We had a complete change of thought on the direction of our approach to the brief the weekend before this interim -- we really wanted to do a concept inspired by japanese woodblock/koi and tattoo artwork. This is a style often used in western tattoos in recent times, so it has become a visually engaging aesthetic for younger generations. We intend to subvert this typical idea, by adding garbage and making it look icky. I really like the aesthetic behind it so this idea has a lot more room for growth in my opinion. When we shared it with the lecturers they said it's "Not Kiwi Enough" and "Those just look like any old fish" so I pushed the rhetoric further for the next version of this and brought it to a more kiwi context.
This new version substitutes the fish for rotten fish skeletons and fills the pretty waves with even more garbage, and this time it's of parodys of new zealand brands. ;)
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