D2

D2 Technical and aesthetic properties

In terms of technical and aesthetic properties, I used a variety of things to help create my advertisements.

For the print and web ad, I downloaded 2 free can mock ups found online and heavily edited them to fit the brief. This has ties with a legal issue, copyright, as I need to ensure that any creative content I decide to use is either free, or if I have permission to use it. I used photoshop to change the background and add heavy changes to the ads.

To create the video advertisement, I used an Adobe software called After Effects which is very similar to Premiere Pro but with more complex editing options. I decided to use this software because I wanted to use heavy editing effects to meet the brief and the original plan. Due to the time constraints, I used a slightly less complex program (that was easier to access rather than after effects) called Alight Motion to make a few final edits, such as overlays and some transition effects.

To achieve the VHS effect throughout the promo, I use various effects and overlays. I also used audio effects: These effects include several glitch overlays and a VHS overlay (taken from a free to use YouTube video). I ensured to use these effects and overlays frequently throughout my ad to keep the VHS effect consistent.

To avoid controversy and not to portray anything misleading, I researched the culture I chose to represent thoroughly before creating the ad - In ties with the legal and ethical side, I must ensure that no controversial topics appear in my promo. This included no cultural appropriation, meaning I had to research the culture thoroughly to avoid including anything that may cause offense (for example. sakura trees: I had to ensure that they would not cause any kind of offense to the culture it is representing).

For the print and web ad, I used photoshop to create heavy edits to a free mock up. I decided to use a mock up because of how professional and realistic it looks; after finding a suitable mock up it is easy to edit the Murasaki label over it along with other edits to make the brand recognisable.

One way that I could improve is by using my own photography skills to create the print and web ad so that I could take a picture from exactly what angle (I would have more freedom for what I want the ad to look like, whilst using mock ups and other drink campaigns as inspiration).

I have successfully met the requirements of the client brief as my brand includes the properties that are based on what is mentioned in the client brief: For example, based on how the client brief mentions that various flavours are going to be produced, I decided to make the theme of my campaign follow a colour scheme based on the colours of the fruit flavours that are included, and made the cans alternate colours depending on what flavour is purchased.

Another way I was able to meet the requirements of the client brief was by basing the theme on things that appeal to a generally younger audience. I designed the brand to look rather extravagant by including various kinds of assets and objects to make it look more sophisticated and unique compared to simpler looking brands. I designed the brand this way so that it is more easily recognised by younger people from various kinds of backgrounds.