Accompanying Thoughts

Final Self- Assessment Report

11 June 2013 by admin

Focus area was ADVERTISING
‘Globalisation and Transformation of the Australian Advertising Industry’

Role
From the outset my group decided to share the load equally. We all had an interest in advertising; whether it was how consumers interact, Australia’s industry or relating it to something of a personal interest. So, it worked well because each individual had a different area they wanted to focus on, naturally segmenting the workload up. I was extremely interested in the inner working of the industry and where Australia was ranking against the ‘big dogs’ of NY and London. I would say due to my excitement and evident drive surrounding the project, my role developed into that of the ‘leader’. I use the term leader in a relaxed sense, what I offered to the group was direction and ideas. The presentation, for instance, was where my leadership role was cemented. Through coming up with the core ‘Gruen Transfer esk’ theme and the structure of the presentation. I became the point of reference to help our group effectively and concisely execute. Similarly, when reflecting back on the research question I largely assisted with finding a logical structure to respond to our question. In regard to the website, I was the mind behind it both in the creation and uploading of content. To further add to this I sourced both of our interviews and ensured that the questions were of relevance. The main issues faced within my role, personally, regarded my time management. I am not an obviously organized individual, so to then have others waiting on my direction – I struggled to finish my own work on time. However, somehow I managed to pull it off and get all of the work complete. Although a little bit more assistance from other group members would have been appreciated, as I felt some did lack in proactive and self-sufficient attitudes.

98/ 100

Progress
My research capability has improved dramatically since undertaking this assignment. The key moment that brings me to this conclusion was the process of the interviews. Somehow through sending many an email, I had managed to secure two interviews with very high-ranking global agencies. I felt a lot of pressure to not waste their time and impress them with my knowledge. By compiling a list of questions (assisted by the group) based on the research that had been undertaken, and scratching up on my knowledge of the particular agencies – so that I ‘idiot-proofed’ myself – made a world of a difference. Through this in-depth researching it provided me with the tools to conduct a successful interview. The main thing I learnt out of this is that there is always more researching, as after the interviews another ‘can of worms’ opened up. The agencies put things in a new perspective, a real perspective, and highlighted some areas we had overlooked. I don’t feel that my learning behaviors altered much within the progress of this project. I believe that I did become more proactive and professional, mainly again through the organizing of the interviews. The only other thing that I could note would be my ‘leadership role’. It’s not something I tend to take on, as I prefer to be an equal to my group members. So when reflecting on this, I am quietly pleased, as I feel I done an ok job and no bridges were burned. My strengths around a research project like is, include being logical, level headed and creative. I also feel that due to its large collaborative sense, I do interact well with others. Weaknesses include reading and absorbing large bodies of text, time management and asking ‘more’ of people. In my group I did end up doing more than my fair share of the work, I should have spoken up before it was too late, so that I didn’t end up lumped with an overwhelming amount of work.

97/ 100

Strategies
Again, when reflecting on the process of the project I think the key strategies that work surrounded planning and listening to the interviews. To hear current professionals speak about the industry and how globalisation wasn’t this ‘big monster’ was a real insight. Particularly with the introduction of the digital age, its not disregarded but instead integrated. Collaborative strategies that my group implemented involved segmenting up the sections, so that each of us focused on our own topic. Then when considering the big picture, it thoroughly answered the question. In terms of the group keeping on track and not overlapping in content, consistent group meetings and conversations via Facebook helped us collaborate. One ‘make shift’ strategy that I implemented was going to Swanston street library, with one book in mind, and then shifting through the aisles to find other relevant books. I am aware this is not the ‘traditional’ way to use a library, yet through doing this I discovered new information that was relevant in a broader sense. In many ways this is what the pre-Google kids would have done. I find it helpful to read physical text as opposed to screen text, so this was a way I could absorb the information easier. What didn’t work well was my strategy to reference. Because I mostly referenced hard copy books, copy and paste was not an option. So I decided to hand write useful quote and notes and then transfer them to a digital copy, this was extremely time consuming and upon reflection a waste of valuable time.

