WEEK 8: H&M FEMALE AD

Week 8: H&M Female Ad

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

Ideas & Strategies:

I remembered a friend of mine in the UK who did some modelling and I went through some of her pictures. Luckily, there were some pictures that I was interested in and after speaking to her and explaining the need to use her pictures, she consented. Below are the pictures as well as ideas I have for the copy.

Copy: Which side of the fence are you on? 

Copy: Enough #merdeka to be yourself?

Feedback:

Mr. Vinod:

I viewed you progression for week 8, I'm afraid you have not made progress by way of visual and line interplay.

Reflection:

Experience

Once I found the find of pictures I wanted, things got a little easier and I felt better as well. The true challenge that I'm facing is being overseas without my friends who I could use as models.

Observation

I now need to gel my pictures with a suitable copy as well as overall layout. I'm heavily partial to the picture with the fence, although it doesn't quite portray H&M usual colors.

Findings

I learned that sometimes things don't actually turn out like how you want it to be. It is probably because when you tel something to people they may have a different perception on the same idea resulting in a diflferent outcome rather than what is expected. Based on this weeks feedback, I will try to improve my images and copy of my advertisement.