Critical Reflection
As part of the PXL project, I was part of Research, Development and Planning team alongside 8 other individuals, given the challenge to research trends, create a strategy for PXL and foresee what will happening in the industry in the future. We strategised and worked as a team to build the foundation for the 360 campaign and event, by providing notable and extensive research into the definitive sections that were asked of us. We began by researching into current and future trends, and behaviours of many different age generations that would provide knowledge and background to help support PXL. As we knew our main partnership was with a well-established sportswear brand, Ellesse, we began compiling research into the brand and the industry its positioned in, as well as its competition so we’d have a basis of the direction the brand should be headed in.
Our team all began to compile research from a multitude of sectors, including; health & wellness, sportswear, generation z and sustainability. I focused predominantly on research into sustainability and health & wellness, and compiled most of my research from platforms like LSN: Global and Mintel by assessing their published reports and academic research into my deputed sectors. The Editorial team informed us on their decision for a yoga-orientated theme for their main shoot, and so we researched even more into the yoga market and the surrounding theme of mental health. When the Events team announced a gin company was chosen as a sponsor for the launch event, I was displeased with the idea of promoting alcoholism after the substantial research into health & wellness which proved alcohol triggers mental health issues, like anxiety and depression. Once we agreed as a group that it would wise to have another sponsor that would promote healthy consumption, we started compiling a list of possible brands and their contact details that the events team could use to find a more suitable sponsor. Myself and another team member, Maria, began to compile a list of possible future food and drink collaborations that could be showcased at the event, which meant more public attention would be drawn to the event if they agreed to it. We received numerous responses, but the one that stood out with their online brand presence and quality of goods was a vegan ice cream company, MiiRO, who agreed to sponsor the PXL launch event, which the Events team took from here. At the event weeks later, I communicated with the brand representative about the exchange and the encounter proved beneficial for personal work purposes.
Our Pixel Perspective was my group’s main outcome from this project. We worked tirelessly to narrow down over 60 pages full of research to ensure only the best content and findings would be included in the final report. From working with a relatively large group, I have learnt that everyone will have their own opinions, and not everyone is going to share them. This was certainly the case at the start of the project when we were tasked of creating a dossier as a team, as 9 people agreeing on a brand identity and theme did not come easy, and found we would countlessly take one step forwards and then two steps back. Another fault to name is the communication between all groups. Though we all had our own priorities as groups, our team vocally mentioned that we felt as though the other groups weren’t using us to the best of their advantage, so communication is notably one of the most important aspects when creating a creative agency from scratch. As a group, attendance could have improved, as towards the end of the project at no given time were all 9 members of our group there at once.
The success of the PXL launch event was manifold. At the PXL launch event, each team and individual was allocated a task throughout the day to ensure every aspect was covered and so that everyone had a role to be completed. I had four jobs, including greeting attendees on the door of the event, explaining the research pack to those interested, then helping with the cleaning and washing up of glasses during the VIP section and lastly the final clean up of the bar at the end of the night. Though not every job went to plan, as that is inevitable, the event was an overall success, with many outsiders taking note of the event and a successful VIP section. Along with other individuals, I spent up to an hour outside handing out flyers of one of our sponsors, which enticed outsiders to come inside. Though some only came in for the free tangible items, many stayed for PXL. Our Pixel Perspective was a great addition to have at the event to view, with multiple attendees noticing and glimpsing through it, and some querying about the acquisition of purchasing one. We interchanged members of our team to stand nearby the report so that if any questions were to be asked, we would have an initiator at hand, but unfortunately this was not as consistent throughout the day as we had planned.
Approach to Creative Development
As well as focusing on the main research and development part of the project, each individual that was part of the PXL project was expected to contribute to the website, which was mainly in the form of collating a curator’s profile of oneself to be featured on the website. I completed the form, filling out questions such as name, nationality, industry category, a brief description and any online url’s so that people may find and contact you. We were asked to upload a few images or GIFs of content we have created, whether that be shoots we have styled, projects we have worked on or work we have created specifically for this project brief. I sent in three images which were included on my online profile, one of which was a screenshot of a previously branded report, showcasing my skills as a research and development analyst with statistics and data, another image of a website I created for an organic health food shop I work part time at, and lastly an image showcasing my digital photo editing skills. However, to my disappointment, a member of the Website and PR team misspelt my magazine name on my curator’s profile and hasn’t been changed yet, though this can be easily amended.
The valuable experience I have gained from this project will help and guide me in my own future career path. Though I may not have an interest in being a research and development analyst in the future, this experience has demonstrated the value of having a research and development as the foundation for any company or brand. This experience has also enhanced my online profile, in the way that I have able to publicly show my association with a new creative agency that I helped contribute to from the start and my role within it. Also, updating my latest job role on LinkedIn has brought traffic to my page, and therefore more work opportunities in the future. If I were to take this valuable knowledge with me and position myself as a freelancer within the research and development field for another company or brand, I’d ensure that the rate I asked of them would prove beneficial, as after all, having someone collect this data and information about the industry, your consumers and your competitors is one of the most valuable things for them, which could make or break the company.
Physical Evidence
This term, we were visited by multiple industry creatives, which included Statis Beatnik, Sunil Pawar and Jess Loughrey. Each speaker spoke to each group individually, giving us the relevant help and information that would prove beneficial for our team. Jess Loughrey, who works as the social media manager for Martin Miller’s Gin, provided us with useful information about market trends and about guiding a section of our research to focus on what competitors of ours were doing now and what they will be doing in the future. Alongside this, my team member Maria and I worked on reaching out to a list of potential event collaborators, to which I began sending off professional emails to health food and drink brands within the industry, and was able to secure the sponsorship with the vegan ice cream brand, MiiRO.
Professional Profile
Being apart of the PXL research and development team has enabled me to improve my analyst skills and understand the need for critical reviewing research and data, which I can now use in any future jobs in my field. I have successfully updated my LinkedIn profile, where I was able to briefly explain my role as a research and development analyst and specialist for PXL, which would then be relevant to any employers looking to hire someone with those skills.
Check out my LinkedIn profile here.
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