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Half of Beezy Journey
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The year 2020 is supposed to be a meaningful ending year of the decade; however, it has been such a difficult year for all the species on Earth. We all want this year to pass by quickly for a refreshing beginning. Maybe it is quite different from other fellow students, I find myself lucky when taking ICP course as the ending stage of this year. I know this is a little bit weird and if you want to know let's find out why I am feeling that way.
Before taking this course, I heard and overheard the “curse" of ICP about teamwork and friendship. They said: “Your friendship will become more solid or will be broken up after this course". So I really wonder if I will succeed in doing teamwork or not.
As an activist learning person, I was excited when joining this course. Then, I realized that ICP is a practical course with creating a communication strategy and working with real clients. As I read all the assignments, I knew that this course is the combination of the knowledge of my previous Professional Communication courses, especially my favourite ones: Contemporary Professional Communication Approaches, Making Media, Creative Advertising, Art Direction, Copywriting and Client Management. I love to practice, I accept to face the pressure, therefore, I could not wait to work with my team.
We are BEEZY! I am the standing one with a striped brown shirt. Respectively from left to right: My, Tran, Ngoc and Tri.
In Beezy, I have a grateful chance to work with Tri - an energetic leader always lights us up, Tran - who is always on time discipline, Ngoc - a hard-working account and My - who always harmonize with me when finding inspiration. From all these persons, I find myself fit in and bring my team to a “crazy" and creative land full of inspiration. My team also agrees with our leader that we will have fun and enjoy the project as much as we can, no matter what our final score will be. I appreciate this mindset because I am the creative one so I rather do what I love to my full potential and my outcome will deserve my effort.
According to the Forming step (Bucatariu 2020 & Mindtools n.d), we find our mutual thoughts when all members have agreed to choose this brief together because we all have artistic insights and some of us have many experiences in running campaigns and projects for RMIT and clubs activity. As we are trustfully receiving the brief of “RMIT Graduation Performance Audition 2021”, we promise to make our client remember us as a potential and hard-working team.
BEEZY Brief Intentions. I chose the template and collected all member's information to put on the slides.
For the skill audit, I am confident of my creative, copywriting, visualize and design skill most, so I assigned for the Creative Director of our team, who is the eye for the big pictures of creative tasks with strong visualize and verbal skills to combine every idea into final perfect ones and convince our targets (MasterClass 2020). To be honest, my weaknesses are data analysis, research and sometimes quite afraid of presentation. However, besides doing my roles, I let myself involve in researching step with my teammates, give my insight and my knowledge to help them in finalizing the analysis.
It's me searching for inspiration. Photo taken by My.
Besides ICP, we also have other courses this semester, however, we still save our time to meet up for lunch, coffee and improve team spirit. KAI Coffee, Nguyen Thai Binh Street, District 1, somehow become our “home" when before pitching they, my team and I were in the highest mood of working, so we met every day until we found out every necessary factor for successful pitching. As nobody perfect, our team most weakness is time management, members often come late for the meeting leads to the extend of the meeting. Therefore, for the solution, we decided that who come late will take responsibility to bring food or pay for other’s food.
Beezy is busy. Work hard and eat hard!
Can you find me?
For the Storming to the Norming step (Bucatariu 2020 & Mindtools n.d), taking part in the Beezy Creative Team as the Creative Director, I motivated my team to gather and watch some movies and some talent contests to get inspiration as the first step to find our overall feeling. In my opinion, the keys things to get inspirations are Listen, Awareness and Intention & Focus (Bishop 2009). Together, we research our target audience and sometimes, I give my team the insight of music talent, as I joined Music Club as a vocalist and also participated in the Graduation Audition last year. We acknowledge our clients' problems that the traits of Graduation are formal and quite strict for talent to voluntarily join in because they do not feel the relevance and benefits of performing at Graduation.
I have reviewed the previous years’ concept, key message and key visual recognized the failure of those years' deliverables. Our second step is to collaborate with the Admin team (account and media planner) to come up with the final insight and key message because from others member, I can also improve other skills although that role is mine or not.
