Making design and illustration for school projects is something I’ve always struggled with because there isn’t usually a real-world component. Although this project wasn’t to be used in the “real world,” it was still a valuable experience as it gave me some industry experience and a chance to see what I’ve learned in school versus what the industry is really like.
Earlier in the year, Leah Moy from Grey Advertising came into our class to speak to us about projects she has done with clients and the challenges behind those projects. I really liked the projects she created and was interested in working on similar projects in the future. So I decided to reach out to her and ask her if she would consider mentoring me, and she said yes!
The first step was done, whew!
I pitched a few different ideas to her and we decided on an advertising campaign for the local ski resort, Cypress Mountain. After the project idea was approved, I did what I thought was a good idea; I made a brief. Unfortunately, I didn’t get a chance to do a lot of research within the first week, so my brief wasn’t well informed and she asked me to take a step back and focus on gathering research. After this, my brief was well informed and I was ready to start thinking of ideas…..lots of ideas.
The three main two takeaways from the research component were that Cypress had a good variety of different winter activities, they were the only mountain on the North Shore that offered Cross Country Skiing, and that they are the biggest small ski local ski area with the most vertical, the most runs, and the best snow conditions.
I did about 100 sketches in total and a mind map to help me sort through all of the activities that Cypress had to offer, and the feelings of experiencing the outdoors. Initially, my ideas were based on singular ideas so I had trouble trying to work them into a campaign across different mediums. The SWOT I did for the different competitors: Seymour, grouse and especially Whistler definitely helped me with this hurdle. Whistler did a video of Tilt shifting which is a photography technique that makes big environments look really small. The feeling of being small is the concept I wanted to expand on, as this is the feeling I always get when I’m in the wilderness surrounded by tall trees, vast lakes, or even when I’m on a chairlift looking down at all the little people on the slopes below.
While looking at the video campaign for Whistler, I looked back at one of my ideas which was making words from different aspects of the mountain.
Leah sent me this example of typography made of objects that she did for Compass/Translink while working at Grey. I liked the idea of how the word was built from elements so I started thinking of ideas that fused the concept of building with the feeling of being small in a large environment.
When I was a kid, I really enjoyed working with Lego, and it was a big part of my childhood. I built the models once, and then I would take them apart and build my own. I always felt like a giant that was looking over the instructions and the blocks themselves, so that’s where my final concept comes from.
This was one of the sketches from the final drafts before moving onto production.
Overall I learned a lot from this project and it was a super valuable experience working with an industry mentor. I would grade myself a 9/10 because I think this project ended up being one of my better projects, yet there is still room for improvement.