Comments from Client about Changes

After the crit I had made all of the changes that were mentioned the Neil wanted me to do, and to make sure there was nothing else, I sent the finished product to him to see si he wanted anything else changed.

Here was his response:

Hi Marie,

this looks very good - can you possibly add the website domainwww.pure-thirst.com at the end of the video so anyone who wants more detailhas a signpost (link) where to go?

Thank you again for investing your creative talent into my brand.

Best regards Neil

I then changed what he wanted, and I gave him 2 options about where to put the website link, either 1. below the tag line, or 2. fade everything out and fade in the website afterwards.

Option 1 is probably my preferred choice - if it's being accessed via amobile phone, they can then choose whether to go to the web site for moredetails. Can the site url possibly be a 'hyperlink' for convenience?

I had a look into hyperlinking and I couldn't find anything that allowed me to do it.

In the end, Neil said: Looks great Marie - thank you again.

I have put in our email conversation to demonstrate how I have constantly kept in contact with the client to make sure that everything I was doing was to what he wanted and to what he wanted to say within the brand.

Production Log of Changes

Here is what changes I did for my final submission.

To begin with, I changed the sections that was asked of me to change, so Sue suggested I should make the beginning more appealing and exciting by maybe making the text explode, so I found a way of doing it.

The process on how to do it is called Explosion, which I found in the Effects and Presets search engine, only by beginning to type the word exploding. By do this allowed to get an explosion that what simple and elegant, which then flowed nicely with what I was trying to achieve with this animation.

The middle section I had to speed up, and to do that I simply went back into the After Effects project and moved all of the relevant points closer together, this meant that the actions I had the layers do would be quicker and therefore answer what the client wanted.

Also I was told that the blue cap, when inside of the bottle looking up, looked strange and did not work well with the aesthetics of the piece, I was suggested to keep the top section however just do not include the cap, and once I had done that I could see that it worked better, and people did not get confused about what that thing was. One person even said they thought that was the world.

Another section I tweeked was the light inside the bottle, instead of having it go upwards stright away, I kept it in the first position for a few seconds so that people would wonder where the bubbles were going, and to keep them intrigued and interested in the piece. This also meant that when the camera panned up it wouldn't be stuck at the end doing nothing for a few seconds.

This version here is after I sent the changed one to Neil and he wanted me to add a website at the end of the video so if people want to know more they can go to this particular website.

I had a look into trying to link the website, so that when people viewed the animation on their mobile phones, after scanning the QR code, they could just click on the screen and the link from my video would take them to the website that would then tell them more about the product.


This is my Final Animation, after having a conversation with Neil about all of the things he wanted in this advert, I then wnt back and made a few little tweeks to make the aesthetics of the piece look smoother and more professional, so it is at a standard to what Neil would like.

Comments from Crit

Before I decided to show my animation to Neil, I wanted to make sure that it was completely finished, so that they could see everything that I wanted, witout having to explain what might happen.
Also I wanted to make sure that I only had the changes to make to my animation, instead of finishing it and then changing it.

Here are the comments that Chris and Neil had said:

Potentially strong idea needs careful finessing to work well.
The speed which we move through the layers needs to be faster. Overall piece could be shorter. Perhaps add elegant type to emphasise unique nature of the packaging but without appearing scientific.
Good choice of music.
Add 7 Layers of Protection above the part where the viewer can see all of the layers for the first time.

Final Idea

Here is my final product that I had shown for Neil in the crit session.

Making Text

I wanted to create a text that would fit in with the aesthetics of the animation that I had already created. To do this I used Adobe Illustrator CS5.

The colours on the text I used from the pdf that was sent to us from Neil, I thought using the colours that he had already approved would keep the piece in continuity with the brand.

I chose the silver sort of colour and the light blue for the outline, this is because I want to create a sort of mirror effect and they were the better colours to use.

The way I created the desired effect was by using gradients and transparency, and after experimenting with many different setting I then cam to the comclusion that this was the best and most desired effect that I wanted to use for my animation:

I did this throughout of the animation to show continuity of the piece and to show that everything that way said was relevant and interlinking with the brand.

