. : Studio Brief 03 :.
Ycn 14/15: Whistles Winter 2014/15
Ycn briefs Hammerson: Brent Cross Brent Cross is an indoor shopping centre in Hammerson, London that needs a rebrand. the keywords I picked out from the brief are: Futuristic Delevoped Network Eco-friendly
Inspiration: Masdar city, Abu Dhabi Masdar is the world’s leading city in urban planning. Dubbed a smart city it has been designed for purpose from the ground up. Beautifully encapsulating humanity’s desire to move into the future
Inspiration: bullring we are so city An ad campaign I recently saw in my home city was ‘we are so city’. Campaign features a rotating miniature city, all the different part move independently and shops and restaurant are represented my object on the model. This is a strong idea as it shows more of what in inside each shop and resaurantn as well as their positions within the city relaitve to each other. It feels to me like a map when all the buildings have been turned inside out.
Itv2 Rebrand
Tongue and Cheek, jokey idents. Entertainment. Young people, attention grabbing. Instant recognition. What stimulus is hardwired into modern day young people? Phone, food, sex, sleep. Other themes/likes/fears: Children, animals. Nights out. Holiday and travel. Chores and cooking.
Santander 1, 2, 3 Current account
I could appeal to students with images of savings they would likely have in piggybanks money jars etc. Animation is popular for bank adverts.
College and Uni tudents 16 to 25. Railcard, interest and overdraft.
The storyboard shows my initial idea where the steps 1,2 & 3 symbolise saving, saving Simple, personal, fair. and payoff. The larger interest generates greater savings. The customer is 'caught' Stop motion? With coins and notes. before they fall with an overdraft and has Three beats: save, save, payoff (explosion?) offered a Railcard too.
sage Advice and software for small businesses Trustworthy, simple, professional. Simple and beautiful motion graphics. Sebas and clim / Monument Valley. Reliable. Just the right amount of help. Personalised. Soft-bassy music (No ukelele!!!) In order to show small businesses that Sage is a trustworthy and professional choice, I am choosing to use motion graphics that is sleek and beautiful, not tacky or gimmicky.
Tante de ForĂŞts is a more beautiful example of smooth movement in motion graphics both this and Monument Valley use elegant colour and shadowing Tiny story has much less content but the timing is what makes this piece
Mediolanum is a motion graphics filled with movements and some provide shapes. This style is good for explaining initiatives or selling concepts.
What can you do in 10 minutes? Wait for the delayed 9:10 to Kings Cross Blink 2000 times Have a good lie in Run 2km (man out of breath) well... More like 1.5km Order food (and wait for the missus) Or change your child’s life by reading to them for just 10 mins per day.
Like father, like child Parent-child connection across history and culture, apprentice/farming/Wilkes and sons. The concept of children copying their parents is a little bit overused. The apprenticeship idea is stronger however as it is present across cultures and history.
This way we can encourage fathers to pass on the skills/gift of reading. Like how craftsmen would pass on skills when they take on their sons as apprentices
Save the children Framing reading as an adventure Inspire, motivate others to read to children. 10 minutes a day. Fun, personal, enthusiastic, engaging. Books are an adventure, one that you can take as father and child.
By framing reading as an adventure there is the potential to make this sentimental for the viewers
Whistles scent Woman: intelligent, independent, discerning, elegant, relaxed. Man: aware, selective, confident, versatile, considered. Whistles is a very particular brand and though the fragrances need to stand out, there is a certain style that they need to fit into. Many bottles and designs for perfumes on the market now are black/gold or pink etc. I think that for something like whistles the design needs to be white, grey, black, silver and brown.
Inspiration: Murat Pak
Murat Pak is a motion designer who specialises in abstract shapes and textures. I want to create and Animate shapes that and encapsulate themes of the fragrance and then even design bottles to match the shapes. The images could even be encapsulated into flat/print design
The propercorn ethos Correct, but not perfect. Efforts, attention to detail. Passion is what makes at its best. Personal. Love and effort is what makes a good product.
