So far in my visual journal, I have created a lot of imagery using warm colours like orange. Admittedly, I had no reason for using these colours, other than i like the colour and the twee, inviting quality it brings to my work. However, from researching and looking at Calvino's background and upbringing in San Remo, I have found many images that resonate with my preconceived ideas of italian towns, which generate a certain warmth, mainly emphasised by the colour of the architecture.
Selection of images of 'San Remo' from Google Images.
Some colours I have been thinking about based on my research are warm yellows and deep navy blues. I think this combination of colours would work perfectly for my 2 colour theme throughout my work as it maintains a warmth, however i think that the dark blue has connotations of science, which links to Calvino's upbringing around botany and science. These are not final, however I intend to start experimenting in my sketchbook using these colours.
John Lewis - Man On The Moon ad Good example of cross platform campaign #manonthemoon
Many of John Lewis' adverts often contain a message that is conveyed through a narrative, with a beginning, middle and end. A formula that is used yearly that has proven to be effective. The use of narrative promotes a reaction, positive or negative, thus making the viewer interact with the brand. 3 Levels Of Narrative Protagonist faces Antagonist Overcoming Fears Born Anew The storytelling animal - how stories make us human A book that outlines an argument how stories have real power to hold human attention and shape our thinking. Cave Of Forgotten Dreams - W. Herzog Ambiguity - starts audience's imagination. Boy foot print and wolf foot print.
Task - Narrative for your chosen brand?
For my collaborative project, I am really interested in the Desperados brief because of my interest in branding and advertising. The brief creates a sense of an opportunity to create exciting, lively and fresh work for the target audience of young urbanites.
- The Desperados brand, after watching various existing advertisements, is quite lively and young, with the tag line of 'break through to the other side'.
- "Desperados is a unique brand, positioned between beer and spirits", higher than average alcohol content, hints that target audience are people that use drink in order to have a good time. To give the consumer what they need, to fuel them.
- There is alot of excitement and energy surrounding the brand, a large sense of 'party' is created.
- The main emotion is excitement.
- Narrative ideas?
A wrestler (keeping to the mexican aesthetic) loses his energy and loses fight, becomes miserable and stops fighting, discovers desperados and drinks one, fights and wins.
Although it may confuse the audience into thinking that it's an energy drink, the message is that the desperados gives him the fuel he needs to pursue what he loves.
I will look into the desperados brand in greater detail when I start my collaborative process.
Before entering competitions/working for clients - consider if you agree with the ethics of the brand? Age, Audience, Lifestyle, Political, Ethical and Moral issues? What are the tech specs? size? deadline? budget? Rights???? - Do you retain the rights to your original artwork once it has been submitted?
James Webb Young - 5 Step model of creative process: - Gather as much info on the problem. Read, underline, ask questions, visit the factory. - Take the information and wrestle with it, work it over in your mind. - Take a step back and let your subconscious mind deal with it. - The birth of an idea - Evaluating the success of the idea. Dan Wieden suggests that branding is about humanising products. All brands have a set of core values that appeal to human nature, that we can develop relationships with. "If it isn't human, it's not worth shit" User Experience - Refers to a range of media, droppings pictures on twitter, viral videos, web banners, how do you create a vibe/buzz about your product? Example: Chipotle, Cultivate a better world experience:
The Scarecrow
Really powerful film to accompany an online game, to encourage viewers to eat eco friendlier and eat at Chipotle. use of major and minor keys in the music are an aspect that make this film so effective. Think about sound. - Solving problems - Think Laterally - Ask questions Useful contextual references: - VW Snowplow ad - Absolut blank - the start of creativity (doesn't mention the word 'vodka' or 'drinking' once)
In order to gain inspiration and start thinking about sounds and music for my animated sting, I was recommended to create a playlist to listen to whilst creating work. I used spotify to put together my playlist based around Italo's life and work. Alot of my playlist is traditional italian music relating to his upbringing, with some italian Cafe music, which I imagined him to hear if he was sat in a cafe writing. I think this will really help me to get inspiration for colours and imagery.
