Callum Solley
victorsolley.co.uk
I don’t have a fancy title for the kind of designer I think I am, and indeed have never considered myself as having any particular affinity for any type of design. Sometimes I consider myself a jack of all trades within this field, but this is not entirely accurate. It is more a willingness to use whatever solution fits a project best. I find that it is during the early ideation process that I feel most engaged, and as such have always enjoyed finding an interesting concept and then considering what medium would be more effective.
Check your Beat
Design for Real Life
Live Client Brief
This brief was set by Niki Turner, the Hyperacute Stroke Unit Programme Manager on the Cardiff and Vale University Health Board. We were asked to raise awareness of Atrial Fibrillation; a heart condition which effects 1.2 million people in the UK and is approximated to be the major factor in 20% of all stroke cases. The goal of the campaign was to get those who are at a particular risk from the condition to get a check-up. One element which was made very clear was that the campaign should not fear-monger, instead encouraging action through more positive means.
Those of 60 years and over are at highest risk from the condition and so it was this group who were to be my target audience. The best way to check for AF is to check for a regular heartbeat. Therefore, my outcome focused on the loss of this regular beat.
My primary outcome was a video piece. The music used within is Special Brew by Bad Manners, a track chosen to connect with my target audience specifically. The beat of which I then modified to be miss-timed, speeding up and slowing down. Highlighting the message about irregular heart rhythms.
The best way to check for AF is to
check for a regular heartbeat.
Therefore, my outcome focused on
the loss of this regular beat.
Within this project I explored the
nature of free will and how this in turn
relates to creativity and originality.
God Willing
Final Major Project
Editorial Design
Editorial Design
Within this project I explored the nature of free will and how this in turn relates to creativity and originality. Highlighting determinist and fatalist viewpoints I want to present the argument that our own free will is an illusion, resulting from factors beyond our control. With our personalities as they are at any given moment, we will always make the same choice when presented with the same option. They only factors that can change our mind being further outside influences. You can’t choose to change your mind any more than a number can choose to change its value.
Once entered into the system of life, our upbringing, the people we meet, and even the fundamental traits we were born with are what ultimately guide our actions. None of these are within our control of course. All very interesting. However, as a creative I feel this is a particularly pertinent point for discussion, both due to its implications regarding the nature of originality. But also when considering the impact our practice can have when influencing others.
