By Eliza Williams
This e-book takes readers behind the curtain on the planet of advertisements, showcasing 30 phenomenally profitable campaigns from the decade. attention-grabbing not just for pros but additionally for someone who's interested in this artistic process.Technical details on how the advertisements have been constructed is followed via anecdotes from the creatives, administrators and consumers, with bills of the way the advertisements have been made and the issues encountered alongside the way in which. each one crusade is illustrated with imagery exhibiting the phases it went via in improvement - together with sketches and early principles that can were deserted, storyboards, animatics and photographs from shoots, in addition to pictures of the ultimate advertisements. as well as supplying an perception into the operating practices inside of ads, the publication additionally demonstrates how the present interval of fast swap is influencing the talents now required to paintings in the undefined.
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Additional resources for How 30 Great Ads Were Made: From Idea to Campaign
05 04 Storyboards for the commercial show how each shot in the ad was carefully planned. 05 An early sketch by creative Ant Keogh shows the giant face consuming the beer. indd 59 14/07/2011 11:06 06 07-08 06 Photograph taken during a post-production shoot for the ad. 07-08 Part of the crowd was created in CGI, with these ﬁgures later placed within the ad. The development of the CGI people is shown here. 09-10 These images reveal how the crowds of ﬁgures and the landscape were shot separately, and then placed together in post-production.
Each of the ﬁgures has a speciﬁc role in the ad: Chinoinks (pig Chinook helicopters) transport the bottle, while the Capper catapults onto to it, placing the lid on top. The bottle is sealed with a kiss by the Love Puppies and then chilled by the Penguins using pulverized snowmen. ‘The main approach for all the characters was to make sure there was a little salt with the sweet,’ say Mueller and Matulick. ‘We wanted to keep them quirky and edgy but lovable. We really wanted to raise eyebrows with our character design, and make people take a closer look, and be surprised by all the unexpected details.
We wanted to create a world that felt big and cinematic, but still human and emotional. í The creatives explored other options before settling on using animation. Initially they considered a live-action spot, but felt that an animated world would ultimately appeal to a wider audience. Various 02 01-03 The Coke Happiness Factory commercial took viewers into the animated world within a Coca-Cola vending machine. The spot showed a fresh bottle of the ˇzzy brown stuff lovingly prepared for its purchaser by a range of unusual but lovable characters.
How 30 Great Ads Were Made: From Idea to Campaign by Eliza Williams