VOL 06
AY 18 THE LAST CREATIVE PROCESS JOURNAL
FELICIA AGNES SALIM THE LAST 17 WEEKS OF DOCUMMUNTATION IN DESIGN COMMUNICATION
Author & Editor Felicia Agnes Salim Lecutrer Yasser Bin Suratman Font Open Sans Cormorant Garamond Lasalle College of the Arts Singapore Year 03 Semester 02 Issue 06 AY-18
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Objective of Final Year Project To showcase the understanding of how a combination of traditional and media, when combined effectively engages Millennial consumers living in Singapore more effectively, especially through reaching out to each individual in a personalized manner instead of grouping millennials as a whole.
Objective of the Integrated Ad Campaign To promote Skin Inc. as a brand to the local Singapore millennials who are turning 30s in a few years time (which are the main target audience of the brand.) Although Skin Inc is a local brand, many do not know or have even heard of the brand yet. In order to reach out to them easier later on, it is important for Skin Inc to first build a brand impression with the millennials who are at the phase of exploration. Objective of campaign is push millennials’s buyer readiness stage to the next tier on Skin Inc as a brand through creating awareness of the brand name so that they could recall it and purchase products from Skin Inc when they have enough purchasing power.
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B-DC324 Graduating Design Project
Always Right For You Design Statement -
An Integrated advertising campaign to increase brand readiness stage from awareness to knowledge for Skin Inc. Big Idea Using the ways millennials interact in their daily life as a catalyst for the integrated advertising campaign. The project is made of 4 main deliverables (1) Videos, (2) Mobile Website, (3) Website and (4)Packaging. These deliverables ties to one another in order to form the campaign’s big idea- Always Right For You, an integrated advertising campaign that is done to get the interest of Singapore’s millennials and increase buyer’s awareness stage from awarness to knowledge.
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B-DC324 Graduating Design Project
Idea Refinement - Find Focus and One Liner
Idea 1.1 Succinct Expression - One Liner
Brand connection -
Always Right For You
At skin inc,the brand does not have 'one product' that is
Skin Inc always has a right serum for you, regardless of
suited to your current skin concern but it is always made
your lifestyle.
to be suitable for you because it is customisable,giving the 'flexibility' unlike other brands.
Big Idea Using the ways millennials interact in their daily life as a
Concept
catalyst for the integrated advertising campaign.
Showcase the importance of finding a right match instead of picking what's available through different deliverables
Insight 1 (Interaction Behaviour) The way millennials interact is different from the previous
and each of this deliverable allows a personalisation experience.
generation. More than 1/3 of millennials couple met online and people are purchasing online more often than ever. Moreover, millennials are also very much tied to social media lives that they become awkward communicating in person although they love communicating digitally. They want to have conversation with brands but online.
Insight 2 (Skincare behaviour) Moreover, compared to the previous generations, millennials are less loyal and more experimental, constantly trying out new things and specifically evident
The 4Cs of Integrated Campaign
Coherence: different communications are logically connected? Consistency: multiple messages support and reinforce and are not contradictory to one another. All deliverables to fall under big idea. Continuity: communications are connected and consistent through time. Complementary: synergistic, or the sum of the parts is greater than the whole. how the deliverables would complement one another.
in their skincare products. Millennials often switch out
Edit
products after finishing it,product is not effective enough
Coherence and Continuity: Will be shown through customer journey - film and explained during table set up. It could be good to also have a chart to explain.
or a new product caught their attention. They do not stick to one brand because usually specific brands are only "famous" for certain products and skin concern.
Consistency: Using "Always Right For You" as a core to hold everything together, keep art direction, illustration and font the same. Video Commercial to have illustration animation effect
Design Statement - Objective of FYP An integrated advertising campaign to increase brand readiness stage from awareness to knowledge for skin inc.
Complementary: While the video commercial is an entry point for viewers to get the message, the mobile site would need to be accessed for consumer to complete the journey. Then, after receiving their order, the mobile site would continue to act as a connection. (Post service)
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Idea Development
Deliverables 01 Video Commercial - Entry Point
Therefore, all in all, there is 2 video, 1 mobile site
Shot in first person point of view. show daily lives
with 3 sections and 1 packaging as my campaign's
of various people with different lifestyle. Showcase
deliverables
transition of time (age) and showcase how the serum is still there irregardless of lifestyle, age and condition.
