Anti- design to my understanding is the opposite of design, its not conforming to the usual commercial designs, it is out of the ordinary and somthing you wouldnt expect.
we applied this to our movie by saying we able to create something out of something we were not supposed to be doing. we wanted to say design and creation of art can come from anything and not just something you would usually expect.
then for my individual packaging, i didnt apply the anti-design at first. i just took an aspect of our movie which was the chappies bubblegum which is very child like and i went in this direction, but after talking to dennis i realised i had completely missed the plot, i had designed my cd cover to child like, which was for the totally wrong target market, and not having people guess what the movie was actually about..
so after working on the words, chew.pop.create i started to focus on the words pop, and when i think of that word - what comes to mind? and michael jackson did, him being the king of pop. i started designing my cd cover but i felt focusing just on him limited what i could do. i was going to work with “this is not pop” but i felt it was too close to what the other team had gone with. so after a while of thinking and talking to ernst i decided to use all three words, chew.pop.create and use them literally and question them, and make people think about: is chewing actually chewing, is pop just pop and is creating just with a pencil or pen, and from there i worked on my design, which were really simple.
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