The Creative Concept Molly Savident N0571002
d&g advert Fig 1. Dolce and Gabbana Advert, (2015).
d&g advert Fig 2. Dolce and Gabbana Advert,, (2015).
Paul Smith advert Figure 3. Paul Smith Advert, (2015).
Paul Smith advert Figure 4. Paul Smith Advert, (2015).
David Bowie Album Figure 5. David Bowie Album Cover, (1973).
David Bowie Album Fig. 6 David Bowie Image Analysis (2016).
Fig. 9 Buckingham Palace Projection, (2011)
Fig. 8 Ralph Lauren Catwalk Pink, (2016)
Fig. 7 Ralph Lauren Catwalk, (2016)
Fig. 10 Alice in Wonderland, (1968)
Fig. 20 Touch turns to Skittles, (2011) Fig. 11 Video Room (N.D)
Fig. 12 I’m Here but Nothing, (2000)
Fig. 19 Skittle Pocks, (2015)
Fig. 13 Dots Obsession, (1999)
Fig. 18 Omote / Real-Time Face Tracking & Projection Mapping, (2014)
Figure 17. An Artist Created A Fig. 16 VB46.026.ali (2001) Projector That Can Completely Transform People’s Faces, (2016)
Fig. 14 VB21, (1996) Fig. 15 VB18, (1996)
Visual Brain Storm
Fig. 23 Everything White, (2013)
• Clean and crisp white background as backdrop for the photoshoot. Blank canvas to work with • Utilising the idea of a painted lighting bold on the skin but instead using projection to place patterns and images onto the blank canvas
• All props to be white like a fresh white canvas • Projected onto white props to demonstrate the different Paul Smith patterns and designs that the consumer has the option to chose from and personalise • White backdrop allows the projection to come up clear and crisp and for the colours to stand out and demonstrate boldness Fig 28. Lord Whitney, (2016)
Fig. 25 Paul Smith Stripes, (2015)
Fig. 24 Yayoi Kusama Projection, (2000)
Fig 26. White Space, (2009)
• Visual inspiration for projecting onto props • Projecting Paul Smith patterns and designs onto a blank white backdrop such as a mannequin
• Prop ideas including a plain white dress mannequin • Plain white clothing either separate and displayed or dressed on the mannequin • Prints such as the Iconic Paul Smith stripe
Fig. 22 Mannequin Madness, (N.D.)
Fig. 21 David Bowie Album Cover, (1973)
Fig 29. Paul Smith Stripes, (2015)
• Bright, bold lighting • Clean and crisp as demonstrated in the image to the left • Good clean canvas to project pattern images onto Fig 27. • Aesthetically pleasing • Colour palette consisting of the iconic Paul Smith colours and strips and a white plan canvas for the back drop and props
• Rule of thirds layout to create an aesthetically pleasing layout • As demonstrated on the David Bowie album cover
Design Recipe Rule of Third, (2009)
Props and Styling
• Rule of thirds layout to create an aesthetically pleasing layout • As demonstrated on the David Bowie album cover
Fig 31. Paul Smith Logo, (N.D)
•
Fig 32. Mock Up of Layouts, (2016)
Similar concept of prop usage as seen above in the Paul Smith adverts. Bold and structured props to project onto
Fig 34. Paul Smith Advert with Spade, (2016)
• Drawn mock ups of the positioning of text. The typography used reflects the original typography of Paul Smith keeping the consistency with the brand • Experimented with mock PAULSMITH.COM ups to gain an idea of different layouts and way the eye travels. Chosen layout • Continue the use of bottom left. Naturally your the extra information eye moves down the page such as web address in therefore the view would capitalised Sans Serif be naturally guided down • Creates consistency the promotional image to with the brand the text - the text would be • Only use two type faces the last thing the viewer to keep it clean and experiences and remembers ordered which is the key part of the campaign
Fig 33. Paul Smith and Cactus, (2016).
• Iconic Paul Smith logo and typography for the name • Continues with brand consistency and internationally renown
Fig 30. Rule of Third, (2009)
• Connecting with the consumer: The print add is designed to replicate the idea of what happens in store - the images will demonstrate the alternative display of garments and the use of digital projection to display the designs and patterns on the garments. Some of the campaigns will demonstrate a model actively involved with the designing, others will demonstrate the process of the projection onto the image and the final images will display just the garment with the pattern projected on • Link back with the Big Idea: The campaign will demonstrate the big idea in the image. This is because it directly demonstrates the new and improved digital experience directly to the consumer allowing them to understand exactly what its about and what they would experience
Design recipe Typography and Layout
Favourite Design - Highlighted Number Five Fig 35. Scamps, (2016).