Inspiration: “a History of the title sequence” - From Form
Ties with fashion, arts, film, music industry. The history of the title sequence is a good It is done right. example of the propercorn ethos. The film Right, correctly. Right, morally. illustrates the beauty in careful preparation, and accurate execution. The use of measuring Desk snack, sharing, productivity, games instruments brings in the idea of precision.
Corrected grammar? could this be the customer's job. Making the brand inter active by getting the customer to change ‘Done Proper’ to ‘Done Properly’
Propercorn Get lots of people to write or draw something to see how one thing can be done properly but in many different ways. My first idea was to celebrate difference but within the lines of what is good. This is why I came up with the idea to design the grid pattern with different handwritings of the same word confined within them. I discovered that Propercorn already have Perfection (old technical drawings, a hand drawn popcorn pattern wrapping paper. This means I can't use my latest idea mathematical patterns) but it gives me confidence to know the time There is also the point where perfection on the right track. and/or precision go so far that it falls out of the scope of the propercorn ethos. My inspiration for these repeated texture Mathematical patterns did spring to mind is came from the designs of Helen Dardick. as a possible project outlook. This, I feel Her designs are fun, much like the branding attitude of this Propercorn. Wrapping paper focuses too much on perfection. seems to be a favourite new design branding point and it also provides a texture that could be utilised in print or web design.
Attitude: done properly.
Attitude: Fun
Revamping places and spaces.
Like Maltesers, they advertise the weird kooky ways that individuals use the product. my idea is to have a factory setting. It would This celebrates weirdness, individuality, fun, Where do we put this campaign? where will be fun and fantastical where robots select the customer. it be seen by the traget market? Interactivity? the improper pieces buttons, beads other Product towers and displays. small random objects so that only the proper popcorn goes in the bag.
Propercorn pack illustrations: a narrative
Extend the narrative of pack design with The other option would be line based animation? animation. This will require more time and effort that stop motion animation allows for This style of rough, cutout animation is a the taking over of spaces and the potential good way to get around using content that for real-world projects. You can get the view was not originally intended for animation (or it involved with the making of/timelapse stop frame physical cut outs.) and also this allows for rustic and interesting services.
collectibles and customer rewards
potential ‘done properly’ card phrases
My other idea is for a campaign that gives “No secret ingredients or magic words, just away a free gift (or an extra bag of popcorn time and a taste for popcorn” for free) when customers collect the “Each improved recipe is our new personal complete range of collectable cards. best “ These would be like tobacco cards made with nice pretty hand lettering and recycled materials There would be one in each packet but some more rare than others. This may also encourage interaction between customers as they trade cards ect.
Another idea... Following the ‘Red Bull gives you wings’ style of campaign the product could be branded/ advertised as something that makes you do everything ‘properly’.
markbrooksgraphikdesign.com
district8.com
whistles Moodboard
Grids grids grids
Abstract form
Add a splash of colour
Pinned from lifebuzz.com
Mask over final video for cool texture print series
Pinned from designspiration.net
Pinned from zwoelf.net
Pinned from zwoelf.net
shape
P b
P m
press grids print web
Acne EBlast
Pinned from district8.com cardboard relief. Pinned from notwo.org
Pinned from graphicdesignandtattoos.com
layout
Grids grids grids
#graphicdesign #landscape
Pinned from graphicdesignandtattoos.com Pinned from designspiration.net
Pinned from biancalavaca.tumblr.com
Swaan poster by Mark Brooks Pinned from markbrooksgraphikdesign.com
P d
Ernesto Artillo Add a splash of colour
Pinned from ernestoartillo.com
Pinned from lifebuzz.com
Grids grids grids
#identité coma jeffhandesign
Pinned from graphicdesignandtattoos.com
Pinned from notwo.org simple graphic overlay
4331293714_de71b2b02e_o.jpg 870 × 1219 pixels by Jelle Martens Pinned from designspiration.net
Mask over final video for cool texture print series Card cut out and hold up prop for Pinned from Pinned from photography designspiration.net zwoelf.net Pinned from by Alki1
designspiration.net
Pinned from flickr.com
Pinned from Pinned from cardboard relief. pinthemall.net designspiration.net
Pinned from biancalavaca.tumblr.com
Swaan poster by Mark Brooks Pinned from markbrooksgraphikdesign.com
#graphicdesign #landscape Pinned from Acne EBlast
designspiration.net
Pinned from district8.com
P d
cardboard relief. #graphicdesign #landscape
Grids grids grids
#identité coma jeffhandesign
Pinned from
cardboard relief.
