P1 -Aims and objectives of advertisement
Company- Riot Games
Riot Games, Inc. is an American video game developer, publisher and Esports tournament organizer based in West Los Angeles, California. Riot Games is part of Tencent Holdings Limited. They spent under $100 million on advertising in digital and print in the last year. They invest in premium ad units and advertised on over 250 different Media Properties in the last year across multiple Media formats.
Aims and Objectives - Promote their games such as League of legends and Valorant and expand their Products into other mediums such as with the recent series Arcane , an anime series on Netflix based on two characters in the league of legends universe, they promote their games with cg Animation about a lore of a character .
Target audience: - their target audience are teens and adults with a more adult like art styles instead of a cartoon styles which appeal to kids, their games also have a 82% male audience which means most of their cg trailer they release will have cool characters or have females character for the male fantasy
Key message: the key message of arcane is Duality and everything in the show is based off that idea. The cities, Jinx and Vi's personalities, and even all other relationships.
Approach: The approach they are doing is below the line with a trailer to show clips about the series to give the audience a feel of what the story are
Representation: the picture here represents female empowerment with a face covering half the posters and the main character being a women standing in the middle to show the character links as the size of the characters here shows their dominance.
Campaign: In the cities of Piltover and Zaun, tensions rise as inventors, hooligans, politicians and crime lords grow increasingly fed up with the constraints of a devastated society. With the situation on the verge of being unsustainable, two sisters steal an artefact of immeasurable power called "Hextech".
To celebrate the launch of the series Arcane, Riot Games did an experimental activation that were unveiled in a phased across Paris, London, Madrid, Istanbul, Singarpore and Los Angeles. In phase one, hoardings went up in the six cities, with AR components that allowed passer-by to learn about the unique artefact known as "Hextech". which would ostensibly be housed in the stores upon opening.
In phase two the hoardings come down and the fascia of the stores was revealed, complete with interactive window displays that enable people to use their mobile phones and gesture controls to play games
Choice of Media: Arcane used social media such as YouTube ,twitter and Instagram to promote their show on Netflix as it is free to post stuff on their and since they already have such a large Fan base they don't need to do much further advertising.
Legal and ethical issues: Regards to any Legal and ethical issues for the trailer their isn't really any issues but for my own horror/thriller mover poster i need to consider not showing anything scary in the poster itself as there are a lot of young children that will see my posters and if it gets too scary then it wouldn't be accepted and I cant use any weaponry in my posters because that would give a bad impression to children.
Regulatory bodies: One of the main regulators in the regulation of online advertising is the Committee of Advertising Practice (CAP), which sits alongside the Advertising Standards Authority (ASA); the former is focused on non-broadcast advertising, and the latter on broadcasting.
Horror & thriller themed media products
Here is an variety of Horror poster that i really like or has caught my attention at first glance
M1 Evaluate different cross media advertising campaigns
These are the posters I like the most out of the variety up top
I will draw inspiration from this movie personally because sticking with 1 theme of colours messes with the audience's eye and playing with their senses and their view about my world and how it is different from real life, and if we stick with 1 or 2 colour theme it lets the eye focus on the smaller details as the brain needs to focus on processing more colours and focus more on the posters it self .- M2
P2 Create a plan for a cross media advertising campaign in respond to a client's brief.
This poster will be targeted mainly to younger adults as it is horror after all and a audience younger than that wont be able to understand the plot and they might get scared so targeting a audience older than that would be better.
content wise I wont put anyone in the advert because I want to show an apocalyptic world where the main character are lonely and the only one he can rely is himself, if i put characters in the advert it symbolises there are people who he can trust in this twisted world and that is one weakness he should not have. I want the audience to relate to my protagonist therefore I want them to look at my advertisement and feel a sense of loneliness and this can really bring out the fear of unknown as you don't have anybody to rely on and that is the feelings i wanted to embrace on my audience - M2
P3 Create a pre-production plan for the media components in the planned advertising campaign
A lot of these ideas were inspired by Lovecraftian horror and the reason why I wanted to take inspiration from him and not the other horror authors is because I am fascinated by his world building and his horror aren't just simple Jump scare or scary monsters but he utilises the idea of unknown really well and build a world where we cant even comprehend how the higher power works which if we do we will lose our sanity after realising the truth, Lovecraft has amazing world building because he revolutionised the idea of gods in their nature and go against the idea in religion in which God cared about us and is all good and loving, the Gods which Lovecraft portraits are chaotic selfish and don't have a reason behind their actions, therefore making humanity unable to understand and comprehend as we area species which thinks based on logics and links so when their actions break that links we cant understand it. - M2
this is the horror I want to create because it has a massive world building unlike a lot of the horror which happened in a small place like a house or a hospital, I want the audience to feel this massive world that we live in and fear it as they realise how small they are compared to the universe when they see a world i portrait where god is so different from their imagination. - M2
P4 Create the media components to be used in the planned campaign
These are some pictures I took of my friends Mathew Morris because I was intended to put a character in my poster where is expression are nullify by his surrounding, but then I realised the character I want to build will be the eyes of the audience and so I didn't include anybody and kept only the scenery as it will give a first person perspective, pulling the audience into the world and shocking them with the scene. I also took pictures of the outdoor environment during day time and night time, I took the pictures of the moon because it will be a theme throughout the movie so that is a reason , and I went to the park to take these foggy pictures or these pathway pictures because I think they look eerie.
