Finishing Touches
One week left - get everything done!
Showing posts with label Assignments. Show all posts
Showing posts with label Assignments. Show all posts
Thursday, December 30, 2010
Week 7 Assignment
Third Round of Copy and Visual
Work on final assets - photography, illustration, etc. This is the week to polish your rough drafts to get your final look.
Refine key copy lines, and fill in details. Stay ahead of visual so they have what they need.
Work on final assets - photography, illustration, etc. This is the week to polish your rough drafts to get your final look.
Refine key copy lines, and fill in details. Stay ahead of visual so they have what they need.
Week 6 Assignment
Second Round of Copy and Visual
This week is critical for visual - we'll have a guest reviewer at the next class, so your design needs to be far enough along to get useful feedback.
Please revise copy as per feedback from the last review and incorporate into the visual.
This week is critical for visual - we'll have a guest reviewer at the next class, so your design needs to be far enough along to get useful feedback.
Please revise copy as per feedback from the last review and incorporate into the visual.
Monday, November 8, 2010
Week 5 Assignment
First Round of Copy and Visual
This should be your first round of digital visual if you haven't made it there already. Please cover as many of your tactics as possible. You should be using real photography as appropriate, but FPO images are fine at this point.
First draft of copy should be in place in the visual. Assuming you have alternates to your copy choices, pleases bring your notes so we can review.
We'll be doing a copy review next week with a couple folks I've worked with in the past. Please focus on refining the copy over the next couple weeks to get the most out of the review.
This should be your first round of digital visual if you haven't made it there already. Please cover as many of your tactics as possible. You should be using real photography as appropriate, but FPO images are fine at this point.
First draft of copy should be in place in the visual. Assuming you have alternates to your copy choices, pleases bring your notes so we can review.
We'll be doing a copy review next week with a couple folks I've worked with in the past. Please focus on refining the copy over the next couple weeks to get the most out of the review.
Monday, November 1, 2010
Week 4 Assignment
Campaign Map
Draw out a map of your campaign. It should show a platform at the center that people engage with. Map out which touchpoints drive users to interact with the platform, and how the platform reaches out and has a presence on the web (and in the world) that is driven by users, not by advertising spend. This can be pen on paper - I'm not interested in the presentation of the map, I want to see your thinking about how the structure of the campaign will accomplish its objectives.
Sketch Five Tactics
Continue to sketch out the elements of your campaign. Sketches at this stage should still be designed to communicate the choice of tactics, and any key aspects of the design. Feel free to include users in the sketches if that helps explain the experience of interacting with the campaign. Sketches should include a first or second round of copy options for key moments - the product name or tagline for instance, and/or the headline for a key touchpoint.
Plan Design Assets
This is more advice than a deliverable. I don't need to review your plan - it's up to you to make it. You should determine if there are any design assets that are critical to success in describing your campaign, such as photography or video. Consider the end game of your campaign presentation (your portfolio, or an awards show entry presentation) - what will it take to make people understand the campaign? You may not need more than a few still images to represent a video, or a series of online or out-of-home advertisements. Or you may feel that you need to produce something more in depth to get the idea across. Remember that quality beats quantity. If you present this project in an interview or it's reviewed for an award, it shouldn't take more than ten minutes to present it or read through it.
Draw out a map of your campaign. It should show a platform at the center that people engage with. Map out which touchpoints drive users to interact with the platform, and how the platform reaches out and has a presence on the web (and in the world) that is driven by users, not by advertising spend. This can be pen on paper - I'm not interested in the presentation of the map, I want to see your thinking about how the structure of the campaign will accomplish its objectives.
Sketch Five Tactics
Continue to sketch out the elements of your campaign. Sketches at this stage should still be designed to communicate the choice of tactics, and any key aspects of the design. Feel free to include users in the sketches if that helps explain the experience of interacting with the campaign. Sketches should include a first or second round of copy options for key moments - the product name or tagline for instance, and/or the headline for a key touchpoint.
Plan Design Assets
This is more advice than a deliverable. I don't need to review your plan - it's up to you to make it. You should determine if there are any design assets that are critical to success in describing your campaign, such as photography or video. Consider the end game of your campaign presentation (your portfolio, or an awards show entry presentation) - what will it take to make people understand the campaign? You may not need more than a few still images to represent a video, or a series of online or out-of-home advertisements. Or you may feel that you need to produce something more in depth to get the idea across. Remember that quality beats quantity. If you present this project in an interview or it's reviewed for an award, it shouldn't take more than ten minutes to present it or read through it.
