Online Degree Show

I have submitted 5 of my current images into the Graduate Showcase. This goes live on 25th of May, the same day as the Degree Show private viewing.

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Critical Evaluation

Degree Major Project – Critical Evaluation

As I come to the end of my third year studying for my photography degree I feel a duality that I have both learned and grown an incredible amount as a photographer and yet I feel like I have just scratched the surface and still have so much left to learn. I guess this is exactly the nature of the industry I am about to enter, always changing and evolving and as times have proved regressing. For example, there has been a resurgence for analogue photography that was presumed long forgotten, alongside this however are such technical advances that allow mobile phones to capture moving images. I also read an article recently suggesting that for photographers to continue working within their industry they will need to look at videographer skills also as these are more in demand for all genres of photography. This suggests to me that my life as a photography student whilst formally completed will always continue.

My project for this module was I feel a culmination of all I have learned during my three years studying leading me back to my artistic roots of surrealism and abstract art. The idea was to produce a series of images to compliment my dissertation subject “Creating desirability within the fast food industry a public health issue” in my dissertation I discussed the advertising of fast food and the morals of a photographer creating images in such a desirable way. This led to my Degree Major project looking at healthy foods verses Junk foods and the warped way in which we view what is and isn’t good for us. I settled on a plan to produce a series of abstract, fine art images that would lead the viewer to question what they are seeing. My goals were to create vibrant, high key, detailed images of both healthy foods and junk foods.

I didn’t have a fixed idea of final presentation until much later in to the project, though I had lots of ideas throughout. What I decided on for my final exhibition I feel compliments the subject of my work, I opted for wallpaper with a repeated abstract print. From time to time I would see abstract food images on the walls of cafes, this has influenced my decision. After lots of deliberating I decided to experiment with printing ten more images on table mats. This was a risk because I had not used the company before and had no idea how the images would turn out. I did also have a backup plan available where I would get prints on smaller aluminium rectangles or just standard fine art prints in frames. My risk paid off though and I am really pleased with the finish of my table mats. These were my chosen option because they complement the fact that I am working with food. The images have worked in such a way that I can see the colourful ones being sold as a set in somewhere like Lakeland. This is a possible revenue source for me in the future.

I feel that my idea and execution has been a success over all however there are elements that could have been improved. Successful elements are the healthy images both the frozen ones and the kiwi in water. The colours are bold and striking, the ice creates a layer of distortion enough to give the viewer some questions and the images do have an abstract feel. The wallpaper though not initially how I had pictured it has been a success, I am really pleased with the quality and the bold colours of my image choices. Because I have selected the mirror print the wallpaper is very abstract and my daughter even commented saying that one of them she would even consider as a wallpaper for her home. Area I feel I could have improved would firstly be the junk food images, though they capture the junk food in the way I had intended the colours are bland and unexciting. This is the nature of the foods however so if I were to carry this project on it may need a different direction. Another area for improvement is finding a working space where I have plenty of room and equipment available, I worked in a small set up at home which was adequate however it is very easy for me to become distracted by goings on in my home and family.  Though I have been much more time conscious this whole year of study this is always an area that could use improvement. I was lucky with my final images given that I printed so late however this could have been a different story.

Regarding my continuing development I am sure that I will always be learning to one degree or another. I am enrolled in several online courses that I have yet to complete and these include post production which is an area that I am keen to develop. In particular, meeting industry standards including Capture One. I will continue my membership with the AOP, The Societies and will look at other associations that will support my entry in to the photographic industry. With a background in Network Marketing I understand the importance of networking, contacting people and continually putting myself out there to secure future work. I follow the creative review magazine online it is a great resource for keeping an eye on upcoming trends within the food photography industry, in their recent article they talk about how modern trends have moved away from the dark and documentary style to a brighter, vibrant coloured and softer focus. With these more modern images being sought after for a wide range of customers. (Creative Review, 2017) This is the area I feel my work fits in to however this feels like a slight contradiction to the recent winners and highly commended images from the Pink Lady Food Photography Awards, of which most have the dark documentary feel. What this suggests is that there is room in this industry for all types of food photography. My inspirational artists list continues to grow and not just around food but other genres too. This is a very long way from where I started three years ago, where the only famous or influential photographer I knew was David Bailey. My knowledge and professionalism have improved greatly and I look forward to what the future brings.

1060 Words

 

References:

Creative Review. (2017). Trends in modern food photography – Creative Review. [online] Available at: https://www.creativereview.co.uk/trends-modern-food-photography/ [Accessed 14 Apr. 2017].

Pinkladyfoodphotographeroftheyear.com. (2017). Pink Lady Food Photographer of the Year. [online] Available at: https://www.pinkladyfoodphotographeroftheyear.com/finalists-gallery-2017/ [Accessed 14 May 2017].

Saal Digital Book Review

Saal Digital Book Review, £25 towards book from Sale Digital to be completed in 2 weeks and provide a review.

This was an advert I had spotted on Facebook, and one I have decided to take up. I am in the process of completing my book to compliment my exhibition.

Using Images from Final major project with a bit of background and information on the development of the project.

