Creative Link | Final Campaign Portfolio | Emma Louise Carney

Hello,

Wait, let me just put my glasses on I can’t see..

CONTENTS R E SU ME

1 -2

T H E PR OJE C T

3 -4

R E SE AR C H

5-8

C U STOME R PR OF I L E

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D E VE L OPME N T

1 1 -1 4

PR OD U C T

1 5-2 0

T H E CAMPAI GN

2 1 -3 8

CAMPAI GN PL AN

3 9 -4 0

ME D I A PL A N

4 1 -4 2

AR T D I R E C T I ON

4 3 -56

CON TAC T

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To d eve lop and ex h ib it ex per tise in re se arc h skil l s a n d marke t aware ness

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THE PROJECT

Th e fo l l owin g sel f - d irec te d f in a l ca mpa ign h a s a l l owe d m e to fo cus o n a l l t h e skil l s an d tech n iq ues a q uired over t h e previo us t h ree yea rs of s t u d y.

Th e pro ject h a s provid ed m e wit h t h e pl a t fo rm to d is p l ay a wid e ra n ge of skil l s an d kn owl ed ge req uired whe n pro m o t in g a pro d uct /ser v i ce t h ro ugh a pl a n n ed ca m p ai g n .

To r ef ine and consol id a te exp er tise in c re ati vit y a n d p r ese ntation skil l s

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To d eve l op a h i g h l eve l of com p e te n ce i n p r om ot i on al / w r i t te n wor k

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To d eve l op an d d e m on s t rate p r of i c i e n c y i n p e r s on al t i m e m an ag e m e n t

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Th er e is n o social netwo r k on the market th a t p rovid es specif ical l y for the cr ea tive in d ustries.

Cr ea tives rel y on social media to in teract with clients a n d share work.

HOW DID YOU DO T H AT ? ? ?

THE PROBLEM

WHY DID YOU DO T H AT ? ? ?

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C A N I D O T H AT ? ? ?

RESEARCH

UNFILTERED PERISCOPE

SOCIAL MESSAGE

FACEBOOK LIVE I N S TA G R A M L I V E S N A P C H AT VIRTUAL REALITY

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Social media is one of the fastest changing industries out there. Sometimes a cutting-edge technology changes the social game, or an old idea (e.g. virtual reality) gains viral popularly.

INCOGNITO

TRENDING NOW

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RESEARCH Soc ial me di a, c ut t in g e dge te c h an d mode rn we llness to expand the m in d , sh arpe n th ough t s and forge n ew c re ati ve outlet s fo r ponde ri ng i d ea s.

D I G I TA L I N T E L L E C T U A L S

RESEARCH

ECONOMY

NO FREE WORK

C a pit ali sm i s in t ran s ition, moving away f r o m in d u stri al mode l to a n ew one base d on c rea tiv ity and know le dg e.

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Agen cies a re i n c r e as i n g l y tel l in g crea t ive s t h at t h ey sh o ul d n o t a cce p t f r e e wo r k .

Ad o be Cre ati ve Clou d is the indu str y standa rd ed itin g sof tware for t h e cr eative i ndu str y.

MARKET SEGMENT

Consumer E l ect ro n ics a re n ow a t a figu re of 2 ,7 0 4,8 0 3 pa rt icipa n t s be ing know n to use tech n o l o gy d a il y. ( E uro mo n ito r)

TA R G E T M A R K E T

C r e at i ve s s p e c i al i s i n g i n f i e l d s s u c h as i l l u s t rat i on , p h otog rap hy, m ot i on g rap h i c s , ar t d i r e c t i on , g rap h i c d e s i g n an d m or e .

RESEARCH

ADOBE CC

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THE NEWCOMER

13-17 - School, just starting college.

Interest in the arts, technology and journalism.

Not earning much money, working part time or from parents.

Eager to learn skills in a new industry.

Uses basic Adobe skills to enhance images, draw shapes and write text.

KEY DEMOGRAPHIC

THE PRACTITIONER

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26-30 - Experienced in a field with an average client base.

Full time in a job, two part time careers in multiple fields.

Current practitioner that works towards a goal of publications, online features, teaching.

Uses advanced Adobe skills for their client briefs and to commercially sell their craft.

THE HOBBYIST

16-50+ - No education or career led aspirations in a creative field.

