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Max Woolfenden Apple Ad Brief

Developing Idea

Brainstorming

Analysis of Ideas

Idea 1: My first idea is an advert to promote an iPhone created by Apple. This advert would
heavily follow this known and distinctive visual style that Apple has already established.

Idea 2: My second idea this to create a music video around the Lil Uzi Vert song XO Tour
Lif3. This music video would be created around the lyrics of the song and would take a
creative direction from it.
Max Woolfenden Apple Ad Brief

Justification of idea:

I decided to make an advert, based on the feedback given to me, for my final major project.
Most people who answered the survey chose the Ad to be continued and thought that it
would suit my skillset. I also agree that this idea had more strong aspects to the idea and
would guarantee more success than the music video. From the responses I received,
everyone didnt change the idea but guided me in a route to have a more successful advert.
For example, Make sure the advert look professional and make sure the advert has
colour and not dark like the Samsung advert. I also got reasons why they chose one idea
over the other, The advert seems more suited to the timeframe given and The advert
seems like it would be more successful. With this advice and reassurance, I am now
confident that I can make a successful advert for a global company.

Development

Mood Board

Mock Up

Feedback from Idea

In my final major project, I will be creating an Apple iPhone Advert based on the art style
established by already existing Apple adverts, I am doing this because for an ad campaign
keeping the same art style will make it recognisable. I will be using the instrumental version
of Lil Uzi Verts song XO Tour Lif3. I chose this due to the mainstream music that is listened
to today and would hit well with a younger audience yet still be stylized to get appreciated
by the older generation. I will show sweeping close-ups of the lit-up iPhone with many
Max Woolfenden Apple Ad Brief

match cuts to show off the operating system and applications. Everything will be synced to
the beat of the song and will be slightly designed around it.

From the results of the survey that I sent out to understand if the idea is viable and if it
could be improved, I have found out unanimously that the idea is good and nothing should
be improved. This gives me great confidence that Im on the right track but if I had to do this
survey again, I would try to find people that do want to change something and try to cater
to everyones need when possible yet sticking to the design at hand.

Research

Target Audience

As Apple is already and established and large company, I will need to follow. As the market
for Apple products has been around for a while, I will need to market with the objective to
grow the market but also marketing new products to existing customers.

Apples audience that they are targeting is 20-45 year olds, this does not include exceptions
such as teenagers and anyone above 45. This doesnt mean that they arent targeted but
they arent focused upon as much in the advertisements that Apple play. One reason to
back this up is that Apple has a strong marketing campaign to students, using many offers to
students to purchase the products. This has worked well as many people who buy Apple
products are students.

Audience Figures

The Department for Culture, Media and Sport (DCMS) is a department of the United
Kingdom government, with responsibility for culture and sport in England, and some aspects
of the media throughout the whole UK, such as broadcasting and internet.

They hold statistics and audience viewing figures, this body would be helpful to margin how
successful my advert would be and see the reach of the marketing. This is a description of
what they do on their website: The Department for Culture, Media & Sport (DCMS) helps
Max Woolfenden Apple Ad Brief

to drive growth, enrich lives and promote Britain abroad. We protect and promote our
cultural and artistic heritage and help businesses and communities to grow by investing in
innovation and highlighting Britain as a fantastic place to visit. We help to give the UK a
unique advantage on the global stage, striving for economic success.

Competitors

The main competitor, at the moment, for Apple is the


company Samsung and their new flagship phone; The
Samsung Galaxy S8 and S8+. For many years both companies
have been in competition to a gain control of the phone that
everyone uses in that year. As you can see from this pie
chart, Apple has the majority market share hold for phones in
2016, with Samsung having around 2/3 of the market share
of Apple. This competition has made both companies focus
on certain traits that the phone must have, for example, the
phone needs more battery life, needs to be thinner and have
some features that revolutionise the way we use our
phones. One way that I need to focus on is to wow an
audience with a handful of new features to grab
audiences to talk about the phone with peers. As you
can see from the screenshot of one of their earlier ads,
the colour palate is used heavily on the phones but
maintaining the famous white background that they
have in all their ads. This grabs attention of the
audience to the phone itself. Yet in Samsungs adverts it is famously known that Samsungs
displays on their phones are better than Apples,
therefore in their ads, they focus on the displays
and not whats around it. This ad campaign in
question focuses on the size of the screen and how
much better it is. This difference in directions makes
the adverts seem recognisable without even seeing
the branding on the phone.

