My practice explores the relationship between Moving image and sound. This unit will be an outcome of skills, ideas and concepts learnt in previous units and further development of my academic knowledge within my subject area.
This work will demonstrate originality within its focus, influenced by current issues in advertising. By identifying key elements and issues within this field I aim to communicate with my audience a better educated and understanding of it through the use of colour and sound.
I will take inspiration from current practitioners in the advertisement field and contemporary filmmakers as well as musicians and photographers. Giving me a better understanding of the Moving Image and Sound industry and influence for my work as an artist.
My research will explore the emotions and feelings evoked in consumer through advertising. Examining my research findings to build a strong case study for my approaches creatively. Taking data from my research to create a response in order to communicate my findings.
My submission will consist of 3-6 video advertisements, a body of work documenting my progress and test work. A reflective journal and a critical evaluation.
I aim to combine my photographic knowledge with set design and sound knowledge I gained during other units and develop 3-6 small films/ advertisements expanding my industry-based approaches and methods and supporting the work with a strong academic purpose. Ultimately I aim to display my work as an installation piece, screening my advertisements and displaying their complimenting props.
I will generate this project through applying newfound knowledge discovered in my ethnographic research, known and new found skills and approached influenced by case studies and phenomenological research and apply them to my experiments. This will enable me to work through a discussion in conjunction with my creative practice; clearing a pathway for innovation and clarity within my work.
My practical research will implicate technical experimentation with lighting, set design and camera techniques with the use of unfamiliar tools. This will enable me to develop both my creative mindset and my technical ability allowing me to produce more professional, fine moving image work.
I will continue to experiment with foley recording joining it with an alternative but similar sound recording techniques to further my sound knowledge alongside my moving image knowledge.
Ethnographic and Phenomenological research will allow me to experience my subject from two perspectives - Giving me a broader knowledge and understanding of my field of study. I intend to produce more matured work in this unit to develop my critical approach both to my creative work and academic. My case studies will help me contextualise my work, looking at current practitioners such as Lernert and Sander and related practitioners in moving image and sound for tv and commercial purposes such as Barnaby Smyth, Amy Currell and Georgia Tribuiani.