Self-taught Adobe skillset, often works for free collaborating with other practitioners for their time.

Has a full/part time job in a different industry, interested in creative content.

Client base consists of friends, social media contacts and shared studio space with others.

Uses Adobe to enhance imagery, experiment and have total creative freedom.

THE PRACTITIONER

Male // 26-30 // London // ABC1 Conservative // Business, IT, marketing, creaitive and pr

Outdoor adventures // Takes new paths to advance career Well educated and analytic but can easily procrastinate Customer of BBC iPlayer, Adobe, Apple and Google docs Clothing // H&M, Selfridges and Banana republic Drives a nissan // Watches documentaries and niche film Facebook // The Economist, Mashable and TechCrunch Online 41-42hrs pw // Streams tv 1-4hrs pw

CUSTOMER PROFILE

ÂŁ1000+ monthly // Interest in business and technology

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WHO???

THE CONCEPT ALL AGES ALL SKILL LEVELS N O I N T I M I D AT I O N MAKING SOCIAL FUN

From the research conducted the idea is to create an Adobe social network that will be specific for the creative community with the aim of influencing collaboration and connectivity in the creative industries.

WHEN???

Adobe Systems Inc. has an estimate of nine million Creative Cloud users as of 2016, making it the perfect combination to extend the service for social media.

DEVEL WHERE???

The release of the service will be in Feb 2019, which marks the anniversary of Adobe Photoshop.

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The service will be included in the Creative Cloud package.

C R E AT I V E A P P L I C AT I O N

WHO WOULD USE IT? PHOTOGRAPHER I L L U S T R AT O R GRAPHIC DESIGNER MOTION GRAPHICS

OPMENT A first step in the development of the service a colour scheme and design plan is key. Colour gradients are a key trend for 2020 therefore this will be the starting basis of design.

COLOUR GRADIENTS

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USER INTERFACE COMPETITORS // Facebook // Instagram // Pinterest // LinkedIn

Initially tested the programme within a Creative Cloud application layout. Certain problems occur such as the ease of use and it was not straight forward to understand.

DEVEL

FUN. FUN. FUN. I N N O VAT I V E FUN AND EASY COLOURFUL C R E AT I V E 13

THE USP

BEHIND THE SCENES N O I N T I M I D AT I O N NOT JUST AN OUTCOME

OPMENT With Facebook Live being a success A similar feature will be introduced with access to software tutorials and behind the scenes of photoshoots

MOBILE FRIENDLY

LEARNING

The social platform will be available for mobile and desktop. Although 89% of creatives use their desktop when networking for work. (Mintel) 14

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PRODUCT 16

THIS

IS

Key

Click me!

Quick view

Highlight

Move me!

Enlarge me!

Play me!

Reply to...

Type here!

React!

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Creative Link: Innovative social platform aimed for creatives to collaborate and connect in a new and interesting way. When entering the application you are greeted with a solid USP and an area to select your field.

NOT

A

NORMAL

SOCIAL

NETWORK

Initially the artificial intelligence will determined the area of work you will see in your news feed with an option to browse well known and upcoming artists. You can then upload your own work much like other social apps.

layers

What does it do?

The social platform is a new way of communication and connectivity between creatives.

The vivid colour palette is aimed to continously inspire creatives to be bold.

All my own imagery

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THIS

IS

Key

Click me!

Quick view

Highlight

Move me!

Enlarge me!

Play me!

Reply to...

Type here!

React!

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A new way of viewing notifications is a bubble feature, being able to burst the bubble to dismiss the notification. Old age avatars get a re-vamp as the new social profile image, with a modern take on profile bios.

NOT

A

NORMAL

SOCIAL

NETWORK

The Adobe hub will be the place to view your friends and clients activity as well as look at others around the world with just one click of a button.

Each status update will open a new window to view the activity.

layers

What does it do?

Each page of the platform introduces a new way of connecting.

A ‘pop bubble’ approach to dismiss a notification or like a photo and a networking hub bringing old age avatars back to life.

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T H E CA M PA I G N Th e fo l l owin g ca m pa ign i s to pro m o te t h e ser vice of Ad ob e : Crea t ive Lin k. Th e o bject ive i s to en sure t h e pro mo t io nal tech n iq ues a re fo r wa rd t hi n k i n g , in n ova t ive a n d a ppro pria te . Th e ca m pa ign h a s a wid e ra n g e of t ra d it io n a l a n d n ew id ea s t h at ex pl o re h ow crea t ivit y h as an im pa ct o n t h e ever y d ay wor l d , n o t just a im ed a t crea t i ve s .