Creating each section

The programs I have used for this project are

Adobe After Effect CS5

Adobe Photoshop CS5

Adobe Illustrator CS5

I started at the beginning of my piece with the carton on the right-hand side of the screen with the tag line 'Think inside the box' on the left of it.

I chose to start like this because the tag line helped me tell the viewer what they can expect from my animation from the off.

I took photos of the carton t make it look real, however, Neil wanted us to use blue capped carton, and because we had the summer limited edition carton, thye had white caps. I therefore cut out a blue cap from another photo of the carton and superimposed it onto my photo, which worked really well after manipulating it to make the cap fit properly.

I then had to make all of my different layers match the shape of the carton, this is so people can understand that the layers I will be showing are from the packaging. To do this I used photoshop to first select around the appropriate part of the carton, and then after svaing that selection on each of the layers I cut out the selection, this meant that each of the layers were exactly the same shape as the carton.

I then timed each of the layers moving to the music, this would allow my animation to flow better. I wanted each of the layers to come out one by one, as if the packaging was coming apart.

They then disappeared and the carton moved into the centre of the screen, where I some how had to make the carton turn so that it was facing the front.

At first I could think of any way of doing it, until I thought about stop motion animation,

Here are the sequence of photo that I took to make my stop motion animation. I had taken about 18 photos, this is so I can make a seemless turning bottle affect.

I did have one problem though, and that was the white cap on all of the photos, but the way I got round that was by not including the cap in the turning sequence.

Therefore, I made the middle of the carton in the centre, this also meant that there was no confusion into where the camera would be going next.

The next section was the 'going through the layers' section, where the audience will be taken though each of the different layers. I wanted to make this the main part of my sequence and to do that I would have to make it slow, steady and elegant, this is to match the same style of what I have already done.

The way I created the sense of the audience being taken through each of the layers was by zooming into each seperate layer and then fading out, like if the camera was focusing on one layer then the next and so on. That was all done in After Effects using Keyframes.

The hardest section of my piece was the 'inside the bottle' section, where I would have to create a torch like effect that would mimic something like a deep see driver looking at the bottle of the ocean in pitch black, this is because there shouldn't be any light inside of the carton, as it protects the water from light and air.

The way I created the torch effect was by looking into the effect and presets section of After Effects again, to see if there was anything that would help me. And I found exactly what I was looking for, it was called Light 1. To make the rest of the parts seem like they were being lit up by the torch I had to make them all a 3D layer.

Then in Photoshop, I made the bubbles that would float up in front of the torch, this is so the torch has something to follow.

To create a sense of the bubbles being real, I made 6 different ones, where on each of them the shadows were in different places, showing where they were in relation to the light.

Here is what one of the bubbles look like with the shadow moving. I also did this with a right hand shadow as well.

The last thing I needed to do was to make the top of the water, where the light would be reflecting off of it.

To do this I used an effect called Fractual Noise, and the way I got the effect I did was by experimenting with the different settings, I also made it move like what water would do, and that was by using Keypoints again.

Photos for Animation

To begin with I was told that if I was going to make this work I would have to include photos of the different materials that made them look stunning.

So I waited until the sun was shining, so I could use the natural light to get the affect I wanted.

This is a selection of photos that I had taken of plastic to act as the polyethylene within my layers sequence. I narrowed my shots down to 4 to choose from, as each of them would give off a plastic like feel to them.

In the end I chose the bottem left one to use, mainly because of the light reflection in the centre, also out of all of them that one is the one that mostly looks like polyethylene when I zoom in.

I also took photos of the inside of the carton because to make the inside section of my animation I have to make it look like the viewer is actually inside of the carton.

I began with using the bottem left one, as that one is in the centre of the carton, and that is where I will start the inside section.

However, on the photos the colouring wasn't what I wanted, therefore I took it into Photoshop, brought down the satuation, so that there was no colour, and then took up the explosure a bit, so that the whole thing was lighter. I repeated this process with the other photos that I had chosen, so that I could make a seemingly well put together box when I placed it in After Effects.

