>> MANY MANY THINGS << Dhara Jain, my industry mentor : is a Production designer, space stylist, design blogger, and product designer, all rolled into one. At present, she is working towards establishing her own brand through a design blog concept called Many Many Things (MMT) Under this brand she aspires to continue to style spaces, design interiors, furniture and products and document decor. This blog shares and showcases the many many things be it designs, art, artists, vendors, go-gettersâ&#x20AC;Ś.. The old and the newâ&#x20AC;Śall that has just been hiding away in the incredible India that it is!!
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>> PREFACE << This document entails the details of projects and observation covered during my The study limits itself to the design training that covers the roles and responsibilities given to a project intern. It talks in detail about the projects assigned during the tenure and the process of approaching it and completing it, right from the stage of conceiving the idea to the end result.
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>> ACKNOWLEDGEMENT << First and foremost I would like to thank DHARA JAIN for providing me a chance to prove my worth as an intern. I would sincerely like to thank her for being such a great guide. I would like to extend my gratitude to all my colleagues and friends for guiding me in every aspect during my internship tenure. A sincere thanks to my faculty mentor at MIT ID, Prof. Rajan Iyer for dedicating his time and giving his valuable feedback throughtout the project and for providing me a chance of industry exposure that helped me to explore new possibilities in the feild of PRODUCTION DESIGN for TVCâ&#x20AC;&#x2122;s. Lastly, I would like to thank my Parents, my brother, my friends and all my colleagues at MITID for all the love and support.
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>> PRODUCTION DESIGN ? << ART DIRECTION also known as production design or set design is the process of creating the look and feel of the environment for your story which is an important aspect of film production that executes on a director’s vision. Set designers create a world that is believable, imaginative and aesthetically pleasing. Aesthetic objectives of set design◦Create an environment ◦Establish a tone and style ◦Naturalism ◦Realism ◦Suggestive realism ◦Stylization ◦Abstractism ◦Formalism ◦Complement the director’s concept ◦Establish location or a period ◦Create a central image or a metaphor
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>> WHAT IS A TVC ? << A TVC or a Television Commercial? A commercial advertisement on television (usually abbreviated to TV commercial, ad, ad-film) is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service. These are the various types of TVC’s◦The demo ◦The problem ◦Symbolize the problem ◦Symbolize the benefit ◦Comparison ◦Exemplary story ◦Benefit causes story ◦Testimonial ◦Ongoing character or celebrity ◦Associated user imagery ◦Unique personality property ◦Parody or borrowed format
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>> PROJECT OVERVIEW << A TVC has a communication Goal. It sells a product or a service. It basically is selling dreams. It is an art director’s role to create an ambience worth aspiring for. Here in this project I have understood and applied my skills of space design, visual aesthetics and analysis of human psychology. Working on more than 10 different TVC’s ◦Max Life Insurance TVC ◦Dulux Paint Still Shoot ◦Savlon TVC ◦Hike Messenger | the girls of ‘03 TVC ◦Bornvita TVC ◦Kotak | Kona Kona Kotak TVC e ◦Milton TVC ◦Cornetto TVC ◦Kit kat TVC ◦Furniture Design for a Bandra Residence I was able to understand, create and design sets according to their specific requirements.
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>> CONTENTS << 01. Kotak........................................................................................... 19- 86 02. Savlon...................................................................................87 - 170 03. KitKat....................................................................................171- 202 04. Hike Mesenger..........................................................203 - 240 05. Max Life Inshurance..................................................241 - 264 06. Dulux...................................................................................264 - 296
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01
KOTAK
Kotak Mahindra Bank is the fourth largest Indian private sector bank by market capitalization, head-quartered in Mumbai, Maharashtra. The bankâ&#x20AC;&#x2122;s registered office (headquarters) is located at BKC, Bandra Kurla Complex, Bandra East, Mumbai, India. In February 2003, Kotak Mahindra Finance Ltd, the group's flagship company was given the licence to carry on banking business by the Reserve Bank of India (RBI). Kotak Mahindra Finance Ltd. Is the first company in the Indian banking history to convert to a bank. As on 30 September 2014, Kotak Mahindra Bank has over 641 branches and over 1,159 ATMâ&#x20AC;&#x2122;s spread across 363 locations in the country. Kotak Mahindra bank has received rave reviews from many customers and has been presented many awards by various bodies in India. In 2015 ING Vysya Bank has merged with Kotak Mahindra Bank with effect from 1 April 2015 The bank, before merger with ING Vysya had around 29,000 employees.