RMIT Graduation Audition posts and events on Facebook in 2017, 2018 and 2019. Adapted from RMIT Vietnam Student Life SG Facebook Page, RMIT University Vietnam Facebook 2020
In the Norming to Performing step (Bucatariu 2020 & Mindtools n.d), along with finding the best solution created from everyone's opinion for the project, I can understand more about my teammates, what we are interested in. Surprisingly, I and Thao My have the same interest in musical movies, when I suddenly sing anything, she also sings with me. Also, Tri is a natural-born pianist and music talent. The tastes in music include handling the view of peers (Finna's 1989; Miranda 2013) and it is the best thing ever to meet anyone with the same taste in music (Bristow n.d), thus, I feel the connection and proud that I have found the right team for me.
Beezy Creative Team randomly mixing RMIT sound with beatbox and "Please wear your mask" from the security COVID-19 checking machine.
Visualization
To follow the step-by-step concept development process as we learned from Art Direction Course (Nguyen 2019), after finding the inspiration, we started brainstorming, design researching. Thao My, Tri and I usually pop up with new ideas for the creative concept, even if it is crazy or not, we still have the common voice in every concept we brainstormed. After that, we do the next steps: translating the key message to the copywriting, visualization, sketching and transforming to finished product.
I am the main designer to create the execution for all 3 concepts, I have more chances to develop my drawing skill on Adobe Illustration, turn the colours in RMIT guideline to a more playful and more gorgeous besides the fonts. Moreover, I have created the QR code to my Facebook profile for the copyright.
Moodboard for Graduation Performance Audition 2021.
I aim for the keywords inspiring, formal and gorgeous to make this.
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After all the beginning steps, we came up with the three final creative concepts. NOW YOU SEE ME is our safe idea inspired from some musical movies such as “The greatest showman” (2018) and “Camp Rock” (2008), with the common key message: This is real, this is me and this is time for me to shine bright.
Concept 1: Now You See Me, key visual sketch and transformation from layout to finished art.
2. Next is our most confident concept: BE OUR INSPIRATION because the keywords of Graduation performance, as clients required, is INSPIRING. This concept is also the most relatable to the key message and the trait of Graduation. Inspired by our daily-meet humans, favourite influencers, content creators and singers, we want to deliver the message that everyone will be someone’s inspiration to do the inspiring things, we believe my target audience will become the inspiration to the graduates who will have the challenging journey after the uni-life.
Concept 2: Be Our Inspiration, key visual sketch and transformation from layout to finished art.
3. Last is our crazy idea, I find out that one performance cannot represent all RMIT talents and inspired from Pitch Perfect: Audition Scene (2012), Pitch Perfect 2: Acapella Championship (2015) and Pitch Perfect 3: Freedom! 90 Scene (2017), this is the perfect opportunity for multi-types talents (including singing, harmonizing, dancing and instrumental performing) to create a huge performance on stage. We come up with the idea of The RMIX for the mix of elite and the video idea with the mixing sound of RMIT daily activities.
Concept 3: The RMIX, key visual sketch and transformation from layout to finished art.
This time I confident about my works so I can overcome my fears to stand in front of the client to present my ideas with my team. Mr Tri and I are the ones who push our team to make a funny introduction that can impress our client, after that we receive the compliment from Dr Lena.
Preparing and rehearsing for the very first pitching.
What's next?
Fortunately, our client loves our “Be Our Inspiration” concept deliverable message and story with the combination of the video idea of “The RMIX''. Moreover, Dr Lena loves my LGBTQ+ idea of key visuals. Nevertheless, I still think my creative concept and key visual need to improve and develop a lot until the final presentation. I want to make clients wow at my execution.
For content strategy on social media, I along with my team are together in the process of brainstorming the storyline, highlighting contents and also the interactive activity for more engagement from TA to not just passing by our on/off-line tools. Besides, at the end of this week and beginning of next week, we will finalize the storyboard then confidently travel around the university to record our promotion video with as little trouble as possible.
