Sarah

Digital Advertising & Design

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Brief: Provoke 4

In today’s session I talked to Steve briefly and he suggested to make the ad about promoting a service offering surgery in school similar to other programs that are in school like fitness, health check up, informing about other topics etc.. In class I researched more about the topic.

Often the question raises “where a parent draws a line?”

It seems very extreme for a person who isn’t even finished developing to make permanent changes to their physical appearance. Though a lot of parents allow “cosmetic changes” like dental interventions to pin back ears etc. as these seem less drastic. 

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Brief: Provoke 3

When I went home I decided to chose a topic that has to do with social media. I chose the unattainable standards that are being portrayed on social media, making a lot of kids and teenagers insecure and resort to plastic surgery (photoshop, cosmetics etc..). I think it is generally considered bad for kids to feel that way when they should not worry about that stuff. As I also browse social media famous people like the Kadarshians that altered their body through surgery promote this kind of exterior as a goal to be pretty. So to provoke a reaction and also start a conversation I thought I should obviously go against the common opinion. This would be: promoting surgery etc.. as a desirable thing for the youth.

My first idea started with a really famous meme that has been done in thousand ways. It’s the starter pack/kit meme, which shows basically the characteristics things you need to have/do in order to be part of this typical group of people. 

So I thought you could make an advertisement that would try to sell a kit/pack as a product. In this case it would be a “how-to-finally-become-pretty” starter kit. This kit would then insinuate that you need surgery etc.. When thinking of how you could show this visually I have a mood board for my first inspo:

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Brief: Provoke 2

- online dating... --> tinder..love at first sight..not superficial - dancing ... white people cant dance - food --> diverse food habits pineapple on pizza,

- feminazis/feminism

- friendzone is real! friendzone is not real! - vegan hate technoligy--> social media --> data missuse, no privacy, selling of data -instagramm --> everybody on instagram looks the same - new beauty --> kylie jenner, kardashian what is real beauty? fake? : product:  the finally-I-can-be-prettey-kit

- Sex ai --> first brothel to be opened - life in a handicapped, london is relly difficult, as a person in a weelchair... - assisted suicide? --> - millenails, --> not hard working

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Brief: Provoke 1

social media content and interaction Provoke - paid, owned, earned paid,--> sponsored snapchat filter, endorsedproducts, insta ads

-owned--> any massagethat goes through the media channels depending on the database and the size you reach a lot of people - return of investement: roy -- e-mail

- earned --> people talking about it 1 sentence idea can be covered by the press ( headline )

they are all interconective

sponsored,

product placement - has been always there but some ideas andexecution are

Provoke:

creating contet that expresses an opinion in oppisition to aprevailing idea or entitity

Tibor Kalman ( benetton) oli toscani ( photograpgher) la fabrica

there was no way to interact with the ads and respond to it--> got a lot of covarage through his account and the brand ( owned )

no spend media but a lot of media coverage people burning shoe, memes being created

to cover thatmuch and reach that many people would cost a lot but through a provocation it made a lot of buzz and covered al lot of ground

Whopper Sacrifice CPMB  ( agency )

Reaction to the campaign - once fb was pissed off and got into the news - fb banned it --> more media

creative Couple

spanish illustrartor louis quille

adbusters

supreme- no traditional advertising

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13.

As already mentioned we thought that there should be consistency in the visual language so we decided to create filters with the same look. Black and white people ( which would be then the people using the filter)  mixed with the colorful spiral background and other cut out objects hinting different activities. Lidia created these different filters. Which the could be shown and streamed on the big screen at the o2.

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12.

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11. Developement

speed 0.75

We all were experimenting and then sabrina showed us her part which we all really liked and then took over to create consistency in our animations. Thats why we all used a colored background with white geographic figures and black and white cut outs of people with black and white lines and the then the spiral. This created a visual language that was then easily transferable to all the other parts of the campaign.

After that we planed the structure of the video consisting of 4 parts, starting with the intro then the path with the humans, the transition with the the spiral and lastly ending with the ravensbourne & o2 copy.

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10. Inspiration

I found this italian artist named Luca Manini who is a collage and gif artist whose theme is fashion. He does really cool pieces using cut outs from fashion magazines combining with body parts in a surreal way. Here are some examples of his work:

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Inspiration

Some inspiration I found with bright colours in contrast with black and white collaging.