95/100

Problems
The main problem I faced within this project was allowing myself enough time (and interest) in sitting down to read heavily academic articles and research. This was how I initially envisaged the process and the thought of endless reading did result in unmotivated attitudes. The annotated bibliography for instance seemed a huge task to tackle, but once I had found some ‘lighter’ readings things took a turn for the better. Through researching a topic I have an interest in, and luckily a topic (advertising) that at its core is creative, meant that there was research out there that wasn’t referenced in Latin. Watching shows such as ‘The Gruen Transfer’ and scrolling through Ad Blogs was all research. Particularly when considering my area – the current industry. In terms of the group, a problem that I faced was having members lean on my enthusiasm more than I would have liked. I had to face a lot of ‘new’ things alone, such as the creation of the website and organizing the interviews. However, I did not voice any opinions surrounding this and in the end I ended up having a lot of fun doing both. Through tackling these tasks solo, it had a positive effect in building up my confidence and sparking a thought that maybe the advertising industry is a place I could see myself.

97/ 100

Connections & intersections
This course was valuable in that it enabled you to take topic of interest and really explore and widen your knowledge of it. Imbedded within this were research skills, this I see as a key asset. I perceived my research capabilities to be quite high before entering this course. However, now at its completion, I am surprised at how much my skills have advanced and developed. A key value in this sense is professionalism. Particularly when involving industry professionals, it not only puts the pressure on to perform, but to also complete a project that is of a high standard. I also feel another value was working in a team environment, as otherwise the task would have been impossible. I learnt that under-pressure I have good problem solving skills, that I remain calm, creative and logical. An example of this was when we were filming the introduction to our presentation and the initial idea fell through. Within a short period of time I had compromised the idea and got us moving forward. I am also surprised at how easily a leadership role came. I did find it frustrating at times that I didn’t really have someone to bounce ideas off and collaborate creatively with, so this is another thing I learnt about myself. In that I don’t mind taking on the role of leader, but in an ideal situation I would prefer to work as equal within a group environment. When considering my future career, I feel that what I have learnt in this course has really sparked and ignited something I have overlooked for sometime. The research topic for starters was something I became pleasantly surprised by and through visiting some beautiful offices and meeting relevant people, I now feel it could be the place for me.

99/100

Overall I feel that I have worked hard in this course and as a result gained some great insights, for these reasons I give myself a HD.

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MI: Annotated Bibliography

18 April 2013 by admin

Research Question

How has Australian Advertising coped with the new convergence environment?

Personal Topic Area

Australian Advertising Industry

Source 1:
Crawford, R 2008, But wait, there’s more… A history of Australian Advertising, 1900- 2000, Melbourne University Press, Melbourne.

This book explores the history of Australian advertising from 1900 -2000, focusing on the relationship and changing dynamics of the agencies, clients and consumers. Crawford’s primary point of the book is to assess the attitudes of the agencies over time in regard to legitimacy and there quest to gain it. The book also comments on the introduction of new technology and the increase of consumer products, highlighting how the role of advertising will continue to be central over the next millennium. Crawford also contextualizes the Australian advertising industry on a global scale and comments on how it has shaped Australians sense of identity.

The book is highly readable with an upbeat and slightly humorous undertone, which is implied from the start regarding the visuals on the front cover. Its structure is also logical as it breaks the history down into 12 chapters chronologically focusing on decades. With the medium being a book it enables Crawford to divulge every aspect over the past millennium, key social developments such as the role of women are explored thoroughly. Through the book essentially being a large research essay, it has an extensive list of references and use of citations, giving weight to Crawford’s findings and arguments. In general however the book remains unbiased in its attitude and essentially presents a detailed time-line. A limitation that is important to note is Crawford’s book is the first official exploration of Australian advertising history, giving little room for external criticism and suggesting that all content discussed is the only truth.

In regard to my research topic this book has been invaluable in gaining an understanding of the industry today. It not only highlight’s the achievements and vast growth over the past millennium, but also shows how the industry copes when external environment influences are presented. It gives a great indication on the resilient attitudes and suggests how it might continue with the introduction of convergence media. By also placing Australian advertising on a global scale, it opens up the analysis and provides us with weightier information.

Source 2:
Sinclair, J 2012, Advertising, the Media and Globalisation: A world in motion, Routledge, RMIT Ebook Library.

This book investigates globally how the advertising industry has dealt with the changing mediascape. Sinclair focuses on the relationships between the media, advertisers and agencies and how they interact with the consumers amidst these changes. Globalisation is a key focus, with its background discussed in relation to the manufacturing, marketing and media complex.The book also comments on the transition from ‘mass’ to ‘social’ media. However, the primary focus of the book is to assess the issue regarding the commercialization of culture, and apparent impact it has on social and personal life.

The book offers a critical and systematic approach breaking down into 5 topics, which collaboratively work together to support and logically build an analysis. The book maintains a contemporary focus throughout and develops a strong case by taking a region-by-region approach. There is no obvious limitation within this book, mainly through Sinclair sustaining a critical attitude throughout and in turn enabling a strong support for his claims. Also to add the book was published late 2012, so most facts are recent and discussed in a current context.