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
>> THE CLIENT - KOTAK <<
>> PHONE-PHONE-MAIN-KOTAK << In today’s digital world, the mobile phone is fast becoming the focus of everybody’s lives. It empowers people to do what they want to do and need to do from wherever they are, whenever they want to. Banking is no exception. Kotak Mahindra Bank was a pioneer in digital banking, be it with hashtag banking or services like mail money and Insta PIN generation. Over the last few months, Kotak has added several new innovative features, including message money, flight booking, buy a book via twitter, mobile and DTH recharge, internet-free mobile banking, and several other services. Today, there are more than 77 different things a customer could do using the Kotak mobile banking app. The campaign builds on the hugely popular ‘Kona Kona Kotak’ campaign that announced the coming together of Kotak Mahindra Bank and ING Vysya Bank. The multimedia campaign across TV, outdoor, and digital is built around the slogan “Phone Phone Mein Kotak”. It showcases how mobile banking using Kotak’s app and Hashtag banking features has transformed the way people lead their lives, in simple and profound ways, be it in large urban cities or in the smaller towns of our country. The campaign explores this change that is sweeping across India thanks to technology, innovation, and a customer orientation. The campaign pegs on three unique features of Kotak Mahindra’s Banking experience on Mobile: Instant Money Transfer, Tweet to Buy a Book and Flight Booking to give viewers a perspective on the transactions they can do on their phone. It tries to communicate that with the passage of time, the means of banking may be evolving but the emotions are just the same. Karthi Marshan, Sr EVP and Head, Group Marketing, Kotak Mahindra Bank, said, “Banking has truly evolved from traditional branch visits to anytime, anywhere banking on several screens, mobile being the most popular and widely accessed. The adoption rate of our mobile banking app is amongst the highest in the country. As pioneers in digital banking, we offer as many as 77 myriad services through our banking app that include mobile and DTH recharge, ecommerce transactions, etc.” “Phone Phone Mein Kotak campaign highlights some of our key mobile features such as flight booking, money transfer and tweet to order a book. We have seen a significant surge in in-app shopping and payments, and this momentum is likely to continue. Further, with ‘Tweet to Order’ we have integrated conventional banking and social media creating a revolutionary concept called Social Commerce,” Marshan added. D Ramakrishna, Agency Head, Cartwheel, said, “Phone Phone Mein Kotak is the second sequel to the highly recalled and successful Kona Kona Kotak campaign. This campaign highlights the far reaching impact that mobile banking has had on the dayto-day lives of Indians, be it in Chennai or Chittorgarh. Kotak was among the first banks to pitch its tent in the digital domain, with features like instapin, mailmoney, and hashtag banking. Today, there are 77 different things Kotak customers can do with their mobile banking app. This campaign seeks to help Kotak claim leadership in mobile banking by leveraging the utility, convenience, and efficiency of its digital features. With apps that work on smart and feature phones, Kotak is uniquely placed in staking such a claim. The campaign has 3 TV commercials built around flight booking, message money, and tweet-to-buy-a-book. The outdoor campaign highlights several other features. A bunch of youtube videos as well, talk about some of the 77 things customers can do.
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>> BRIEF << Kotak Mahindra Bank’s ad campaign says ‘Phone Phone Mein Kotak’ The TVC tells the consumers how mobile banking using Kotak’s app and Hashtag Banking features, has transformed the way people lead their lives The campaign has 3 TV commercials built around flight booking, message money, and tweet-to-buy-a-book. INSPIRATION - WES ANDERSON The directors vision for art was inspired by - Wes Anderson > doesn’t just make movies — he makes art. The director behind films like The Grand Budapest Hotel and Moonrise Kingdom VISUAL STYLE : symmetry, Anderson’s penchant for centring shots isn’t just an overindulgent quirk. It’s actually proof that symmetry can be a highly effective visual technique. SYMMETRY 1. Humans Naturally Love Symmetry 2. Symmetry Creates Points of Interest 3. Symmetry Can Create Unique, Effective Portraits 4. Symmetry Can Be Funny 5. Symmetry Makes Information More Accessible Hence the art for the 3 TV commercials shows symmetry
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#1. TRAVEL FILM
(TRAVEL SCRIPT) >> GURGAON/GUWAHATI << A girl in a very busy boardroom. Presentation in progress. She uses the Kotak App on her phone. We see the graphics in some stylized way on screen. She books tickets for her parents from Meerut to Kochi, and then texts them. “Baba, MA… booked your tickets to Kerala… Enjoy the backwaters… Much love.” Elderly Baba and Ma in a house setting Guwahati house. They see her text. And smile. Baba uses the app. Buys a ticket from Mumbai to Kochi. And texts. “You are coming with us. We need someone to carry our luggage.” Girl sees the message. Smiles with a shake of her head. Super: Book flight tickets from your Kotak App VO: Mumbai se Meerut tak, apno ne shahar badle hain, sharartein anhi. phone phone mein Kotak. Kona Kona Kotak.
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#1a. BOARD ROOM Daughter
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MOOD BOARD
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PLAN > BOARDROOM
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT {29}
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
WINDOW WALL ELEVATION > BOARDROOM
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SOURCED
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SET PICTURES
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FLOORING : Wooden Planked WALL : Till 4’ wooden panel + Painted Top 5’ = ceiling (Total wall height is about 9’) RED ELEMENT : Back painted glass top from the table WINDOW : Frosted glass on the window - greens behind
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VIDEO LINK : https://www.youtube.com/watch?v=YK6n508RSac
#1b. GUWAHATI HOUSE Parents
MOOD BOARD
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PLAN > GUWAHATI HOUSE PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT {39}
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
Carpet options
FLOORING : On location + Carpet WALL : wallpaper + painted pillars - wall height (as per location) - 12â&#x20AC;&#x2122; RED ELEMENT : only in accents - throw / cushions / flowers
Wall art > flower power
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SOURCED
1.
