computer graphics & design folio 14c45842 · to pitch forward to advertise their latest shampoo...

COMPUTER GRAPHICS & DESIGN FOLIO 14C45842

“

”

To produce a low poly 3D video advertisement for a company’s new puppy shampoo.

DESIGN BRIEF

AIMS:

1) Create a 3D low poly video commercial that incorporates a special effects

sequence

2) Research similar commercials/campaigns

3) Employ elements and principles of design aesthetics that support commercial

genre

4) Demonstrate skills and understanding for 3D modelling that address the course

criteria

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4

NEEDS ANALYSIS:4

A branding marketer for a dog grooming company, requires a short 30/60sec animation

to pitch forward to advertise their latest shampoo range for puppies. To support the

company’s theme/attitude/goals, it must be a 3D modelled animation . It should

incorporate the business logo along with a product tagline to attract viewer interest. The

company seeks to gain customer interest through branding improvement with their new

shampoo line.

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PROJECT RESTRICTIONS:

Upon the commencement of my developing my major design project, there are many challenges that could potentially impact the outcome of my final folio.

Taking up Computer Graphics & Design this year for the first time, means I have

limited knowledge for 3D design. Developing an entire 3D animated commercial using

3D modelling software ‘Blender’, will be a difficult process for me as I have only started

using it since the start of the year unlike most students in the class. However in saying

this, I will draw on my strengths of art & design knowledge to help support the

creation of modelling a 3D animation.

Time will be a huge factor that will influence the final product. In balancing three other

pre-tertiary folio subjects, part-time work, and the responsibilities of being house

captain, my schedule is tight and becoming even busier as we begin third term.

Outlining and planning ahead for what should be completed each week for my major

design project, could better prepare myself for devoting quality time into this subject.

Making sure I break it up, and chip away at the project in stages (bit-by-bi)t, will

hopefully prevent any setbacks as a result of poor time management and lack of

organisation.

6 RESEARCH: Elements of a commercial - genre, strategy, themes, etc

Advertising is defined as the promotion of products and services, designed to increase interest and sales

(weebly.com, 2015). To increase interest and sales, companies seek to build/maintain identity of their brand,

introduce new services/product line to customers and/or present updated changes to original products. With

Infomercials, Public Service Announcements (PSA) and advertisements promoting charitable causes or

political campaigns, there are many strategies behind all commercials, to which include "Comparison" and

"Unique Personality Property", "Show the Need/Problem" and "Symbol, Analogy, Exaggerated

Graphic/Problem", "Demo" and "Exemplary" Formats, Testimonial" and "Parody or Borrowed" Formats, "Benefit

Causes Story" and the "Symbol, Analogy Exaggerated FX/Benefit", "Characters and Celebrity" and "Associated

User Imagery" (smallbusiness.chron.com, 2014). All advertisements fall into each of the many strategies to

support the intentions of the ad upon a target audience.

RESEARCH: Elements of a commercial - genre, strategy, themes, etc

Strategy - “Benefit causes story” or “exaggerated FX/Benefit” follows a format that directly presents the utility

of a product or service through the impact it has upon a particular cause or need (smallbusiness.chron.com,

2014). For example, a restaurant may choose to focus on happy vibes and romantic connections of people

enjoying their meals. Deodorant, perfume, cologne commercials commonly show the product in use and how it

could provoke attraction of the opposite sex - ‘self improvement’. One influence commercials have in

particular upon society is the encouragement of gender roles and differences between males and females.

Although commercials advertise products and company businesses, advertisements have the ability to draw

attention to ‘problems’ that creates a standard of ‘expectations’ upon the public. Prevalent use of male

voice-overs, convey the notion that males are more credible and authoritative than females.

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RESEARCH: Elements of a commercial - genre, strategy, themes, etc

Cosmetic commericals, further the notion of the responsibility for women to strive to be attractive figures of

beauty. For instance, an advertisement for a women's designer clothing brand may often follow a common

idea of men stopping everything to follow and admire a woman in the brand’s new clothing range. However,

selling a men’s deodorant by having crowds of women chasing after a man down the street, may not be an

appropriate method for the strategy. These advertisements showcase an exaggerated theme that enforces the

‘benefits’ of the product. Niche advertising falls into this category, for it targets a market ‘niche’ to which a

specific product focusses towards. A product of a specific market, feature and advertise key product values

that aim to satisfy the needs of the niche. Production quality, demographics and price range, and all values that

are promoted to attract interest within the niche needs.

