For this project, we have been instructed to create an advertising campaign for an existing brand. We have the choice to pick one of three companies to create our campaigns for and these will be presented on campus for the end of trimester showcase of the design studio projects. The three brands that we have the choice to pick are the following:

• Oatly

• Peri Peri

• Nudie

The way that this project will be executed follows like this. First off is our ideation for the two posters that we have been asked to create and present starting off with rough on-paper sketches of the ideas that we have come up with, then we will be required to digitalise these drawings and gain feedback from our peers and understand what we can do to improve on our work before finally finishing off with a finished design of the two posters.

Next, we have been given a media plan to organise how we can present our campaigns through mock-ups done on Photoshop or otherwise. Then we are to create a whole campaign snapshot containing a brief, contents and any posters and mock-ups that were done throughout the duration of the project. This is what will be presented in the showcase at the end of the trimester.

All in all, the deliverables for this project are the following:

• Two A3 print advertisements.

• Two mock-ups of the print advertisements.

• Two creative media media mock-ups of the ads (e.g. billboards, stickers and other forms of media that aren't A3 oriented)

• Media Plan

• Campaign Snapshot

Rough Concept Ideas for My Ad

Digitalised Concept Ideas for My Ad

NOTE: The detailing and rationale below applies to both the rough sketches and the digitalised versions.

What feedback have you received from your peers or lecturer?

• Fruit-Based, not Plant-Based.

• Stylize it more to fit the target of the brand. (e.g. have just a straw and fruit)

• Utilise more of a flat graphic style rather than going ultra-realistic to keep in touch with the theme of Nudie.

• No need for a custom logo for the advertising campaign for Nudie.

• "Energized... Ready... Stay Fresh With Nudie." is probably too complex for an SMP or tagline.

Tagline Ideas.

"Plant-Based. Great Taste"

"Fruit-Based. Great Taste."

"Energized... Ready... Stay Fresh With Nudie."

"Nothing but Fruit for Days."

"Earn immunity with Nudie."

Q3. How did you come to these ideas for your poster?

The first poster that I have created is a simple showcase of the Nudie product surrounded by a bunch of fruit. The main purpose behind this was so that I could showcase the brand surrounded by a wide plethora of fruits that have the capability of being ingredients for a wide variety of juices and to show the diversity of fruits and other ingredients that can go into creating the Nudie products.

As for the second, this poster is one that I was intending to target a specific audience, that being centred around personal trainers, gym junkies and others who are obsessed with maintaining their fitness. I drew a female athlete in active-wear drinking a bottle of Nudie juice of an unspecified flavour as a way of attracting this psychographic as it connects with the feeling of staying hydrated to get their day going or when winding down from a day's worth of exercising. This was one of the main ideas that I wanted to create for one of my final posters for the project, but based on feedback that I will talk about further down, I did away with it entirely.

Q2. Read back on the feedback you got for this section, how are you going to address the feedback given to you?

First off, I will say that the idea of having "Fruit-Based! Great Taste!" instead of "Plant-Based! Great Taste!" makes quite a lot more sense considering that fruits are pretty much the main featured ingredient for most Nudie juice products. Now, there are also some vegetables thrown in to a lot of their products and both fruit and vegetables are forms of plants, so I can also see the argument for having "plant" instead of "fruit". Also, "Plant-Based, Great Taste." was inspired by a tagline on the Nudie juice website of "Everything we make is Plant-Based". Considering that though, I will follow the route of having "Fruit-Based! Great Taste!" as the main SMP for my campaign.

Stylising it more to so that the fruits have straws coming out that you can drink from sounds like a neat idea on paper and definitely fits in line with the theme of Nudie being catered arounds kids and younger teens considering the art and functional style. It also resembles how one would drink the milk from a coconut. I like this idea, but considering the time constraints and how I want to execute the second poster, I have another idea in mind that I hope gets executed well.

