The kindle version, it does link to a website at the end the Internet is just slow and insta videos aren’t long enough #digitalpublishing #nationaltrust #dps
National trust digital magazine up and running on iPad/iphone/kindle now! Working on my uni work at Conde Nast!
First poster done for the NT, it’s taken it AGESSS much longer I anticipated I knew it would take me a day or two but I think I spent a day just finding all the images! I’ve done it all the wrong way round and that reflects in it’s layout, because I’m rushing to get this project done before I go to London on placement I was shooting and designing the image before I had sorted out tag lines and composition properly and when I came to put the tagline in I had to rejiggle it all about to make it fit and it I don’t think it stands out enough amid the chaos. And the balance is all off as well, as the NT’s logo doesn’t want to sit in the centre of something and tagline does it messes everything up! I’ve just spent too long on this poster I don’t think it’s represents a weeks work (well not a solid week been v. busy with other things too) and I’ve only got a week left to turn this into a full campaign! Fortunately I’ve learn’t a lot of things by doing this and the other posters I will have to do (so the tagline is explained and story fully told) I think I’ll get done a lot faster and once they’re done I’m flying!
I did as you can see make a little video frame to document the work, which I hope gives an insight to amount of time that’s gone into it but ultimately I should have designed for time, because as the end of this if I had 3 posters however long I’ve spent on them isn’t a good project and isn’t a full campaign for the NT. BUTTT I’ve been cutting out animals and staring at this for a week so I’m sick of it, I think once I spend some time away from it I’ll start to like it again, it does have everything I wanted it to have, theres load going on Lee looks how I wanted him to look as a liberated office work on some adventure and I think once I see it against the other posters and I start to use the image on other items I’ll be pleased I put the time in!
So next step was really rushed, I had to do the photo shoot before I had finalised the tag lines and rest of campaign really so I can meet the deadline, so above are my 3 Trustketeers Lee, Tash and Jule’s dressed as office workers, gym go-ers and Julian Tagoe’s and I’ve built the image around Lee which has taken me SO MUCH LONGER than I thought, I knew I was kinda pushing myself with it but I didn’t realise how long it would take me just to get to this stage…but it’s not finished yet it’s at a stage where I can play around with and I’ve tried it out with different type and tag lines…I was sort of really crap way to do it…I kind of needed to see the image to be able to choose the tag lines but then I needed to have the tagline in there to design the image around so the whole things been a learning curve in that respect, but I’ve gone with the adventure…..line, which I think works with the image better but I had taken on bored what has been said about it….I don’t want to shout out adventure and put it in a typeface that makes you thing extreme snowboarding or extreme dirt biking etc so I’ve gone with how I was talking about saying it in this post but toned it down a bit further so you think it describes more of a sense of adventure than an adventurous activity…hope it does anyway because thats it and I’m sticking with it otherwise it will never get done! Image as I say isn’t finished still needs loads doing I was showing it around uni today with different examples of how it currently could be adapted to fit with text in so I think the bottom one most people agreed with so it’s back to work to finish this off.
Right so updates for the NT, so I’m repositioning the brand for a younger audience I’m starting off with the imagery which I felt was really outdated, I decided to create an image of the average guy/girl looking very adventurous and empowered in a natural setting but with a lot of drama like the images above, but I’ve also been looking at Da Vinci and Botticelli (la di dar!) because in their paintings there’s lots going on but have a central figure that everything else draws your attention to.
Another thing we’ve been discussing in the tag lines, I spent a lot of time trying to come up with a set that had a continuity about them. I struggled initially trying to find a set of them from my ‘for days longer than 140 characters’ but then I felt like I would be saying Facebook, twitter etc is rubbish get off them….but then don’t get off them because I’ll be campaigning on a platform as the target audiences uses a lot!! So sound a bit hypocritical! I had a similar problem with saying escape from work, I felt like I was telling people to call in sick or quit there jobs to go for a walk! So I went back to one I wrote down as a placeholder just to show someone how the posters COULD look (see previous posts) but as I looked at it again I started to really like it….because the ‘adventure’ in it could be thought go as a person…as in the adventure inside us all waiting to come out…but it won’t at a desk etc. So I really liked that….We had seminars and Jo pointed out rightly that perhaps it was too stronger word and alienated some of the audience who perhaps would see it as too challenging and came up a mega idea of using ‘average sits at a desk’ no one wants to be average, and it’s almost a very polite threat or warning that if you don’t go to the NT you’re boring! So I started to try out some layouts on a image I’d nicked from the internet, to test type and layouts against a similar style and I was trying out different tag lines but I really needed to create the final image and try it out against that.