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ADVERTISEMENT EXAMPLE #1 9

Spring-Summer

2013 Boy Chanel

Ad Campaign

ADVERTISEMENT EXAMPLE #1

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Spring-Summer 2013 Chanel Ad Campaign is a beautiful example for how gender roles

play an integral part behind the direction of advertising. The beauty of the chanel bag being

advertised is enforced and emphasised through the concept of ‘romantic interest’. The

idea of the female desire for male attraction is supported by the male model featured in

the background, appearing to be focussed on the female.

Spring-Summer 2013 Boy Chanel

Ad Campaign


Old Spice: “The Man

Your Man Could Smell

Like”

TV Advertisement 2013


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Old Spice’s “The Man Your Man Could Smell Like” 2013 TV advertisement campaign, uses

unconventional codes and conventions to the commercial genre, to which showed an

impressive effect upon audiences as a result (hootsuite.com, 2015). The video is a 33

second commercial depicts a shirtless man being immersed in front of various changing

scenes, including the bathroom, yacht, and sitting on a horse. The product ‘Old Spice’s

body wash’ being advertised was captured the audience's attention through addressing

societal issues in present day context. The actor represents the media’s expectation of a

‘woman’s perfect man’, the advertisement is a comedic clip that plays on the materialistic

‘needs’ that fill the stereotype.

Old Spice: ‘The Man Your Man Could Smell

Like’ TV Advertisement 2013

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This advertisement is notable for the way

in which it demonstrates an ability to

successfully pull audiences in, through

unique methods. The commercial avoided

all conventional marketing practises,

provoking the crowd attention.

The campaign created attention for it didn’t

follow the usual standards for a men’s ad;

- Rather than targeting males for a male

product, it targeted females.

- Instead of creating a ‘real life’ situation, it

focused on an unrealistic fantasy situation

- Wasn’t easy to follow, forcing viewers to watch

several times before grasping an idea of what’s

going on.

- ”I’m on a horse” was the tagline used at the

end of the advertisement, which had no

relevance to the product at all

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This is an interesting notion, for sometimes doing the outrageous, and

disregarding the norm, can be either beneficial or detrimental to the

success of anything you do. This influences my thoughts, for

originality is also a crucial element in selling your brand, for we all aim

to stand out from the crowd to make your brand known/remembered.

15 RESEARCH: Pet product marketing

General pet advertisements:

Most pet advertisements I have seen on TV and on the internet, all share common characteristics. They

generally share a sense of fun, comedic humour, and relatable ‘life’ situations that may be over dramatised.

However, any pet company will aim to clearly promote their company with a simple clip to effectively

communicate their brand upon viewers.



“Supercoat Pouches”

TV Advertisement

2016

This commercial of ‘Supercoat’ dog food are not targeting pedigree show dogs, but the everyday family

dog. This idea is enforced through the visual use of codes and conventions to communicate this theme.

The advertisement demonstrates a realistic environment of a happy family, playing in the backyard of a

home with a healthy dog behaving and having fun. Seeing this, provokes immediate signals/messages

upon audiences, as the value of family emotionally connects to this specific audience. If it were a

pedigree dog advertisement, it would aim to focus on the values of premium, quality and/or success,

because the owners of these dogs only want the best for their elite-prized dogs. Whereas family pet

owners just want their dog to be happy, nourished and satisfied. Although the advertisement’s purpose

is to advertise a dog food product, it heavily focuses on selling a theme construct that draws upon the

needs of the target audience to strongly sell the product.

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Pet Expressions:

“Creative Dog Grooming

from PetSmart”

TV Advertisement 2014

This second dog commercial is another example of how the value of family is used to promote the

benefits of a dog product. This dog grooming advertisement uses many stereotypical conventions to

attract the intended/future customer attention. The clip uses a soft, upbeat track throughout, that

draws on the characteristics of a family-friendly company brand. The soft music supports the tone of a

chirpy women’s voiceover that explains the product benefits and necessary information of the

company’s goals and service. The commercial is very colourful, and uses ‘cutesy’ footage of kids

enjoying the company of their groomed dogs after their ‘Pet Expressions’ service.

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After researching pet product branding/packaging, I began to discover a

regular theme amongst dog grooming products. Clean/modern vector

images were prevalent, for it is instantly recognisable to consumers.

Company’s selling dog products would tend to feature a dog as their

logo, with simple text placed around.

