One Day Brief - Advertising.

Footwear One Day Brief

This one day brief consisted of us considering we were working for a client within the advertising industry; this assignment was based around the subject of shoes and how to market them as a product in an advertising campaign.

The brief was issued at 9pm and had to be completed, presented and judged at 3pm, this allowed us to understand and experience working under pressure and using restricted resources in minimal time, this gave us an insight into reality and a rough understanding of how the industry can work.

Teamwork was important throughout this task; we were separated into groups of three, after mind mapping we needed to decide upon our final idea and how to purpose it. Many aspects were to be taken into consideration such as what we would advertise, lighting styles, backdrops, composition, props and our targeted audience.

After discussion me and my group decided to base the assignment around an already well known brand and label ‘UGG Boots’, as the brief stated we were to produce three images we decided to base each individual photo around a different generation and target audience, this is so our overall campaign would appeal to as many people as possible. Our captions for the images would be ‘First’, ‘Favourite’ and ‘New’, this gave us the opportunity to explore as many ideas as possible. Although each photograph would demonstrate a different concept, we would keep the colours and lighting similar to guarantee the images suited as a series and fitted together as an overall advertisement.

After initial test shoots we decided to keep the photographs simple, as the shoes would be featured in advertisements it was also essential to portray the correct perspective and appearance of the UGGS. Our series of images were to be displayed using all over, even light coverage and a white backdrop.

‘New’ was our first image, our setup for this photograph consisted of a white backdrop and large softbox directly above the product. We positioned the UGGS in front of a clearly old, ruined pile of shoes, the concept of this idea was to isolate the shoes to draw and catch the viewer’s attention.

‘First’ was the second theme, the target audience for this shot was adults as they would be purchasing the shoes, however it is clear that the idea for this advert was directed to the younger generation. We photographed the shoes using the same lighting as before however in a slightly different composition, we photographed them in a different perspective making them appear significantly smaller and petite. Then in post production using Photoshop CS5 we imported a snow scene, using baby footprints to surround the photograph, the fur and snow throughout this image complimented each other well, in my opinion the idea for this advertisement was the strongest and the outcome was definitely the most successful compared to the rest.

The third advertisement was ‘favourite’, to achieve the subject we used several pairs of similar shoes, this advertised the many different styles and choices available to the customer. We positioned all shoes at different angles to insure all aspects of the shoe were reflected. The lighting in the image was very similar to the rest of the advertising campaign with a pure white background, isolating and enhancing the UGG.

Unfortunately, after shooting and editing the final images we did not have enough time to complete our idea, the slogans new, first, and favourite were not printed within the finals, this was clearly a very important aspect of our idea so the photographs were not represented as we intended them to be.

In conclusion, I found this assignment to be insightful and motivating, although our final outcome may not have been as successful as intended I found it a very useful learning experience. In the future I intend to improve on time management and ensure to use all time effectively.

'FIRST'