Developing Ideas

I have been thinking about how I want my sting to look and come across, and I would very much like it to be predominantly hand made. I have decided that I want the word 'ARTS' to appear either from the beginning, or just a few seconds in. I would also like my colour palette to be just like my mood/colour board.

I have made these particular choices because I feel that this is what the Brand wound want to see and use for their channel.

In response to these thoughts, I have developed some of my ideas, these are in my sketchbook.

Canon Pixma Advert

I was shown this advert for Canon Pixma Printers in one of the Workshops. I must say, I am absolutely fascinated with it.

I love the way the colours are so bright and beautiful. It is so simple yet so complex. Truly a work of art.

No to Traditional

I have decided not to go down the route of traditional animation for two reasons. A previous entrant has done a very similar style sting, too similar for comfort. And the second reason is that I feel that perhaps the Brand would like something a little more exciting.

Traditional Animation

I decided to look into traditional Animation methods, as I think this is something which could relate to the Brand, and a route which I may take.


Zoetropes

The modern Zoetrope was created by William George Homer.

A Zoetrope is a device that produces illusion, created by the rapid succession of a series of static pictures. These pictures are each different, progressing through the stages of movement.

The Zoetrope is made from a cylindrical shape with vertical slits around the edge, placed an equal distance apart from one another.
Inside the cylinder, sitting below the slits, is the series of images or frames that form the particular action or movement.

The viewer looks through the slits, inside of the cylinder, and sees through to the opposite side, as the diagram shows.


Phenakistoscope


Created in 1832 by Joseph Plateau.

It is made from a disc fixed to a handle, so that it can be allowed to spin freely.

The disc has a series of images drawn around the outside, and these show the graduation of some kind of movement. These images are each separated by slots.

It works by being held up to a mirror and spun. The images are then viewed in the mirror through the slots, which creates the illusion of movement.



Thaumatrope


The first modern Thaumatrope was made in 1825.

It is essentially a disc of card with a picture of each side, and with string attached to both sides of the disc.

More often than not, the pictures are of a bird on one side, and a cage on the other. Although these pictures can actually be anything.

It works by twisting the strings on either side of the disc, creating tension. When the tension is released, it causes the disc to spin so fast that it gives the illusion that the two pictures are appearing together at once.

3D Walls

Although I was not present for the Workshop for the 3D Walls Tutorial, I have tried to do this myself using the source materials provided.

I am pleased with the result, however I did find it quite difficult, and I think that I would struggle to use this technique to create further work unless instructed by another tutorial. 

Further Rotoscoping Work 3

Some more attempts at Rotoscoping.

The ones above and below are the same, only one is time reversed. I think that I actually prefer the time reversed one, below, as it sort of reveals the word ARTS.

Another attempt at Rotoscoping on top of the Nokia Advert.

A screen shot for the previous ARTS Ident Rotoscope attempt.

Further Rotoscoping Work 2

Test 3

Further Rotoscoping work

Following the workshop, I created a few more tests and experiments using the Rotoscoping method. It is definitely one of my favourite techniques.

Test 1

 Test 2

Initial Ideas

I have created a range of initial ideas. I did not think about these ideas in terms of making them, just in terms of the idea itself. This is the way that I prefer to work, as I think that doing this the other way around can often be a hinderance to the ideas process.

I looked at cameras and lighting, dancers, art galleries, books, digital shapes, traditional art materials.

These ideas can be found in my sketchbook of work.

Sky Arts Programmes and Presenters

I have researched the types of programmes that appear on the Sky Arts television listings. I have also looked into the people that present these.

One presenter of a particular programme on the Sky Arts channel is Tim Marlow. He is a writer, broadcaster and art historian. He has written about art and culture for publications such as 'The Times', 'The Guardian' and 'The Independent on Sunday'. He has also presented for BBC Radio 4, and on the BBC World Service Cultural Discussion programme. I found that these are all very similar outlays for the same sort of target audience. For example, the type and age of person that reads 'The Guardian', may well also be the sort of person that listens to BBC Radio 4, as both outlays tend to have the same issues, topics and programmes. He is aged 48.

Another very famous presenter is Paul McCartney, who performs on the Sky Arts channel via concerts and the like. As everyone will know, he is a former member of the Beatles. I feel that this is the older generation's sort of music. He is aged 69.

Another presenter is Johnathon Sacks. He is Chief Rabbi of the United Hebrew Congregations of the Commonwealth. He gives faith lectures on the Sky Arts channel. He is aged 63.


Just from looking at this handful of presenters, it is easy to see why the target audience is an age range of 40+.
Most of the presenters are of this age, and presumably, will have had the same sort of life experiences as each other, experienced the same music etc. I will definitely need to keep this in mind when creating ideas and designs for the Sky Arts ident.

