Here’s some of my writer/director notes about my award winning commercial, shot last year for the NAHEMI Kodak Student Commercial Awards! These slides are essentially my module hand-in documents that accompanied the ad itself.
Awards:
British Animation Awards, 2018-2020, UK - Best Post Graduate Animation
Royal Television Society Student Television Awards 2019, UK - Jury Prize for Best British Student Film
Royal Television Society Student Television Awards 2019, UK - Best Postgraduate Animation
Spark Animation 2018, Canada - winner of the Women In Animation's diversity award
San Francisco Independent Film Festival 2019, USA - Audience Award for Best Animation
British Association of Film, Television and Screen Studies Awards, 2020, UK: Runner -Up Essay/Experimental (Best Practice Research Portfolio)
NAHEMI Eat Our Shorts Awards, 2019, UK winner ARRI best film
NAHEMI Eat Our Shorts Awards, 2019, UK winner Audience Award.
Papaya Rocks International Film Festival, 2019, UK - winner best director
Vimeo Staff Pick 2020
Short of the Week 2020
London International Animation Festival 2018, UK - Jury: Highly Commended
Cinanima 2018, Portugal - special mention for Best Student Film Gaston Roch Award
'Stay' is a five-minute animated film, hand-embroidered, depicting the relationship between a daughter and her absentee father. It won the highly acclaimed McLaren Award and the overall award at the 2022 Edinburgh International Film Festival, and in the same year won the NAHEMI Student Film Award for Best National Student Film.
The author's use of the needle in the production process, combined with Photoshop, is what makes me love animation so much for the endless possibilities offered by this multimedia medium. While the subject matter and materials used in this work are not exactly original, the decision-making that went into skillfully blending them and presenting them on screen gives this short film a unique perspective. Through the use of semi-transparent sulphate paper and needle and thread, she creates a combination of blurred lines and translucent effects, a treatment that matches her understanding of her father's vivid childhood memories.
She has made an extra effort in both her ideas and her method of creation. I particularly like her idea of playing with ropes as a means of expression, as playing with ropes is a Chinese popular children's game. She used the effect of a mobile phone vibrating for a twist and repeated this expression several times throughout the work, thus catching the viewer's attention. I appreciate this creative technique and have also taken similar expressions in my work. Fish is an important element in my animation design, so I have also used this element many times in my artwork as a sign of a relationship between fish and women as a metaphor.
reference
Munday, R. (no date) Stay - a hand embroidered animated short film by Yu Sun, Short of the Week. Available at: https://www.shortoftheweek.com/2023/08/07/stay/ (Accessed: August 18, 2023).
Yu Sun uses needle and thread to animate the story of a young girl and her absent father (no date) Itsnicethat.com. Available at: https://www.itsnicethat.com/articles/yu-sun-stay-project-animation-201022 (Accessed: August 18, 2023).
Graduation film- stay (no date) Yu Sun. Available at: https://www.yusunnnnnn.com/ongoing-project (Accessed: August 18, 2023).
Short of the Week (2023) Stay | A hand-embroidered short film about absent parents. Youtube. Available at: https://www.youtube.com/watch?v=1SXZJs26UKY (Accessed: August 18, 2023).
... that was a part of Kodak/Nahemi’s Student Commercial Competition 2022. I can’t reveal much right now, but the subject of our advert was the Mooncup. Creating an ad that deals with the subjects of menstruation and sustainable menstrual hygiene in a classy sort of way was not a challenge at all, but a privilege and a thing to enjoy at the fullest.
Here are some pics from the set:
(I'm being very serious here, talking our actress (Nina Agathou) through the scene ahead)
(I wouldn’t trust another person with that measuring tape but our 1AC Alice)
It’s a wrap!
(Taking a well-deserved photo with my 1AD Jordan Driver (left) and concept writer/editor Nina Caprice Groen Orfao (right))
SAY HI TO THE CREW!
I will make sure to post the ad once the competition is over. I am excited for you all to see it!
As part of my research I explored how I wanted our ‘Hero shot’ to be, since the gifts are going to be the main props in the ad (because it is a department store we can’t advertise any specific product in the time we have, so the boxes act as a way to get the audience to imagine what items could be in there themselves), I wanted the focus of the hero shot to be on them, with the campaign hashtag and logo.
Winner of the NAHEMI Kodak Student Commercials Competition 2013 for best in Brief "New Look".
Leeds Metropolitan University
INSIGHT FROM THE PRODUCTION TEAM
The Concept
We wanted our audience to feel like they can step away from the stressful world of catwalk fashion and enter the fun easygoing world of "New Look".
This commercial was shot on 16mm film and then scanned to a digital format. It was cut using a combination of Adobe After Effects and Final Cut Pro.
Crew
Director | Steven Ashwell
Producer | Joanne Lew & Florian Dasler
Director of Photography | Nancy Jones
Production Designer | Sophie Craggs
Editor/Lighting | Aidan Brooks
CONGRATULATION TO THE TEAM! AND ESPECIALLY TO MY FRIEND Joanne Lew who is currently studying abroad, best of luck ! on your future endeavors.
Miss Universe Bolivia 2021 Nahemi Uequin, 21, of Santa Cruz de la Sierra, Bolivia will crown her successor in Santa Cruz de la Sierra on July 16, 2022. It is the 46th edition of the national beauty pageant that selects Bolivia’s Miss Universe and Miss World candidates.
Currently, Bolivia has three Miss Universe placements. Representing the South American country, Olga del Carpio finished in the…
Miss Universe Bolivia 2021 Nahemi Uequin, 21, of Santa Cruz de la Sierra, Bolivia will crown her successor in Santa Cruz de la Sierra on July 16, 2022. It is the 46th edition of the national beauty pageant that selects Bolivia’s Miss Universe and Miss World candidates.
Currently, Bolivia has three Miss Universe placements. Representing the South American country, Olga del Carpio finished in the…
After discussing ideas with my group we consolidated our ideas to a christmas theme, based on this I started to develop colour schemes and a moodboard and organizing what props I would need to make/borrow/get.
I decided I wanted to part of either the POPs or Harvey Nichols group since the two would give me a broad oppurtunity to experiment with production design/art direction. I ended up being in the Harvey Nichols group.
After researching their previous campaigns (problematic to say the least), I also investigated other department stores marketing strategies. It appeared that unless a department store is advertising a specific sale, brand or event they focus on selling you idea of buying, since there are too many products to market one specific thing. Some of the best ads for department stores are the Christmas ads, like the John Lewis Christmas ad that has become a widely recognised part of the holidays; what most of the campaigns had in common was the theme of buying a special gift for someone to show them you care. Harvey Nichols and its overpriced jewellery and real fur however reeked of decadence and the idea of selflessness didn’t fit them well hence their previous campaign of ‘sorry I spent it on myself*’, their target audience are people who prioritise treating themselves so I decided to focus on that idea.
I came up with the #FromMeToMe idea, the point being that you have to buy gifts for people a lot, Christmas, birthdays and other celebrations so why not celebrate yourself?