P5 Print-based advertisement as part of a campaign

Feedback from the client and the stages of improvement:

Client Approval Meeting is essential before launching a campaign. I had to make sure the Annie is happy with the posters and I can launch them and put around London.

We had a meeting where we had a discussion with Annie what she doesn't like and what she wants to change and what have to be improved.

The issues were following:

Before starting the advertising campaign we have decided that the name of her new album is going to be used on the posters which is 'FLY'. However, we have decided that the name of the world tour is going to be the same as the name of famous movie as we wanted to underline Annie's nationality, so actually Annie wanted to use the name of the tour which is 'From Russia with Love' rather than the name of her album.

Another improvement which was discussed to be made is a use of font styles in Annie's posters. She doesn't like some of the font styles as she thought that it was not appropriate and she wanted to use the same font style as was in the movie with James Bond 'From Russia with Love'. So the changes have been made:

You can see that the font styles have been improved and now they look much nicer, the distance between text is reduced and the size of the text looks better.

Client Approval Meeting:

Feedback from client, re new sports energy drink production

Following our recent client approval meeting to discuss the improvements to the initial designs my colleagues and would like to confirm that we wish to proceed with the production of the promotional print-based advertisement for the music artist Annie.

However as a result of our discussion and agreements with you we would now like the following alterations to the product

Initial Product Name:

It was felt the initial product name “Fly Annie” did not have as strong identity for the new artist and although the idea was to create a distinct style the board members felt that a more stylized and distinctive image and strapline was required for this new artist.

Approved Product Name:

Following very productive design ideas from you we are now happy to proceed with the product name ‘From Russia with love, World Tour ’. The board members are very happy with the retro name and the connotations, which make a direct link between, with the glamorous 1960’s film style.

Product Branding, font style and label design

In collaboration with you and my colleagues we are agreed that we like the nostalgic and retro product packaging of CV covers, bags etc that matches the print advertisement.

We agree on the distinctive font style for the brand name, which makes the product stand out.

Improvements

The board liked the improvements made to the Advertisement which rebranded the artist initial designs from the more run of the mill singer songwriter styling to a distinctive and memorable image. Branding of the artist in this way adds panache, which will draw in a youth market as its target audience.

Budget:

The board members are unanimous that the budget is a reasonable costing for a production of this type and allows the product to achieve the desired outcome, i.e. a stylish, product for a new music artist 

P4(b) Production plans with timescales & budget for final ideas

For the shooting process we are going to use Canon EOS 7D camera. This is is a semi-professional cropped sensor digital single-lens reflex camera made by Canon. Among its features are an 18.0 effective megapixel CMOS sensor, HD video recording, its 8.0 frames per second continuous shooting, new viewfinder which offers 1.0X magnification and 100% coverage, 19 point auto-focus system, movie mode, and built-in Speedlite transmitter.

We also need a guitar for our photoshoot, as our singer plays the guitar.

Our singer is going to wear just casual clothes, so her target audience will see that she is just an ordinary girl and will be attracted by her style. For some pictures Annie will wear Russian coat to underline she is Russian.

Tasks

Annie - Model, costumes, props

Elizaveta - photographer, lighting, editing

Maria - photographer, editing, makeup , props

Budget

Camera £80 + studio £450 + 2000 posters £257 = £787

Production Plan.

Production plan describes the stages that are included in print-based advertisement being produces.

1. We need to decide which budget is available to us so we need to discuss it with Annie. This will take place on the 1st of February.

2. Then we have to decide how to use this budget and which activities will be used to make our advertisement real. After this we need to discuss the ideas with our client and to have an approval from Annie. This has to be done by the 25th of February.

3. The next stage is the planning and production. Hiring a studio, planning a concept of photoshoot and actual photoshoot are included in this stage. This has to be done by 1st of March. On the 1st of March the photoshoot in the studio is going to take place. We are going to spend the whole day to making interesting images of Annie.

