Nuffield Health (Fictional) Advertising Campaign
”You are tasked to produce an advertising campaign for the “lifestyle” service / experience selected from the list below. Consider the target audience this campaign is likely to be focussed at, along with the environment in which your publicity material will be seen. Consideration of formats for final production should include some or all of the presence and ambient media.
The success of this brief will rely heavily on sound, accurate research and a solid understanding of your brands position in the market and the ‘tone of voice’ you wish to project to your target audience. The campaign should deliver a clear message on behalf of you client.
You are asked to work thoroughly through the design process, exploring a wide range of ideas and concepts. Its is absolutely imperative that you undertake factual research relating to your service before commencing with idea generation. You will need to identify and evidence existing campaigns using the internet, TV and paper based resource.”
“Review all development work to select and then effectively utilise appropriate media, techniques and processes to generate your final design outcome. Care should be given to ensure that outcomes are produced to an appropriate scale, are fit for purpose and produce, contextualised and presented to high standards of finish.”
These are my final designs...
Obviously, I wanted to showcase these designs in a realistic scenario, so I found mockups on mockupworld.co - this mockup set I felt really did my designs justice, the large portait in particular, giving a realistic aesthetic.
To expand on more than just portrait posters, I took some time to consider other formats of advertising with print such as vehicle vinyl/billboards and bus shelters, which pushed me into creating landscape alternatives of the poster designs. The originals used screenshots from a video piece I was in sync creating, but were cropped obviously because of the dimensions used. These landscape variations showed off the full scenes as you'd seen on TV and allowed for a higher quality image (due to slight pixelation on the portait images)
To match the criteria of "rely heavily on sound" as stated by my brief, I knew it would be well worth created some kind of Television suitable advert. Therefore, I researched into Nuffield's current advertising campaign and decided to look through various video sites to download a collection of stock and motivational montages. I also searched for various copyright free soundtracks and found one I felt was uplifting, didn't take away from the visuals, and timed well with the on screen typography.
Whilst working on the project, I'd shared snippets of my editing process with friends and students. I just so happened to have my own music playing in the background whilst recording, which over powered the audio of my After Effects document. It was suggested I changed the audio to the song I was listening to, so I tested it out with my second piece for the swimming promotional advertisement. It fit pretty good and so I exported the second video using an extended version of 'Radioactive' by Imagine Dragons.
Thanks for viewing.
