You will create a poster for Calvin Klein, a fragrance which is non gender specific. Traditionally the product is aimed at the youth (15 – 35) market and is presented against a white background. For the purpose of this brief you will photograph your subject(s) in a studio setting and location of your choice. You will emphasize the non-gender specific nature of the product. The brief requires that you will create a layout template and including an image of the product, a New brand Logo with an image of at least two individuals to emphasize the gender-neutral nature of the brand.
Link file for demographics https://prezi.com/hnijsuasyemr/calvin-klein-one/
Planning…
Create a design layout
Produce a Calvin Klein logo
Photograph the product
Photograph the models
Create a final poster layout
Examples
The composition of these images are similar as they represent the same brand. Both images are portrait and are in black and white, with the same product the focal point of the advertisement. The advertisements show that this particular product is unisex due to the fact that in both of these images, there is both a male and female in the composition with only one bottle of fragrance, showing that it does not hint at the product being for a specific gender, but being suitable for both through the use of there only being one bottle. The advertisement uses neutral colours (mainly black and white) to show that this product is unisex because it does not use colours specific to any gender, such as pink or blue. The product uses the strapline, "a fragrance for a man or a woman" which shows that this specific perfume is unisex. The way in which the models in the composition are standing shows that this product is unisex due to the female model standing in such a way that is associated with masculinity and power, showing that this is a fragrance for anyone that wishes to use it.
Glossary
Lighting Diagram:
Softbox: A softbox diffuses the light into a pleasing soft, even light. When used properly, it reduces harsh shadows. The closer the softbox is to the model or subject, the softer the light appears, emulating window light.
Reflectors: Reflectors are a head shot photographer's best friend. Placing opposite of your main light source creates a great bounce effect for fill light. You can also place a reflector in the subject's lap, or just in front of them at an angle, to soften all of the shadows under the eyes, chin, and to soften sharp features.
Direct Lighting: Sunlight on a clear day is direct light. Light from an on-camera flash can also be direct light. While direct light has many uses, photographers often prefer the softer look of diffused and reflected light. Figure 1.4. Light coming directly from a source to the subject will have dark shadows with a hard, defined edge.
High-key lighting: a style of lighting for film, television, or photography that aims to reduce the lighting ratio present in the scene. This was originally done partly for technological reasons, since early film and television did not deal well with high contrast ratios, but now is used to suggest an upbeat mood.
Studio models: Corey, Kiera
Location models: Corey, Marcie
Summary
What went well?
I feel that putting the studio shoot together and creating the studio advertisement poster as I was able to successfully edit the image and add in the shot of the bottle and my logo into the composition to create a poster that fits with the target audience of 15 to 35. I developed my logo on Photoshop, using different layers and fonts to create a logo for my CK One poster advertisement. I initially created one logo using one of the fonts from Photoshop, but then I decided to improve on the font by creating another logo in another Photoshop file so that I could develop the font I was using. For both logos, I decided to use a sans serif font, as this is usually associated with modernism and minimalism, which appeals to the target audience of people between the ages of 15 and 35.
What do I know that I can improve?
I feel that I could definitely improve on the location shoot poster as there were a few things within the composition that I felt did not fit with the target audience of people ages 15 to 35. The image itself was quite dark but the bottle was quite light, and I feel as though I could either lighten the overall image but or make the image of the bottle darker to fit with the overall style of the image. Additionally to this, I would possibly take further shots on my location shoots as I didn't feel as though I had enough images to choose from when it came to choosing the final location shoot.
Layout
How did the layout influence you?
The layout of previous CK One poster advertisements were typically black and white and featured quite neutral colours and backgrounds. The advertisements also featured both men and women within the advertisements as the product is designed to be a unisex product, which means it is suitable for both men and women to wear. This layout influenced me as I aimed to recreate this type of advertisement to fit with the style of the Calvin Klein brand but also to appeal to the target audience (people aged 15 - 35). The layout also usually included a male and a female either together or apart, with the bottle either side of them or in the middle of the poster layout. For the location shoot, I chose to follow the same layout design with a different background and for the background, I chose an urban area with loads of buildings as I felt that this accurately represents the interests of the target audience of people between the ages of 15 and 35.
For the studio shoot, I chose to have my male and female models standing together on the left side of the composition, with the bottle and the logo on the right side of the composition. I decided that the male and female models should be standing in neutral poses with possibly an arm around each other to show that this is a unisex product suitable for both men and women.
For the location shoot, I decided to shoot the image in an urban type area to show the interests of the target audience, which is people from the ages of 15 to 35. I chose somewhere in the middle of buildings, as this creates the atmosphere that I was aiming for. I chose to have the male and female models sitting on a bench in the middle of the composition looking at each other, with the bottle placed in the middle of the composition.
Lighting Diagram
Studio Shoot
Logo Design
How did I develop my font and colour?