02 Mobile Site - Interaction Point
04 Case study video
Provide service of Always right for you campaign
Explain the big idea, insight and deliverables and show
and communication
how the mobile site works to allow consumer to order
02.1 Customise serum (Pre purchase)
their customised serum.
Through the mobile site, consumers get to customize their serum through simple motions of swiping. Then, they're matched with their customised serum and also, shown how many other match like theirs has been made 02.2 Beauty Tips Product and Tips (Post and Pre purchase) A section whereby tips on how to use the serum for different skin types and also, how to find out about ur skin 02.3 Community (Post purchase) through tagging system, the consumers get to form discussion with people who received the same match as them and they could share their skin care tips, articles from skin inc team and leave comments and discuss.
03 Packaging - End Point Shot in first person point of view. show daily lives of various people with different lifestyle. Showcase transition of time (age) and showcase how the serum is still there irregardless of lifestyle, age and condition.
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B-DC324 Graduating Design Project
Deliverables of Campaign Always Right For You Skin Inc always has a right serum for you, regardless of your lifestyle.
Deliverables 01 Video Commercial - Entry Point
02 Mobile Site - Interaction Point Provide service of Always right for you campaign and communication 02.1 Customise serum (Pre purchase) Through the mobile site, consumers get to customize their serum through simple motions of swiping. Then, they're matched with their customised serum and also, shown how many other match like theirs has been made 02.2 Beauty Tips Product and Tips (Post and Pre
01.1 Commercial for the Campaign
purchase) A section whereby tips on how to use the
Shot mostly in first person point of view. show daily lives
serum for different skin types and also, how to find out
of various people with different lifestyle. Objective of this
about ur skin
ad is to show the idea of regardless of what lifestyles they have, they are suited for skin inc.
02.3 Community (Post purchase) through tagging system, the consumers get to form discussion with people who received the same match as them and they could share their skin care tips, articles from skin inc team and leave comments and discuss.
01.2 Commercial for the mobile site Objective of this ad is to explain how the mobile site service by skin inc would help to allow consumers customise their skincare easily in 3 steps
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Idea Development
03 Packaging - End Point
For submission purpose
A packaging box that is designed in the same art
04 Case study video
direction as the campaign and the mobile site to tie it
Explain the big idea, insight and deliverables and show how
together and show the end product
the mobile site works to allow consumer to order their customised serum. The 4Cs of Integrated Campaign
Coherence and Continuity: Will be shown through customer journey - film and explained during table set up. It could be good to also have a chart to explain. Consistency: Using "Always Right For You" as a core to hold everything together, keep art direction, illustration and font the same. Video Commercial to have illustration animation effect Complementary: While the video commercial is an entry point for viewers to get the message, the mobile site would need to be accessed for consumer to complete the journey. Then, after receiving their order, the mobile site would continue to act as a connection. (Post service)
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B-DC324 Graduating Design Project
Idea refinement A breakdown and run through of how the campaign would run, this helps me to identify each part of the journey better and try to think of how the idea of personalisation could be further amplified in each touch points.
Journey
Phase
Awareness
Introduction
Launch
Social Media + Website + TVC
Posting of Selfie on Social Media
Direct contact with Skin Inc Team
through Instagram Direct Message Knowledge
Getting to know
and #_____ Skin Inc
Preparing a personalized message with a customised Skin Inc Team Replies
through Instagram Direct Message
Purchasing
Liking &
Preference
After Purchase
Conviction and
Purchase
Consumer makes decision upon receiving customized message
to go Store or Website
design by the Skin Inc Team
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Idea Development
Buyer readiness stage :where consumers are segmented according to their readiness to purchase the product. There are 6 stages - awareness, knowledge, liking, preference, conviction and purchase,
Touch Points
TVC on Social Media
(Skin Inc)
(Instagram + Facebook)
Website
(Consumer's)
(Skin Inc)
(Consumer's) Skin Inc Store
Website
Confirmation of Avatar / Packaging Design
from Instagram Direct Message
Learning more about
Customisation of Skin Care
their skin type through...