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8. Re-developement

This is our main inspiration for our project. This was created by Lucy dyson she does amazing digital and physical collages incombination with music.

We started to think what parts should be included. SO we decided to make a mixture of graphic colors and shapes combined with black and white collage/ cut outs in order to create a contrast and make it less confusing. The whole video revolves around the center point with a continuous zoom in or objects moving around it. We thought to take this aspect in our videos as well to make it easier to follow.

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7. Presentation and Rethinking

Today was the presentation to the o2 people as well as to moving brand and the feedback helped as a lot to regain an objective view. We realized how we got lost in just creating this memory factory in cinema4d and started to get stuck in how to make the physical machine relateble to the people and visitors of the o2.  I think that is when we really realized that we were on the wrong track on how to bring the concept of a memory factory in an exciting way to the people

After we decided to scrap the visualization of the concept we brain stormed. And started to go back what the concept and the basic of what our idea was. So everybody tried to forget everything we thought until now so I thought to create this uncertainty and secrecy around the memory factory. Not really revealing how the factory looks like  and thus creating curiosity and leaving it up to the imagination of the people.  

The idea on how we could create this was the facial expressions filled with suprise and excitement combined with them looking through the “entrance”. And also maybe lights and shadows reflecting on their faces etc.. hinting some activities...

Lastly after coming up with several raw ideas we went back to one of our first visualizations of the memory factory: with collaging inspired with retro surrealism. I think this part makes it really interesting since it gives us infinite possibilities and combinations to create.

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6. Creating visual design

In the next weeks we will develop our memory factory further by implementing changes. We decided our colour pallete today and looked for visual inspiration to continue with the visualisation.

While going through cinema4d posts on instagram, we found 2 different creator whose visual language are somehow similar to what we imagine our memory factory to be.

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5. Further experimenting

I tried to get more comfortable with cinema 4d and started experimenting like creating these 2 animations.

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4. Designing Memory factory

We decided to still go with a realistic animation of the memory factory and not a 2 dimensional one as we were thinking it suits more the o2. These are some first result with cinema 4d and trying out to show the sequence of the memory factory. I was trying to get a familiar with the program, on how to create a looping, the materials and textures

These are very raw drafts and we will try to improve everything. We have something similar to this finished design in mind

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3. chosen route

So we decided to go with the memory factory route which we all felt to attracted to the most.

With this route we had a lot of visual exploration and looked at several artists like for example: terry gilliam fantastic machine, christian boltanski, Andy shauf etc.. This is amix of different inspiration:

In the end we decided to go with a physical representation of a memory factory. So we started thinking about what exactly should the process be. We came up with the following  sequence of 3 steps. Starting with a desire and then actually experiencing it and then the experience resulting into a memory. The next step then was how exactly do we want the machine to look like and how to represent the different steps and what style of design to choose. These are some drafts of the memory factory we came up with.

After thinking about it we decided to visualize it like in the last sketch. As we think this way it seems more fun and dynamic and not as dull as in those metallic crazy machines. 

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2. Further developement

For the tribe route the first thing that came into our minds was the different tribal tattos and signs which actually also in real tribes represent and show which tribe you belong to.  For the visualization of this route it could be following scenario: When thinking about those signs we remembered neon body painting which is often done at partys. I thought that then the scene could be like: A person is in their bedroom ready to go to sleep and then when they turn off the bed light they realize that they have this glowing sign on their body. Confused by it and hearing/seeing lights and sound from outside the look outside and see a crowd of people with glowing body signs  This part is more inspired by the Follow the rabbit ad where the person then goes and joins the crowd leading to the o2 or rather their tribal “tent” ( similarities in the appearance of the o2 and a tent)

For the second route of 6 senses(5+1) we thought it should be extrasensual. But how should it visually look like?  So creating a video that has bright colours, flashy lights, high saturation, fast cuts(editing), vibrations etc all combined to create this overwhelming experience which the o2 is.

This made me think of an advertisement thats used to be in the television all the time when I was young. It was about 5gum also hinting the senses: It starts with “how it feels to chew fivegum” and then the video,ends with their copy “ stimulate your senses “. This has also some paralles with our idea. 

They had different ads for different taste of their chewing gums. This could be one way on how to realize the overwhelming of senses. The huge exaggerations of the senses play the biggest part in it. How exactly to create this in a good way is still something we are unsure about