Wednesday, October 20, 2010
Week 3 Assignment
Sketch 5 Tactics
Discuss and decide on five tactics, then produce sketches. Most of you already have concepts for key tactics – start with that as your focus. Then extend that core experience to other touchpoints, so you can show what the customer experience would be as they initially learned about your campaign, engaged in the campaign, and eventually bring others into the experience. Those touchpoints don’t need to be complex – they could be as simple as online advertising to get someone’s attention, or showing what your campaign looks like in someone’s Facebook newsfeed after a friend presses “like”. A list of tactic ideas follows this blog post – it’s just a list of ideas to help you think, it should not limit you at all.
Sketches should include copy. They can be on paper, or digital, but they should not be detailed or high quality. Your goal with the sketches is to get the idea across to the group and get feedback – not to be a first draft of a deliverable. They should be well though out, but executed so quickly, that you won’t feel bad changing them completely the following week. If sketches are on paper, please scan or photograph them and upload them so we can all view them on screen. If you have time, it would be ideal to combine all the pages you have into a single PDF so we can review without switching between documents.
Discuss and decide on five tactics, then produce sketches. Most of you already have concepts for key tactics – start with that as your focus. Then extend that core experience to other touchpoints, so you can show what the customer experience would be as they initially learned about your campaign, engaged in the campaign, and eventually bring others into the experience. Those touchpoints don’t need to be complex – they could be as simple as online advertising to get someone’s attention, or showing what your campaign looks like in someone’s Facebook newsfeed after a friend presses “like”. A list of tactic ideas follows this blog post – it’s just a list of ideas to help you think, it should not limit you at all.
Sketches should include copy. They can be on paper, or digital, but they should not be detailed or high quality. Your goal with the sketches is to get the idea across to the group and get feedback – not to be a first draft of a deliverable. They should be well though out, but executed so quickly, that you won’t feel bad changing them completely the following week. If sketches are on paper, please scan or photograph them and upload them so we can all view them on screen. If you have time, it would be ideal to combine all the pages you have into a single PDF so we can review without switching between documents.
Example Tactics
This is a list of ideas for tactics. It's very short, please don't feel limited by it.
- Online Advertising (OLA) takeover - use part or all of the screen over a 3rd party site to provide a brand interaction (of course you can just do cool stuff without a takeover that interrupts customers, that's ok too)
- Game Environment - insert your brand into an existing game space or one you create - for instance customers could earn points toward a reward, or badges for achievement
- Telephony Integration - Use a phone to capture or deliver audio - either to the user or to someone they want to contact
- Webcam - use a webcam to capture video or stills, or to interpret gestures the user is making
- Share functionality - provide a URL to copy and paste, generate an email, or post to social network (facebook, twitter, digg, reddit, etc)
- Events - tons of possibilities: events can range from spontaneous presentations on the street, to planned presentations with invites, to concerts or even arena filling conventions. There are all kinds of digital experiences that can be delivered at an event - from special equipment on-site, to mobile devices, to digital signage.
- Mapping - make it real by showing it on a map in a way users can relate to, find, or follow
- Episodic content - produce content that tells a story over multiple installments. Audio, video, or interactive - anything that provides a reason for multiple interactions with the user and longer term engagement over days, weeks, months or even years.
- Facebook - how do you get into people's newsfeed in a way that makes them look good and their friends like them more?
- Facebook connect - put ties into facebook on other sites - liking or chatting
- Youtube - make video content available and consider going further to make it interactive by letting the user choose their path
- Digital Signage and Billboards - small scale across multiple screens or on a huge screen. Keep the environment in mind - can people stop to interact (via phone, touch screen, or installation) or do they only have a moment in the car to see something. How do you use the capabilities of digital (interactivity, timeliness) to do something more engaging than a traditional billboard
- Game Console Integration - fit your digital experience into an existing game environment - consider both traditional games (more action oriented) and the new wave of casual and family games
- Search - how does your campaign use search? The most simple and direct way, or is there something interesting you can do
Wednesday, October 13, 2010
Week 2 Assignment
Part 1: Write a Brief
Choose one or two of your project options, and write a brief for them. Don't feel locked in to an option yet - we can still discuss and adjust next week. As discussed in class, I've combined the standard McCann brief with the CP+B brief. Please follow the example below.
Part 2: Brainstorm Concepts & Tactics
Brainstorm concepts and tactics with your group. What's your insight about the target audience? How do your tactics take advantage of that insight to motivate and communicate? Your brainstorm can result in the following:
I have invited everyone to Box.net - please create an account and use that to upload your assignment. Make a folder with your name and put your files in there.
You can find the discussion deck from the week 2 class on the box.net account:
http://www.box.net/shared/r68j79tbuo
Brief Outline:
Choose one or two of your project options, and write a brief for them. Don't feel locked in to an option yet - we can still discuss and adjust next week. As discussed in class, I've combined the standard McCann brief with the CP+B brief. Please follow the example below.