"Utilise more of a flat graphic style rather than going ultra-realistic to keep in touch with the theme of Nudie." I agree to a certain extent that it could bring a sense of originality to the campaign and I would love to be able to draw the poster advertisements, especially polishing the initial concepts I had and perhaps blending drawn elements with photography of the products themselves. However, I felt inspired to go more of the photo-based route and I plan on throwing images of the products onto each of the posters and then accompany that with each of the fruit and vegetable ingredients used in each of the chosen flavours.

One more thing, I am not too sure how I feel about my second poster design now that I have gotten feedback, particularly in regards to the lack of relation between the two posters.

Final Poster Designs

Q1. What feedback have you received from your peers or lecturer?

• Great use of the food in the first poster, especially how the carrots flow down from the top of the page with the other food ingredients falling as well.

• Spiral effect on the second poster done well with the Nudie product coming out from the centre towards toe viewer.

• However, the second poster could do with some repositioning of the fruit and vegetables around the Nudie bottle to give the poster more of a proper sense of flow and direction like how the first poster does.

• Nice use of the drop shadow effect on the falling fruits like the apples, oranges and gingers.

• It could help if you added some limes and pears to the first and second poster respectively.

Q2. How different are the final posters you created from the original concepts?

The final posters that I have come out with differ very vastly compared to the initial concepts. First, I ditched the idea of the second initial poster with the gym girl drinking the Nudie product completely and instead calibrated it similar to the first final poster. Here, I had the Nudie Immunity Hit bottle come out of a spiral surrounded by the main ingredients used in the juice (ginger, carrots, oranges and beetroot, but I didn't throw in pears as I was running out of sufficient room for them).

In the first poster, instead of having the bottle laying upright on a desk (which you wouldn't be able to see in the initial idea because all of the fruits getting in the way), I had just the whole view of the Nudie juice bottle placed on top of a bundle of carrots to resemble a waterfall and I also placed some falling apples and orange slices to go along and carry the flow of the carrot fall.

The simple-minded proposition I chose for the first poster was "Fruit-Based! Great Taste!" in keeping with the traditional catchphrase of Nudie of "Plant-Based! Great Taste!" which was the initial idea, but after receiving feedback about it from peers who suggested "fruit" instead of "plant", I felt this made perfect sense in the context of the ingredients mainly being several kinds of fruit with some vegetables thrown in.

With the second, the SMP I chose was "Earn Immunity with Nudie" which fit the poster because I chose to use Nudie's product known as "Immunity Hit". I also gained some inspiration to use this SMP from my previous iteration with the fitness girl drinking the Nudie product and how that connects to fitness, then I remembered back to the time when my family used to watch the Australian version of The Biggest Loser where one feature from that show was gaining an immunity from elimination after losing a substantial amount of weight. So, earn immunity with Nudie with the Immunity Hit product turned out to be an almost perfect fit in the end.

Q2. Which forms of mock-ups have you chosen to create and why?

The main ideas that I had for a mock-up mostly revolve around print and digitalised media ranging from bus stops, magazines and gym walls. Then, I went ahead with initially planning out a mock-up of one of my posters that rested on the north face of the Perth Telstra Exchange building in the CBD, taking a picture of the building in question. But all of the pictures that I found on the Internet were very subpar in quality compared to the poster I was going to use and I had a feeling that the photo I took of it on my phone wouldn't come out any better, so in the end I just scrapped this idea. In it's place, I decided to do a gym wall sticker motif with a Nudie-styled character lifting a pair of weights with the tagline "Break your Limit with Nudie Juice" right next to it. I had a rough time finding a mock-up for a bus stop at first, but then I came across one during the night time that I really liked, so I grabbed it and then inserted my first poster into the image. The colours provide a decent balance with the orange used in both the night time lights and the orange that is in my poster. The last mock-up I chose to do was a magazine layout by creating a mock-up that listed some of the new flavours of Nudie juice and then I placed the second poster that I created on one page that features the flavour called 'Immunity Hit' and on the next page, I listed the ingredients.

