Author: samuelkwong

We were scheduled to meet at the Sunshine Mission at 11:30am.

First we saw Anthony and we showed him the consent forms. He was satisfied with it and he printed copies.

Anthony suggested he will co-ordinate who is going to be interviewed and in what order. This was a good for us as it kept production organised and saved us that potentially awkward and stressful task. Anthony is known to the men and they trust him.

It all happened quickly after that. For the next 90 minutes we got 8 interviews. Double what we had hoped for. The content we got from the interviews was exactly what we needed. The men were open and honest and provided great insight in to why they go to the shed and what it means to them. Delicate topics were discussed, including suicidal thoughts and the importance of social interaction.

While we were filming, the men were very keen to see what comes of the project and we promised to come back and show them what we will put together.

This is a big deal. To get clearance and approval to film and interview a group of people from the Men’s Shed. What’s our plan:

What is my role:
As I have previously produced interview videos, I had a good understanding of what was needed and how we needed to operate. I also had my personal gear that I will loan to this project. I will be the Cinematographer and sound operator for interviews and assist and co-ordinate with B Roll operator to get the required cutaways to support interviews.

Equipment Needed:

1. Interview camera – from Sam
2. B Roll Camera – Loaned from RMIT AV Loans
3. Rode wireless Lavaliar Mic – from Sam
4. Tripod – from Sam
5. Camera Rig for B Roll – From Sam
6. LED Light w/V-Lock battery and Stand – From RMIT
7. Memory cards – From RMIT and Sam

Questions/What we need to know:
– First and foremost we need to be respectful towards the people we are interviewing. Questions and follow up questions need to be thoughtful

We need some exposition to make it clear to the audience, what is the men shed?, who goes there?, why do the men go there/, what do they do? and what it means to them.

As mentioned by Anthony and Casey, the future of the Men’s Shed is uncertain. With Anthony’s contract set to expire on the 30th of June, the direction of the Shed is unclear. We need to find out, what would it mean to the men if the Shed were to close.

One of the worries we had at this stage of the course was whether we will be given access to the Men’s Shed and Interview the people of the Men’s Shed.

Early on in the course when Jeff Jones mentioned video as an important medium in communicating with the intended audience, it was obvious to me that we needed to what we could to get access to interview the people of the Men’s Shed. All this wouldn’t be possible if we didn’t get clearance from Anthony Lai, the Co-Ordinator of the Brimbank Men’s Shed.

After a few weeks trying to get in contact with Anthony, we finally worked out a time to meet up with Anthony and discuss the possibilities of going to the next step in our planned production stage.

Michael and I met with Anthony at the Sunshine Mission on the Wednesday (4th May 2016), and discussed what the group was trying to do: promote the Men’s Shed the best and most affective way we can. This would involve getting interviews from the attendees of the Men’s Shed.

Aware that there are delicate issues that will be mentioned as a result to people opening up, Anthony was wary that we could portray the men in a negating manner. We stressed to him that we were going to handle the project with a great deal of respect.

Anthony gave us the all clear. Our scheduled date to do the interviews was 11 May 2016.

Creative Brief:
To show the social and health impact of  Men’s Shed and make it relatable to those who can potentially support.

Plan:

Week 8

 

• Write scripts and produce storyboards.

 

Week 9

1. Visit Men’s Shed.
2. Finalise storyboards, scripts, rent equipment, sort out transport of equipment, sort out permission paperwork.

 

 

Week 10

 

• Visit Men’s Shed and shoot interviews and some B rolls
  B roll: Men working.

• Start editing.

 

Week 11

 

• Visit Men’s Shed one more time hopefully to get pick ups.

• Continue editing and post production stuff.

 

Week 12

Present

 

Roles (Production and post-production):

Samuel Kwong – Pick Up and drop off of equipment. Equipment set up. Editing. Camera.

Matt – B-Roll Footage. Editing

Michael – Liaison with Lentara/Sunshine Mission.  Interviewer. Editing

Rizki – Set up and pack up. Design. Graphics for videos. Logo design

Chesmond – Set up and pack up. Design. Graphics for videos.

 

Deliverables:

1. Fundraising Video – 1:30 to 3mins

2. Corporate Video – 2 to 3 mins

3. Documentary – 5 Mins

4. Website Design

5. Logo Design

 

Note: Check back in with the client on what you have planned… to see if it works for them…and to get some feedback.

 

 

Kristin Stevenson – RMIT 2006 Alumni – Honours

World Vision

“Creative Design” – The Struggle is real but worth it!

