This week onedotzero has teamed up with D&AD to present a condensed version of our education programme onedotzero_cascade: D&AD Graduate Academy Creative Bootcamp 2011, courtesy of Rochelle School.
We’re nearly at the end of D&AD Graduate Academy Creative Bootcamp, but here’s a quick recap!
Day 1: started with a workshop from Real World to help prep the graduates for the onedotzero brief on Tuesday.
Day 2: We set the brief! The brief revolves around the notion of ‘identity’. The graduates were put into groups and were asked to come up with an identity – this could be anything, even a mutual love of drinking! After we set the brief, to give the graduates a better understanding – Sophie Walter [from onedotzero], Kevin Palmer [from Kin-Design] and Derek Yates did a presentation and talk.
Sophie introduced onedotzero as a company and explained what we do and the projects we had been involved with. She presented onedotzero’s festival identity from 2010, along with screenings of our festival highlights. She gave some very sound advice in regards to new creatives within the industry, with some amusing images to accompany and help keep the tone light.
Afterwards, Kevin Palmer introduced Kin-Design and the type of work they do. He mentioned projects such as: custom Wallpaper magazine covers, the London College of Fashion MA Show, the Manchester Museum of Science and Industry, and others. Needless to say, I think everybody was impressed with how much Kin-Design have accomplished since their establishment in 2008.
Derek Yates gave insightful examples of identity. One particular example that stood out was Hitler, and his utilization of a traditional religious symbol with a powerful colour, which resulted in the unity of a group of people that simultaneously excluded others.
All three talks were articulate, interesting and humorous – and received well. The graduates were enthused and eager to ask questions after.
Day 3: Samuel Payne from Mother London came to give a talk on “How To Have (Good) Ideas”, which got off to a fantastic start with an introduction video about the company. He also gave some very good advice – one piece in particular which had the room laughing was: “Does the idea make you want to kick the dog?”
Sam’s talk was broken up with group discussions and activities; the first was the Countdown reinvention – how to change this age old Television show to appeal to youngsters. The brainstorming was brilliant, and you could sense a real energy in the room. The second mini project was the challenge of marketing a non-alcoholic drink and making it seem cool. The solutions that the groups came up with were varied and it was amazing to see that those ideas were generated within the space of a mere fifteen minutes! One group had named their non-alcoholic drink “Bob” and had turned the name into a verb!
For the afternoon, the graduates spent this time brainstorming and working on the brief given to them the day before.
On Friday the groups will be given ten minutes each to pitch their idea to a panel of industry professionals. Can’t wait to see what they come up with!
