Amanda Sue Rope's Lecture for Cardiff Illustration

Workshop

Artwork for a print campaignExploring the effect of target audience and format on visual communication

Cardiff School of Art & DesignY2 Illustration Tuesday 15 October 2013

Tuesday, 15 October 13

The Day

10am Introduction to workshop + Presentation

- Workshop Starts -

10.30am 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

12 noon 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

3.30pm 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


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


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


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)

The Lists


"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


Campaigns


The Economist


The EconomistAMV BBDO London










Museum of ChildhoodAMV BBDO London














HolesGrey New York


SANCCOB


The Guardian


The Guardian


McDonalds’ PotatoesTBWA Shanghai


Amnesty International




FeminismBrave & Jinan Younis


FeminismMother London


FeminismWeiden + Kennedy


FeminismWeiden + Kennedy



Link for NPCC Animation:http://www.creativereview.co.uk/cr-blog/2013/may/ycn-studio-creates-childline-animation-for-abuse-victims


http://www.creativereview.co.uk/cr-blog/2013/may/ycn-studio-creates-childline-animation-for-abuse-victims






NSPCC


NSPCC


Orange


Orange


Orange


Orange


Orange


Central Saint Martins








PIrelliFletcher, Forbes & Gill


The Day

10am Introduction to workshop + Presentation

- Workshop Starts -

10.30am 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

12 noon 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

3.30pm 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


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


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)

The Lists


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Amanda Sue Rope's Lecture for Cardiff Illustration

Education