- Skin Test - Quiz
Shopping Cart
Confirmation of Purchase Receive Kit Review of Products
Tagging through selfie on both consumer and Skin Inc's Instagram
Website
Community Discussion
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B-DC324 Graduating Design Project Marrket Research
https://itunes.apple.com/us/app/baremierals-made-2-fitfoundation-makeup-match/id1227977554?ls=1&mt=8
Made-2-Fit by BareMinerals
The bareMinerals MADE-2-FIT App, using MATCHCo technology, scans and analyzes your skin tone to create your own unique, custom-blended foundation. The result is good-for-skin makeup that’s truly made to match you, only from bareMinerals. Technical components Before scan 1. Remove your makeup and grab a small stack of white paper 2. Sit at an indoor table, away from direct sunlight 3. Roll up your sleeves and pull your hair back from your forehead 4. Remove your phone case 5. Make sure your phone has the sound on 6. Turn your phone over and check the camera lens location 7. Watch the tutorial video to see how to hold the phone How to scan 1. Always hold the phone level and 1-2 inches away from the paper, your wrist, and your face 2. To calibrate, tap the phone up and down with the back camera facing the 5 sheets of white paper Purchase 1. Order your custom formula for $49. Free shipping and no hassle returns. Shade match guarantee. 2. Your formula will be individually blended and shipped to you in as little as one day with your name printed on the bottle.
Market Research
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B-DC324 Graduating Design Project
Idea Development Phase 06 Mockup - Instagram
Showing how each of the 10 serums would help improve the skin concern, what does each concern mean through instagram posts and swiping motion. This is because many of the millennials are still young and new to skincare routine, gradually getting to know how their skin works. This part hopes to let them know alittle more about the serum and what are the different skin concerns that they are encountering or may encounter. It is also a easy way for consumers to know more about the function of each of the 10 serums through simple swiping motion and image visualisation.
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Mobile website wireframe
Idea Development Phase 06 Mobile Site- Wireframe
Advertisement - Instastory Perhaps since the big idea if on finding a match, the ad could be based on a storyplot whereby viewer would think that the "main character" is trying to find a perfect match but instead it is for her skin
Swiping Motion Instead of just answering questions like a quiz like format, things could be more fun by swiping to find a match, stimulation of tinder platform which most millennials use today to find their match
Chat with the team Beacuase millennials do not like to interact in person and which brand does not have a live chat service nowadays anyway?
Personalised results End the quiz with a personalised message that is encrypted from their quiz that helps them understsand more on why each product is being recommended
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B-DC324 Graduating Design Project
Idea Development Phase 06 Mockup - Mobile Site Part of the campaign, deliverable 01 is a mobile site. The process of designing the mobile website was done through storyboarding and wire framing of the mobile app. The visuals and illustration is taken from the previous brochure since i did not have much time to work on it but yet, really wanted to have a prorotype at least of the customisation process. The design main point focuses on the last part of the customisation whereby user swipe left/right to a series of questions this is inspired by tinder's format of swiping to find a match because i felt that it is a fast and easy way that millennials are alraedy farmiliar to and love. The selfie function was also from the thought of how not only millenniials is known as the selfie generation, they are also very shy people who do not like to communicate in person because they are so used to communicating online. Alot of time, because they are shy to consult the brand staffs, they just end up not trying out products or purchasing items from the brand since they are unsure which one is for them.
Mobile website wireframe
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B-DC324 Graduating Design Project
Idea Development Phase 06 Mockup - Mobile Site After doing out the entire prototype and testing out, realised that some
Be quick, decide what to put in beauty tips and community but is it really necessary? Think of how it could contribute to strengthen the idea of
of the steps are too long. therefore removed 1 step of the quiz. Also, took note of some things that i would like to change as such as some pages having very awkward spacing or lack of information. The illustration of the city silhoutte was also noted that it should be more Singapore. Lastly, would be making plans on changing the art direction to be more similiar to skin inc's art
Removed this two step because... 1. quiz is too long, try to simplify 2. found that this step is quite
redundant Removed
Removed
direction instead of current colours.
swipe left and right on the page, try to see which software to use that could pull
Mobile website wireframe
Like the suggestion of making the buildings singapore buildings instead to bring about more local vibe
Super empty here... think of design and what to put but anyway just redesign this page.. also think of the title of idea...space is not used appropriately.
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B-DC324 Graduating Design Project
Design refinement Art direction and geographical contact ↘ Comments received was that the design (art direction) of the app lack of skin inc's identity and also, lack of potrayal of singapore as a context from the graphics.
Before edit
After edit
Changes done - Besides adding in some singapore significant buildings at the back, the changes are mainly colours. Used the eye dropper to get some of the colours that skin inc uses and also, made the landscape more summer which is singapore's weather all year round.