Human centred design – What they’ve learnt

• Comms and comms design students studied separately. Companies need to work together. Need an ability to collaborate
• Needs to engage in the workplace

The responsibilities of a Video producer at World Vision

1. Video Storytelling
2. Engage Storytelling
3. Film Overseas
4. Video producing
5. Managing client relationships

Comms Creative Design Timeline

2008 – 2010 – Mostly Outsourced

2010 – 2011 – Employed a creative director

2012 – 2014 – Diversified Creative Development among teams

2014 – Began working in multi disciplinary creative teams

2015 – Employed art director with agency experience

2015 – Government funding design decreased giving USD most of the team made redundant

2016 – Those who remain still continue of with the HCD banner

Included: Video producers, social media, ux design, etc.

“Constantly fighting to have creative freedom. Fight for creative space”

What has been learnt…

“Always create for your target audience…”

• Demographic Segmentation
• Attidunial Segmentation
• Behavioural segmentation

People who cry a lot

Rational Pragmatist…

Attitudinal Segmentation detracted from good storytelling

• Pragmatic Segment stories were overly dry
• Can be overly emotional – Needs to be more well rounded. People get sick of this. (Example of World Vision ad)
• Example – News Segment style – Nothing to draw in audience

Use audience segmentation – Focus on look and feel

“…A great or interesting story is about everyone or it will not last”

How Human Centred Design regards audience

• Recognise gut instinct Broad spectrum
• What is their understanding
• Listen to audience, even those on the periphery
• Insights

Case Study – World Vision gifts

Audience Insights

– Worried about recipient response to just getting card

– New gift buyers don’t understand how gifts work

“Focus on easy option. Too much on plate”

How might we – Reassure gift buyers

Explain how gift works

Keep duration to 1:30

Response

• Feature a seasoned Australian Gifts buyer
• It’s going to be really daggy

Example: Granny gives a gift and who is affected (Elements: Granny, Kids)

“Not World vision telling the story”

Also used Instagram and Facebook of Kids getting gifts (Another campaign: Jorge campaign)

Gave them room on how they would produce

Case Study – Jetstar’s Starkers

Brief: Show a 3 minute kid in 7 days

100 hours of archived footage

Creative Solution: Rapid Design

30 minute – Understand session

Idea Session

Concept: Sensory moments

Universal to human experience

Didn’t do 3 minutes. Chose 1:30

Moral of the story…

– Spend time on Creative development/design to save time, but do so rapidly

No time to overthink creativity

• Don’t jump to execution before you have created a concept

Creative design keeps creatives happy

Example: “Birkman Personality Test”

• Be aware of what affects you creatively. Positively and negatively

…Create something out of nothing

Case Study – Syrian Refugee Crisis

Create campaign in one week

Process:

• Script in one day
• Filmed in two hours
• Edit and voice over completed the next day

Example: Voice over

“Matching creativity with resource”

Moral of the story… Turn a lack of resources in to a creative opportunity

Creative Design: “Takes a long time to implement”

Speed Bumps:

• Clients want to be involved but there is often push back from creative teams. The need to extract information. Not always know what they want. It’s how you take clients through the creative process.
• No time for prototyping. Can lead to half baked executions. NFP – No time for prototyping
• Some people just want to be workhorses
• Over complicating the creativity rather than looking for simple ideas. Good ideas stick – Realise it if possible. Take ego out of room

Moral…Become an advocate for Human Centred Design

Example: “Save Africa mock ad”

Interactive Advertising – Interactivising

Merges media and real life experience

Example: Fashion Revolution: Social experiment – Buy $2 Shirt or Donate

Example: Guns with History – Social Experiment –

Panel notes:

• Concentrate on social value and social impact
• “There is no one solution that can solve the issues.” Sam Sondhi’s supporting the targeting of corporate and community
• Threat to continual support: Difficulties in measuring benefits
• What is in it for me? (corporate sponsors).
• Refresh active marketing
• Compelling stories
• Statistics – evidence of outcomes – how this initiative helps men? (Check with Sam on deets)?
• Research CEO follow up

Ann Marie sees Men’s Shed as Phase One. Potential for expansion. i.e. Youth Shed, Women’s Shed

 

Prototype focus:

• Produce videos that will be edited for different audiences: Corporate, documentary and fundraiser.
• Redesign and consolidate website which will be a platform for one of the videos
• Add a new logo that will be incorporated onto the website
• Focus on “Concept”

Panel: 

Ann Maree Colborne – CEO

Sam Sondhi – Director Growth & Strategy

Jeff Jones

Men’s Shed Presentation to Lentara

Feedback:

Research social value and social impact to solve social issues

What’s in it for them?