20 RESEARCH: Creating a brand logo

RESEARCH: Creating a brand logo

These two dog brands inspired the

development of my logo design. Both very

similar, and contain similar elements and

principles of design. The design focus of the

packaging is drawn towards each company’s

‘symbols’ - the puppy face of ‘Lani’ and the paw

print of ‘Jp Pet’. Although simple, the product

design incorporate a splash of colour to support

the characteristics of youth, playfulness, and

family, to which is naturally/commonly

associated with ‘pets’. The aesthetics of

modern/minimal suits all, for the product

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targets an audience that is diverse - dog

owners. Through the use of ‘puppy’ symbols

together with a minimal package design, it

attracts attention of all who own a dog and seek

a grooming product. of youth, playfulness, and

family, to which is naturally/commonly

associated with ‘pets’. The aesthetics of

modern/minimal suits all, for the product

targets an audience that is diverse - dog

owners. Through the use of ‘puppy’ symbols

together with a minimal package design, it

attracts attention of all who own a dog and seek

a grooming product.

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Companies generally try to excite viewers by altering design

elements of their packaging. ‘Limited edition’ products will have

altered elements of the design that may include; fancier fonts, new

colours, and the utilisation of a varied shapes/sizes to make it more

exciting for the consumers. I noticed some shampoo brands use

this effect regularly through the use of colour. Many shampoo

bottles will intentionally differentiate their colours between others.

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The women’s hair product brand “kms california” is a

clear example of how colour is used to attract already

buying customers. Within this brand, the company has

allocated each collection a colour. This system provides

many benefits with a major one being for aesthetic

purposes. Consumers that purchase one product will

recognise the colour they own, and will be drawn to all

products in future that are of the same colour to

compliment their product. This begins to encourage

customers to buy their products on compulse, as this

clear relation shown between shows them what they

‘need’.

RESEARCH: Creating a brand logo

RESEARCH: Low Polygonal

‘Low poly’ is a term that refers to a stylised technique of 3D

modelling (awwwards.com, 2013). It is a modern technique, originally

created to produce 3D rendered scenes of video games faster, with

its ‘low polygonal’ resolution. Any software can be used to achieve

this design/illustration, with the addition of lighting, visual effects,

and modelling tools that be required for better results.

Low poly is an alternative method of modelling to high poly

that can efficiently real-time render high frame rate 3D

models. High poly incorporates more detail with high

resolution modifiers or dynamic mesh sculpting or, that

result in slowing down the render process. However, as

programs have since been upgraded and advanced since the

initial softwares released, many allow designers to generate

models with high poly aesthetics through the use of

techniques such as baking textures, subdivision surfaces,

and UV mapping. Low poly provides benefit to gaming

design in particular, for maintaining a low count of poly’s in a

mesh is crucial when producing gaming meshes

(wikipedia.org, 2016).

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Aesthetically, low poly renders exhibit a retro style, typical to classic

video games and pixel art concepts. The meshes often appear blocky to

which lack detail, for example a character may not have individual

fingers, but mitten-like hands. Polygons are restricted to straight edges,

so spherical objects require many triangles to help the circular shape

appear smooth.

CONCEPT GENERATION/SKETCHING:25

-Initial shampoo bottle design style sketches, without labelling/packaging design


-Journaling ideas

-Initial brainstorm

-Noting programs for potential application


-Rough storyboard

-Brainstorming elements of advertisements that could work with proposed commercial genre

CONCEPT SKETCHING:28

-Sketches of park scene

-Exploring and trialling different environments to apply to the advertisement

-Developing my design concept further

-Rejected this idea as it didn’t fit with the advertisement’s intention


-Testing various styles of dog characters

-Pencil sketching of different bathrooms inspired by my own house

-Pencil sketching of dog poses inspired by my own dog


-Further idea development of bathroom scene

-Beginning to work out the commercial skit to draw a storyboard from


-Digital sketches of dogs in Illustrator for company logo

-Experimenting with different styles, breeds and stances/poses


-Initial sketches of shampoo company logo

-Expanded on this particular sketch with more detail

-Applied this rough outline/plan into Illustrator


-Experimenting with new colours, variation of line

-Applying layers to create depth and complexity

-Used a drawing tablet to create the dog with the ‘pen tool’ to ensure for smooth effect


-First design of packaging, using fonts and text.