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Mobile website wireframe
Other changes done to the rest of the space. Using the
has the most skin inc art direction is the swiping cards
white theme and the rainbow spectrum for skin inc's
with the rainbow frame. Although it looks simple, it took
art direction, i applied it onto other pages while keeping
me multiple tries before arriving at that, will be shown on
some pages more toned down with more greys than
the next page.
rainbows, such as after taking a selfie. The page i felt that
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B-DC324 Graduating Design Project
Design refinement Some of the variations i tried out for the art direction for the swiping section. Tried out various ways of using the rainbow spectrum before deciding to use the one picked out. Considered of making each card different as they swipe from the background colour or just the words. It was also different when seeing only 1 card of it instead of all the decks put together,because although i liked the coloured background (next page,row 2) it did kind of look messy after i put everything together side by side.
Mobile website wireframe
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B-DC324 Graduating Design Project
Development of idea 07 Beauty Section and Lifestyle Section After im done with the first section of the app, i had to
The purpose of this two section is to provide consumer
hurry do my other 2 section, the beauty tip section and the
with engagement and information pre and post purchase
lifestyle section else i can't do the campaign's advertise-
about their skin, knowledge on skin inc's serum and cre-
ment for the app.
ate a data base for consumers to learn about how their lifestyle affects their skin.
Home page
Beauty tips home
serums n other lifestyle (1)
featured posts
serums n other lifestyle (2)
leaving a contact
Learn more about the serums
search using tag
Before and after images
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Mobile website wireframe
Soend a great deal of time trying to do the lifestyle
part i did earlier but just could not find a way to incoper-
page because i wanted to incoperate the colourful
ate it so stuck with the plain one.
spectrum skin inc does to their brand and the quiz
Also spend some time deciding how to make the serum bottles look like buttons because without the shadow box, it just look like images that are not clickable.
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B-DC324 Graduating Design Project
Mobile website wireframe
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B-DC324 Graduating Design Project
Idea Development Phase 07 wireframe and putting it into mockup
Mobile website wireframe
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B-DC324 Graduating Design Project
Storyboarding
Action & Cut!
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Storyboarding
Idea Development Phase 07 Why do Point of View shots- Concept of Point of view, purpose and understanding Since first person perspective shots limit the tools available
2017-https://www.bizjournals.com/cincinnati/
to a film maker – it does become a way to highlight the oth-
news/2017/12/26/p-g-s-coolest-commercials-of-2017.
er strengths of a production. Writing has to be done very
html
carefully or the perspective just don’t work. Scene selection and location must be a perfect fit because the audience is no longer focused on the main character’s face and body. Cues can no longer be taken from facial expressions and body language and the viewer can very easily become lost as to who is friend or foe. Bottom line is that 1st person POV just lacks the same emotion as work that has the flexibility of unlimited camera usage and scene blocking. In addition, you must have a comprehensive team that works flawlessly together through pre-production, production and post production. The pre-production process needs to be extremely aware of the limitations and needs of the post workflow due to the nature of the POV. First person perspective is essentially faking a single take and cuts will need to be hidden in blinks, turns and other movement. The concept can completely fail without this being taken into consideration from the start. First Person POV – The Good First person POV has been used often in film since the beginning. It’s a wonderful way to convey urgency, create suspense and energize an audience. It has proven to be extremely effective in horror movies. It can be used as a tool to handicap your senses and provide a platform to bring you to the edge of your seat. Used as a way to immerse the viewer into an idol, like a sports star, can allow even adults to live out their fantasies. But there is a time and a place for everything. This doesn’t apply to just first person filming – limiting any project to just one point of view, be it wide, tight or first person ends up just being a gimmick.
P&G loves advertising “that makes you think, feel, laugh, cry, smile, act – and, of course, buy,” according to Marc Pritchard, chief brand officer for the Cincinnati-based maker of consumer goods such as Old Spice deodorant (NYSE: PG). “Consumers are increasingly looking for brands and companies that have a point of view,” Pritchard told me earlier this year. “When a brand has a point of view about things that matter to people, then you understand more about the people behind the company and the brand. And that’s why we have a point of view.”
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B-DC324 Graduating Design Project
Idea Development Phase 07 Storyboard Planning of storyboard for the advertisement that introduces the campaign of Always Right For You
Summary
Logline
Video is shot in three different videos showing the different lifestyle and
How does it look like to have a skin
phase of life of a millennial. The objective of the videos is to potray the adapt-
care product (skin inc) to match
ability of skin inc serum, having the ability to always match up to their lifestyle.
all your skin changes, lifestyle and remain apart of your life.
