1. U1156782 – Anna Ablett
Young Pregnancy What To
Expect extended app
Module TID1085 Art Direction & Picture Editing
2. U1156782 – Anna Ablett
Brief Look into different photographers and how the
use techniques for their individual message.
I plan to learn about
aperture and shutter
speed and do some
usually has a
intense or not. I
could look at
reality is about
within a context.
I will look into
reality to get
Apps have become a significant part of our society
recently and I will explore the best apps on the market and
what section I would want to explore for my project.
I will demonstrate this by experimenting with different
picture editing techniques for my message.
I will archive this by planning my vision of my images
first, then creating the image using photography and art
directing skills and knowledge.
I will record my notes and development to
show this outcome.
I plan to create an advertisement for my app idea
that will show my concept and encourage people to
buy/use the app and links from the app.
I plan to show this by incorporating
knowledge from the course and
specifically the photo studio and art
direction into this project.
3. U1156782 – Anna Ablett
Photographyresearch • Originally oil paintings were commissioned by the rich to show status, with the technology growth everything has
become more accessible for the poor and nowadays it is argued there is a image pollution in the world as
everything and everything can be instantly captured in a photo and shown worldwide, losing the value and
messing behind photos.
• In class we discussed the meaning of ‘Portrait’ and ‘Contemporary Art’
• Here is my findings:
• What is a portrait? What should it be – A representation of a subject
• Should the photographer control the content or the sitter? – Both, if the image is for an artistic creative purpose
then the photographer should be in control but if it is a family portrait (for example) then the sitter would be most
in control of the image outcome.
• What should a portrait convey? – A concept (weather a metaphor, imagery, or just a person)
• Is it social or cultural commentary? – Both, however it is influenced by technology available.
• Is it art? – Yes, it is a creative solution to expressing a concept. It should have a intension or meaning. However this
is a subjective question and I personally think it depends weather the image what created for an art purpose or
not. Yet this is no longer a distinguisher as art is now shown anywhere, originally just a measure or in a frame but
now art can be digital, on the web, in the street, ect..
Richard Avedon has been given the title of most famous American photographer. His
most interesting work was his portrait images of famous celebrities. He would talk to the
celebrity about certain issues, here he talked to Marilyn about bad things in her life and
then shot the photo. The idea is to break down the idea of a portrait of a famous person
showing their best pose and replacing it with the person looking vulnerable showing their
true essence. It is important to consider if this is more a true portrait than an oil painting?
This portrait concept reminds me of a
photography I saw on a university trip
to the Bradford Media Museum for
the course but for a different brief.
Philippe Halsman was a
photographer that did a series of
portraits where the subjects were
jumping, including for the Duke and
Duchess of Winsor 1956. His idea is
when asking the subjects to jump
their photo mask they create falls
down and the real person and real
4. U1156782 – Anna Ablett
This series called „Strangers‟
it involved the photographer
arranging a time to secretly
take a picture of a person
through their window. It is
interesting to see how
someone lets you into their
life and what they have
chosen to show you, for
instance the man in
underwear is more open
than the women in a
coat, or is she about to
leave her house? It is a
great example of social
commentary for the people
that chose to do this project.
This series is meant to be a secret camera capturing
people‟s images on the street without their
knowledge. However when looking at the
composition and eye line of the images I think it is
more constructed than let-on, for instance they
may have been a sign saying to look at the
camera, on these may have been actors.
• When asked to pick an advert that uses photography I chose the Absolut
• The photographer was Steve Bronstein that sais “The bottle is like a big lens,
anything put behind it is distorted and reversed” so he decided that rather
than shooting the bottle in front of a black background, he chose to place a
sheet of matte plexiglas behind it, and illuminate it with a soft glow.
• The advert was made in 1995 however I think it looks very modern for it‟s time.
• The bottle is centred to make to make it the main point of interest and show
it‟s importance for the ad.
• The bottle is made to look desirable and glamorous.
• The slogan “Absolute…” has become a famous iconic slogan that has really
made the brand what it is today.
• The advert is representing Marilyn Monroe‟s iconic image from the film „The
Seven Year Itch‟. The original image captures the essence of Marilyn‟s
personality of fun loving, lively and sexy and by using this image in the advert
they have associated those connotations with absolute vodka.
