ABOUT

The Brief:
Create an effective advertising campaign using a tagline chosen at random. As an art director, work alongside a photographer to execute the idea and progress onto final digital amendments. Final product to be spread across various print outcomes.

Concept:
Using ideas generation, I carried out numerous marker scamps revolving around the tagline 'We're Ready'. Discussing my concepts amongst peers, I had made a decision to follow my idea of a promotional poster for Thomas Cook Airlines. Using a line of suitcases below a staircase as if to show a family is ready to go out the door to jet off on holiday. To reach a family friendly market, I wanted a small boy to be jumping off the bottom of the stairs in excitement, beaming anticipation towards the viewer as to where he might be going. I believed this idea integrated perfectly with the tagline. I had to consider how it would be done? Where it would be executed? Finding a Photographer? What props I would use? Where could I find a model?

Execution:
Luckily, finding a photographer was a simple task as I was able to contact a fellow photography course within the art department. Between myself and the photographer, we arranged a photoshoot at a family friend's house of mine where it had the perfect location and perfect model. A task of having four suitcases was also fairly easy as between the both of us we owned a variety. On the day of the shoot, We had plenty of time to get the perfect shot, arranging the props into place and allowing the model to be comfortable. Working together to achieve the best possible outcome.

Results:
In the final stages, I applied my photo retouching skills to make slight amendments to the image. The few changes I applied was the saturation, contrast and also digitally changing the design of the last suitcase as I wanted a set of diverse suitcases to each give off there own 'personality'. Allowing the viewer to imagine the Family that is going on holiday, the final stages was to place text and then apply the final poster to real life mock-ups such as billboards and magazines.