The final outcome is an Art & Culture themed ident for the hypothetical 'Channel Nought'. The theme of the ident is presented using a Robe Goldberg machine. The machine was constructed using objects and materials that relate to the theme of Art & Culture. It was also built within a set design that also contains objects and references to the theme. Such objects were: books, CD's, candles, advertising, playing cards, wine, postcards, marbles, lighters and etc. The concept behind the set design was to create a representation of a living area of someone who would watch Art & Culture shows. In doing this, the aim was to make the ident feel familiar and relatable to its audience. The Rube Goldberg machine designed for the ident completed three tasks, it filled a glass of wine, pushed marbles down guitar strings, and knocked a cup away from a pile of confetti. The glass of wine and marbles were secondary outcomes, who's purpose were to aid the communication of the concept and generate interesting sound effects. The knocking of a cup away form a pile of confetti was the final outcome that gave way for the humorous finale. As the pile of confetti is revealed, a fan that sits next to it is seen blowing at the pile, however, there is no response. As the audience is left thinking for a few moments that there's some mistake, a person jumps up from behind the set and blows on the pile of confetti. This scenes gives the ident a more humorous and youthful tone. The audio playing throughout the ident is elevator music. This was chosen due to it matching the pace of the Rube Goldberg machine and its recognisability by a large audience, making it an appropriate choice to support the Art & Culture theme. The audio is consistent throughout the ident, falling silent only at the point of the final outcome where the cup fall away from the pile of confetti.. This was done to create a moment of suspense and confusion for the audience, so when the person jumps up from behind the set to complete the confetti outcome, it is unexpected and the audience is left pleasantly surprised.
Feedback
- The aesthetic and concept is unique and effective.
- The low-fi filming of the machine/ident works well with the concept.
- Making it about the viewer/audience as if the ident was their living room is very subtle and effective at relating to the audience and your given theme.
- Maybe the ending and the 'Up Next' sequence could have been a wide shot of the whole scene to bring the ident to a close/finish.
- The audio sounds 'roomy', so maybe you could have re-created the sounds of the Rube Goldberg machine in a studio setting, which would have given you clearer and more immersive audio.
- It would be nice to see the DIY/homey aesthetic applied to a nice clean and minimal zine.
- The human touch by having a person be a part of the Rube Goldberg machine makes it more personal and playful. Also it reinforces your Art & Culture theme very well.
- Consider how this would play out in different contexts, such as social media, print etc.
- You could have played around with editing the colours/hue of the video. By increasing the saturation/brightness of the colours you could have potentially reinforced your concept or made it more visually impressive.
Evaluation
The brief asked to create an ident for a hypothetical TV Channel, using a Rube Goldberg machine. The theme given to our group was Art & Culture. The concept we constructed for our ident was a living room set design of someone who would watch Art & Culture shows. I believe that our final outcome for this brief has been successful, because not only did we create a complex and enticing Rube Goldberg machine, but we also applied our concept to all design decisions we made. The Rube Goldberg machine utilised unique materials that represented our theme, and generated very interesting sound effects. The choice of materials, set design objects, strategy in filming and background audio were all inspired by our homey and person-orientated concept, which I believe is what makes the ident feel relatable and visually appealing for the audience. Also, including humour and a human touch in the ident makes it eye-catching and memorable. To improve our final outcome, I believe we should have filmed our ident with more professional equipment and expertise. Even though the low-fi filming of the ident as it is at the moment is quite appropriate to our concept, to make the ident more TV-ready and high quality, I believe we should have sought a photographers or videographers expertise. This would have helped us to capture the Rube Goldberg machine and the idents concept at its full potential. Nonetheless, I believe that our final outcome has been successful because not only did it receive a lot of positive comments from its target audience, but it is also a massive expression of creativity and inventiveness, applied to an area of Graphic Design where such analogue techniques are not as common.
Behind The Scenes (May include offensive language)
One of the deliverables was to create some form of documentation of our brief/project. We decided to create a 'Behind the Scenes' video that shows the process and struggles of creating our Rube Goldberg machine and set design, as well as some of the fun and laughs we had throughout.
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