LOA D IN G...

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In t he f ir st stage s of pro mo t io n th e s er v ice w ill be availa bl e to test v i a a s ma rtphone app.

TA R G E T : 30,000 AT T E N D E E S 3 DAY E V E N T

Th e t i c ke t s w i l l t h e n b e avai l ab l e o n l in e w i t h s oc i al m e d i a te as e r s a n d di r e c t m ai l to Ad ob e m e m b e r s .

EMAIL

TEASE

Th e te s t wi ll be a s e ri e s of ga m es, th e #Fi rs t1 00 to comple te t h e game wi n V I P ti cke t s to Ad o be M A X 23

PRE-LAUNCH

A f ter in ital invite s have been sen t o u t a pr ess re le ase or pa ck wil l be s e n t o ut to inf lue nce rs a n d press.

Th e p a ck will inc lu de a US B rea d y VR set wit h a sh ort fi lm a n d a p ri nted pre ss re le ase .

P R E S S PAC K

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INFLUENCERS

A l s o in clu de d in th e pre ss pa ck wil l b e an excl usive VI P lanya rd fo r p ress a n d inf lue nce rs to ga in a ccess.

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Las tly a list of i nf lu en t ia l spea kers a n d mi c ro inf lue ncer a rt ist s t h a t wil l b e at the thre e day even t .

P R E S S PAC K

PROSPECTIVE

CROP ON THINGS

GET A NEW

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LAUNCH EVENT

UPON ENTRY

Yo u wil l t he n be h and e d a ke e p sa ke t icket t h at can be s canne d to get in a n d ou t .

To g a in a cce ss to th e even t yo u m ust p r ovi de a sc re e nsh o t o r prin t o u t of the e mail confirm a t io n .

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Gue s t s w i l l t h e n r e c i eve a l a nyar d w i t h ad d i t i on al so ci al m e d i a t ag s , t h e s e t ag s wil l t h e n b e t rac ke d af te r t h e even t to m on i tor e n g ag e m e n t .

Th e fir s t day will be a lo o k in to t h e cr eative world as we know it usin g i nn ova tive te c hnology b a sed system s to c r eate an outcome .

DAY O N E ADOBE APPLIED

I n co l l ab orat i on w i t h G oog l e , an excl usive T i l t b r u s h wor ks h op w i l l b e d ispl ayed for at te n d e e s to t ake p ar t i n d i g i t al ar t wor k s e s s i on s .

Ad d it io nal l y an ot h e r col l ab orat i on wit h T a nvas , t h e h ap t i c fe e d b ac k specia l i s t s to h e l p c r e ate i m ag e s t h a t spa rk s e n s e s of tou c h an d s i g h t .

D E L L w i l l con t r i b u te t h e i r to uch s c r e e n canvas , an exc l u s i ve il l ust ra t i on wor ks h op w i t h l e ad i n g pra ct it i on e r s ac r os s t h e cou n t r y.

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Mi c ro-inf lue n cers will be contri bu ting to t h e gue st talk pa n el s with th e ai m of inf luen cin g ex pe rime nt a l prac ti ce .

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DAY O N E ADOBE APPLIED

La st l y s cat te r e d ac r os s t h e eve n t w i l l b e i n te rac t i ve L E D s c r e e n s w i t h fa cia l r e cog n i t i on , t h i s g i ve s t h e eve n t a f u n an d l e s s b u s i n e s s l i ke fe e l .

Th e present at i on wi ll be a two h o ur co n fere n ce ex plai ni ng th e n ew so cial plat form to th e pu bli c.

Th e s econ d day w ill be fo cused a r oun d th e lau nc h of Crea t ive Lin k w i t h a n antic ipate d sh owca se.

CONNECT C O L L A B O R AT E CONNECT

P ro mp t to t h e r e l e as e w il l b e a n in tera c t ive S n ap c h at f il te r to b e used by a t ten d ee s t h r ou g h ou t .

L i ve walk th rough station s wil l be a r o un d the are na af te r t h e in it ia l r elea se to allow fi rst h a n d a ccess.