Mood/Colour Board

Following my previous research, I have created a mood and colour board which I think expresses the Brand quite well.

Although they are sophisticated and reserved, they still have that little splash of colour and excitement.

Other Sky Channels

I have looked at other Sky channels and their ident's, to see how they differ.

http://www.youtube.com/watch?v=ifvxTcd22I0
This ident is for Sky Living. It is really unusual and 'messy'. Very 'loud'. It is interesting to see how the different Sky channels differ, and therefore how this reflects their target audience for each channel. 'Party, fun'.

http://www.youtube.com/watch?v=FSXIuoaYS14
This is another advert for Sky Living. I think that both of the adverts have a similar style, and definitely are closely linked. 'Ballsy'. Black and white with a colour splash, but presented in a modern way. Puns. Really out there. 'Cool'.

http://www.youtube.com/watch?v=5ou4IEkSqzM
This is an advert for Sky Sports. The sting is really active and celebratory. It has quite a serious feel, which is reflected in the colours. 'Team spirit'. I think that it really shows the nature of the games. Short clips. Male orientated colours and style.


When looking into the adverts in closer detail, it becomes more obvious that the content/colours/pace of the advert is strongly reflected in the specific audience of the channel.

Other Sky Arts Stings

I have started to look into existing or previous Sky Arts stings, to get more of a feel of what they like and want as a company.

http://www.youtube.com/watch?v=f16u2ogG5W4
This is quite an old sting that Sky used previously. It zooms in on a variety of smaller details which zooms out to the whole word. A lot of the chosen winner/runners up entrants also chose this method, maybe this is a style that Sky like/prefer? Again, colours are not too bright, mainly focused around the typography and brand itself than anything else.

http://www.youtube.com/watch?v=ZdSi7RByYGg
This one starts off very differently, the scene starts off in a shopping centre, fruit is picked up, digital shapes/forms start to fall onto the floor from where the fruit came from. Many many of them, many different colours, I would perhaps think this might be too bold for the intended target audience. The shapes go through the aisles, and start to float upwards and this then slowly reveals the word 'ARTS'. The final scene is good, eye catching.

http://www.youtube.com/watch?v=w0PrAHImufM
This has the exact same feel as the previous ad. Small splashes of colour. They seem very keen on this idea. 'Floating' effect gives quite a calming, soothing contrast to the colours etc. Starts to transform into the word 'ARTS'. It has a really great end scene.

http://www.youtube.com/watch?v=YvTUm-8zQek
This is based around a theatre performance. Strings of colourful ribbon come out from the music. Again, these splashes of colour give lovely close ups. It is calming, relaxing, sophisticated. The word 'ARTS' is transformed from ribbon flowing, a sense of freedom. 'Freedom of the arts'? Flowing around the theatre. Brilliant ad, great end scene. Out of them all, I think that this one is my favourite.

Summary:
From this research, 2 key things have stood out to me, the style and colour of the stings remain very similar. The zooming and close ups are extremely popular in all of the ads, and also, a drop of bright colour is too very popular.

Analysis of Previous Competition Entries

I decided to look at the other entries of the previous competition. Specifically the winning entry and the runner up entries.

This is the winning entry:
http://projects.skycreative.tv/skyartsstings/video.php?video=1

This sting features clapping hands, in a few different colours, mainly pastel. I think this is because they aren't too 'loud' and so they aren't too over bearing. The piece is actually mainly black. It starts off with one pair of hands and then zooms out to reveal more and more hands, and then gradually reveals the word 'ARTS'. It is very simple, but in my opinion, not too exciting. I don't really like it. It is however quite sophisticated, so definitely fits the target audience.


A runner up:
http://projects.skycreative.tv/skyartsstings/video.php?video=5

This sting is filmed, with quite a handmade feel. It shows detailed close ups of the arrangement, then they eventually show the word 'ARTS'. There are lights on fans, and one fan presents one letter. I think that this sting is quite effective, it is quite imaginative. I really like this one, and it suits the target audience well.


Another runner up:
http://projects.skycreative.tv/skyartsstings/video.php?video=3

This shows lots of pencil crayons, with different colours. They are constructed into a rotating ball type structure, which is shaped into each letter. This then collectively reveals the word 'ARTS'. Again this has a very hand made feel. It is similar to the one before, it has small splashes of colour, but is mostly plain. I think this has been carefully considered as to not be too much for the audience.


Another runner up:
http://projects.skycreative.tv/skyartsstings/video.php?video=6

This is a sting with handmade lighting, with certain sections of the lights flashing, and then changing into different colours, but again this is not 'too much'. I think that it has great studio lighting and shadows. Also relevant to the audience.


