INTL Festival | Live Brief ’24

Another year, another great INTL Festival! Excellent speakers, fantastic events and an all-round inspiring week—we were thrilled to play a part in the Live Brief Project.

Ten groups of recent graduates and students gathered in Civic House to work on a brief set by The Brand Identity with mentoring from Scottish studios (including us), it was brilliant.

Our group’s weird and wonderful ideas in response to the brief amazed us. They should all be proud of how much they accomplished in just two days, we were so impressed, and so were the judges! Poppy Thaxter, writer at The Brand Identity, Jack Renwick of Jack Renwick Studio and BrewDog’s Jonathan Gilbride picked three winners, including Pippa Newbery from the O Street group, who was awarded 2nd place for her pocket-sized pickles!

Thanks, INTL, we had a blast!

The Brief from The Brand Identity

With everything going on in the world right now, the bigger picture of life can seem quite overwhelming. So why not use humour to help us along the journey? Can you tap into your funny bones to solve a problem in your life, whether it’s something you face alone or an annoyance in daily life that everyone around you also has to tackle?

Take a problem in your life and reframe it through humour. Change how you and those around you perceive it. Highlight the issue and spark a reaction.

Alejandra Tilve

Alejandra Tilve

The issue I tackled is the nagging feeling of lack of control when we deal with daily frustrations. How can we react in a calm, composed way—like Jane Austen! She exudes calmness and knowledge of her world and its rules in her novels. This is what we need: composure! So, I selected a series of poses that will help us deal graciously with those difficult situations. This collection is called the Austensutra. See more of Alejandra’s work here.

 

Alliah Bago

Alliah Bago

To answer, “Take a problem in your life and reframe it through humour,” I thought, what better time to finally conquer my irrational fear of crossing the road and get things moving (i.e. get me off the pavement faster) through a fun and motivational video featuring the green crossing man. See more from Alliah here.

 

Brodie Taggart

Brodie Taggart

My idea was to create a pair of ear defenders called ‘west-defenders’ that shielded your ears from the West End accent by translating it into various accents from around the world. I was trying to solve the issue of the West End accent, as to me, it is genuinely one of the worst sounds known to man (lol). This problem led to my solution, ‘West Defenders’ so that instead of using regular headphones to block out the West End accent, we could translate it into something entirely different and, hopefully, more tolerable like that typical Glaswegian accent, which meant you could still hold a conversation with a typical West-Endie. See more of Brodie’s work here.

Callum Arthur

Callum Arthur

As society becomes more connected than ever, some of us are choosing to go back to flip phones and dated tech to become more in touch with reality… not good enough! Monks Against Machines takes us back to the Dark Ages, where sorcery and black magic are outlawed. ‘M.A.M’ is a social movement dedicated to the obstruction of social barriers. Tapestries for TVs, or the Switch Hunt, a campaign to disconnect in order to connect. View Callum’s portfolio here.

 

Daniel Milne

Daniel Milne

My biggest problem is not having enough time to cook, clean, do menial tasks and relax because I work long hours. So my solution, Chorezilla, does it all at one time.

I created an infomercial that stands as a mockery of classic TV adverts utilising similar language while exaggerating the ridiculousness of the product. Using an exaggerated hyper-capitalist visual language, I created a humorous tone through the absurdity of it all. You can see more of Daniels work here and here.

 

Dylan Chalmers

Dylan Chalmers

One thing that gets to me is my flat buzzer—such a loud and obnoxious noise. I decided to take this annoying sound and communicate it in a daft and light-hearted way through a system of flags. These flags indicate who is at the door by unveiling in each room of the flat, resolving the issue visually. See more from Dylan here and here.

 

Ella Herlein

Ella Herlein

Have you ever had an annoying and tedious conversation with a stranger or even a friend, but you couldn’t figure out how to put an end to your suffering? Introducing ‘Burn ‘Em’, the cards designed to put a stop to those plaguing conversations. Just hand ‘em over, they speak for themselves. Take a look at Ella’s website here.

 

Pippa Newbery (2nd Place Winner)

Pippa Newbery

In response to the brief, I chose to take humour over to the obscene with my x-rated solution to pickles on the go. Thinking about how awkward it would be to just whip out a pickle in public and the obvious innuendos that seem to shroud them, I took visual cues from the similarities between condom wrappers and on-the-go condiments like ketchup and came up with ‘Ribbed’, the saucy single serve solution to your pickle problem. Built on gnarly imagery and suggestive copy, the branding and campaign for ribbed aims to make you laugh and cringe just like you would if someone really did whip out a pickle. See more of Pippa’s work here.

 

Sunny (Hyunsun) Yoon

Sunny (Hyunsun) Yoon

For this project’s brief to humorously reframe a life problem, I chose to deal with the issue of landlords hiking up our rent beyond our control. My solution is a dating app for tenants & landlords. The profiles reveal ten ways to distract and woo landlords into not changing or even lowering your rent! Keep up to date with Sunny’s work here and here