ASSIGNMENT: AD FOR TEA
THE BRIEF:
An ad for a tea shop with 6 regional brick and mortar shops and a thriving online business. They want to advertise in a few local and regional magazines, and in an in-flight magazine (Delta). They are going to need an image that will fit all of their purposes, BUT you do not have to shoot it differently for each venue. Their art director is confident that she can make the image work for all sorts of configurations.
You need do only one shot (or two if you want to give them a variation). This is a young company and an overworked art director. She will not be there for the shoot, so creatively you are on your own. You have to take her instructions and make a great shot.
Of course, you will share some creative ideas with her before you shoot. The internet allows us to be pretty proactive in sharing ideas.
The creative need will drive the image. We know it has to fit a lot of genres, so a busy and overly propped image may be hard to work within a lot of different configurations and sizes. Let’s keep the image clean and readable at all sizes. When in doubt make small medium large on your screen and take a step or two back. Do they all still ‘read’ to you?
THE PARTICULARS:
- Vertical (portrait)
- Color
- Clean with space for some copy. (Just a small block of text.)
- Copy area should be ‘readable’ – that is type will be easy to decipher with the background.
- Lead right >> (Image to force the viewer to the right)
They do not want a shot of loose tea or close-ups of tea leaves. Hoping for a pot, a cup or two of tea, and an interesting surface or location to bring an air of enchantment to the brand.
SEPTEMBER 2021
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