Pinned from zwoelf.net
Add a splash of colour
Pinned from biancalavaca.tumblr.com
Swaan poster by Mark Brooks Ernesto Artillo
Pinned from markbrooksgraphikdesign.com Pinned from ernestoartillo.com
Pinned from lifebuzz.com
.
Acne EBlast Pinned from district8.com
Grids grids grids
Pinned from Card cut out and hold up prop for designspiration.net
photography by Alki1
Pinned from graphicdesignandtattoos.com
Pinned from flickr.com
Mask over final video for cool texture print series Pinned from designspiration.net
Think, moulded polystyrene in different shapes instead Pinned from notwo.org
#graphicdesign #landscape Pinned from designspiration.net
Pinned from brisbanekids.com.au .
Interaction Pinned from designspiration.net
environment distortion 4331293714_de71b2b02e_o.jpg 870 × 1219 pixels
high fashion by Jelle Martens Pinned from life style designspiration.net
Young adult
sensory
City living #identité coma jeffhandesign Pinned from Pinned from
no-place
designspiration.net
designspiration.net
4331293714_de71b2b02e_o.jpg 870 × 1219 pixels by Jelle Martens Pinned from designspiration.net
gratified. this is so delicate, do you agree? lovely illustration 1 Pinned from designspiration.net
gratified. this is so delicate, do you agree? lovely illustration 1 Pinned from designspiration.net
Show a progression Pinned from sharonadesign.com
Show a progression Pinned from sharonadesign.com
Stylish fractured geometric intangible wearable smooth human Complex
whistles Moodboard
Whistles Man / whistles woman films (30 sec)
Photographs and screenshots for these films are good material for print (leaflets, social media, web, posters, event design) These films may be with or without models.
Output considerations
An idea to utilise the very “media savvy“ The squares fit together like on Instagram / theme to this brand. anews feed / pinterest blog.
Above I have illustrated a simple narrative that streches across 3 films. This could be utilised as a 3-step campaign
+Woman
Visualisation
+man
Visualisation
“ Think about being more innovative with this project”
“Try reinventing the way perfume is percieved by the customer”
Feedback
“How is this fragrance range new and different?”
“Think about innovating the way perfume is worn”
“The male and female models could meet, put the both in the context of each other”
“The shapes for each one could even fit together”
“The shapes are interesting, maybe they can be used in typography”
“Alternatively they could just walk past each other”
Me trying to be innovative and then later deciding conclusively that it was a ridiculous idea.
Production skills online tutorials I knew that to create the effects I had in mind I would need to fine tune my skills in compositing and other relevant areas. I actually went through more than 10 tutorials but i’ve written about the most applicable/ useful of the lot, along with my outcomes and how they were applied to each project.
01: abstract shapes
Greyscale gorilla I used this tutorial to practice making abstract forms from revolved shapes. My original intention was to make something that would ‘wrap’ around the model.
02: abstract shapes from loft splines
BakaArts I used this tutorial firstly because I thought it looked interesting. With my final outcome I also tried to incorporate what I learned in the first tutorial by creating a revolved form from it. After these two I moved on, deciding that wraping an object would be too dificult to manipulate according to the model’s movements.
03: abstract sphere CMFGeneration Next I tried cloning cubes to a sphere as a way of investigating how I can make any shape more interesting. I wasn’t planning to use this sphere directly on the model but I intended to keep this knowledge for later use when I do find a shape that can be easily adjusted to the model’s movements. I also downloaded a light room from this tutorial which I later used to display my perfume bottles.
