SUMMER 2020 | LOOKING AT THE RELATIONSHIP BETWEEN AUDIO & GRAPHICS. AEYE OPENING CAMPAIGN ADDRESSING THE IDEA OF STEREOTYPES WITHIN SOCIETY

The F1GHT TH3 TYP3 campaign explores the concept of breaking down the stereotypes we have been given by society. Working alongside LACE Design Co, we used BROCKHAMPTON’s track, New Orleans, to engage the audience in the campaign. The song has a powerful strong beat which hits at home with the viewers. The boy band, BROCKHAMPTON, breaks down the societal expectations of a hip hop group resonating with the cause explored.

THE CAMPAIGN

The F1GHT TH3 TYP3 campaign addresses the stigma of stereotypes within todays society. We are constantly being labelled due to physical factors such as appearance and culture yet nothing is being done about it. Using a range of confronting yet electric visuals, we wanted this campaign to capture its audience and leave a distinctive message that stereotypes are irrelevant. They are seamlessly characterised concepts given to us by narratives and expectational values that we often focus too much on how we want to be perceived rather than who we actually are.

THE VIDEO

For FIGHT THE TYPE, Meg played a huge role in producing the graphics and visual context for the posters and album cover. MB Design co also produced the promo video for the cause. The video ultimately challenges the audience perception as glitch affects are used throughout as a means of ‘hacking the system’. Throughout the campaign video, heavily manipulated music video scenes, protest rallies and black & white screen movies appear as a way of acknowledging the origins of stereotypes. The campaign video, also shows audience how they can get involved with the movement via social media and merchandise.

TYPE VS VISUALS

One of the core concepts within this brief was to explore the relationship between typographic elements and graphics. We did this through using an old school, glitch effect in order to portray our message of ‘hacking societies system. As seen in the album cover, we used the PRESS START 2P repetitively to create the sense of coding within the background. This worked into the video by adding a typing effect maintaining the glitch sense within society.