FINAL ANIMATION

After spending a AN HOUR an a bit trying to upload it, I finally figured it out! Here it is!

STORYBOARD

My ad shows a young girl (late teens/early twenties), rolling around in a grass field, longing for something. The sultry music and sexy poses makes the viewer connect the ad to sex. The ad consists of 27 frames that have close ups, different crops for the viewer to focus on the body, and different angles.

For my ad I used photography and photoshop. I think the ad turned out well, what could have improved it would be more shots of every movement to make the ad more flowing. However, the purpose was to make a sexy, playful and short commercial- which I believe I have achieved.

STORYBOARD

From Book: Castity in Focus. Design: Brian Clarke, Foreward: Francesca Thyssen

I just saw these images in a book, and even though I have another idea for my animation- this could have been a fun way to shoot it.

Target Group

I found a Spring/Summer Marks and Spencer catalogue from 2007. For Marks and Spencer, the focus is always the clothes, quite easy going adverts- with no mystery or play. That is because many of their customers are from the working segment. They don't have time to be inspired, or for their attention to be drawn to other things other than the clothes.

Thats why I want my advert to convey more than just the lingerie. I want to it to be different and fun. The customer that I'm targeting is a younger group. 18-35.

They want something edgier, fun and playful. Something that isn't blunt and easy to read.
They are students and young professionals.

Images from The Lingerie Book by Mitchel Gray

All three images are completely different, but all very appealing. I like the pink and mystery of the first two images, the harsh lighting (as mentioned in previous posts) in the second, and the dark coverage in the third.

FUN FUN FUN

I REALLY LIKE THIS EFFECT! it really combines both my themes- however it doesn't convey that mystery that I wanted- but it is still quite sexy and modern!

JUST A QUICK TEST

These are just some quick photographs I took the other day! Obviously not anything I would use for my final, but to give me inspiration. Perhaps play around on photoshop with.

ILLUSTRATIONS

Even though illustration is not my focus in this project, I have looked at some illustrations and found that they really change through time. If I was to do only illustration for this Project, I would ask myself, what would future illustrations look like? Whether we still live in a Post Modern World or not, I think we are going to rebel against this (like you do against any movement). And that is why I should definitely NOT focus on illustration, because realistic drawing is a big NO NO for me.

Sources: Dessous, a history of lingerie by Gilles N'eret.

LIGHTING

The harsh lighting in these photographs can either depict a certain mystery or bluntness. For my shoot I think the mystery will work well with the fact that I leave the point to the commercial till the end.

Sources: Dessous, a history of Lingerie by Gilles N'eret. Various Lingerie Blogs and Magazine Cut outs.

IF I HAD THE MONEY..

The perfect setting for my photoshoot! Trees, grass, flowers, sheep in the bedroom! If only I could afford the furniture. Making the shoot combining both my themes (fairtrade/green & lingerie) and being modern!

Since I only have enough money for an origami bird here are some other ideas:

Take a series of photos of my model..

1. and use my incredible skills to photoshop her in green areas!

2. and let the green show through fade in and out thoughts of green environments that she is longing for!

3. and combine illustration, possible like the "Poison" video shown earlier.

More Contemporary Lingerie Design, Katie Dominy

IDEAS

1. Photography. Model on bed fantasising about the green environment. In between fade in and out shots of green.
2. Illustration + photography. Model as illustration and background as photography. Or Model as photography and background as illustration. Like youtube link shown above.

Book: Contemporary Lingerie Design, Katie Dominy

Marks and Spencer Company Overview

Company Overview:
• over 21 million people visit stores each week
• employ over 75,000 people in UK and abroad and have over 600 UK stores
• clothing and homeware sales account for 49% of our business, the other 51% is food
• NOW also known for green credentials as a result of our five-year eco plan, Plan A, which will see us become carbon neutral and send no waste to lansfill by 2012. This will be the heart of their business
• Core values: Quality, Value, Service, Innovation and Trust

PLAN A:
• launched in January 2007, setting out 100 commitment sustainability targets for 2012. Won Best Supermarket in The Independent's Green Awards 2010.
• now extended Plan A to 180 commitments to achieve by 2015
• Through Plan A trying to combat climate change, reduce waste, use sustainable raw materials, trade ethically, and help customers to lead a healthier lifestyle.
• 5 Plan A Pillars: climate change, waste, natural resources, fair partnership, healt and wellbeing
• Already met 45 of the 100 goals
• Aim to engage all 21 customers with Plan A. Aim to help 3 million customers develop own personal Plan A by 2020.
• Despite recession, our customers are still concerned about social & environmental issues, but believe business and government should do “heavy lifting” by taking lead, making it easy for customers to get involved &make difference.

YSL Parisienne with Kate Moss

This commercial is the first that popped into my mind when I thought about doing a mysterious and sexy commercial.
Kate Moss begins in a car, but with her thoughts on possibly "the night before", the camera jumps to these thoughts of her in a bed with another man.
A lot of the shots are close ups of her skin, legs, face and pink roses. They are dark and so not very clear. All of these things bring a sultry, sexy mood to the ad, which is its main focus.

Marks and Spencer Fair trade Lingerie

Even though this sector in M&S is seeing an exponential success, with the use of sexy exotic models like Bar Rafaeli and recently Ana Beatriz Barros, I don't believe it has been promoted good enough.
They are all quite happy and approachable, however what the ads are missing is a bit of an edge. I would like to try and convey this in my commercial. This will target a different market, which I also think M&S are lacking. The target group would be a younger one, 18-30.

INITIAL THOUGHTS

Faitrade Condom Commercial, for the CCC (Committee on Climate Change) or Brand with fairtrade Lingerie:

- One sexy model
- A lot of close ups
- background has to be something showing her commitment to climate change or fairtrade. Green enviroment. Forest.
- Quote " I like it when you talk clean" or "think green before you think dirty"
- Sound: heart beat, saxophone, womens or a mans voice

Animation Research, Amnesty International 2

Another Amnesty International animation about human rights.This commercial uses colour and sound to show moods. It is a lot more "cartoon-y" than the first I showed, because of the unreal features of the characters and the fact that they are completely flat. However, even though it is less realistic than the other, it still pulls you in and creates feelings of sympathy.

Other than music, there are sounds of children, guns, fire, cars.

We are taking to 3-4 different settings, however, the way it is narrated is through sound, colours and expressions on the characters faces.

Animation Research, Parkour

A different approach to animation!

Animation Research, Amnesty International 1

This animated commercial shows 5 different situations through black and white drawings that are somewhat realistic and at the same time abstract.

This commercial has had quite a strong impact on me, because they are showing situations that are too horrific to show through photography/video- but still have just a strong impact because you know its real.

The evil characters are drawn in black and are almost flames, while the innocents and white, almost transparent in the same white backgrounds.

The fact that there is only black and white, is because the ad is telling the situations rather than the descriptive green landscapes, yellow buildings or furnished rooms. It wants you to focus only on the situations. There is no dialogue either, because it is not important, whatever brought these people to these situations it is not acceptable to treat someone that way. This draws you in even more.

Throughout the whole thing you feel a sense of relief that these purple scribbles are saving them, only to find out in the end that it could be you saving them, because they are signatures of others.

QUICK BRAINSTORM

- Green, fairtrade, climate change

- Minimalism

- Technology (facebook, mobiles)

- Ravensbourne promotion

- Breast Cancer (or some sort of fund raising, charity commitee)

- Amnesty International