Background Research into Advertising for Project 5.

I thought I would start the project with some background research into advertising and how and why traditional signage shifted to more digital signage.

(The pie chart was scanned in from 'Digital Advertising' by Andrew McStay, 2010)

This pie chart shows the breakdown of advertising media used in 2009.

Television was the most used form of media for advertising with 21.7%.

After press (display) with 19.3% comes the online sector with 18.7%. In 2003 the online sector only accounted for 3% of the advertising media used. The increase in online advertising is put down to the ever advancing internet. From dial up to broadband and new advances are making fibre optic broadband available. As the internet increased in speed and availability it meant that companies could not only access more people quickly but make much more advanced adverts/online banners.

Other forms of digital advertising such as radio and cinema only account for approximately 10% combined.

Digital Retail Communications - Project 5.

Last week we got a new brief. The new brief focuses on digital retail communications.

There is a need for 'traditional' signage in-store and outdoors to be replaced with innovative digital/multi-media signage.

The brief requires us to design a digital advertising concept for a client (either New Look, B&Q or Comet) which can be placed in 3 locations in-store or outdoors.

I have chosen New Look as my client as it is more relevant to the course and mimics something which I may have to do in a career one day.

I will begin by researching both 'traditional' forms of signage (including billboards and other stationary advertising) and digital advertising (including video walls and digital billboards).

A3 Board of Final Shots for Project 4.

As some of the group members decided to put these photos on a background (stretched and pixelated and taken from the web) without consulting other members of the group I decided to lay them out in my own way. I would have kept the background white (plain & simple) so it didn't make the already complicated pictures more complicated. I also added in the company logo and titled the campaign 'The Writing on the Walls' (which was previously discussed with the group).

Final Storyboard for Project 4.

I forgot to put my storyboard up for project 4, so here it is.

The storyboard includes the locations, some of the possible poses (influences - Guy Bourdin/Mert&Marcus) and props.

Final Images for Project 4.

After working on these images for a total of over 15 hours on photoshop I think it's time for a long break from looking at them. These are the final images for the project.

We were originally going to add a letter of the word 'Diesel' into each photo (hence why there is 6 photos). I tried to do this but we were using letters taken from the internet. Some of these letters were low quality and therefore couldn't be enlarged as much as they needed to be without pixelating.

For the photos I used the quick selection tool to cut out the models from the studio background and place them on the backgrounds. I then used the eraser tool to cut off any extra pixels I caught from the studio background.

Once I had the model completely cut out and placed on the background I used the blur tool to smooth the edges. Finally for some of the images I put a 'drop shadow' on the model. This creates a shadow as though she is really outside under the light and leaving a shadow on the background. Some of the backgrounds for the photos had to be adjusted to level the brightness of the model.

Backdrops for Project 4.

After trying to photoshop some of the backgrounds and models together a couple of the backgrounds didn't work because of the curve in the background of the photo.

It was therefore decided that we had to find 2 different backgrounds to replace the ones that didn't work.

Nicky took some photos of some more grafitti she found and we decided to use these instead.

These are the 2 backgrounds which are going to substitute the others that didn't work. Now on to the photoshop work.

Photographs from Photo Shoot for Project 4.

These are the 6 photos our group have decided to use as our final shots.