Intercultural Design Task 3: Final Output
05/02/2022 - 25/02/2022 (Week 6 - Week 8)Evaleez Voo Lian Yun / 0350275
Intercultural Design/ Bachelor of Design (Hons) in Creative Media
Task 3: Final Output
Instructions
Idea Exploration
Week 6
During the lecture session on Wednesday, we were tasked to start creating our final output basedon the ideas we proposed in the proposal, we were also given the choice to use new ideas if the proposed ones weren't suitable.
At this point in time, we decided to go forth with the album cover idea because one of our aims was to support the rap commmunity in expressing themselves. From here, we asked one of our interviewees, Jarrod Hrelja (Harelia) if we could design his album cover. He agreed and soon we divded the tasks within the group.
However, through the feedback session with Mr Asrizal on Friday, we were advised to instead create illustrations to exprees our own thoughts - instead of directly helping the community, we would implement the culture on how they express themselves by creating artworks that express our thoughts.
We thought this was an interesting idea. Thus we subdivided our output into two parts:
- Individual: Working with one of the rap artists we interviewed (Harelia) to create an album cover and merch for his upcoming single. Hence, supporting him by expressing his music visually.
- Public: As designing is our strong point, we will express our thoughts concerning common topics in the industry. i.e women empowerment and racism through artwork, similar to how rap culture uses lyrics.
In relation to this, I decided to ake charge of one of the illustrations which highlights the topic of racism. Some visual research:
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| Fig 1.0 Visual Research 1 (12/02/22) |
I first stumbled onto this animation scene on Pinterest and it spiked my interest because of how subjective it is.
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| Fig 1.1 Visual Research 2 (12/02/22) |
Since this was an illustration on racism towards balck people, I searched up hair references on African American hair to be used in my composition.
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| Fig 1.2 Visual Research 3 (1202/22) |
Lastly, this colour scheme suits the dystopian/ cyberpunk environment that I was aiming for.
Week 7
This week, I started my sketches and formulating an overall picture of what my final piece would look like.
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| Fig 1.3 Sketch 1 (14/02/22) |
I wanted to showcase how black people are constantly being treated like they're less of what they are by a society with white privilege. Hence, the person is being connected to something and sucking in comments from others.
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| Fig 1.4 Sketch 2 (16/02/22) |
In this step, I added more details onto the composition (Afro hair is being used here as it is common within the African American community).
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| Fig 1.5 Sketch 3 (18/02/22) |
When the general concpet was done (added people commenting), I cleaned up a bit of the line art an proceeded to filling in the base colours.
Week 8
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| Fig 1.6 Greyscale 1 (20/02/22) |
I started off doing a greyscale version of the composition, mainly to determine where the highlights and shadows are. While doing this, I felt that the background was too overbearing for the subject.
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| Fig 1.7 Greyscale 2 (21/02/22) |
To bring the focus onto the subject, I switched the composition to something simpler but more objective focused (final description will be stated in "Final Outcome".
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| Fig 1.8 Greyscale 3 (22/02/22) |
Lastly, I decided to make a part 2 of the illustration to give the first part a bit more context. When the greyscale versions were complete, I added colours onto it.
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| Fig 1.9 Final Submission Slide (24/02/22) |
To finalize our presentation, my group decided to hold a meeting to create it together. We compiled all our output together and gave each other suggestions on what to change/ add, etc. With this done, we were ready to record on Friday.
Final Outcome (Group)
Illustration 1 - Evaleez
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| Fig 2.0 Hardwired Pt.1 (25/02/22) |
Hardwired Pt.1
18600 victims of murders on black people have gone without an arrest, which is approx. two-thirds of the total murder cases in America. Black people have constantly been treated differently than whites, whether it be through racial profiling or flat out implicit bias. There will always be inequality.
In Part 1 of Hardwired, it shows a black girl chained onto a chair with tubes connected to her body. Besides her is a computer installing her 'software'- adding biases, inequality, jailtime and reducing trust.
I wanted my artwork to represent how people of colour have been hardwired into thinking that they are less of what they actually are, and that their worth depends on how 'society' plants into their head.
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| Fig 2.1 Hardwired Pt.2 (25/02/22) |
Hardwired Pt.2
Part 2 of Hardwired zooms into the girl with 'softwares' installing inside her. Some of the contents in these 'softwares' are actual real life discriminatory lines from people.
WARNING! May be uncomfortable to some audiences.
MASS DEPORTATION OF ALL PARASITES AND SUBHUMANS.
IF YOU'RE NOT WHITE YOU'RE NOT WELCOME!
The statements above only touch the surface of what black people have been told in their life. Their voices are regularly drowned out. A good example was how George Floyd, a victim of police brutality, continuosly begged for air, telling the officer that he couldn't breathe, yet the officer still had his knee on his neck, resulting in his death.
PDF:
Illustration 2 - Esther
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| Fig 2.2 Women Will No Longer be Hidden (25/02/22) |
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| Fig 2.3 Women Will No Longer be Hidden (25/02/22) |
Esther chose 3 of the most popular female figures in the hip hop scene, Nicki Minaj, Doja Cat and Megan Thee Stallion in her design. A message from Janelle Monae (also an african american woman rapper) "Women will be hidden no more. We will not remain hidden figures.” also inspired the line “Women will no longer be hidden” in the composition. (More information on her output in her blog).
Album Cover - Arwinda & Ataka
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| Fig 2.4 Album Cover (Have To - Harelia) (25/02/22) |
The album cover was visualized with the intention of showing how he wants to fulfill his dreams and prove the haters wrong). Arwinda and Ataka followed the yellow and black aesthethic as requested by the singer. (More information on their output in here and here).
Merchandise - Audrey
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| Fig 2.5 Merchandise (25/02/22) |
For the design, Audrey noted the artist's request to use black and yellow as the main color. I also used spraypaint brush elements that are iconic in Hip Hop Culture. Wavy line elements are to indicate motion and rhythm which is visible in the song. She also put the album cover on the t-shirt and made sure to apply a similar art style that goes together with the album cover. (More information on her output here).
Final Presentation
PDF:
YouTube:
Feedback
- Instead of album cover, can the team use the genre as a whole
- Produce a series of artwork that reflect them (expressive artworks)
- A set of digital outwork that speak about discrimation/ spread positivity/ creativity
Reflection
In terms of personal development, I have definitely learned to be more open to a lot of things and listening to the experience of others, without previous assumptions corrupting them. This was all thanks to the various interviews I went through.
While doing the final project, I read more on the discrimation that people recieve specifically because they are not born a certain colour. I managed to implement how rap culture uses lyrics to express themselves into my final output, by creating illustrations based off what I would like to express.
Throughout the project, my group was very cohesive with each other. We helped one another whenever we could and tried our best to submit something worth a read. I am very very grateful for this team. I am also thankful that our advisor, Mr Asrizal didn't mind to spend time answering my questions and provide suggestions on how to improve out work.
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