05/02/2024 - 29/03/2024 / Week 1 - Week 8
Reema Arif Hamza / 0362792
Intercultural
Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Final
Compilation & Reflection
Content
Instructions
Task 1: Proposal
05/02/2024 - 23/02/2023 / Week 1 - Week 3
To study a cultural phenomenon or particular sub-culture relating to the
theme "Cultural Sensitivity in Design" and frame your study within the
chosen theme. Students must create a proposal with at least three
preliminary ideas, supported by research and a short rationale.
Forming Group
During Week 2, we were briefed on "cultural sensitivity" and its relation in
terms of design. We were asked to form groups following a set of specific
requirements. Our group consisted of the following members:
- Reema (Group Leader)
- Annika
- Jiayi
- Tyra
- Wunyee
- Yifan
Brainstorming Ideas
After forming our group, we held a short team meeting to discuss our task.
We first discussed our theme "Cultural Sensitivity in Design" and
each shared our interpretations. Below is a list of ideas we brainstormed
for our topic, the topic of Colorism greatly resonated with all our group
members. Later on, we decided it was quite a broad topic so we focused on
"Skin Whitening in Malaysia" as our topic.
Fig. 1.1 Brainstorming, Week 2 (15/02/2024)
Task Delegation
The next day we had a second team meeting. As a group, we researched
"Skin Whitening" using documentaries, videos, research papers, and
articles as our sources. We compiled all our research into a Google
Doc for easy access. We brainstormed ideas for our design output, and
ultimately we came up with a comic, documentary, and short film. From
there, we split and delegated tasks for all the group
members.
Fig. 1.2 Task Delegation, Week 2 (15/02/2024)
Fig. 1.3 Task 1 Research Document, Week 2 (19/02/2024)
Presentation & Recording
We then spent the next week working to complete all our tasks. Referencing our
research document we were able to add a robust amount of research to our
slides. We worked in pairs to make the preliminary sketches for each idea.
Lastly, we recorded our presentation through zoom.
Final Proposal Presentation
Task 1: Proposal
by REEMA ARIF HAMZA
Fig. 1.4 Presentation Recording, Week 3 (23/02/2024)
Task 2: Data Collection
23/02/2024 - 08/03/2023 / Week 3 - Week 5
The students must collect visual, oral, textual, and tactile artifacts that would be part of their research materials for the ideation in Project 1 (proposal). All collected artifacts and materials must be recorded, kept, and documented, accompanied by necessary information such as the type of artifact and material, its purpose, its symbolism, its cultural/historical background, and more, depending on the kind of artifact and material.
Task Delegation
In our Week 3 Group Meeting, we discussed and outlined what we need to
do for Task 2. We then split and delegated tasks.
Fig. 2.1 Task Delegation, Week 3 (25/02/2024)
Data Collection Methods:
- Interviews: Go to skin clinics in Midvalley and interview them.
- Observation: Collect photos of skin whitening products and ads targeted towards skin whitening.
- Visual Analysis: Analyze skin whitening video advertisements and their key message.
On the weekend all group members went to Midvalley for our data
collection. We split up into 3 groups, visited many skin clinics, and
recorded our interviews. Everyone collected brochures, took pictures
of advertisements, and skin whitening products.
After uploading all our data onto Google Drive, we created a
presentation to compile our data. We summarized our interviews, noted
observations for advertisements, and broke down video advertisements
to analyze.
Final Data Collection Presentation
Task 2: Data Collection
by REEMA ARIF HAMZA
Task 3: Final Project
08/03/2024 - 29/03/2023 / Week 5 - Week 8
Upon the completion of the research, data collection,
participation in all class lectures and tutorials,
presentation of a complete proposal, and research data,
students are to produce visual design outcomes related to
their interpretation of the given theme.
Task Delegation
The final output was put to a vote, and we all ultimately agreed that a
short film would best express our topic. We then delegated tasks for
shooting, editing, presentation, and presenting.
Fig. 3.1 Task Delegation, Week 5 (09/03/2024)
Fig 3.2 Brainstorming and Tasklist for Final Project, Week 5
(09/03/2024)
Our first step was to ensure shooting the short film would be feasible
in terms of equipment and actors.
After that, we worked on the script and prepared everything to shoot:
script, storyboard, shot list, props, suitable locations, and
actors.
I worked on the script ensuring everything was smooth and read
well. Annika was the director, she created a storyboard and shortlist to
follow. Jiayi was in charge of props and the camera. Wunyee and Yifan
scouted shooting locations, and Tyra was going to be acting in our short
film.
Fig 3.3 Script, Week 7 (19/03/2024)
We prepared everything to shoot on the 21st of March, it was all well
organized and ready. The only thing we were unable to secure was the
video equipment from Taylors (Light stand, Boom, Recorder). While the
lack of equipment stumped us for some time we were able to produce
alternative solutions.
The shoot was successful and we were ready to move on to the editing
process.
Fig 3.4 Assembling Footage, Week 8 (27/03/2024)
Fig 3.8 Adding Audio Transitions, Week 8 (27/03/2024)
Fig 3.9 Adding Video Transitions, Week 8 (27/03/2024)
Fig 3.10 Title, Credits, Subtitles, Week 8 (27/03/2024)
Upon the completion of editing, we exported our final short film for
submission. We then worked on our final project presentation and
recorded that as well.
Final Short Film
Fig 3.11 The Skin We Wear, Week 8 (29/03/2024)
Task 3: Final Project
by REEMA ARIF HAMZA
Fig 3.12 Presentation Recording, Week 8 (29/03/2024)
Feedback
Week 5: Add observations to each advertisement and
brochure you've put in your data collection. For your video analysis
break it down into 8-12 frames and analyze it in-depth.
Week 6: Right now your story is lacking the impact. A short
film is usually vague at the beginning and keeps the viewers hooked
till the end. I will note down some short films that you can
reference and you can send me your new idea on teams.
Week 7: Yes great plot story. You may proceed
Reflection
In this module, I appreciated that we could really deep dive into a
topic and produce a piece of design in any format that worked for us.
I think this module was my first time being a group leader in
university, I learned from previous projects that having a task sheet
is a good way to keep track of your group's progress. Writing a script
was definitely a first for me, I learned a lot about the proper
formatting, building a story, writing dialogue, and technical terms.
But it was a good experience and taught me a lot in terms of
formatting hierarchy and story building.
Observation
Learning more about skin whitening was really eye-opening because all
those subtle and implicit messages around me became very explicit.
Actively looking at advertisements you realize how very few
advertisements have a person of color featured. I believe it's
important to be aware of how we are being influenced by
advertisements, social media, and media. In terms of group work, I
observed that it's important to encourage everybody to share their
ideas and create an inclusive environment for everyone to share their
thoughts.
Findings
Overall, being able to write and produce a short film is a great
opportunity. It was difficult to execute in a short time frame but my
group members were willing to work hard to see it through. I truly
appreciate my group members Jiayi and Annika because they really went
above and beyond for this group project. My other group members also
cooperated well and were eager to do any task. I learned a lot about
skin whitening, pervasive beauty standards, and how they differ in
other cultures. I hope our short film was able to convey how harmful
skin whitening is, and sheds light on how irrational beauty standards
can cause harm to others. Lastly, a huge thank you to my group for
working hard and pulling through to the end.
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