-Disliked lack of colour and aesthetic, however I did like the composition of space and balance between text and line imagery


-Resolved final copy of shampoo bottle packaging

-Used Photoshop to add colour into the image

-Used Illustrator to create the text, inspired by my puppy’s dog grooming product labels


-Initial sketches/plan for the the scene of my advertisement with shampoo bottle

-Applied the sketch into illustrator


-Final copies of background illustration

-Split the final into 3 images, the background, wall and floor to UV map into the 3D models

UV MAPPED IMAGE FOR 3D MODELS:38

-The export of the unwrapped UV of shampoo 3D model

-The export of the unwrapped shampoo 3D model with illustrator image

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STORYBOARD

First storyboard:

Puppy walking up to shampoo bottle in a bathroom, before jumping on it and squeezing the product onto another puppy

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Final storyboard:

Puppy walking up to shampoo bottle in a bathroom, before posing with it.

Special effects [VFX] text sequence, with product features & logo

STORYBOARD

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-Developing the outline of bathroom illustration-Adding and filling colour layers

SCREEN GRABS

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-Importing reference image to model my low poly dog from

SCREEN GRABS

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-Created the legs first, before shaping the body using the ‘mirror’ modifier tool

SCREEN GRABS

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-Created new cylinder mesh that I shaped and joined to the rest of the body

SCREEN GRABS

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-Coloured the dog with diffuse texture-However, changed the colour of the dog upon modelling 3D shampoo bottle

SCREEN GRABS

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-Extruded two faces to construct ears

SCREEN GRABS

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-Extruded faces to construct ears

SCREEN GRABS

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-Extruded faces to construct tail-Sizing the tail vertices to create rounded effect-Re-sizing, proportioning head and legs

SCREEN GRABS

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-Armature keyframing, rigging-Pose mode-Animation mode

SCREEN GRABS

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-Bevel method & Extruding edges to round off-Marked seams of bottle, before unwrapping object to create & export a UV map

SCREEN GRABS

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-Opened UV image in Illustrator-Applied shampoo packaging to fit-Imported back into Blender on the image as a new texture

SCREEN GRABS

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-UV mapped 3 separate images to 3 planesas image textures-Placing and arranging composition of 3D models in the scene

SCREEN GRABS

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-UV mapped 3 separate images to 3 planesas image textures-Placing and arranging composition of 3D models in the scene

SCREEN GRABS

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-Rendering animation to H.264 file

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SCREEN GRABS of AFTER EFFECTS

-Inserting title and text

-Test renders into Premiere Pro before exporting final version

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-Adapted and refined logo design in Photoshop for for closing text

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-The export settings used for the animation

-Using H.264 ensured the video was playable across all devices and programs as it is a universal file

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SCREEN GRABS of AFTER EFFECTS

-Used bubble simulation on After Effects to provide a more in depth animation, that supported the theme of the commercial

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PROGRAMS USED

ADOBE Illustrator

ADOBE After Effects

ADOBE Photoshop

Blender

ADOBEPremiere Pro

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FINAL EVALUATION

Upon analysing the various elements of my final advertisement, I believe a successful outcome was achieved that met the aims of the design brief. I was able to reflect the research and knowledge of advertising codes and conventions, and 3D design principles into the intentions behind the application of all practical elements incorporated.

The simplicity of the overall concept reached the needs and expectations of a commercial media. I believe that final designs of the ‘Non-photorealistic’ (NPR) cartoon style 3D puppy, with the logo and colourful background illustration, helped reach the product’s niche market. These elements suited the intentions of the company and were appropriate for the family audience that was targeted towards. Promoting a fun, loveable, and engaging commercial was key, so the bubbly energy through these design choices, further endorsed these values.

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FINAL EVALUATION

However rigging the puppy to look both comically amusing, and somewhat realistic became a difficult process that required a lot of time. As I learnt the fundamentals of bones and rigging of 3D models, I devoted my attention into this rather than adding new effects. If I were to complete this folio again, I would love to rig the tail and ears to add more character to the model. However in saying this, it was unnecessary to add a variety of extra elements into the animation as it didn’t fit within the focus of the design brief and needs analysis proposal.

If I were to complete this advertisement again, I would rethink the speed of the voiceover for the pace doesn’t allow viewers to fully absorb the information being presented. However, I was pleased with the composition of the specifications screen with the spinning shampoo bottle, text and bubbles. It gave context to the puppy animation, and provided the necessary information needed to sell the product, using design elements. It also enforced realistic approaches to advertisements that company’s commonly present.