• I think the photography within the advert makes the product seem mature
and desirable therefore I think it is a successful advert and is very aesthetically
5. U1156782 – Anna Ablett
PhotoStudio • What I have learnt from the Photo Studio about photography and art direction:
• Jpeg vs Raw – Jpeg is a picture format that is easy to use however Raw file format is hi-res and
better to capture with if I am editing the photo. I decided to capture in both Jpeg and Raw
• A – Aperture = How much light can enter the camera lens by adjusting how big the camera hole is.
(Higher number, smaller lens, less light)
• S – Shutter = how quick the lens closes deciding how much movement is captured. (Higher for faster
images to be clear)
• Iso – Sensor Sensitivity = More sensitive to light and dark
• Auto focus dose not work on white backgrounds as it needs a contrasting colour to focus on. Tip:
press capture halfway down (setting the focus) then recompose photo to how you wanted it.
6. U1156782 – Anna Ablett
• Here is some initial
practicing into using a
• I felt a significant amount
more confident with the
settings after practicing.
• I think I would now be
able to change the
features to the right
settings I would want for
7. U1156782 – Anna Ablett
• We were given the task to take pictures of alcohol bottles and create quick adverts by imposing a
– Remove labels on back of bottles so it doesn‟t shine through.
– Use a light box, creates a lot of light
– Light from behind and use reflectors to get light on front
– Use black and grey card on the sides to define edges
– Make sure the bottle and liquid doesn‟t look milky or plastic if it is glass.
– Think about the context of the photo and how you want the bottle to look.
– Shot in portrait to fill up more of the shot.
Used black card to darken
Chosen images as in focus and
Too washed out (milky) and
8. U1156782 – Anna Ablett
• For southern comfort I decided to re-shot the bottle as I thought more about what context my advert would have and
the target audience.
• I also wanted to experiment more with the lighting and composing techniques.
• Here are some photos of the lighting set up in the photo studio:
Very bright! Be good for a beach scene but looks
more like lucozade than whiskey
Be good for a pirate
Used a low angle shot to make the bottle seem more desirable
and powerful which is the connotation I was wanting to create
9. U1156782 – Anna Ablett
• For this vodka bottle shoot I found it very hard to capture the label as it was very shiny. In some
photos it created a big shadow in the middle and when I tried to use the reflectors it became too
bright with a shine line. I decided to use an anti-shine spray on the label to make it more matte.
Label to dark
Weird shadow lines
Still thin shadow line
The bottle looks more like
glass and glowing to look
desirable. And the label is
Trying to get the label
readable meant the
bottle was very dark and
10. U1156782 – Anna Ablett
Here I explored different Photoshop techniques.
• I originally wanted to
use a beach scene for
• I overlaid the bottle on
top of a beach picture
and then experimented
with adjusting the
shadow effect to make
the bottle stand out
more. I then tried to
make the bottle look as
if it was on the beach.
• I then thought about using a beach bar scene at night
which matched the connotations I was trying to create
of tropical, fun, drinking experience.
• I tried using a lends blur on the man to see what effect
this would give
• I also played around with an image of a lecture and a
quote he said.
• I first imported the image into Photoshop and used the pen tool
to draw around the bottle and delete the background. I then
adjusted the levels to lighten the bottle.
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More exploring for development and final
• After creating
that I likes I
• Here I have
taken a sign
• I really like the
but I think
• I then found this image of a
bar tender at night at a
beach bar that I wanted to
• I adjusted the levels and
curves to make the image
look more appealing. I then
imported the bottle where his
• However then I thought it
would be a good idea to
import the peach schnapps
bottle onto shelf. I tried to edit
them so they looked as if they
were really on the shelf.
• I then added this strap line
and this was my final image.
12. U1156782 – Anna Ablett
• On Location Photography PracticeLeedsTrip
Street photography Urban photography Pregnancy and babies
Pregnant mannequins Shutter speed
Alternative angles Market items
• The Leeds trip was mostly about getting experience with the camera. I also managed to get
some images that could help with my project so it was useful taking those photos.
• I really likes capturing textured and thinking of the composition of the image I was creating.