Lastly I have taken photos of aluminium and cardboard. The way I did the aluminium was by cutting out the centre part of a can and then turning it upside down, so that the silver part was facing upwards, and reflecting the light from the sun.

Even though I have got 2 different shots that look aesthetically pleasing to the eye, for what I want to achieve I ended up chosing the one on the right hand side, mainly because it has got the same black and white essence that I had previously created for the inside of the carton, and by chosing that one I have got a slight continuity throughout my piece.

New Ideas from Crit

Right, I got the impression from the crit that I should come up with an idea that didn't involve any vines, because even though I would understand what I was trying to do, I would have to explain my point and therefore it wouldn't work as a global advert for the brand, if people didn't understand about what I was trying to say.

I therefore went back to the drawing board, and to give me inspiration I decided to look more into the packaging, and why it is so special. I went to http://www.tetrapak.com/Pages/default.aspx to have a look into the way the packaging is made and to discover what the layers are, as Neil had told us how much of each material there is in the package.

Also I wanted to know about the environmental parts of this packaging. So to do a bit a research into what I will be showing. Using the website above I was able to find out about the recycling of the different materials that are used to make the Tetra Pak, for example they recycle the card part of the carton into paper, and then reuse it. With regards to the Aluminium and Polyethelene the website tells the viewer about what happens to it and where, for example:

Aluminium and polyethylene recovered from the repulping process can also be recycled in a variety of ways:

In Italy polyethylene and aluminium are used for the production of a new plastic material, Ecoallene® *, developed by Leccepen company. This is a practical and resistent material, supplied in granules and ready to be used in several applications of plastic moulding industries. Read more at www.ecoallene.com

In Germany polyethylene and aluminium are used as catalysts for cement kilns. The mixture of polymers and aluminium is fed into the kilns as an alternate form of fuel, usually displacing coal. The process of generating energy leaves the aluminium oxidized. Aluminium oxides are also the result of heating bauxite, a necessary constituent of cement manufacturing. This saves on other raw materials.
(http://www.tetrapak.com/environment/recycling_and_recovery/aluminium_and_polyethylene/pages/default.aspx)

I the emailed Neil with 2 other ideas to see what he would think and which one he would prefer:

1. I have made up a storyboard for you to look at.Basically, it begins with a field, the camera will pan down into the earth where the water is, it will then get extracted somehow, and the extracted water will spill out onto the ground, where vines will begin to grow.The vines will keep growing and inter-twining until they begin to make a bowl shape. The water then begins to fill up the bowl, which then means the vines will keep growing, until the vines make a perfect orb shape, they will tighten, so nothing can get in or out of the orb. It will then solidify making the orb on the bottle, then the bottle will fade in, move to the left and these words will appear "Perfectly Pur and Protected".

2. This next idea I have not yet finished my storyboards, but I wanted to ask you what you think before hand.This idea is to show the layers of the bottle and how the water is protected. so it will begin with the bottle the camera will then zoom in on the bottle, then it will enter it and it will show each layer, until it gets to the water, where the viewer will see no impurities just some bubbles, with little light showing what is happening. The camera will then zoom out quickly showing the bottle again, and then the words will appear "Perfectly Pure and Protected".

His response to this was:

Hi Marie,

I just picked up your e-mail - it's been a pretty full on day for me...I've not looked at the storyboard yet as I'm on my mobile, but reading the ideas, they sound great & both have real merit. Ultimately it'll depend on your execution. The strapline certainly works either way and whichever you choose will convey something of Aquapax fundamental integrity.If I had to express a preference, then as the actual spring is over 100 metres below ground, and whichever way you show the earth the water comes from, people may well still make the connection with 'dirty soil' - so for this reason, the package (2nd) option will probably be an easier item (in my mind) to get around without distorting the reality...I can also help you find a suitable graphic on one of TetraPak's websites (I've seen it before but not sure where) which show the different layers for you.I'll be in my office in the morning & look at this straight away. I'll then text you to ensure you're available to speak before trying one of your numbers.Sorry I can't do it before the morning.

