To fulfill CFE Module requirement of project outcome which is to demonstrate the ability of creative ideas development, having contextual awareness through digital media practices, and emergent technologies and technical contexts, the chosen competition brief is carefully studied. Among the competition briefs I came across, New Blood Award by D&AD is the most suitable option for me, as it is designed with specific client needs, branding position, well measured objectives that allow students to show case their creativity in order to solve the communication problem stated. Besides that, there are many client briefs within the New Blood category, range from fashion, product to services. For my case, I’ve chosen ASOS’s brief. The reason my that decision is due to the nature of that sets their target audience of the future generation of global 20somethings who are permanently connected and live on their digital devices. This has given chance to work on rich experience design for such target audience at the same time explore the creative opportunity in the social and creative content display. Furthermore, the requirement from the brief has heavier weight on the creative idea communication and the innovation of media technology instead of the completion of artwork. With the estimated working hours available in CFE module, this brief allows more time for creative strategy development and user experience design without the burden of artefacts completion. So this brief fulfil the project requirement completely.
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