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For the setting of this advertisement, I envision a pretty minimalist and simple set. I love the idea of using white walls and wooden floorboards. With this setting design, I will be able to instantly communicate the notion that this is an art gallery, and that the two characters are studying a piece of art.

For further setting ideas, click here.

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Located next to Tell Henry, this small gallery is the perfect location for my advertisement. While the walls are not white, like I envisioned, the intimacy is just right. I happen to be close with the owners of the gallery, so organising a time to shoot (perhaps late at night or early in the morning) will not be too much of a hassle.

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Adelaide has many locations available to rent. Nthspace - located at 31-33 North St - offers a wonderful space. However, the location can cost up to $200 to rent out, which will impact the budget of the commercial.

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Because this advertisement will require me to shoot at an art gallery - or a location that looks similar to one - as part of my research, I have had to discover some possible locations in Adelaide.

Fortunately, Adelaide has a great selection of small studios that evoke a the look and feel of a gallery. One of those places is Floating Goose Studios.

Located at 271 Morphett Street, Floating Goose Studios is a wonderful and intimate location that could easily double for a proper gallery with the right camera angles (close-ups).

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This design is very appealing to me. I feel this would work perfectly well for Pretentious Man #2

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As Pretentious Man #1 must evoke a sense of authority and knowledge, I feel this design (with the beanie) would perfectly evoke this sense.

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An alternative design for the pretentious man #1 would feature something akin to this. The turtleneck and cigarette complete the look.

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For Pretentious Man #2 pretentious man, I envision a mix of old and new style as seen here.

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The costume design for this advertisement would be heavily inspired by the films of Noah Baumbach. His films feature pretentious individuals that evoke a sense of knowledge and importance. From the outfit that Dustin Hoffman is seen wearing, the audience can gather that he is an artistic individual. I hope to capture that in my advertisement.

For further costume choices, click here.

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This advertisement for the Nike Air Max features the slogan, "Nike-Air is not a shoe." This is a huge inspiration for my campaign, and slogan ("It's Art"). I feel as if the slogans have a similar voice, and thus, do not feel out of character for Nike as a brand.

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Complex's Sole Origins series has been incredibly useful for me as it examines sneaker culture from all over the world. With this knowledge, I can create an advertisement that will appeal to 'Sneakerheads' from any country, not just Australia or the United States.

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Paris Brings High Fashion to Sneaker Culture | Sole Origins

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In addition to my Annotated Bibliography, I have decided to include a list of articles and online videos that inspired my research. These pieces mostly concern the growth of sneaker culture, and how this has changed the way companies like Nike and Adidas market towards the youth.

'The Rise of Sneaker Culture' by Purva Grover - Khaleej Times:

"Music and food are said to transcend boundaries. The statement may have been true until the arrival of the sneaker culture - now uniting genders and generations across social cultures and fashion philosophies. If until now you've not been giving much thought to your pair of sneakers, then it's time to change. Sneakers are having a moment and we're loving it."

https://www.khaleejtimes.com/the-rise-of-the-sneaker-culture

'You Can't Buy Respect in Sneaker Culture' by Matt Welty - Complex:

"In a weird way, we’re all trying to “buy” our way into sneaker culture. We all show off our best shoes. No one posts the Gazelles they’ve worn 150 times where the suede has faded and they’re covered in lager stains. We all want to put our best foot forward. Some people just think they can do it by spending enough to get their hands on and feet into the shoes everyone talks about online. That doesn’t make them better than anyone else, it just establishes them as someone with enough money to buy expensive shoes."

https://www.complex.com/sneakers/2018/11/you-cant-buy-respect-in-sneaker-culture

'Sneakerology 101'  - Carnegie Mellon University:

"Sneakerology 101 is part of Carnegie Mellon's Student College (StuCo), a program established in 2001 that gives students an opportunity to teach subjects not currently part of the university's offerings. A student committee and faculty advisory board review course proposals and interview potential student instructors. Both instructors and students enrolled in StuCo courses receive credit toward graduation requirements on a pass/fail basis. In lieu of last year's final exam, Chorng and Curtis called on the entire class to organize Kicksburgh, a community celebration of sneaker culture. Five Pittsburgh-area collectors exhibited their top 10 pairs of sneakers, local boutiques sold vintage shoes and a DJ played hip-hop music as breakdancers and graffiti artists showcased their talents."

https://www.cmu.edu/homepage/creativity/2009/winter/its-a-shoe-in.shtml

Tokyo's Most Sought After Sneakers I Sole Origins  - Complex:

Sneaker writer Russ Bengtson hits the streets of Tokyo in search of the city's most sought after sneakers and explores Japanese sneaker culture, while Atmos founder Hommyo Hidefumi, and basketball expert Yoichuro Kitadate and break down Japan's love for the Nike Air Max and the Air Jordan.

https://www.youtube.com/watch?v=kx9uA08UcgQ

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For my advertisement, tone is incredibly important. As this commercial is targeting the previously established 'Sneakerhead' demographic, I believe the tone should not belittle what those people feel; the idea that a sneaker is valuable and meaningful.