This tutorial was really useful for me, it showed me the best way to make a geomertic cage. I used it as a basis not only for my promotional videos but also for the bottle designs later on.
04: Organic triangles
GFX Buddy
Greyscale Gorilla This was a really useful tutorial from Greyscale Gorilla. I composited a slightly reflective object into footage I took of a cycle path near my flat. I was able to get pretty accurate reflections and lighting on this object simply by using a panoramic image of the spot where I shot the footage as a digital sky in Cinema 4D. I used this technique in my Whistles launch video as the object was glass-like and floated in the woodland. so it needed good reflections.
05: Panorama lighting
06: footage colour rection
r corBoss Tutorials When I was editing together my promotional videos I realised the colour was not very rich and still looked like a ‘home video’. I choose this video to follow but realised I did not have the right plugins to follow it through. This was fine however, as it gave me freedom to experiment with what I knew to get the same effect using blending modes and adjustment layers.
07: Glass material This was actually not a tutorial from online but it was something useful that I learned, I made screenshots of the glass material preset on Cinema 4D R14 because my version (R16) doesn’t have any. I saved them in a folder for future reference and it had been a valuable resource for me on this project.
08: Wireframe renders Mustapha Fersaoui This one is not a tutorial either, its a plugin that enabled me to make a wireframe render of the geometric shape that featured in the Whistles Male teaser trailer.
Concept As far as digital media design is concerned, representing a fragrance visually has always been notoriously difficult. Given that my skillset culminates around motion graphics and my better ideas are usually deeply conceptual, I elected to represent the fragrance as an abstract geometric form that responds to its wearer. The shape wraps around its person, transforming the space immediately around them. I wanted to design something that highlighted the difference between ‘wearing’ a fragrance and ‘wearing’ in the sense of clothing. I designed a campaign based around a narrative transition between three films. In the first film, the geometric form evolves its self. In the next one it is put into context, when a person discovers and interacts with the shape. Thirdly, they harness this form by wearing it. The whistles man and woman stride confidently around the city adorned by their new disovery The Whistles for her shape is representative of the Whistles woman: intelligent, independent and discerning. I chose elegant thin lines connected by perlescent spheres. the formation moves smoothly and with purpose and the gravity comes from within.
The Whistles for him shape encapsulates the style of the Whistles man: aware, selective and confident. I chose bold cubic lines inspired by a Whistles shop display in manchester the shape moves to mirror the varying pace of his life.
For the female teaser and female lauch videos, I shot them in a woodland. I knew this would help to communicate the natural state of wood that I was comparing to the man-made feature of glass. For the male teaser and male launch videos, I found considerably large a brownfield site that I thought nicely displayed themes of urban/decay as well as an interesting battle for power between steel and rock.
Both shapes also touch on the relationship between the natural and the constructed. This is a reference to how the Whistles man and woman are concerned with who they are as well as how they appear. For her the themes are glass and wood, for him they are The promotional videos are both set in the city centre of Leeds, this was more difficult steel and rock. as I tried to find spaces that looked modern In relation to setting, I thought first about but not immediately recognisable as a place who the Whistles man and woman are and people would know. by keeping to the the sort of places they would associate business district near the train tracks i found themselves with. Since I didn’t want to be plently of good areas to shoot. too specific, I chose to set these films in ‘no-places’. This is the name i give to spaces I find that are not instantly regonisable or owned by anyone in particular yet still carry themes of their own.
final Submission The follwing pages are from my final submission pdf to the YCN competition and show a run through of how all my films and graphic components are put to use in a 3-step campaign. It is also supported by a video which shows examples of what promotional films from each part of the campaign will look like. The link can be found at the end of this section.
Part 1: Prelaunch The aim for this part of the campaign is to create a buzz about the launch without officially revealing what the product is. The following materials are produced specifically for this part of the campaign: 2 x teaser trailers that introduce Whistles for her and Whistles for him respectively. The trailers are short and fast, they do not reveal much information, but show the shapes forming in short snappy clips. #whistlesforhim / #whistlesforher is the only text that is given. From this, the viewer is encouraged to take to social media in search for clarity on the meaning behind this video. This is how the online conversation begins.
