Screen Shot 2015-10-27 at 3.54.19 pm Screen Shot 2015-10-27 at 3.54.39 pm Screen Shot 2015-10-27 at 3.55.45 pmdetails in the paper help convey the advertisment as a piece of communication that has been manipulated, so as to be respectful to the audience, and play on peoples curiosity opposed to their concern for a mass murderer.

Screen Shot 2015-10-27 at 3.57.14 pm Screen Shot 2015-10-27 at 3.55.57 pm Screen Shot 2015-10-27 at 3.56.04 pm Screen Shot 2015-10-27 at 3.56.10 pm Screen Shot 2015-10-27 at 3.54.52 pm Screen Shot 2015-10-27 at 3.55.03 pm Screen Shot 2015-10-27 at 3.55.10 pm

how the colour photographs and how the posters work as a collective piece.


varied trials

Screen Shot 2015-10-27 at 3.44.37 pmScreen Shot 2015-10-27 at 3.43.06 pmScreen Shot 2015-10-27 at 3.42.47 pmScreen Shot 2015-10-27 at 3.44.57 pmScreen Shot 2015-10-27 at 3.46.01 pmScreen Shot 2015-10-27 at 3.46.24 pmScreen Shot 2015-10-27 at 3.46.51 pmI experimented with different layers, different visual tones, framing the work which all added another layer, something that I often do but I realised that I needed to pull back and let the intensity of the poster as a medium speak clearly opposed to being convoluted.

The quiet death of a timid girl.

This is my copywriting piece about the death of my previous self and the rebirth of ‘Pip’. This is the same theme I have applied to the Missing posters. When you become a carer the old-you goes missing, you’re replaced with someone entirely new, a husk of yourself in the carers case due to the isolation of the role.

Phillipa went missing in the dry summer of 97. A painfully shy and sensitive soul. She was but a small girl that hid behind a muzzle of sheepskin with one soggy thumb buried in her face. Dearly loved by her parents and two wild sisters, who tied up tickled and refrigerated her, she will be mostly missed.

Strangely enough on that very same 90’s summer’s day a new kid, blew in on a stirring Northwesterly wind. As the clouds arched and dipped obliging the winds aggression so too did the craning heads. Soon enough the small-town Templeton folks forgot about meek missing Phill…what’s-her-name. Yes Pip parked up square in between her 2 sisters, one bad ass fiery redhead and her older sister, the genius.

  Her sisters were simply 2 hard lessons along a shifty footpath of many. The clever lessons listed in high school, well now they were only necessary. Science kept her curious, the French weren’t that friendly,  English was a semi-large question that almost got it right but Art. Art knew her in that expecting, familiar way you might know if you ever found yourself in a hallway full of doors and somehow know where the garage is, the toilet and the bedrooms. Pip grew to trust this feeling that made missing-Phillipa whince.

Art dared Pip. When Phillipa had chosen the pencil, Pip unsheathed a pastel and made no apology for the mania her Art secreted over the tame page. Art sang to Pip what it had whispered to Phillipa.

 Whisked up in the dream of it all Pip followed this Art up a steep path to Wellington where Phillipa would have hidden in her mother’s skirt had she not been missing for all those years. Pip made a home in shifting houses and claiming new friends. Tragically Art was higher maintenance in this gyre of a town and cheated on her in an expectantly defeated way.

Pip slumped to her routine and found her small steps stride wider to a different rhythm of art buried in words, and words, and words. And Phillipa found Pip there hanging off the end of a white boardroom table ‘who wants to go first?’ asks her teacher as Phillipa’s mustered courage droles through a noose of sentences.

The original ‘Missing’ idea

You might be able to help us find one of these 70,000 men women and children who don’t know who they are.

We know but we need to track them down, they’re about yay high, give or take, eye colour blue/green maybe brown, with a possible torn cape/dusty halo.

It could be your mum- they tend to look after somebody else in their family with a disability, or your sister? maybe the person they take care of has a sickness or a kid at school looking after somebody that might just have trouble doing things on their own. They’re carers, they don’t know they are, they don’t know the world of help waiting for them and they might not know when they’re risking some serious burnout. can offer a community of support, government funded and subsidies that are specific to an ever growing community of carers.

Where ‘fine’ isn’t a word, it’s a decoy and a yawn is a silent scream for help.


(don’t get paid)
Insight, carers dont know who they are, there is no physical discription, its so vague that the image shows a world of different people.Screen Shot 2015-10-15 at 12.35.06 AM The ambiguity plays on carers being a demographic and not a psychographic.

The ambiguity plays on the ggjgjgjgjgjgjgg

Reported Missing Exhibition, miss matching missing persons faces and stories.


In Reported Missing, Ida Rödén invites the viewer to visit a parallel world filled with people who are truly lost. Characters gone missing from the world, specifically extracted from an archive of people reported missing, has become fragmented and dissolved. In a process of layered composites they have pushed through into possible realms and formed new identities. The observer gets to participate in the extraordinary and paradoxical event where characters briefly reunite to prove that they are no longer lost. The fragments of what once disappeared have been pieced together and a new world has opened up.

Screen Shot 2015-10-11 at 7.01.09 pm

A table is located at the center of the exhibition space. On top of it lie stacks of five different well-known magazines. Markings inside each magazine will guide the viewer to an article that the artist has seamlessly inserted. These are fabricated articles where characters from different reunions once again have been put within a different reality. People that are part of a black and white family photograph have been separated, both by time and place. One appears in article written years ago, describing him as a composite photograph of a typical patient suffering from Melancholia. The other appears in a photo magazine and is evidently the photographic subject of someone named Bernardo S.R. Avedon. A third member of the group appears in an article written for Cabinet, and personifies a deceased family member of the writer Wolfgang Gray Sewald. If the reunion setting offered a sense of comfort and belonging, these articles opens up for a possible way of moving on.

Art & Copy Film

Watching this film about advertising and design filmed in 2009 helped me visualise some of the pieces now modern iPod ads and Macintosh ads are all timeless. The different personalities and the spaces. There was a debate on whether advertisement should honourably always acknowledge that its an ad opposed to tricking people. The subtlety of ads not having a clear verbal message but a message of what the bank or shop represent. Simplicity being key.