In saying this, I believe the comedic and off-beat emotions in the advertisement (particularly the two men discussing the artistic values of the sneaker) is entirely in line with the attitude 'Sneakerheads' represent. While these people take the shoes rather seriously, there is always room for a laugh in the midst of this. Nothing that the men say is at all incorrect; they comment on the beautiful colours, expert crafting, stitching as well as how the shoe could very well be Nike's best yet.

The use of minimalist colours such as navy, brown and cream, allow the advertisement to cater to the more subdued viewer. One of the beautiful aspects of Nike as a company is that they make sneakers for all types of people. As an example, I do not consider myself a flashy dresser, so the subtle colour scheme of the Killshot 2, is indeed up my alley.

With these comments, as well as the final slogan/tagline, being "Its Art," I believe 'Sneakerheads' will find this advertisement enlighting, funny and true.

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Below is an image of the Killshot 2 with the relating hues.

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Clip opens with a WIDE SHOT of an ART GALLERY. The gallery is mostly white, with various paintings hanging on the smooth walls. PEOPLE are walking around the gallery, looking at the various paintings and sculptures on display. In the background, TWO PRETENTIOUS MEN stand in front of a piece of art.

From a LOW-ANGLE shot, it is believed that the audience is viewing the two men from the perspective of the piece of art they are discussing. PRETENTIOUS MAN #1 is wearing a pair of simple glasses, a grey blazer, with a red and black checked shirt underneath. PRETENTIOUS MAN #2 is wearing a white t-shirt, with denim overalls on-top. The two are discussing the artistic value of the piece. As they analyse the artwork, the camera cuts to CLOSE-UPs of the two. MAN #1 comments on the creation’s immaculate colour choices, noting that they “do not force the attention of the audience, rather invite it.” MAN #2 discusses the integrity of the design, complimenting on the careful uses of patterns and shapes. MAN #1 argues that this could be the artist’s “most profound work,” MAN #2 nods as he says this, in complete agreement. The two of them nod at the piece one final time before they depart.

As the two walk out of the frame, the camera cuts to a MEDIUM SHOT and reveals the Nike Killshot 2, sitting on a white box. The camera HOLDS on the shoes for FIVE seconds before the Nike logo appears on the screen with the slogan: “It’s Art.” This is followed by a link to Nike's website.

280 Words

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The colours I have chosen for my advertisement tie directly to the Nike Killshot 2 shoe that I am using. By using Adobe Colour, I was able to decipher the exact colours used in the shoe, in order to replicate them in the advertisement material/inevitable website.

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As I am using Nike for this assignment, they have their own typography. In all of their branding, the company uses a variation of Futura. I will be using this font in my advertisement in order to accurately capture the feel of Nike.

The Futura font is impactful, iconic and memorable. These aspects are all components of what makes the Nike logo so recognisable. Even without the 'swoosh,' the words "Nike" in the Futura font perfectly capture the company.

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The famous Mac Vs PC ads from Apple have stayed in my mind since I saw them as a child. I love the idea of having two different perspectives shared in a comedic and honest manner. The humour in these ads is a major influence on my advertisement, as I hope to capture that sense of legitimacy.

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Complete 66 Mac vs PC ads + Mac & PC WWDC Intro + Siri Intro

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While this advertisement shares very little in common with what I want to say, I believe it is important to look at Nike as a brand, or better yet, how they see themselves. With this stunning 2018 advertisement, featuring Colin Kaepernick, I really understand the passion and love that Nike wants to communicate with their audience.

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Mollison, M 1997, Producing Videos: A Complete Guide, Allen & Unwin, Crows Nest.

Martha Mollison's Producing Videos, is a masterclass in filmmaking knowledge. Mollison breaks down how to block, write, and record a scene. This is of fundamental knowledge to me as I will be shooting this advertisement with actors on my personal camera. In Chapter 24, Mollison discusses the Location Shoot, something I will have to do when the time comes to shoot my own advertisement. Because of this chapter, I have started to think about aspects of the shoot I had not yet even thought of. With Mollison's help, I now have an understanding of the process it takes to shoot on location. As my idea develops, I may in fact decide to shoot in the White Room at the UniSA City West campus.

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Nettelhorst, S, Jeter, W, Brannon, L 2014, ‘Be Careful What You Wish For: The Impact of Advertisement Choice on Viewers' Expectations.' Computers in Human Behaviour, vol. 29, no.41, pp. 313 - 318.

In this journal article, Nettelhorst, Jeter and Brannon discuss how advertisement choice can impact how someone responds to a certain product. They argue that if the audience is given the option of viewing an advertisement that does not instantly appeal to them, they will check out. The authors believe that advertisers should use this when developing advertisements for certain target audiences. As an example, if you are promoting an iPhone for an older demographic, you would need to somehow tie the interests of the elderly into the advertisement. For instance, instead of using contemporary music for the advertisement, you could use a song that an older demographic would respond to. This is important for my advertisement, as it will force me to think about the certain music and aesthetic choices that Sneakerheads will connect with.