Synopsis of Video Video 1 - A girl wakes up in her bed from the sound of the alarm and rea-
Genre Reality
lises she’s getting late for school. She feels very tired and unwillingly gets out of the bed and tries to recall why she’s late. She touches her head and try to
Characters
recall what happens last night. The scene changes to flashback of her doing
Main Character
work late night on ther desk, rushing to finish her assignment but because
Friend 1
she’s too tired she fell asleep. But however,that was not what happened so, a
Friend 2
second flashback comes about (transiiton - swipe left) cuts to a scene of the
Friend 3
girl partying,drinking booze and having fun partying till late night but realise
Friend 4
that’s not it too, cut to next scene (transition - swipe right) girl is lying down infront of tv eating pizza,and slowly her eyes close. (cut to next scene- transition- blink) girl starts to prepare by washing up her face and next sitting down at her vanity, she uses the skin inc serum and is thankful that the serum is there to save her skin from all the late night, stress and unhealthy food. Video 2 - A girl wearing heels walk in the elevator, door closes. (cut to next scene - open elevator) the elevator door opens and she’s at her office. She enters the door sits at the desk and do her work. It then gets cold beause of the aircon (tilt to aircon) (cut to next scene) after work, she goes to have a drink with her friends and there they also celebrates her birthday of turning 30. (cuts to next scene) she then goes home, wash up and uses her serum
Duration How does it look like to have a skin care product (skin inc) to match all your skin changes, lifestyle and remain apart of your life.
Equipments on hand Mirrorless camera 1 Mirrorless camera 2 Audio Recorder
and is glad that her serum is still matching with her till date.
Equipments (if required? can borrow)
Video 3 - Looking up into the hot sun and pan downwards, where her
Go Pro
friends are picnicing. Three of them are enjoying the sun tan and food as they chat along. Then they get up and start playing with the sand (cuts to next scene) runs around and the girl gets burried in the sand. Then she gets up and they run into the water. and cut to wash up scene in the outdoor toilet , uses serum after the bath in outdoor toilet.
Light
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Storyboarding
Treatment Cinematography
Cinematography will be saturated colours with cool tones. FIlm should keep in mind that environment should be bright, high in saturation and high contrast. The mood of the cinematography should contain a high level or energy and proactivity to keep viewers engaged. Because shots are done un point of view (POV) do take into consideration of how transitions and blink would be applied. This filters could be applied on through lut filters. https://luts.iwltbap.com/gopro/
Colour palette
Timeline Current 2015-2018
Vibrant colours to heighten up atmostphere and make it look exciting,fun and lively because target audience is young. Would also benefit if colours are skin inc brands colour or include rainbow spectrum.
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B-DC324 Graduating Design Project Video Visual Research
https://vimeo.com/143840578
TV2 Lifestyle By HĂĽvard Byrkjeland An ad that shot multiple lifestyle of different people and each are all having fun in their own way. Thought that the ad is really well put together and liked the fact that the POV shots really help to create the interpersonal relationship between the viewer and ad, drawing resonance even though my life isn't similar to any of the lifestyles shown.
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Storyboarding
Idea Development Phase 07 First Cut
Got zining and xinwei to help out to shoot video 1 scene 1, to do the active lifestyle ad. Also, along with some cuts of using the serum this is what i put together for my 1st cut.
Feedback & Thoughts •
Like student project, feels like a draft shot and very badly filmed. The quality could be better. Perhaps could hire a videographer or get a gimbal to shoot moving shots. Because of the tight schedule and lack of budget, there would probably be no way i could hire a videographer Besides because of the plans of locaiton for my shoots and the casts are all different it would also be very difficult to cooodrinate everything or even allow a stranger to access like people's house and office spaces... so therefore would look for alternatives on how i could improve the filming quality and stabilization... Moreover, it is indeed a draft because my shoots are barely done, have 5 scenes but currently only have 1 scene done.
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B-DC324 Graduating Design Project Video Visual Research
https://www.youtube.com/watch?v=djQdjn-YMI0
The Supers: A Movie by Glossier
Introducing The Supers! Three concentrated serums packed with nutrients to give your skin the boost it needs depending on how you’re feeling that day.
