New Blood

D & AD Professional Awards

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What is New Blood?

It is a series of world class programmes for new creatives. We aim to reach young creatives from as far and wide as possible to offer inspiration, learning and genuine breaks on the way into industry.

New Blood Is…

Industry standard briefs set by global brands are taken on by students, recent graduates and under 24s around the world. Winning a New Blood Pencil is an instant validation of your talent.

About the Awards

D&AD celebrates and nurtures outstanding work in the design and advertising industry each year with its international creative awards. A D&AD Pencil is recognised the world over as a shining symbol of the very highest creative achievement. It can’t get much better than that.

As well as the Professional Awards, D&AD aims to cultivate new talent, ensuring the next generation of creatives gets off to a flying start. Winning a D&AD New Blood Award puts people under 24 on the path to the brightest of creative futures with the ultimate industry leg-up. Budding film directors and photographers also get the opportunity to be recognised not just winning a Pencil, but also having their talent promoted back to the industry during the Next Awards.


The Creative Challenge – Brief set by Shutterstock

Comedy, Rebirth, Rags to Riches, Tragedy, The Quest, Overcoming the Monster, Voyage and Return – these seven plot archetypes can be seen at work everywhere, from global news stories to the smallest interaction (see Christopher Booker’s The Seven Basic Plots: Why We Tell Stories for a better idea of what these archetypes involve).

Pick three of the seven archetypes and create a static or moving image for each one that tells a story from the modern world. Look to unexpected places, find the dramatic in the seemingly banal, the emotion and humanity that underlies the routine of our daily lives. In a fast-moving, digital world, having the time and space to unfold a story is a luxury not often available. How do you distil the essence of it down to something that can be captured in a single moment?


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The Inside Scoop

Shutterstock brief writer, Lu Bowen (Making Pictures) gives you a ready, steady, go.

1. Why should people be excited by this brief?

This brief offers image makers across disciplines the chance to really demonstrate a maturity in their work and approach. In some ways this is a complex brief, to bring narrative and story telling into single shots which sit together is a very hard task.  But if it is done well demonstrates a real skill.

2. What are the dangers/pitfalls entrants could fall into while responding to this brief?

Sometimes the best ideas are communicated with simplicity. Don’t be fooled into thinking that you have to over complicate the content. If you try to say too much you could miss the ability to deliver the sense of what you are approaching. Stay on brief.

3. No freebies, but give us a pointer. Where would you start?

Read the brief. Then re-read it. Then read it again. Try to understand it as if it were a commission. Story board, research and generate ideas. Understand how you will approach. What is the brief asking of you? How can you tell a story with a snapshot, whether moving or still? What will be the elements that punctuate the end goal? Really map out the idea in order to execute it with distinctiveness and finesse. And don’t be afraid to take risks and give yourself time to shoot a few times. To make mistakes which inform the process and enrich it.


The Judges

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Previous Winners…

New Blood Entries 2013…

The Photography brief was set by Dazed & Confused magazine.  They asked students to, ‘take a photograph which encapsulates this particular moment in youth culture.’ The image ultimately had to stand the test of time in our transient culture and also match Dazed’s aesthetic. The category was incredibly strong with three students awarded Yellow Pencils – quite a lot when you consider some categories didn’t award any.The winners included our very own blogger, Kingston University student Luke Evans, who steals images taken on devices in Apple stores as a comment on privacy in the digital age and our constant need to perform and publish.

‘Photobooth’ by Luke Evans. An image taken on a device in an Apple store.


Tipped for great things by Vicky Lawton is William Lakin from Middlesex University. His awarded image is part of an ongoing series shot in Great Yarmouth. The trio of boys reflecting the confused identity of a town struggling to adapt to change.

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Anastasia Korosteleva

Awarded: Yellow Pencil

Anastasia Korosteleva who attends the British Higher School of Art & Design in Russia. Her image, entitled ‘Lev’, shows a young boy from a Moscow orphanage sitting in a kitchen. The day the photo was taken he had a scrap with a classmate. His red knuckles were evidence of what had happened.



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The seven plot Archetypes….

  • Comedy
  • Rebirth
  • Rags to Riches
  • Tragedy
  • The Quest
  • Overcoming the Monster
  • Voyage and Return



Animals and Advertising

Barbara OBrien Pet Advertising

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For this project I would like to achieve an image which would suit the advertising industry and I would also like to work with animals. I had the idea that we could work with dogs and do a project under the “Quest” archetype…



Idea’s/Mood Board

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Following on from this I thought further about the type of image I wanted to create. After writing or CPP evaluations I had also analysed and considered which of my submissions were most successful in terms of class/social media response. This made me come to the conclusion that it would be far more fun and challenging to try and achieve a fantasy based composite. This spurred on idea’s which fit more in to the “Overcoming the Monster” archetype…






I briefly studied illustration part time (whilst working in sales and feeling rather unhappy!) to make myself feel more balanced creatively before I came to study photography and recently I have rediscovered my passion fro drawing. This has opened up new doorways for me in terms of photography as it allows me to visually see the characters and idea’s I have in mind for my work…

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Above: My illustration of red Riding hood – a storyboard of ‘Confronting the Monster’…


An early illustration of a character ‘Matilda’ who I continuously develop and feel as though she is the angry little girl who lives inside of me – perhaps this could also be an aspect of confronting my inner monster?


Idea’s map/flutter book, illustrated by myself

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The Big Red Dog



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image sourced from Fantasy Wallpapers


What could ‘the Monster’ represent??

(depression… not Ruby Wax)


I read Ruby Wax’s “Sane New World” a few years ago and it was a quick and straight forward read not only about mental illness but also how the overwhelming pressure that we deal with in our every day lives can effect us all. In reality quite soon it will be more than 1 in 4 people who will suffer from mental illness and far more that will suffer from depression.

Ruby Wax is a trained actress and comedian. Following on from her success she had a break down, went to rehab and in order to understand further what had happened to her, she pursued a distinguished academic career, graduating in psychology and gained a master’s degree in mindfulness-based cognitive therapy from Oxford University.

Living With a Black Dog

Living with a Black Dog – a picture book about depression by Matthew and Ainsley Johnstone – offers a different approach to traditional self-help guides for people with the condition and their families.






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I am glad to have tried something different, as it was important for me to look at an alternative style of working. However I feel that technically the image is not up to scratch. I would have like to managed my time on this project better and really worked on the editing rather than rush the final product. I think my rushing to complete this shot is visible in the final image and in all honesty I would absolutely re-shoot this before presenting or using the image for anything.

Looking at the shot it feels more like a rough draft or a “quick and dirty” edit to get an idea of what might be achieved based on the chosen brief.

I am pleased with my over all concept and would like to further develop my skills technically for this type of image, possibly taking mored advanced digital editing classes.

Something else that I have discovered is that I tend to over-research my images and try to collate everything I have used in to one shot – in this case it means that the image has become confused and has too many things going on. Subtlety has not been my strong point over the course of developing this idea.

The Puppy, influenced by children’s television programmes and illustrations means that it became far too cute and lost the element of danger or darkness, introducing more of an element of comedy. I was perhaps trying to achieve an image which referenced illustration and in that it became too childlike.

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