UNIT 15 CTM Dmitry Vladimirov

Monday 27 April 2015

Print-Based advertisement as part of a campaign - P5

Final product.

Picture 1.

Picture 2.

Picture 3.

Client response/feedback:

This feedback have given me so much information that i have to take in account as it is really important I satisfy the client as the whole job is based around his opinion. Therefore, I have done some massive changes to my final project, which have made the final peace look better and more continuous and finished. Therefore, this feedback helped me a lot to finalise my project.

Summary

1) The main idea of the feedback was to change the name of the product. Originally it was called:" Estragon" which have been named for a special asian leafs that have been used to create a refreshing drink, but after a long discussion with the client we have decided to change it to a "Sofiz" as the name was created by mixing 2 words that sinonims our drink which are "Soft" and "Fizzy" drink.

2) In the same time, we have been thinking on the strap line, which will motivate people to buy the specific product. The main idea was " Get Fizzical" but after some discussions, we came up with "Elevate your performance" which we think is the best for the energy drink like ours.

3) At that time, we have discussed the design of the bottle, and agreed that client likes the design as it makes the bottle "Stand out" , but the issue that have been mentioned, was the look of the name. The label have to be with a great font style, as the drink will stand out, which makes the drink unique. Therefore, I have thought of the design and we have agreed the specific design which is that one:

4) The original Idea was to create the advertisement like this one.

Step 1.

As you can see the main change from my final one is that the line "Sofiz - new energy drink" is a like a strap line that goes along the bottom of the campaign. The client have decided that he would like this to be changed and it was changed to make the final project.

5)The original design of the campaign has been decided to be changed as it is not will be a part of a campaign, therefore, I haven't used this design:

Production plans with timescale & budget for final ideas - P4 (b)

Budget.

Print advertisement launch dates.

This is a production plan for my print based campaign and this production had to match with a production plan for my TV advert as this is the same campaign.

Launch date is for a print advert is 15/ 04/ 2015.

Production Plan.

The shooting schedule was essential for my project as I was suppose to make all my actors come in the same time. Therefore, this table have made my life a lot easier, as I wasn't sure how to organise all of mine models to come in the same time. Therefore, I have created this chart, shown it to them and this have made my progress a lot better.

Recce sheet.

This is one of the recce forms which I have done before taking a shots in the studio. In order to make this photo shot successful, I was suppose to finish this recce sheet, as it made me be focused on what am I doing and if i am doing it right.

The photos that we are planning to be taken on the Kent College Rugby field. There are some pictures of this location: Kent College, Canterbury. In the same time, as I am doing a cover photos for the magazine, I will have to do it indoor, as it is really hard to set the right equipment without the hazards for the actual actors. Therefore, I have decided on creating this space in the Kent College Media room, so there will be a plenty of room to work, with, to decrease a level of potentially hazards and protect the equipment of unexpected wind and rain which could break the equipment. I have decided to do my shooting in this place as there are some relevant opportunities for me to use such as a room with a white screen.

In the same time, I have been thinking on making some actions shots of the rugby players that will be playing rugby. This meant that I will have to do a great risk assessment as I will need to protect the equipment and the actors in the same time. In the same time, It will really dangerous to set the equipment outside during this time of the year, as the weather is unpredictable and it could start to rain. Therefore, those shots could be a potential problem for me. This is a potential location for an outdoor shooting: Kent College rugby field.

In the same time I have been planning to take some shots in the film studio (Media Classroom) as I have been planning to do some studio shots as well as the action shots on this pitch. There is a map of this potential location:

In this screenshot you can see where I am planning to be taking my final screenshots of rugby players. In side this place i will be setting the specific way of lighting the objects called: " 3 key point lighting". This will guarantee me a really high quality of raw pictures which then will help me to do the best possible editing quality. Now I will discuss it a bit more in details.

3 key lighting.

In this project we have used this way of lighting our model. There are some pictures which represent the plan of our shooting and some examples of pictures which I took:

This planning was perfect for my filming as I have managed to do some great shots with this lighting as the lights does not have a lot of shadows which allowed me to create a high quality pictures. This means that it was much easier for me to edit the pictures as there are not any shadows which might decrease the level of the picture. There are some examples of those pictures:

Sunday, 5 October 2014

Equipment, props, costume - P2(c)

As I am doing an indoor photoshoot, I am planing to use a white background which will make it easier to remove it if I will be thinking of replacing the background. The main photoshoot is a number of rugby players with a Kent College Rugby top.

