Responsive: Deconstructing the Brief

Here is the brief we've chosen. I've posted it here so when I deconstruct it it will be clear what I am referencing in my writing.

Background
It’s not breaking news. The creative industries are competitive. You need to stand out and make your mark. Understanding what sets you apart from the next hungry young creative is key. You’re not alone. Brands and organisations have had to adapt and change to ensure that they stand out in a crowded and much scrutinised marketplace. A seismic shift in the desire for truth and authenticity by consumers has seen many more brands investigate their purpose and express it in order to captivate a loyal following. D&AD’s industry network repeatedly tell us that good companies hire an commission good people. This is your chance to showcase your truth. The 21st Century belongs to the modern-day storyteller.

Creative Challenge
Share your own personal story. But don’t tell us what you think we want to hear. Explain who you are, your values, your identity, your purpose… your truth. This is telling, not selling.
1] Know who you are
2] Communicate it
You should use this opportunity to showcase your creative talent in the execution of your story. Once you know what you want to say, impress us with how you say, show and present it. We understand that your story is a work in progress, it’s still being written. We’re interested in your journey to date, a suggestion of what’s to come. Get people excited about your “To be continued…”.

Considerations
• Write words, take pictures, shoot film or code - the medium’s up to you.
• This isn’t a CV, it’s a statement of your creative self.
• Don’t be cool. Be genuine and sincere.
• Your story might be about more than one person – maybe you’re in a team or collective – we still want to hear it.
• You might want to consider defining your behaviours and characteristics in order to help build a clear depiction of yourself.

Target Audience
Your story should remain the same regardless of audience. However the way in which you present it should
engage those who you want to hear it most – your potential employers and / or commissioners.

Mandatories
• Your idea must be reflective of your skills and portfolio.
• Your response should make people want to find out more – include a link to your online portfolio in your execution.

DELIVERABLES
Judges will see your main deliverable(s) first, and will then view any supporting material if they wish. You must refer to the ‘Preparing Your Entries’ document included in your brief pack for full format specs and submission guidance. Work in formats other than those outlined will not be accepted. Main deliverables (mandatory) Present your solution using either a video (MPEG or MOV, max. 2 mins) or up to eight images (JPEG only). You must also submit a link to your online portfolio when you enter online (you won’t be judged on the content of your portfolio but this will help the jury to see your response in context). Supporting material (optional) This could include executions or mock-ups of your solution, or show your process and the development of your idea. You can submit the following as supporting material: interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); additional text (PDF, max. 1 A4 page). If your main deliverable is video, you can also submit up to four images (JPEG only). If your main deliverable is images, you can also submit video (MPEG or MOV, max. 1 min).

Deconstruction

"The 21st Century belongs to the modern-day storyteller" - The keyword that interests me here is 'storyteller.'  Storytelling has always interested me in all its forms, and character development I find an integral part of storytelling. So telling 'our story' I think could be a very personal and improve my storytelling abilities an awful lot. I also think by telling a personal story it will help as in future projects it would be a good skill to be able to relate to the characters in the story and have experience writing about personal issues. Being able to converge your emotions into characters often makes brilliant scripts.

"Share your own personal story. But don’t tell us what you think we want to hear. Explain who you are, your values, your identity, your purpose… your truth. This is telling, not selling." - Here on topic jumps to mind. But as I wish to explore ideas I will keep it as an option for now, as it is a very difficult and extremely personal story. Though it is true pure honesty in film often can result an extremely touching piece of cinema, though while it is perhaps a story I wish not to remember nor study, I do feel it would be powerful.

"Don’t be cool. Be genuine and sincere." - This is another element I find intriguing. In modern film often (though not always) characters directors try to be too trendy, modern and cool. most characters in tough situations aren't. If the character is trying to put an exterior shell on in a kind of defense mechanism to seem cool and okay, this is different. It is hiding their painful truth because it can be embarrassing and or upsetting. But this must be revealed in some way. Such as Aldus Snow's heroin addiction in Get him to the Greek. Being genuine and sincere is the only way to convey a personal story effectively. Lying, being unfaithful to the truth, will only blur the power of the story.

In conclusion, this brief requires an honest,  powerful story passionately told. I feel as our group (Me, my brother Callum Brown, and my girlfriend Meg Sugden) are a close team, in fact, were family, and I think we will be able to talk about our personal journeys and stories honestly and come up with an effective piece.