Market

The good thing about choosing a majority shareholder is that the market has already been
created and all I need to do now is improve on the growth. Also, maintaining the market
share that Apple have is at great importance to the success of the company and the ad
campaign is a big part of that. With this advertising campaign, I will try and target the
already established target audience. I need to also follow the design set, keeping the white
background and focusing on the assets that are better than the competitors, using all
conventions to excite, engross and maintain the concentration of the viewer.

Plan
Max Woolfenden Apple Ad Brief

Timescale

Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday


1 Asset and set Asset and set Asset and set Animation Animation Diary Diary
May design design design
22nd Scene 1 Scene 1
-
28th

2 Animation Animation Animation Animation Animation Diary Diary


Halfterm
29th Scene 2 Scene 2 Scene 3 Scene 3 Scene 4
4th

3 Animation Editing and post Editing and Editing and Editing Diary Diary
June Post Post and Post
5th Scene 4
11th

Legalisation

The main issue that I could come across when making the ad is false advertisement. False
advertisement can be very expensive and could ruin the reputation of the brand. Therefore,
I am going to fact check and overview the advertisement multiple times throughout the
design process. Another issue that could happen is the copyrighted song used, this would
mean I need to get permission for the song but since the vertical integration between the
artist and Apple music exists, this shouldnt be too hard.
Max Woolfenden Apple Ad Brief

Member Roles

Production: Apple Advert iPhone 7

Client Information: www.apple.com

Location:

Design Office
Cookham
Berks

Cast and Crew: Role: Phone Number:


Max Woolfenden Lead Motion Designer 07539******

Production Requirements: Brief:


Desktop Apple advert for iPhone 7, Cgi and in
After effects, Element 3D theme with already existing media

Other Information:
Max Woolfenden Apple Ad Brief

Health and Safety

Location Recce
Please produce a location recce for EVERY location used
Type of room/area:
Design Studio
Location Address:
Cookham Sl6
Nearest Train Station:
Cookham Train Station
Nearest Bus stop:
Cookham Train Station

Lighting Information: Solutions:


Not needed but can be used. N/a

Sound Information: Solutions:


Quiet and indoors Anything can be used

Power Information Solutions:


Outlets are prominent Beware of running wires

Hazards Solutions:
Wires need to be taped down Be careful.
Tape to be used
Max Woolfenden Apple Ad Brief

Programme Design Format

I am going to promote this advertisement through TV advertisements, online streaming


advertisements and social media advertisements. Since the company is a huge
conglomerate, advertising should be at no cost to the company and should be positive
depending on the source material of the ad. I will air the Ad on most large TV channels in
the UK, e.g. Channels 1 to 5. I will be advertising on YouTube Advertisements since the
demographic on YouTube fits the target audience that I want to promote Apple products to.
Lastly, I will also promote on Facebook, Twitter and Instagram since these places also fit the
target audience of Apple and the iPhone 7.

Issues

Many issues could happen whilst in production, one of these problems would be a hardware
issue. This hardware issue could be a graphics card issue or a processing issue. This could be
fixed by resolving the component or switching machine, this would not affect data storage.
The next issue could be a data storage issue that can only be resolved by backing up work,
which I would do multiple times. Other than that, I need to stick within the time frame and
if done this shouldnt be an issue.

Contingency Plan

I am going to put a contingency plan in place, to ensure my production does run as smoothly
as possible, even if problems do arise. I am going to have a backup machine if I have
hardware failures and will back up multiple versions of my work. One thing I will do is make
a full low render sequence mock-up of the ad before designing to ensure there is as little
redesigns as possible.

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