3 Key point lighting.

This is a plan for my shooting:

This picture represent the rugby players operating for the shot. Those shots are representing the use of the 3 key point lighting, which allowed me to create those high quality pictures.

As I have moved the actors a bit forward and turn them sideways, I have added one more light as the shadows from the light which was on their back were making a huge amount on their faces. Therefore, this light were essential, as the picture was getting dark and the light on their back couldn't be switched off as it would create a number of shadows on their back.

From those pictures you can see that I have been using the £ key point lighting, as the I was really focused on creating a high quality pictures as in the future it will help me to edit those pictures, so the final project will have the best possible quality as possible.

Now I will explain to you which equipment I have been using during this photoshoot.

Camera - Canon 7D DSLR + Battery

Those images shows the camera Canon 7D DSLR which we have been using nearly at all the time to take those amazing shots. This camera allowed us to take different shots with the use of different lenses.

32GB Compact flash card

This flash card was always in our Canon 7D DSLR camera where the all footage have been saved. After every time we done our photoshoot, we would have to transfer the data to our laptops.

Canon 50 mm f/1.8 mf/af.

This lens is giving you a normal human eye effect. Therefore, I have been using this lens for nearly every shot I have done. There are some pictures to show those shots:

Canon 18-55mm zoom f/3.5-5.6 mf/af

I have used those lens to make some wide shots. Therefore, I haven't use it for a lot of my shots, but there were some shots there this lens was essential. There are some examples of it:

Tripod - Velbon DV6000 + carry bag

The tripod is essential part of equipment as well as camera, because tripod allowed me to steady and focus our camera so the footage will be high quality. Therefore we have made sure that we use it at all the time as the camera will not pick the high quality picture as long as it is focused and ready. There a plenty of different shots that have been done with this part of equipment.

Canon camera bag

Camera bad is essential equipment, because it protects camera in case it falls. Therefore, we have used this bad at all the time during while I have transporting the equipment from different locations.

KIT-N15-DRIVE - Ianiro Gulliver Lighting Kit

Light kit is really important peace of equipment, which is useful in dark rooms, where you can make professional lightings. I had to use it at all the time, as the actors faces were covered in shadows, but my pictures were requiring a high level of light so it is easier to edit those pictures in the future. There are some pictures of that photoshoot:

Those pictures were a rough idea of my final project.

Those ideas have been taken from the previous magazines which had some beautiful pictures with a great level of editing. This have been a great ways of presenting the product and this is definetly have made a huge difference to the product. Therefore, I have decided to do the same, as this ideas were really influential. This is the ideas of the photos that I am encouraged to do.

Presentation to client of Preproduction materials for the print-basedadvert - P4 (a)

Now I would like to show you how I have been editing my final pictures ( which effects I used and why did I do that). There are 10 main pictures that are influencing me to talk about as I think that those 10 are the best what I have done for this project. My project was to create a cover photos for the magazine which will influence to buy the it as soon as they will the man on the cover photo. Therefore, as rugby is a very violent game, I have decided to make all my photos dark and moody so the viewer will be more focused on the main objective ( player(s) ) and this dark atmosphere will hopefully create a bigger impression on him. To do this project, I have decided on using the programme called "Photoshop"

Before I would want to explain all my editing ideas and more detail, I would like to show you, how I have created my own label for all of my pictures. I have been thinking on creating something unique which might influence people to play this amazing sport. Therefore this is the actual label.

Bottle.
Step 1.

In this section I have used the picture of the bottle that I have took in order to include it into my final project.

Step 2.

I have removed the white background to make the background transparent which will allow me to use this bottle in my project.

Label.

This is the label that I have came up with as I think it is a pretty looking design which have made a difference for every single one of my pictures as it adds something bright and unique to the picture as well as makes it branded by the firm. Therefore, this design makes people buy the product as they trust these firm. Now I will show you how I have been doing this lebel.