Just putting these on here to help with styling, I thought it would be good to look at movies that the audience I’m trying to convince that the NT offers adventure relate to adventure so I’ve picked a few movies I think they would have seen, I’m really looking at the type it’s surprising how many of these movies use serifs, I aways think serif stops the type shouting which is quite nice for these films it sorta works for me - if I use the perfect storm as an example - as I imagine an old fisherman in a pub after a few beers telling a story of sea monsters, near death and waves the size of sky scrapers and he’s shouting all these things as he’s throwing he’s pint around as he gestures then once everyone’s hooked in he hushes down and leans in a little closer and in a softer voice he says ‘it was the perfect storm’ and everyone goes AHH OOHHHH and I think for these posters it works great…I’m not sure for my strap lines I was to say it like that…I want the strap lines to by told by a typeface that walks up to in an office tells you to stand up, points at you and firmly says “adventure doesn’t sit behind a desk” It doesn’t need to shout but it needs to demand your attention and speak to you clearly….which if you look at tin tin that sortaaaa has that feel to it but it sort of says it too nicely like it’s trying to be more friendly with you and say ‘hey how about this…go on an adventure me old pal’. The Tomb Raider one I think if I ignore all the 3D is too fancy and tries to hard and is too different to be able to relate to the audience. Free Willy looks dated now but theres something about it I like, I think because it’s condensed it sort of elevates itself and makes you think it knows what it’s talking about, the arms would need to by higher I think for a modern audience they give a sort of 1920’s vibe that low down.
I’ve also looked at the theme parks, alton towers’ is pretty horrid but works but would for the NT and thorpe parks is quite nice if not a bit sort of generic! Then I’ve looked at a few out door adventure brands like rip curl, they use a whole load of type because they’ve got so many different stories to tell, but I quite like the scripty stuff and I think thats going to be worth trying for the NT sort of gives you a gritty nature feel and definitely will help position the brand away form the softly spoken and structuredness it has now….I’m not sure if it’ll make you think the NT is for something else but worth trying!
I’ve been looking around for styling tonight and I’ve come across these 2 which made me very happy, first thing I noticed was the people in the pictures, which I think makes a huge massssssssive difference in how appealing which one is! Both websites in terms of branding/identity are pretty boring and weak GoApe is better the Oaklands one looks like you’re going to a nursing home! BUTTT what I noticed was the difference in the photography the oak lands uses anoraks, fleeces and those cracking helmet geeky people (may offend some people here, butttt) we’ve all had those mates who go on about how they’ve been canoeing and how cool they are and when they show your pictures of their weekend there dressed like there dads in regatta fleeces zipped up to strangling point and one of those helmets slipping over their face and strapped so hard to the chin it’s holding their face together, so when I saw all the people geared up on that photo it just reminded me of those annoying people….those outfits are not cool they don’t make me want to do whatever it is they’re doing….however when you go over to GoApe’s stuff they’ve even got grandmas and granddads (intact most of their pics are of older people for some reason) and they look like people you wouldn’t mind tagging along with, they’re dressed casual/cool, makes you wanna do it because you don’t have to geek yourself out. I didn’t realise until I saw these 2 sites how much those outfits put me off, so I’m so happy that in my NT stuff everyone is in normal clothes I think that will make a huge difference in positioning the brand away from it’s current image!
I’ve been thinking of how I could do a motion piece for this also…realistically I’ve got just over a week to do an entire campaign and the motion piece I don’t think will be integral to that WELLL that will be my excuse when I run out of time and I don’t do one…but this video has given me a great idea, I’ll going to have all these scenes (which at the moment only exist in my head) all on photoshop all layered nicely etc…I could export them into aftereffects and do something like this for them….it probably doesn’t make much sense now…but when (and if) I do it, it will become clear! Basically though you’ll start off with Liam the boring estate agent, and as it pans out this story unfolds and actually he’s riding a huge deer with antlers and this massive adventure…so your perception of Liam changes completely from the beginning to the end of the piece and at the end you’ll think he’s this crazy adventurer all thanks to the NT!
ONE MASSIVE TUMBLR UPDATE….
I’ve been doing or rather thinking a lot and I need to get it all down, so gonna do a huge post! So I’ve put loads of research up but not much in terms of what I’m doing for the NT. So most importantly I’ve decided through lots of NT research that they need much stronger imagery I think that will help position the brand way away form the autumn leaves and pride and prejudice country houses…I want to sell an adventure not an afternoon scone, so I want the imagery to reflect that so like I’ve explained in a previous post I want days at the NT to look like this! It’s not a concept as such and feels like I’m skipping to the end but it terms of brand repositioning this I feel will give it it’s biggest facelift and really push it away from grannies and cling filmed wrapped jam butties!
