Week 10 EOC: Action Agenda

•  Ideas: The idea for my ad is for the Kia Soul, and I want the feeling people had from a past movement of music, fun and soul being translated to the youth of today. I want the Kia Soul to be seen as the classic car for the youth of this generation.
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• Brand Identity: The brand is known for economy and quirkiness, with a slight bit of wit. They have created a young and hip vibe. The commercial will convey that identity that Kia has worked hard to create.
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• Media: My chosen form of media is going to be a commercial. I want to draw out 9 storyboards to show how the commercial would play out. I want there to be music playing during it, two different songs in fact.
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• Unity and Variety of Messages: The story will be lighthearted, fun, and a bit silly. It will also tell a story, linking the soulful music and attitudes from the 1970’s into today.
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• Unity and Variety of Design: This ad will have s style that would be able to have a male version, a female version, a kids version, etc. You could go in numerous directions, all while keeping the theme of the past linking up to day, and how different people imagine it.
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• Style: The style will be fun and flirty, done in a hip way. The camera angles and funny twist at the end is a style that is universally appealing, while still maintain a youthful and urban style to it.
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• Brand Experience: The experience you have, following along with the story, and then laughing at the surprise ending is meant to engage. It gives people permission to have fun with a Kia, and to feel that soul, the funk and music from the 70’s, and have it translate into what is cool today, the Kia Soul.

Week 9 EOC: Creative Content (rough)

For my advertising campaign, I plan to design a magazine spread for the Kia Soul. I am going to attempmt to design it using Photoshop, but if I can't figure that out, then I am just going to draw it. I may also do a few storyboards for a commercial. I don't really know how to film a commercial for a car I don't own, and I don't have any close friends or family members I can ask. I could possibly rent it, but it might cost too much money. I will be investogating the cost, and if it is in my budget, I may switch to doing a commercial.

The slogan is, "The spirit of Soul, can you dig it?" I want to focus the theme of the campaign on connecting with the young, urban population by showing how the Kia Soul is a new revamp of an old classic theme. Also, I want to show how soulful and funky the car can be, connecting with the audience through music.

If the ad is done with a drawing, then I will use colored pencils on paper. Digitally, I will use Photoshop. With a commercial, I will draw up storyboards, then film it with my phone, then just put it into iMovie to edit. I have never made a movie before, so I would have to do research in order to figure out how to edit it.

I want to create a 1970's type of theme, but link it to the youth of today, just to show how "soul never goes out of style." I would like to incorporate a music element into it, and have it stylistically look like a retro ad, but advertising a new car.

Week 8 EOC: Typography

Analysis of Project in the Real World

In the real world, I think this advertisement would go over well. It incorporates many elements seen in funny car commercials today, but still has an angle and story that is different from the competition. I think it is a fresh twist on a common theme.

To create something fresh, you need to know what has already been done. You've seen millions of ads in your lifetime and probably know what looks, feels, and sounds stale by now. The ability to deconstruct and categorize ads is a useful skill for those who aspire to do creative work. (107)

The strategy that was used for this advertising campaign could also be stretched to extend to differnet dreams with different people in the car, creating more stories.

An advertising campaign is a series of coordinated ad units, based on an overarching strategy and highly related ideas, connected by look and feel, voice, tone, style, imagery, and tagline, where each individual ad in the campaign also can stand on its own. (195)

The imagery relates to Kia as a brand. They created a car for the younger, urban demographic. The city dweller. Visually, the commercial gets that across.

Any campaign should relate to the brand's visual identity, its look and feel. That does not mean you have to use the brand colors as the main palette. It also does not mean that you just use the brand logo as the main image. It does mean that the kinds of imagery, the qualities and characteristics of the imagery, 198199typefaces, and color palette should be appropriate for the brand or group. If it works, it is deemed on brand. (199)

As always, a designer working with motion must consider concept generation, function, form, aesthetics, meaning, and—ultimately—communication.
Creating concepts and visuals for television commercials, screen-based media can involve narrative or storytelling forms (linear, nonlinear, realistic, abstract, or experimental), sequencing of images and events, composition, and visual and motion variables (characteristics, attributes, or qualities).(220)