Step 1.

In this step, I have taken the logo that I have used before for mine design and decided to make it stand out a little, as it will impact the buy more.

Step 2.

Replaced the white background with green as it is easier to work with.

Step 3.

Removed the actual logo as the design wasn't good enough.
Step 4.

Replaced the space with the colour which in mine opinion will look best.

Step 5.

Removed the green background to make the last small changes to the project and finish it.

Picture 1.

This picture is suppose to the main cover picture. The main purpose of this picture is to intimidate people to play this sport (mainly man) as this game is a rough sport which is played by many tough man. Therefore, the aksent was to focus on making this picture dark and powerful. Therefore, I have decided on doing this pictures in a close up as the gives a feel of this scary man as you can clearly see his emotions which makes you think that you are a part of this picture.

Step 1.

I took the actual picture. It is really bright, therefore I have decided on making is darker by adding a variation of different effects on it. My plan for this picture is to make the outcome dark and influensive. Therefore, this the effect I will be doing:

Step 2.

Place the picture in to the actual program " Photoshop" where I have renamed the photo to "1.1" as it is easier to look after the different effects I will be adding and my file will be well divided.

Step 3.

In this step I have added the first really important effect called " Curves". This is an important effect as it helps me to meet my overall aim - is to make my pictures darker and scarier. This effect allows me to chose the different levels of light that could be adjusted by this effect.

As you can see here, I have moved the curve slightly to the right as it decreases the level of light on the picture and this really important for me as this is my overall aim.

Step 4.

After that I have added the effect called " Hue/ Saturation". This effect allows you to change some settings on the particular picture. Therefore, on this picture I have placed Hue: +1, Situation: - 56 and Lightness: -7. I think that those settings are essential for this particular picture as it creates the moody effect that I am going for which makes it really important for my project.

Step 5.

Now I have added the effect called "Vibrance". This effect allows you to control the 2 settings which are Vibrance and Saturation. This effect smooves the picture, so it looks in the same colour throughout the picture. Therefore, It creates this dark colour that helps me to succeed my overall aim - to make the pictures look dark and influensive. Therefore, in this section my Vibrance: - 47 and Saturation: -58.

Step 6.

In this step I have added the logo and to make it stand out I have placed the effect called "outer glow" which makes the logo look more unique and to stand out in mine opinion.

Step 7.

In this step I have placed the bottle and made the same effect to it as I think it brings the the new look to this bottle and makes it shine a bit. In the second slide you can see the options for that effect.

Step 8.

On this section I have decided to make the final bit of mine project is to place the line that will motivate people to buy the product as it is new. The line is:" Sofiz new energy drink".

Picture 2.

This is a medium shot of a rugby player, that is preparing for the match. He is looking focused and scary. The picture is really powerful, but to make it stands out, I have decided to make it a little bit darker, so the viewer is focused on the player, but not on the things around him. This means that the main focus of the customer will be the player, which means that people will only buy the product if they are interested in the player as well.

Step 1.

Step 2.

Place the picture in to the actual program " Photoshop" where I have renamed the photo to "1.1" as it is easier to look after the different effects I will be adding and my file will be well divided.

Step 3.

As you can see here, I have moved the curve slightly to the right as it decreases the level of light on the picture and this really important for me as this is my overall aim.

Step 4.

Step 5.

After that I have added the effect called " Hue/ Saturation". This effect allows you to change some settings on the particular picture. Therefore, on this picture I have placed Hue: 0, Situation: - 16 and Lightness: -29. I think that those settings are essential for this particular picture as it creates the moody effect that I am going for which makes it really important for my project.

Step 6.

In this step I have been adding the special effect that is called " Gradient overlay" which makes the face of the player covered in shadows. This effect is amazing for my project as I have been thinking on how to make the face of the player more interesting, and after I have used it, it gave me the effect that I have been looking for. Therefore, in the effect settings I have put my Full Opacity to 100%.

Step 7.

This effect I haven't use a lot of times, as I was happy with my lighting settings and I didn't want to change a lot in the picture. This effect gives you an opportunity to change Cyan, Magenta, Yellow, Black. Therefore, in this section I have made those settings: Cyan: 0, Magenta:0 ,Yellow:0, Black:0.