The topics explored by Sinclair are relevant to my research question, more so than my personal topic. The book gives a strong overview of the current industry on a global scale and places it within a globalisation context. The exploration of the relationship between the media, advertisers and agencies provide examples of how globally advertising is adapting to a convergence environment. This is extremely useful as it provides a point of reference and enables a critical criticism of Australian advertising to be made.

Source 3:
Dickenson, J 2012, ‘The past in Australian Advertising, 1906- 2010’, Journal of Australian Studies, vol. 36, no. 1, pp. 65- 79.

This article investigates the what, when and how of Australian advertising in regards to its use of its history. The findings of the article largely say advertising as skill draws from its repertoire of the past to create an advertisement, which usually holds little connection to the selected product or brand. An aim of Dickenson is to explore how the use of the past attracts and motivates the audience, on another level she wants to make a connection to Australian national identity and consumerism.

The article delivers an in-depth analysis and supports its-self in a traditional style. The article provides two forms of evidence; a case study of ‘Australia To-day’ magazine from 1905- 63 and interviews with contemporary advertising creatives on how they use the past in a current environment. A limitation with Dickenson’s choice of a evidence is that it doesn’t provide a broad overview of the industry and instead limits it mostly to print. She also comments little on the impact of external developments, such as the Internet, which weaken her argument. In saying that Dickenson does reference authors such as Crawford and Sinclair, which do work to support her investigation.

The findings of this article are relevant to my topic, as it enables a greater understanding of the Australian advertising industry. It is putting into practice the history and explores how it has and is being used by the agencies. This further provides an insight into how the Australian consumer has been exposed to advertising and what there current expectations are. On a broader level it touches on Australian national identity and consumerism, which are all key sub-segments to todays working industry.

Source 4:
Crawford, R 2008, ‘The quest for legitimacy: the growth and development of the Australian Advertising Industry, 1900-1969’, Australian Historical Studies, vol. 36, pp. 355 -375.

The article discusses the pursuit the Australian advertising industry has been on to gain legitimacy and a positive reputation within society. Crawford in exploring this regards the relationship between consumption and advertising expenditure to be of key importance. He also notes how advertising has influenced consumer taste and that it is considered to be a form of social control. The article answers the quest for legitimacy by stating that in its current state it has been achieved, due to advertisings presence now being guaranteed.

The article is highly readable through Crawford’s logical and clear writing style. He makes many claims within this article, yet through his logical attitude it justifies them all. Accompanied by extensive use of in-text citations and examples, he presents a concise argument with little room for critic.

This article is extremely useful in regard to my topic. The in-depth analysis of the Australian advertising industry enables conclusions to be made of how it has matured into the 20^th century. It also allows an insight into the current mindset of how the advertisers feel with this power, and links directly to the broader question of the convergence environment. Through the article commenting on how in the past the industry has adapted to an increase in consumption, this can directly relate in helping us understand how it is coping with mass mediums.

Source 5:
Wang, G, Dou, W, Li, H, & Zhou, N 2013, ‘Advertiser risk taking, campaign originality, and campaign performance’, Journal of Advertising, vol. 41, no. 1, pp. 42 -54.

This article focuses its research on originality and what the term means in the context of advertising. The authors discuss the effect of advertiser risk taking on campaign originality and performance. The article suggests that qualification and trust are the two key factors that contribute to successful risk taking.

The research article is clear in structure, with concise headings outlining the stages and solid evidence to support claims made. The evidence includes agency theory and creative literature, which support to develop behavioral strategies. Through the article being research based, it offers a balanced discussion, as it outlines the limitations and further research that could be undertaken.

In relevance to my topic this research article provides knowledge into the thinking and theory behind the way advertisers work. Although it doesn’t directly link to the Australian industry, it does comment on how creativity and originality is key to success in the industry. This is a key point to consider and evaluate by, especially since the convergence environment requires a lot of new thinking.

Source 6:
Kerr, G & Moran, C 2002, ‘Any complaints? A review of the framework of self-regulating in the Australian Advertising Industry’, Journal of Marketing Communication, vol. 8, no. 3, pp. 189 -202.

This article explores the factors and developments of Australia’s self-regulating system in regard to advertising. It comments on the recent change in the system and outlines the number of reasons, one of which is the elimination of the media accreditation system. The authors compare the new code of ethics with their predecessor and broaden it to a universal level. Their findings suggest a current weakening in the standards of advertising self-regulation in Australia.