Fabric > sofa
Wallpaper
Wall lights x 2
Red element - fabric for throw
Red element - pillow covers
Antler
Side chairs x 2
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SOURCED
Table lamp options
Sofa Console
Side tables
Artwork
Trolley
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
SET PICTURES
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VIDEO LINK : https://www.youtube.com/watch?v=YK6n508RSac
#2. TWEET FOR BOOK
(TWEET FOR BOOK) >> MUMBAI/MOHALI << Young man in a plush apartment > Bedroom tweets to buy “Best Horror Stories”. A man in his fifties, tweets to buy the same book, from a small town setting > kitchen /dinning Inter-cut between the two homes, where the young man and the old man are reading to their respective wives from the book. The lighting is dim. Both wives sit glued to the husbands. The younger wife is under a razai on the sofa. The older wife is more matter of fact, cutting carrots in neat stacks, while she listens. ( You can use the sound to build ambient horror atmosphere). Dude: The man turns around... The graveyard was empty ... Old Man : But the flowers next to the stone grave... They were gone... Dude : He closes his eyes... Starts walking again... Old Man : He hears footsteps behind him... tak...tak...tak... His wife now stops cutting the carrots, comes closer and grips her husbands arm. Dude: He stops but the footsteps come closer... Old Man : And closer... TAK...TAK...TAK...( Louder footsteps) The dude snatches a bit of the razai from the wife, tense. Old Man : The man turns around... Dude : Woh chudail.... Old Man : Woh chudail...( He does it more dramatically) Dude: Uski biwi thi... ( Almost whispers) A beat. The bulb in the dude’s apartment flickers. The dude turns around slowly to look at his wife. She makes a scary fucking face. In the flickering light she looks like a chudail. Dudes eyes go wide in horror. The old woman starts cutting her carrots again. Unimpressed. Old Woman : Haan haan biwi toh chudail hi hain... Super: Tweet to buy a book. VO: Hyderabad se Hoshangabad tak khwahishon ne raaste badle par Manzil nahi!, Phone phone mein Kotak.kona kona kotak Last scene: The dude tweets ‘ Best love stories’. The old man tweets ‘ Best cooking recipes
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#2a. BEDROOM Young husband and wife
MOOD BOARD
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PLAN > BEDROOM
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT {51}
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
ELEVATION > BEDROOM PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
Set picture
Fabric > Bed-sheet
WALL ART > BEDROOM
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SOURCED
FLOORING : Wooden vinyl WALL : Painted -pillars on either side to be kept loose to shift RED ELEMENT : painting mount and some hints in the props FOREGROUND : kept a room partition on stand by
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SET PICTURES
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VIDEO LINK : https://www.youtube.com/watch?v=YK6n508RSac
#2b. DINNING Old Husband and wife
MOOD BOARD
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PLAN > BOARDROOM PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT {61}
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
FLOORING : Pattern designed and printed on flex WALL : Painted egg white - cabinets: powder teal - patten tiles on some highlights RED ELEMENT : on the border depth of the foreground wall + some hints in the props FOREGROUND : wall arch -was to be made like in the bubble plan - got scrapped on site
Hanging light
Round table
Chair x 2
SOURCED Wallpaper
Flooring
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SET PICTURES
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VIDEO LINK : https://www.youtube.com/watch?v=YK6n508RSac
#3. MONEY TRANSFER
(MONEY TRANSFER) >> CHENNAI/CHITTORGARH << We see a man sitting at home. Big city. He is about to send Rs. 1000 via the Kotak app. He types a message "Congrats on the new arrival" We see an elderly man on a charpai. Small town. He enters Rs. 10000 on the money transfer section of the mobile app. He types, "Badhhaai ho, Lakshmi aayi hai." As he is about to send, he changes it to Rs. 10001. And the young man changes his amount to 1001. VO: Chennai se Chettinad tak, rasmein nibhane ke andaaz badle hain, rishte nahin. Phone phone mein Kotak. Kona Kona Kotak.
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#3a. CITY HOUSE Young man
MOOD BOARD
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PLAN > CITY HOUSE
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT ELEVATION > CITY
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HOUSE
Sofa > fabric
Sofa set
Pedestal lamps x 2 Wooden partition
Hanging light option Door handles
SOURCED Pedestal lamp opt.
FLOORING : black and white check WALL : painted powder teal - natural dark wood doors and furniture RED ELEMENT : upholstery of the seating set
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SET PICTURES
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VIDEO LINK : https://www.youtube.com/watch?v=D1gGJL4SVBI
#3b. SARPANCH HOUSE Elderly man
MOOD BOARD
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PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PREVIOUS CONCEPT > GOT SCRAPPED REASON : BUDGET
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT
PLAN > VILLAGE HOUSE
PRODUCED BY AN AUTODESK EDUCATIONAL PRODUCT {82}
FLOORING : Marble WALL : painted wall + wooden pillars RED ELEMENT : cushions and setti cover
Hanging light
Wall light
Wall brackets
SOURCED
Artwork Wall lights x 2
Fabric > low seating Wall paper > foreground
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SET PICTURES
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VIDEO LINK : https://www.youtube.com/watch?v=D1gGJL4SVBI
02
>> THE CLIENT << Savlon has a heritage of more than 50 years in India. ITCâ&#x20AC;&#x2122;s Personal Care Business marked its foray into the health space with the acquisition of the brand in 2015.
