PFD

Here's a Jpeg-ified Version of my PFD for submitting to the client.

I tried to make it look interesting by including lots of pictures and not having too much text. 

The only things I would change is maybe make the title page a bit more in keeping with the style of the actual adverts, and have some mock-ups of the adverts in situ on the Underground. Other than that I'm pleased with how it looks and I think they should be kept engaged until the end!

Print Ads

The print ads are for displaying inside the carriages on the Underground.

I had already used the animation to show how the clipper service can be used for tourists to see and go to London attractions, so these print ads show other benefits of the service that were outlined in the brief and on their website

• Free Wifi
• Guaranteed a seat
• Costa Coffee

This one repeats the message of the motion advert. SEE London.

I think now that 'A better view' would have been slightly better but it's the same message.

Software

To make the water flow into the frame I first used masking, but it was hard to make it smooth, I kept getting corners between the keyframes. After playing around with effects like 'write on' and liquify I found the glue gun effect. With it's settings on default it makes shiny lines that look like they are made of glue like this:

I do quite like this look, but it doesn't fit with the flat landmarks and boat, so I turned off the lighting and made it flat. This way I get the smooth animation of a blob of glue, without the fancy 3D effect.

Clippers

Because my Clipper has to turn round to meander down the Thames, I had to make a series of frames from different angles. I used photos of the boats that I found on the internet to trace in illustrator:

I made it orange, navy blue and white to contrast with the more subtle colours of the buildings and river. The blue and orange are taken from the Thames Clippers logo and their website. 

It's turning is still not that smooth, I'd like to try and make a 3D model of the boat before the competition deadline to get it just right, but it is a lot better than it was when there were only 3 different frames.

A side elevation drawing of Tower Bridge and a 3D model of St Paul's in Google Earth were perfect for tracing in illustrator to get a straight on, flat angle for my landmarks in the animation.

St Paul's is a bit more detailed that the others, but I felt it just didn't look like St Paul's without the pillars and darker dome.

No Thames

After talking to Giles, my new idea for the Thames Clippers campaign is to take the River Thames off of a map of London with major landmarks and stations still visible. Then after a few seconds the river will come in and link it all together. The main idea here is that Londoners can sometimes forget about the Thames being a transport link, and the advert saying 'did you know, theres this really handy transport link that goes right through the centre of London'

The animation will have to be in a graphicy style, and not too close to a satellite map, so that when the Thames eventually comes in it doesn't look like a disaster movie.

I thought about using the very well known tube map and distorting it to make the Thames stand out.

Big Ben

I was going to show an over-complicated tube map to show how much easier and simple the Thames is in comparison, but it cluttered up the design of the animation.

An early layout

This screenshot from Google Earth shows how the O2 and Canary Wharf are so far away from the other landmarks, which are all quite close together near the top of this picture. I had to use some artistic license to fit them all in. 

This was when I decided there weren't enough landmarks and I added the Tate Modern and 1 Canada Sq. (Canary Wharf) but my family said it was better before, and now looking back at it compared with the final one (below) I agree.

The Final layout, showing Houses of Parliament, London Eye, St Paul's Cathedral, Tower Bridge and Millennium Dome/O2 with a very simplified/mutated Thames.

Final Animation

Thames Clippers Brief

I have decided to do the Thames Clippers Brief.

We need to engage with people that live in London, and people that visit London, at the times that they’ll be most receptive to understanding the benefits of river travel. 

 I think the best way to do this is to advertise on the London Underground. I can use the Underground's digital advertising; LCDs, Digital Escalator Panels and Cross Track Projections. I could also do static adverts for the stations without this infrastructure.

Some of the adverts use more than one screen at a time to make a big advert like this car one:


To make a big impact I could use multiple screens to make a kind of virtual tank of water that fills up and empties out on a loop. When the water drains away it could leave behind a slogan like 'A better view' and the Thames Clippers logo. but that doesn't have much to do with the water.

YCN Competition

This project will be entered into the YCN's student award competition.
There is a choice of 17 briefs, all for high profile clients. I will develop ideas for two of them before we go to visit YCN in London in January.
Then I will develop one idea to submit for the deadline in February, and finally enter it into the competition in March.


Thames Clippers

Disney's Anniversary Pop-up Map

Friends style pop up map of london. Would be similar

Shows piers

Shows landmarks

Includes timetable

M&S

Interactive Plan A-windows

Carrier bags shown in window, deplete as people keep taking them. BAD

Good stores/towns will have loads of bags. Competition driven by website and in-store campaigning