Idea to Execution: Create Studio 2014 Finalist, Annelise Keestra

Tips - 2nd Apr 14 1:04 pm - 0 Comments

Annelise is the third and final contestant in our series of finalists. She is a Melbourne based creative and art director, and is currently undertaking a year of industry experience as part of her Bachelor with the London School of Communication. This, among many other reasons, inspired her to take part in the Create STUDIO brandspot competition.

Read on to find out the rest of her story!

1. How did you come across the ‚ÄėCreate STUDIO‚Äô competition?

Through The Loop newsletter. It popped into my emails and I made a note to myself, too easy!

2. What process did you use to create the concept for your brandspot?

I used interactive design as a high-tech, low-tech and no-tech tool. The high-tech part was the neon wall, that I conceived using Arduino (microprocessing), ultrasonic sensors, RGB LEDs strips, computer programming and basic electronics.

The no-tech aspect is the other half of the installation: the banner, which was a print of which I have cut out the logo. Both processes worked jointly in the brand spot. The interaction resides between these two elements, but also with the people playing with the lights.

3. Why did you choose this particular approach to the brief? What is your creative background?

I really wanted to take advantage of the time we had for production, as well as the budget. I wanted to get out of my comfort zone and create something bigger than what I have ever conceived. As a student I don’t get the opportunity to work with a budget everyday, so it would have been stupid not to take a bigger leap and challenge myself by using and learning some new processes.

I have been a very interested in high-tech interaction processes and new¬†technologies for the last couple of years, and wanted to keep exploring these. I’ve only created an interactive light installation once before, and we only used a single LED strip!

Annelise_Studio process_1

My creative background is very much multidisciplinary, from visual and fine arts, to graphic design, moving images and interaction design. I am keen on experimentations and mixed medias.

4. How did it compare/contrast to the other finalist’s entries?

It is great to see that the three of us came up with very different ideas. My concept is the most innovative in term of processes and technologies involved. But I reckon John and I compared on the fine/visual art approach to the brief, creating something physical to play with.

Brian‘s concept¬†was based on¬†post-production, John’s was equally mixing pre and post-production, while mine was all about pre-production. We are perfectly complementary!

5. What was it like working with STUDIO to make your vision a reality?

I still can’t believe I had the chance to work along with professionals on my very own idea! I produced the actual installation all by myself, so I really appreciated having their trust and support from A to Z.

The actual shooting was such an inspiring and enriching experience, working jointly with the STUDIO crew to create the shots. Emilio, the director of photography, had some great ideas to enhance the visual aspect of my concept (water on the ground, reflections on plexiglas…)

6. What techniques did you use to create the final brand spot?

We didn’t use a lot of crazy film techniques for the final brand spot, only a time-lapse to show the installation coming along.¬†When I conceived my TVC I focused on what would happen in ‘real life’ rather than what we could do while filming or editing.¬†My concept was about physical interaction, which is what the brand spot is documenting in a way.


7. Did you face any challenges along the way? Did you learn anything new? 

Building the whole installation by myself wouldn’t have been a proper design experience if I didn’t face any challenges. I believe this is what makes the final outcome even more satisfying. The use of computer programming and electronics is always a challenge. Connections can break, Arduino and LEDs can burn… I actually feared that the lights would not turn on when I plugged them in during the shooting!

It took two weeks to have the installation ready to stand and light up, but beforehand, I spent months learning new technical and electronic aspects, researching for the right components and suppliers, writing and testing different codes for the interaction, prototyping and soldering all of this… In my living room!

8. How did you get to where you are today?

I was born and raised in Paris, where I also studied visual arts. After this course, I moved to London to undertake a Bachelor in Interactive Design and Moving Image at the London College Of Communication. I am currently in the middle of my 2nd and 3rd year, and am taking part in a ‘year in the industry’ program within our School of Design.It consists of a year of experiences in the creative industry, made of internships, freelance, self-initiated projects and of course… Competitions!

I have decided to travel while doing so, and pretty much fell in love with Melbourne along the way. Which is why I’m still here after 7 months, shaping my creative skills and practice with some amazing Australian designers.

Annelise_Studio process_3

9. Who and what is your creative inspiration?

I draw my inspiration from a few of my friends, who are multi-talented and ambitious creatives. They’re driven by great ideas, are highly passionate and do everything well!

The person I admire the most of all is Jean Cocteau. He was a multi-disciplinary creative (poet, filmmaker, painter, graphic designer), who turned everything he thought or created into poetry and surrealist visions. His movies (my favourite one, Orpheus) are full of clever and extremely innovative processes for the time they were produced.

In the same range of cutting-edge individuals, and contemporary with our time, I am very inspired by the multi-disciplinary french visual artist/music producer Loris Greaud, and the London-based art practice United Visual Artists.

Surrealist cinema and art, new technologies, physical experiences and human interactions, music and poetry also have a big influence on my creative thinking.

Thank you Annelise, it seems you have a bright future ahead of you! We’re looking forward to seeing where the next adventure takes you.¬†



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