Category: Unit 3

It is hard to accept this was the last tutorial.

David answered many questions for me and helped to clear my mind as always. In particular, he patiently gave me many examples of how to do intervention and evaluation which were a huge help.

• Main Slogan

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The theme I chose for my campaign was “Self Cheers”.

After seeing my poster, David suggested “YOUR BODY YOUR RULES” is more powerful and fits my topic.

I think it makes sense that I’m focusing on underwear ads rather than feminist or spiritual empathy.

• Body Images

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David points out that bringing Neiwai’s model range more inclusive is the key.

Through previous research, I have known the shortcomings of Neiwai’s advertisements is that the bodies they shoot are too conservative.

The changes I need to make should not only include my original posters, but also the models’ pictures.

• How to make intervention

Since I have no idea about how to intervention, David patiently demonstrated how to ask stakeholders if it was him.

First, he will show Neiwai’s project image (A) and my campaign (B) to stakeholders at the same time.

Then ask them these questions:

Rate each image （ from 1 to 10 ）

Would you prefer A or B?

Which picture do you like best? Why?

Which set of pictures will stimulate your desire to buy them ? why？

If you don’t like it/them, why?

Do they embarrass you even don’t want to see them?

These questions gave me a lot of inspiration.

Last but not least, David suggested that I should ask more questions about commerical when I was interviewing.

Considering David’s advice, I decided to keep the idea about object restricts the freedom of women’s bodies. I want to combine them with Neiwai’s images to convey my thoughts.

I started by drawing my images in Adobe Illustrator：

Then I tried to use Photoshop to combine Neiwai’s pictures with my original neon Lights.

I showed this picture to my three targets (Chinese young women) and got some feedbacks: These images were not suitable that looked very messy and could not accurately convey body positive ideas.

They suggested me to change a visual form which is more powerful. I accepted and tried to change to the formation of a poster.

Then I replaced my original poster with object abstract graphs and slogan. Here I would like to thank my roommate Qian for offering advice and help when I make posters.

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Then I put the poster on a wall with a Neiwai’S image in photoshop to create a virtual presentation.

First of all, I told David what I researched about the concept of the virtual reality metro campaign. David pointed out many aspects that I had not considered and provided me with very useful suggestions.

• Focus more on making changes than on form

I should go back to my main question “How to combat body-shaming of young women in China under homogeneous representations of beauty within commercial influence?”

Too focused on the form made me forgot about where the campaign is held is not the most important thing. What matters most is how I change the commercial influence.

• Simpler and more powerful direction

Because young Chinese women are my target audience, David suggested that it’s better to focus on a Chinese brand, for example, Neiwai which I have been researched, and changed Neiwai’s photos as an example to show how they can do better.

Due to COVID-19, it is difficult for me to find models with different shapes to shoot the original image, but I can make changes in the Neiwai’s original project.

After the previous research on different brands, I have concluded the shortcomings of Neiwai’s underwear pictures, the next step is to change it

Then compare my final work with photos of their project and show them to my stakeholders for the test.

I went to Tate Morden (3.11.2010) to saw the exhibition AFTER HOURS BRUCE NAUMAN, luckily got some inspiration from his artworks.

It is one of Nauman’s first neons, is a founding work in his career. Hijacking a medium generally associated with the tawdry (cheap motels, shop windows, and bars), Nauman’s sign advertises a metaphysical and deeply personal message as if it were for sale. Throughout his long and illustrious career, Nauman has examined the role and responsibilities of the artist. The title statement of this poetic spiral is neither entirely facetious nor completely serious, and the contradictions embodied in the piece yield an ambiguity that is both playful and profound.

Since the late 1960s he has continually tested what an artwork can be, by reshaping old forms and creating new ones. His ground-breaking works using sound, film, video and neon have influenced generations of artists.

His neon works are powerful to me. They are simple words or abstract patterns but are more direct.
I am ready to integrate the form of neon into my intervention.

Because I wanted to do the metro campaign in a virtual reality way, I need to learn how to produce neon sign effect illustrations on computer software.

At first, I used Adobe Illustrator to extract the abstract pattern from the waist which I found from the previous research that restricts the freedom of women’s bodies.

But I didn’t know how to make my images look like neon lights, so I looked through Photoshop Tutorial on YouTube and learned how to create the effect I wanted.

Then I learned how to make neon slogan “self cheers”.

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I’ve collected some pop up Stores that I find interesting and inspiring.

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I researched some interesting Pop up stores to get some inspiration.

Valentino Garavani VSLING Pop Up in Dubai

(15.10.2019-2.11.2019)

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Prada Silver Line in Macau

(DECEMBER, 2017)

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Coach Subway in New York

(2018)

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Far from the usual rundown train stations seen in a lot of big cities, Stockholm’s metro stations are individual works of art, architecture, and design. Around 150 artists have been involved as part of an ongoing project started in the ’50s to decorate Stockholm’s Tunnelbana subway system. Some 90 of the 100 total metro stations are part of the acclaimed ‘world’s longest art gallery’, each station decorated in its own theme of sculptures, patterns, colored walls, mosaic tiles, and faux rock formations.

1. Rådhuset

2. T-Centralen

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3. Stadion

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4. Kungsträdgården

5. Odenplan

I think I can integrate this form into my campaign. The appearance of the metro is not necessarily fixed but can be combined with the content I want to express.

I was looking for a suitable place for my campaign, until one day I walked into the metro, I found posters everywhere and commercials all around me.

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I realized that I could organize a campaign in the subway, of course, which is difficult to achieve under the corona situation, so I planned to use a virtual way.

Because my target audience is young Chinese women. I set the location in Shanghai which is the most modern big city in China which leading the fashion trend.

Unlike the West, which has made a lot of efforts in body-positive, China is just getting started in it. I can apply many excellent Western experiences I learned in research to my campaign.

In the tutorial, I told David that I want to create a magazine that is equivalent to a list to include the brands and their campaigns are body positive to help consumers, visual designers and advertising creatives change their attitude towards different bodies.

The feedback David gave me is that magazines are not easy to spread in modern society, especially in the form of online graduation exhibitions.

He encouraged me to be brave and do something that would change the world. I can definitely make my own campaign to influence more people.

I think this suggestion is very worthful. My next step is to choose the form of the campaign.