DAY T WO C R E AT I V E L I N K

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C a nvas tou c h sc re e ns wil l be gif ted by speciali sts drawing peo pl e wa l k in g by with a su rpri sin g gif t to ta ke ho m e af te r the even t .

DAY T WO C R E AT I V E L I N K

P o stca rd s w il l be h an d ed ou t l o ad e d wit h pun s an d h u m o u r ou s a ppro a ch e s to a de s i g er s l i fes t yl e to est a bl ish t h e bran d s ton e of voi ce .

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UNIFORM

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DAY T H R E E T O TA L L Y M A X ’ D O U T

Th e st icker move me n t wi ll h ave th e h a sh t a g # M a d e ByAd obe wi th th e a im of spa rkin g vi ral i nte re s t and in terest in g people on h ow Ad obe i s used in a n ever yd ay e nvi rome nt.

A f te r the in ital launc h thi s wil l be t h e d ay tha t the start of t h e gl o ba l cam pa ign lau nc h, starti ng wit h t h e Glo b a l S ticke r Move me nt.

A f te r the eve nt all key i nd ica t io n p er fo r ma n ce w ill be trac ked , such h a s how ma ny pe ople use d the h a sh t a g, ove rall s a tisfac tion, e mail n o t if ica t io n fo r a th an k you to th ose w h o a t ten d ed , a l l d o cumen tation th rough vid eo a n d p h o to g rap hy on to the website a n d C r ea tive Link platform, e nga gem en t ra te an d p r es s r eviews on mu l t ipl e bl o gs a n d web sites.

FREE STICKERS 33

WORLDWIDE

INTERACTIVE

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T H E CA M PA I G N

Th e vid eo a im s to i n te re s t th e ever yd ay person on h ow cre ati vi ty i s ever y wh ere you look . Th e vi d e o wi ll be 360 co m pat i ble .

A f ter the re le ase of Glob a l S t icker C a m p a ign, a short film wil l be r eleas ed “A Day W i th out Crea t ives�

W it h t h e sa me t h em e, a n in tera ct ive a d sh el wil l b e p l ace d t h at pa in t s t h e user in vivid col ou r s .

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Crea t ive R ev i ew w i l l al s o r eve al a NFC enab l e d m ag az i n e s p r e ad t h at pro mote s t h e s am e m e s s ag e .

S p on s or ed soc ial me di a po st s wil l p romote t he vi de o to a l a rger a u dien ce on Face book, Twit ter a n d Youtube .

T H E CA M PA I G N

I n Ca m d e n , L on d on an i n te rac t i ve t a ke on g u e r i l l a m ar ke t i n g w i l l t ake pl a ce at n i g h t , t h e c u b e w i l l al l ow t h e u s e r to c r e ate i m ag e r y t h r ou g h a n LED s c r e e n p l ace d i n f r on t .

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T H E CA M PA I G N I n key c i t i e s ar ou n d t h e wor l d s u c h a s P iccad i l l y, L on d on p as s e r bys w i l l be give n a b u i l t i n L E D s c r e e n v i r t u al rea l it y h e ad s e t t h at al l ows t h e viewe r to n ot b e d i s t rac te d by ot h e r bra n d s ou td oor p r om ot i on .

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A f te r eve r y fe at u r e f i l m t h at i s rel e as e d , a c i n e m a s c r e e n i n g w i l l prom ote t h e s oc i al p l at for m u s i n g c r e at i ve an i m at i on .

I shot the serif

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CA M PA I G N P L A N The following campaign plan is an in depth overview of each task taking place throughout the campaign. The 11 month timeline consists of a oversee of all areas from research and analytics, app development and development of the artwork.

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MEDIA PLAN Similar to the campaign plan is a media plan, a direct timeline of every paid for activity and the dates they will be launched. It’s important that paid for promotion includes a descriptive context for easy access and correct distribution.

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ART DIRECTION 44

SOCIAL S TA N D A R D S 45

P u b lish e d in D r eam ing less Mag azine, The Ha s hta g a nd JMArtS pa ce

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NOT EVEN FINISHED THO 52

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I LOVE YOU

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www

social

www.emmalouisecarney.com

/emmalouisecarney

@

+44

emmalouisecarney@gmail.com

+44 7887 812395

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I think you’re SPECTACULAR