Amanda Sue Rope's Lecture for Cardiff Illustration

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Amanda Sue Rope's Lecture for Cardiff Illustration

  1. 1. Workshop Artwork for a print campaign Exploring the effect of target audience and format on visual communication Cardiff School of Art & Design Y2 Illustration Tuesday 15 October 2013 Tuesday, 15 October 13
  2. 2. The Day 10am Introduction to workshop + Presentation - Workshop Starts - 10.30am - - 12 noon - - 3.30pm - Tuesday, 15 October 13 Research + Ideas generation Briefly research your brand Write down ideas + associations relating to your selected strapline For your target audience, brand and formats consider appropriate visual approaches including: Materials / mark-making / scale / colour / type / type-image hierarchy Roughs Select your strongest idea and create a series of roughs (at least 10) to successfully visualise your idea Apply your strongest visual across each of the formats, creating at least 4 roughs for each format type Discussion Put up all your work from the day - separating the roughs for your final selected idea and the strongest solutions for each of the formats
  3. 3. The Brief - Select one strapline and a target audience from the provided lists - Develop an idea for your selected strapline + target audience - For your idea create at least 4x roughs for each print format (minimum total: 16 roughs) - Develop each rough, reflecting on which is most and least successful and why Tuesday, 15 October 13
  4. 4. Learning Outcomes By the end of this session you should be able to do the following: - To synthesise your understanding of the illustration process (especially explanation and persuasion, reportage illustration and/ or visual analogy) - To promote innovative and appropriate use of media and process when producing imagery for a specific target audience and print format - To employ a reflective iterative ‘rough-making’ process to explore and discover visual solutions Tuesday, 15 October 13
  5. 5. The Lists STRAPLINES AUDIENCE - Think Small (Volkswagen) - Parents of, and children 3 - 5 year olds - There is no substitute (Porsche) - Parents of, and children 5 - 9 years olds - I am what I am (Reebok) - 13 - 18 year olds - Impossible is nothing (Adidas) - 18 - 25 year olds - Make believe (Sony) - 25 - 34 year olds - The miracles of science (DuPont) - 35+ year olds - Challenge everything (EA) - See what we mean (Canon) FORMAT - Share moments. Share life (Kodak) - Billboard on busy road - When there is no tomorrow (FedEx) - Poster on underground tube platform - The greatest tragedy is indifference (Red Cross) - Full-page advert in broadsheet newspaper - Fan the flame (Amnesty International) - Advert on side of double-decker bus - Create. Play. Grow (Lego) - Safe no matter what you make (Play Doh) - Born to fit together (Gap) - Imagine this is you (WWF) Tuesday, 15 October 13
  6. 6. "Print advertising should be recognisable at a hundred paces, and it should be obvious who it's an ad for without seeing the brand name." Paul Arden Tuesday, 15 October 13
  7. 7. Campaigns Tuesday, 15 October 13
  8. 8. The Economist Tuesday, 15 October 13
  9. 9. The Economist AMV BBDO London Tuesday, 15 October 13
  10. 10. The Economist AMV BBDO London Tuesday, 15 October 13
  11. 11. The Economist AMV BBDO London Tuesday, 15 October 13
  12. 12. The Economist AMV BBDO London Tuesday, 15 October 13
  13. 13. The Economist AMV BBDO London Tuesday, 15 October 13
  14. 14. Museum of Childhood AMV BBDO London Tuesday, 15 October 13
  15. 15. Museum of Childhood AMV BBDO London Tuesday, 15 October 13
  16. 16. Museum of Childhood AMV BBDO London Tuesday, 15 October 13
  17. 17. Museum of Childhood AMV BBDO London Tuesday, 15 October 13
  18. 18. Museum of Childhood AMV BBDO London Tuesday, 15 October 13
  19. 19. Museum of Childhood AMV BBDO London Tuesday, 15 October 13
  20. 20. Museum of Childhood AMV BBDO London Tuesday, 15 October 13
  21. 21. Holes Grey New York Tuesday, 15 October 13
  22. 22. SANCCOB Tuesday, 15 October 13
  23. 23. The Guardian Tuesday, 15 October 13
  24. 24. The Guardian Tuesday, 15 October 13
  25. 25. McDonalds’ Potatoes TBWA Shanghai Tuesday, 15 October 13
  26. 26. Amnesty International Tuesday, 15 October 13
  27. 27. Amnesty International Tuesday, 15 October 13
  28. 28. Feminism Brave & Jinan Younis Tuesday, 15 October 13
  29. 29. Feminism Mother London Tuesday, 15 October 13
  30. 30. Feminism Weiden + Kennedy Tuesday, 15 October 13
  31. 31. Feminism Weiden + Kennedy Tuesday, 15 October 13
  32. 32. Tuesday, 15 October 13
  33. 33. Link for NPCC Animation: http://www.creativereview.co.uk/cr-blog/2013/may/ycnstudio-creates-childline-animation-for-abuse-victims Tuesday, 15 October 13
  34. 34. NSPCC Tuesday, 15 October 13
  35. 35. NSPCC Tuesday, 15 October 13
  36. 36. Orange Tuesday, 15 October 13
  37. 37. Orange Tuesday, 15 October 13
  38. 38. Orange Tuesday, 15 October 13
  39. 39. Orange Tuesday, 15 October 13
  40. 40. Orange Tuesday, 15 October 13
  41. 41. Central Saint Martins Tuesday, 15 October 13
  42. 42. Central Saint Martins Tuesday, 15 October 13
  43. 43. Central Saint Martins Tuesday, 15 October 13
  44. 44. Amnesty International Tuesday, 15 October 13
  45. 45. PIrelli Fletcher, Forbes & Gill Tuesday, 15 October 13
  46. 46. The Day 10am Introduction to workshop + Presentation - Workshop Starts - 10.30am - - 12 noon - - 3.30pm - Tuesday, 15 October 13 Research + Ideas generation Briefly research your brand Write down ideas + associations relating to your selected strapline For your target audience, brand and formats consider appropriate visual approaches including: Materials / mark-making / scale / colour / type / type-image hierarchy Roughs Select your strongest idea and create a series of roughs (at least 10) to successfully visualise your idea Apply your strongest visual across each of the formats, creating at least 4 roughs for each format type Discussion Put up all your work from the day - separating the roughs for your final selected idea and the strongest solutions for each of the formats
  47. 47. The Brief - Select one strapline and a target audience from the provided lists - Develop an idea for your selected strapline + target audience - For your idea create at least 4x roughs for each print format (minimum total: 16 roughs) - Develop each rough, reflecting on which is most and least successful and why Tuesday, 15 October 13
  48. 48. The Lists STRAPLINES AUDIENCE - Think Small (Volkswagen) - Parents of, and children 3 - 5 year olds - There is no substitute (Porsche) - Parents of, and children 5 - 9 years olds - I am what I am (Reebok) - 13 - 18 year olds - Impossible is nothing (Adidas) - 18 - 25 year olds - Make believe (Sony) - 25 - 34 year olds - The miracles of science (DuPont) - 35+ year olds - Challenge everything (EA) - See what we mean (Canon) FORMAT - Share moments. Share life (Kodak) - Billboard on busy road - When there is no tomorrow (FedEx) - Poster on underground tube platform - The greatest tragedy is indifference (Red Cross) - Full-page advert in broadsheet newspaper - Fan the flame (Amnesty International) - Advert on side of double-decker bus - Create. Play. Grow (Lego) - Safe no matter what you make (Play Doh) - Born to fit together (Gap) - Imagine this is you (WWF) Tuesday, 15 October 13

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