Louis Shelton

Louis is a young designer specialising in Fashion Promotion, he has just finished his foundation course and will be continuing the course at degree level. His Final Major Project was focused on the Mundane and for a long part of the project he struggled to understand and develop his own definition of the concept, Through his research, he found that mundanity stems from the repetitive routine and he came to the conclusion that the mundane is not something that belongs to a certain demographic it's a personal experience. His own example was this, 'A skydiver will repeat the same jump everyday just like the average person might do the school run or a deep-sea diver might explore depths below 120 feet whilst the average person might be tying their shoelaces.' His goal for the magazine was to show monotony in a positive light, to make his customer question their own position and how they see the everyday. Instead of looking at it as something that should be avoided Louis goal with his final project was to make people embrace mundane living because it's something everyone experiences.

Monotonous Routine – To create a positive atmosphere for the magazine a series of videos where developed. Inspired by Kevin Van Aelst and also Sharon Lockhart the videos playfully describe monotonous routine.

Monotony of Skydiving – most of the images from the magazine where developed into videos like the one above, they where used to create a humorous element for the project and spark interest from a more digital customer.

Banality of Mexican Wrestling – To help describe or translate my concept I developed a series of images that show extreme jobs in uniform performing everyday tasks. by showing the extreme and ordinary together we are able to relate but also disassociate.

Dullness of Deep Sea Diving – as well as placing an extreme uniform in an ordinary place this is one of the images that also include an interview, the interview was held as a normal conversation and written that way to give the most accurate explanation of the interviewee.

promotional tool used – in order to promote my final major project I made a series of videos, the mask seen rotating represents an escape from monotony and stimulation in a desaturated world.