2.10.07
1 October-Creating three new storybords for Zen.
Storyboard 1: Singing Competition
Storyboard 2: Running Competition
Storyboard 3: Super Zen
Reflection:
Reference:
Lecture Slides on Week 9 of KCP 404 Advertising Creative: Introduction, 2007.
This time I found that creating new storyboards is easier because of using the same animation characters to extend stories. The idea of competing with other characters, such as MP3 and Walkman, can also be extended to other competitions. Therefore, having a pre-developed base to work assist in the preparation is good. Besides the efficiency, more details such as sound effects or visual parts can be focused on to match them more creatively.
Reference:
Lecture Slides on Week 9 of KCP 404 Advertising Creative: Introduction, 2007.
1.10.07
1 October-Creating a sound bed.
Class Exercise: Creating a Sound Bed
Storyboard 1-Zen Computer Game
The script: The whole story is in a scene of computer game/an introduction of two characters/welcome Mr. Walkman and Mr. MP3/ Mr. Walkman and Mr. MP3 are fighting/ Mr. MP3 wins/Run Two. The main character Zen appears to fight with Mr. MP3/Zen shoots lots of photos and songs as weapons to Mr. MP3. (Voice-over :”Zen has powerful memory for storing music and photos.”)/Zen wins the game. Mr. MP3 is screaming/ Game Over. Show the headline “Game over, but Zen’s not.”
The music of a fighting theme is chosen to match the fighting scene in this commercial. When the main character MP3 Zen appears, the sound bed transfers to another tone, which is a happy and funny melody, to show the product’s spirit- young and fun.
When it comes to sound effects, some game sounds are needed, such as the “bi” sound of choosing characters on the screen, sounds of fighting, sounds of falling down, and the ones of the winner’s appearance. In the last frame, when the title is appearing, some digital sounds are added with the words.
That is to say, for the scene of a computer game, all sounds need to be familiar to audiences to make them understand the ad both with eyes and ears. Every detail of the sound effects can remind the consumers of familiar situations in which they play computer games. On the other hand, sound effects can make the characters and the animation vivid.
The music of a fighting theme is chosen to match the fighting scene in this commercial. When the main character MP3 Zen appears, the sound bed transfers to another tone, which is a happy and funny melody, to show the product’s spirit- young and fun.
When it comes to sound effects, some game sounds are needed, such as the “bi” sound of choosing characters on the screen, sounds of fighting, sounds of falling down, and the ones of the winner’s appearance. In the last frame, when the title is appearing, some digital sounds are added with the words.
That is to say, for the scene of a computer game, all sounds need to be familiar to audiences to make them understand the ad both with eyes and ears. Every detail of the sound effects can remind the consumers of familiar situations in which they play computer games. On the other hand, sound effects can make the characters and the animation vivid.
Storyboard 2- Kidnapping Zen
The Script: Zen is kidnapped/Zen is searching its movie play list/James Bond goes out from the movie play list/James Bond is saving Zen/Zen is free and dancing happily/ The headline: ”Tomorrow Never Dies. Creative: Zen.”
So the sound bed is the music which is similar to the 007 theme melody. This familiar music can remind audiences of the nervous atmosphere in the movie. When this melody is used in an animation, that also can create humour in the commercial. This is the playful spirit of the product.
About sound effects, there are some sounds of cartoon characters needed to make the main character Zen like a real “person.” Moreover, in the scene of the movie play list, there is digital sound of pushing buttons. That can create the reality to invite the audience to get into the story.
17.9.07
17 September-Storyboard for Chevy Tahoe.
Problems identification:
Audience created their own Chevy Tahoe commercials on YouTube to dig at the original Chevy Tahoe commercial. This shows two things. One is that people can respond to the advertising message with new media technology interactively. That is, young audience changed the scripts to present how they think about this huge American car. The other thing is how Chevy Tahoe will do to react to this negative effect.
Problem solving (some points about how a Creative Director can convince his CEO about Chevy Tahoe):
After lots of DIY commercials about Chevy Tahoe were created on YouTube, Chevy Tahoe should be very careful to avoid saying the same thing with similar execution to sell this “big” car. So, let’s change a different way to tell the story.
The new pitch is “big = the total amount of small slices of life.” In this new commercial, the big car has become “small” in the visual execution to present that people driving Chevy Tahoe have the power of control. In this way, the Chevy Tahoe can get a more humble image.
Besides that, the background music includes the sound of a music box and a symphony which is different from the previous one using rock-and-roll music. Certainly, rock-and-roll music
shows the brand power of this huge car. However, the new commercial needs other music, such as a soft symphony and the melody from a music box, to transfer a new pitch to the audience. That is to say, with emotional appeals in the commercial, the small slices of life also describe that the Chevy Tahoe can take people to where they want to go, but with a different approach from the last one. So, using “small” pieces of life to talk about a “big” car can give Chevy Tahoe a more modest status to maintain their market level.
Audience created their own Chevy Tahoe commercials on YouTube to dig at the original Chevy Tahoe commercial. This shows two things. One is that people can respond to the advertising message with new media technology interactively. That is, young audience changed the scripts to present how they think about this huge American car. The other thing is how Chevy Tahoe will do to react to this negative effect.