Regards Neil

He also phoned me to make sure I understood his email, where basically he was guiding me towards the second idea, because as he said simple is better, and so I decided to go with the second idea and work on that one to make my final piece.

He then sent me a link that explained each of the layers, which then helped me with what I was trying to do: http://www.tetrapakrecycling.co.uk/tp_structure.asp

This really helped me because I had the actual layers at which the packaging is made out of, I therefore had to take my own photos of each of the materials, the materials being:

• Paperboard


• Aluminium


• Polyethelene

Testing Concept 2

This is what I created using Adobe After Effects to demonstrate how I will make the vines grow, when I make my piece.

Testing Concept

Here I have got what I did before the crit session, this is to show what my idea would look like, to give Neil a better idea of what I wanted to create.

















These are the vines from the carton, we all got the artwork and I was able to single out the vines so that I could make them look embossed like wallpaper.

The way that I created them, was to bring them into Photoshop, and I first added a drop shodow to make them look 3 dimentional, I then added an embossed quality and I made the highlights of them the light blue from the packaging and then the shadow was the dark blue from the vines, which was the original colour. I made sure that the light was coming from the bottem right-hand side as that is where I wanted the light to be in my animation.















These are a couple of wallpaper designs that I came up with, however, I don't think they would work as wallpaper because there is no symmetry to them, and wallpaper has to be symmetrical to be able to be fitted properly, and work within a room.
I therefore came up with this design, and the way I did was to first have an initial design, reflect it vertically and then reflect it again horizonitally, and that I how I came up with this.


















Which in the end turned out to be a good idea because it fitted in perfectly with my final idea of the carton being filled and revealed in the centre of the wallpaper.
And this is what it would look like with the carton in the centre.

These are 4 different camera positions of what my idea and concept would look like.

The wallpaper I have created is elegant and luxurious, which answers what I thought Neil would like and would want for his brand.

Crit - Storyboards/Animatics

Before I went into the 'crit' session, I was convinced that I had an idea that would answer the brief perfectly.

However, I did have 4 ideas that I could to choose from, and to make it easier for the client I had to choose one to show. To do this I carefully looked through each one, making judgements on the positives and negatives, and how much it fitted to the brief and what the client wanted.

The first idea I had was to have the birds on the packaging come alive, fly around the bottle and pick out specific things of the bottle, which has a significance to the brand.
The things that I chose were the things that Neil had pointed out in his story of the bottle.
So, the birds would start at the bottom of the bottle and as they work their way up, each of the elements would animate to tell a story of water/brand.

I then had 3 more animations, which are all very similar this is because they are 3 variations of the same theme, which is using the vines as wallpaper to portray a story.

Each of the variations begine the same, when the droplet explodes the vines begin to grow and make wallpaper, and as the camera pans across following the growing vines.

First - the vines then begin to grow into trees, until one is picked out by the camera, and begins to zoom onto it, showing the hearts on the tree (which is on the carton). The camera then zooms into the heart, splashes through and then reveals the carton and the slogan 'There's revolution in the air'.

Second - the vines grow, until 3 birds are found, the camera focuses on the 3 birds (like the 3 ducks), then the birds begin to animate, fly around, and as they fly around the vines get manipulated to begin to make the tree from the carton, the camera then zooms into the tree, showing the rays of light, then quickly zooms out to reveal to carton and the slogan 'There's revolution in the air'.

Third - the vines are like water tubes, and as they clash water builds up, explodes, and then the tree from the carton grows, and that sequence carries on for a short while until the camera focuses on just one, then zooms in on the tree, then onto the heart, and splashes through to finally reveal the carton and slogan 'There's revolution in the air'.

In the end I chose my final idea to show to Neil, however, before I did, I showed them to Chris, and he couldn't understand where the drop suddenly appeared from, so I then had to re-think my plan.

My Final Idea:

To start with the camera will zoom in on an open window, where wind and rain are coming inside. Then as the water drops begin to come together, a drop falls from the window sill, goes down the wall, and then as in lands onto the skirting board the vines begin to grow. The camera follows the vines as they grow up and across, and as the pattern of the wallpaper progresses, it gets to a section where water begins to flow out of the vines, filling up and revealing the carton, then the wallpaper fades out, and the camera zooms out revealing the full carton.

