BIOGRAPHY

Hello, my name is Luke Jones, and I am soon to graduate with a Bachelor of design where I major in Media Design. TV and media are an absolute passion of mine where I love to reflect this passion capturing the whimsical and vivid walks of life with a camera. This love has led me to cross paths with design where almost everything I have touched has become a touch of the abstract with a hint of the whimsical.

In my free time I do a ton of photography, both outdoors and indoors via a homemade studio. This chosen downtime of mine came about when I first dabbled with design in my high school days, I instead took the photography side of education but when it came to University, Media design was the best of both worlds for me. Studying at Waikato I have picked up a niche type of design blending futuristic art modes with a contemporary abstract. My style could not have been crafted without the fantastic variety of projects that come with the three years of study, including app design, website design, defining the principles of design with physical representations, motion graphics and group promotional videos. Given the plethora of opportunities you’re bound to find something that hits your notes, and for me motion graphics has been by far my favorite project idea to work on.

PROJECT DESCRIPTION

Farmland Simulation addresses the hidden issues of dairy farming in New Zealand, viewed as both the beauty and the beast of land-based industries. The countryside is beautiful, and many Kiwi farmers aim to preserve that beauty: generations of family may have owned the land and they pass down positive and correct ways of farming. Preserving the beauty and productivity of dairy farms does not just add to the identity of New Zealand as being clean and green, it adds to the prosperity of future generations. By contrast, unsafe dairy farming practices degrade and devalue the soil, meaning that the land becomes both ugly (beastly) and decreasingly productive. The purpose of this farmland simulation is to reach the consumers of dairy products - kiwi shoppers - via advertising formats that would influence their next purchase in favor of milk from sustainable farms. Not all dairy farms engage in unsafe over-stocking and land management practices, but some do, and those same companies produce milk that the unconscious kiwi shopper purchases. The aim is to highlight the choice, embedding a subconscious source of information when doing so.