Problem solving (some points about how a Creative Director can convince his CEO about Chevy Tahoe):
After lots of DIY commercials about Chevy Tahoe were created on YouTube, Chevy Tahoe should be very careful to avoid saying the same thing with similar execution to sell this “big” car. So, let’s change a different way to tell the story.
The new pitch is “big = the total amount of small slices of life.” In this new commercial, the big car has become “small” in the visual execution to present that people driving Chevy Tahoe have the power of control. In this way, the Chevy Tahoe can get a more humble image.
Besides that, the background music includes the sound of a music box and a symphony which is different from the previous one using rock-and-roll music. Certainly, rock-and-roll music
shows the brand power of this huge car. However, the new commercial needs other music, such as a soft symphony and the melody from a music box, to transfer a new pitch to the audience. That is to say, with emotional appeals in the commercial, the small slices of life also describe that the Chevy Tahoe can take people to where they want to go, but with a different approach from the last one. So, using “small” pieces of life to talk about a “big” car can give Chevy Tahoe a more modest status to maintain their market level.
Storyboard: Big=the Total Amount of Small Slices of Life
10.9.07
10 September-Storyboard for Creative Zen Campaign.
Storyboard 1-Zen Computer Game
Storyboard 2- Kidnapping Zen.
Developing a campaign storyboard for the Creative Zen MP3 and video player
Notes for storyboard:
The story of a computer game can be extended to a real downloaded computer game. The most obvious way is that using animation and computer graphics makes it easy to capture the young generation’s attention. Besides that, this can create the tone of joy and happiness. In other words, this is the core concept that Creative Zen wants to communicate with target audience.
Reflection:
The story of a computer game can be extended to a real downloaded computer game. The most obvious way is that using animation and computer graphics makes it easy to capture the young generation’s attention. Besides that, this can create the tone of joy and happiness. In other words, this is the core concept that Creative Zen wants to communicate with target audience.
Reflection:
- How will the role responsibility divide up the work?
Actually, it is difficult to separate out the responsibility. Sometimes, an idea of a sound effect will come out from a copywriter. The point is that the professional sound artist will make the idea more practical to match the concept accurately.
- Did you work more efficiently? More creatively?
Although it is not easy to share responsibility, by doing so, every one in the team can generate some ideas and be focused on the part which the individual is really good at. That is, it is more efficient to complete the draft of the idea for the campaign. In addition, for me, I can absorb other dimensions from other partners in the group to make the single idea simpler and more creative, especially when it comes to generating ideas for a TVC. However, sometimes this may need more time to negotiate with the diversity of the concept to find the best solution for the campaign at the end.
27.8.07
27 August-the Valley Jazz Festival.
Fitting images and words to creative strategy/ print ads and radio ads for the Valley Jazz Festival
It is good fun to develop lots of ways to think of metaphorical objects or scenes of “Jazz” and “music” to avoid conventional concepts. The main challenge is to figure out a complete idea with a visual element which can be extended into a audio element at the same time through two diverse communication channels.
Basically, the idea of a print ad will come out at first. For example, the concept of “we don’t let your ear down” with a self-portrait of VanGoph appeared firstly. And then, from the headline of the print ad, the idea needed to be transferred into a non-visual execution. Again, this involved fitting the sound or voice and words to the main concept of the creative strategy.
During the process, I always thought of how to show “music” visually and how to capture the audience in a radio ad without Jazz music to promote a Jazz festival. That is really exciting when there is some limitation and restriction. That is the place where ideas come from. As Jewler and Drewniany said (2005), “creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.”
Reference:
Lecture Slides on Week 5 of KCP 404 Advertising Creative: Introduction, 2007.
Drewniany, A. J. J. B. L. (2005). Creative Strategy in Advertising (8th ed.). Belmont, CA: Thomson Wadsworth, chapter 1.
It is good fun to develop lots of ways to think of metaphorical objects or scenes of “Jazz” and “music” to avoid conventional concepts. The main challenge is to figure out a complete idea with a visual element which can be extended into a audio element at the same time through two diverse communication channels.
Basically, the idea of a print ad will come out at first. For example, the concept of “we don’t let your ear down” with a self-portrait of VanGoph appeared firstly. And then, from the headline of the print ad, the idea needed to be transferred into a non-visual execution. Again, this involved fitting the sound or voice and words to the main concept of the creative strategy.
During the process, I always thought of how to show “music” visually and how to capture the audience in a radio ad without Jazz music to promote a Jazz festival. That is really exciting when there is some limitation and restriction. That is the place where ideas come from. As Jewler and Drewniany said (2005), “creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.”
Reference:
Lecture Slides on Week 5 of KCP 404 Advertising Creative: Introduction, 2007.
Drewniany, A. J. J. B. L. (2005). Creative Strategy in Advertising (8th ed.). Belmont, CA: Thomson Wadsworth, chapter 1.
20.8.07
20 August-Analysis of a Campaign.
Reference:
Lecture Slides on Week 4 of KCP 404 Advertising Creative: Introduction, 2007.
Bignell, J. (2002). Media Semiotics : An Introduction (Second ed.). Manchester and New York: Manchester University Press, 28-37
Danesi, M. (2002). Understanding Media Semiotics. London: Arnold, 28-53
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