Video Visual Research Video Visual Research
https://www.facebook.com/VisaSingapore/videos/786769094781260/?hc_ ref=ART_2Hw10sAXEXYn7NRhZ4t6XvlUvl2PNRu7qYuGQxfirkshgLF9smcap_pB-VU5yJA&fref=nf
Contactless - Day in the Life with Visa
Promoting the visa contactless payment method shot using pov and with the big idea of "Planning the perfect day out for your bestie? You create the moment. We’ll add the magic." Thought that the ad is very refreshing and shot in a personal manner like all pov shots do. Morover, because this is done with Singaporeans, it made me felt even mroe relatable looking at this ad. The product placements are very clear too but yet incoperated into the lifestyles.
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B-DC324 Graduating Design Project
Idea Development Phase 08 Storyboard 2 and transitions after combining 3 videos to 1
Brand logo
switch toilet scene - 1
switch toilet scene - 4
switch to 'leg' views, working adult
toilet scenes - open tap
switch toilet scene - 2
switch toilet scene -5
switch to 'leg' views, pet walking
cut back to active lifestyle
cheers to transit out active l.style
pan to stage performance
zoom into stage performance
switch to POV, open serum
switch toilet scene - 3
switch to 'leg' views, active lifestyle
switch to 'leg' views, family time
cheers to transit into night
transition through zooming out of tv and cut to family time
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Filming Plans
Message - lifestyle - product placement
Storyboard Script/ storyiine
considerations - transitions - angles
Total est duration - 49 secs
Landscape and portrait? Our skin is all unique to our own (10s) (get ready wash face and open tap scenes) - product placement and we all have different lifestyles (12s) (travelling scene cycle, walk, run) some of us love the sun (beach) (3s) or the night (flash to drinking) (3s) transit 2s - stage performance to tv maybe we spend more time with family indoor (watching tv) (3s) or outdoor (pet run) (3s) we may be different (flash all 4 lifestyles) (10s) (flash skin condition or application) but we can all find something right for our skin with skin inc. (close tap) (3s) - product placement
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B-DC324 Graduating Design Project
Idea Development Phase 08 Shoot locations and screen caps Scenes, Lifestyles, Environment 01 sentosa - beach w zining n xinwei - active lifestyle 02 open tap and close tap toilet , house shots- shu jing and eliza 03 joey and jonathan as young parents with kids - preparing meal time and playing 04 gan and zi ning - dog and greenery 05 kahhui and colleagues - working adult, drinking at pub and working life
29 March 11am - 6pm Sentosa Palawan Beach - Beach, Active lifestyle Cast - Zining, Xin Wei serum bottles required equipments - go pro, head attachment, hat
8 April 9am - 11am Gan’s Condo - Dogs, Sun, Active, Family Cast - Zining, Gan, and dogs - Thunder, Pan and Starski 25 Hillview Avenue, Glendale park condo Tower A2, #04-06 669558 equipments (Full gear) - go pro, head attachment, hat, tripod, mini tripod, sony a5000, Zhiyun Crane
8 April 2pm-6pm Joey’s House - Young family. Fun Cast - Joey, Jonathan, Zephyr 217a Sumang Walk #13-252 Singapore 821217 serum bottles required equipments (Full gear) - go pro, head attachment, hat, tripod, mini tripod, sony a5000,Zhiyun Crane
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Filming Plans
30 March and 5 April 11am - 1pm Shu Jing’s House - Toilet , Get Ready Scenes Cast - Shu Jing Block 856C Tampines Street 82 #06-162 S523856 serum bottles required equipments - go pro, head attachment, hat, tripod, mini tripod, sony a5000 8 April 11am -1pm Eliza’s House - Toilet , Get Ready Scenes Cast - Eliza 8A Clifton Vale S359678 serum bottles required equipments - go pro, head attachment, hat, tripod, mini tripod, sony a5000
Timbre@Art House - Hanging out after work Cast - Dion, Jayden, Kahhui Equipments -Sony A5000, ZhiYun Crane
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B-DC324 Graduating Design Project
Idea Development Phase 07 After refilming and filming more scenes
After shooting the rest of the scenes over the span of a fews days in 2 weeks, finally got to put together the cuts. Instead of insital plan of 43 secs, i managed to cut it down to 35 seconds. Felt that it should be as short
as possible because millennials or any viewers these days, do not enjoy watching ads and ads are mostly skippable. So keep it short and sweet.