Potential Expansion

How can you measure benefits?

There is no one solution that can solve the issues

Asylum Seeker

Tell the story of the Asylum Seeker

Tell their story through artwork – Paintings

Social Media Campaign targeting young adults: What is Home?

#whatishome

Community Engagement: Print – Posters with artwork

Feedback: Moving away from print

Asylum Seeker – Women

Re-Branding – Asylum seeker for women lacks awareness

Uniting women

Where does the money go infographics

Social Media

“Let’s make it happen”

Posters – Women identity

Donations

Awareness

Inspiration – Positive message posters

Posted around Melbourne and Social Media

Workshop – Involve them in activities

Photography – Showcased – positive message – community involvement

T-Shirt Design workshop

Activity involvement

Exhibition

A collection of personal objects

Gallery space design to foster engagement

Feedback: Great simple ideas. Like be-Branding

T-shirts can cause racial tensions. Proposed other clothing items. How to tackle corporate? Uniting Women is much bigger than just Men’s Shed.

Lentara Identity

“We’re good at what we do, but don’t tell our story well”

Print consolidation

Cut out – Too expensive?

Stats, information

Social Media

Allows creativity

Hashtags

Chat – How can they get involved

News articles –

Short videos

Digital Media

Not being promoted to its full potential

Feedback: Needs to adopt instagram. Not for profit needs dynamic thinking. Focus on Digital. Fashion a character of what Lentara is.

Clothing Bin

Label + Clothing Boxes

Track boxes

Engage

Feedback: Bins need to be inside

Shower Bus

Branding – Lenny and Tara as characters

Decals on bus

Crowdfunding campaign

Making a video to post on social media

Mock up of page

50% of successful campaigns have a video, 30% of campaigns don’t

Feedback: Needs to see research of it’s needs. By creating the character it created more opportunities. Branding could kick start the campaign.

Clothing Bins – Renamed to Community Apparel

Group Prompt

Redesigning bins

– Created Mock ups (Design and interior)

Pop up community

Clothing boxes to send as donations. Donor tracking.

Mobile Application Concept – Researched similar companies. Locates other clothing bins

What happens next?

Pretty

Criticism: A story that you can go back to. You want the problem to be solving to be really clear. How is it going to solve the problem?

Women’s Asylum Seeker Group

Exhibition Proposal

Timeline:

Funding

Proposed exhibition space

Gallery Space configuration

Posters:

Strong imagery

A quote included

Social media/website

– Mock ups

Using inspirations

Where will they go?

How will it reflect it’s research?

Criticism:

Want’s to see prompt on the screen

Presentation needs to be a lot more graphic

Change the order

Mock Up

Posters were boring

Lentara Identity

Starts off with brief

Project options –

Criticism:

Ensure pacing is right

Too much text

Who is this organisation?

Eye contact is important

Get to point faster

Don’t generalise why something is good (facebook).

Asylum seeker – Both

Target audience

The refugee art project – Inspiration

– Christopher Ireland

Social Media Campaign

– Noted ALS Ice bucket as a successful campaign

Interview – What is home to you? Asylum Seekers don’t have a home.

Community Engagement Print Campaign

“What is home?” Slogan

Criticism: Simplify

Men’s Shed

Feedback:

More visuals

Visualize strategies – Mind map (Edward Tufte)

Target Audience to videos

Less text more visuals

How can it be saved

What to add for slides:

How videos can be shared…

Facebook

Instagram

Website

Mock up of emails > Lentara database

Note: Hand out slides to panel

Roles:

Presenters: John-Michael and Matthew

Design Mock Ups, Logo and Slide Designs: Chesmond and Rizki

Powerpoint Presentation and Mock Up Videos: Sam

 

Potential slides for presentation:

1. Introduction – Our group

2. Brim bank Men’s Shed + 50 years and up + 30 men attend the shed each week + social interaction

3. What have we discovered – Sustainability

4. What have we discovered – Funding

5. Community and corporate

6. Creative prompt + Awareness + Community involvement + Potential corporate partners + (We can add re brand part here)

7. Elements/Output – (Summary of what we want to do)

8. Model #1 Website + Mock up of internal site + Mock up of external site

9. Model #2 Documentary + Where it will it go + How will it help

10. Model #3 Fundraising Video + Where will it go + How will it help

11. Model #4 Corporate Video + Where will it go + How will it help

12. Conclusion

Men’s Shed

Brain storm: How would we create a Men’s Shed Event…

• Booth at a current event
• Design booth
• Information booth
• Design flyers for family and friends
• Event video
• Preview of the event