2 x correlating images from each of the film to use on social media. Landscape and sqaure versions available for each. The tagline for this era of the campaign is ‘something is forming’ and should be used as a description when the films are posted on social media. However the film’s presence on the Whistles website does not need a tagline. Instead, the context in which the films is found speaks for itself.
Teaser Trailer (Male)
Whistles for her teaser trailer 1920 x 1080 25 fps runtime: 10 seconds
Whistles for him teaser trailer 1920 x 1080 25 fps runtime: 10 seconds
Instagram presence
Part 2: launch At this point in the campaign the fragrance is released officially, it is available for preorder only and customers will be able to smell samples of the fragrance in store and on magazine testers.
A new ‘fragrance’ section of the Whistles site where customers can preorder bottles of whistles for him/her.
A print campaign that includes magazine prints with tear-off samples and large scale The transition of the hashtag from billboard graphics. #whistlesforhim/her to #whistlesscent marks the official confirmation that this Designs for a launch event, where Whistles launch is for a new fragrance by Whistles. invites its partners and collaborators to The subject of the conversation online shifts celebrate the launch of the new fragrance. from speculation chatter to a culture of sharing when the answer is revealed. The following materials are produced specifically for this part of the campaign: 2 x launch films that show the geometric form put into a realistic context when a person discoveres and interacts with it. This mirrors how the idea of a fragrace by whistles as conjured up by viewers speculation is made official at this part of the campaign.
Launch video (feMale)
Whistles for her launch video 1920 x 1080 25 fps runtime: 20 seconds
Whistles for him launch video 1920 x 1080 25 fps runtime: 20 seconds
Product The perfume bottles are based off the geometric shapes that surround the models in the promo. the Whistles logo is engraved in the lid. This concept is the most unorthodox out of the whole campaign. the shape is bold and wildly different to anything currently being produced by similar fashion companies. Pictures here are the bottles for Whistles for her (left) and Whistles for him (right)
Testers Point of sale Before the fragrances are released in store, sample stations will pop up in every branch allowing customers to try out the scent when they visit. These stations will be podiums with launch posters printed around them.
Online campaign In part 1 of the campaign the only information given out was #whistlesforhim and #whistlesforher. People used these as a starting point to get more information about the mysterious launch. Now with the release of the fragrances, it is revealed that they have been quoting the name of the product without knowing.
The hashtag now changes to its official name #whistlesscent, a third addition to the Whistles family alongside man and woman. The website now has a new section from which people can preorder and the novetly of the reveal makes a second wave on twitter.
Instagram presence
print campaign The posters used in this print campaign are made up of elements that came from the videos. They will be reproduced at different sizes according to their use. 1 in every 5 magazine prints will come with a free sample for customers to tear off and try.
Whistles for him print campaign
Whistles for her print campaign
Event DEsign As part of the fragrance launch there will be an event to celebrate it. All partners and friends of Whistles will be invited and there will be miniature card keepsakes for all guests. The keepsakes are folded into the shape of the Whistles for him and for her bottles. Inside the keepsake will be a few small gifts (chocolates etc) and a free sample of the relative fragrance.
Part 3: postlaunch Three weeks after the perfume is released for preorder, it will be brought out in stores. To accompany this release and keep the momentum going on social media I have proposed a 30 second long TV advert. this film, like the others will have an online presence however it will additionally air on TV. I have planned for and Whistles for her version and a Whistles for him version to both be made. Due to time constraints
on this project however I am only able to present concepts. In this 30 second promo the model wears the form that was discovered in the other videos. They stroll around the city and passing their counterpart on the way. At the end both models find each other and their forms fit together.
tv promo (Male)
Whistles for him tv promo 1920 x 1080 25 fps runtime: 30 seconds
View video
vimeo.com/120434573
on vimeo