Week 6 - Week 12 Advertising Principles and Practices - Final Project

04/05/2018 - 15/05/2018

Wynne Pankusya

Advertising Principles and Practice

Advertising Campaign (Part2) : Art Direction

---

Lecture Notes

Week 6

01/05/2018

No lecture. We supposed to read about roles and responsibilities of an Advertising Art Director.

04/05/2018

Art director is someone who is responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions. It's someone who comes up with innovative ideas for visual elements in any platforms. Art direction is the visceral resonance of how a piece of work feels. Usually described in touchy-feely words like elegant, grungy, retro, and more. Art director positioned below Creative Director.

In advertising and public relations, art directors ensures that their client’s’ desired message and image is conveyed to consumers. They are responsible for the overall visual aspects of an advertising or media campaign and may coordinate the work of other artistic or design staff, such as graphic designers (Sokanu, 2015). Art directors develop things around us recreates new things and the task is they have to create memorable visual and headline to the audience.

Week 7

08/05/2018

Politics is omnipotent. Advertising needs to be weary of the socio-political climate to steer clear or leverage the prevailing phenomena. Advertising needs to be aware of the codes to not run afoul of them.Economic factors are ever-present and continue to influence the type of media used in advertising. However the media space has been democratised to a degree with the internet and social media platform leveling the playing field between those with deep pockets and without. Cultural sensitivities and practices will continue to be important factors to take into consideration either for the purpose of leverage or to be aware of sensitivities. It's about learning things and understand the target we wanted before creating the advertisement. 

Forum

Fig 1.1 Question

Fig 1.2 Answer

---

Instruction

---

Final Project

Final Project (Week 6 - Week 12) Advertising Campaign (Part 2) : Art Direction

Requirements:

- Research (from previous projects)

- Adobe Illustrator / Photoshop

- Sketches

Week 6

After researches for the brand insights of The Design School @ Taylor’s University and the media mix that will be used which are social media (online advertising) and traditional billboard (outdoor advertising) along with idea sketches, the next step is to create the advertising campaign. Feedbacks were given throughout the process and one of the sketches was selected for the campaign. 

Fig 2.1 Selected idea

Therefore, I tried to compile some of the ideas that have similar concepts and try to digitalise the first sketch first.

Week 7

After I finalised the idea that I wanted to use, I tried to digitalised the idea sketch that I made and see how it would look like. Instead of using photos from internet, I illustrated the sketch with Adobe Illustrator. The illustration  style I’m going with is vector graphics to create modern, simple look and easier to see the details. To create more clearer art direction, I created a mood board that fits the campaign.

Fig 2.2 Using only few colours to create simplicity and more balanced, contrasting design. The whole look should attract millennial which means it has to look young and eye-catching

Fig 2.3 Digitalised version of the idea sketch

From the first sketch, other ads were created similarly with the idea to create the advertising campaign. The first idea that I’m using was to illustrate two different things and one of them is the combination of both.

Fig 2.4 First draft

Fig 2.5 First draft

Week 8

After all the feedbacks that were given, I have to change the layout and tagline for the advertisement. Since I chose social media (Facebook and Instagram) and traditional billboard, I tried to do mock up for the campaign.

Fig 2.6 Artwork

Fig 2.7 Billboard Mock up

Fig 2.8 Social Media Mock up 

Week 9

More variations of the ads were made as we need 5 different kinds of ads with the same concept for the campaign. I also have to find the perfect tagline that would complement the advertisement. 

Fig 2.9 Ad 1

Fig 2.10 Ad 2

Fig 2.11 Ad 3

Fig 2.12 Ad 4

Fig 2.13 Ad 5

Week 10
To create more 'clear' message for the advertisement. I add a line on every ads that supports the headline. Also for the visual, I try to put all the illustration inside the frame (not exceeding the whole ad) to create more divine look.

Fig 2.14 One of the drafts for the final layout

Week 11
This is the GIF draft. The purpose is to show the 'hybrid'-ness of the main subject on each ads to embrace the diversity so my idea is to change the colour every time to make it stood out.

