Michelle goh su lynn bad2014052 - 004680 - bg65 kb -concept book

EXD 303 FINAL MAJOR PROJECT

FREEDOM OF LAUGHTERFINAL ARTWORK PORTFOLIO

Full Name: Michelle Goh Su Lynn IACT ID: BAD 004680Sunderland ID: bg65kb lecturere: alicia benoy


PROBLEM

AIM

TARGET AUDIENCE

Creative direction

Bring awareness of the effects of political correctness in comedy

Political Correctness threatens to censor and restrict comedy

“Political Correctness is Ameria’s newest form of intolerance and it is especially pernicious because it comes disguised as tolerance. It pre-sents itself as fairness, yet attempts to restrict and control people’s language with strict codes and rigid rules.” - George Carlin

Millenials/ Gen Y (18-40)

The target audience acts more of a guideline to my creative direction. The Campaign is mostly targetted towards general public who are 18 and above with a strong belief in freedom of speech.

What would comedy be like under a communist/ dictatorial regime


what is freedom of laughter?

BRAND BELIEFS

OUR MISSION

Freedom of Laughter is a global campaign of change focused on pro-tecting the rights for comedians to perform uncensored and unfiltered comedy. The campaign revolves around exposing the true nature of political correctness, which has become one of the biggest threats to comedy to date. At the same time, it aims to support comedians who constantly find the line in comedy and cross it.

We believe that political correctness has no place in comedy because comedy is incredibly subjective and cannot be pigeon-holed.

A joke is still relevant and funny, even if it gets 1 laugh out of a 100 people.

As much as we support a great variety of comedy. Our golden rule is not to be a genuine d**k. Comedy should not be used as a villain pass.

Keep political correctness out of comedy by spreading awareness on the benefits of comedy and the threat pc poses to it.


LOGO DESIGN

FREEDOM OF LAUGHTER FREEDOM OF LAUGHTER

The base of the logo is a play on the accronym “LOL” which means laugh-out-loud. The broken mic at the end of the “L” symbolizes the broken-ness of comedy as an art form because of political correctness and how it threatens comedians to censor their acts or be publically shamed or boy-cotted. Freedom of Laughter is a play on “freedom of speech” and is quite self-explanatory. (Everyone should have the right to deem what they find funny, no one should have a type of humour forced upon them. )

Fonts used throught the campaign is Dolce Vita, Dolce Vita Heavy Bold, Dolce Vita Light and Bebas


FOL DISCLAIMER

The disclaimer is made to be used by our collaborators for their content. These collaborators are mostly comedians who utilize the digital platform more than performing in live comedy shows. The common ground our collaborators have is that they are advocates of the freedom of speech and belief that political correctness has no place in comedy. usage of the disclaimer is a way to extend our reach to an online audience. the disclaimer is free to download upon request via our microsite.


A few examples of our collaboratos: StevenCrowder, ShoeonHead, ElliotChang, Hunter Avallone, Steve Hofsetter, AndyWarski


Campaign teaser

The Campaign teaser focuses on pointing out the empty/ hot-headedness of the pc police who are basically, starting a war on comedy, because they find some jokes to be offensive. The concept of these teaser is to show multiple reasons why war occurs (economic gain, religion, etc.) and how in 2016, wars are fought over a joke. the teaser aims to generate a couple of chuckles on how ri-diculously out of hand PC culture has become.


Campaign teaser key frames

Reasons why wars are fought: Montage of war clips with minor motion graphics

Mid-video: Cut to present day where wars are led by whinny, socialist millenials and fought because someone told a distasteful joke

War on comedy: A montage of online news clippings of comedians who were called out for being a racist/bigot or faccist for their jokes

Opening: FOL disclaimer

War on comedy: A montage of the triggered and offended. “Victims” of offensive comedy.

War on comedy: A montage of comedians giving their views on the issue.

YoutTube Link: https://youtu.be/YVQp4MBoU3Q


print visualsThe series of visual address different things about the Political Correct Culture and Comedy,

The first Visual is about PC being a catalyst for a total-itarian regime if it silences comedy. that is because for the longest time comedy speaks truth to power. it con-fronts issues that are considered to uncomfortable to talk about. when we are able to laugh at something trag-ic or horrifying, we become more mature and become less burdened by it.

the second visual is about the regression of comedy if political correctness took over. Comedy is grounded on the freedom of speech and pioneers like Lenny Bruce and George Carlin would be rolling in their graves to see all their hard work undone (special homage to Lenny Bruce in the body copy of the second visual)

The third visual speaks about the hypersensitive nature of the PC brigade. They are quick to destroy anything that threatens their own views. Comedians now have to thread carefully, to avoid getting publicly shamed.

