BACKROUND.
This project is one of my previous assignment university project with my team, under Creative Art Direction subject in Universiti Pendidikan Sultan Idris.
In this assigment, we are required to produce any commercial TVC video campaign. At the beginning of the project, I was elected to be leader for this project and I as the art director, selecting the "Kain Batik / Batik Fabric" product to produce it be a commercial video campaign.
---------------------------
Title : Batik Pelangi
Big Idea : High Fashion
Tagline : The Classic Luxury
Client : Batik Pelangi
Product : Fashion
Category : Advertising, Art Direction
---------------------------
Take a look what me and my team had done. Enjoy!
BATIK PELANGI CAMPAIGN.
ISSUES.
Millennial women have a thought which is batik cloth is irrelevant to wear and dress in the crowd, and they think this dress is only suitable for home use as a rag and suitable for the elderly.
Objective.
We want to change millennial women's perception of which is batik fabric is not like what they think but, the batik fabric itself will look beautiful and stylish if we are well-dressed on it and also can be very attractive.
BIG IDEA.
High Fashion.
We want to bring this batik fabric to a different level and give a different aesthetic value to the person who wear it.
LOGO RATIONALE .
Name of "Batik Pelangi" is taken in conjunction with the early existence of batik production in Malaysia and in the world. Meanwhile, the name "Batik Pelangi" is not related to the rainbow batik pattern which is also known as "Tye-Die" but only the name of the product.
The logo
The concept "Letterform" is used in this logo which in the logo used consonant of "B" and consonant of "P". "P" consonants are reversed to show elegance on the logo.
COLOURS
Green - The selection of green emerald shows how elegant and serious the product is.
Gold - in accordance with the "Big Idea" used, "High Fashion" shows the use of Golden color which shows the luxury features in the design of this product logo.
CREDIT.
Special Thanks to all who involved in this advertising campaign of Batik Pelangi project.
Lecturer: Dr. Syed Osman B. Syed Yusoff
Ass. Lecturer: Dr. Mohd Hafiz B. Che Othman
Team: Muhammad Arifin Bin Abdul Razak / Mutalib Bin Ba'ee / Tengku Khaz Akram Bin Ku Mohammad Khalib / Nurul Wahida Binti Kamarulzaman / Nur 'Fatin Binti Ibrahim / Monica Binti Luting / Dharshini A/P Gangatharan / Mohamad Zaid Hakimi Bin Hamat
