Introducing...

James Wall & Graeme Davidson
Lego Mindstorms NXT
We chose to work on this brief in the moving image pathway because we both have an interest in using video cameras to produce live action sequences or animation. This brief seemed to offer the best opportunity to gain experience in this area and we are working together because our skills and viewpoints are complementary. We both look forward to having a better understanding of lighting, sound design and camera operating as well as honing our competence in post production using editing and special effects software. We also think that the challenge of tackling subject matter that is not of direct interest to either of us will give us useful experience to take into an industry setting where we may have to accept work with which we don't necessarily sympathise.
Considering our approach to the problem itself, we think the target audience is the younger teen who wants to explore programmable technology and aspires to the robotics industry. We also think that there are older people who will be attracted to a relatively inexpensive way to play around with analog to digital interaction that is open to customisation. You might say they are grown up teens (and you would probably be right!) but many will be creative professionals in the design industry. A sophisticated demographic such as this will be both highly critical and visually aware so one of our challenges will be to give it a look that is cutting edge. Its also important for these reasons to produce content that avoids patronising the audience.
Our work will focus on publicising the features of most interest to our target audience, the programming element of the product and the ease of customisation. In a crowded marketplace it is also important to make the product stand out and look "cool" as this will help influence buying decisions when bombarded with alternative ideas for spending money. Older prospects will not want to feel patronised by the material and younger ones will find their "pester power" increased by advertising that is of a mature as well as aspirational nature. A fine balance needs to be struck to satisfy these criteria.
We will consider using animation techniques to give a dynamic feel to the work either in our presentation of the product or the content of the piece itself. Brand continuity will form an important part of the content and the way it looks so we need to research Lego and their previous marketing campaigns.