After showing the animatic of this to Neil, these were the comments that I got:

• He couldn't understand why the scene was inside, as the product is from outside.


• Can the vines create something, like the tree from the carton.


• The concept is all wrong for what Neil wanted.


• I seemed to have focused on the vines and not thought about the actual brand.

Using these comments, I had to completely rethink my who advert as this was not as strong as I first thought.

Branding Research

Research into how to convey the Aquapax brand successfully.

From the initial meeting with Neil, we made notes on what he was saying about the brand, and how he wanted it to be portrayed.

Here is what came up from the session:

• Eco Lux


• Dior/Gucci


• Artisan


• Eco awareness


• 'Water of Peace' (What Aquapax means)


• 24 packs per 1 tree


• The water inside doesn't taste of anything


• Positive Brand


• Personal Packaging


• 24 less nitrates than Volvic


• Suitable for new born babies and infants


• 'Best Bottled Water on Earth' 2008


• Clean aesthetic and slick


• Nature Reserve, where the water is from, also the water is extracted from 101m below the surface of the Earth


• "Water is at peace" (below the Earth, so the water is always pure)


• Ph balance is almost neutral


• "Greenwashing" (This is what Neil specifically did not want us to do)


• Make the advert exciting and NOT boring (keep people intrigued and wanting to know more about the brand)


• Square shape good for transporting

Each of these were the most important points from our meeting with Neil, and using all of these points will help me to come up with a brilliant idea.

Branding is something that is hard to do for any company, it is the identity of the company, and the hardest thing is to make a brand memorable, however it can be done as other brands have proven, brands like:

• McDonalds


• Starbucks


• Tesco


• Evian

These brands are all very memorable, mainly due to the branding that the companies have done. The logo of the brand has a lot to do with the way people engage to it, there is a sequence that the brain takes in parts of a logo:

1. Shapes


2. Colour


3. Content

Each of these brands are iconic, and extremely recognisable, thats because of the 3 things that the brain recognises.
Shapes - With Tesco just having text and then shapes seperately under each of the letters, allows the eyes to reading across with ease.

Colour - Using the block and primary colours for the main part of the logo works for the aesthetic, and then the black text below stands out, but works well with the primary colours.

Content - Simplicity works very well with the aesthetic of the logo, and the different styles of font being seperated by the dashed line allows for the 2 fonts to work together, otherwise I think that having 2 different fonts might make the audience confused.


Shape - With the shape of this logo being round, is of course very pleasing for the eye, and means that everything is contained in a nice shell.

Colour - The green is not a primary colour, because there are other colours that have been mixed to make the colour less vibrant, which works for this brand, and the elegant feel of it. Also the black and white works because it draws the eye into the centre and then you notice what is on the outside, which can make this brand more memorable.

Content - The image in the centre of the logo is a woman, showing the elegance of the brand, which the works well with the colours, however to make the brand less feminine, the company have used a block font which will appeal to men, so the brand then appeals to both men and women.


Shape - The rectangle shape with the rounded edges works for the aesthetics of the brand, and keeps everything altogether.

Colour -The red background is strong and contrasts with the yellow 'M', and because of them being primary colours makes the brand eye catching. Lastly, the white text makes the name of the brand stand out from the 2 colours.

Content - The blocky text of the name of the brand works well as the simplicity of the logo and contrasts well with the curviness of the 'M'. The 'm' makes the brand seem quite sophisticated.

Research into Ideas and Concepts

Here I will be looking into different concepts and ideas.

I first began by looking at the physical carton to see what made up the aesthetics of the design.

To make my idea stand out I wanted to use elements that weren't necessarily obvious to everyone, this is so the advertising is subtle, and then you will notice all of the elements when the final carton is revealed at the end.

The type of concept and idea I want to create will have a sense of luxury, whilst using the elements on the carton.

As I was thinking about how I was going to create my idea and concept, Andrew suggested I looked at a few things for inspiration.

