At the start of this project, I had been given a brief including what the demographic was for the overall product, who the client was and what they wanted. Canon wanted me to create either an advert or an advertorial aimed at 15-25-year-olds so they could potentially earn brand loyalty from a youthful demographic. The overall theme of the advert was "Journeys" this could be an emotional or literal journey. At first, I was confident that I could reach this goal as I now have some experience with making posters and it's only the one product this time instead of two. The first step I took toward the project was getting to know the client. I learned that Canon is a Japanese company that makes cameras and other electronic appliances and has been going since 1937 and was founded in Tokyo and many other interesting facts about the company. Everything I learned was placed in a power point I made to showcase my knowledge of Canon. This helped me create a better understanding of what the client may want in an advert as I researched previous advertisements they had made and gave an analysis of the examples I found and gave my opinion on what I enjoyed or disliked about them. These adverts were crucial in the pre-production stage as I based a lot of my ideas on the examples as took what I thought were the best attributes of each and put them
As well as researching the client I had to research the audience to know what their understanding was of not only canon but the theme of Journeys. I interviewed some of my classmates in a focus group that involved questions about Canon, journeys and photography as a whole. I didn't feel a need to ask what people's social grades or psycho-graphics were as I had already interviewed people in this age group so I already have knowledge on these subjects.
Pre-Production
The next step I took was the planning of the final product and the logistics of getting the photos needed. The flat plan I created, which is below this paragraph, consists of three photos rather than just the one like the previous project. I made this decision to not only portray a journey within the advert and show off the Canon camera but also to continue to improve my technical ability on Adobe Photoshop. The other aspect of the advert is designed to make it as enticing as possible to the audience. The prominent colour of red is meant to catch the attention and the black borders and text are intended to help the pictures jump out more and show off the question the advert asks. The question itself, "What's Your Journey?", makes the audience think more about what the advert is trying to say and what it is really about.
During the Logistical stage, I made a change to the mise-en-scene of the first photo from a bedroom to the front door of a house as this was easier to take a picture of as I have more room to take a photo. Getting the shooting permission for the locations was a lot easier than I expected but there were things that stopped some of the production like getting a day that the weather was good enough and getting a specific time of day to shoot on but the majority of the logistical element went smooth enough.
Production
For the production, I tried to utilize a single insert shot in all three of the images taken meaning i had to set the focus just right everytime i wanted to take a photo. I also shot the the photos in portrait as I had the flat plan in mind during the production process. It was good to experiment with different types of shots I hadnt really done much with before and I feel more competent with the camera and my photography skills. Some downside to the production was that majority of the photos were shot on the 6th of March which was the deadline so I was rushing around trying to get everything done in time. I the future I think I need to use my time better and not let it come down to the wire even if i feel like i can get it done in time. But after all that, I did a quality check of all the photos and selected these three as the ones I would use during post-production.
Post-Production
Just like the production, post-production was also done on the 6th of March so I had to put my full focus into getting it done and getting feedback on my final product. The overall post-production on photoshop went really well as it was finished within the lesson I started it in and I learned to use new tools in photoshop like the magic wand and gradient tool. There were some things that fustrated me though, for example I wanted the photos to be bigger and take up more space but i couldnt do it without streching the image. This led me to stray away from the original flat plan as I needed to add more to what I thought was now abit of a bland advert so I added pictures of cameras that canon had made to show where canon had started and where the are now in terms of cameras. I thought this was a really good idea as it links back to the theme of journeys. The people I interviewed asking for their opinions on my work again had positives to say except for one suggestion that there could be more text explaining what the cameras are capable of doing. I did agree with this suggestion but I just didnt have the time to implement it and I didnt want to change the design too much.
Overall Evaluation
In Conclusion, I am again quite happy with the way things have turned out but I need to improve on my time keeping skills because I dont want to experience the stress of having it come down to the last day again. Im improving everytime I do a project and Im looking forward to the next project.
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