What is the project about?

For this project, we have been instructed to create an advertising campaign for an existing brand. We have the choice to pick one of three companies to create our campaigns for and these will be presented on campus for the end of trimester showcase of the design studio projects.

The idea that I had for this campaign was to draw attention to the health benefits that Nudie Juice provides to fitness athletes. My main idea for this campaign is to display the wide range of fruits, vegetables and other ingredients used in many of the products made by Nudie and to get potential customers to expand their tastes to accommodate a more diverse range of drinks.

What went well?

Picking out which brand I wanted to do was very easy. I do not drink juice whatsoever (unless cordial counts when I was way younger) and Nando's is more catered to the kinds of food that I eat. However, Nudie had a specific message that I wanted to portray throughout my project and that is to get fresh stay healthy. I then had the idea of implementing this branding into catering more towards a psychographic that was focused on maintaining their fitness levels. Once I actually got the ideas for the posters that I wanted, the rest of the process was relatively straightforward.

What didn't go well? How did you tackle those problems?

My main issue that I had with this project was finding the right art style to use for the campaign. I would've liked to have gone for a more cartoonish style to appease the younger demographic for Nudie to keep in touch with the overall art style. However, in the end, I went for the method of taking existing pictures of all of the ingredients used in the two products I showcased and arranged them neatly which went pretty okay all things considered. I also had a big issue with time management as it took me four weeks to reach this stage. The only thing that I could do to rectify this issue was organise times throughout the day where I was free and able to do some work for the unit as we had started doing renovations throughout the house.

How can I improve my effectiveness and productivity from here?

The one thing that I need to do most of all in getting my productivity levels up throughout the tri is to make times when I can do work on my SAE projects, make sure I'm able to submit everything on time as renovations for my house are going to become more frequent with everyone from the family pitching in. Also, when I'm stuck or don't understand something about any part of the work process, I will make sure to ask for any feedback so that I can gain a better understanding of what to do for submission or anything else regarding my progress.

As a part of project 2, we have been instructed to create an Instagram campaign as a fictional character (it can be your own character if you choose, but it'd be easier if you base the campaign off an already existing character and one that's fairly well-known in pop culture). For the first few steps in creating this project, we have been asked to undertake the following steps:

1. Choose a character and fictional business (service or event)

2. Create a MOOD BOARD

3. Create an Instagram account as your character

4. Create a business icon for Instagram

5. Identify your target audience

6. Research your character and create a word bank for them

7. Establish a moodboard for your character.

8. Create a Hashtag list/ Follow list

9. Write up a Instagram Bio

10. Follow all your peers' characters

RESEARCHING

CAMPAIGN OBJECTIVES

My main objective for this campaign is to encourage any families who are wanting to come along for a family friendly cruise and advertise a diverse range of fun activities and events that are held by the staff of the chosen cruise ship where the campaign takes place.

TARGET AUDIENCE

The target audience that I have decided to ail at for this campaign is families and kids, featuring a wide variety of family-friendly activities and events. Such activities include visual art sessions, role-playing games including treasure hunts, fun and interactive learning about the ocean and marine life and more.

WORD BANK

• Cruise

• Getaway

• Holiday

• Mermaid

• Treasure

• Antiques

• Ocean

• Sea

• Adventure

• Atlantica

PERSONALITY

Fun, Family-Friendly, Youthful, Active, Safe, Honest, Optimistic,

HASHTAG LIST

• #flounderingwithariel

• #cruises

• #familygetaway

• #kidshq

• #treasurehunt

• #getawaycruises

• #atlantica

• #daughteroftriton

• #artsandcrafts

• #painting

• #drawing

• #tourdestinations

• #waltdisney

FINAL LOGO

Tile Layouts

Tile Overview

Q1. What feedback have you received from your peers or lecturer?

• Great use of colours in laying out each of the posts. They were kept in theme with an aquatic getaway for a fortnight.

• Nice and carefully laid-out plan to tackle your campaign.