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Storyboarding
Campaign Video 01 Cuts and Edits
Thoughts on filmng and editing.
cut 2
The hardest part of ediitng the video was cropping the
changes - change of music and removed wake up scene.
shots to the exact parts because while i filmed for 3-4
also cut the toilet scenes shorter and do transitions there
hours for each scene i only need 1-5 seconds and these
whereby it is different toilet but same action.
had to be cropped multiple times before i move it to the main premier pro file. This was a necessary step because
cut 3
else the clip would be too big. Moreover, the transitions
insert - night scene (transit from day to night)
also had to be thought carefully and filmed at the exact
changes - music and made some changes with sequence
angle to match it. It was also very challenging for me to
and time frame of each cut
film in low lighting environments such as the night scene. Somehow, even though some of the indoor scenes were
cut 4
v brightly lit, it also become v dark in my videos and a
changes - saved a few cuts with diffferent songs and asked little grainy. Also had to refilmed a few scenes - such as friends which they prefer. Also match music to clip
the toilet one. Lastly, learnt that a gimbal is only useful for certain angles (definatly not POV) and it is really hard
cut 5 Inserts - change font to match with app video add in toilet scenes add in dog walk family time - child and dog
cut 6 insert - place in ending clip similar with app video
to control, it still shakes! it is not even that steady...
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B-DC324 Graduating Design Project
Idea Development Phase 07 Storyboard for Campaign Ad 2
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Storyboarding Wanted to do my lifestyle images like this, with placing of word over it but realised that most of the images do not have enough "identity" to be able to identify image to the word so decided to drop this idea
Edited the clips mainly in premier pro, by placing in all the already cropped clips before hand it makes the file less laggy and also more organised.
Decided to place the phone and screen record at 42% first where the entire phone and image could be seen. Then later on, take a few of the layers that is part of the same "Screen" to after effects to animate the phone moving and scaling effects. Along with the text animation
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B-DC324 Graduating Design Project
Idea Development Phase 07 Final cut for app advertisement
Unlike the previous ad, this ad is to introduce the app and show the process of how to customise a serum the video duration is 35 seconds.
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Storyboarding
Campaign Video 01 Cuts and Edits
Thoughts on filmng and editing.
cut 1
Felt that compared to the first ad - campaign ad, this
Put in all the images, text and arrange phone and screen
one was much simpler since it is just screen recordings,
recording to fit
finding for royalty free images and piecing it together. The hardest part was probably just me trying to learn
cut 2
how to use After effects because i have long forgotten
Pre comp and cut music to specific timing then bring
how to.
them to after effects to edit part by part Personally, i liked the part that the words and colour
cut 3
changes fast because felt that that was not only exciting,
insert s wipe animation on AE, sound effect on finish off
engaging but also, carries the skin inc's art direction of
quiz, rearrange time of start precomp
rainbow spectrum. Did have some hard time finding the
changes, - colour background w message for second and
images because most of the images are caucasians! and
rearrange time
since my target audience is singapore...it should not be using non asians else it feels less relatable..
cut 4 text animation at swipe through precomp2 and fix music at 0.04
cut 5 text animation at the end phone swipe in at the end and ends off with logo
cut 6 change how background to orange instead of black fix the phone slide in a the back - faster n smoother change step 3 text, remove orphan. Make text slower and more readable at 10sec mark
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B-DC324 Graduating Design Project
Identifying purpose of case study video, plan and script for voice over.
Case study videos are used to help you see how the past projects and scenarios were addressed. Companies face the task of establishing a need and showing how their solution can add value to your business. Videos are increasingly being used to showcase case study helping them to market their offering and reach new audience.
What i need to show/address in the case study video 01. Design Statement 02. Insight 03. Big Idea 04. How it is achieved
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Storyboarding
Thoughts
Script for Voice Over (AE – text animation) Although Skin Inc is a local skincare brand that has
Unlike my ad video, the way i
proved to be effective and popular overseas,but many Singapore millennials
planned out my storyline is different
have yet to hear of the brand.
for the case study video because i did it through the use of planning a
(AE – text animation) How can we help to increase brand readiness stage of
script. The scropt is drafted based
millennial skin care consumers from awareness to knowledge?
on what i think need to be part of the video to help explain the
(AE – text animation) Introducing - Always Right For You
campaign.So in a way, i chose to do it this way because unlike the ads,
(cue scene of someone watching the ad) A campaign that is inspired by the
this video would have the voice over
way millennials interact online and with brands. We noticed that millennial
playing a huge role in explaining the
consumers are less loyal and more experimental. Each time they finish a
video instead of using visuals. The
skincare product or have a different skin concern due to lifestyle changes,
visuals are there to guide.
