COP Summative Statement

Upon the completion of my COP module, I have gained a greater understanding of digital application to the creative process, and the implications it has on society, productivity and most importantly artists and their work. I concluded that because of a range of existing theories; Walter Benjamin's definition of 'Aura' and how it is lost through the reproduction of the image; Roland Barthes' Authorship theory, how nothing man-made (especially digital) can be considered Original; And finally Karl Marx's 'Labour Theory of Value', which poses the idea that the value of a commodity is only worth as much the labour that has gone into it; digital design tools were indeed a threat to the value of Illustration, and the status of an image.  Furthermore, my argument was improved by the beliefs of a range of practitioners that believe the addition of digital is compromising them of their roles, and increasing competition as more people become technically capable with the tools. 

I was able to apply these theories to many elements within my argument. One example would be how the invention of digital design software was driven by the urge to simplify and speed up traditional creative processes, that once would have needed a vast array of skills and experience to operate - Digital tools can be criticised in this context, because they are encouraging the demise of skill and craft, therefore (in the context of Marx's labour theory) the value of the work suffers. I also concluded that through the use of digital mediums, Aura, Authorship and Authenticity are sacrificed; It was these three concepts that ultimately drove my practical project. 

I have also gained an understanding from my research, that for a genre to progress and move forward, the artists must be willing to adapt and make use of the tools available in order to create new and exciting work; I found that this idea was challenged by the devaluation of digital artwork, as digital tools are very modern and always developing. Attempting to solve the stated problem through the creation of a charitable marketing campaign, I designed a situation in which digital art is Authentic, hypothetically raising awareness of the issue through a well known brand. I attempted to subvert all mentioned theories, through the concept and mechanics behind the campaign, for example; The deletion of the original file, in an attempt to create a piece of original, authentic artwork that maintains an 'Aura'. 

Overall, I found the written element of the module really interesting, and found feel that I was able to find appropriate sources and examples to back up my arguments. With the practical element, I found that my outcome was too technical and sometimes overcomplicated, which I felt limited me when exploring visually. I was sure that I wanted to use COP as an opportunity to develop work relating to Advertising and marketing, and I feel this is why my project became quite complex. The way that I had to play two different roles in order to communicate my ideas also made things very complicated during the development of my project. I feel confident that I have created an effective theoretically informed outcome, that very much could exist in real life, whilst pursuing my interest in marketing/branding. 

With it's focus on 'Authenticity' and 'Aura' within art, this module has inspired me to push my practice towards a form of Illustration that is digitally created, yet remains true to the values of Authenticity. 

Final Design Boards

Final Design boards showing the realised outcomes of my project.

Practical: Shop Window Display

Promotional Video

A video I created to be displayed next to the original printed outcome. 

I created this video to not only give information about the campaign, but also to show the work and time that went into the print. I tried to challenge Marx's labour theory of value by doing this, showing that despite the aid of digital design tools, the print is still a valuable commodity. I feel that displaying the video next to the drawing also creates the sense of 'Aura' that Benjamin defines. 

I think that the video is effective in some ways because of it's upbeat and friendly tone which is conveyed through the choice of language. However, the aesthetic quality of the video I'm not as thrilled with, as I think it looks a bit boring. This was due to limited resources (and lack of skill) that I feel it doesn't look as professional and enticing

as i'd have liked(also iMovie is HORRIBLE to work with). It maintains its primary function of promoting the campaign and showing the creative process which i'm happy with.

Printed Outcome

With this piece of work I've placed great emphasis on remaining true to the values of authenticity. I have purposefully not uploaded the digital file to my blog because, through Benjamin's theory, this would devalue all authentic aspects and the 'aura' of the piece. (I don't know what he said about photographs, but here's one anyway of the final, authentic original print of which only 1 exists, that would be displayed within the shop window).

Once again the print quality is not entirely representative of the image, however I chose this kind of stock/printing effect to create more authenticity and link to the element of cheap/throwaway material. It creates an amazing contrast when it clearly looks cheap/digitally printed, yet it is the only print in existence (reflecting Banjamin's Aura theory) which creates value and aura.

Practical: Print Quality Experimentation

With my project, one of the key focuses is how the artwork is presented in order to achieve Authenticity. I wanted to experiment with the presentation process as much as the image creation because it is equally, if not more, important.