Runner up:
http://projects.skycreative.tv/skyartsstings/video.php?video=4

Starts off with little metallic looking bubbles of liquid. Real life, hand done. The little bubbles ripple over some sort of liquid surface, but reveals the word 'ARTS' whilst doing so. It uses dark colours. I'm not too sure how this was actually made, but it is very imaginative and works well.


Another runner up:
http://projects.skycreative.tv/skyartsstings/video.php?video=2

This must have taken a long time to construct, and many many takes to get it right. The scissors cut the balloon which sets off a chain reaction of other events, all concentrated around a ball. It then all zooms out to reveal the word 'ARTS' within the whole ensemble. A few splashes of pastel colours, I think this one appears to maybe be a little too young for the intended target audience, but that is just my opinion. And again, it is hand made.


Runner up:
http://projects.skycreative.tv/skyartsstings/video.php?video=7

This has been created totally digitally within a 3d space. The floorboards lift up, the ARTS letters start to come in and form the word, the pictures come in and the floor boards begin to settle again. It doesn't feel too genuine though in my opinion. Perhaps this is because it has been all done digitally? Perhaps it has lost it's sense of 'soul' a little?


Summary:
The fact that the winning entry and most of the runner up entries have created hand made style stings makes me lean towards this sort of direction. Are Sky trying to tell us something? Do they prefer this sort of style for their channels?
Also, as regards to colour, they were all pretty similar, using a relatively small amount of colour. So this is definitely something that I need to take note of.

Rotoscoping Workshop

The final Rotoscoping experiment that I did during the workshop was one which included a Nokia Ad.

It is quite a basic rotoscope but it has made me realise and think about the possibilities of using this method in my work, and helped me to understand it's usefulness.

Rotoscoping Workshop

In todays workshop, I created a few tests using the Rotoscoping method.

This is a screen shot taken whilst I was creating my movie.

This was the first test that I did using the rotoscoping method and I think that it worked quite well. I like the fluidity of it.

This is the second test that I created during the workshop, I think that this one is definitely more interesting, bright and colourful.

Session 4 Reflections

Today's session was primarily about learning and developing new skills on programs such as After Effects and Photoshop.
I found this workshop to be extremely helpful, I learnt a great deal about what these two programs can achieve.
The most interesting thing I learnt in this session (IMO) was the technique of rotoscoping, and how to do this using AE and PS. It is a brilliant technique and looks extremely effective when it is done well. I hope to be able to use this technique in the future.

Channel Identity Research

I have started to look at different channel identities, and how they relate to their own target audiences.

This is an advertisement for BBC Radio 4.
http://www.redbeemedia.com/work/today-programme

- I feel that this is definitely targeted to an older audience.
- The ad uses quite subtle tones and colours, nothing too bright or bold.
- It flows well, not too slowly, but at a steady pace throughout.
- Uses quite a lot of typography, writing some of the words as they are said out loud. I really like this technique, I think that it is very engaging.
- Appears to be somewhat hand drawn, it has an organic feel.
- All of the adverts appear to have a running theme throughout them, part of the channel branding.
- It has a very 'hand made' feel.
- Appears to be primarily aimed at men, although not entirely unsuitable for women, with a target age range of 30+.
- I think that this advert has a similar target audience as the Sky Arts channel, the two could definitely be closely related.


This is an advertisement for Dave.
http://www.redbeemedia.com/work/dave

- The advert is quite outrageous in its style.
- It's themes are very bold and colourful, 'LOUD'.
- It has an extremely unusual content, which I think is intended to shock the viewer.
- Again, I think that this channel is perhaps aimed more at men than women, however I feel that the target age range for this would be much lower, perhaps 20 - 40?
- Often seen are large scale animals, again, I think to provoke the audience.
- 'Out there'


This is an advertisement for BBC Three.
http://www.redbeemedia.com/work/bbc-three

- It is very interesting to see how it differs from the other BBC advert.
- Very 'cartoon' like
- It has a much more laid back and less serious feel about it, which is perhaps reflective of the programme listings.
- The advert features little 'characters' as opposed to realistic human drawings and images.
- Fun, playful.
- It has a 'digital' feel, perhaps reflective of the moves in technology.
- Represents how the target audience feel and work, younger age. As opposed to a more traditional hand drawn advert for an older audience.


This research has helped me to connect the attributes of the branding, to the channel itself, helping me to understand this more with Sky Arts.

Session 3 Reflections

I found this session to be very useful, it was very good to see what other people have done and how they have approached the brief.
I work in quite a methodical way, so research is definitely the first way to go for me.
I cannot possibly start creating ideas and moving imagery until I have done this. I am however going to try to create research in a more visual way as this will help to start off my ideas process.
What was also interesting to see was the different methods that people have chosen to use for their final advert, as the techniques differ so much.