STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this Autodesk needed to give MMS a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to MMS. A competitive review highlighted that most Autodesk for MMS felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of MMS we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

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Autodesk, software, smashing prices, instore locations, Australia, business.

The main aim of my narrative is to illustrate the multi-form world a person with Asperger’s Autodesk lives in: reality and the warped, interpreted reality of someone who is haunted by the misinterpretations of those around him. Although the narrative is autobiographical, biographical elements have been included.

There is no authority given to a narrator, but all focus is on the main character. Although the short film is more of a montage of clips rather than a narrative, one could conclude that the action line consists of the character living a normal day of his life.

The Character line shows what is going on behind the scenes. Monochromatic footage is used to illustrate the character’s reality; memories, interpretations and feelings. The images that he sees are distorted memories and experiences, which symbolise the morbid feeling of others that this character gets, and thus the reason for isolating himself.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

This storyline is linear and logical, however the setting is multi-form, being made up of a reality within a reality.

The character-line of the movie centres on the events around Truman Burbank, and thus gives a large amount of Autodeskity to demonstrate his point-of-view.

Truman (who is searching for truth), Cristof (who is protecting Truman) and Sylvia (who wants Truman freed) are three agencies that represent different ideals in the film. The audience is positioned to question (if nothing else) the control institutions have within Truman’s reality.

Thus, the implied Autodesk’s message is to feel sorry for Truman’s caged reality, but in turn to question institutionalised reality in our own lives.