Semester B: Week 15
Student: Tai Ser Yeet (22064351)
Programme: BA (Hons)(SW) Digital Media Design
WEEK 15
I thoroughly enjoyed myself during this project due to its
creative flexibility, which allowed me to create content based on my main hobby:
dancing. After looking through works from previous students, I didn’t want the
account to solely promote the lemon fruit. Instead, I wanted it to represent the
lemon conceptually, subtly and mysteriously. Thus, I made it a point to pick
brand colours that did not consist of one yellow shade. I had chosen a striking
royal blue colour because it’s my favourite colour, it was also inspired by the
famous French artist, Yves Klein, who adopted this hue of pure ultramarine called
the “International Klein Blue and claimed to have created and trademarked it. The
brand identity revolves around simplicity and minimalism with a playful and encouraging
brand voice that promotes exclusivity while promoting inclusivity within a
community.
The first concept revolved around how dancers interpret a lemon
as a dance move. At the beginning of this project, I was still enrolled in a part-time
dance programme that runs every Sunday, and I thought it was perfect timing to
get these aspiring professional dancers involved in my assignment. I then got
their consent before proceeding to take snapshots of their creative movements. Every
single one of them was cooperative and gave their best. Later, creating the
post was one of the fun parts because I was able to let my imagination run free
without feeling pressured to conform to any type of brief. I could break some
design rules, and it would still be acceptable.
The second concept is the dance cover series, where I get people to drop song suggestions weekly on my latest reel, and the top three comments with the most likes will win. To include elements of a lemon, I wore a yellow cap for most of the dance videos and occasionally switched to a yellow cardigan. One of the biggest things I have learned from this series is choreographing routines. In the past, I shied away from creating my own routine because my sense of musicality wasn’t the strongest. However, once I got the hang of being attuned with the song layers, I was able to take the knowledge from my weekly dance trainings at Pineapple Studios and utilise my dance vocabulary to its fullest potential.
Managing this account has fundamentally altered my perspective on social media. Prior to this, I thought that in order to capture people's attention, you needed spectacular content or flawless aesthetics. However, this project proved that dedication to a straightforward concept, carried out regularly and sincerely, is as effective. I discovered that creating a community of individuals who genuinely care about what you're providing is more important than simply gaining followers. Realising that people are more receptive to sincerity than perfection was the most important lesson.
I was pleasantly surprised with support from my friends, especially from people whom I’ve never expected would engage. Their engagement and moral support motivated me to constantly do better and ultimately made this assignment a very rewarding experience.