Step 8.

In this step I have added the logo and to make it stand out I have placed the effect called "outer glow" which makes the logo look more unique and to stand out in mine opinion.

Step 9.

In this section I have added the strapline of my project which is a "Elevate your performance". This strapline, I believe, is very influential and brings the mood I have expected from this project. On this section I have decided to make the final bit of mine project is to place the line that will motivate people to buy the product as it is new.

Step 10.

Picture 7.

This photo of the front line in the scrum. Three players are looting at the opponent team to make them scare of the coming play. This is a very powerful picture, as the players are looking really focused and serious about the coming game. To make them look more powerful, I have decided to make the photo darker, so the viewer can be focused just on the players, but not the things surrounding them. Therefore, people will be looking just on the players, and this will be the main influence for them to buy the magazine.

Step 1.

Step 2.

Place the picture in to the actual program " Photoshop" where I have renamed the photo to "1.1" as it is easier to look after the different effects I will be adding and my file will be well divided.

Step 3.

As you can see here, I have moved the curve slightly to the right as it decreases the level of light on the picture and this really important for me as this is my overall aim.

Step 4.

Step 5.

After that I have added the effect called " Hue/ Saturation". This effect allows you to change some settings on the particular picture. Therefore, on this picture I have placed Hue: 0, Situation: - 16 and Lightness: -27. I think that those settings are essential for this particular picture as it creates the moody effect that I am going for which makes it really important for my project.

Step 6.

Step 7.

Step 8.

In this step I have added the logo and to make it stand out I have placed the effect called "outer glow" which makes the logo look more unique and to stand out in mine opinion.

Step 9.

Campaign message

There are a number of things I would like to talk about the product we have decided to advertise. The general idea is to advertise the product, through the energetic type of advertisement. This means that the advertisement will be scary, fast, with a huge variety of shots. Therefore, I have decided to create the commercial which advertises the different sports like Rugby, Basketball and Boxing, as I think those sports are very violent, with a huge number of action and the health hazards. Therefore, professional players do drink my product to keep them on track and ready for the next fight/game.

The actual story of the commercial is very similar to each other, as it carries the same idea, which is the player/professional is preparing for an important match by working out in the gym, running and training as much as possible and while they are doing that, he is drinking the actual product and representing the drink and the actual design. Then,each one of them is getting an injury, during the game. This injury makes him very weak, but the drink keeps him motivating. He goes through this injury with a medical help. After some time he is continues with training and with the life he had before.

Unique Selling Point ( USP )

The unique selling proposition (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor at Harvard Business School, suggested that, "Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage."The term has been used to describe one's "personal brand" in the marketplace.Today, the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.

( This information have been taken from this website: http://en.wikipedia.org/wiki/Unique_selling_proposition )

The reason for customers to buy the product is that the product that I am offering is a very high quality product that is created with the highest quality ingredients as possible. Unfortunately, drink market is the very competitive nowadays, therefore I would like differentiate myself from others by offering the highest quality as possible. Therefore, in order for people to remember the product, I have decided to focus on the taste of the product and on the design ( as I have already spoken about).

Therefore, my design is a very attractive for a customer as my primary research is showing that more than half of the people are voting for this product.

Target audience.

A target audience can be formed of people of a certain age group, gender, marital status, etc., e.g. teenagers, females, single people, etc. A combination of factors, e.g. men aged 20–30 is a common target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market and determining the target audience is one of the most important activities in marketing management. Perhaps the biggest mistake it's possible to make in targeting is trying to reach everybody and ending up appealing to no-one.

( this information have been taken from this website: http://en.wikipedia.org/wiki/Target_audience)

This commercial is focused on a mass market as other the years, Coca Cola was proposing the Christmas dinner where everyone in the family drinks " Coke" instead of alcoholic drinks. On the other hand, Coca Cola was a drink not just for a celebration purpose, focused on Cristmas. There are a huge amount of different campaigns, that shows that Coke is a normal drink which could be bought during a normal day.

Presentation to the client.

This presentation was created in order to show the main Ideas of the commercial to the client and to gain some feedback which will be used to change my rough edit which will hopefully improve the quality of the final product.