sc amps
Figure 1. Dolce and Gabbana Advert, 2015. Dolce & Gabbana in hot water again after ‘gang rape’ advert resurfaces just days after IVF furore. [Digital Image] The Metro. Available at: http://metro.co.uk/2015/03/18/dolce-gabbana-in-hot-water-again-after-gang-rape-ad-campaign-resurfaces-just-days-after-ivffurore-5108624/ [Last Accessed November 2016] Figure 2. Dolce and Gabbana Advert, 2015. Dolce & Gabbana in hot water again after ‘gang rape’ advert resurfaces just days after IVF furore. [Digital Image] The Metro. Available at: http://metro.co.uk/2015/03/18/dolce-gabbana-in-hot-water-again-after-gang-rape-ad-campaign-resurfaces-just-days-after-ivffurore-5108624/ [Last Accessed November 2016] Figure 3. Paul Smith Advert, 2015. Saskia De Brauw Stars In Paul Smith Fall 2015 Campaign. [Digital Image] Fashion Gone Rouge. Available at: http://www. fashiongonerogue.com/gallery/saskia-de-brauw-paul-smith-fall-2015-campaign/ [Last Accessed November 2016] Figure 4. Paul Smith Advert, 2015. Saskia De Brauw Stars In Paul Smith Fall 2015 Campaign. [Digital Image] Fashion Gone Rouge. Available at: http://www. fashiongonerogue.com/gallery/saskia-de-brauw-paul-smith-fall-2015-campaign/ [Last Accessed November 2016] Figure 5. David Bowie Album Cover, 1973. David Bowie Photographs Fetch £100,000 In Sale At Aberdeen Gallery. [Digital Image] Evening Express. Available at: https://www.eveningexpress.co.uk/fp/news/local/bowie-pictures-fetch-100000/ [Last Accessed Novemeber 2016] Figure 6. Own Image, 2016. David Bowie Album Analysis. [Written] Figure 7. Ralph Lauren Catwalk, 2016. Watch Holograms Strut The Catwalk For Ralph Lauren. [Digital Image]. The Creaters Project. Available at: http:// thecreatorsproject.vice.com/blog/watch-holograms-strut-the-catwalk-for-ralph-lauren [Last Accessed November 2016] Figure 8. Ralph Lauren Catwalk Pink, 2016. Watch Holograms Strut The Catwalk For Ralph Lauren. [Digital Image]. The Creaters Project. Available at: http:// thecreatorsproject.vice.com/blog/watch-holograms-strut-the-catwalk-for-ralph-lauren [Last Accessed November 2016] Figure 9. Buckingham Palace Projection. 2011. The A - Z of Visual Ideas: How to Solve any Creative Brief. London: Laurence King, P.199. Figure 10. Alice in Wonderland, 1968. Konig Koln, W, Grasslin, K, Verwoert, J,. 2004. Yayoi Kusama. Braunschweig: Verlag der Buchhandlung Walther Konig, P.14. Figure 11. Video Room, N.D. Konig Koln, W, Grasslin, K, Verwoert, J,. 2004. Yayoi Kusama. Braunschweig: Verlag der Buchhandlung Walther Konig, P.40. Figure 12. I’m Here but Nothing, 2000. Applin, J, Mitchell, J, Morris, F, Nixon, M, Taylor, R and Yamamura, M., 2012. Yayoi Kusama. London: Tate Publishing, P.96. Figure 13. Dots Obsession, 1999. Konig Koln, W, Grasslin, K, Verwoert, J,. 2004. Yayoi Kusama. Braunschweig: Verlag der Buchhandlung Walther Konig, P.22. Figure 14. VB21, (1996). Hickey, D,. 1999. VB 08-36 Vanessa Beecroft Performances. Senefelderstrabe: Hatje Cantz Publishers, P38-39. Figure 15. VB18, 1996. Hickey, D. 1999. VB 08-36 Vanessa Beecroft Performances. Senefelderstrabe: Hatje Cantz Publishers, P46-47. Figure 16. VB46.026.ali (2001). De Oliveira, N. Oxley, N. Petry, M. (2003). Installation art in the new millennium. London: Thames & Hudson Ltd. Figure 17. An Artist Created A Projector That Can Completely Transform People’s Faces, (2016). Business Insider Video, Added by: Business Insider. [Online]. Available at: http://uk.businessinsider.com/artist-transforms-face-with-light-2016-2?r=US&IR=T [Last Accessed November 2016] Figure 18. Omote / Real-Time Face Tracking & Projection Mapping, (2014). Vimeo Video, Added by: Nobumichi Asai. [Online]. Available at: https://vimeo. com/103425574 [Last Accessed November 2016]
Refe rences