I started off printing my posters/images on regular printing stock, slightly higher quality than usual which gives the images a slightly glossy finish. 

 

I think that the images look the best when presented in this format, however, relating back to Anthony Burrill's comment about how 'were so used to everything being seductive and glossy', that I thought this may have the opposite effect of authenticity, and might look fake and insincere? (Mimesis)

So I experimented with slightly thinner stock which I found to look alot lower quality. In a different project, presenting images in this quality would be a complete no-no as it does look awful. However, I think that it places an interesting focus on the value of the image once again. And as these images are Original prints, only ones in existence, it makes the image valuable, despite being printed onto cheap throwaway material. 

(even has printing lines on it and everything)

I think it also has a nice effect on the poster aswell, subverting the idea of 'seductive and glossy'. As the poster is a tactile object, the effect of lower quality printing creates more authenticity (despite it looking patchy and shit). I think that the slightly faded tones/muted colours fit in really well with Lush's aesthetic.

Practical: Poster Design

Final poster design 

Remaining true to the Digital Aesthetic to create a sense of on-screen creation. Once again reiterating the values of Authenticity and not attempting to hide any electronic origins. I wanted to really play with this idea and make explicit references to digital art, like pixels and brush cursors. I found the colour yellow to be really appropriate for the posters, because not only does it look great with the black logo, I think it has connotations of light-heartedness, which although my campaign is serious, it is more lighthearted compared to the other issues that LUSH fight. I think it also has an energy of fun and creativity about it. 

Also I have referred to my project as an 'experiment' because, really, it's about creating an element in artwork that is quite subjective and metaphoric. 

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Practical: Logo Revisit

My original logo, making reference to Photoshop and digital art creation. 

As mentioned in my final crit feedback, I received some feedback saying that my final logo doesn't feel very authentic/arty. This inspired me to develop it further. 

I need to really convey digital creation, but still look authentic and creative.

2 different logos exploring more of a textural/expressive approach. I think that they definitely look alot more 'Arty', but again there is no reference to digital art whatsoever.

I quite like this effect, as it is representative of the 'digital aesthetic' and photoshop brushes. I feel that this is slightly more appropriate for the campaign, and it is quite similar to my banner designs so I don't need to change that much. I understand that it doesn't look 'Authentic' but really it's not about the look of it, it's the concept behind it. The fact that it isn't mimicking the aesthetic of analog media in itself becomes 'Authentic'. 

Practical: Some Questions Raised from Final Crit

From my feedback received in the final crit, it seems that I have not made very clear some of my decisions throughout the project.

"What does Photoshop have to do with Lush?"

Honestly, lush cosmetics has nothing to do with photoshop. I chose Lush Cosmetics as a platform for my campaign because of a range of factors, that just made them the perfect choice. 

• I knew that I wanted to make promotional/advertising work for a brand of some sort, and the fact that Lush are highly Authentic and have a focus on creating authentic products, is something that linked with my project. From researching into the company, I found that every Lush store around the world is filled with only products that have been made by Lush, for Lush, e.g the furniture which is made specifically in their Lush Store Furniture warehouse, linking directly with the theory Authorship. Therefore Lush are the epitome of authentic. Also I wanted to mirror this concept, by making Artwork for Lush, by Lush. 

• Lush are also very big on fundraising/raising awareness for ethical issues around the world, e.g Animal Cruelty, Sexual Equality. Hypothetically, I wanted to propose my topic of Digital Art being devalued, to be treated as an "Issue" that needs awareness (A little tongue in cheek, I know). 

• The target audience for Lush, fans of the handmade, are the audience that I am attempting to generate a reaction from using my campaign, as they are likely to be deterred from Digital Illustration. 

• I also just needed a platform, for example, a Shop window, to create a display in order to convey my message/ideas. 

"Is using technology the value of the company?"

Throughout the Lush website, there is a constant reminder that their products are hand made and fresh. My thoughts for the campaign were to promote these values of hand made authenticity, through something that isn't handmade, BUT VERY AUTHENTIC. My campaign is all about achieving authenticity through non authentic means, making the campaign more about how the phenomenon of Aura and Authenticity is achieved, and not about how the artwork is made. 

It seems so clear in my head, but I think communicating the links between my project and the brand has been a huge issue throughout the project, which is definitely something I will consider in future.