Final Project & Portfolio 40%

The Brief
Advertising Campaign (Part 2): Art Direction
Duration of Assignment
3 Weeks (Briefing on Week 4)
DEADLINE
Week 6 & 7 (8th Feb 2017)

Description
The student now has the task of developing an Advertising Campaign – a total of 3 ads across different/same media – for the Playsafe Condom Brand, and its Air Ultra Thin product. 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 part 2 of the advertising campaign, the focus is on the students ability to translate the creative idea into concepts that are well art directed and crafted ad. campaign, taking into consideration the target audience, media and the socio-cultural factors.

The brand: Playsafe Condoms
The product: Air Ultra Thin (See figure 1.)
SMP/USP: Extremely thin condom for extra sensitivity
Target Audience: Gen Y.

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, etc.) documented chronologically in the A4 Clear Sheet folder. The works must be labelled and dated.
2. All gathered information (failures, successes, epiphanies, sketches, visual research, screen grabs, websites, images, etc.) documented chronologically in the eportfolio cummulatively, for the duration of the project.
3. A3 print outs of the individual ads from the campaign and simulated print outs of what it would look like in its actual setting.

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.


Final Advertisement Campaign

Mockup of advert of Facebook

1200x628

Mockup advert for Twitter

1200x640

Mockup of advert on Instagram

1200x1200

Third Draft

Twitter Advert

Instagram Advert

Facebook Advert

Second Draft

Figure 1

Figure 2

Figure 3

Figure 4

First Draft

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

---

Feedback:

Labelling and dating was moderately present – some items were wrongly labeled and some items were misplaced. Presentation of artwork was weak and logos were missing or unfinished. The application of the idea was weak, simply because the idea itself was poor. It displayed a certain lack of type sensibility and aesthetic sense.


Reflection:

Generating the idea for the final project was hard and it took a bit of time. Although I got the concept early on but to make sure the audience understand the visual was a challenge. I experienced a different way of asking people for opinions as i had to as people that i did not know and many other strangers. I observed that with their feedback and input it really helped understand what the audience was looking at and what draws their attention. After receiving several feedbacks from friends and the target audience together with the help of Mr Vinod, I now understand the point of advertising and how to create visuals that may attract more customers from the particulate brand or product. In a nutshell, Advertising is important to sell a product or even to create awareness. Sometimes when creating a visual for it, it is not necessarily have to be good looking but the main point is to create an impact to the views. If it doesnt have an impact then its pointless.