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Art Directionfor Advertising

Project : Sony Playsta

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The universe of1

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People

Copywriters

Creative team

Photographers

Illustrators

Color separation specialists

Printers

Other partners

A copywriter usually works as part of a creative team. Advertising agencies partner copywriters with art directors. The copywriter has ultimate responsibility for the advertisement’s verbal or textual content, which often includes receiving the copy information from the client. The copywriter is responsible for telling the story, crafting it in such a way that it resonates with the viewer/reader, ideally producing an emotional response. The art director has ulti-mate responsibility for visual communication and, particularly in the case of print work, may oversee production. Although, in many instances, either person may come up with the overall idea for the advertisement or commercial (typically referred to as the concept or “big idea”), and the process of collaboration often improves the work.Copywriters are similar to technical writers and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter writes an ad to sell a car, while a technical writer writes the operator’s manual explaining how to use it.

Commercial photography is probably best defined as any photography for which the photographer is paid for images rather than works of art. In this light, money could be paid for the subject of the photograph or the photo-graph itself. Wholesale, retail, and professional uses of photography would fall under this definition.

An illustrator is a narrative artist who specializes in enhancing writing by providing a visual representation that corresponds to the content of the associated text. The illustration may be intended to clarify complicated concepts or objects that are difficult to describe textually.

The process of color separation starts by separating the original artwork into red, green, and blue components (for example by a digital scanner). Before digital imaging was developed, the traditional method of doing this was to photograph the image three times, using a filter for each color. However this is achieved, the desired result is three grayscale images, which represent the red, green, and blue (RGB) components of the original image:

In publishing, printers are both companies providing printing services and individuals who directly operate printing presses.The profession of printer became established after the invention of the moveable type printing press by Johannes Gutenberg around 1450, and proliferated throughout Europe. Such early printers often were recognizable by individual characteristics in the works they produced, such as type or typography, and since early printed books were made in relatively small quantities they are rare and collectible.

Sometimes other partners are needed, like producers, animators, 3D animators, directors, actors.

The creative team is the team that develops advertising ideas, in order to reach the final result and come up with the final idea. The members of the team may are:

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Ideas

Ideas Creation&Developpement

First ideas

Drafts

Final Drafts

The creation and developpement of ideas is a sign that the process of the creative prossess has started. A good idea is sometimes difficult to be found, that’s why this part is the most important of all. The brief the team receive leads them to the first ideas and they continue until they reach to a satisfying or more ideas in order to create the final advertising campaign. The means that will be used must suit to the spirit of the campaign and the target groups.

After personal thinking and team brainstorming first ideas come up. Usually the first idea is not the final but there are sometimetimes that the first ideas are powerful and manage to stay alive until the end. Ideas are expressed on paper, usually with drafts (except for the oral and written speech).

To express the ideas some drafts are needed. Usually are hand-drawn , but sometimes may be digital. The drafts can show the main substance of the idea without many details. This is very usefull because they show the idea quickly before the team’s decision if they are going to procceed to its visualization.

The final drafts are the last step of idea before it comes into reality with professional means. If the client agrees, the process of the

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Creating our own2

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Preparation

Visual version of ideas

Visual version of titles

Visual version of meanings

Visual version of feelings

Target group

Competition analysis

Visual elements and visual communication rules

To bring an idea into life we have , first of all, to think about what exactly we want to say through it. Our message has to be clear, otherwise our target audience may misunderstand the meaning and this would be destroyable for our campaign. So, the visualization of the idea must be raletive to : our product our target group the message we want to spread

We have to choose the most proper title for our campaign. The most of the times one title is used for all the visual versions of the campaign. The copywriter is the one who is responsible for the titles. It is very difficult to find an efficient title and in the same time, suitable to the visual product. Sometimes it comes up very fast, but there are times that the copywriters have to think for days to find something really good. The way that they titles will ap-pear to our final visual product will be a contribution of the whole team. The right font, the proper letter size, the position of the title, all these must be chosen by the designers.

The meanings that will come out of the visual product have to be those exactly the team wants to be and not to digree from the initial idea and the brief. The notion of the meanings that we want to transfer may be achieved through the chosen colours, the stylization of the design, the style of the visual product (e.g. photo/ animation), the text (if there is any). Also, we have to follow the style and the appereance that our product keeps having in the market until now.

The feelings that will be spread out must be in common wth our product and our target group. If the product is referring to men for example it must give out dynamism. If it is referring to kids it must have softest feelings, mostly happy and sensitive. To achieve particular feelings in our campaign we have to focus on the complete result of our campaign, how the stylization and colours have been combined with the product, the titles and the meanings.

Our target group (age, gender, lifestyle etc.) must have been specified so as to adjust the characteristics and the communication of the campaign.

We have to analyze the strategy of our competitors so as to stay informed about their moves, to differentiate from them-we don’t want our target group to be confused-and sometimes to be inspired from their ideas.

Our visual elements must be used properly and according to the rules of visual communication so as a high aes-thetics to be achieved. The better the aesthetics, the most efficient our campaign will be. The aesthetics must also be close to the preferences of our target group.

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Our campaign

Product: Sony Playstation

According to the creative brief, our target group are mostly men and boys aged 12-40. Even the age of the target group has a wide range, Playstation is mostly used by teenagers and adults between 20-30. Playstation has developped a particular aesthetics in its campaigns. Some of its campaigns are:

Sony Playstation is a series of video game consoles created and developed by Sony Computer Entertainment. Span-ning the fifth, sixth, seventh, and eighth generations of video gaming, the brand was first introduced on December 3, 1994 in Japan. The brand consists of a total of three home consoles, a media center, an online service, a line of controllers, two handhelds and a phone, as well as multiple magazines.

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The idea we came up with was to say with our way that Sony Playstation is for everyone, for every taste and anyone can combine it with every statement he is in. What we tried to do was to transfer the meaning of this idea through the symbols of Playstation. The title we used for the campaign is “ For every occasion.”. One of the reasons we made this choice is its poetic rhyme with the word “Playstation” : “For every occasion-Playstation”. On the adver-tisements, we don’t let it be directly shown because we want to keep this mysterious atmosphere that Playstation advertisements have. Moreover, we decided to add a happy-funny element to the new campaign, without wander-ing from the aura of the product campaigns. So, the feelings we wanted to achieve are carelessness, happiness, mystery, curiosity and the desire to discover the world of Playstation by making them feel comfortable.Last but not least, we examined the market competition, so as to stay tuned. The biggest competitor of Playstation is Microsoft XBOX, Nintendo Ds and Wii.

Our campaign

Our competition’s Advertising examples

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Our campaign

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Our campaign

What we had to keep in mind were the rules of visual communication according to our target group and the aes-thetics of the product identity. Clarity, vivid colors with simplicity as a total would be our visual mission. The form of Playstation buttons we followed was :

So, we started with some drafts:

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After some rejected ideas :

And some ideas we kept:

Our campaign

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Our campaign

We decided to design some advertising solutions which also serve seasonal marketing. So, We ended up with the final campaign:

We reached the final ideas

Our campaign

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Our campaign

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Our campaign

The two solution below will be used for a seasonal marketing campain. The first will be on in winter and the second in summer.

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Our campaign

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Visual identity3

Com

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Communication

Advertisement

The proper communication means must be chosen for the efficient communication of the campaign

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Communication

Poster

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Communication

Street advertising-Panel

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Communication

Street advertising-Bus stop

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Communication

Internet banner

We can also create a TV spot or a dynamic banner or an interactive application.

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Bus

Communication