seeking individuals who are eager to learn over those with experience
loves pink and metallic
black sunglasses
brown slacks
nice shoes
dress shirt
INTERVIEW # 3 - STUDENTS
both like Emo
likes to make things easily accessible
very comfortable
want a steady job, nice home, clothes, etc.
family motivates them
both had rings and jewelry
(Student on Left)
crossing feet
left Hawaii to go to this specialized school
visits L.A. Film School site for inspiration
needs to save for school
wanted to be a print maker
disposable cameras make her happy
smiles a lot, nods, shrugs shoulders
likes Wes Anderson and Michel Gondry
grey converse
blue jeans
grey jacket
white graphic tee
(Student on Right)
moving hands a lot
YouTube
Loves Tim Burton
Loves the spotlight
Has design company experience
Has been to Sundance
Wanted to be an FBI agent
Wants a music box
TIVO
cute designed sandals
legs crossed and hands
blue jeans
purple shirt with writing
Notes Video 2:
(Student)
Age: 21 yr old
Very laidback/relaxed
Patient
Outgoing/Friendly
Balances amount of time working on computer with gym in the morning
Hates mass transit because it “sucks” in LA
Pro smoke breaks
Prefers smaller breaks throughout the day rather than one long break
Walking
(Professional)
Age: 72 yr old
Formal
From Australia, has family in Australia
Loves to travel
Kept hands held behind his back
Towards the end of the interview he crossed his arms
Storyteller – liked to tell stories related to questions that were more integrated into his
life. Specifically stories about his son, & family (brothers & sisters
Began to ask questions back to the interviewern
Made funny comments about our surrounding distractions (leaf blowers, city machine
trucks)
After questions were over, interviewee continued speaking about the places he worked
Scuba diving
Findings From Ethnography Interview Video 1
The three interviews provided us with completely different answers for most of the questions so it was a good session.
3 of the 4 interviewees were in their 20's but the differences in age (early 20's, mid-20's, late 20's) did affect their viewpoints.
For each of the interviews it seems that these people are more influence by "word of mouth" and peer consultations than publicity. Each based where they wanted to go to school on work they admired or recommendations from people they knew.
The comfort levels of each person being interviewed varied.
With the dual Phyllis/Lireza interview - their answers seemed to feed off of each other so their answers were well thought-out.
Everybody wants things to work well AND look good. (Beauty and function – the best example was Mert talking about how he could take the Porsche to the market but he couldn't take a Lamborghini to the market.)
Many of them liked technology that could capture a moment in time (cameras, TiVo's, time machines).
They all agree that filmmaking is art because it is collaborative and well-planned. There are lots of different people involved and lots of different art forms involved (photography, lighting, storyboards, writing) and each piece plays an important part.
They all like to do things outdoors.
They all like L.A. and most specifically chose to come here BECAUSE it was L.A.
Students like to look up to other students and other mentors to get ideas and do better work.
They all wanted to be inspired in their chosen fields so on video sites they would look up creative works (commercials, music videos, motion graphics.)
Mert liked chronological search results because he was looking for current information.
Fashion: They were all generally dressed in a "business/casual" way. They were trendy (in different ways). They weren't TOO casual. And they weren't TOO dressed up.
For Lariza - she chose AI because it kept up to date with software and it was the only school that offered training in Maya. Generally, the interviewees liked to be "Current."
Findings From Ethnography Interview Video 2
The first interviewee is a 21-year-old, East-Coast native who is a Media Arts and Animation major from the Art Institute of CA LA. The first thing we noticed was that he was a very relaxed, down to earth and an overall friendly person. In terms of leisure time, his favorite outdoor activity is simply walking, reading, drawing, playing video games and painting. This came as a surprise to us because we assumed that once he got a chance to get away from the computer, someone this young would be doing extreme sports or outdoor activities.
He prefers informative television channels such as the Discovery and History Channel, as well as anything that is worth taking up his very little amount of leisure time (which in his opinion is anything that can make him laugh). The odd thing that we noticed was that television seemed to be his only source of news in which he only caught when he went to the gym in the morning. The odd thing about it was that he said he was on the computer more than 40 hours each week, yet using the computer for news was not his primary source (in which we assumed), more surprisingly wasn’t even referred to for news. However, sites that he most visits while he is on the computer are mostly concept art sites, and anything he can gain inspiration from. He is only on social networking sites such as MySpace once a week to communicate with his friends and family.
The second interviewee is a 72 year old Australian native who is currently working in the film editing industry. Actually he was born in India up until he was 6, and moved around until he settled and had a family in Australia. He travels a lot to Australia and Hawaii and loves to scuba dive and do many other outdoor sports.
We found it interesting that he’s always made it a must when it came to working from home. This basically shows that he is most productive when he is in the comfort of his own home, he prefers to be on his own time schedule for breaks, and he prefers a quiet environment. We would imagine that production rooms would be swarming with people and other distractions. He prefers long breaks (a couple of hours) in which he spends away from the computer, and goes outdoors.
With both of these interviewees, we noticed that they both liked what they do as a profession. Neither of them are financially satisfied but that didn’t seem to bother them at all, they are content with doing what they love. The most interesting part mentioned after this piece of information was that they both said they would retire from what they do when they die – neither of them ever wants to stop “working”! This piece of information from both interviewees was a great find, especially with such a difference in their ages and such different positions/points they are in the industry. Another interesting factor was that the older interviewee is more into outdoor activity sports such as scuba diving than the younger interviewee is
Brand Attributes (based on research)
Based on the Audience Research the SUMMER SHORTS brand (and site) must convey these adjectives in order to appeal to the target audience:
