Kitty Fabry AD170 Design & Art Direction

ASSIGNMENT  1  / /  Re-do

*Find 3 press or poster ads for different clients that you think could be better. You are going to re-do them to make them more effective.

Don’t pick already good ads - the chances of improving them will be difficult

Consider why do they need improving - busy? idea lost in copy? need simplifing? better picture? better headline?

Consider visual impact - the hierarchy of communication & target audience

*poster or press size, improve using software

ad considerations...

1. REEBOK / / ‘Cheat On Your Girlfriend, Not Your Workout' / / 2012

*more information can be found at:

https://www.dailymail.co.uk/femail/article-2118314/Reebok-forced-pull-controversial-Cheat-On-Your-Girlfriend-Not-Your-Workout-ad-campaign-public-backlash.html

Benefits of choosing this advertisements for ‘re-do’

Has the basis of a strong message, don’t cheat on your workout with Reebok

Original copy and art direction is bare enough to re-invent

2. FORD INDIA / / Ford Figo / / 2013

*more information can be found at:

https://www.telegraph.co.uk/news/worldnews/silvio-berlusconi/9956561/WPP-sacks-employees-over-Silvio-Berlusconi-Ford-advert.html

https://www.slideshare.net/adityachaturvedi980/fords-advertising-campaign

Benefits of choosing this advertisements for ‘re-do’

Product has specific features and benefits - re-do can use this to show and tell

3. THE CO-OPERATIVE FOOD / / Be a Good Egg / / 2017

* more information can be found at:

https://www.telegraph.co.uk/news/2017/04/05/co-op-fire-sexist-easter-egg-advert/

https://www.bbc.co.uk/news/uk-england-manchester-39503373

Benefits of choosing this advertisements for ‘re-do’

Good morals behind the ad - fairtrade eggs, community, easter ethics - gives a lot of opportunity for detailed copy and meaningful imagery

4. SMARTWATER / / Sip, Pitch, Fast Track / / 2017

* more information can be found at:

https://people.com/food/jennifer-aniston-smartwater-spring-2017/

“This campaign celebrates the authentic role smartwater has in Jennifer Aniston’s life as she moves through both relatable and aspirational moments of progress — from fitness to fashion to dinner with friends,” Caroline Kibler, group director of smartwater said in a release.

Benefits of choosing this advertisements for ‘re-do’

Celebrity product placement - popular, recognisable face

Existing story - Jennifer Aniston and her “relatable and aspirational moments” - can re-create idea of board room meeting

5. PUBFINDER / / Flashlight / / 2013

*more information

https://www.adsoftheworld.com/media/print/guinness_the_pubfinder_flashlight

Benefits of choosing this advertisements for ‘re-do’

Potentially striking imagery - just needs a few visual/art directional adjustments to be a really effective concept

Easy to portray - ‘Pubfinder’ - does what the app says in its name, makes advertisement easier to invent communicative imagery for

References:

Fleming, O. (2012). Reebok forced to pull controversial 'Cheat On Your Girlfriend, Not Your Workout' ad campaign after public backlash. [online] Daily Mail Online. Available at: https://www.dailymail.co.uk/femail/article-2118314/Reebok-forced-pull-controversial-Cheat-On-Your-Girlfriend-Not-Your-Workout-ad-campaign-public-backlash.html [Accessed 7 Oct. 2018].

Telegraph. (2013). WPP sacks employees over Silvio Berlusconi Ford advert. [online] Available at: https://www.telegraph.co.uk/news/worldnews/silvio-berlusconi/9956561/WPP-sacks-employees-over-Silvio-Berlusconi-Ford-advert.html [Accessed 7 Oct. 2018].

BBC News. (2013). Ford sorry for Berlusconi advert. [online] Available at: https://www.bbc.co.uk/news/world-asia-india-21921139 [Accessed 7 Oct. 2018].

Chaturvedi, A. (2014). Ford’s advertising campaign-An Insight into the controversial campaign. [online] Slideshare.net. Available at: https://www.slideshare.net/adityachaturvedi980/fords-advertising-campaign [Accessed 7 Oct. 2018].

Horton, H. (2017). 'Treat your daughter for doing the washing up': Co-op under fire for 'sexist' Easter egg advert. [online] The Telegraph. Available at: https://www.telegraph.co.uk/news/2017/04/05/co-op-fire-sexist-easter-egg-advert/ [Accessed 7 Oct. 2018].

BBC News. (2017). Co-op in Easter egg advert sexism row. [online] Available at: https://www.bbc.co.uk/news/uk-england-manchester-39503373 [Accessed 7 Oct. 2018].

Olya, G. (2017). Jennifer Aniston Shares a Glimpse into Her Daily Life in New Ad Campaign. [online] PEOPLE.com. Available at: https://people.com/food/jennifer-aniston-smartwater-spring-2017/ [Accessed 7 Oct. 2018].

Adsoftheworld.com. (2013). Guinness Print Advert By Breensmith: The Pubfinder, Flashlight | Ads of the World™. [online] Available at: https://www.adsoftheworld.com/media/print/guinness_the_pubfinder_flashlight [Accessed 7 Oct. 2018].

.09.10.18

Features

They are annoucements, facts

Boring ads tend to just state the feature - they give you no other clues to why you should choose them

DRAMATISE a feature or benefit

*could be using surreal imagery

e.g feature: our concrete dries fast, benefit: you will be able to build things really quickly.

Good ads either show or say the benefit - even if it is a boring benefit you can usaully dramatise it

It informs my creative process that a good practise to start forming ideas for creating an ad may be to write down both its features and its benefits to inspire both the art and the copy.

I will practise using this method on 3 of the advertisements I would like to ‘re-do’, as well as work alongside some quick background information gathered to create a type of client profile. *I think its important to consider there values as a brand and there T.A in order to make a re-do that feels genuine (also it may be good practice for following guidelines that come from real briefs.

REEBOK //

Reebok: Textile brand, “designs, manufactures, distributes and sells fitness, running and CrossFit sportswear including clothing and footwear”. Subsidiary of Adidas. Reebok’s ethical values do state that they are “consumer focused” - they obviously fell short to fulfil this image within this “one-shot” campaign.

Feature: Reebok has high quality products, Reebok makes it difficult to cheat on your workout

Benefit: Reebok allows you to continue with your workout, pushing yourself further then when wearing other fitness textiles

THE CO-OPERATIVE //

The Co-operative: “a diverse family of retail businesses including food retail and wholesale; electrical retail; financial services; insurance services; legal services and funeralcare”. “Co-operatives are based on the values of self-help, self-responsibility, democracy, equality, equity and solidarity. In the tradition of their founders, cooperative members believe in the ethical values of honesty, openness, social responsibility and caring for others.”

Feature: Fairtrade, chocolate Pinata Egg with surprise jelly beans

Benefit: Reward your loved one with a morally ‘good egg’ that has been produced in a fair enviroment - - -

"Fair Trade means that women's work is properly valued and rewarded. Women are always paid for their contribution to the production process and are empowered in their organisations." - said a spokesperson of The Co-op talking about the ad.

FORD //

Ford: Automobile manufacturing company. “An integral part of the Ford team’s DNA is ‘people serving people.’ That’s why our global brand promise is called Go Further – we go further so you can.”.

Feature: Ford Figo: Large space compact hatch

Benefit: “Carry all your stuff around and still have plenty of space to enjoy.” “Easy drivability due to compactness and lightness of the car.” “Great fuel economy”

References:

Wikipedia. (n.d.). Reebok. [online] Available at: https://en.wikipedia.org/wiki/Reebok [Accessed 9 Oct. 2018].

Jones, S. (2017). Reebok's "Cheat On Your Girlfriend" Ad. [online] Prezi. Available at: https://prezi.com/hdtu0bijm2f5/reeboks-cheat-on-your-girlfriend-ad/ [Accessed 9 Oct. 2018].

Wikipedia. (n.d.). The Co-operative Group. [online] Available at: https://en.wikipedia.org/wiki/The_Co-operative_Group [Accessed 9 Oct. 2018].

Uk.coop. (2017). Co-operative Values and Principles | The Hive | Co-op business support. [online] Available at: https://www.uk.coop/the-hive/is-a-co-op-right-for-you/getting-started/co-op-movement/values-principles [Accessed 9 Oct. 2018].

Horton, H. (2017). 'Treat your daughter for doing the washing up': Co-op under fire for 'sexist' Easter egg advert. [online] The Telegraph. Available at: https://www.telegraph.co.uk/news/2017/04/05/co-op-fire-sexist-easter-egg-advert/ [Accessed 9 Oct. 2018].

Ford Corporate. (2018). Our Company. [online] Available at: https://corporate.ford.com/company.html [Accessed 9 Oct. 2018].

.09.10.18

BRAIN-STORM// Reebok Ad ‘Re-do’ // Assignment  1

Above are drawings and notes I created in response to the ‘feature’ and ‘benefit’ method I began earlier today. I took the information I made for Reebok and started to visualize conepts for new advertisements. The main benefit, and what the original ad tried and failed to publicize was that Reebok wear allows you to push yourself further (therefore you don’t ‘cheat’ on your workout). 

I thought about my brother Tom and how no matter the conditions or circumstance he never ‘cheats’, always going for a jog on his designated workout days. Hoildays (christmas,new year),sun,wind,snow,rain,day,night he always completes his exercise. 

I wanted to link this to Reebok’s consumer focused values (which is now being emphasized in their newest marketing angle ‘Be More Human’) and I visualized ads primarily involving people and their own stories like Tom. With this I came to the idea of “I Never Cheat” and the imagery targeting people in all conditions. This would be a great opporturnity I thought to advertise multiple items of Reebok wear as if in a campaign, a coat would involve a person in the rain, a sports bra for females pushing through the heat, etc. 

.10.10.18

PHOTOSHOP PROCESS // Reebok Ad ‘Re-do’ // Assignment  1

I started up Photoshop and began visualising and adding substance to the ideas I had for the Reebok ad ‘Re-do’. The task I set myself was a campaign, involving four different items of Reebok wear. All would include the “I Never Cheat” tag involving ‘stories’ of consumers wearing the gear and being able to take on a different ‘challenges’, being caught mid shot. (These ‘challenges’ linking back to the items of clothing themselves, i.e run in rain with Reebok jacket).

PHOTOSHOP CLIPPING *click the link to see part of my process

I gathered the images I wanted from the internet and loaded them into Photoshop. To manipulate them I first needed to select what I wanted and ‘clip’ out the background or other excess which I did’nt.

(above are the shoes featured in my Reebok shoe, 6-sheet part of the campaign)

PHOTOSHOP CLIPPING MASK *click the link to see part of my process

Having the selection I wanted I could now create a ‘clipping mask’ superimposing the image of the consumer inside of the Reebok merchandise. It looks basic above but with adjustments of colour and brightness,contrast levels I was able to manipulate it to create the moodier look I wanted. Darker colours are something I thought best for the ad as it gave a more serious tone to the “I Never Cheat” with Reebok message. It gives the empression that Reebok will provide you with the equipment you need to take on the task. Every time - reliable, good quality, complementing their customer ethics.  

.10.10.18

RESULT // Reebok Ad ‘Re-do’ // Assignment  1

I Never Cheat

Overall I am really pleased with the outcome of this Reebok ‘re-do’ ad campaign. I think that there is a strong story behind all of these images, the concept is represented clearly, as well as the brand values. The Reebok shoes and Reebok rain coat are my favourite variations. I found the trousers a challenge to position on the 6-sheet layout in a flattering way which also fit the tone of the pieces, and the sports bra shape made for a difficult time placing the text. Dispite these slight complications within the process once I understood the techical aspects behind superimposing and using Photoshop the creativity poured out more fluidly. I am proud of how the aesthetic remains throughout the entirerity of the campaign. They all look and feel part of a collection for Reebok - which I thought was one of the most important goals to remember. 

The new/re-worked tagline fits with the visuals and keeps the consumer/potential buyer motivated and feeling empowered by their choice in clothing. The black emphasises this distinct level of ‘fierceness’, and the spark of red from the Reebok logo, in small doses levels out would could have been a dull presentation. The gradient tones and the ‘glow’ that appears to emit from the product was also created to uplift an otherwise boarding on dreary mood.

*Here are some screenshots of experiment layouts 

(above I did’nt like the way that the “never” was hiding almost the product. It was fun and to play with the eraser tool and different depth of fields, and almost create a very 3-dimensional effect but it was not representing what the brand, and their consumers were saying in the ad. “Never” needed to be direct and powerful, a bold statement for Reebok wear, not in a low opacity dissappearing at the back of the shot. The image on the shoe was also a mistake, I like how the angle focuses on the feet when the product is a shoe but the element/or ‘challenge’ being conquered as rain was more fitted to the raincoat item). 

(above I found it difficult to place the text alongisde the sports bra product. I actually really liked the way that the “Never” here sat above the road superimposed in the sports bra but I felt that it didn’t fit the rest of the campaign style as that would be the only “Never” manipulated differently. The way it looks now really challenged that problem and in itself looks quite provoking and ‘in your face’). 

.10.10.18

BRAIN-STORM// Co-operative Ad ‘Re-do’ // Assignment  1

Above are some official images by the Co-op promoting their partnership with Fairtrade - I began looking at them to help stimulate imagery for a ‘Good Egg’ ad that more fittingly puts at the forefront the companies impressive values, as well as fits there (what you can see here as) hand-drawn style when it comes to Fairtrade. 

As the previous ad was so plain and inexpressive of what is the main benefit of buying one of Co-ops Fairtrade easter eggs - I really wanted to turn that around and again make it the main focus on the 6-sheet. 

Initial Sketches

As you can see my sketches are themed around Fairtrade, and I have really tried to incorporate here the feeling of easter and the chocolate taste that comes along with it. My first ideas begin with manipulating the Fairtrade logo into an egg, I actually still quite like this idea are its simple and includes what the client is selling. The problem I have with it however is that it is so simple, I thought this ad had the potential to be more experimental with its imagery. Superimposing photographs of Fairtrade farms was another concept I had, photographs of genuine Fairtrade workers is a feature that I think effectively promotes the U.S.P of Co-op as it emphasises the positive effect buying Fairtrade. Having the photograph shown within the easter egg - to bear comparison to the jelly beans and the ‘surprise’ quality of the Pinata egg would have been good to sell the specific product, but I think its overall a bit limiting creatively. Next having the workers in these photographs wear bunny ears and other easter themed material felt almost unfair to the people, just too many factors came to mind such as whether those individuals even celebrate easter etc. Manipulating their portraits too much in this context may be misconstrode as insensitive, and I do not want to create that impression of Co-op (as the original ad did to women). 

As I moved on I thought of Fairtrade being an honest transferance of produce from one source to another. “From Them to You” as a piece of copy surrounded to much as if these hard workers are seperate from us in a more economically developed area. Instead fingerprints and there being “The Mark of Fairtrade” on Co-op products felt like a much more positive approach. I combined that with the shape of eggs, so decorating the fingerprints to make them appear like classic easter eggs and that is where I felt confident enough to proceed with starting to make the idea come to life using software. 

References:

.11.10.18

ILLUSTRATOR PROCESS // Co-operative Ad ‘Re-do’ // Assignment  1

So the main points of the ad that I came up with in the brain-storm were fingerprints, transformed into easter eggs with an overall easter theme to fit the product, inclusion of Fairtrade farm photography and copy that was included in the original ad (minus the detrimental sexist implications) to promote the Co-op brand easter eggs. As a final touch for my favourite ads I wanted to include the “Mark of Fairtrade” tag that I invented to accompany the fingerprint concept - I thought I could do this in the form of a modern hashtag (which shows potential in the ad not only being a ‘one-shot’ but running as a full, maybe even viral campaign).

ASSET (GRASS) BUILDING *click the link to see part of my process

- creating the fingerprints was certainly the most pain-staking and time consuming part of the process, but afterwards I thought that the detail looked convincing. One concern I have is that the easter egg style, decoratory elements are a bit overwhelming in contrast to the intricacy of the fingerprint, but I think it just about gets away with it as the bold shapes help to flatten out the overall look. 

ASSET (PRINT PATTERN) BUILDING *click the link to see part of my process

Once I had created the fingerprint and the seperate egg embellishments I could start forming the pattern I wanted. Then I was moving and adjusting the sizes to perfect the individual look I wanted for when the fingerprints sat above the different layouts I was experimenting with on the page.    

When that was complete I was playing with layout, which involved the elements of the fingerprints, photograph of Fairtrade farm (which I stocked from the internet) as well as the all important logos and copy.