Fig 2.15 First attempt

Fig 2.16 Second attempt (speed refinement)

Fig 2.17 Second Attempt 2

Final  Result

Visuals

Fig 3.1 First Ad

Fig 3.2 Second Ad

Fig 3.3 Third Ad

Fig 3.4 Fourth Ad

Fig 3.5 Fifth Ad

Traditional Billboard Simulation (Outdoor advertising)

Fig 3.6 Billboard Simulation 1

Fig 3.7 Billboard Simulation 2

Fig 3.8 Billboard Simulation 3

Fig 3.9 Billboard Simulation 4

Fig 3.10 Billboard Simulation 5

Social Media Simulation (Online advertising)

Facebook

Fig 3.11 Facebook Simulation 1

Fig 3.12 Facebook Simulation 2

Fig 3.13 Facebook Simulation 3

Fig 3.14 Facebook Simulation 4

Fig 3.15 Facebook Simulation 5

Instagram

Fig 3.16 Instagram Simulation 1

Fig 3.17 Instagram Simulation 2

Fig 3.18 Instagram Simulation 3

Fig 3.19 Instagram Simulation 4

Fig 3.20 Instagram Simulation 5

Animation

Fig 3.21 Animation 1

Fig 3.22 Animation 2

---

Feedback

Week 6

Specific Feedback : (Sketches) : Most of the chosen sketches are too safe. But there is still one that can be used and developed. And now it's up to me how I wanted it too look like either with illustration or photographs and digitalise it

Week 7

Specific Feedback : The hybrid part is not noticeable enough. What I can do is to change some of the colours and size. Try to find the perfect tagline for the ad campaign that matches the USP and also the idea

Week 8

Specific Feedback : For the tagline, I can use more varieties of words rather than just using the word 'skill'. Though I created a balloon dog to create a hybrid, the way of putting illustration of dog and balloons above might not be the best idea. It's better to just change the dogs into usual balloons but with different colours. On the next meeting, after few of changes, the whole graphics and layout of the ads are good. However, the pen in the drawing (the odd one) needs improvement a little bit as people might think it's not the pen that has multiple colours. The tagline is still weak and not suitable with USP/SMP, try to use words similar with hybrid such as multidisciplinary, multi talent, and much more that I could explore. The Taylor’s logo needs to be bigger

Week 9

General Feedback : We are pushed to always do our work because we will save so much time to do changes. Designing is iterative, everything goes back and forth until we finalised the successful design. 

Specific Feedback : There are some possibilities of layout that can be used as options. The pencil series is confusing and the tagline also not relatable with the idea. There are some tagline that could be use with the 'flexibility' concept for the pencil. Find more 'multi' words and develop more ads. The double edges pencil is much more relatable and better than before. Try to show the ad to other and ask them if it's understandable.

Week 10

Specific Feedback : Write some explanation to make the advertisement clearer. When applying the campaign on the Facebook or Instagram, the TDS logo can be cropped since the profile of the school is shown on social media.

Week 11

Specific Feedback : Don't make the illustration goes out from the whole ads. Put them closer. The line underneath the headline is too long and boring. Find something that's catchy and attractive enough to be read. I need to find the way to animate the ads and the animation should be prominent and show the message. The animation is a good solution, but may need a little bit of refining in terms of speed and keep looking to see it there are any other possibilities. But this is good. Just refine the speed.

---

Reflections

Experience

I find this project very difficult though the previous projects helped a lot on this final one. I had to find the best execution for the message that I wanted to deliver and for me it wasn’t an easy task. I found myself lost a lot of times on this project as I never feel satisfied and not sure how to fix things. I had no trouble with illustrating but I was afraid others might not understand the ads because of the visualisation

Observation

I can actually feel the differences when I do everything by myself and actually asking for feedbacks to everyone. When I asked for feedbacks or help, the opinions and suggestions affect a lot on my work. I gained more inspirations from others and they were very helpful

Findings

To create advertising campaign is not easy at all. It’s more than just promoting a product. Every single details must be put and the visualisation must be relatable with the target market. The whole process of creating successful advertising campaign is very complicated yet it can produce a magnificent result.

---

Book of the week

Ogilvy, David, 1983, Ogilvy on Advertising, Pan Book Ltd, United States.

Fig 4.1 Cover

Fig 4.2 How to produce advertising that sells

Advertising affects a lot on your products and wrong advertising can actually reduce the sales of a product. There's a survey where it was found  that consumption of certain brand of beer was lower among people who remembered its advertising than those who didn't.  There are things to do in order to create successful advertising that takes researches on the brand and market.  

Positioning. To position your product as 'what product does, and who is it for'. We can position Dove as a detergent bar for men with dirty hands but the position is as a toilet bar for women with dry skin (which still working 25 years later). As we can see, positioning affects a lot to how the product would sell to the market. 

Brand Image. We have to decide what kind of 'personality' we want for our brand as if products are people.  Every advertisement should be thought of  as contribution to the brand image. It follows that your advertising should consistently project the same image, year after year. 

Big Idea. We won't win  fame and fortune unless we also invent big ideas. It takes a big idea to attract the attention of customers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.