• Decent images were used throughout the campaign and definitely kept in touch with the getaway cruise theme.

• Maybe arranging some of the captions to make them more legible.

• Increase the diversity of hashtags.

Q2. How different are the final posters you created from the original concepts?

I initially wanted to implement hand-drawn elements into at least some of my posts, The final posters that I have come out with differ very vastly compared to the initial concepts.

Q1. How was the campaign snapshot executed?

Just like last project, I created the final campaign snapshot on Photoshop and merging both my first one with the contents of my second project. This is because for the showcase, I was to present my work on a desk which could only support one banner unlike the students who are lined up along the wall.For the Mermaid's Radiance section of my snapshot, I borrowed key elements from all of the posts I have made throughout the project's duration, in combination with a template that I borrowed from an Instagram post template from last trimester, making slight adjustments as I do not have a current iPhone, instead only having a mini iPhone 7.

The key elements that I borrowed to implement into the snapshot included colours, fonts and I even recreated the banner version of my logo that can be seen in the last video that I made from post 12. To create this logo, I copied over the original logo and then drew a white box with a small black stroke that is 3.05 pixels thick. Finally, I typed in the words "Mermaid's" and "Radiance". Something to note here, I cropped the bus stop mock-up that I made for project one in order to create more space for the other mock-ups, campaign screenshots for project 2 and the briefs for both projects.

The background I made was done with two rectangles. I drew them, then made a layer mask on the one on top of the other, then selected the gradient tool and then went from transparent to black going from left to right as the orange and purple gradient is on top of the blu background.

Q1. What feedback have you received from your peers or lecturer?

Great use in showing off the gradient blending in the background.

• Great use in showing off the gradient blending in the background.

• Nice job of getting the mock-ups of project 1 laid out neatly alongside the brief.

• The font of "The Thesla Ohago" should be the headings as that font is the more stylized and could work great as a heading, thus the body text should remain one that's slightly more basic but keeping in theme of The Little Mermaid.

• Also, turn off all-caps on the titles for said headings as with it off, you can get the more fancy and curling typeface characters.

• Still a lot of space wedged in between the phone template and the campaign screenshot.

What is the project about?

As a part of project 2, we have been instructed to create an Instagram campaign as a fictional character (it can be your own character if you choose, but it'd be easier if you base the campaign off an already existing character and one that's fairly well-known in pop culture). The main goal that I have assigned myself for this project was to create an Instagram campaign as a popular fictional character under the employment of a specific service or event. I chose to do the campaign for a getaway cruise as Princess Ariel from The Little Mermaid (1989).

What went well?

I got pretty much the perfect hand dealt when picking out our random characters and services. I ended up getting Ariel, Beauty Salon and Getaway Cruise and from then, I knew what kind of campaign I wanted to do for my project. My plans for the events were fairly straightforward, utilising a lot of kids activities and some family events that will excite fairgoers of all ages. Another thing that went particularly well for me was the creation of the posts themselves once I got all of my pictures in order which finding the right ones was a little bit of a challenge, but nothing that couldn't be overcome.

What didn't go well? How did you address these problems

My main issue that I had with this unit was all-in-all time management. I’ve been pretty busy with other things this trimester that mainly had to do with being stuck at home doing renovations around the house that I haven’t had much time to focus on my course work as much as I wanted and should have. The way I fixed this was organise certain times throughout the day when I was free to get my projects sorted and ready for presentation and the upcoming showcase. How well this worked, I have no clue, but hopefully it will have paid off when we get to the end of the trimester. Another thing that went wrong for this project was that I could not open Adobe AfterEffects from my home computer. Thus, I had to go onto campus to work on my AfterEffects GIF, but once I had that figured out, I had no other issues with the overall production of this project going forward.

How can I improve my effectiveness and productivity from here?