4. Post production process which includes choosing the best pictures for the print-based advertisement and editing the pictures and creating the posters. We are planning to finish this by 20th of March.

5. Final approval by the client so we are able to launch the posters.

6. Launch date - 1st of April.

Final Grid.

Budget	1st of February
Planning of budget, discussion of the ideas with our client	25th of February
Planning and Production Process	1st of March
Post Production Process	20th of March
Approval of Client, Final Meeting	21st of March
Launch	1st of April

P4(a) Presentation to client of Preproduction materials for the print-based advert

Meaning + Purpose.

Me and my partner Maria have decided to make a print-based advertising campaign for a singer of our choice Annie. The poster will help to ensure people are aware about the world tour of Annie 'From Russia With Love' and will be attracted by the interesting design of the poster. The poster will include the image of the artist, the name of the tour and where it is going to take place. The aim of the poster is to make people come to the concert and this is going to be achieved by eye-catching and unusual design of the poster. The message of the campaign is to tell people about the coming world tour and the concert in London.

P3(d) Risk assessment & Recce

Hazard	Persons who may be harmed	Property which may be damaged	Risk Assessment  (Low, Moderate, High, Extreme)	Actions required to control risk
Rain	Whole team	Camera, lens, guitar	Moderate	Take an umbrella to protect the equipment from the water coming in
Cars	Whole team	All equipment, guitar	High	Use road crossings, be careful next to the road, stay with the group all the time, look for the equipment, hold it carefully
Tripping hazards	Whole team	-	Low	Wear appropriate shoes, hold equipment very carefully, walk carefully
Electric shock from equipment	Photographers	Camera, lens	Extreme	Ask few people to look for the equipment, protect it from the water, test equipment before the photoshoot
Carrying heavy equipment and props	Photographers	All equipment	Moderate	Divide equipment between whole team, make sure that equipment is carrying in the correct way (use appropriate bags).
Slips, trip, falls	Whole team	All equipment, guitar	High	Walk around carefully, wear appropriate shoes.

Recce.

We have been shooting in a studio in Kent College Canterbury. 

A photo studio has to have special lighting equipment which helps to control shadows and light on the pictures.

When you set up three different sources of light in order to control shadows and balance the contrast is called three point lighting technique.  This technique is used in visual media such as video, film, still photography and computer-generated imaginary. 

Three point lighting consists of the key light, fill light and back light. You can see on the pictures below how the lighting equipment should be set.

P3(c) Production Plan/timescales/budget

Production plan looks at different stages of how the product is going to be produced. In our case production plan helps us to plan the steps of producing a poster. 

The concert of Annie is going to take place on 5th of July so in my view the best launch date is four months before the concert as this will make sure the tickets will be sold. So the launch day is first of April. In April the number of posters around London won't be large, I suppose around 500 posters. Then this number will increase every month until the actual concert by 500 posters.

This will inform people about the concert in advance, so the fans will be aware of the concert earlier and will be able to buy the tickets.

Final Grid.

Month	Number of posters  around London
April	500
May	1000
June	1500
July	2000

We are going to have our photoshoot in the professional photo studio in our school Kent College Canterbury with special lighting equipment and different lenses. This will take place on the 20th of February because we will also need time to edit the pictures and to make the posters before the launch date.

The number of posters needs to be 2000. In order to produce them at lower cost I need to do it with the same order as due to advantage of economies of scale it will be cheaper when producing in bulk. I have found the costs of producing the posters on this website: http://www.alocalprinter.co.uk/uk/posters/. The website have information about the costs of producing posters in A4 and A3 format. Our posters are going to be in A3.

We can see that the price of producing 2000 posters is going to be £257.

The price of the camera to use for one day is £80. This includes camera Canon 7D with different lenses.

The cost of renting a studio for one day is £450.