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FINAL EVALUATION

Due to exporting problems, I was unable to use the rendered animation as it caused the 3D models to become grainy. Instead, I exported the animation as a flat image, without shadowing as it looked much better than the original version.

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Advertising and Promotion<br />with photography and video. (2016). Advertising Genres. [online] Available at:

http://tmcgadvertisingandpromo.weebly.com/advertising-genres.html [Accessed 9 Aug. 2016].

Business 2 Community. (2016). 7 Types of Ad Strategies Every Copywriter Should Know. [online] Available at:

http://www.business2community.com/content-marketing/7-types-ad-strategies-every-copywriter-know-0105789

9#sri7AjYd4e9ctJQL.97 [Accessed 9 Aug. 2016].

Smallbusiness.chron.com. (2016). Types of TV Commercials. [online] Available at:

http://smallbusiness.chron.com/types-tv-commercials-57852.html [Accessed 9 Aug. 2016].

Fashionadexplorer.com. (2016). D&g - Ad Campaign in Spring/Summer 2007 / Fashion ads. [online] Available

at: http://www.fashionadexplorer.com/l-d%2526g--c-ad-campaign--s-2007ss#_ [Accessed 10 Aug. 2016].

BIBLIOGRAPHY

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BAGAHOLICBOY. (2013). Spring-Summer 2013 Boy Chanel Ad Campaign. [online] Available at:

http://bagaholicboy.com/2013/03/spring-summer-2013-boy-chanel-ad-campaign/ [Accessed 10 Aug. 2016].

Supercoat Pouches. 2016. Web. 4 Oct. 2016.

Creative Dog Grooming From Petsmart. 2016. Web. 12 Oct. 2016.

"Low Poly". En.wikipedia.org. N.p., 2016. Web. 17 Oct. 2016.

Low Poly Illustration, What's the Secret?. "Low Poly Illustration, What's The Secret?". Awwwards.com.

N.p., 2016. Web. 17 Oct. 2016.

"Successful Marketing Campaigns: Lessons From 5 From This Past Decade". Hootsuite Social Media

Management. N.p., 2015. Web. 17 Oct. 2016.

BIBLIOGRAPHY

RESEARCH ANALYSIS ESSAY

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Since the break of the Internet, we have seen a global shift in the ways of society. Advertising in particular, has been hugely impacted as a result (tintup.com, 2016). The trends of advertising have adapted and evolved to suit new mediums that reach their savvy audiences. We can identify a change in the ways both commercials are broadcast, and how consumers act upon them. In recognising this, it becomes important to understand the use of strategies behind advertising that are employed to capture audiences attention, including the elements of 3D graphics, style, and Visual Effects sequence (VFX).

Due to the revolution of smart devices, our attention span has significantly reduced since the year 2000 (telegraph.co.uk, 2016). The digital lifestyle that has us bouncing between devices and multi-screens decreases sustained attention, leaving us disengaged when trying to engage in longer periods of focus. This poses a serious concern upon advertisers and the way in which audiences now view ads. Recent studies released by Adobe, entitled: Advertising Demand Report 2016 - North America, reports that in reducing the lengths of commercials prevents viewer inattention and helps audiences absorb information better (Adobe.com, 2016). Global director Antonio Bertone, for brand management at Puma in Boston also explained:

"I like the 15-second format because they're flirtations, if you will; they tease you," he added. "And it's more digestible, especially for the attention spans that exist today. You don't want to be like a joke that goes on too long." (Nytimes.com, 2005)

This proven ideal has become an important consideration for the commercial industry. It has caused companies to seek and integrate cinematic techniques to help make a statement when optimising for these short formats (blog.kiip.me, 2014). Creativity and innovation are the key elements to success in advertising (hbr.org, 2013). KENZO World’s advertisement: ‘The new fragrance’ (2016) is an example of how originality and the unconventional create impact. The advertisement features Margaret Qualley in a beautiful gown, performing a choreographed dance movement throughout the halls and gardens of New York City’s Lincoln Center, after stepping out of a gala dinner event (collider.com, 2016). The dance begins as soon as the music starts, that builds and becomes more frenzied as the song goes on. The chaotic dance involves; contemporary movement, a ballet break, one powerful superhero-like leap through a giant floating eye, and multiple visual special effects sequences (VFX) including a display of lasers shooting from Qualley’s fingers. The video’s cinematography is exquisitely captivating, constantly throwing unexpected elements upon the audience, all of which seemingly irrelevant to perfume KENZO is advertising. Through this, the ad leaves viewers feeling both intrigued and obligated to continue to watch until the end to discover the commercials’ promotional purpose. The ad doesn’t give away too much, other than cutting to a flash of the perfume bottle below the brand name ‘KENZO World - the new fragrance’ at the end of the clip. Instead of allowing the

