Evaluation

At the beginning of Unit 20 we were asked to analyse five media campaigns for how each of them was fit for purpose, how they met technical requirements and asethetical needs. From this i developed an understanding of how avertising campaigns operate and what makes them most desirable to target audieneces.

I chose to Create campaign material for an existing company - The Vintage leather bag company which primarily appeals to 16-24 year old proffessionals, this demographic has a 60/40 split between male and female which means that all material has to be gender neutral to promote more females to purchase the products. Our materials throughout all platforms have maintained the same style what with the reoccurance of fonts, images and hashtags which have been thought of in depth to appeal to both genders and a considerable age range. As made clear by the exisiting material of the company, they are wanting to appeal to an ABC1 demographic with a higher amount of disposable income - we have taken this information and reflected it in the choice of fonts specifically . I chose a modern serif eroded font to connote luxuriousness and its speckled (eroded) effect worked well with the vintage theme. 

As part of the brief , The Vintage Leather bag company wanted us to promote their materials in an 'innovative and stylish way' which i think we aptly responded to this by producing a stop motion animation showing the different styles of bag in use, this animation also offered access to the social media page we also created in an effort to appeal to specifically the younger end of the age range. Should i have had more time to create this piece of the campaign i would have payed more attention to the finer details as in some areas there are continuity problems which wouldnt be expected in an advertisment for a quality product . To improve this i would spend more time analysing frames on Adobe Premiere and edit out any imperfections maticulously, in addition during the photography for the stop motion i would consider shot types and continuity more throughly.

Particularly for the print public domain advertisements, we edited the images so that it was clear of the quality of them, this included close ups of the bags features such as buckles and zips however in the normal print advertisements this is not as obvious due to the low key lighting used with the view to creating a sophisticated look. If i was to reconsider this choice, like the advertisements we studied at the beginning of the unit it would be my main priority to connote the quality of this product by using synergy more ruthlessly and choosing between the crisp, bright look and the darker sophisticated one rather than a mixture of the two as this could be quite confusing for the target audience.

Because of the vast amount of platforms we have distributed the media across i believe we have grasped the entire of the target audience firmly, it is likely that everyone would see a print or tv advertisment, however less likely for them to have access to social media - having this array gives the campaign prominence and less chance to be missed. Should i have time to improve this, i would try to create a cross over between the platforms, say by releasing teaser trailers on the social media page and links to the full video - we have however created this cross over with the print as both the header and display pictures for the campaigns twitter account show material used in print.

Because the majority of the materials were created using Adobe software, it was important to ensure that the completed material is accessible by the client . As part of this all print material was converted to .JPG rather than PSD and when exporting the stop motion from Premiere it was converted so that it was able to be uploaded to websites such as YOUTUBE and Twitter.