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Epstein, MJ, Buhovac, A, Yuthas, K 2010, ‘Why Nike Kicks Butt In Sustainability.' Organisational Dynamics, vol. 39, no.4, pp. 353 - 356.

This article was incredibly useful as it forced me to assess Nike as a company. The authors of this journal article specify the major reasons why Nike has been so successful, including: Leadership, Organisational design, Market strength, Market positioning and, most importantly for myself, Culture. The authors point out that Nike has an extremely successful and positive relationship with its consumers. This is incredibly evident with the fact that the company currently sponsors Colin Kaepernick, despite the fact that he has been blacklisted from the NFL because he kneeled during the national anthem. Where most companies like Adidas or Puma would ignore Kaepernick, a fan favourite, Nike continued working with him, and have brought in over $6 billion since his advertisement launch.

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For the logo reveal at the conclusion of the advertisement (with the slogan and link to Nike.com) I will include this design/colour scheme of the classic Nike logo. This navy is the same colour as the navy on the Killshot 2 sneaker.

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While developing the visual image of this advertisement, I have created a Mood Board on Pinterest. This board represents the visual style of my advertisement, including: Costuming, Setting, Props, etc.

https://www.pinterest.com.au/robyjordi/nike-its-art-advertisement/

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I will be using the Nike Killshot 2 as the prop for my advertisement. This shoe was chosen thanks to its rare nature, as well as its vintage feel.

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Nike is a universally beloved and known brand. However, for some people, a Nike shoe is just that; a Nike shoe. Those people are not my particular audience. It would be a waste of my time attempting to communicate to a 40 year old man who only wears Nikes when he goes for a run.

With this advertisement, I believe I should hone in on the enthusiasts, more commonly known as 'Sneakerheads.'

This term came into prominence in the late 1980s, and has only grown since. Nowadays, stores such as Stock X and GOAT  have brought Sneakerheads into the mainstream. These people (traditionally aged anywhere from 18 - 40) adore sneakers, believing them to be a form of contemporary art. They will spend thousands of dollars on shoes, especially the rare ones. This ties into what I want to say about the Nike shoe, specifically the Killshot 2, one of the rarest on the market.

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With this advertisement, I hope to communicate the idea of a sneaker being a piece of art.

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The famous M&M advertisement, 'You Get In the Bowl' has become a major influence on the style and tone of my advertisement. I want to achieve a similar sense of humour, and charm, with my Nike ad.

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I adore the minimalist design of this advertisement. This advertisement also uses the Futura font, which I will use in my own advertisement, in order to be consistent with Nike's branding.

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Assignments like this excite me. I believe myself to be a fairly creative individual, so when we - as students - have the opportunity to show that in an assignment, I feel we cannot waste it.

I have worked for an advertising agency for the past six months, so this feels like a perfect assignment for myself. Additionally, I have worked as Social Media Manager at the Adelaide Film Festival for the past two years, so I have a solid understanding of how to speak to an audience.

As far as ideas are concerned, I have an image of two pretentious art people staring at a Nike shoe in a minimalist art gallery. This would communicate the idea that the Nike shoe (Killshot 2) is a piece of art.

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Trailers:

1. Action movie
2. Drama movie
3. Racist movie trailer (parody, I am not actually racist. Please don't cancel me, please.)
4. Comedy trailer
5. Oscar bait trailer
6. Comic book adaptation
7. Book adaptation
8. Animated movie
9. Prestige picture
10. Indie movie
11. Low-budget horror
12. Horror movie

Adverts:

13. Spotify
14. S'Well drink bottles
15. Nike shoes
16. University of SA
17. iTunes
18. Padlet
19. Paper Mate
20. Instagram
21. Twitter
22. Facebook
23. Cats (the musical)
24. eBay
25. Mazda
26. Hands
27. Boat Cruise
28. Airplane commercial
29. Puma shoes
30. Typo
31. Keyboards
32. Comic book investing
33. Vinyls
34. Book shop
35. DVD shop
36. The last Blockbuster shop in the entire universe
37. A biography by the ghost of Freddie Mercury
38. Movie cinema
39. Antique shop
40. Life hacks
41. Netflix
42. Duolingo
43. Podcasts
44. Letterboxd
45. NAB bank
46. Hungry Jacks
47. Vimeo
48. Kanopy
49. Adobe
50. NordVPn
51. Domino's
52. Goodreads
53. Google
54. Canon cameras
55. Sony
56. Adelaide Fringe
57. Gumtree
58. Livescore
59. Deliveroo
60. Uber
61. UberEats
62. Asos
63. The Iconic
64. Skype
65. Dropbox
66. MUBI
67. Audible
68. Stan
69. Mazda
70. Mercedes
71. Panasonic
72. Stabilo Boss
73. Crayola
74. Bic
75. Samsung
76. Copic Marker
77. Animehub
78. Daniel Wellington
79. Hershal
80. Fjallraven Kanken