Problem:
Develop a campaign to advertise erasers for school supplies store.
Process:
I thought through the purpose of an eraser — not just to take something away, but to revise with new knowledge about what to change or adjust. At first, I thought it would be for serious, reflective work, like essay writing. However, I then thought about how it could be used in as a more playful tool. I focused on the word “adjust” because artists often use erasers to blend, create a work by subtracting instead of adding, etc. While I originally brought my nice, new-looking, pink eraser to class for this project, after this realization, I brought in an assortment, with different colors, wear and tear, and scribbles and writing on some of them. With this new direction, I referenced how I drew on my erasers both when I was bored and when I was processing something. I decided on the words imaginative, creative, playful, and inspiring.
I showed erasers by different murals and used similar visuals (shapes, colors) and close proximity to communicate their likeness and how drawing on an eraser could lead to creating a mural later on, how encouraging this unintended use of an eraser can lead to something bigger. I captured the eraser close to the camera because the mural naturally dominated in scale, but I still wanted the eraser to be the focus. The drawings on the erasers were also drawn quickly, not measured or practiced, to emulate a child drawing. They were like scribbles and sketches, not completely filled in. They were similar enough to the mural, but not exact to show that art can shift and change and evolve. I also brightened, sharpened, and increased contrast to make my photos more vibrant.
Skills: Art Direction • Concept Development • Photography
