ENTERTAINMENT DESIGN - WEEK 7
19/2/19 & 21/2/19 (Week 7)
Ashila Putri Sandi (0332938)
Entertainment Design
Assignment 1 Submission & Assignment 2 Progression
The second one was Absolut, an alcohol brand which used a tagline "Transform Today". Absolut Vodka's launched global campaign offers new creative and media twists on its well-established strategy of linking the brand with art and contemporary culture. The campaign, dubbed "Transform Today," is the first from Absolut's new creative agency, Sid Lee. It spans television, online advertising, social media, events, and print. The creative features four young artists who are, in Absolut's words, "daring spirits with a dedication to continuously transform the possibilities of personal expression." Their targeted audience was millennials, thus they were using influencer who tells their story so that it could engage the people and make them relate to the story.
The third one was a brand activation of a movie, The Dark Knight (Batman). The viral campaign for The Dark Knight harnessed the enormous passions of Batman fans to create an unprecedented level of buzz and anticipation. In the 15 months leading up to the movie’s release, over 11 million unique participants in over 70 countries joined in the transmedia experience. We gave fans the chance to directly involve themselves in the world of Gotham -- from helping Harvey Dent become District Attorney to serving as henchmen in the Joker’s army to joining “Citizens for Batman.” Moreover, the campaign spilled over into the real world as fans called phone numbers written in the sky, found phones the Joker left for them inside birthday cakes and helped project the Batman signal on buildings in New York City and Chicago. It was a landmark campaign that expanded the possibilities for immersive entertainment and movie marketing. The Dark Knight campaign lasted over a year. Many of the big things that we accomplished began with little things that fans happened to find.
The last one was Smart Car brand activation which was using Facebook as their platform to share the campaign. They used a unique method and emphasize their unique selling point by just sharing button to post about the campaign.
Presentation
Feedback
Mr. Mike commented that our presentation were getting better from the last one. We tended to give more example and explain it ourselves about the sibject matter. However, we did not cover much about game industry and we should have talked about how game industry affected not only the entertainment field but also education, training, and so on. Moreover, for the future interactivity in web design we were presented more about today's technology and we didn't give much example of it.
ASSIGNMENT 1
Submission
Poster
Design Proposal
ASSIGNMENT 2A
On the previous week, Mr. Mike wanted us to do research and case study about a similar game and how they promote their games. Thus, we did some initial research and expanded our ideas before proposing to Mr. Mike.
After we did our research we started to make our Information Architecture (IA) of our microsite and also made wireframes and sitemaps.
After showing to Mr. Mike our idea, he told us to make our IA clearer because we weren't really thinking about what we were going to put on the microsite whether the layout or the content. Mr. Mike asked us to give him the final wireframe layout by the end of that week and finalized the idea. Right after that, Mr. Mike started to explain to us about the brief of Project 2B.
Ashila Putri Sandi (0332938)
Entertainment Design
Assignment 1 Submission & Assignment 2 Progression
LECTURE
On this week Mr. Mike briefly told us about our project 2B and also showed us examples of successful brand activation. The first one was about a shoe brand which's ASICS (Onitsuka). ASICS’ premium sneaker brand Onitsuka Tiger is celebrating its 60th anniversary in 2009 with a global “Cycle of Life” campaign based on the ancient Japanese legend of the Zodiac Race. The centre-piece of the campaign is a breathtaking one metre-long Zodiac Race diorama shaped like a sneaker – “Japan in a sneaker”, which will tour the world and star in the ad campaign. It is also the setting for a 3-minute animation about the legend of the Zodiac race where thirteen animals battle for one of 12 places on the Zodiac calendar. |
| Fig 1.1 Onitsuka "Cycle of Life" Campaign Poster accessed from http://theinspirationroom.com/daily/2009/asics-onitsuka-tiger-in-zodiac-race/ |
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| Fig 1.2 Absolut "Transform Today" Poster accessed from http://www.pdoubleet.com/absolut-transform-today |
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| Fig 1.3 People Joining the Campaign accessed from https://www.firstshowing.net/2008/why-the-dark-knights-viral-marketing-is-absolutely-brilliant/ |
Lecture Notes:
- Prepare about the idea and think out of the box
- Taking the race to the street
- Pulling the crowds and create the hype is important
- Picking the right target audience
PRESENTATION
Presentation 3 (21/2/19)
What is the role and importance of art and design in the games and web development industry? What is the predicted future of interactive and web design?