This is a screenshot of the started layout, I got a little stuck after I started as I was looking for a function that this company doesn’t seem to have. I would like to be able to make the image on page 3/4 more opaque so that I could add smaller images on top of this. I have used this function with another book provider and am a little disappointed there doesn’t appear to be that function. I will continue to produce the book though and provide my review, this is just another opportunity for my work to reach a wider audience. The review will be public through the companies website and social media, they have a huge number of followers.

 

References:

GmbH, S. (2017). Download. [online] Saal-digital.co.uk. Available at: https://www.saal-digital.co.uk/service/software-download/download/ [Accessed 6 May 2017].

Competition 2 – BJP Breakthrough Awards

The second competition I decided to enter was the BJP Breakthrough Awards, This is open to Undergrads and Recent Graduates studying BA or MA courses. The prize is a chance to feature in an exhibition at Free Range in Londons Truman Brewery. From my understanding Judging starts from 23rd May, and successful entrants will be notified sometime after that and before Free Range.

For this competition I decided to enter work from my Degree Major Project, I have chosen what I felt was the strongest image containing both healthy and junk food.

 

Screen shot to confirm my entry.

 

Screenshot of my email confirmation.

 

BJP Breakthrough Awards

Exhibition Layout Test

Once my wallpaper had arrived I took it to a fellow students place to test my layout in a large enough space and also get feedback.

My first disappointment came when I realised I had made a mistake in ordering my wallpaper. When looking at the mock up images on the web site I had not take in to consideration they were based on more than one roll per wall, what this meant is that I have ordered the print too large, so I have lost a little of the desired kaleidoscope effect, I do still have the mirrored effect repeated does each sheet and the abstract nature is still very present.

Then on to my table mats, I am really pleased with the print quality of these, they have a lovely glossy finish and the images are still as vibrant as they would appear on my screen. I did order two more from the company after I had received them because I wasn’t completely happy with the frozen junk food images. I felt these were not as strong as perhaps just the cropped images were. Also because the kiwi wasn’t frozen it became the odd one out in the set. With the unfrozen junk food images the set becomes much stronger.

After some discussion and suggestion from Sam, we rearranged the layout into two sets of five images, Five Healthy and Five Junk, This strengthened both sets and gives the layout a more coherent flow. Before we had come to this conclusion I was feeling happy with the junk food images, in comparison to the colourful healthy images they are bland and less exciting. However as a set in their own right they become much stronger and interesting.

 

This layout is the one I am likely to use for the exhibition.

A close up of the mats on the wallpaper, I am really pleased with the vibrance and contrast of the wallpaper and mats together.

Exhibition Choices, Printing & Costs

I decided to go with the wallpaper and table mat idea, Printing the cabbage, egg and beetroot on the wallpaper, the rest of the images I got printed on table mats. I will hang three strips down the wall, the plan being to hang three table mat images on each sheet, staggered moving down the page. (Image included below of planned layout from documents sent to the design and build team)

I am considering hanging using bent fork to be the picture hangings, though this will be done with velcro from behind and the fires will be for decoration but secured within the hanging. I am not fixed on this idea, it is one that I will need to see on the day.

  • Wallpaper – Fashion Formula
  • Table Mats with Printed Images

My Images on Placemats from T-Shit Studio £6 each.  Total £54

Confirmation of my order from T-Shirt Studio

My Shopping Basket with order from Fashion Formula, £27 per Roll, +15% discount Total = £68.85

Confirmation email for order

Screen shot mock up of how wallpaper might look once printed.

Order for spray mount and business card holder from Caboodle.

Costs Incurred

  • Wallpaper x 3 – £68.85
  • Table Mats x 11 – £66
  • Delivery £14 – £5 Discount for 2nd order – £9
  • Velcro 20mm x 10m – £27.74
  • Spray Mount, Business card holder & Delivery – £18.03
  • Forks – £5.55
  • TOTAL – £195.17 

Final Image Choices

The images below are my final image choices, I feel of all I have taken and edited these are the strongest. They are bold, vibrant and interesting, There is a variation of those that are just close cropped and those that have the added depth of being frozen in water. I feel the highlights and shadows provide enough of a contrast, the images are successful in their abstract nature.

3 of the chosen images will be used to print on wallpaper, the others will be printed on table mats.

Sprout & Orange Frozen From Shoot 3 – Table Mat

Pineapple Frozen From Shoot 3 – Table Mat

Orange in Beetroot Water Frozen  From Shoot 4 – Table Mat

Kiwi in Water From Test Shoot – Table Mat (This made my final edit because I really like the softness that was created by shooting it in water and the colours and textures are really bold.

Fried Chicken Frozen From Shoot 3 – Table Mat

Fish Finger Frozen From Shoot 3 – Table Mat

Egg From Shoot 1 – Wallpaper

Beetroot Frozen From Shoot 4 – Wallpaper

Cabbage & Egg Frozen From Shoot 1 – Table Mat

Cabbage Frozen From Shoot 1 – Table Mat

Fried Chicken From Shoot 2 – Table Mat (Back Up)

Fish Finger From Shoot 2 – Table Mat (Back Up)