they look for another brand. (cue - lifestyle images) Always right for you showcases that regardless of what lifestyle you have, skin inc serum is always suited for you. This campaign wants to let them know that, at skin inc,the brand does not have 'one product' that is suited to your current skin concern but it is always made to be suitable for you because it is customisable, giving the 'flexibility' unlike other brands. (cue scene of someone finishing the ad, go to the site) After watching the ad, they could go to the mobile site to find their match through simple and features that they are already used to such as selfie and swiping right. (AE- animation) The site also provides more information on how their lifestyle affect their skin and they could always refer back to it when their lifestyle change. (AE- animation) And because millennials love being experimental, we also provide ways for them to know more about their skin and share tips on how the serum could be added into their lifestyle and beauty routine. (AE – text animation) And in this way, we let them know " Skin Inc is Always Right For You "
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B-DC324 Graduating Design Project
Idea Development Phase 07 Storyboard for case study video
Storyboarding
Idea Development Phase 07 Final cut for case study video
The case study video ad is slightly longer at 1m30 sec. It is also dependent on the voice over unlike music and texts like the advertisements. The art direction is also unlike of the ads.
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B-DC324 Graduating Design Project
Deliverables of Campaign Always Right For You Skin Inc always has a right serum for you, regardless of your lifestyle.
Deliverables 01 Video Commercial - Entry Point
02 Mobile Site - Interaction Point Provide service of Always right for you campaign and communication 02.1 Customise serum (Pre purchase) Through the mobile site, consumers get to customize their serum through simple motions of swiping. Then, they're matched with their customised serum and also, shown how many other match like theirs has been made 02.2 Beauty Tips Product and Tips (Post and Pre
01.1 Commercial for the Campaign
purchase) A section whereby tips on how to use the
Shot mostly in first person point of view. show daily lives
serum for different skin types and also, how to find out
of various people with different lifestyle. Objective of this
about ur skin
ad is to show the idea of regardless of what lifestyles they have, they are suited for skin inc.
02.3 Community (Post purchase) through tagging system, the consumers get to form discussion with people who received the same match as them and they could share their skin care tips, articles from skin inc team and leave comments and discuss.
01.2 Commercial for the mobile site Objective of this ad is to explain how the mobile site service by skin inc would help to allow consumers customise their skincare easily in 3 steps
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Idea Development
03 Packaging - End Point
For submission purpose
A packaging box that is designed in the same art
04 Case study video
direction as the campaign and the mobile site to tie it
Explain the big idea, insight and deliverables and show how
together and show the end product
the mobile site works to allow consumer to order their customised serum. The 4Cs of Integrated Campaign
Coherence and Continuity: Will be shown through customer journey - film and explained during table set up. It could be good to also have a chart to explain. Consistency: Using "Always Right For You" as a core to hold everything together, keep art direction, illustration and font the same. Video Commercial to have illustration animation effect Complementary: While the video commercial is an entry point for viewers to get the message, the mobile site would need to be accessed for consumer to complete the journey. Then, after receiving their order, the mobile site would continue to act as a connection. (Post service)
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B-DC324 Graduating Design Project
Idea Development Phase 07 Social Media Platforms Using creative hub, i transferred the ads into instagram,instastory and facebook sponsored posts. The challenge of insta story was cutting down the ad to only 15 secs and also, because i did not consider it before hand of the instastory view, the videos had to be squared or else it is unclear what the "storyline" is about. Not much issues with the sponsored posts. But however realised that as i put them into the instagram,instastory the quality of the videos deteriote, becoming slightly blur and grainy but there isn't much i could do about that.
Advertisement
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B-DC324 Graduating Design Project
Idea Development Phase 07 Packaging The last deliverable of the campaign is the packaging box which would come along after the consumer purchase the product. The packaging carries the element of the mobile site and the big idea of Always Right For You. However, i did not redesign the shape of the packaging because the old packaging comes with a plastic container that would hold the serum nicely in place. Also, did not remove the rainbow spectrum idea since i want it to still look like skin inc's product. Test printed the packaging using 150 gsm but realise the paper could not hold the weight of the bottle. Have to use 300 gsm in the end.
Packaging Design
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B-DC324 Graduating Design Project
Idea Development Phase 07 Website
To wrap up the deliverables, did up a website to place in all the videos, social media campaigns and e.g of the packaging. The page is designed in a single scroll manner so that the project could be viewed part by part and have a breakdown from idea, to insights and to deliverables.
Website
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