Savlon Soap Range > New Launch Savlon Soaps come with a unique proposition of "Tough on Germs, Gentle on Skin". Savlon Glycerine soap: Offers germ protection with gentle moisturising. Savlon Aloe-Vera soap: Offers germ protection with natural moisturising. Savlon Double Strength soap: It is a new launch in the Savlon Soaps portfolio with Active Silver, that offers protection from a 100 diseases. It is infused with silver nano actives. It has been approved by the Skin Health Alliance, UK.
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>> SCRIPT << The film opens on two brothers playing video games in their living room/media room. The mood is that of â&#x20AC;&#x2DC;after-rainâ&#x20AC;&#x2122;. The mother walks in and asks the boys why They are not playing outside instead. The brothers who much rather be playing their Video-game know exactly what to say in their defence. They begin to tell her about The harmful diseases they could contract while playing outside in the muck. The mother indulges in their con and just when the boys think they have won, The mother casually asks them which soap they use to bathe with. The brothers suddenly stop playing and look at the mom. She raises her eyebrows As if to wait for the answer. The boys then look at each other and know they have Lost. They grudgingly put down the joysticks and get up to leave.
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>> DIALOGUES << Mom: Arrey phir se video game? Bahar jaake kyon nahi khelte? Brother 1: Arrey mom baahar keechad mein khelne se Scabies ho sakta hai na? Mom: Achcha? Brother 2: Haaanâ&#x20AC;Ś Brother 1: Aur agar Gastro, E coli ya Ringworm ho gaya na... Brother 2: Toh toh finishâ&#x20AC;Ś Mom: Arrey baap re! Brother 2: Haaan. Mom: Waisey hum kaunse saabun se nahatey hain? Doctor: Savlon Double Strength ka Active Silver, apko poore ek sau bimariyon se protect karta hai par skin pe hai ekdum gentle. Savlon Double Strength Soap. Gentle is powerful.
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>> STORY BOARD <<
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>> TASK << To tell consumers Put their outdoor germ worries to rest. Savlonâ&#x20AC;&#x2122;s Double Strength Soap with Active Silver protects from over 100 diseases while being gentle on your skin. Gentle Is Powerful
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>> BRIEF << To introduce the new launch in the Savlon Soaps portfolio with Active Silver, that offers protection from a 100 diseases. > The TVC required the art team to create 3 sets for it : 1. MEDIA ROOM > for the geeky boys 2. SHOWER AREA > where the 2 brothers are shown taking a shower > applying the Savlon’s Double Strength Soap 3. DOCTORS CABIN > for the doctor to tell the consumer that > Savlon’s Double Strength Soap is Gentle yet Powerful protects from diseases .
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1. MEDIA ROOM
MOOD & PALLET
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KEY REFERENCE
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DOOR STYLE
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L BOOK RACK > WALL TO DOOR
DOOR TO PASSAGE (Hint)
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OTHER STYLING LIKES
Window style
Book rack style + cosy couch
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LOCATION > MEDIA ROOM
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PLAN Media room
Garden area
Open area > bathroom set
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WALL > A
WALL > B
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ELEVATION > A
ELEVATION > B
CORRIDOR
TV SIDE
L BOOK RACK
WINDOW > VIEW OF THE GARDEN AREA
SOURCED
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SOURCED
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SOURCED
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SOURCED
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SOURCED
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SOURCED
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SOURCED
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SET PICTURES
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FINAL FRAME SHOTS
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GARDEN > PORCH
LOCATION
SOURCED
REFERENCE
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BEHIND THE SCENES
Green Polypropylene Artificial Grass Thickness - 20mm
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SET PICTURES
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2. SHOWER AREA
REFERENCE > SHOWER AREA
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SOURCED
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PLAN
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ELEVATION
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SET PICTURES
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3. DOCTORS CABIN
REFERENCE > DOCTORS CABIN
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LOCATION > DOCTORS CABIN
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SOURCED
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SOURCED
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SET PICTURES
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FINAL FRAME SHOTS > DOCTORS CABIN
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Video link : https://www.youtube.com/watch?v=-1pBMSZb7ks
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03
>> THE CLIENT << Kit Kat is a chocolate-covered wafer biscuit bar confection created by Rowntree's of York, England, and is now produced globally by Nestlé, which acquired Rowntree in 1988, with the exception of the United States where it is made under license by H.B. Reese Candy Company, a division of The Hershey Company. The standard bars consist of two or four fingers composed of three layers of wafer, separated and covered by an outer layer of chocolate. Each finger can be snapped from the bar separately. There are many different flavours of Kit TAG LINE: ‘Har Break Hai Ek Mauka Kucch Alag Kar Dikhaane Ka’
