Advertising Principles and Practise ( Final Project )

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15th May 2017 - 22nd June 2017 ( Week 9- Week 12 )
Jason Ong Ngie Min ( 0324104 )
Advertising Principles and Practice 

 Lecture : Final Project 
Final Project & Portfolio 40% The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
5 Weeks (Briefing on Week 7)
DEADLINE
Week 12 (12 June 2017)
Description
The student now has the task of developing an Advertising Campaign – a total of 5 ads across different/same media – for The Design School @Taylor’s University. Utilising the insights researched (Project 1), the ideas developed (Exercises), and the determined media strategy (Project 2), execute a well art directed, crafted, creative advertising campaign that maintains the mood, tone and most importantly conveys the ad message (USP/SMP) consistently throughout the different/same media. Create an advertising campaign that is on message, on target and makes a lasting impact, visually and emotionally.
In the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted, taking into consideration the target audience, media, competitor strategies and the socio-cultural factors.

The brand: The Design School @Taylor’s University
The product: The Design School (See figure 1.) 
SMP/USP: Nurturing The Hybrid Designer Of The Future. 
Target Audience: Gen Y.



Figure 1: Brand logo

Requirements
The student must document their progress in their eportfolio and the A4 hardcopy portfolio. The final results must be printed out for the A4 hardcopy portfolio, and the Adobe PDF and JPEGs of the final artworks must be uploaded to your eportfolio. Ensure all aspects of your journey in this process is documented – failures, successes, epiphanies, sketches, visual research, etc.
Submission
  1. All gathered information (failures, successes, epiphanies, sketches, visual research, printouts, websites, images, charts, etc.) documented logically and chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
  2. All gathered information (failures, successes, epiphanies, sketches, visual research, printouts, websites, images, charts, etc.) documented logically and chronologically in the eportfolio for the duration of the project in one post and for the duration of the course in a separate post as instructed in class.
  3. Softcopy of the artworks (Ads and simulations) uploaded unto the eportfolio for the purpose of viewing.
  4. All PDF files (artworks) uploaded unto Google Drive and link provided in the eportfolio. Ensure all folders are labelled or named appropriately.
Objectives
  1. To develop students ability to ideate effectively.
  2. To develop students ability to synthesise knowledge.
  3. To develop students ability to gain and utilise insight for effective advertising
  4. To develop students ability to create and execute an effective ad. message.
  5. To develop students ability to determine a media mix based on analysis. 


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Researched Expended Sketches

After consulting with the lecturer, I have made my mind to use the concept of combining both fragile and sharp objects into one and came up with several sketches that are legible and might have potential in the making of the final ad. 
Figure 2 : Idea sketches

Figure 3 : Idea sketches

Figure 4 : Idea sketches

Figure 5 : Idea sketches 

Figure 6 : Idea sketches


Based on the idea sketches I have came up with, I tried executing my ideas into a photo manipulating ad, gathering all photos and tried photoshopping it. 


Figure 7
Figure 8

Figure 9

Figure 10

Figure 11

These are the first few batch and mock ups artwork that I tried based on my chosen sketches and based on the lecturer's opinion, skills need to be more polished as the execution was not as elegant as the concept behind the artwork. Thus, I tried different ways and more legible images to craft those ads.

Ad's second mock up version


Figure 12

Figure 13

Figure 14

Figure 15
After trying the second mock up, I decided to try different variety as certain artwork still doesn't achieve the elegant's touch. 

Final Artworks ( Refined )

Figure 16

Figure 17

Figure 18

Figure 19

Figure 20








After finalising the artworks, I attempted to place these ads into confines of the chosen advertising medium dimensions.

 Upon consultation with the lecturer they are the following: 

  • Billboard advertisement : 48ft x 14ft
  • Newspaper advertisement : 130mm x 180mm
  • Facebook advertisements ( social media ) : 700px x 700px
  • Instagram advertisements ( social media ) : 600px x 640px
  • Youtube advertisements ( social media ) : 470pts x 70pts 

 Billboard Advertisement 

 For this ad, I chose something that is big and eye catching as billboards ad needs a 'wow' factor and a limited time to catch target audience's attention. I took the dimensions from the internet and simulated my ad into it's actual size. I was concerned with the visibility of the ad as billboard needs to be seen from a distance and I have come to choose this ad after trying out different ads. 

Figure 21 : Billboard ad simulation


Newspaper Quarter Page Advertisement 

For newspaper's ad, I chose this artwork's simulation as  I wanted everyone to see the details of the artwork closely in print ads as certain simulations might not work. Also, I chose a quarter page size because placing this ad in such size will make readers read through the ad when reading the newspaper instead of the full page ad, where readers will just flip through the ad. I took the dimensions from The Star's newspaper and simulated it. 
Figure  22 : Newspaper ad simulation


Social Media Advertisement ( Facebook )

 I was pretty skeptic when placing this artwork as my simulation because I am worried with the legibility and the visibility of the feathers that is combined with the thorns. But, I came to realise that pictures in the ad could be zoomed and it might not be an issue for me anymore. I took the dimensions of the ad from the internet and simulated it in it's actual size as below. 
Figure 23 : Facebook ad simulation
Social Media Advertisement ( Instagram ) 

 As for Instagram, I chose this in intention to shock people with this artwork. It might look normal at first but with skeptics, I am intended to let people zoom in the artwork that consisted of dangerous thorns that surrounds the rabbit. With the recent feature in Instagram which is the zooming feature, this ad will be more legible. I took the dimensions of the ad from the internet and simulated it in it's actual size.
Figure 24 : Instagram ad simulation
Social Media Advertisement ( Youtube )

 Among all ads, this simulation is the one that I am worried the most as the six of the ad is pretty small and visibility of the ad is crucial. Thus, I chose this artwork as the cactus and the dandelion are pretty obvious visually, compared to the other artworks which I used a lot of fine objects to incorporate with. I took the dimensions of the ad from my senior's work with permission as I couldn't manage to find the accurate size of the ad. 

Figure 25 : Instagram ad simulation

Figure 26 : Taylor's Design School logo








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Reflection :

Experience 
In week 9, I enjoyed the use of photo manipulating in my ad as this is a new thing for me to explore. Week 10 on the other hand is quite challenging and challenging for me as I experienced the difficulty in managing photoshop and file issues which is a mess. As time goes by to week 11, I enjoyed with the simulation artworks experience as I was able to choose those simulations and placed it in my artworks.

Observation 
I observed that most of my classmates are getting more competitive towards each other as time goes by along week 9 which I have too. In week 10, I noticed that the sleeping time that I have became lesser than I have since most of the module's submission is around the corner. At week 11, I observed that my mac is filled with files and became disorganised and it is a hustle for me to look over the mock up ads that I created, also I also noticed that my classmates and I are looking more haggard than ever. 

Findings 
In week 9 , I found out that photo manipulating takes a lot of skills and practice which I need to polish. Week 10 was a rough for me because I found out that my ads needs a lot of changes within this limited time because it doesn't look elegant enough. As time goes by, I found out that I was used of not sleeping for several nights and I was surprised I don't get sick from doing so.  






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