I like the fogs in my pictures because it gives elements of mystery to it linking back to the fear of unknown that brings out the every fear in people as people imagine things differently.
Risk assessment: I need to consider the influence my horror movie/ poster may have on the younger audience, even though this poster is advertised to a younger audience of 15+ so it will not contain any bad language, or sexual scenery, it still have violence and gore and that can be a bad ide if young audience gets a hold of the content therefore my movie posters cannot have any thing that have gore sex or bad language to it. -M2
M3 Codes and conventions
codes and conventions of horror films:
Jump scares.
Low key lighting.
Flashbacks. Quick,
flashing shots.
Large, family houses.
Dark colour palettes.
Pathetic fallacy.
Young children.
Fogs
My Horror movie will contain low key lighting and pathetic fallacy because my horror movie isn't built on jump scares and fast paste horror, its more about the eerie and unknown fear for the audience to find out and I will use it for my inspiration for future references.
I think I met my codes and conventions I set for my advert because the elements of colour have a dark gradient to give a creepy vibe and I use the colour red to show the idea of alert and how in this new world you have to be cautious and be alert to your surrounding if you want to survive or else you are in danger as the demons can get you anytime. Red also links with the idea of danger, blood and gore, an element of colour most common in horror movies because of its bright and outstanding tone.
Development work with photoshop.
First I find a picture of the eye then I find a red sky with a moon i deleted the original moon and they added in a new moon with those dots on it and merged all the layers so it looks like a blood moon. these are my first ever exploration with the theme of horror to give a stunning scene with abnormality and the idea of breaking the rules to give a shocking scenery .
First I find 2 image then I turn down the opacity of the women after that I cut out the face with feathering and merged the layers together , then I used the stamp tool to clone the eyes.
With this picture Ii purposely edit the face slightly to the left to make it so it looks abnormal and
first import an image then add a layer above it fill it with white space and use an interesting brush and click on the eraser tool and slowly erasing out the white space. I really like this because it covers the expression of the characters giving them a sense of mystery and the white space contrasts the dark background of the original picture giving it a nice balance.
Here is another one i did this one is different from the first one and I choose this picture because this character isn't in the centre this time showing he isn't the main character an is caught in the actions he cannot control and the background is white in the original picture and the white space helps the audience to feel his loneliness as there are nothing in this canvas except him
To make the ice effect we find a bold text fonts then we colour one in light blue and the other in dark blue after that we use the liquify tool to sharpen it.
Here is a Magazine cover I did on InDesign as prep to the advertisement as it helped me a lot on realising on the proportions and scales of objects compared to the background and how different scales symbolises different things just like camera shot types
here is some photoshop work I did with defining text as a brush I did this by first typing out a text then convert the text into a paint brush and select the different colour location and stamped the text on
I did this by first making a 6 columns page and then I placed text with the same font so serif or sans and then I place in the picture accordingly then I made 4 boxes on top and 5 boxes on the bottom then I added the fill with placeholder text in the type area to complete my work
first we find a picture background flag and foreground then we use the liquify tool in the filter section to create the effect i found that matching up the lines with the curve was hard because you cant really see what you are doing when using the liquify tool
next get a text
place the text under the picture
To make this effect make another layer then press ctrl + t to move it and drag the top to the bottom and it will flip the image then right click while with the transform tool and click the skew function and stretch the image
I have been warping text in the lines just like this and we got our text to follow a line
by first making a line then we pressed t for text then we drag the mouse to the line and type.
I have Feathered The images above by First Using the Marquee Tool and then Changed the Pixels on the Feather settings After that I pressed Ctrl+Shift+I to inverse and deleted the outside of the highlighted area and pressed enter and that's how I did it.
This is the creative text work i did
i first find an image and put a text below it, then i pressed alt and clicked between the image layers and the text layers, i like this because the image is fixed to the texts and it isn't showing an image but also a text.
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