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>> AIRPORT ANNOUNCER SCRIPT << ●The film opens in the control room of an airport from where flight announcements are made. We see three girls hard at work making announcements, in front of a huge bank of monitors showing all the different parts of the airport. ●We focus on one of those girls – a pretty girl, about 22 years old. We hear her making an announcement: Last call for Mr. Shirish Verma…Gate 201… ●As she makes the announcement, we see her noticing a big, hefty guy in his late 20’s, with many bags huffing and puffing as he runs. Obviously, he is the Mr. Shirish Verma about whom she just made the announcements. She sees him as he stops, breathing heavily as he puts his hands on his knees and gives up. ●The girl takes a break. Spotting a 2F Kitkat in her bag, she takes off the wrapper, slides her finger along one bar. Still looking at the guy on the screen, she breaks a kitkat wafer and as she looks down at it to take a bite, she suddenly takes a second look at the mike in front of her. She plops the chocolate in her mouth and as she starts chewing a small smile comes on her face as she looks back at the passenger, still with his hands on his knees. ●She grabs the mike and announces: Mr. Verma…you in orange…(the tired looks up in surprise) come on, you can make it!!!! ●Then breaking out from her role as a serious airport announcer, she starts singing a version of the famous ‘Bhaag Milkha Bhaag’ (Run, Milka, run) song to encourage the guy: Ab tu bhaag Vermaaaaaa…Bhag-Verma, Bhag-Verma, Bhag-Verma… (Start running, Vermaaaa (replacing a word in the song with the character’s name)…Run-Verma… Run-Verma… Run-Verma…) ●Hearing it, we see the guy starting to run again. ●Back in the control room, we see the other two announcers looking at her in complete surprise and shock. Obviously, they have never seen this side of her before. The girl plops the second wafer of Kitkat into her mouth, as she starts to sing with complete gusto and abandon, and does a little jig as she sings: Ab tub bhag, bhag, bhag, bhag, bhag…Verma… (Now you run, run, run, run, runnn…Verma) ●We see her colleagues starting to smile, impressed by her singing. ●We now see the man running hard, inspired by the girl’s singing that booms out of the airport’s speakers, as passengers around him also cheer him on. ●Back in the control room, we see the announcer’s colleagues have gathered around her, cheering. As the girl’s song reaches a crescendo: Bhag, bhag, bhag, bhag, bhag… ●We see the guy, breathless, making it just in time for his flight and raising his arms in victory. ●As the song finishes, we see the girl’s colleagues in the room break out into applause. The girl turns around and takes the applause with a little bow. We hear the voice over saying: Yeh tha inka main-bhi-rockstar break… (This was her am-a-rockstar break) ●Pack shot of both 2F and 4F Kitkat. Aapka break jaisa bhi ho…hai ek mauka, kuch naya kar dikhaane ka.Have a break, have a KitKat (No matter what kind of break you take…it’s an opportunity to do something new. Have a break, have a Kitkat.)
STORY BOARD
> > >
>
> > >
>
> > >
>
> > >
>
> > >
>
>> BRIEF << THE ANNOUNCER BREAK Since KIT KAT Celebrates #MyBreak ,The TVC talks about how this airport announcer did while taking her break! ..For this it required us to make a set for : 1. Control Room / Surveillance Room LOCATION : Riverdale Studios. Address: 102a, Tulsi Pipe Road Senapati Bapat Cross Road, Opp Agmark Lab, Matunga West, 400016 - Mumbai. 2. Airport LOCATION : T2,Airport,Mumbai.> Luggage +airport props like boarding pass,bag tags,sleeping pillows,etc. had to be sourced
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CONTROL ROOM
LOOK AND FEEL
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LOOK AND FEEL
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SET LAYOUT <
< Green
Corridor >
screen
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SET SKETCH
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Corridor window style > frosting Door style
Corridor wall marble panelled
Floor tiles
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Door
Wall
Corridor
Furniture door and window frames
Table tops Window style
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Sun light >green screen behind
Reference
L DESK > SKETCH
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DESK 2 > SKETCH
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SOURCED
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SOURCED
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SITE PICTURES
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BEHIND THE SCENES
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SET PICTURES
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AIRPORT
AIRPORT > LOOK AND FEEL
Man running • Colours of people • muted and soft hues
1.
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BOARDING PASS DESIGN
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BEHIND THE SCENES
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FINAL FRAME SHOTS > KIT KAT Celebrates #MyBreak | The Announcer Break
AIRPORT
https://www.youtube.com/watch?v=FvPoJ5w94eg
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CONTROL ROOM
04
>> THE CLIENT << Hike Messenger (stylized as hike) is a cross-platform instant messaging service for smart-phones that uses the internet for communication. In addition to text messaging, users can send each other graphical stickers, emoticons, images, videos, audioâ&#x20AC;&#x2122;s, files, voice messages, contacts and user location. Hike was launched on 12 December 2012 and raised its first round of funding of $7 million from Bharti SoftBank in April 2013. Hike is a joint venture between Bharti Enterprises and Softbank. Hike's founder is the son of Bharti Mittal, the founder of Airtel....!
