05/02/2024 - 29/03/2024 / Week 1 - Week 7
DAVIES ANNIKA ANGELA / 0362108
Intercultural Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 1

INSTRUCTIONS

CONTENT

Task 1: Proposal

Task 2: Data collection

Task 3: Final project

Task 1: Proposal

05/02/2024 - 23/02/2023 / Week 1 - Week 3

Theme: Cultural Sensitivity in Design
Objective: Study a cultural phenomenon or sub-culture

Task:

Create a Proposal:
Incorporate at least three preliminary ideas.
Support ideas with research.
Provide a short rationale for each idea.

Framework:

Frame the study within the theme of "Cultural Sensitivity in Design"

Week 1

an online meeting was held and a briefing was given about the module as well as a lecture on what cultural sensitivity is in design.

Week 2

we had an in person lecture and were split into groups which consist of students from different semesters and gathered after class to come up with ideas on a topic we can do.

Our group consisted

Reema (Group Leader) (sem 2.5)
Annika (sem 2.5)
Jiayi (sem 1.5)
Tyra (sem 1.5)
Wunyee (sem 1)
Yifan (sem 1.5)

These are the topics we came up with

Rastafarian Culture (African traditional hairstyle)
Ndebele Culture (topless with bottom animal skin)
Chinese Culture
Seychelles Tradition Creole
India - Religion, Divorce (considered taboo)
Colorism- The assumption that most Asians are Chinese Malaysian (immediately assuming they speak Chinese). For example , people would start speaking mandarin to you if you were a yellow skin Asian. In India marriage sites have an option to see your potential candidates skin tone and filter based on that. #UnfairandLovely movement in Malaysia, skin lightening creams being advertised

and decided on doing colourism in Asia then we split the different tasks for the proposal presentation and chose our leader of the group (Reema).We then decided to focus on skin whitening in Malaysia and 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.

Fig. 1.0 Task Delegation, Week 2 (15/02/2024)

Week 3

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.

Task 1: Proposal

Fig. 1.4 Presentation Recording, Week 3 (23/02/2024)

Task 2: Data collection

23/02/2024 - 08/03/2023 / Week 3 - Week 5

Requirements for Collecting Research Materials in Project 2 :

Collect various types of artifacts including visual, oral, textual, and tactile for research.
Ensure all collected artifacts and materials are thoroughly recorded, maintained, and documented.
Accompany each artifact and material with detailed information, such as its type, purpose, symbolism, and cultural/historical significance, among other relevant details based on the type of artifact.

Week 5

After our proposal we decided to visit a mall which offers a lot of skin whitening procedures and capturing videos as well as interveiw recordings where we gathered information.

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.

During the weekend, every member of our group headed to Midvalley for data gathering. We divided ourselves into three teams, toured numerous skin clinics, and documented our interviews. Each person gathered brochures, photographed advertisements, and skin whitening products.

Once we uploaded all our data to Google Drive, we assembled a presentation to organize our findings. We condensed our interviews, made observations on advertisements, and dissected video advertisements for analysis

Task 2: Data Collection

Task 3: Final Project

08/03/2024 - 29/03/2023 / Week 5 - Week 8

Week 6

Post-Research and Class Participation Requirements:

Complete research and data collection.
Attend all class lectures and tutorials.
Present a complete proposal and research data.

Final Task:

Produce visual design outcomes based on 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)

The initial phase involved confirming the feasibility of filming the short film, focusing on the availability of equipment and actors. Following this, we turned our attention to script development and organizing all necessary elements for shooting, including the script, storyboard, shot list, props, appropriate locations, and actors.

Reema took responsibility for refining the script to ensure its coherence and readability. I assumed the role of director, developing a storyboard and shot list to guide our production. Jiayi managed the props and handled the camera operations. Wunyee and Yifan were tasked with finding suitable locations for filming. Meanwhile, Tyra was cast to perform in our short film.

Week 7

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.

Editing

Fig 3.4 Assembling Footage, Week 8 (27/03/2024)

Fig 3.5 Adding in Audio, Week 8 (27/03/2024)

Fig 3.6 Adjusting Audio, Week 8 (27/03/2024)

Fig 3.7 Color Grading, 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.

SHORT FILM, FINAL PRESENTATION & RECORDING

Fig 3.11 The Skin We Wear, Week 8 (29/03/2024)

Task 3: Final Project

Fig 3.12 Presentation Recording, Week 8 (29/03/2024)