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After landing a client, the designer's first chore is to communicate and develop the initial idea, whether it's a storyboard for a film or ad, or a multifaceted marketing campaign for a product or service. Learn how to transform a client's request into a presentable concept in this course. Craig Smallish walks through the development process for various creative scenarios, from assessing the client and the scope of the job to free-associating and sketching your ideas. Learn to create descriptive copy to accompany your visuals and create iteration after iteration of your design. Finally, Craig shows how to choose your strongest idea through a process of refinement.
With the revised ad sketches completed for KinetiCo, now's a great time to review the compositions and style choices we've selected. For both concepts we're leaning away from using illustration and planning on using photography to infuse an air of realism into our stories. For our acoustic electric guitar duo, we're figuring on positioning our camera at eye level for the print ad. If we sketch the scene from eye level, it plants the viewer directly across the campfire, witnessing the event first hand.
It's almost as if the viewer is seated fireside. I have some additional images here to use as visual reference when composing a revised sketch. We'll keep these photo references with the concept sketches and if it ends up as our final selection. We'll use them as our style guide during the photo art direction process. As for our deserted island concept, we've shifted the viewers perspective to that of someone actually inside the rescue helicopter.
In this case, I couldn't find a photo reference online that I was happy with, so I simply used myself as a model for the shot. Now a cell phone works great for that. Using my photos as a reference we can sketch the scene through the open bay door. We see our happy castaway down below comfortable on the beach. The words don't send help clearly spelled out with mini-solar panels. They're daisy chained together. From this vantage point over the shoulder of the rescue personnel.
We drive home the point and had some drama to the scene. As for the photo style, let's suggest some type of official military look. Possibly even a frame style like this to push the emergency rescue theme even more. From here, we'll continue sketching out the remainder of our concept images as they relate to the other media platforms we're targeting. Such as- Internet banner ads, storyboards and more. These samples give a good overview of our two refined concepts.
The process of refining our concepts and sketches is essential as we advance to the final comprehensive sketches or comps that we'll ultimately present to our client.
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