I developed my logo on Photoshop, using different layers and fonts to create a logo for my CK One poster advertisement. I initially created one logo using one of the fonts from Photoshop, but then I decided to improve on the font by creating another logo in another Photoshop file so that I could develop the font I was using. For both logos, I decided to use a sans serif font, as this is usually associated with modernism and minimalism, which appeals to the target audience of people between the ages of 15 and 35.
The first font I used was a thin style sans serif font that conveyed minimalism and modernism in a way that would be suitable for the CK One advertisement poster. The colours I initially chose for the first logo was black and grey as I thought that this would fit the style of the poster I was creating. However, I decided to change my font and colour slightly in the next logo that I created. For this logo, I used 'Kozuka Gothic Pro' as my font as I felt that it was minimalist and slightly resembled the font used on other CK One poster advertisements, so would tie in well with the outcome of my own CK One poster, which I wanted to be based loosely around
This logo is the second logo that I designed and is the one I ended up using on both of my advertisements. For this particular font, I chose a slightly bolder font that would stand out a bit better on the posters. I also then added some colour to the poster by adding a layered red 'O' onto the logo to make it stand out further. I think that the adding of the red makes the poster stand out better than if I had used an all monochrome logo and layout design. Although from my research I could see that most of the Calvin Klein advertisements were printed or produced in black and white, I felt as though adding colour would make it more appealing to the target audience.
Tagline
The tagline that I decided on using for both my Calvin Klein studio and location shoots was 'pour vows' which translates from French to 'for all' in English. I decided to use this as my tagline because CK One is a perfume that is suitable for both men and women, and it is not confined to one gender. 'For all' symbolises that the perfume can be worn by everyone. Additionally to this, I decided to translate the statement into French because during my research, I found that a lot of perfume advertisements include french in some way. In order for my advertisement to fit with the target audience and to resemble other perfume advertisements in some way, I decided to use french in my tagline.
Image
These are both my studio shoot and location shoot final advertisement posters.
Studio shoot
Media Language, Edit and Research
The media language of the studio shoot and the location shoot are similar in some ways. One of the ways in which they are similar is that they both have an informal mode of address. The way that the models are dressed creates an informal and casual look for the advertisement which fits well with and appeals to the target audience of people aged 15 to 35. I edited the images, created the logo and transfered the image of the bottle to the composition on Photoshop, where I used the different tools to create both the location and the studio advertisement posters. From the research that I did, I found out that the composition of the Calvin Klein images are similar as they represent the same brand. Both images are portrait and are in black and white, with the same product the focal point of the advertisement. The advertisements show that this particular product is unisex due to the fact that in both of these images, there is both a male and female in the composition with only one bottle of fragrance, showing that it does not hint at the product being for a specific gender, but being suitable for both through the use of there only being one bottle. The advertisement uses neutral colours (mainly black and white) to show that this product is unisex because it does not use colours specific to any gender, such as pink or blue. The product uses the strapline, "a fragrance for a man or a woman" which shows that this specific perfume is unisex. The way in which the models in the composition are standing shows that this product is unisex due to the female model standing in such a way that is associated with masculinity and power, showing that this is a fragrance for anyone that wishes to use it.
Studio models: Corey, Kiera
Location models: Corey, Marcie
Summary
What went well?
I feel that putting the studio shoot together and creating the studio advertisement poster as I was able to successfully edit the image and add in the shot of the bottle and my logo into the composition to create a poster that fits with the target audience of 15 to 35. I developed my logo on Photoshop, using different layers and fonts to create a logo for my CK One poster advertisement. I initially created one logo using one of the fonts from Photoshop, but then I decided to improve on the font by creating another logo in another Photoshop file so that I could develop the font I was using. For both logos, I decided to use a sans serif font, as this is usually associated with modernism and minimalism, which appeals to the target audience of people between the ages of 15 and 35.
What do I know that I can improve?
I feel that I could definitely improve on the location shoot poster as there were a few things within the composition that I felt did not fit with the target audience of people ages 15 to 35. The image itself was quite dark but the bottle was quite light, and I feel as though I could either lighten the overall image but or make the image of the bottle darker to fit with the overall style of the image. Additionally to this, I would possibly take further shots on my location shoots as I didn't feel as though I had enough images to choose from when it came to choosing the final location shoot.
Layout
How did the layout influence you?
The layout of previous CK One poster advertisements were typically black and white and featured quite neutral colours and backgrounds. The advertisements also featured both men and women within the advertisements as the product is designed to be a unisex product, which means it is suitable for both men and women to wear. This layout influenced me as I aimed to recreate this type of advertisement to fit with the style of the Calvin Klein brand but also to appeal to the target audience (people aged 15 - 35). The layout also usually included a male and a female either together or apart, with the bottle either side of them or in the middle of the poster layout. For the location shoot, I chose to follow the same layout design with a different background and for the background, I chose an urban area with loads of buildings as I felt that this accurately represents the interests of the target audience of people between the ages of 15 and 35.