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viewer to see straight through the concept with the obvious, it leaves an impression. For example, Paco Rabanne’s advertisement: ‘Olympea parfum’ (2015) is another common, over sexualised ad that demonstrates nothing creative or new. It depicts a heavenly Greek God’s scene, featuring catwalk models being adored while strutting around in the clouds. They chose to present the commercial with a popular pop song behind it, to which supports the stereotypical conventions of the average perfume ad. In contrast to the KENZO ad, this commercial isn’t memorable, for it doesn’t stand out or significantly affect the viewers’ attitudes/thinking. Although being quite strange for incorporating many bizarre elements including a song that isn’t typically associated to a perfume ad, the ad engages the viewers in being exposed to creativity that provokes their interest. Influenced by KENZO’s ad, I was driven to incorporate a similar element of suspense upon my viewers. Creating a scene play between two dogs in the bathroom although draws obvious correlations to my product, doesn’t give too much away too early. I chose to reveal my brand and the product details at the end of the clip, to utilise the concept/power of anticipation. Demonstrating a fun, comedic movement of the two dogs interacting, integrates an emotional appeal that holds the viewer's’ attention. Like KENZO, I promote the company’s product through capturing the attention of the viewers, before revealing the product intended to sell.

Ads no longer direct their campaigns with a pressuring ‘sell mentality’ attitude, rather insist in developing a name and awareness for their brand. The importance in prioritising a ‘consumer connection’ has proven to successfully attract attention. Gaining the trust of viewers through addressing values they appreciate, sets a solid foundation for the future of any company. Characters have often been designed and employed around products to help further sell their brand. It builds an emotional connection between the product to the target market, and becomes their trademark. For instance, Firefox’s ‘Fox’, McDonald’s ‘Ronald McDonald’ figure, and the Fruit Loops’ toucan, are just a few mascots that have become iconic. You only have to glance at any of these mascots to instantly recognise the brand, strategically doing all the hard work for the company. Associating a character to a company helps develop their social recognition, to which can provide further incentives including merchandising that adds value to the business (linkedin.com, 2015). For my brand, I decided to adapt and refine this strategy to fabricate a brand with purpose. I wanted to incorporate a dog into the design of my logo to create a distinct sense of identity that separates my brand from the rival competitors within the market. I developed a lovable look for the dog that appears to be leaping with energy amongst lots of bubbles. The use of pastel colours is relevant to the brand’s goals, for it targets dog owners that care for their dogs’ happiness and wellbeing. This subconsciously draws buyers in, for colour is

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visually pleasing. These colours depicts emotions of delight that work to provide credence upon consumers, proving the company’s genuine intent.

I developed my advertisement around the consumers and what I look for when watching ads. Based upon my target audience’s considerations, I decided to model the dogs in low poly form. Low poly is a category of Non-Photorealistic Rendering, also known as ‘NPR’ to which is a modern technique of 3D graphics (creativebloq.com, 2014). Although photo-realistic modelling can also be effective and captivating, NPR supported the direction of my product advertisement. The stylistic approach of NPR, appeals to all audiences with a key focus upon children. For example; Disney, Pixar and Dreamworks Studios, are all major animation companies that display evidences of NPR within their 3D films. NPR characters are colourful, fun, and allow designers to apply their own imagination and creativity into a unique portrayal. Many companies choose this cartoon-ish style for advertising, for its charming aesthetic qualities it delivers that grasps audience attention. The geometric design of low poly is a modern concept, that contains a sense of simplicity that can appeal to all. Directing my commercial to children as well as adults was important, for it is a family product.

As aforementioned, the use of technical elements within an advertisement, can persuade and manipulate viewers. The structure of ads are formed around the considerations and values of both the company’s, and the target audience’s. I discovered the importance of innovation for producing a successful ad, while examining KENZO World’s advertisement: ‘The new fragrance’ (2016). Innovation in developing a concept that presents a creative design, together with novel originality, gains an emotional trust between the audience.