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>> REASON FOR THIS TVS << Hike messenger recently launched photo filters and doodles to its gallery. The new feature will allow its users to create personalised pictures by sketching and texting on images and adding multiple effects by using the photo filters available. To use photo filters and doodles, users can simply go on the 3 dot menu, select new photo and add their favourite filter. There are around 20 Indian filters like ‘Sholay’, ‘Polaroid’, ‘Mashaal’,’Inked’ J‘alebi’ including personality filters like retro, mellow, and vintage, which can be used. To add a Doodle, users can tap on doodle icon, select colour of their choice by tapping on the colour palette displayed below and start creating illustrations. The feature additionally allows its users to change the pen size as well. In addition, the company will be running a marketing campaign and contests on social media in an attempt to keep users using their service. Previously, Hike launched a Hindi news feed in its app after seeing a hit rate of 100 million English news stories per week. The feed will allow users to access nuggets of news reports across sports, entertainment, politics, technology and other categories. As of September, Hike had 35 million registered users. Other popular rivals like Whatsapp and Viber have a user base of 900 million and over 40 million, respectively.
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STORY BOARD >> BABES OF '03
1
BABES OF '03 https://www.youtube.com/watch?v=2CspchlRjio
1.
Location ● Na-mah bungalow ● Madh Island
PHOTO ’03 > NEAR THE POOL
Look and feel as per location
REFERENCE IMAGES
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SOURCED
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Audio : Meet the ‘Friends of 03’ sirf naam ke hain friends, Visual: Picture of year 2003 of the 3 friends at the pool with their legs dipped in water and having ice cream Place : Exterior - swimming pool
SET SETPICTURES IMAGES
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FINAL FRAME SHOTS
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2.
DAVID + MOM
SELFIE > CAR
Visual : Mother with David sitting in the backseat of her car taking a selfie Place : car Framing : Left of frame
FINAL FRAME SHOTS
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3.
KAIRA + MOM
SELFIE > HOTEL WASHROOM
REFERENCE IMAGES
Location ● Viva bungalow ● Madh
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PLAN > HOTEL WASHROOM
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ELEVATION > HOTEL WASHROOM
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SITE PICTURES
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SET PICTURES
Visual: Mother in a hotel washroom with kaira looking in the mirror and posing for a selfie Place : High-end hotel washroom Framing : Right of frame
FINAL FRAME SHOT
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4.
Babloo +Mom
SELFIE > BED (BEDROOM)
Location ● Viva bungalow ● Madh
1.
Bed back style REFERENCE IMAGES
< SITE PICTURES
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SET PICTURES
< FINAL FRAME SHOT
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5.
TYPING ON PHONE
KITCHEN > DAVID MOM
REFERENCE IMAGES
Visual: David’s mom in the kitchen fiddling with her phone Place : House interior - Kitchen Framing : Right of frame Location ● Viva bungalow ● Madh
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PLAN > KITCHEN
ELEVATION 1 > KITCHEN
SITE PICTURES
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SET PICTURES
< FINAL FRAME SHOT
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6.
TYPING ON PHONE
CAFE CORNER > KAIRA MOM
Location ● Viva bungalow ● Madh REFERENCE IMAGES
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SITE PICTURES
Location ● Viva bungalow ● Madh
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Visual : Kairaâ&#x20AC;&#x2122;s mom sitting on a couch at a cafe fiddling with her phone
SET PICTURES
Place : Cafe Interior Framing : Left of frame
< FINAL FRAME SHOT
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7.
TYPING ON PHONE
DRESSING BEDROOM > BABLOO MOM Visual: Babloo’s mom at the dressing table fiddling with her phone Place : Babloo’s mother’s room Framing : Right of frame
REFERENCE IMAGES
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SITE PICTURES
< FINAL FRAME SHOT
SET PICTURES
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Audio : Ek ke hath mein bomb hai ,the rest have gun and talwaar
Visual : Picture of Babloo holding a doodles bomb Place: House interior Framing: Left of frame Visual : Picture of Kaira holding a doodled gun. Place : House interior Framing : Right of frame Visual : Picture of D avid holding doodles sword Place: House interior Framing: Left of frame
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2
HIKE PHOTO FILTER & DOODLES https://www.youtube.com/watch?v=08feY9sXBTc
AUDIO
VISUAL
Babloo flies like a super man.
We see a picture of Babloo on the phone with a red cape
Kaira hunts like a cat.
We see a picture of Kaira being uploaded with a doodle of a catwoman around her face.
David is a born cowboy, he even sleeps with his hat.
David picture being uploaded wile heâ&#x20AC;&#x2122;s sleeping with doodle of a cowboy hat
Babloo flies like a super man.
Kaira hunts like a cat.
David is a born cowboy, he even sleeps with his hat.
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BABLOO > SUPERMAN LOCATION > BEDROOM
Bedroom reference
FLYING ON BED
REFERENCE IMAGES
HOLDING ON BED
FLYING > HAND SUPPORT
1.