However what I want to do is show my audience of busy workers, family mums and dads with dependent children, new home owners pulling out their savings for their first house of upgrading to a better house that they can escape the routine of the busy modern life…that they don’t have to submit to a life where they become their jobs and get stuck to their computers. tv’s an iPads because thats all they think they have time for and can afford and have forgotten what the world has to offer them…I want to show them that they can be and do more….they can be adventurers, explorers and much more exciting people! So for my campaign I want to show ordinary people doing extraordinary things so they can look I think hey that could be me…I could do that…they look like they’re having a gooood time…and most importantly that look like they have a life that’s so much more than mine!
So the concept is show these amazing scenes of the NT with so much action and adventure crammed in, and in the middle of it is Liam the overworked estate agent riding a deer - throwing his paper work behind him whilst he loosens his tie! Liam looks like he goes to work every monday with an exciting story about his weekend, he’s someone people want to know! So it’s the idea like the Beck video shows (below) of the ordinary mixed with the extraordinary.
I think the video paints an interesting picture of escapism and the opposite, getting stuck doing work whilst everyone is having fun (beach seen at the beginning) and vice versa (laying a sun lounger in an office) and it’s a story that I think the audience could relate too…I’m sure we’ve all had those nights we’ve had to stay in and work whilst our mates are ringing up, drunk begging us to come out!
So that’s what I’ve tried to do with some of the early mock ups (although I hadn’t thought this much when I did them) about putting the desk in the foreground of this amazing experience basically showing them that adventure awaits if you just escape work!
This Call of Duty advert does it brilliantly as well and is very much a long the lines of what I think I’ll end up with, it shows the ordinary doing the extraordinary showing us like I want to do that because you can relate to these people as very normal people you can do it too, it empowers you it makes you feel like you can be more if you play this game! But a game doesn’t the great thing about the NT is that if you go there it actually will in terms of exercise and having a real experience not just sitting on a sofa!
So I was toying with the idea of having people ride into an office on deers, badgers etc with trees and grass lining their route through the office….but I couldn’t think of what story was that telling, it sort of empowers the work environment and may confuse the ‘get out there’ message I want to tell…but it would be really eye catching and give you a really strong sense of the ordinary mixed with the extraordinary! But also with this, I reckon I could trip myself up in terms of getting it done, I’d want an office of people dropping files, peering over glasses and I’d have to get loads of models all dressed up for me to do and I’ve got to hand it in a couple of weeks so I reckon it would look rubbish trying to cut corners with that idea! So what I’ve gone with is the opposite show these people at the NT, having an adventure but show them in there work clothes, boring office clothes like the COD advert does. They way people can relate and also think WOW I didn’t know the NT was that fun and could do all those things!
I envision this a big billboard campaign, the audience is 25-40 so they’ll all be travelling to work, by car, bus, train so they’ll see the ads there so I want to start of with 3 posters…I wanted to do a guy, a girl and a young family so I had all my bases covered…but I can’t find a family that can do it in time…so I’ll work with whoever I can collar (HELLO SALFORD UNI TUTURS)!
I’ve spent the last couple of days pacing up and down trying to think of strap lines for these posters, the image is the story but the strap lines help narrate it and I think are important….I’ve come up with loads like ‘FOR A DAY LONGER THAN 140 CHARACTERS’ which is paired with an image of a person dropping their phone and seeing the wonders that are around them when they do…BUTTTTT the people I’m having is creating a consistent narrative…I’m not wanting to say to people quit your job because this is better - because they’ll just be a load of homeless people at Lyme Park, I don’t think I can say ‘get off social media’ or ‘get away from your screens’ either because I’ll want to use those platforms to campaign the NT and to use apps to make the parks more fun (i.e. geotrekking)…I just want to tell people that you have time to be more, your life can still have unexpected excitement around the corner, you can still have adventures and you don’t have to settle for walls and chairs, you don’t have to leave your jobs, you don’t have to throw away your technology - you can do all this AND MORE! And thats the important part it’s about showing people they can be more, so rather than going for strap lines and campaigns about chinning off social media, tech and jobs it’s a campaign to show people that they can still have an adventurous side!
I’ve wrote way loads! And I know if you’re reading this it probably sounds like a tame outcome if it ends up being ‘show off your adventurous side’ or something along those lines but thats the narrative I think fits best for a coherent message, for a modern audience that isn’t going to quit work or bin there iPhones. I think once I put the images together with the narratives I’ll see if I’m right or wrong…
Sorry for the long boring post, but I’ve been talking inside my head for too long with this!
Couple decathlon adverts I like - puts the ordinary into the extraordinary, I like that it gives you the sense that buying one of these bikes isn’t just buying a bike, it’s the beginning of an adventure! I like the garage one, sort of narrates a story that you make your own adventure just by leaving your house…you don’t need to go travelling or drive somewhere miles away you can simply cycle out of your house and your adventure starts then! Think the copy is kind of tame and isn’t that clever…the pirate ship one has more of a sense of adventure but doesn’t have a strength of connection to normality like showing a garage door does!
But this is the concept style I’m working with putting the ordinary into the extraordinary!