jack-field
FIELD WORLDWIDE
BIRMINGHAM CITY UNIVERSITY \ VISCOM STUDENT
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Road Safety Poster Scamps
For this project I decided to work with Josh Johnson. We had the idea of collecting some matchbox cars and hitting them with hammers to give the effect of a car crash. Because we can’t use a tilt-shift lens to capture our own miniature looking photos of car crashes, we have decided to go for a similar look but in a reversed scale. We will attach these smashed up toy cars to key rings and photograph them in a similar way to achieve a playful appearance.
The key rings will be handed out at pubs and bars to people purchasing alcohol. These can then be attached onto a set of car keys to remind drivers of the consequences of drink driving.
We will each produce a set of posters that will be shared around online through social media and these posters will also be visible in the mens toilets of participating pubs and bars.
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Tilt-Shift Photography
TILT-SHIFT PHOTOGRAPHY is the use of camera movements on small and medium-format cameras, and sometimes specifically refers to the use of tilt for selective focus, often for simulating a miniature scene.
I think that utilising this aesthetic for the road safety campaign will provide an interesting perspective on the topic and help to grab the attention of the target audience (17-24yo males).
Because I don’t have the ability to photograph a real car crash I will get small toy cars and smash them up with a hammer to get a more cartoon feel of a car crash and to create some interesting imagery for the campaign’s posters.
I will use my camera to photograph the cars in such a way that resembles the effects of a tilt-shift lens. To compliment the visual style I will think of a series of captions that use a pun whilst informing the audience of the consequences of drink driving.
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Photo
Collaboration with John Cooper in L5 Photography using Cinema 4D & Photoshop.
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