WEEK 5: H&M FEMALE AD

Week 5: H&M

Instructions

Project 02 - Advertising Art Direction (20%)

Using what you have gained from understanding and applying the Bernbach’s principles in advertising, and the knowledge gained in understanding the role and functions of an advertising art director, execute a well crafted magazine advertisement.
Your client is H&M Fashion and it intends to wish its young female clients a Happy Merdeka via Female Magazine. Your job is to ensure, that the personality and style (voice and tone) of H&M’s brand and identity is retained in the creation of this ad whilst wishing female Malaysians a Happy Merdeka. Be careful not to use the usual Merdeka gimmicks. What ever you do, you must retain H&M’s young, hip, modern, fashionable, cool and exuberant disposition in your art direction when conveying the message.

Magazine: femaleSize: 210 (w) x 275 (h), Bleed: 216 (w) x 281 (h), text are: 185 (w) x 255 (h).

Marking Criteria

Communication (5%)
The message needs to be creative, clear and concise. The message has to be truthful and not gimmicky. The message must be unique in order to stand out from the rest of the competitors. The message must have a sense of personality that relates to, or reflects the target audience.

Visual Impact (5%)
Visual impact here refers to the overall effect of the layout and or the artwork (visual or copy) in the layout. The visual/copy must integrate well with the message for there to be impact. The visual/copy must enhance the message to create a smile in the mind. The visual/copy must relate or connect with the reader and should illicit an emotional reaction. The visual/copy must be memorable. The visual/copy must have a sense of personality that relates to, or reflects the target audience.

Art Direction (5%)
Art direction here refers to the visual and copy “style” for the overall design. The crafting of the visual and copy must reflect good composition, appropriate choice of typeface & visual, hierarchy in communication, appropriate choice of colour and a synergy of style between visual and copy. Good art direction (visual & copy style) will reflect strong proficiency in the use of relevant software to realize the style sought after. Good art direction (layout, visual & copy style) must consist of the detailing that is involved in the creation of the advertisement.

Process (5%)
There must be exploration in the form of sketches, mind maps, thoughts and epiphanies. The journey from start to finish must be methodically documented and dated. oral or written Feedback must be documented. The written reflections must be clear, concise, revealing and insightful.

Learning goal:

1. The student will understand the role of the advertising art director and apply that understanding.

Learning Outcome:

1)Writing & presenting Competencies – Demonstrate knowledge and understanding of design principles, technical processes, tools and software.
2)Critical Thinking Competencies – Use critical thinking to explore, analyze and test a diversity of conceptual ideas.
3)Creating & Documenting Competencies - Plan and execute unique creative works.
4)Appraising & Valuing Competencies – Constructively assess work by yourself and others.

Deadline:

Week 10

Research:

Primary
To get an idea, I first looked at their website. In addition, I've looked at some of H&M Female magazine articles here to get an idea of their style. From what I can tell, they use a lot of pictures with minimal text. 

Secondary

Feedback

Mr. Vinod:

I viewed your 1st weeks progression for Project 2, you have done a decent amount to visual research on H&M's imagery, however you have not articulated in words the essence of the brand, the tendencies, colours used, type of models, type of background, type of clothing, their target audience, etc. Secondary research on the brand is more than just visual documentation, it entails a systematic analysis of the brand in your view but backed up by examples. 

If there is an outlet, in you present domicile I would encourage you to do some

Primary research which it to experience the outlet, document the interior, the staff, the kind of individuals (in particular women) that frequent the outlet, the products and the overall impression of the brand experience. 

You also will have to research Female Magazine's women readers. Who are they? What is their age group? What are they about; their likes-dislikes, etc. An in depth understanding of the target group will give you a clear idea of the personality you are attempting to engage with. 

You will also need to research Merdeka advertisements in Malaysia, to understand the cliche nature of some of the ads and how you can avoid, and rise above this whilst staying true to H&M's brand. 

The project duration is 4 weeks from today. Currently we have completed 5 weeks, presently we are in our 6th week running, and so considering the present week submission of the project 2 would be on the 9th week (17th March).

Now remember, this will be a visually driven Ad. to test your understanding and ability to play the role of an Art Director. Photography In this case includes potentially styling (fashion) of a model and choosing the appropriate outfits while adhering to the strategy and Ad message. Please ensure you review the last two slide presentations I sent you to refresh your memory. 

As of now, your focus must be on the above mentioned. 

Reflection:

Experience

It might be a challenge for me to come up with an ad for H&M in conjunction with Merdeka, while steering clear of the typical Merdeka advertisemets. I would also need to ensure that the personality and style of the brand and identity is retained in the process of creating this ad and it is a must to also retain what H&M is well known for, young,hip,modern,fashionable,cool art direction when sending out the message to the audience.

Observation

Being in a different country and without most of my friends, finding a model to aid with my advertisement is a concern. I'm not sure yet as to how I will get around this.

Findings

I seem to be having some trouble coming up with ideas and strategies for this project as of yet. Hopefully I'll be able to have a brainwave of sorts soon.