What is the role and importance of art and design in the games and web development industry? What is the predicted future of interactive and web design?
Research
Presentation
Feedback
Mr. Mike commented that our presentation were getting better from the last one. We tended to give more example and explain it ourselves about the sibject matter. However, we did not cover much about game industry and we should have talked about how game industry affected not only the entertainment field but also education, training, and so on. Moreover, for the future interactivity in web design we were presented more about today's technology and we didn't give much example of it.
ASSIGNMENT 1
Submission
Poster
 |
| Fig 2.1 Final Poster |
Design Proposal
ASSIGNMENT 2A
On the previous week, Mr. Mike wanted us to do research and case study about a similar game and how they promote their games. Thus, we did some initial research and expanded our ideas before proposing to Mr. Mike.
After we did our research we started to make our Information Architecture (IA) of our microsite and also made wireframes and sitemaps.
 |
| Fig 3.1 Sitemap Sketches |
 |
| Fig 3.2 Wireframe Idea Sketch (1) |
 |
| Fig 3.3 Wireframe Idea Sketch (2) |
After showing to Mr. Mike our idea, he told us to make our IA clearer because we weren't really thinking about what we were going to put on the microsite whether the layout or the content. Mr. Mike asked us to give him the final wireframe layout by the end of that week and finalized the idea. Right after that, Mr. Mike started to explain to us about the brief of Project 2B.
ASSIGNMENT 2B
Assignment 2B – Group Project to produce the on-ground activation proposal
The Brief
Produce an on-ground activation proposal in the form of digital comps.
Duration of Assignment
3 Weeks
DEADLINE
Week 7
Description and Requirements
Produce on-ground activation proposal for the event from Assignment 2A. This event should integrate with the microsite design elements, and a host of activation activities that engages the targeted audience.
The purpose of the on-ground activation is to promote the major event from Assignment 2A. A thorough explanation of the strategy on how to promote and engage visitors or audiences is required. Your design solution must be able to execute this strategy effectively.
You are expected to be as original as possible in your design and idea conceptualization.
Submission
The digital comp designs must be submitted in .psd and/or .ai format together with the A4 Design Journal in .pdf format, documenting every design item with informed rationalization of the design aesthetics and functionality. The on-ground activation’s proposal must be visualized with 3D modelled perspectives of the actual site. Multiple prints of these perspectives should be produced to cover all angles. As this is a partial submission, please compile all 2 parts (Assignment 2A and 2B) before submitting officially via the provided upload link.
Please submit all works, uploaded to a provided submission link consisting of the Project Proposal for all 2 assignments namely Assignment 2A and 2B in .pdf format; along with the presentation slides. Please label the submission clearly by identifying all the members in your group.
PROGRESS
For the progression of this project, we began to start with our brand activation timeline. We weren't really sure about what were we going to do, but we listed down the possible ideas.
| Fig 4.1 Timeline Ideas |
REFLECTION
Experience
This week I learned more about brand activation and marketing in entertainment industry and how visual design really impact the process. Moreover, there are a lot of strategies that we can learn from the example that Mr. Mike provided as an example from the lecture session.
Observation
I observed that it is crucial for us to prepare our IA and sketches properly when we want to make a microsite. It is the foundation for us to expand our idea and ofcourse to create the content of our microsite so it could provide an effective information.
Findings
There are a lo of things that need to be considered when we want to promote a brand. As a visual communicators, we need to think not only about the visual matter but also the strategy behind it. We need to think out of the box, bring fresh concept and ideas, and work professionally with whoever
it is.
This week I learned more about brand activation and marketing in entertainment industry and how visual design really impact the process. Moreover, there are a lot of strategies that we can learn from the example that Mr. Mike provided as an example from the lecture session.
Observation
I observed that it is crucial for us to prepare our IA and sketches properly when we want to make a microsite. It is the foundation for us to expand our idea and ofcourse to create the content of our microsite so it could provide an effective information.
Findings
There are a lo of things that need to be considered when we want to promote a brand. As a visual communicators, we need to think not only about the visual matter but also the strategy behind it. We need to think out of the box, bring fresh concept and ideas, and work professionally with whoever
it is.
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