The total budget is: £257+£80+£450=£787

TV commercial

TV commercial includes the next stages to be produced:

• CASTING ACTORS/PRESENTERS/NARRATORS
• FINDING LOCATIONS
• BOOKING STUDIOS
• HIRING CREW AND EQUIPMENT
• OFFLINE & ONLINE EDITING
• PROVIDING ORIGINAL MUSIC
• GRAPHICS AND/OR COMPUTER ANIMATION

Thousand Media Company offers a cost-effective commercials. Usually an average 30 seconds TV commercial costs around £168,000 to produce which is very expensive for Annie and for many people. Thousand Media offers TV commercial the costs of which start from £10,000 that is really cost-effective.

Information is taken from the website: thousandmedia.co.uk

P3(b) Preproduction Materials & Visualization of Ideas

Before deciding how my future posters should look like I have looked at some existing posters of celebrities the target audience of which are similar to Annie. The common examples of the singers which are similar to Annie are Taylor Swift and Selena Gomez, as  the main target audience of them is represented by the young girls. 

You can see that the both singers are using a name of their tour on their posters and some information about where it's going to be. Also the both singers provide the viewers with the link for their official site so they are able to use it for further information. The colours and the images of the singers are in one style and 'communicate' with each other.

I have decided to make my posters in the retro style but it's going to be a modern retro as the image itself will be quite modern as Annie will be in casual clothes which hadn't existed yet in 1960s. Therefore, the poster will still aim at her target audience even with retro style. Retro style will be used in order to make the poster look more unusual and unique. I also would like my posters to look similar to the poster with James Bond 'From Russia with Love', as I have chosen this name for the Annie's world tour.

I will organise a photoshoot in the professional studio with the lighting equipment and a good quality camera and different lenses. The model for this photoshoot is going to be just Annie Udras which is the singer. We will choose for her appropriate style of clothes so our ideas will be realised in the practice.

1. I have changed the exposure of the picture. I have increased exposure and offset and have reduced the gamma correction by a bit. Then I have made it in black and white and chosen photo filter which is called cooling filter (80) with density 8%. After this I have used smart sharpen for this image.

2. Then I have added text with different font styles. I have written World tour 2015 in big capital letters so everyone will notice it and pay attention. On the right side of the poster I have listed the names of the cities where the concerts are going to take place. I have used some effects for the text such as shadows and inner and outer glow. The opacity of the next I have reduced and the size of the letters is smaller than the words 'World tour 2015'.

3. Then I've added the signature of the singer which is looks like it is her handwriting. I have placed the signature on the guitar and have made it in the red colour so it matches 'World tour 2015', added some styles to this text, changed the opacity and rotated it.

Another example of the design of the poster which I want to do is:

I have found this style of editing really interesting. This style came from time when indie rock was really popular and it was the time period when the movie 'From Russia with Love' became famous. As the name of Annie's world tour is the name as the name of the movie I decided that this style is appropriate for my editing. The colours which are used are bright so they will attract people's attention and make them interested in the poster and, therefore, they will find out about the concert. The font style is the same one which was used on the poster for the movie with James Bond 'From Russia with Love'. The idea is to attract the viewers with the design of the posters and as a result make them aware of the tour and when it's going to take place. Many people can be interested it it and, therefore, the main purpose of the poster which is to sell the tickets and advertise Annie's tour will be achieved.

Below you can see the examples of the font styles which have been used in the editing of the posters. You can see that the style of the font style is the same as used in the advertisement for a movie 'From Russia with Love' and also I have used the same colours which have been used in the posters for the movie (red, white, black).

I have used just a white background for my final work so nothing distracts the attention of users from Annie and from the campaign message. These are example of the pictures which I have chosen before editing them.

The examples of my previous work but we have decided to make another photoshoot when we have decided to connect the advertisement with the movie 'From Russia with Love'. As we have decided to underline her nationality we had to change her outfit and ask her to wear  Russian style coat. We also have decided to make the pictures in a studio for our poster to get high-quality images and to change the background as we found it was quite distractive on the previous pictures that you can see below.