The end of the year

I have had a fricking awesome first year in Newcastle, its been good to be back. i have met some amazing people (and some i really dont like...Hannah...) :)
studying advertising has been great, ive learnt loads about new adverts and how to present and put my work forward. it was a shame when alison left (i cant believe she disliked us that much!!) but it has left us in the dark a bit, and basically been hit round the head with our PPD files!!
next year i NEED to start budgeting my money and secure a job (not just get one two days before im moving back home) and focus on my work to my full ability.
i hope everyone has a good summer

Digital skills

We had a brief encounter with an ex student (i think) called Ben who taught us some digital skills that will help us with future adverts.
we learnt about photoshop (which i already knew and am pretty confident on due to pervious courses i have done). photo retouching (again something i have done but it was helpful to have a reminder) and air brushing. i enjoyed these lessons but they were short lived as we only had about 5 :(

Essay Tip

- Harvard reference
- Bibliography
- Pictures
- Questions – why what who etc?
- Research, time/date/webpage

Beginning
- I plan to …

Middle
- Sections, who what etc…

End
- Summary (conclusion)
- Show what you found in research
- Cover a little bit of everything

KNOW FACTS, NO GENERALIZATION

Trips

Unfortunately i didn't have the opportunity to go on any of the tips this year, but i do plan on going next year.... fingers crossed :)

crafting a campaign

Crafting a campaign

- What the target audience wants
- Memorable
- Target market
- Brainstorms/research
- Original
- Eye catching
- Feel the brand
- How the consumer feels
- Characteristics of the brand
- Conveying thee message
- Proposition
- Creative thinking – inspiration
- Opinions


- Layout
- Color – emotion
- Typography
- Graphic design
- Photography

Creative team

A creative team must…

- Work in creative department
- Responsible for originating creative concepts from a brief supplied by a planner and the account team
- Usually comprise of an art director and copywriter
- Bill Burnback (created a creative team)

Need to know…
- About consumer behavior
- Various media channels
- Interrogate a product
- What else is out there

Needs to be…
- Roles are blurred
- Art director – good layouts
- Copywriter – persuasive copy

THINK…
- Good team?
- Get on, ideally
- Care about the work
- Care about being original
- Impeccable work ethic
- Completely reliable

Attributes of a good team…
- Passion
- Produce the best
- Long hours
- Don’t mind having work rejected
- Take criticism well
- Share work ethic
- Don’t blame


BB…
- Teams bring out the best in each other
- Stimulate a better standard of work
- Be different to each other
- One of each, but adapt

ART DIRECTION – WHAT THEY DO
- Final say
- Direct art
- Produces visual – enhancing the meaning
- Does more then the CW
- Maximize the visual communication
- Responsible for visual integrity of concept
- Design – House style, typography, paper
- Photography – Art buyer, models/actors, locations, stylist, the actual shoot, retouching
- Good people skills, confidence

NEVER REPEAT THE HEADLINE WITH THE VISUAL!!

AD 108 – Art ad design

Art direction and copywriting, how to use it

Philips HD ready TVs
“Sharper, clearer more vibrant pictures”
1st half = visual campaign containing strat and brand
2nd half = copy written, only words

For this campaign I also mostly worked alone (due to illness of my partner) but I feel I came up with significant amount of visuals and copies, I enjoyed working on this one but did struggle slightly with designing my final piece.
For my finial piece I wanted something impressive to show how effective the HDTV really is, I chose to do a campaign where things were coming out of the TV, not in a 3D way but in a way that shocks the viewer. For the first image I decided to do a hand coming out of the TV as if to slap someone on the face, the second was a football heading towards a man and the third a drink being poured over a girl. I felt the first and original idea was the better and strongest one and from the feedback received I think my peers felt the same. This was definitely the best feedback I have had all year although the change I should have made was to make at least one of the adverts a positive not all negative.