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a. {236}
KAIRA > CATWOMAN
b. LOCATION > BEDROOM 2
Inside room
REFERENCE IMAGES
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b. {238}
DAVID > COWBOW
c. LOCATION > COUCH
REFERENCE IMAGES
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c. {240}
05
>> THE CLIENT << Max Life Insurance, one of the leading life insurers, is a joint venture between Max India Ltd. And Mitsui Sumitomo Insurance Co. Ltd. Max India is a leading Indian multi-business corporate, while Mitsui Sumitomo Insurance is a member of MS&AD Insurance Group, which is amongst the top general insurers in the world. Max Life Insurance offers comprehensive life insurance and retirement solutions for long-term savings and protection. A financially stable company with sound investment expertise, Max Life Insurance has a strong customer-centric approach focused on advice-based sales and quality service. “Max Life Insurance has always stood for honesty and transparency in the sector which for the most part is seen as untrusting. They have built their equity and differentiation over the last few years on the value of ‘Honesty’. Earlier they highlighted the honest and straight forward dealings that the advisors have with their customers, seeding the proposition of ‘Aapke Sachche Advisor’.
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>> CAMPAIGN << Max Life Insurance, one of India’s leading life insurance companies launches a new campaign ‘Sachchi Advice’. The new campaign emphasizes the importance and significance of honest advice which, usually comes from someone who has a genuine interest in your welfare. The central theme of the campaign is captured with the tag line 'Sachchi Advice sirf apne hi dete hain'.
>> STORY /SCRIPT << TWO BROTHERS, A GAME OF CAROM AND SACHCHI ADVICE The campaign brings alive ‘Sachchi Advice’ through an engaging story of two brothers playing carrom in their home. The older brother suggests to the younger brother to start saving instead of buying an expensive phone. This is followed a few seconds later with another suggestion to buy a less expensive phone and use the remaining amount to invest in an insurance policy. The younger brother casually shrugs off his older brother’s suggestions with a few tongue-in-cheek retorts and asks why his older brother, at his age had not thought it important to save for the future. The older brother answers saying that when he was younger he didn’t have a caring older brother like he is now to advise him accordingly. This one sentence is the very thread that weaves the campaign together. The film is built on our nature to consider the advice of those older than us, especially siblings, to be old fashioned and archaic and therefore in many ways irrelevant. The new TVC with the tag-line 'Sachchi Advice sirf apne hi dete hain' showcases the importance of honest or Sachchi Advice and the old adage that it's only those who care for you, who will give you honest advice
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>> BRIEF << To introduce the new campaign 'Sachchi Advice sirf apne hi dete hain'. and considering the script... The objective here was to create a Veranda of a Bengali house..In an existing Location : PARSI LYING -IN-HOSPITAL.,Fort,Mumbai. The look/art > why Bengali According to the client : Bengali’s are very simple people or rather they have a simple living, high thinking. And as the ad film talks about : “Saving Today means a secure tomorrow.” A Sachchi Advice marks the beginning of your life-changing journey!“ Hence the Bengali feel. Suits the entire story and has a bit of a connect with what the brand is trying to convey.
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Right of frame > Veranda
Entrance > Veranda
Bedroom
Bedroom hint
LOCATION Parsi Lying - In - Hospital Address: Ghanshyam Talwatkar Marg, Opposite John Canon High School, Church Gate, Azad Maidan, Fort, Mumbai, Maharashtra 400001
Left of frame > Veranda
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VERANDA FROM THE LIVING ROOM
LOCATION : Parsi Lying - In - Hospital REFS - VERANDA FROM THE LIVING ROOM
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Curtain options for the entrance > veranda
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HERO PROPS
HERO CHAIR AND TABLE
CAROM BOARD + COINS
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EXTRAS FOR AROUND THE HERO SETUP + LIVING ROOM FURNITURE
SOURSED
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SET PICTURES
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LOCATION : Parsi Lying - In - Hospital
VERANDA
VERANDA
REFS - VERANDA > RIGHT OF FRAME
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VERANDA LONG WALL
Curtain options for the door at the back > veranda
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VERANDA BACK WALL
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VERANDA FILLERS
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SET PICTURES
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VERANDA REVERSE
LOCATION : Parsi Lying - In - Hospital
REFS - VERANDA > LEFT OF FRAME
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REVERSE WALL
1.
< PRACTICALS >
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WALL ART Photographs of family, Bengali leaders, poets, artists etc. Famous artist paintings and miniatures paintings, wall plates
1.
