New Brief

D&AD Student
Awards 2011

Diesel

CREATE AN ILLUSTRATED INTERPRETATION OF A MUSICAL TRACK THAT IS
EXPERIENCED BY THE VIEWER IN AN UNCONVENTIONAL AND PIONEERING WAY

Creative Challenge:
Over the past decade the world of music
has undergone a revolution. Just as the
ways people consume and experience
music have been turned upside down,
so the role of illustration in the world of
music has changed too.
From the decline of the 12” album
cover as a ‘creative canvas’, to the rise
of downloadable tracks with artwork
reduced to the size of a screen based
icon. This situation has pushed people
creatively to explore new opportunities
that include street art, online video,
experimental performances and
interactive applications.
Your challenge is to choose a band or
artist and create an illustrated response
inspired by two of their tracks. In doing
so, you’ll be facing this issue head on
and demonstrating your vision of a brave
new world for illustration in music.

Target Audience:
The target audience intended for the
illustration will be the fan base of the
musician/band/artist you select as part
of answering the brief.

Considerations:
. Successful entries will demonstrate
how illustration can reinvent itself
as a powerful tool for promotion and
expression within the world of music.
. We are looking for work that explores
new ways that illustration can be
integrated into the music experience.
. You should consider how musicians
are reinventing the way that they interact
with their fans and the increased
importance of building intimate
relationships and new experiences
between fans and bands.

Mandatory Requirements:
. Produce a minimum of two
illustrations, each based on a different
track from any band or artist who’s music
inspires you. While your solution maybe
2D, 3D or even time based, they must be
documented and presented in A3 format
as per the Formatting Guidelines PDF.
The choice of band is unimportant – they
maybe well known or equally unheard of.
. Create a short, clear and concise
presentation of how the illustration would
be integrated within the context of an
unconventional music experience.
. A short explanation (max 300 words)
about how you decided to interpret the
music.
. For the benefit of the jury, please also
submit MP3s of the two tracks that your
work is based on.

Deliverables:
This category will be judged in two
rounds with physical work not required
until round two. Please see the
Formatting Guidelines PDF.
Further Information:
http://www.diesel.com/
http://www.dieselumusic.com/
www.dandad.org/studentawards
@baby_pencils

Background
Like balloons, we are filled with hopes
and dreams. But over time a single
sentence creeps into our lives. Don’t be
stupid.
The world is full of smart people, doing
all kind of smart things (with other smart
people). That’s smart. Well, we’re with
stupid.
Stupid is the relentless pursuit of a
regret free life. Smart may have the
brains. But stupid has the balls. The
smart recognise things for how they are.
The stupid see things for how they could
be. Smart critiques. Stupid creates. The
fact is if we didn’t have stupid thoughts,
we’d have no interesting thoughts at all.
It’s not smart to take risks. It’s stupid.
To be stupid is to be brave. The stupid
aren’t afraid to fail. Why? Because they
ain’t dumb. The stupid know there are
worse things than failure like not even
trying. Only the stupid can be truly
brilliant.
So, be stupid.
A strong believer in creativity as a
force for positive change, Diesel has
consistently broken with convention.
Illustration
Brief set by: The Diesel Creative
Team
Sponsored by: Diesel

Deadline for this brief:
All work must be uploaded at
www.dandad.org/studentawards
by Friday 4 March 2011.
Benefits:
Details on additional benefits for
the briefs will be announced during
November.