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Demonstrating the approach

From: Developing Ideas and Design Concepts

Video: Demonstrating the approach

As we work toward revising two of our mini solar panel concepts, we'll need to keep in mind what media platforms we're thinking of using to deliver our creative solutions. Of these platforms we've identified that the solar panel campaign will consist of at least a traditional magazine print promotion. Internet banner ads video broadcast component, social media and possibly a gorilla component. Using these media as our framework we'll sketch to determine the perspective style and compositions that work best within these parameters.

Demonstrating the approach

As we work toward revising two of our mini solar panel concepts, we'll need to keep in mind what media platforms we're thinking of using to deliver our creative solutions. Of these platforms we've identified that the solar panel campaign will consist of at least a traditional magazine print promotion. Internet banner ads video broadcast component, social media and possibly a gorilla component. Using these media as our framework we'll sketch to determine the perspective style and compositions that work best within these parameters.

The first concept we'll target here is that guitar duel by the campfire. The revised renderings tend to take a little more time. You can work with whatever drawing tools you're comfortable with. Along with our rough sketches, I've pulled some visual reference from stock photo sites. As we work up the revised sketch for the dueling guitars, that material serves as a good resource to help to visualize the images in our head. And to translate them onto paper. While we aren't going to hang these sketches on a gallery wall, we'll still need to be more accurate than our rough drawings.

Beginning the revised sketch, we'll use a standard print ad format for our compositional framework. As we sketch, we'll work in all the main ingredients. And then think about various ways the ad concept might be displayed. In this full-page format, we've included all the components but let's take a look at how a more unique format can add to our concept. For instance, what if we used a sequential two-page format which lets us unveil our story by having the reader physically turn the page.

Now, on the first page. We'll show the empty campsite during the day. And hardly noticeable, a small cluster of mini solar panels lays off to the side. No fires burning in the pit. Then, turning the page, the reader will see the same scene at night. We can see our fire burning. We've got the guitar duel. It's important to remember that we'll continue fine tuning concepts in the final stage so we don't need to go overboard with exacting detail.

Yet another possibility for our ad layout might be a gate fold reveal in a magazine. Now, the gate fold is a page which folds over inside the magazine. But the reader can open it up usually revealing a surprise. In this case, we could have a scene of the single acoustic guitar player strumming by the fire. And when we open the gate fold we see the second guy with the electric guitar powerpack amp and of course the mini solar panels.

Sketching this through, we also need to envison how various photo or illustration styles can impact the concept. Here I've pulled a range of samples that feature different styles. The selection of techniques that could communicate our concept well and ones we should consider using when, when we work toward a finished design. Since we'll want the viewer to feel they're right there with these two guys, I think using photography seems the obvious choice. I'm imagining a vintage polaroid style shot to give it a little edgier feel.

It's important to consider the range of options so we'll keep the door open for other photo style possibilities. We can see how a revised sketching helps us plan the compositional structures for the various applications of our ad concept. These drawings help establish a solid foundation of for composition, perspective and style choice, before we commit to the final comp versions.

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This video is part of

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Developing Ideas and Design Concepts

34 video lessons · 8479 viewers

Craig Smallish
Author

 
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  1. 8m 45s
    1. Welcome
      1m 12s
    2. The importance of the original idea
      2m 50s
    3. What is concepting?
      2m 4s
    4. Demystifying "the process" in the creative process
      2m 39s
  2. 8m 48s
    1. Working with clients
      4m 14s
    2. Defining the project
      3m 0s
    3. Defining the project obstacles
      1m 34s
  3. 7m 44s
    1. Doing your research
      2m 22s
    2. Avoiding the pitfalls of mediocrity
      3m 28s
    3. What is a concept plan overview?
      1m 54s
  4. 11m 2s
    1. Using storytelling to determine core values
      3m 33s
    2. Using questions to distill the core values
      3m 46s
    3. Determining core values
      3m 43s
  5. 8m 59s
    1. Using the free-association process
      3m 39s
    2. Starting with seed phrases
      2m 55s
    3. Using the power of collaboration to increase ideas
      2m 25s
  6. 9m 48s
    1. Honing your ideas
      4m 20s
    2. Reviewing your descriptive words and sketches to find the best ideas
      2m 29s
    3. Experimenting with your ideas
      2m 59s
  7. 8m 2s
    1. Maintaining a diversity of ideas
      1m 0s
    2. Using search engines to fuel ideas
      4m 50s
    3. The rough concept retrospect
      2m 12s
  8. 9m 48s
    1. Defining the rough sketch
      4m 34s
    2. Visually defining your ideas
      2m 57s
    3. The strength of iteration
      2m 17s
  9. 5m 16s
    1. What is 180-degree thinking?
      2m 46s
    2. Demonstrating the approach
      2m 30s
  10. 9m 29s
    1. Defining the revised sketch
      3m 25s
    2. Demonstrating the approach
      3m 46s
    3. The importance of exploring variation (perspective, media selection, and stylistic approaches)
      2m 18s
  11. 6m 36s
    1. Defining the refined sketch
      2m 23s
    2. Demonstrating the concern for detail
      4m 13s
  12. 5m 3s
    1. Revealing the final concept "comp" solution
      3m 19s
    2. Reflecting on the process path
      1m 44s

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