Saturday, 22 October 2011

Advertising task- Penguins, Bruce Lee and a sad car

For our advertising task, (relating to my digital animation module), we had to come up with three different potential advertising campaigns, and pitch all three ideas to the rest of the students. 

Throughout this module so far, I must say that we have worked together really well. We all contribute and take everyone's views into consideration, and have designed three campaigns all of which were popular amongst the others. There was one which stood out as being the best however, which I shall describe in due course!

I would kindly request that people wishing to see our ideas in detail redirect to our group's blog at Every member of our group is able to log in and post any designs, references and thoughts for our project, and so far we have accumulated a great amount of work!

Our first idea (as regular followers of my blog may know) is relating to Lipton ice tea. Revolving around a series of colourful penguins, we hope to make the product desirable to a wider target audience, by providing a distinctive character that consumers can grow to associate with the product. For an animation style, we envisioned a real life/cartoon hybrid, where the cartoon penguins interact with the real world. Based on character designs by another group member, I created the following three visual concepts depicting the mischievous penguins trying their hardest to get their hands (or should that be flippers?) on someone's bottle of Lipton ice tea:

Original designs:

Created in Adobe Photoshop, the penguins were drawn on separate layers to the real background image. Shading was added to the penguins matching the direction of light in the photographs, increasing the believability that they are a part of our world whilst retaining a very cartoon visual style. Effects such as shadows and slight reflections in the bottle, mug and tabletop help to give a sense of depth to the penguins, and ensure that they appear to be interacting with the objects as opposed to being flat images effectively stuck over the top.

Slight alterations were made to the character designs from the initial designs I was handed. I remained true to these designs for the most part, yet modified some aspects thinking from an animator's point of view. The original drawings showed penguins with very short flippers, which I felt would prove very difficult to express emotion and action. It is essential for cartoon characters to have exaggerated movements to be identifiable to the viewer, and so I made the flippers a little longer to aid in this respect. I am pleased to say that the designs were very well received! 

Our second idea focuses on the Lucozade brand. The story is a simple one, emphasising the 'energy' aspect of the drink; A tired, dull car pulls up at a petrol station, where one of the pumps is a giant bottle of Lucozade! The car fills up with the drink, instantly brimming with energy, and transforms into a bright and cheerful sporty car. 

The below images, created by another group member, illustrate what this advert could look like. Again, we envision an animated car atop a real life backdrop:

Our final idea is an advert for Volvic mineral water. Previous advertisement campaigns for the company have used its relation to volcanoes as a focal point, making a point that the volcanic minerals are good for your body. Our idea, partly inspired by the upcoming London 2012 Olympics, was to take this idea a step further, and make an advertisement about how keeping hydrated keeps your body at peak performance (especially important for athletes!). Who better to promote extreme performance than the great Bruce Lee?

The advert concept is admittedly pretty ridiculous, but intentionally so! Bruce Lee is surrounded by ninja enemies, outnumbered. He spots two bottles of Volvic water and a length of rope, and quickly fashions some makeshift nun-chucks. Literally using the water to beat his enemies, the advert gives a strong metaphor for how keeping hydrated is essential for overcoming any physical challenge.

It was this idea that was the most well-recieved. From an animation perspective, we have a 'motion comic' style in mind. For those who do not know, a motion comic is essentially an animated graphic novel, where a series of storyboard-esque images are brought to life with minimal movement. The style is very effective, and one that is increasing in popularity at the moment. Below are some visualisation images created by my friend Brian at, followed by some examples of motion comics:

The examples below are really high-end motion comics and do feature some 3D techniques that Brian and I may not yet be able to make. Still, in terms of art direction and basic animation, I think they provide a good indication of what to expect! 

No comments:

Post a Comment