• I learnt from taking the pregnancy photos, I want to take the photos straight on and concentrate
on the roundness of the belly or directly on the side of the body, otherwise it is hard to emphasise
the roundness of the belly and that the person is pregnant. Also when taking photos of the
women, the cutest were when the mother was interacting with the baby/belly and this gave a
warmer image so I will incorporate what I have learned from this trip into my final image.
13. U1156782 – Anna Ablett
Helpful • Internet programs –
show reality with
• Phone - Uses a phone
app that uses camera
to identify something
and then shows new
• Webcam – uses a
coded image that
when scanned with a
creates a new 3d
Apps are one of the fastest growing trends now-a-days. Here
are a few graphs that show age groups and popular apps
(these are USA based but typically correct for worldwide).
My sister is pregnant at the
age of 22 and frequently
uses apps and books for
information about her
pregnancy. I also know
that teenage pregnancy
rates have been
increasing. An app idea
could be keeping track on
the baby‟s growth and
giving information about
the baby and ways to
keep healthy, especially
aiming at young people as
they will most likely use
smartphone apps and
know less about
There has been many issues recently
around obesity, including children eating
healthy, best way to diet, the fast growth
of obesity. I could create an app for
health eating and gives information on
foods, such as fats, sugar and salt levels.
I know from my own
experience the binge
drinking culture is
dangerous. I could
create an app that
helps give drinkers
information on how to
drink a more healthy
amount and the
dangers of binge
14. U1156782 – Anna Ablett
• I decided for my project I will create a pregnancy app aimed at young people
– The main target audience for smartphones and apps is 18-34 year olds.
– Health and fitness apps take 13% of the app market.
– This will be a helpful app for the social issue.
– My sister is pregnant so I can give a good insight into the audience.
• Initial Idea: have an informative pregnancy app about the baby‟s growth and
ways to stay health during pregnancy, including tips from mums. The augmented
reality aspect of the app will use the camera to super-impose a image of a
sonogram onto the pregnant women‟s belly according to how far on they are (for
instance 3 month pregnant women will see a general healthy 3 month scan).
There are many worrying statistics on
teen pregnancies, my research has
lead me to estimate at least 45% of
first pregnancies to be within the age
13-30 therefore this will be my target
audience as, weather a teenager or
not, first pregnancy and a young
pregnancy is more likely to be the
audience that owes a
smartphone, uses apps and knows
less about pregnancy than more
I watched a 2009 series of
teen mom for research
and found these statistics:
one in 10 children in USA is
born to a teenage mother
1 out of 6 girls in America
will become a teen mom
2011: Birth rates, 11% for
women aged 15–17
years, and 7% for women
aged 18–19 years
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Pregnancyapps Main points:
Integrates with Facebook and
twitter and other social media sites.
Reliable information from known
brands and medically reviewed.
User forums and due-date club
Pregnancy to-do list
Lifelike 3D illustrations
Customize the app with baby‟s
name and due date
Can email entire history of your
contraction to your doctor or
Helpful tips for stress and sleep
Work out routines
Shop for baby items and see reviews
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• Friso Mum is a soft wear aimed at dads. The mother wears a t-shirt with a coded picture on that can be scanned
with a webcam to show 3D image of a baby on the screen based on the stage of pregnancy the user selects
on the registration page. Also has useful tips, for instance week 5 “how to deal with nausea”. And has the baby
speaking telling you the development, for instance week 12 “now you can hear my heart beat and I can open
and close my mouth”.
• I found some different soft wear/ apps that use similar features as my app
idea. However there is nothing like my app idea on the market.
• Simubaby is a soft wear that used a belt with a
picture code attached that a webcam can scan
to show the size of the baby.
• How big is the baby is a website with a printable
code image that when scanned with a webcam
shows a baby in your hand.
• mybaby3D is an iPad where the user can input when their due-date is and see a 3D baby image of the
according size. This is also rotatable and moving. This app allows the user to share onto social media sites.
17. U1156782 – Anna Ablett
• I want to joined with the What to expect brand and create an extension of
their free app to create a paid for app that uses the features from my
The free app already includes most of the features I would want to include. Therefore my extended
version will include the augmented reality features and also my own. The information is well trusted
and is linked with the website massively.