First was Jessica Hische, mainly because of the way she creates are work.

Each of these are embossed and look 3 dimensional.

Using these will give me inspiration to create something that has the same elegance and sophistcation as do what her creations have. I love the styling thate Jessica has done especially in the ribbon one, she has really caught the essence of being light and flowy, like what a ribbon would be in the wind.

The 'Type' one is more like what I want to do, a vine effect, except the vine would create something other then text, however, I could really learn something from studying her work because she understands the way certain objects would move or grow, and to create what I want I would have to see how certain things would grow to make it lok affective.

I was also suggested to look at William Morris, especially his wallpaper designs.

These designs are very bold and complicated, which is something I am trying to avoid however, the reason for me looking at them is so I can get an idea into how wallpaper flows, especially when flowers or vines are involved.


I do like this green leaf design, because all of the leaves and vines inter-twine and overlap, which is something that naturally vines and tress would do. I also like the plain white background, because that means the viewers attention stays on the detail of the wallpaper instead of anything in the background.









I was lastly suggested to look at Anaglypta Wallpaper, mainly so that I can make my idea look better and real.













I was looking at the look and feel of the wallpaper, so that when I decide to create something I have got a reference to work from, especially these 2, because t also demonstrate how wallpaper inter-twines and flows throughout the design.

Therefore, to create something with the same elegance and grace of all of these pieces, I will have to look back onto the carton to see what I can do it with, to make sure that it will work before I begin on any animation. I have also got to make sure that the client likes my concept and ideas before starting anything as well.

Research into plastic bottles

'According to a 2001 report of the World Wide Fund for Nature (WWF), roughly 1.5 million tons of plastic are expended in the bottling of 89 billion liters of water each year.' (http://www.allaboutwater.org/environment.html) This shows just how big the bottled water industry is, and how much plastic is used for this industry.

There have been rumers about plastic bottles being bad for people health, especially when they have been refilled, freezed, microwaved or left in a car.

What do the claims about plastics involve?

A group of hoax emails have been doing the rounds for a few years warning about the so-called dangers of plastic bottles, containers and films. The emails generally warn people about one or more of the following:

freezing water in plastic bottles
reusing plastic water bottles
leaving plastic bottles in cars
microwaving food in plastic containers or covered with plastic films

However, there is no convincing scientific evidence to back up these claims or to suggest that any of these products could cause cancer.

Where do the claims come from?
A health scare began in 2002 when a scientist voiced concerns about the safety of freezing water in plastic bottles on a Japanese television programme. This same programme also warned against microwaving food in plastic containers. The scientist’s opinions subsequently appeared widely on the Internet.

The emails claim that reusing, heating or freezing water bottles releases cancer-causing chemicals called dioxins. Some also mention a chemical called DEHA, a chemical found in plastics that the emails claim could potentially cause cancer.

Some of these emails credit the warnings about plastics to Johns Hopkins University in America, but the university denies any involvement. On their website, they say:

“The Internet is flooded with messages warning against freezing water in plastic bottles or cooking with plastics in the microwave oven. These messages, frequently titled “Johns Hopkins Cancer News” or “Johns Hopkins Cancer Update,” are falsely attributed to Johns Hopkins and we do not endorse their content.”

Other versions of the emails say that the claims are endorsed by the Walter Reed Army Medical Center. Again, this is not true.

Is there any truth in the claims?
There is no convincing scientific evidence to substantiate these health warnings against plastics. In the UK, there is legislation in place to ensure that all materials that come into contact with food, such as containers for pre-packed food, are thoroughly tested before they can be used. (http://info.cancerresearchuk.org/healthyliving/cancercontroversies/Plasticbottles/ This is where I found this information to back up what I have already said).

However, just because reusing plastic bottles does not cause any harm to the people drinking out of them, doesn't mean it doesn't diminish the taste of the water.

'Unfortunately, reusing plastic bottles further compromises the quality of the water, due to the fact that more and more phthalate leaches its way into the water as the bottle gets older.'

Phthalate is a colorless liquid that has a bitter, disagreeable taste. It is a synthetic substance that is commonly used to make plastics more flexible.