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KENZO WORLD COMMERCIAL

KENZO,. KENZO World - The New Fragrance. 2016. Web. 4 Oct. 2016.

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PACO ROBANNE COMMERCIAL

Paco Robanne,. Paco Rabanne Olympéa (Parfum Werbung Feat. Luma Grothe). 2016. Web. 3 Oct. 2016.

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Reference List:

Barwick, Rik. N.p., 2016. Web. 3 Oct. 2016. "Creativity In Advertising: When It Works And When It Doesn’T". Harvard Business Review. N.p., 2013. Web. 3 Oct. 2016.Dietzen, Ryan and View →. "Survey Reveals How To Optimize The Video Ad Experience - Adobe Primetime Blog". Adobe Primetime Blog. N.p., 2016. Web. 3 Oct. 2016.

Davey, Lizzie. "The History And Evolution Of Advertising". TINT Blog. N.p., 2016. Web. 3 Oct. 2016.

Egan, Timothy. "The Eight-Second Attention Span". Nytimes.com. N.p., 2016. Web. 3 Oct. 2016. Romano, Nick. "Spike Jonze's KENZO World Ad Brings Out Margaret Qualley". Collider. N.p., 2016. Web. 3 Oct. 2016.Staff, Creative. "Why Choose Non-Photorealistic Rendering?". Creative Bloq. N.p., 2014. Web. 3 Oct. 2016.Watson, Leon. "Humans Have Shorter Attention Span Than Goldfish, Thanks To Smartphones". The Telegraph. N.p., 2015. Web. 3 Oct. 2016.

Lay, Monica and Follow @. "The Benefits Of Facebook's Multi-Product Ads | Adobe". Digital Marketing Blog by Adobe. N.p., 2014. Web. 3 Oct. 2016.



Bibliography: Davey, Lizzie. "The History And Evolution Of Advertising". TINT Blog. N.p., 2016. Web. 3 Oct. 2016.

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Egan, Timothy. "The Eight-Second Attention Span". Nytimes.com. N.p., 2016. Web. 3 Oct. 2016. Fleit, Brittany. "How To Market To The Shrinking Attention Span". Official Kiip Blog. N.p., 2014. Web. 3 Oct. 2016."KENZO World - The New Fragrance". YouTube. N.p., 2016. Web. 3 Oct. 2016. Rabanne, Paco. "Paco Rabanne Olympea Parfum | New!". YouTube. N.p., 2016. Web. 3 Oct. 2016.Reinartz, Werner. "Creativity In Advertising: When It Works And When It Doesn’T". Harvard Business Review. N.p., 2013. Web. 3 Oct. 2016. Staff, Creative. "Why Choose Non-Photorealistic Rendering?". Creative Bloq. N.p., 2014. Web. 3 Oct. 2016.

Lay, Monica and Follow @. "The Benefits Of Facebook's Multi-Product Ads | Adobe". Digital Marketing Blog by Adobe. N.p., 2014. Web. 3 Oct. 2016.



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Computer Graphics & Design Research Analysis Essay Plan

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INTRO] BRIEF SUMMARY

-Internet’s impact on contemporary forms of advertising - Significance of this -Importance of target audience upon the use of design elements -Investigative points that support this idea: 3D graphics, style, VFX -Evolution of advertising - the shift in delivering ads

PARA 1] CODES/CONVENTIONS OF ADVERTISING MEDIA - AUDIENCE ATTENTION -Generation’s decreased attention span -More important to attract attention and leave an impact. -Integration of film techniques to capture attention -Contemporary trend of advertising media -EXAMPLE: Identify and contrast advertisements KENZO World Ad and Paco Robanne ads

PARA 2] CODES/CONVENTIONS OF ADVERTISING MEDIA - AUDIENCE VALUES

-List codes/conventions of ‘logos & mascots’ - firefox, Ronald McDonald, fruit loops toucan etc. -Explain the relevance to my design project -How I applied this research to my own commercial (key design techniques replicated/used) -Importance of originality and the unconventional

PARA 3] CODES/CONVENTIONS OF ADVERTISING MEDIA - STYLE

-Intentions of the aesthetic style ‘NPR’ - Non-photorealistic Rendering -Example of industry success: Disney, pixar, major animation company’s

CONCL] FINAL REFLECTION

-Readdress info brought forward throughout paper - Overall reflection/conclusion of final thoughts

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computer graphics & design folio 14c45842 · to pitch forward to advertise their latest shampoo...

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