.11.10.18

RESULT // Co-operative Ad ‘Re-do’ // Assignment  1

Mark of Fairtrade

*the first two adshells are my top choices, the others shown are layouts which lead to these two decisions. 

Overall I am really happy with how the concept came out, I think the elements are well-balanced and even though a pattern is involved it seems to fit well alongside the logo(s), copy and photograph. This was something I was quite pernickety about, particurally the placement and size of the easter egg fingerprints, so it is rewarding seeing that the outcome is again well-balanced. Sizeing again came about when I responded to some initial feedback that advised me to decrease the size of both types of logo. The first two look much better and more reserved. You can see how the larger logos feel too dominant and overpowering in the other designs.

 My favourite part of the ads is the “markofFairtrade” hashtag, put at the bottom of the page its satisfying to have the concept summarised after scrolling your eyes down the entire piece (the cherry on top, or bottom).

.13.10.18

ILLUSTRATOR PROCESS // Ford Figo Ad ‘Re-do’ // Assignment  1

In the brain-storm the main ideas that I was excited to pursue were, a room inside of the Ford Figo trunk to portray (how it is so big while travelling you can practically carry all of your belongings for convenient use with you). As well as this another idea was more of a collection of items to display how these could also neatly hit inside the trunk. They would be referencing hoilday items, mainly useless ones (suggesting how it has so much space that there is no longer a need to decifer whats nessacary and what is not).  

I definetly think that my ideas are subject to change and development for this Ford ad. I am not as clear on what I want to do as much as I was for The Co-op and the Reebok ‘re-do’s’. There are quite a few techincal challenges I am facing for this one, the original was illustrated in a caricature style which pushes me towards a hand-drawn, cartoon style. It will take longer to do this as I am not the most skilled artist. I am motivated however to mould the process into something I can handle and maybe even learn a few more software skills on the way.

I used the site Pinterest to find inspiration for the room inside of the trunk. I wanted it to be messy, possibly a childrens room (would make relatable context for adults who also desire more trunk space for kid’s items as busy parents) as to almost suggest the overwhelming nature of choosing what to take with you and what not, and therefore imply how the large trunk space feature makes this and similar situations much more effortless. Because ultimately that is what we search for in a product, one that makes life easier to manage so we can focus on ‘going further’ as Ford says. 

I spent a long time mocking up, drawing and even colouring these worlds I was creating inside of the Figo trunk. I would agree that the imagery does tell the audience that yes the space is big, but this idea generally was just feeling quite weak to me, probably because my drawings were not up to the standards I wanted them to be. 

What was slightly frustrating is that I had/still have the idea so clearly pictured in my mind, and even when experimenting with found images of the same style I wanted it showed potential. *(Above you can see one of the most accurate mock-ups/representations I made by mashing-up two images I felt inspired by).

I decided what would be the most postive action to take would be to attempt another idea I had in mind for the re-do in the meantime. It played with the collection of items, showing actual luggage/packed bags and less abstractly referrng to the convenient travel using the Figo’s trunk allows the consumer (upselling the U.S.P).

I littered my Pinterest inspiration boards with images of collected objects in a illustrated style, one that I hoped would bring-about this homey sense of family vacation nostalgia (simlar to how I intended to utilize a hand-drawn style for my ‘trunk world’ concept, targetting travellers with/or large families and busy parents). There was an added touch of humour when I went on to read an article on ‘What NOT to pack when travelling’. It did not include some of the more obscure and silly items I listed (on the outer rim of my Illustrator document for quick and easy access), but that was something I thought would bring people in more with contrasting imagery (e.g fridge, tv aerial, bookshelf). But still I think it quite effectively portrays that the U.S.P relieves the trouble of having to decide what to take and what not, because of its convenient size.

From the ‘What NOT to pack when travelling’ article there was a direct link to another on  ‘The world's greatest road trips’. This lead me into thinking about destinations and travel locations again (from my City of Troy and Paris comics), and ultimately reminding the audience of Ford’s wider vision to “Go Further”. Quite quickly I jumped into developing an interest into involving European hotspots and areas you could actually drive in/around on the ad. I don’t know if this was honestly the best idea to skip ahead, but these types of visual shapes and images stimulated my creative process. Also, quite importantly I knew a way of involving destinations, such a London, Paris, Berlin and Amsterdam in a sleek and moderatly fashionable way using flat vector art (which I was confident in drawing versus an embellished illustrated style). This is not to say I was’nt and won’t still go back to my previous potentials, but I was simply enjoying not having to look at art styles and going along with my own interpretations.

