Unpacking the brief
This assignment is designed to simulate the circumstances where a brand marketing team would require a photographer to be a visualiser of their ideas or make a visually-led contribution at a creative meeting.
The end product is supposed to be a calendar showing two months per page so requiring six images plus a cover shot. The images also need to be suitable for billboard ads.
- Choose a brand that is personally interesting
- Find a brand which creates a calendar already
- A relateable market
- The calendar must be exciting and creative (not revolving around featuring the product)
- Always keep the company’s marketing identity in mind
- If the company has a slogan or strapline that it includes in its images, accommodate that on each page, suitably placed on the image
- Include the company logo
- Print and bind calendar
- Should be A3 sized
Challenges and opportunities
How many companies actually produce calendars anymore? I rarely see one in business except in the paper and printing industries, for obvious reasons. The market seems to be largely made up of celebrity pin-up calendars, pets, hobbies, nature, travel and art. So, I am not going to worry about finding a brand that already produces a calendar – way too restrictive.
The images that I want to make may not seem ‘exciting’ enough to be on someone’s wall for two months. So I shall just aim for images that someone, somewhere within the target demographic may like to have on their wall, at least temporarily. I have always aimed to buy calendars with images I love enough to cut out and keep, sometimes on the walls more permanently.
Presumably, as this is Gesture & Meaning, the images should really incorporate the human form or some allusion to the human condition. This means using strangers in a street style or finding models. Time is against me so I may have to be extra creative here.
The brief states the calendar should be A3 which may create issues when binding. Jesse implied that there is room for manoeuvre with image size for the final output (eg he felt the A4 for assignment three could come across as a little amateur and suggested I go smaller). So I am not going to decide on size or format yet until I have produced some successful test images.
It might be good to add other campaign assets into the mix eg social media tiles, a digital version of the calendar, collateral for web advertisements, data visualisation to illustrate the brand, merchandise (fridge magnets?) etc
Assumed aims of the assignment
- Create exciting and appealing images (seven in total)
- Demonstrate the successful matching of imagery to a brand and its marketing objectives
- Show an understanding of creating images for a specific medium (eg calendar format and outdoor)
- Analyse how the brand is currently using imagery and if it is relevant to the current market and demographic or if there needs to be a shift
- Provide evidence of careful research and analysis of relevant marketing and advertising campaigns to help inform the work
- Choose brand
- Research and analyse
- Develop initial ideas
- Create a Statement of Intent