FMP: JUNO
Who is Juno? What is my Final Major Project?
Juno is a fictional punk musician, whose persona was crafted carefully by me. She was physically embodied by Luciana Allende, a fellow Art Direction student here at UAL.
The self-set brief for my Final Major Project for
@lccartdirection was to create a full 360° creative campaign for a fictional punk artist, tackling and addressing social issues by applying a wide range of theorists (including Audre Lorde (dismantling oppressive structures), Laura Mulvey (disrupting the male gaze and scopophobia) & Dick Hebdige (Commodification of Subculture).
I applied these theorists and their ideas to my practice and the visual media I produced in the project (such as avoiding objectifying angles during the music video by only shooting up towards Juno, never from above, giving her the position of power).
What did I do?
To produce this campaign, I harnessed a wide range of practical skills and techniques, such as screen printing, relief printing, collaging, risograph printing, interviewing, article writing, burning CDs, graphic designing to specific guidelines, directing & producing a location video shoot, editing, website building and badge making.
I also collaborated and creatively directed a number of talented creatives, without whom I couldn’t have made it happen, including:
@nicocastillop
@lucykatesimone
@alexwilcox.design
& Luci Allende.
(Many, many thanks!!)
This project was a huge undertaking, but one that I thoroughly enjoyed. I have learnt how to work to a brief and tight schedule, to manage and listen to collaborators, and to also make time for experimentation.
Follow along to see the other outcomes of the project!
(Photo of Juno - taken by me).
#londoncollegeofcommunication #creativedirector #punk #graduate