How did we fit that all into one day? Through perfect timing, organisation and on-the-spot problem solving from D&AD / Creature. We'd like to start off by saying a HUGE thanks for the experience!
The talks included people from the D&AD Student Awards' sponsors, like Microsoft, Special Moves, DLKW Lowe, Moving Brands and of course Creature.
Here are some useful tips, concerning "how to answer briefs" :
MICROSOFT // Andrew Spooner, Creative Technologist:
1. Focus on the user.
2. Don't let the tech BE the answer / situation.
3. Make friends with the Tech.
4. Context - 'Where will the user be when they use the tech?'
5. Challenge the tech, but don't break it.
SPECIAL MOVES // Caroline Taylor:
1. Know what matters, don't get excited.
2. Break down time.
3. Immerse yourself, Don't ever question or judge, then take a step back.
4. Get involved, PUSH IT.
5. Let loose, don't play it safe.
DLKW LOWE // Jonny Watson:
1. Trash the brief.
2. Make it your own.
3. Interrogate the brief.
4. Stay TRUE to the brief.
5. Recognise dead ends.
6. Proposition is GOD.
7. Sharpen the brief.
8. Wear lots of hats.
9. Don't just say... DO.
10. Smack it.
MOVING BRANDS // Jon Hewitt:
“Always design a thing by considering it in its next larger context - a chair in a room, a room in a house, a house in an environment, an environment in a city plan.”- Eliel Saarinen
CREATURE OF LONDON // Stuart & Ed
"Every design should be made in three breaths"
"My best idea is always my first"
The following list shows titles of steps in the answering process, from Creature. It was a great presentation, so in the future we'll explain these points, but for now.... let them intrigue you.
1. Samurai test.
2. Chinese food test.
3. Irritation test.
4. Chuck, Shag or Marry test.
5. Forehead Slap test.
6. Oh boy, is Rover going to get it tonight test.
7. Honesty test.
8. Delete or Forward test. (we called it the 'facebook like' test).
9. Camden Market Tshirt test.
10. Probably most importantly, the BILL HICKS WAS WRONG test.
We'll leave these notes up here, in case anyone wants to ask any questions about them / so that we can go back and use them! Great advice from some amazing people.
After the five minute talks, we split into groups. BH was set up with some great people in their group, who were from institutions all over the UK. It was a great experience - we learnt so much from people we had never met before, collaborated with them and went on to answer a brief really well! Once we've tracked them all down on the internet (online portfolios), we're planning on showcasing some of their work on here, and hopefully in the gallery in the future!