FdA Digital Media Design Year Two
AF201: Animation
Assignment 2: 50% Weighting
AF202: Screen Based Design
Assignment 1: 25% Weighting
Assignment title: Handmade
In recent years there has been a growing trend towards introducing and incorporating hand drawn and handmade, rough elements to design and advertising.
Sometimes, as in the recent example of the Stella Artois campaign, a particular sense of the past and of a set of cultural associations has been evoked by this approach as a strategy to strengthen a brand identity and associate it with a set of values and with cultural identity. In the case of the Stella Artois advertising campaign, stippling effects arranged into 1930’s illustrations were used to strengthen the sense of tradition and long term quality held by the brand.
In this assignment you are going to be asked to create a piece of design which will form a new advertising campaign of a branded alcoholic drink of your choice.
You will take the idea of starting with traditional media and use the results of your experiments with those media to create the next developmental step of your designs from handmade elements through digital manipulation to a full blown moving image advert which will be rendered as a movie for presentation to a client on a DVD and made ready for use on a smart phone or portable device. You will also create a billboard poster and full page magazine ad design as part of your advertising campaign.
The six phases of development
Part One- Working with traditional media
This initial phase will introduce traditional media methods to develop the visual language and vocabulary of the project. This will involve:
- Visual experimentation;
- Creating authentic, handmade visual values i.e. textures, tonality, the ‘drippiness’ or ‘splashiness’ of liquid paint, the broken line of a handmade stroke over a rough surface etc.
In this part of the assignment you will create a series of at least five coloured and collaged pieces in class and at home which will form the basis of the work you do in part two.
The pieces will be compositions of abstract marks and shapes and you should consider the arrangement of colours, textures in combination, sets of colours and the creation of spatial effects through form and colour.
Part Two- Developing and transferring your handmade elements to a digital space
You will transfer your traditional media to digital files by scanning and working with digital cameras. You will use these files as prototypes and source material to create clone brushes and image or texture maps in Photoshop / Illustrator to produce rasterized or vector or combination tools which can then be made into new still images and short sequences of moving images in After Effects.
Part Three- The design process
You will design your advertising campaign by matching it to a cultural focus which suits your choice of a drink brand, and a set of values suitable to your company. You will use the imagery you devise to create interesting and imaginative visuals that bring the branded identity to life. You will choose a piece of music to work with which corresponds to the visual theme which you can animate your piece to.
Part Four- Pitching your ideas to the group
You will prepare a presentation in which you show your visual research (to help you justify your design idea), storyboards, animatics (using your choice of music) and mock-ups. This pitch will take place on Thursday 18th November, long enough before the final deadline, to enable you to then work up your already planned ideas for submission.
Part Five- Producing the advertising campaign
The elements you need to make are:
- An image which can be used for a billboard hoarding;
- An image for a magazine full page advert;
- A 30 second moving image advert which can be used on TV, internet and smart phones. You may want to re-work the moving image piece for large and small screen.
- Each of these three outcomes will carry consistent branding information for your drinks brand and be presented as a coherent campaign
- A DVD with an on screen set of two visualisations of the brand image in a magazine and billboard or similar and agreed setting. The DVD should allow the user to navigate through the visualisations and play the movie with the option to repeat the sequence.
- You will also include a data folder on the DVD or a separate DVD with a full quality QuickTime movie, the versions compressed for smart phones and the final PDFs of your print designs.
Part Six- Repurposing for other platforms
You will need to transcode and repurpose your final animation for the up-coming and emergent smart-phone market and related handheld market.
This market is currently populated by the iPhone, the iPod Touch and iPad, the various Android phones and latest Nokia and blackberry handsets.
All of these devices run versions of the WebKit browser which can be tested and modelled in Safari on the Mac and PC desktop. You will need to compress the finished, exported movie in the correct formats and embed it in an html page using html 5 ‘video for everyone’.
You should see what you have to do to make your video look good on these devices. Think about size, quality, format and any other issues of delivery. How would you get the video to the individual devices? What are the mechanisms involved?
- Make a project folder;
- Keep all project files in named folders within this main folder;
- Keep a sensible file naming convention;
- Work progressively to build logical versioning of your files;
- Maintain non destructive (live and editable) versions of your files where possible;
- Ensure that you can work with Render files, Capture Scratch and the limitations of the network, as well as the need to keep moving files between college and home.
Outcomes:
Data DVD (or a data area on your playing DVD) with:
| - AI (your original artwork and working files etc) - PSD (your original artwork and working files etc) | - Visualisations (three visualisations of print designs in place) - Movies (the finished .mov and compressed versions) |
Playing DVD with:
Visualisations and movie playing full screen and basic navigation system to repeat play
| - Full quality finished movie | - Display of visualisations - |
Supporting evidence:
- You will undertake research for this project in the form of visual, content and technical research. You will show evidence of this research and commentary on how you are using it in your project in both your sketchbook and your blog.
- You will develop ideas through experimentation. This will be shown in the traditional media boards, brainstorms, sketches and experiments in the sketchbook and reviews of your design decisions on your blog
- The animated sequence needs to be fully storyboarded and an animatic created to test the motion design concepts. This will be pitched to the group for feedback.
- Your sketchbook and blog will show technical and creative problem solving
- You will produce a 750 word essay on an aspect of media for smart phones. Your essay will have a title which is phrased as a question and will be based on research which is fully Harvard referenced, both in the in-text referencing and the bibliography.
Pass criteria (To achieve a D grade)
Complete a sketchbook and a blog of research and development work
Produce a 750 word essay on design/media for smart phones
Submit at least five coloured and/or collaged abstract compositions mounted on board
Storyboards, animatics and mock-ups were pitched to the group on or before the pitch session on Thursday 18th November
Submit a DVD data disc (or ROM area of the playing disc) with folders and files as listed above
Submit a playing DVD
DVDs have printed covers including the following information: Your name, your course group, the assignment title, the unit number, the year.
DVDs must have the same information clearly written in CD/DVD friendly pen in capital letters
Your finished motion graphics piece will feature only graphical artwork (not video material) and will play with 30 seconds of music
Use a sensible file naming convention which is immediately understandable
Enhanced Criteria (To score higher than a D grade)
Engage positively to explore the visual language and possibilities offered by traditional media
Research thoroughly the associated lines of advertising, design and fine art which are suggested by your traditional media work
Work independently to make progression with theses materials
Show flair and ambition in establishing a visual vocabulary which is inventive, cohesive and fully grounded in a suitable set of references
Respond well to peer and staff criticism and suggestions for improvement
Make effective use of the various still and moving image digital software and hardware available at the college
Research and develop the moving image sequence to accommodate the given music in an appropriate and sympathetic manner
Organise, name and manage all files in a professional manner to show versioning and progressive working
Create visual elements, compositions and sequences which demonstrate flair and imaginative responses to development and problem solving.
Deadline
Pitch – Thursday 18th November 2010
Crit and submission - Monday 6th December 2010
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