Google play store says the app has been installed 500,000 - 1,000,000 times.
18. U1156782 – Anna Ablett
• Initial Idea: have an informative pregnancy app about the baby‟s growth and ways to stay health during
pregnancy, including tips from mums. The augmented reality aspect of the app will use the camera to super-
impose a image of a sonogram onto the pregnant women‟s belly according to how far on they are (for
instance 3 month pregnant women will see a general healthy 3 month scan).
• The information will alter between using “him” or “her” each week (this was a favoured feature in the best
pregnancy books rather than referring to “it” or “the baby”). Or the user can select which gender if they
• The app will have a screen where you select your due-date/ how far along the user is to shows the most
useful information to day/week knowledge.
• The augmented reality will show a video of a sonogram as women get to see videos in hospitals and only
have pictures at home.
• The video will be 360 degree rotatable so you can see the baby from all angles inside the mother‟s belly.
• The camera will detect where the mother‟s belly is so that it can accurately place a baby in the womb area.
• The video will be able to switch between the black + white sonogram view or the 3D scan view (3D scan
view is only available in hospitals at a free)
• The app will also have another option that when selected the camera can hold up to a women‟s side belly
and estimate how large her belly will grow in 1 month, 2 months, 3 months….
• Another aspect of the app encourages taking a picture of the mother each day or week and then at the
end of the pregnancy will create a time-lapse video of the pregnancy (This can be shared through social
• The app will link to a website that also shows the information provided and a social networking service for
mum-to-be when they can create a profile, keep track of their baby growth, contact other mums, and a
questions forum for any concerns.
• I will make the app so that it is accessible across Google, Android, ect.
• I will also make the useable on smartphones, tablets and other devices that apps are used on.
• I plan to make my app easily changeable into different languages so that it can be downloaded worldwide
and across different cultures.
• I would want to connect with a trusted mother website for my information such as
http://www.whattoexpect.com, they do have their own free app but I planned if I made my app into a
more advanced version of their app that cost money I think they would join with my plan. That way app is
connected to a brand that is known a trusted.
19. U1156782 – Anna Ablett
• I used some online stock images to practice with before I took my photos to get an
idea of how I would edit the photos and what the images would look like.Concept&imagedeveloping
Imported an image into
Overlaid an image of my
Used feathering, and layer
masks to blur the scan onto
Overlaid an image of a
I also did
I decided to use a
different image of a
phone that had a
hand in. It makes
the image look
more real and give
the idea the father
is using the app
which makes the
Concept drawing/ thumbnails
20. U1156782 – Anna Ablett
• Here are the photos I have taken of my sister at 18 weeks pregnant
I chose this image because it shows clearly she is pregnant and her hand placement makes the image
more emotionally warming. It is also in focus and bright.
Here are some images I took of a male hand holding a smartphone in the camera scan position.
21. U1156782 – Anna Ablett
• Here I have shown the stages of Photoshop I did to edit the image.
Photoshop Cropped to size
with clone tool Adjusted the levels
Changed the curves Blurred the image to make
her have a “glow”
Used a layer mask to paint
black to show the detail
22. U1156782 – Anna Ablett
When I was experimenting
with more photos of my sister
I created this image which I
really liked. It gives a very
warming feeling to the
picture and can show both
aspects of the augmented
reality. I did the same
experiments with a phone on
When trying to create the image with the over lay of a sonogram and a male hand holding a phone the images
didn‟t look they way I had planned. I tried different effects and using a better quality image of a phone, but they still
didn‟t look proper. I was happy with the final image as it looks the most professional while demonstrating the app.
23. U1156782 – Anna Ablett
Developmentofapp • I used images of the existing app to determine what my extended
app with look like.
24. U1156782 – Anna Ablett
Promoting I want to advertise my app in Pregnancy &
birth magazine. The main audience is
pregnant women ABC1C2, late 20s early
30s, then content of the magazine focuses
on the main concerns of the first time
pregnant woman - health, diet and beauty
from the early stages of pregnancy to 3
months after the birth. This is my ideal target
audience and a single copy cost £2.80
therefore the readers are more likely to pay
for a pregnancy app.
25. U1156782 – Anna Ablett
Final The app is aimed at 13-30
year old women in their first