Figure 17. An Artist Created A Projector That Can Completely Transform People’s Faces, (2016). Business Insider Video, Added by: Business Insider. [Online]. Available at: http://uk.businessinsider.com/artist-transforms-face-with-light-2016-2?r=US&IR=T [Last Accessed November 2016] Figure 18. Omote / Real-Time Face Tracking & Projection Mapping, (2014). Vimeo Video, Added by: Nobumichi Asai. [Online]. Available at: https://vimeo. com/103425574 [Last Accessed November 2016 Figure 19. Skittle Pocks, 2015. Skittles Unveils Latest Advert. [Digital Image] Talking Retail. Available at: http://www.talkingretail.com/products-news/ confectionery/skittles-unveils-latest-advert/ [Last Accessed Novemeber 2016] Figure 20. Touch turns to Skittles, 2011. Skittles’ New Advertising Campaign. [Digital Image] Talking Retail. Available at: http://www.talkingretail.com/productsnews/crisps-snacks/skittles-new-advertising-campaign/ [Last Accessed November 2016] Figure 21. David Bowie Album Cover, 1973. David Bowie Photographs Fetch £100,000 In Sale At Aberdeen Gallery. [Digital Image] Evening Express. Available at: https://www.eveningexpress.co.uk/fp/news/local/bowie-pictures-fetch-100000/ [Last Accessed Novemeber 2016] Figure 22. Mannequin Madness, N.D. Female Body Forms With Jersey Cover. [Digital Image]. Mannequin Madness. Available at: https://www. mannequinmadness.com/collections/female-body-form-with-jersey-cover [Last Accessed November 2016] Figure 23. Everything White, 2013. Garment Care: Keeping White Clothes White. [Digital Image] Love Asthetic. Available at: http://love-aesthetics.blogspot. co.uk/2013/04/life-garment-care-keeping-white-clothes.html [Last Accessed November 2016] Figure 24. Yayoi Kusama Projection, 2000. I’m Here, but Nothing. [Digital Image]. Aapadnik. Available at: https://zapadnik.wordpress.com/category/art-2/ [Last Accessed November 2016] Figure 25. Paul Smith Stripes, 2015. 5 Things I Might Have Learnt From Paul Smith If Only I Had Been Sober At The Time. [Digital Image] William Fowler. Available at: http://www.williamfowler.co.uk/five-things-i-might-have-learnt-from-paul-smith-if-only-i-had-been-sober-at-the-time/l [Last Accessed November 2016] Figure 26. White Space, 2009. For Dinesen Flooring. [Digital Image]. Space Copenhagen. Available at: http://spacecph.dk/project/dinesen/ [Last Accessed November 2016] Figure 27. Rule of Third, 2009. Jim Zuckerman on Composition: The Rule of Thirds. [Digital Image]. Photo Video Edu. Available at: https://www.photovideoedu. com/Learn/Articles/jim-zuckerman-on-composition-the-rule-of-thirds.aspx [Last Accessed November 2016] Figure 28. Lord Whitney, 2016. Want to make big things?! Then JOIN OUR TEAM! We are on the lookout for a new Set Build Assistant full details on our website in the NEWS section. Deadline is 01/07. [Digital Image]. Instagram. Available at: https://www.instagram.com/p/BHJzSK dB_qU/?taken-by=lordwhitney&hl=en [Last Accessed November 2016] Figure 29. Paul Smith Stripes, 2015. 5 Things I Might Have Learnt From Paul Smith If Only I Had Been Sober At The Time. [Digital Image] William Fowler. Available at: http://www.williamfowler.co.uk/five-things-i-might-have-learnt-from-paul-smith-if-only-i-had-been-sober-at-the-time/l [Last Accessed November 2016] Figure 30. Rule of Third, 2009. Jim Zuckerman on Composition: The Rule of Thirds. [Digital Image]. Photo Video Edu. Available at: https://www.photovideoedu. com/Learn/Articles/jim-zuckerman-on-composition-the-rule-of-thirds.aspx [Last Accessed November 2016]
Refe rences
Figure 31. Paul Smith Logo, N.D. Paul Smith. [Digital Image] Flannels. Available at: http://www.flannels.com/paul-smith [Last Accessed November 2016] Figure 32. Own Image, 2016. Mockup of Layouts. [Drawing] Figure 33. Paul Smith and Cactus, 2016. Paul Smith Applies Psychedelic Colours to Iconic Cactus-Shaped Coat Stand. [GIF] Dezeen. Available at: https://www. dezeen.com/2016/04/05/paul-smith-psychedelic-cactus-shaped-coat-hanger-gufram-milan-2016/ [Last Accessed November 2016] Figure 34. Paul Smith Advert with Spade, 2016. Spring/Summer ‘16 Mainline. [Digital Image] Paul Smith. Available at: http://www.paulsmith.co.uk/uk-en/shop/ stories/ss16/spring-summer-16-mainline [Last Accessed November 2016] Figure 35. Own Image, 2016. Scamps. [Drawing]
Refe rences