The article is extensive in its research and provides visual support in the form of tables, as well as case studies for evidence. It thoroughly examines the performance of the code of terms. It is clear in structure, however it is not easy to read as it takes on a scientific approach and uses complex language and selective terminology. Through it being a research article, it highlights the limitations and suggests what other research could be done to further the report

The article is relevant in nutting out the regulations put forward to the Australian advertising industry and observing how they are coping. It not only builds a greater overview of the industry and how they adapt to change, but expands my knowledge on the limitations they face in regards to regulations and how this may effect its coping with the convergence environment.

Source 7:
Hughes, C & Polonsky, M 2002, ‘Advertising Communication in Australia: A comparison of information used by Australian, Japanese and U.S firms’, New Directions in International Advertising Research, vol. 12, pp. 263 -280.

This study explores the debate of whether or not firms should standardize or localize their advertising. It attempts to examine the degree of polycentric behavior of U.S and Japanese firms by comparing the information usage in the host market of Australia. It comments on how U.S and Japanese firms are supposed to be very different. The authors further discuss customization and outline that convergence is a case of ‘marketing myopia’. They continue to say that convergence culture only occurs at a cosmetic level, suggesting that standardizing may not be the most effective or efficient form of advertising.

In evaluating this highly researched paper I did at times find it hard to digest through all the academic talk and statistics. The main limitation outlined is that the authors focused solely on Resnik and Stern’s information cues and not on other aspects of advertising or marketing strategies.

In relation to my topic it has helped immensely in positioning the Australian advertising industry globally, and the articles further discussion regarding convergence culture directly links to our research question. The extensive evaluation has provides us with some solid information and opinions regarding the convergence environment and further creates the finding that Australian advertising should remain localized. This finding is new to our research and will assist in determining how successful the current industry has been coping.

Source 8:
Hill, R & Dhanda K 2002, ‘Advertising, Technology and the Digital Divide: A global perspective’, New Directions in International Advertising Research, vol. 12, pp. 175 -193.

This paper examines the digital divide and recognizes opportunities, threats and responsibilities of the advertisers in their use of the Internet. The authors explore the diffusion of information and communication technology within the context of vast socioeconomic variations worldwide. It further comments on the consumers growing access to information, which may lead to fragmentation of the media markets.

This paper is highly researched with most of its information stemming from the United Nations, providing it with a high level of validity. Its language at time is difficult to understand, as it is heavily academic. There are no obvious limitations that the study itself does not highlight.

This study does not directly relate to my personal topic, as Australia is rarely mention or focused on as a case study. What this paper does provide is a close look into the digital, which is the primary medium within the convergence environment.

Word Count: 1,858

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MAT

26 October 2012 by admin

MAT
Media Annotation Tool

I found this tool extremely helpful when reviewing the show.

The different markers including Transition, Presenting and Live Interview – enabled a clear sorting of ideas and helped break things down one step at a time.

A few cons with this program:
a) there was no spell check
b) i found it of greater use to type and listen at the same time, however when the marker stopped so did the sound, so a series of clicks and uncoordinated movements were in order to get the show playing again.

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Filling the cracks with conversation…

20 October 2012 by admin

Long over due, but below is my buzz cuts review

Filling the cracks with conversation is a beautiful idea. Artist Debbie Harman has neatly tapped into the way us Melbrourians groove, between the coffee drinking and late night screenings one thing remains consistent- conversation. She has taken the conceptual and cemented it literally. All around Melbourne she has distributed miniature ceramic tiles with warm and welcoming conversation starters. Over 200 to be exact. I should point out that these messages are not just pavement bound. Walls, abandoned televisions and even trees are contributing. Its lovely to witness this collaborative installation and to see how a neat little chatter is beginning to grown into a grand discussion. So keep in mind that age old saying Dont step on the crack! because you never really do know what you may miss.

And a link to the blog so can go out exploring…

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Summary Post

19 October 2012 by admin

The LookProject.

The journey to get to this idea involved a range of highly enthusiastic and adventurous ideas.
Including making a ‘short documentary’…
- on reflection i am relived we opted for the latter,
not only for the large amount of work it would involve
but it would have also limited the contributions we could have gained.

On further reflection an idea that i would loved to have experimented with is ‘Memes’. Such memes as ’50 shades of Jay’ (referencing The Inbetweeners character) have taken the virtual world by storm and i feel truley embody what contribution is all about. It enables the contibutor to make the ‘product’ there own.