The visuals are to be placed in subways, bus stops, bars and of course, places of comedy.


POWER MUST BE RIDICULED OR IT WILL BECOME AB-SOLUTE

Comedy has the incredible ability to speak truth to power. As the saying goes “only the jesters can speak truth to a king”, that is because comedy addresses subjects that are notoriously difficult to discuss such as, rac-ism, sexism and the general angst of human behaviour. Today, Political Correctness has labelled these addresses as hate speech and aim to censor it. The idea of controlling speech because it is offensive is very totalitarian. And if humour is gone, than we would all be living in 1984.

Join us and keep political correctness out of comedy. Visit freedomoflaughter.com


JUST ANOTHER EUPHEMISM

Political correctness disguises itself as fairness and tolerance but hides a totalitarian agenda. The PC police advocates “freedom of speech” as long as it is cohesive with its own. What is progression for them, only mean regression for Comedy. It won’t be long till we are back in the 60’s, where comedians are thrown in jail for the mention of sex and usage of the word c**k-sucker.



BECAUSE SOMEONE IS DYING TO BE OFFENDED

One does not need to look far to find the hypersensitive. The Politically Correct brigade is attracted to the scent of offense. Comedy is critical by nature; therefore it is almost impossible to avoid not offending anyone. That is when the PC police go in for the kill, because it is said that people who cannot control their emotions try to control other people’s actions.



WEB BANNER

For online show ticketing and comedy sites. The idea isn’t to convert people with the opposing view as the movement, as much as it is to gath-er fellow comedy lovers who appreciate comedy as a critical art form that should not censored



TVC

The concept behind the TVC is how would comedy be like if it were taken over by the political cor-rectness. Chances are because they practice communist ideologies, they will run in like an immi-gration counter over a comedy ticket counter. The TVC is meant to put the viewer in a first-person point of view. Where they would feel a little bit uncomfortable with the whole situation and at the same time have a good laugh about it.


The scenes are complemented with was is an attempt in kinectic typography, its intention is to act as a subtitle but in a less conventional way (playing with the empty space in frames). Most of all, it is to aid the audience who have trouble catching the audio.

YouTube Link: https://www.youtube.com/watch?v=oiHiccswg5w


Booklet

The booklet is a fun addition to the campaign. Even though most executions already carry a rather humorous tone and hints of sarcasm. The booklet takes the cake for being the most sarcastic. The concept behind it was the simple insight of “if you are that easily offended, don’t come to a comedy show.” However, there is nothing creative about 4 pages of telling you “not to come and stay at home.

The booklet will be available for the taking in comedy houses that are partners with FOL, at the same time the graphics will be dis-played on our social media pages, which is why there are 3 extra designs instead of just the 6 for the booklet.





Microsites

The main purpose of the microsite is to join our movement and sup-port our campaign. The user navigates the microsite through the navigation bar


The Campaign: Users can see all differ-ent mediums we have used to spread our message

EXD 303 FINAL MAJOR PROJECT Listen to the legends: If you are not convinced by our campaigns, just look at what these comedic legends have the say about political correctness in comedy. The section involves various quotes by come-dic legends (John Cleese, George Carlin, Lenny Bruce, Ricky Gervais, Bill Murr, eg.)

Join our movement: Simply fill in your name/email (to stay updated with our news) and click “I’M in”. How to actively support us? Here are a few examples: 1) Support our collaborators by visiting their social media pages

2) Share your thoughts on PC in Comedy using the #freedomoflaughter on social media

3) Like our social media pages to stay up-dated on our cause


Merchandise: Each purchase goes to feeding a hungry copywriter. (All merchandise from arm bands to t-shirts are available for purchase)

Contact Us: A way to acquire for the dis-claimer or simply follow us on social-me-dia. Our team respond a lot quicker there.



Merchandise




Armband is the unique merch for our cam-paign. The bg colour will be in red while buy-ers can choose betwee the red or black logo. The logo is an embroided on to the arm patch. Customers can also buy the iron on patch of the logo as well.


Thank you for your time

Education

Michelle goh su lynn bad2014052 - 004680 - bg65 kb -concept book