For the location shoot, I decided to shoot the image in an urban type area to show the interests of the target audience, which is people from the ages of 15 to 35. I chose somewhere in the middle of buildings, as this creates the atmosphere that I was aiming for. I chose to have the male and female models sitting on a bench in the middle of the composition looking at each other, with the bottle placed in the middle of the composition.Lighting Diagram
Studio Shoot
For my final studio shoot image, I decided to use DSC_6753.JPG and edit in Photoshop to correct any problems in the image and remove any blemishes in the background to make it fit with the typical aesthetic of previous Calvin Klein advertisements.
Location Shoot
For my final location shoot image, I decided to use IMG_2009.JPG and edit in Photoshop to correct any problems in the image and remove any blemishes in the background to make it fit with the typical aesthetic of previous Calvin Klein advertisements.
Bottle Shoot
For my final bottle image, I decided to use DSC_6796.JPG and edit in Photoshop to correct any problems in the image and remove any blemishes in the background to make it fit with the typical aesthetic of previous Calvin Klein advertisements.
How did I develop my font and colour?
I developed my logo on Photoshop, using different layers and fonts to create a logo for my CK One poster advertisement. I initially created one logo using one of the fonts from Photoshop, but then I decided to improve on the font by creating another logo in another Photoshop file so that I could develop the font I was using. For both logos, I decided to use a sans serif font, as this is usually associated with modernism and minimalism, which appeals to the target audience of people between the ages of 15 and 35.
The first font I used was a thin style sans serif font that conveyed minimalism and modernism in a way that would be suitable for the CK One advertisement poster. The colours I initially chose for the first logo was black and grey as I thought that this would fit the style of the poster I was creating. However, I decided to change my font and colour slightly in the next logo that I created. For this logo, I used 'Kozuka Gothic Pro' as my font as I felt that it was minimalist and slightly resembled the font used on other CK One poster advertisements, so would tie in well with the outcome of my own CK One poster, which I wanted to be based loosely around
This logo is the second logo that I designed and is the one I ended up using on both of my advertisements. For this particular font, I chose a slightly bolder font that would stand out a bit better on the posters. I also then added some colour to the poster by adding a layered red 'O' onto the logo to make it stand out further. I think that the adding of the red makes the poster stand out better than if I had used an all monochrome logo and layout design. Although from my research I could see that most of the Calvin Klein advertisements were printed or produced in black and white, I felt as though adding colour would make it more appealing to the target audience. Tagline
The tagline that I decided on using for both my Calvin Klein studio and location shoots was 'pour vows' which translates from French to 'for all' in English. I decided to use this as my tagline because CK One is a perfume that is suitable for both men and women, and it is not confined to one gender. 'For all' symbolises that the perfume can be worn by everyone. Additionally to this, I decided to translate the statement into French because during my research, I found that a lot of perfume advertisements include french in some way. In order for my advertisement to fit with the target audience and to resemble other perfume advertisements in some way, I decided to use french in my tagline.
Image
These are both my studio shoot and location shoot final advertisement posters.
Studio shoot
Location shoot
Media Language, Edit and Research
The media language of the studio shoot and the location shoot are similar in some ways. One of the ways in which they are similar is that they both have an informal mode of address. The way that the models are dressed creates an informal and casual look for the advertisement which fits well with and appeals to the target audience of people aged 15 to 35. I edited the images, created the logo and transfered the image of the bottle to the composition on Photoshop, where I used the different tools to create both the location and the studio advertisement posters. From the research that I did, I found out that the composition of the Calvin Klein images are similar as they represent the same brand. Both images are portrait and are in black and white, with the same product the focal point of the advertisement. The advertisements show that this particular product is unisex due to the fact that in both of these images, there is both a male and female in the composition with only one bottle of fragrance, showing that it does not hint at the product being for a specific gender, but being suitable for both through the use of there only being one bottle. The advertisement uses neutral colours (mainly black and white) to show that this product is unisex because it does not use colours specific to any gender, such as pink or blue. The product uses the strapline, "a fragrance for a man or a woman" which shows that this specific perfume is unisex. The way in which the models in the composition are standing shows that this product is unisex due to the female model standing in such a way that is associated with masculinity and power, showing that this is a fragrance for anyone that wishes to use it.
MB:1 There is a good level of evaluation in the set assignment and a good level of understanding of how you might improve on your work. There is a need for you to address the following future work you must:-
ReplyDeleteshow evidence of image editing
include the bleed lines within the layouts
provide a more detailed analysis of the media language within the research and within the analysis of your final image
ensure that there is more detailed consideration of layout
consider in more detail the media language that suits the brand and the needs of your audience, in what way can you realise these audience's needs within the advert through body language, lighting, choice of location, etc.