themselves on the pitches, not only on social media. If it only becomes an online campaign then it once again becomes something that is ‘unattainable’, within far reach. These girls need to see actions in front of them. 

Adidas need to promote more youth teams, need to show more games on social platforms, need to educate young athletes and those who aspire to be. 

Adidas should create a sound and healthy programme that invites players, coaches and volunteers to participate and engage amongst each other. Starting in the creative hub that is London. 

Adidas need to set the tone and approach schools to inspire the the kids and most importantly girls. Have talks with professional players and build a community that takes care of each other. 

If it’s not shown how can we then get girls to play and know about it? If  it’s not shown how can it be known.We can’t assume that every girl follows Adidas online or specific sites. Adidas need to cover multiple media platforms—target schools and daily television. Invite schools to talks and inspirational events. Create a movement. “Change doesn’t happen over night” But we can aim for it. 

SPORT IS AN INVISIBLE STAGE ( LINK) 

Don’t use the words like warrior or fighter.  What hashtags can I use instead? Signifiers to historical violence. You want strength and energy and not violence. 

Sport is an ‘invisible stage’ where girls feel everyone is noticing them.

Sporting activities previously enjoyed, may now seem childish and not in keeping with their emerging adult identity.

New responsibilities and interests fill their time and they become more independent of parents.

The perception of ‘having to be good’ at sport in order to participate increases, whilst playing sport for fun appears less acceptable.

There is an upsurge of competition and animosity between girls.

The sports environment is a breeding-ground for gossip.

Looking good becomes increasingly important. Becoming ‘overly sporty’ can lead to negative stereotyping.

Coming to terms with their changing body and periods creates anxiety.

Puberty is a significant turning point for girls – attitudes to sport formed during this time are important and long-lasting.

https://www.womeninsport.org/research-and-advice/our-publications/puberty-sport-an-invisible-stage/ 

https://www.girlsinsport.se/coacha-framtiden 

https://www.womenssportsfoundation.org/support-us/do-you-know-the-factors-influencing-girls-participation-in-sports/

3.03.2019

My current working title is to call it Adidas Collective as I want to create a platform for change. I’m not 100% sold as I feel that the term is over used and doesn’t feel inspiring enough. It has become a bit of a buzzword

Adidas Collective is the umbrella name for adidas new educational system aimed at 14-19 year old girls and getting them engaged in sports, activating both their physical and mental well-being. 

To ensure that girls get involved and keep playing the right mentality needs to be instilled at a young age as well as providing a clear and healthy network that supports both in school and after. Far to many girls have expressed their concern on sports not being as engaging for them as for the boys, when boys are allowed to play competitive sports girls are sidelined and play for fun. Girls need to feel that they are also taken serious, as serious contenders and providing a change in mindset towards girls. In order to get girls engaged adidas needs to provide with he correct tools, support network and positive feedback. 

The creative industry is great in providing support, mentorship, ‘feeding’ new talents and giving back to the creative community both for professionals and for junior designers just starting off in the field— the same must be applied to the sporting world— especially rugby. 

Rugby has a history in the UK of being a rich-white-mans sport crossing the doors for a diverse group of girls. As a sport the team relies on communication, teamwork and discipline. As we are in London, clubs struggle with facilities so there is a challenge to include a girls offering if their club is not big enough or they don’t have a permanent clubhouse.

Building a long lasting supportive network that feeds into the daily life of these young girls. 

Adidas need to establish a core mentality with schools to promote and highlight rugby as a sport for girls as well as the importance of maintaining a mental wellbeing. 

A lot of girls feel that they have to choose between studies and sports whereas boys are encouraged to maintain that balance. 

Girls also show signs of wanting a friend to tag along to practice, introducing another level to the social life and wellbeing.

·GRID SYSTEM 

—work from appearance of rugby field, four sections max. 

— Try and avoid pink

— SCHOOL / PHYSICAL APPROACH CAMPAIGN

— DIGITAL CAMPAIGN

The digital campaign needs to enhance the experience, make the user aware that this space exists.