Leaflet Development

To relate to the parody advert film I created, I wanted the print to hold some humour and I decided to do this by creating a tacky and over the top style but done in a somewhat professional technique.  Even though the cover is pretty simple n sleek, when the leaflet is opened there is a burst of childish colours, stars and random extras (Bookmark and wallet photo).

Starting the Leaflet

I began putting the front cover of my leaflet together using the software Adobe Photoshop. As well as taking the elements of the Matalan leaflet, like personalisation and a tear off section, I liked the look of the title banner. However it starts to look too similar to the Matalan leaflet being a white banner so I will change it into just having white text. 

The way I began making the tear off bookmark, I feel looks boring and needs to be more fun and eye catching, so I’m going to redesign this section again. 

Print Workshop

Using the RAW file taken in the Photography workshop, I was shown and experimented with more in-depth editing, which I then professionally printed the final edited photo on premium semi-gloss paper.

Key Elements I will be taking from the Matalan Leaflet

Matalan Leaflet

I received a Matalan Christmas leaflet in the post as I am a member; this gave me inspiration on the technique and design of the Tecton update.

Screen Print Workshop

I created a screen print cover for the booklet made within the InDesign workshop. We used the process of a photographic stencil.

InDesign Workshop

Using the software Adobe InDesign, I created a small booklet which included images and short texts about Dudley Zoo’s Tectons, mainly the Bear Ravine.

Print Piece

I wanted this part of the project to have a strong connection to the film element, therefore, in the ‘Adopt a Tecton’ advert I stated the adopter would receive a monthly Tecton update; I will now use this as a starting point.

Photography Workshop

We took photos of our plaster cast on a RAW file and then edited them on Photoshop Bridge.

Displaying the Film

This piece would be displayed on a standard TV in a home setting to reflect being it a TV advert shown in-between programmes.

Save the Tecton's Advert

Transitions

Once I placed the video and sounds in the correct place, I had to then think about transitions to use. The most common transition used is ‘Cross Fade’, they also used this within the WWF adverts. I will used this transition for the majority of my film as it looks professional and flows well, it also it fits in with the clique.

Whereas, when showing the adoption pack, to heighten the tackiness and humour, I have chosen some cheesy flip transitions.

Clip of the Special Adoption Pack

I originally filmed the special adoption pack similar to in the ‘Adopt a Polar Bear’ advert, however as these products where the main parody element and what makes ‘WTF’ look like an actual charity they needed to be focused on more, for example, luxurious presentation and shown individually.

Text Within the Video

I looked into the typeface Future.

Future is a geometric sans-serif typeface designed in 1927 by Paul Renner. It is based on geometric shapes that became representative of visual elements of the Bauhaus design style of 1919–1933.

Lubetkins designs are characterized by clear geometric forms; therefor I chose to use this font to relate.

(Futura, Paul Renner, Creative Pro, Website, Viewed 5/11/2012. http://www.creativepro.com/article/the-bauhaus-designer-paul-renner)

Adobe Premiere Pro.

After gathering footage of the bear ravine, I started to put together my video using Adobe Premiere Pro.

I used a local ‘Brummy’ to record the script as I thought I could create some humour with this. However after reviewing the video the voice did not fit or do the job intended, whereas the idea of recording it with a posh ‘BBC’ accent would make it more successful, as it being so professional and serious when the script has humour.

Casting Workshop

As a part of the Co.Lab Project, I created a cast of a curved wall with wooden sticks positioned through the centre of the plaster, this was to represent the curved walkway of the Tecton enclosures and the support structure inside the walls.

Research Workshop

We took a visit to Dudley Archives and was shown different ways to research into past documents about Dudley Zoo and Tectons, such as newspapers, books and architectural drawings.

Special Adoption Pack

Within the adoption pack I will create a certificate, photos and a soft toy for the bear ravine Tecton.
 

Special adoption pack Certificate

I used Adobe Photoshop to create the certificate.

 

Special adoption pack Photos

I have included a picture of Lunetkin himself, a photo of the bear ravine in the 1930s and the architectural drawing of the enclosure. Along with some photos of the structure today, which I took on my visit.

 

Special adoption pack soft toy

Within the WWF adoption pack they give away a soft toy of the animal. As I thought creating a building as a soft toy was going to be hard, I chose to just create a soft toy pillow with an image of Lunetkin on, even though it will took quite tacky and a random gift to receive, this is where the humour will come from.

I created the soft toy using plain cream material, polystyrene balls and photo transfer paper.

 

Logo

I wanted to keep the logo simple, and similar to the WWF logo. I used semi circles to resemble the curvatures of Lubetkins style.

From adapting the WWF name, I called this campaign World Tecton Fund (WTF), but this also has humour in itself being the txt talk of ‘What the fuck’, this fits greatly to trying to create a parody.

 

My Story Board

Using some still images I took when I first visited the zoo, I will create a story board for my video.

I have used the same music used in the WWF advert, as I feel it is a strong piece that creates the emotion of pity and sympathy which is what I want the audience to feel  toward the Tecton buildings.