Changes from Pitch

Due to my original idea not being as thought through as it could have been, also because I was going to use many different materials, which the tutors thought would be a bad idea, I had to change my idea to something a bit better.

I therefore decided to change my idea and music to something that was more suited to the theme of my, and after showing my tutors my new idea and the fact that I was going to use the same material throughout, they said that, that idea was a better idea then my last idea, and therefore I have decided to carry on and develop my new idea.

Research into Handmade Videos

Here is some research into other different videos that look handmade, whether they be music videos or adverts.


This is a video that I was shown that uses Stop Motion animation. 'Stop-motion (also known as stop-action or frame-by-frame) is an animation technique to make a physically manipulated object appear to move on its own.' (from Wikipedia). I like this advert because the creators had used many different elements that were mentioned within the song. Therefore they had a de range of things to animate, which then allowed them to become really creative in how they incorporate those elements within the song. My favourite part of the video is when the fruit comes in and then makes a face, which then looks like it is singing along with the song.



This next video that I found when watching Television, is advertising an Amazon product called the Kindle. This video also uses Stop Motion within it, this is so it can create the animation that the creator wanted to create. The bits in this video I like is when the material is scrunched up and flattened out and made to look like different things, for example it is first made to look like a shot from a gun, then a shower curtain (like a scene from the movie Psyco) and lastly like a stage curtain.

This is another Kindle advert that I had found, using YouTube. I feel that I prefer this video to the last video, mainly because this has more to do with what I might want to do for my project, using paper. I particually like the part where the paper is scrunched in and then flattend out again to make different effetcs.

Pitch and Analysis

I had prepared my pitch, and once I had presented it, I then got my 'crit', I was told that even though my animatic and storyboard were good and detailed however my mock-ups where not ready to be shown, and if I was showing them to a client I would probably not get the job, therefore I should have given more time to making the mock-ups then for my storyboards and animatics.

Research into Different Brands of Alcohol

Using the mind maps that I had created in my sketchbook, I was able to determine 6 different brands that I could use for my projects and they are:

• Harveys
• Guinness
• Tia Maria
• Malibu
• Cremont
• Tequila

And using these drinks I will look into them closer to determine which one I would like to use.
To begin with I will be looking into Harveys.

Unfortunately there are no televised adverts for Harveys, therefore I cannot make any analysis on what they are like. However, I have found an image that I could use as a basis.

This image portrays the brewery in an old style painting like image. This may be because they might want to show that the brewery has been around for a long time and therefore the setting that the brewery is in is also old style.

Guinness:

Each of these are posters that Guinness have used to promote the drink. Each of them have a character within them that makes the campange more personalised, which then allows for people to be able to relate to them.

Here I have found 2 previous adverts that have been created for Guinness.
Each of them are different however there are some similarities, for example the catchphrase 'Good things come to those who wait.' This phrase demonstrates what people will have when they order a beer. Another common link between them is having normal, everyday people doing things that are different, one shows the evolution of man (backwards), whilst the other is a village full of people coming together to create a large version of dominos. Each of these are interesting to look at, and having looked at each of the posters and video closer I feel I could create something similar. However, I will not be choosing Guinness because their adverts (print and screen) are so widely recognised that there will be an enormous amount of pressure to keep up the standard set.

Tia Maria:
I did look into print adverts for Tia Maria however I could not find any that I could use therefore I will be only analysing the screen work.




I have chosen one of the original videos that was used to make Tia Maria a well known alcoholic brand. Using a famous model (Iman) the consumer are able to remember the drink from the advert via remembering the model. However, since that advertisement, in the 1980's, Tia Maria have not used famous people anymore, they have just continued the theme of making Tia Maria an after Dinner, sophisticated drink. However, since 2001, Tia Maria Changed their Advertising, I think because this allows for the target audience to be widen, and not just to older, and more sophisticated adults. Their advertising now to a younger audience, making the adverts more sensual and exciting, and the tag line used is 'The Dark Spirit.'

Malibu:
Here are 2 Posters that were used to advertise the product.

I feel that these are very colourful and interesting to look at. Also, due to the nature of these they look homemade.

Here are 2 videos that I have found using YouTube. Each of these use a caribbean theme, which relates to the theme and the flavour of the drink, which is coconut.
I feel that each of these videos are quite humerous, therefore if I were to create something for this brand I would have to carry on with that humerous style, as well as making making it very colourful.

Cremont:
Unfortunately due to the lack of knowledge people rarely know what Cremont is. Cremont is basically like Champagne, however it is from a different region (burgundy). And therefore has a different name. I am unable to find any sort of advertisement, therefore I can then not analise anything. However, from my knowledge of the drink I am able to determine that it is a drink for special occassions.

Tequila: Here is a poster that was used to advertise a popular brand of Tequila. However, I recognise the branding, but I do not recognise the poster that I have got. I feel that this poster includes an old style theme of black and white, and then using a colour, which then makes the brand stand out.




Lastly I have found 2 videos that allows me to see how the advertisers advertise this brand of alcoholic drink.
The first one looks like an advert for a film, by using stills of the characters, quotes (as if from critics) and colours and greyscale. I feel that this advert is effective because it makes the advert seem personalised by grouping the types of people, that the audience would relate to.
The second video is a bit confusing, mainly because there is no clear indication into what the advert is about until quite a way into the video, and even then I cannot really undertand it properly. This is not very good, because if the audience does not understand what you are trying to sell, then you won't sell anything.

Brief - Handmade

In this assignment I have going to be asked to create a piece of design which will form a new advertising campaign of a branded alcoholic drink of my choice.

I will take the idea of starting with traditional media and use the results of my experiments with those media to create the next developmental step of my designs from handmade elements through digital manipulation to a full blown moving image advert which will be rendered as a movie for presentation to a client on a DVD and made ready for use on a smart phone or portable device. I will also create a billboard poster and full page magazine ad design as part of my advertising campaign.

Evaluation

To begin with I have found this project to be interesting and I have really enjoyed it.

I have seemed to get on well with After Effects, and I feel I have used a wide range of different effects and techniques to create my 3 animations.

I feel I have worked well given the time that we were given, and given the fact that I did not have After Effects at home, also I have used my time well, getting everything done before the deadline day. Which allowed me to come in earlier, and finesse my work, before my 'Crit' Session.

In regards to my animations, I am very happy with all three of them, this is because I have worked hard on them to make sure they match the brief, to the best of my ability.

I also like the fact that they all have similar types of music (objects making the sounds), this is because I was able to use a range of different techniques to make them different and original.

My Varese Animation

Here is my third finished animation, which I have again rendered into a Quick Time movie.

I feel that the colour scheme of this idea work because the music is from the 1920's and therefore the films would be in black and white, so I wanted to emulate that. Moreover, I wanted to make one of animations different from the others and I felt that I have achieved that.

The movements of this animation are flowy and simple because the music is fairly simple and flowy, however, there are places where the music is a bit choppy and thereofre I have used choppy movements.

I feel that this animation works well with the theme of the music that I have chosen.

The principles that I have used are:

• Speed of Change
• Timing
• Arcs
• Motion Blur
• Squash and Stretch
• Motivation/Anticipation
• Follow Through
• Overlapping Actions
• Staging/Exaggeration