Black and white, minimalist linework. From what I have read the classic aesthetic of advertising “is an exercise in techniques of compression and composition” and “to convey a large amount of information in a short period of time” (McStay 2013). So maybe this idea is more applicable to the short attention spans of the consumers, and argues that this is a more effective portrayl in comparison to the previous more detailed idea of ‘collections’. 

I continued working on the different elements and layout coming closer to what I was happy with.

MAPS AND BAGS *click the link to see part of my process

PAN & ZOOM *click the link to see part of my process

GRADIENTS *click the link to see part of my process

The choice of a gradient was to experiment with adding more depth and dimension to the ads visuals. I thought it may make the imagery more interesting, and with the of map and luggage I thought it gave the impression that your problems of planning and packing were ‘fading away’. It was thought to bring focus back to the most important feature of travelling, the experience of the destination (which remained in a solid black stroke).

This same solid black icon(s) of the destinations changed dramatically as I had the idea of merging them all together for the convenience of creating one main adshell or 6-sheet. I wanted to bring it all back the the Figo in this horizontal formation I was constructing, map (planning the getaway), packing (preperation before the getaway), the destination (the getaway), and then the vehicle, which makes it all possible. The colours were of course also inspired by the Figo, and I think the convergence of all the locations mixes well with the complimenting colours and states that this car can “Go Further” and take you anywhere you want to go. Actually one of my favourite aspects here is how the eyes pan down to the realistic car, the contrast in imagery is quite exciting and gives a nice shift, just at the right moment from the flat elements.  

References:

STURGIS, I. (2015). What NOT to pack when travelling. [online] Dailymail.co.uk. Available at: https://www.dailymail.co.uk/travel/travel_news/article-3057556/Items-not-pack-holiday.html [Accessed 13 Oct. 2018].

Rough Guides. (2013). The world's greatest road trips - Rough Guides. [online] Available at: https://www.roughguides.com/gallery/worlds-greatest-road-trips/ [Accessed 13 Oct. 2018].

.13.10.18

PHASE 1 // flat black stroke, “Go”

First addition of copy. Simply stated but maybe a bit too cliche and predictable. The one word does have an appealing effect as it disolves the information from the map on the top and returns to a minimalist state (formation starts slim, spreads out, slimmer, slim again). Fullstop too much? Or just enough to say this is who we are as a brand, and have confidence in our values. “Go Further”, and why not now?

.13.10.18

PHASE 2 // gradient, flat multi coloured cityscape, “Fi Go”

Variations of different gradients and gradient opacities. The last two options are certainly far too light and would not work if the ads were printed big and in more challenging situations (high billboard, motorway while driving). I am a fan of the first option and the opacity fades nicely, not too much, and keeping the outer lines darker makes the luggage and map much more visible.

The new slug “Fi Go” maybe too much of an overlap. The overlap works well with the city scape and creates an interesting element to play with and deconstruct (but not so much that it is a tiresome task to ask the spectator) - “Fi Go” is not as effective in comparison. Text feels cluttered, even with the fading gradient. 

I am torn between the two first choices in regards to the presentation of the luggage bags and map. Gradient has more of a motif behind it (your issues ‘fading away’ to allow for the experience and Ford’s values of ‘going further’) but the grey, unfilled stroke lines bring simplicity and are easier on the eyes. It is to note however that the gradient may add more clarity as the darker range brings more shapeliness to the different elements (the bags, sizes and characteristics). 