Now back to OUR project,
When Scott came up with this idea i was thrilled. It is simple, easy to understand and as a result easy to contribute to.

What was my role within the group?
I had a hybrid role, i was the main force behind our instagram page. It became my baby as sorts. I liked photos on a daily basis, took and uploaded images, marketed our project on instagram, ~~harassed~~ encouraged desired networks to participate (etc)
I was for the most part assisted by Scott in this, yet i took on the role ‘creative director‘ and had full control over the visuals and what image we projected to public.
Another role i had was to create a user profile.
I also contributed to the Facebook page – the visual aspect primarily (so the cover photo etc) as well as making the occasional post.
Overall i provided the main content for the project and was a large contributor to its success.

How i contributed to our success?
It was very rewarding when our hashtag went from 41 – to over 1,000.
Also the growth of our following, it finished around 97. Which when considering that we followed around 120/30 and had only 50/60 images is great!
I feel the marketing strategies that i implemented played a large role in this.
The constant searching for new contributors, tapping into the architectural and creative networks and keeping up a friendly and enthusiastic presence (such as .. liking all the images that used the #lookabove tag) really cemented TheLookProject as a ‘brand’.

Rethinking the power of contemporary media practice
This project has changed my perception of contemporary media and influenced the way i interact with it now. Initially i was sceptical of the power, i had of course witnessed Facebook pages such as ‘Embarrassing Night Club Photos’ and noted there rapid rise to fame! Also with things such as KONY and the Occupy movement, social media and the internet did effectively contribute to their world wide recognition. Yet, i was unsure how our smaller scale project would go. I am primary a consumer and observer online, i rarely like or participate in anything. And i know i am not alone. So the daunting task of marketing and advertising seemed well.. daunting. However not everybody out there is like me.
TheLookProject attracted a diverse range of open, friendly and welcoming contributors. A regular of ours @FloraNewYork was an avid user of the hashtag and we regramed his images many a time. The new recognised willingness of people within social media has made me step out of my comfort zone, and made me think twice about contributing and participating.
It has finally altered my perception of online user patterns, people with or without the internet all instinctively want to feel the same things: security, love and feel apart of a community. These characteristics still remain the same, so the prospect of feeling included /complimented by a neat little project such as ours appealed to them.

Overall i have grown to care about this project. I am unsure whether it was the constant participation or the acknowledgement that we received – from groups such as SocailArchi who i admire. But i am amazed how a neat little idea has grown and developed to create a recognised product. I put the credit down to the idea itself. It was simple, easy to grasp, not ‘pretentious’ or too deep and importantly it didn’t exclude (except from non-instagram users of course)
My ~~participation~~ dedication to this project has been immense and upon reflection i do not feel there is any more i could have done. Maybe i could have researched the offline community and tried to further our recognition there – yet group work is all about delegation and i feel for the roles i had i fulfilled them .. and that little bit extra. a

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Self Assessment

18 October 2012 by admin

Research D
Not much has changed since mid-semester post.
I have completed most of the prescribed readings, yet it is the independent research that reasons the above mark.
Again the reason why i have not given myself a HD, is that i have not blogged enough about my research. Even after i noted this in the mid-semester evaluation, i have not been demonstrating my involvement with the readings/ lectures and external research as much as i could have.

Participation HD
I have maintained a consistent involvement within this course, attending 90% of tutes and 75% lectures. Those lectures that were not attended were instead listened to online and followed up by asking peers.
So I feel on the surface that deserves a D, so why give myself a HD?
On top of this i have been a present class member, extremely present group member and really given it a go with getting involved with the social media.
It is my participation with the group work and ‘out of classroom’ activity that really justifies my mark. I integrated the project into my everyday life, constantly checking/ updating /maintaing and growing it and it showed.

Exploring  HD
I give myself full marks for this section as i feel this is where i have really demonstrated my strengths and grown the most. I have become immersed in new media, my instagram has grown and nearly has 100 followers .. as opposed to the 60 at the start of this course. My twitter account has become active and i have really enjoyed using it. Other platforms such as ABC pool i have not taken too as much, yet i still explored them and gave them a go. Then theres LinkdIn, Glossi .. and the list continues.

Reflection  HD
Reflection is an element that i enjoy participating in. When looking at my blog, i would consider most of my posts to be either reflective or documentative. After mid-semester reflection i really tried to reflective in a more observant way, considering both compliments and criticisms. I feel i have demonstrated this and that is why i have upgraded my mark to a HD.

