1. Developing the ad concept
- HOW IT NEEDS TO BE SAID – the primary IDEA behind the piece.
The design concept is the creative solution to the design problem. The concept should COMMUNICATE the objectives in the best way: express the personality and spirit for the company, establish a headline, establish the image(s), unify all elements of your design, etc.
Examples of some ad campaignes; lokk at the style of each one:
Faber-Castell: True Colours
Adverting concepts varieties
2. Thumbnails, roughs, comps and final work:
1. Thumbnails are very small sketches of design ideas (around 3x3 inches)
2. Roughs are the real size elaborated sketches with as many details as possible
3. Comps (comprehensives) are almost finals; that is what you show to the client for their final approval
4. Completely finished and polished final work for a client
(with a final logo)
Western Ad Rough
Thumbnail for Kellogg's package
; Pencil rough for Kellogg's package
Grand Central Terminal poster - work on Rough
; Grand Central Terminal final poster
(artist Yuko Shimizu )
Stages of developing the concept
Sketch or draw thumbnails. Looking at relevant information will give you a better understanding of the problem. Research stimulates your mind, and brainstorming on paper is the natural result. Thumbnails are your blueprint, if you think visually with thumbnails, you will eventually solve the problem.
This is where you think through all the details. What colors should be used? What typefaces are needed to communicate your idea or message? You can use markers, color pencils, computer (then you have to print them in color), etc.
Choose at least two different best ideas and develop thumbnails into a roughs (so, totally there will be 6 roughs). The size is approximately 8.5x11 inches (the letter size).
9/18 is the Roughs class presentation; responsible art director
Art directors: choose at least two different
best ideas and develop thumbnails into roughs (so, totally there will be 6 roughs) for the class presentation.
Reminder: it will be physical, not digital, presentation. We will attach papers to the blackboard
Copywriters: by this time you should finish discussions of all details with your partner, including several (about 10) headlines to choose from.
Print and submit the finished Objective Statement; take care about its readability, mistakes and typos, punctuations, etc. I will consider all these issues while grading.
AD REDO, the second improvement
Finish improving your AD REDO for the second time and submit it into the dropbox; name is Final2