Part 2: Brainstorm Concepts & Tactics
Brainstorm concepts and tactics with your group. What's your insight about the target audience? How do your tactics take advantage of that insight to motivate and communicate? Your brainstorm can result in the following:
- Written description
- Mood boards & examples
- Sketches
I have invited everyone to Box.net - please create an account and use that to upload your assignment. Make a folder with your name and put your files in there.
You can find the discussion deck from the week 2 class on the box.net account:
http://www.box.net/shared/r68j79tbuo
Brief Outline:
- Who is our audience?
- Where are we now in the minds of our audience?
- Where are our competitors in the minds of our audience?
- Where do we want to be in the minds of our audience?
- What is the consumer promise?
- What is the supporting evidence?
- What is the tone of voice?
- What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking of the brand?
- What is the psychological, social or cultural tension associated with this idea? What makes our target tense about the idea?
- What is the question we need to answer to complete this assignment?
- What about the brand could help us start a dialogue between the brand and our consumers, among our target and/or within pop culture?
Thursday, October 7, 2010
Resources
ADVERTISING AND CREATIVE
· Adweek, Adage, Creativity
· FWA (Favorite Website Awards)
· MediaBistro.com
· -Agency Spy
· -WebNewser
· IAB www.iab.net
· Ad Freak www.adfreak.com
· Brand Freak www.brandfreak.com
· Media Week www.mediaweek.com
· Ad Forum www.adforum.com
TECHNOLOGY AND INNOVATION
· Mashable
· Techcrunch.com
· Internet.com
· Adobe.com developer area
· Ideo.com
· FrogDesign.com
· Web Site Magazine www.websitemagazine.com
· Social Media Today www.socialmediatoday.com
· What’s Next Blog www.whatsnextblog.com
· Clickz www.clickz.com
RELATED BLOGS
· Seth Godin
· Dan Zarrella
· 37 Signals
· http://www.37signals.com/svn/posts
· Groundswell
· http://blogs.forrester.com/groundswell/
· Gary Vaynerchuk
· www.garyvaynerchuk.com
· Nielsen Wire
· http://blog.nielsen.com/nielsenwire
· Adverblog
· www.adverblog.com
LINKED IN (GROUPS)
Join a few groups on Linked In. Some examples that may interest you:
· Overlap
· Front End of Innovation
· Design research
· Webs standards Design Development
· R/GA
· Flash Coders
· Adobe Flash Group
TWITTER
Tips: Start at “Best to follow” list …and build organically - look at who others you respect are following that’s a great start.
Week 1 Assignment
Part 1: Find five examples of digital campaigns.
Find campaigns that include more than one digital component web, email, social, product-integration, anything. Be ready to show as many of the pieces of each campaign as you can find, and to talk about how it works, or how it doesn't. If you can find an article about the campaign, that would be ideal (See the resources post for sites that might have good articles). Please post the links to the blog.
Part 2: Pick client options
As a group, decide on two or more potential clients (if you're not too sure about your picks, please bring more). Here are the guidelines for picking a client:
- Pick something you know - you won't have a ton of time for research
- Pick something compelling - a client that has an interesting product or offering so you'll have plenty to work with.
- Pick something people know, or that they can easily understand
- Pick something you'd like to have in your portfolio - either at the end of this quarter, or as something to continue working on in another quarter (we'll talk more about this next week)
Please post your options to the blog in order of priority, and indicate which team they're for.
Find campaigns that include more than one digital component web, email, social, product-integration, anything. Be ready to show as many of the pieces of each campaign as you can find, and to talk about how it works, or how it doesn't. If you can find an article about the campaign, that would be ideal (See the resources post for sites that might have good articles). Please post the links to the blog.
Part 2: Pick client options
As a group, decide on two or more potential clients (if you're not too sure about your picks, please bring more). Here are the guidelines for picking a client:
- Pick something you know - you won't have a ton of time for research
- Pick something compelling - a client that has an interesting product or offering so you'll have plenty to work with.
- Pick something people know, or that they can easily understand
- Pick something you'd like to have in your portfolio - either at the end of this quarter, or as something to continue working on in another quarter (we'll talk more about this next week)
Please post your options to the blog in order of priority, and indicate which team they're for.
Teams
I think everyone was clear after our first class, but just to be sure, here are the teams:
Dani, Brit, Alberto
Mariana, Bethany, Maria
Manu, Zorica, Shari
Adrian, Gonzo, Sean
Let me know if you have any concerns about the teams. Also, let me know if I'm saying or spelling your name wrong.
Dani, Brit, Alberto
Mariana, Bethany, Maria
Manu, Zorica, Shari
Adrian, Gonzo, Sean
Let me know if you have any concerns about the teams. Also, let me know if I'm saying or spelling your name wrong.
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