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User Profile – Instagram Style

10 October 2012 by admin

Who? Bille Jean
Age? Mid- late 20s
Occupation? Part time job at ~~Sanity~~ hip record store in Melbourne/ works at Seven Seeds cafe. Is also an aspiring experimental artist, who has a love of architecture.

BJ is an aspiring experimental artist, who works 2 mediocre jobs to pay her rent and alcohol consumption. She lives in North Melbourne with her 2 best gal friends Steph and Frannie. She has a Facebook account to keep in the social loop, yet doesn’t bother with twitter as she doesn’t care for the mainstream celb crowd. Nor has the time to tweet as she is busy working.. /drinking.
BJ listens religiously to Triple RRR, as she feels it offers the most independent selection of music and enjoys the variety of shows – especially how they maintain an avid feminist stance.
BJ through Facebook and her friends has been exposed to instagram and naturally adores it. She is a creative individual with a passion for art and architecture, and instagram fulfils these passions immensely. BJ is also a closet model, and through her ‘selfies’ on instagram has begun to build quite a following. Mixed with her ‘cool’ lifestyle BJ has become what is considered an instacleb – much like Lara Bingle.
BJ enjoys the whole interaction of the network and has begun to immerse herself in the serious creatives – photographers from NY/ other models in the Melb social scene /architectures. She is a hard core user and uploads a photo everyday. She has got so much positive attention that she has started to construct a blog, where she shall feature her art and other elements of her daily life.

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Instagram Breakdown

23 September 2012 by admin

Currently our following is 60
The #lookabove hashtag has also risen from 41 to 500+

The above ‘stats’ are great and extremely encouraging. I would say our success so far, stems from the understanding i have from the platform. I am an avid user myself and at least observe and participate with it on a daily basis. From this i have gained an understanding of users patterns, networks and likelihood’s.

In general i would say users on instagram are very enthusiastic and encouraging of each others works. Trolling is not as much of a problem compared to other platforms such as ‘Facebook’. This suggests that users take the network a bit more seriously and care more about how they are perceived /what they post.
There is a small, but ever growing architectural community on instagram. Seeing as our lookabove project falls neatly into this group, i have been aiming our hashtags /likes and other efforts in there direction. Also, seeing as we are based in Melbourne i am also focusing towards fellow Melbourians who can relate and even recognise certain images.

Hence the steps that i have constructed into gaining a follower and potential contributor…
A) a serious follower who is admired
1. follow them
2. like some images (over period of time) – make sure all “lookabove”
3. comment on a photo
4. suggest they join @TheLookProject and that they should #lookabove
5. casually ask if can ‘regram’ an image

B) a photo adore on the off chance
1. follow them
2. like few image (all in same session)
3. comment on chosen image “Neat snap! Join @TheLookProject, we absolutely love this image and were wondering if we could regram? If not #lookabove. Thanks ”

Here are some results:

FAIL…

Note: I refused to like one of his photo after this.. even considered unfollowing. I took the ‘wink’ as passive aggressive /patronising (and maybe a little too personally)

SUCESS…

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My Role

20 September 2012 by admin

My role within this project is a hybrid but all remains with the virtual walls of instagram,

creative director- I shall be in charge of the overall visual appearance of the project, from choosing the images we ‘regram’ on our instagram page to the ones we take. I shall have the final say and ensure there is a certain quality cohesiveness.
photographer- I am to take the images we display on our instagram page and hashtag to compliment the image
marketing director- along with Scott, I am to like images constantly on instagram and approach people to see whether they will:
a) join our project
b) use the #lookabove hash tag
c) enable us to regram there images

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Proud Project Moment

14 September 2012 by admin

When I signed into our Instagram on Wednesday (Day 1) and noticed this comment from SocialArchi, I screamed. I knew we had made it. I thought, why continue with the project, just shut shop and stop here.

Although my response was very melodramatic, the recognition from this well respected group was just what i was hoping for.
There is a certain aesthetic that we are striving to encompass within the project. From the images we post, to the ones we like and regram. The aesthetic is abstract, dynamic and visually stimulating. Personally I want people to be inspired by our images, to give them a reason to look up and become inquisitive about the world above them.

Ned ‘hit the nail on the head’ when he wrote:
The crux of the project can be explained in the words of the great Robin Williams within ‘Dead Poets Society’ (1989); ‘I stand upon my desk to remind myself that we must constantly look at things in a different way!’

So thank you SocialArchi, your comment has given much comfort and inspiration in starting our journey.

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