.13.10.18

RESULT // Ford Figo Ad ‘Re-do’ // Assignment  1

3 variations. One with a solid grey luggage set, and two that simply change the colour of there “go” copy to show slight variation in what could be included in the campaign. I would not change much of the look for the sake of variation, as this quick change is just enough to capture attention. This said the copy in general, including the “Fi” beginning is good, represents the name and the essence of the product in a memorable way. The gradient on the text looks good and I hoped it to bring a sense of ‘effortlessness’ to the vehicle and suggest the way it runs being the same. My friend in the visual arts really helped me come up with this outcome for the copy in particular by showing me an example of something he saw online. He gave some really fantastic points and this style/layout is one I will really keep in mind for feature projects. “The Ful bit (Fulham) is in red and the Force bit is in another colour, but they’re clearly the same word but two words in it”. “Maybe it’s cuz it’s al caps? Maybe it’s because it’s more readable as it’s next to each other? Maybe it’s cuz the words are next to one another”. 

I find it difficult to discern whether I like the gradient fill or not for the luggage so I have included a version without and two versions with (alongside different colour text). I asked the opinion of the same friend and they assisted me in the level of the gradients hardness to try and better the ‘viewer experience’. This involved adjusting the gradient level “Have you tried starting the gradient a bit lower on the picture?” - which worked better in involving more of the luddage bags making it clearer to what it was. As well as this they questioned me on the faintness of the gradient in general from earlier and pushed me towards really thinking about where this ad would be published “If it’s a bus stop you could probably get away with it being fainter but yea, just gotta consider how readable it is from meters away”. 

The outcome is what you can see above, much like my previous ad ‘re-dos’ I think the next step, as with all of there development is seeking reactions for more friends, peers and people generally ‘in the know’ for advice on what is the most effective form of presentation. In speaking about this campaign in particular I may even go back and try to develop some of the earlier ideas I had, because I still think that those concepts had strenght to them and should have at least been trialed and tested in the flaws further. 

UPDATE

I prefer the solid grey luggage, so have decided to choose that design as my final.  

References:

Fabry, K. (2018). If you have a moment?. [email]. 

.16.10.18

BRAIN-STORM// McDonald’s  Salads // Assignment  2

I started to research McDonalds and there style of advertising. For Assignment 2 we are looking at 48 sheets and adshells, so print, and not their well-known television commercials is what I focused on. The colours, bold and representing of the brand. The imagery minimal, visual trickery is a statement of the majority of there ads.

I read ‘McDonald's Admits The Truth About Its Salads on HuffPost UK’ when researching the popularity and current advertisement campaigns out in the world for McDonald’s salads (which were quite sparse). HuffPost had a really interesting fact that said that McDonalds salads “only take up 2 to 3 percent of sales” - and from this I was inspired to compose an advertisement that ‘dramatises’ the benefits of being individual and choosing the healthier alternative when buying from McDonalds. I thought the angle was more unique then dramatising the weight loss effects etc from eating the McDonalds salad.  

X rays of healthy guts (filled with appetising salad), and then starting to think about how to visually portray the percentage of salad eaters from McDonalds. A typical ‘Hipster’, complete with scalf and glasses may of been a fun and ‘relatable’ (acknowledged social groups/classes) to show. I like the idea of using people, linking back that sense of individuality maybe in a humourous way.   

I began to picture the percentage being shown in the form of a deconstructed hamburger. Everything that can be used as a topping, to represent all the different types of customers McDonalds has, with ettuce at the bottom or middle as the main feature. The lettuce of course represents the salad eaters, and in comparison to everything else in the bun it displays how small in comparison that group of consumers are within the brand.

References:

Bradford, H. (2013). McDonald's Admits The Truth About Its Salads. [online] HuffPost UK. Available at: https://www.huffingtonpost.co.uk/entry/mcdonalds-salads-sales_n_3355068?guccounter=1&guce_referrer_us=aHR0cHM6Ly93d3cuZ29vZ2x

lLmNvLnVrLw&guce_referrer_cs=-qHinrHs4777Q1Fr0MJq_Q 

.17.10.18

PHOTOSHOP PROCESS // McDonalds Salads // Assignment  2

Making the deconstructed burger was actually a moderately straight-forward process. The repeatition of using the same tools, clipping mask, pen tool in particular really helped me to develop my understanding of how this ‘cutting and sticking’ process worked using software. It’s a really useful skill to know for now, and for later as I bring together found imagery to form an ad idea. So far I have had a lot of great practice using these tools in the ad. I found all of my images from the official McDonalds website, and then seperated the ingredients as shown below.  