The past 7 weeks have been so amazing for me, I have the treasure chance to practice in a real project with my favourite skills. After taking some of the quizzes and the self-doxxing session, I can truly understand myself and my hidden talents that need more discovery and development day by day.
In Wednesday class, Dr Lena (2020) shared to us her wish to make herself ‘unnecessary’ for us because she wants us to actively find out our problems and together fix it in our team, therefore we can confidently develop within each other. I was so impressed and inspired by her confession.
Now, I realized that this is my 7th semester, which means I will be kicked-out-to-life in the next one year. Everyone may feel one year is quite long to enjoy, however, to me, it is really short to do many things I want, to learn important skills I need to get out there to work. I can truly say that is never enough time for me to get ready, hopefully, during the last year, I will. I hope the next six weeks will help me to move forward and become more confident.
References
20th Century Studios Indonesia 2018, The Greatest Showman | This Is Me (Official Lyric Video), YouTube, 11 January, viewed 10 December 2020, <https://www.youtube.com/watch?v=Rj4Yu9Utdw0>.
Binge Society - The Greatest Movie Scenes 2020, Pitch Perfect 2: Acapella Championship, YouTube, 16 May, viewed 10 December 2020, <https://www.youtube.com/watch?v=ThwgavWbVCc>.
Bishop, R 2009, ‘3 Keys To Finding Your Source Of Inspiration’, HuffPost, 24 September, viewed 11 December 2020, <https://www.huffpost.com/entry/3-keys-to-finding-your-so_b_266740>.
Bucatariu, L 2020, Project Management Principles & Conflict Resolution ', Powerpoin
t slides, COMM2386, RMIT University, 10 December 2020, <https://rmit.instructure.com/courses/79483/pages/w2-class-materials?module_item_id=2699211>
DisneyMusicVEVO 2020, Demi Lovato, Joe Jonas - This Is Me (From "Camp Rock"/Sing-Along), YouTube, 30 June, viewed 10 December 2020, <https://www.youtube.com/watch?v=6HCUoMgviwU>.
MasterClass 2020, How to Become a Creative Director in Advertising, MasterClass, viewed 11 December 2020, <https://www.masterclass.com/articles/how-to-become-a-creative-director-in-advertising#3-qualities-of-a-successful-creative-director>
Mindtool 2020, ‘Forming, Storming, Norming, and Performing Tuckman's Model for Nurturing a Team to High Performance’, Mindtool, n.d, viewed 12 December 2020, <https://www.mindtools.com/pages/article/newLDR_86.htm?fbclid=IwAR2lzACtjH76bEOntJoRPNJmFyGpG0dMyJk_7MdCYgOJvsK67uStk8LDwIE>.
Miranda D 2012, ‘The role of music in adolescent development: much more than the same old song’, International Journal of Adolescence and Youth, vol.18, pp. 5-22, viewed 10 December 2020, <https://www.tandfonline.com/doi/pdf/10.1080/02673843.2011.650182?needAccess=true>.
Movieclips 2018, Pitch Perfect 3 (2017) - Freedom! 90 Scene (10/10) | Movieclips, YouTube, 20 April, viewed 10 December 2020, <https://www.youtube.com/watch?v=foV6LGohzBI>.
Nguyen, D 2019, 'Concept Development', Powerpoint slides, GRAP2659, RMIT University, viewed 10 December 2020, <https://rmit.instructure.com/courses/65120/pages/wk1-the-concept-process-lecture?module_item_id=1915751>.
PitchPerfectScenes 2020, Pitch Perfect - Audition Scene HD, YouTube, 30 Dec, viewed 10 December 2020, <https://www.youtube.com/watch?v=USRUsEzKTqI>
Thesingingzone, ‘Singing with freedom’, Thesigningzone, n.d, viewed 11 December 2020, <https://www.thesingingzone.com/>.