Using this information, means I can really think about how revolutionary the Aquapax brand and packaging is, the fact that it is a paper carton, and not a generic plastic bottle. Also, the taste of the water will be a lot better when reusing the Aquapax bottle, as I have also demonstrated.

Research of other water brands

Other brands of bottled water are:

Evian is the main competitor of Aquapax, and Neil stated that he would like the Aquapax brand to be as big as Evian.


This one is a very clever advert because even though it is funny and memorable it still has a message with inside of it, the message being how Evian makes you feel once you have drunk it, you feel young inside, so the concept of this advert is strong and yet because it is so out of the ordinary and will not happen in reality it works as a viral campaign as well.


With this one, it runs with the same theme as the first one, however, this one works better, because even though the message is still the same, this one makes it clearer to what it is. Especially as the creators have used older people with the baby bodies on their t-shirts, demonstrating about the Evian makes you feel young on the inside.
Also again this advert works mainly as a viral campaign, however there is an essence of what the brand is, being young, funky and good for you to drink.

Volvic


With this advert, even though the theme is cute and childish, it sounds like that the water inside the bottle has not been filtered and therefore might be quite bad for you to drink. The creators here have been quite clever about their approach to this by making it seem like the water makes you feel stronger and like you can conquer anything and everything.

Spa


Even though this advert is for sparkling water, I feel that it has a quality that is clever in a way that the creators have made it so that the water has more punchy fizz to it. Again as a brand campaign, this doesn't work because of the brutalness of the advert and the way the story progresses, however as a viral campaign it would work because of the funny, punchy and catchy side of it, it would grab peoples attention.

Buxton


This is a very clever advert, and it maybe a route I might take in my project. I like the way the stroy is told via a raindrop, and it's journey. Beginning from the sky as rain, falling down onto the Earth, soaking into the Earth, and then making it's way down into a cavern of some sort where, I guess the water is then collected by the company to then put into bottles for people to drink.
I also think that the guy at the end, having got a cycling helmet on, saying that he is athletic helps the campaign and what they are trying to say, how that drinking the water is good for you because it has come from the British land, also because a cyclist, ovbiously going to be in great shape, is drinking it the water will be good for you too.
This advert works mainly as a brand campaign because of the aesthetics of the piece and by the way the story flows very gracefully through each of the different sceneries.

Drench


This advert is interesting, in the respect that it has used a well known Thunderbirds character to portray the message about the water. The fact that the character is dancing says to me that drinking the water would give you energy and get you hydrated whilst you are doing any activity. I hope that this is the message otherwise the creators have not put the right message across or successfully.

This advert works better as a viral campaign because of the funny side of it, the fact that people cannot really take it seriously as a branding campaign.

Lastly, this advert portrays a sense of this being an experiment with real scientists, however because of the extreme nature of it, amkes the whole thing quite funny, and it the end has a calm ending to an explosive experiment.

This advert could work as both a viral campaign and a brand campaign, mainly because even though it is funny, it still has a serious side to it, wihc then bring the viewer back to reality about what the brand is trying to portray, which is drinking the water keeps you hydrated with whatever you do.

Aquapax - New Brief

This brief requires us to design and create a piece of work that can be used to promote the brand in a captivating and professional way.

The choices of mediums that we have are:

• Video


• Animation


• Motion Graphics

And to use my strengths I will more likely be using either Animation or Motion Graphics or even a mixture of both.

A brief history of Aquapax:

To begin with the founder and our client is Neil Tomlinson, who is a committed ecologist and activist. His company is called Just Drinking Water Ltd, where the brand of Aquapax was created.

Aquapax is the foremost brand of premium quality 'bottled water'. Aquapax is exceptionally pure natural mineral water (untreated water with a chemically and micro-biologically stable composition at source making it suitable for consumption without any form of filtering) with a naturally low mineral content, a near perfect 7.1pH and an ultra low nitrate content. Aquapax is also suitable for infant consumption.

All this information that we were provided and that can be found on www.justdrinkingwater.com will be very helpful to generate ideas for the piece of creative work that we will be creating.