One big thing that I would love to improve on for future trimesters is finding space to be able to utilise as many of my own design aesthetics as possible and try to deviate from a rather minimalistic approach that I was slightly forced into using thanks to my tight schedule with out of SAE business. I felt that my overall designs for this tri have been very basic that anybody could use and I do take pride in being able to show the great designs I can come up with. So yes. Any chance I get to implement my own twists into creating great pieces of work, the better I will be in the long run.

As a part of one of the learning outcomes for this unit, we were required to get in touch with an audio student and construct a studio album cover for their big piece that's due at the end of the tri. The steps we undertook to finish this project was the following:

1. Choose a student to collaborate with upon viewing all of the chosen briefs and determining which one you liked the most.

2. Get in touch with said student (or they get in touch with you) through either e-mail or any other social media accounts in which you might be affiliated with each other (Discord, Instagram, Twitter, etc.).

3. Construct an album cover after clarifying with the person the specifications required for the album.

The project itself comes off as relatively straightforward, especially if you establish a good connection with the student you're doing the collab for (the antithesis of which is something I will get into when going over my reflections for the whole thing).

I was relatively lost on which student I wanted to do the collaboration for until one audio student messaged me out of the blue asking if I wanted to make an album cover for them. I will not name this student throughout and any screenshots that contain their name that I post here will have their name blacked out to preserve their identity.

Their project brief took heavy inspiration from Australian singer/songwriter Porter Robinson particularly his album "Nurture". After carefully looking through this student's brief and then comparing it to the others that we have been given the choice to complete, the idea of collaborating with this student sounded interesting on paper as there were some album covers where I could take a more simplistic approach but also had some very unique design elements spotted throughout.

I then messaged the student back confirming that I want to do the album for their brief. All I needed to do at this point was grab all the specifications for the project's completion, what exactly they wanted in the album and then I'd freely be on my way. Unfortunately, they got back with practically nothing except for reiterating that they sent some examples of Porter's albums without mentioning the specific dimensions or anything else. We unfortunately have not been in contact with each other since.

These are the two attached images from the screenshots in full:

After leaving me with only the project brief that the student sent through to me, I had a look at the album photos that the student has there. I was running out of time to finish the collab by the time I got around to the album cover, so I knew it would not be worth taking a complex and flashy approach to the design of the album like some of the covers have on the student's project brief. Instead, I went for something more grounded and went for a blend of the first two album covers they sent in the two screenshots above.

First off, I downloaded a free image of a range of hills from freepix.com and placed it into a blank Photoshop canvas that has the dimensions of 2560px - 2560px. Next up, I grabbed a PNG file of a random planet and used that as a sort of backdrop to the whole thing. I wanted to emulate the effect of the first image above and create more of a vibrant effect throughout the image and increase the planet's contrast in colour. To that end, I played around with various colouring tools to get the right effect for the cover. Such effects include the "Levels", "Brightness/Contrast", "Hue/Saturation" and "Colour Exposure" tools.

After getting the right colour, I then laid the planet behind the hills and on both layers, I went into "Filter", then "Render" to add in a lensflare at the point where the two layers overlap and slightly increased the brightness of the "Movie Prime" version of the effect. Once that's done, I then added a circular gradient that radiates outward from the planet, starting off with a slightly dull but bright yellow and finishing off with a dark shade of blue on the outside.

I then wanted to add in some clouds, but I wasn't really comfortable with the idea of using straight-up PNG images of real clouds as I may have run out of time to finish the collab if I tried to fiddle around with their properties. Instead, I remembered the Mega Pack of brushes the lecturer showed us and we got to download and use throughout DDX171, I drew the clouds myself with a very bright, almost white shade of grey and then I used the blur tool to smooth out the lines to give the clouds more of a fluffy texture at least on the outlines.

As a final touch, I threw in the name of the audio student and the album title on the bottom in the same style as the "Porter Robinson - Nurture" text seen in the first image above. After that, I was pretty much done with the image.

Here are all of the images used below to construct my project:

A3 Posters

Multi-Page Brochure (Project 2)

Mobile Version

Desktop Version