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SET PICTURES
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BEDROOM
BED ROOM FROM THE VERANDA
VERANDA FROM THE BED ROOM
REFS - BEDROOM HINT > LEFT OF FRAME
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BEDROOM FURNITURE
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SET PICTURES
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Right of frame > Veranda
Left of frame > Veranda
Video Link: https://www.youtube.com/watch?v=EYiRUruGiJc
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06
>> DULUX VELVET TOUCH - DIAMOND GLO << Brand Endorser -Shraddha Kapoor Photographer –Prasad Naik Production Team –Fusion Films
Shoot date –2.8.2015
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>> DULUX VT DIAMOND GLO << Dulux Velvet Touch - Diamond Glo is a premium interior emulsion. Especially designed to give your walls a superior sheen along with luxurious smoothness. At the same time, keeping up to its promise of moisture - resistant high durability. Also, its surface slip technology delivers better stain-repellence than any other ordinary emulsion. In short, its perfectly designed to dazzle your life, everyday. Special feature: Dazzling Sheen of Diamonds >> BRIEF / REQUIREMENTS FOR THE STILL SHOOT <<
● Jewellery to be minimum. Maybe 1-2 distinct pieces instead of too much, so it doesn’t look like a jewellery ad ● Minimal surrounding props, focus to not go away from Shraddha, let props not be the hero ● Make up and hair to be such that we can recognize Shraddha, shouldn’t be over the top ● Total number of changes = 4. Total number of postures = 4
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LOOK 1 Rich Burgundy
DRESS REFERENCE : Closest at in the image ● HAIR STYLING : Closest as in the image ● WALL COLOUR :Rich Burgundy
Hanging crystal sq. lights
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(No Buttons - Distress Polish Look)
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LOOK 2 Venetian Turquoise
DRESS REFERENCE : Closest at in the image >● HAIR STYLING : Closest as in the image ● WALL COLOUR : Venetian Turquoise
Shades To Be Made
Wall Bracket Light
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(Buttoned - Distress Polish Look)
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LOOK 3 Peach Puff
DRESS REFERENCE : Closest at in the image >● HAIR STYLING : Closest as in the image ● WALL COLOUR : Peach Puff
Pedestal Lamp
Bracket Light
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LOOK 4 Cherries Jubilee
DRESS REFERENCE : Closest at in the image >● HAIR STYLING : Closest as in the image ● WALL COLOUR : Cherries Jubilee
Champagn Glasses : Hand Prop
Hanging Lamp
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Foot Rest
(Polish Natural Brown)
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Wall skirting reference
Floor reference Harlequin Hi-Shine - dazzling range of scuff resistant, mirror finish flooring to give a sophisticated â&#x20AC;&#x2DC;wetâ&#x20AC;&#x2122; look to a display location ,exhibition booth, film sets: available in primary colors, white and a stunning black. - Eye catching, shiny effect for dramatic presentations - Fast, loose-lay installation - Lays flat and stays flat - Trouble free - Easy, one wipe cleaning and tape removal
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>> WHY SHRADDHA KAPOOR ? <<
The gen-next star, Shraddha Kapoor has been announced as the brand ambassador of Dulux paints. She has joined the league with Farhan Akhtar who is already endorsing the brand’s exterior and interior range. Rajiv Rajgopal, director of the brand AkzoNobel India- parent company of Dulux paints feels that Shraddha is a perfect fit for the brand. Because : "India with a large and young population has a great demographic advantage. The average age of the 1.25 billion strong Indian population will be 29 years in 2020. Hence, Shraddha Kapoor is a perfect fit as the brand ambassador to connect with this set of next gen consumers," he added. “Home decoration is a significant medium of expressing one’s individual style and Dulux helps consumers in finding that style along with great performance.” “Together with Farhan Akhtar, Dulux’s new brand ambassador Shraddha Kapoor will be supporting the efforts at increasing the market for this iconic and truly international brand,”
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Dulux paints - association with Shraddha Kapoor was featured in Tribune, HT and many more. http://epaper.tribuneindia.com/575197/The-Tribune/TT_29_August_2015 http://paper.hindustantimes.com/epaper/viewer.aspx
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>> CONCLUSION << For any Medium, be it a Feature Film or a TVC, understanding the theme and objective is very important. If the Art Director’s set does not complement the Story or distracts the focus of the product then even though the set is beautiful and aesthetically pleasing, it is a communication failure. Art director’s job is to convert the director’s vision into celluloid Reality and bridge the gap between the audience and the message to be delivered. It requires more realistic and detailed sets and sometimes requires it to be Art-directed : reality -glossier and glamorous. Understanding the story, Product and the situation helps one to design a space which is relevant and believable. For TVC’s : the focus is more on the realistic setting with a little un-reality. Today slowly the audience is becoming more aware and hence realistic settings are more in demand. Through this project I understood the Different requirements of different themes, genres and treatments. I was able to identify the objective and the target of the Set being created and contributed my efforts in designing for the same.
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>> LEARNING << The projects helped me in symplifying the whole process of design. It taught various stages of design and how they are carried .It specifed that how a design is developed impeccably by analyzing all the feedbacks and reviews. I worked on more than 10 different live-projects projects, all with different scopes of work which helped me to explore my design abilities and push the envelope with each project. This was the first time I was able to focus all my strength on Production Design as a subject. It helped increase my sense of detailing as well as showed me how i could apply myself better in this area. It also helped me in learning time management. It sincerely taught me the knowledge required to understand the processfrom scratch to finish . The projects taught how to handle client and deliver a good result fulflling the clients requirements. I also understood the process from research to the fnal design. The whole experience was a turning point in my life where i learnt , I perceived and tried my best to deliver good results. Overall it was a lot of hardwork but a lot of fun as well !
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>> BIBLIOGRAPGY << https://www.google.co.in/ https://www.behance.net/ http://designspiration.net/ https://www.youtube.com/ http://design-seeds.com/
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