CLIPPING *click the link to see part of my process

MAKING MASKS *click the link to see part of my process

BLURRING FOR SMOOTHER GRADIENT *click the link to see part of my process

From the black background I am now trying the classic McDonalds red which is used within the majority of there print material. My goal is to in a lot of ways make this advertisement feel as if it could legitimately be used for McDonalds, I find specific stylistic choices as the colour and clean,minimal composition helps complete this.

Although a black background allows me to get away with more, as the gradient and corners of the clipped ingredients nearly ‘fade away’ red so far feels a lot more loyal to the brands theme.

The percentage of salad eaters is represented through this lettuce topping. I am experimenting with opacity levels to bring this connection further forward as the leafy greens becomes the most visible item on the page. I imagine short piece(s) of copy to bring more context to this and complete the communication of the information (2 -3% salad eaters).

I am cautious about how this ad ‘dramatises’ the benefits of using or the downside of not using the product. I think as I am so close to finishing once I have completed the full piece and am happy with the composition then I will re-consider its power of dramatisation. I may possibly adjust the ad or bounce it off of other ideas to help fulfill the assignment criteria.  

I thought that the ad looked too flat, and that a gradient, with light illuminating from the lettuce leaf could draw the viewers attention more towards the lettuce and the McDonalds salads being promoted (which works better paired with a lower gradient on the other burger parts). 

The gradient fits with the style of McDonald’s material. I searched on the internet to find examples of exactly how dark the let there gradient go. I didn’t want this ad to look out of place, darker and dimmer in comparison to there others. 

“Any McDonald’s salad only makes up for 2 - 3% of our annual sales. Break the status quo and treat yourself to one of our delicious salads in store today.” - I wanted the text to be simple, and I think it summarises well my intention for what they ad was supposed to convey in its message. Is it too plain? Does it mix with the visuals well enough? I will reflect on these type of questions once the design is complete.

This screenshot shows how the bottom of the ad acts as the main, most important segment. The logo, the copy, the lettuce, all combine to create what this ad and idea behind it was meant to be. Thinking about the layout and where this adshell will be placed I consider the visibilty of the text and how it would work in conjunction to the enviroment it is plastered in. At a bus stop would people be able to easily read this copy next to their feet?

References:

Bradford, H. (2013). McDonald's Admits The Truth About Its Salads. [online] HuffPost UK. Available at: https://www.huffingtonpost.co.uk/entry/mcdonalds-salads-sales_n_3355068?guccounter=1&guce_referrer_us=aHR0cHM6

Ly93d3cuZ29vZ2xlLmNvLnVrLw&guce_referrer_cs=-qHinrHs4777Q1Fr0MJq_Q [Accessed 16 Oct. 2018].

.20.10.18

RESULT // McDonalds Salads // Assignment  2

In Adshell dimensions the deconstructed burger suits ‘coming apart’ vertically - I like the way that our eyes move down the page and to the bottom, to find the main information, the lettuce leaf, copy and McDonalds logo. The gradient is handy in completing this sense of ‘directing the spectator’ as it highlights and focuses our attention on the salad/green. 

The gradient effect works equally as well in the 48 sheet experiment, aiming us to the middle of the piece. Because of this I have also placed the copy and the logo close to the light at the bottom. 

What made me want to create a 48 sheet as well was because I felt as my first attempt, with the single lettuce leaf was not showcasing the actual McDonald’s salad enough. Without an image, although that lettuce leaf looked fresh it didn’t really make you feel appetised. For the 48 sheet I photoshopped an image of the salad from their website and included it into the ad, and now the whole thing feels much more attentive towards the actual product. 

So I made two more versions of the adshell using the McDonalds salad bowls and they look much more compelling in terms of selling the product versus the single leaf attempt. They fit a lot better as a collection alongside the 48 sheet - the single lettuce leaf version doesn’t use the salad bowl, and although its good to have variation (like having the burger flipped on its side) the main product should’nt really differ as much as from a leaf to a bowl.

Now its the decision for the adshell of whether to choose the salad bowl in the middle or at the bottom. I like the motivation for why the product sits in the bottom, eyes scroll down and meet the image beside the text and logo. Still the salad bowl in the middle is possibly more aesthetic. An argument against the bowl being in the middle is that we see it in the middle of the 48 sheet. I think for this reason that my current favourite outcome is the first image, with the bowl at the bottom.