IDM Assignment 1 Creative Journal by Willow Edwards

INITIAL THOUGHTS

wredwards04 — 2023-03-02 00:07:12 UTC

Coming into this class I'm feeling a little tired, but that's mainly just me getting used to Uni. The course so far seems very fun and interesting! I've always enjoyed brainstorming ideas, so being able to do so in longform, and then translate it into an actual product is right up my alley. I do admit it feels a bit awkward at first being in a class with many different people who are older or younger than me, but that's just because I was so used to the uniform age of high school. I have used Padlet previously, to write a very cheesy introductory rap verse for an English class, so this isn't super new to me, just something I have delved into further. I genuinely have no idea what I want to make for this course right now. I don't really know what falls into the parameter of what I can create, but I am leaning towards something to do with either games, animation, or LGBT advocacy related things. I do know however, that I want to incorporate a fair amount of heavy editing and kooky drawings into it.

80 IDEAS...

wredwards04 — 2023-03-02 00:31:08 UTC

1. Advertising to promote awareness of Trans Youths lives.
2. Advertisement for a fake cruddy 80's toy for a non-existing children's Saturday morning TV.
3. A really really out-of-it named burger, something akin to a Bob's Burger burger name.
4. Advertisement for a monster movie festival??
5. Fake newscast about the overgrowing epidemic the horns growing in the back of young teens' necks.
6. Fake medicine for a fake illness. SUPER outlandish illness.
7. Permanent skate wax, for when your skate wax gets stolen.
8. BRAND NEW SUPER EXCITING ERASBABLE PAPER (it's a whiteboard.)
9. Just blatantly advertising for my commissions.
10. Fake setup for a fake radioplay podcast.
11. Reverse beach (it's JUST the ocean!)
12. "Grains of Sand" end of year sale (all sand MUST GO!)
13. The oversaturated market of short form videos and "clickclock" melting brains.
14. STOP. LITTERING.
15. Persuasive campaign ad for banning cool shoes in primary school.
16. Persuasive campaign ad for banning children from school altogether. They don't deserve it, I think.
17. Promotional video for my cute stickers.
18. THE RETURN OF THE WOLLIW (the coat that wears YOU.)
19. Super dark gritty and cool advert that ends up being for just regular biscuits. (Very Breaking Bad inspired.)
20. Showing off some techniques to help with carpel tunnel in artists and writers.
21. KOOL KIDS PSA on having good back posture while sitting.
22. Advertisement for a specific brand of Insomnia pills or medicine.
23. A peaceful compilation of scenes displaying the unseen beauties of SA.
24. Fake promo advertisement for my aspiring comic series.
25. An advert celebrating queerness and identity (idek how I will do that).
26. The pros and cons of using LED light bulbs.
27. Advertisement for the first ever local ants race (look at them go!).
28. A way to cure all ailments, called Rainbow Juice. Liberals hate them!
29. Dramatic trailer for a story about what happens to all the socks that get lose in dryers (strange new lands!!).
30. Mushroom Gnomes doing tiny little cute tasks around a tiny little cute garden.
31. ADHD Awareness campaign.
32. Ever run out of bars on your device? This signal amplifier will help! (Its a metal coat hanger twisted out of shape).
33. Shoes that put themselves on for you for when you're tired.
34. Bacon scented perfume.
35. A disco rave but it's only classical music.
36. Something to do with saving the planet- bringing awareness to the Willow Act in America.
37. 24-hour coffee (70's sort of styled advert).
38. Outlandish Rick and Morty esque object (flimble, gopp splayer, bang dingle etc.)
39. Bob Ross inspired advert for an online print store.
40. Frog shop advert (they sell fake frogs).
41. Video on the effects of smoking.
42. Promo video for the D&D club.
43. Promo for the Performing Arts club.
44. Fake horror movie advert for a movie called "Don't Blink".
45. Advert that's basically presenting shoes as this new cool fandangle item that didn't exist before (tired of getting CUTS all over your feet?)
46. Advert for my mum's small business.
47. Advert for my social media accounts.
48. Fake fictional choose your own adventure series on Youtube trailer.
49. Tutorial on top 10. things to NOT do in a Sketchbook.
50. Advert for my mum's homemade jams and sauces.
51. X-Ray Glasses.
52. Procrastination repellent.
53. Fake medicince that helps reduce the likelyhood of procrastination.
54. Tips and tricks video on avoiding encountering the outbreak of a virus.
55. Advert for my brand Citrus Creates.
56. 5 ways to know if YOU have a ghost in your home.
57. Why turtles should be able to vote.
58. An introductory pitch for my comic "Last Date on Earth".
59. Lollipops that change your mood based on their colour.
60. Mini trailer for my "Friend of a Dear Bard" series.
61. Informative video on what it's like to be Non-Binary.
62. Why sleep is so important.
63. Blue Eggs! (They taste a little sweeter, great on toast).
64. My mini earring business with different fruit earrings.
65. Advert for my high school's musical club!
66. How to get out of a liminal space 101
67. The endless tape measure
68. Advocating for why sanitary products should be free in public bathrooms (because come on, why aren't they already?)
69. Bread swords, like knives but they're shaped like swords.
70. MacBeth themed takeaway resturant.
71. Zombie-run takeaway resturant.
72. Trains that fly, the new fastest way to travel.
73. Advert for a sick indie adventure game.
74. Why phones should be usable in high schools.
75. Campaign to end homelessness.
76. Pro-Ukulele, Anti-Guitar.
77. Tiny hats for big ol' cats.
78. Edible toilet paper.
79. Bonsai tree with changable branches.
80. Edible glue stick (perfect for snacking in class).

TARGET AUDIENCE

wredwards04 — 2023-03-08 23:58:33 UTC

Age range- 17-22.
Sexuality & gender- Any gender and sexuality.
Geographic location- Mainly English speaking countries like. America, Australia and Europe, but can extend to worldwide.
Level of education- People still in school, those who are taking a lot of classes at the same time.
Living situation- Living with their parents or by themselves, who have a very heavy, or stressful workload.
Political beliefs- Believes that everyone deserves equal rights, an advocate for equality.
What social media do they use? Where should this ad be published?- TikTok , Instagram and YouTube are the platforms my target audience mainly use, and as this is a video ad, I think it would work well being on a platform such as this.
How long do these audiences use these platforms? How often?- The audience for my product uses these platforms every single day, they are chronically online.
What content do they usually consume?- Lots of different types of content, however the main types of content they would consume are videos that they're watching because they're procrastinating, or videos to do with the work they are doing.
How this enriches the audience's life- Advertises a product that will make the consumers quality of life easier, as almost everyone seems to struggle with procrastination.
How does my ad differ from other advertisements my desired audience consumes?- Not sure yet, most likely something inpsired by other medicine ads (panadol obtizorb, etc.)

SUMMARISED IDEA

wredwards04 — 2023-03-08 23:59:10 UTC

Anti-procrastination medicine, that help the consumer focus. Targeted towards those who struggle with all sorts of procrastination. The product will be called "Procrasti-No"

ANNOTATED BIBLIOGRAPHY

wredwards04 — 2023-03-09 00:29:43 UTC

Unsa-Lopez, A, Osejo-Taco, G, Vinueza-Cabezas, A, Paz, C, & Hidalgo-Andrade, P 2022, Procrastination during the COVID-19 Pandemic: A Scoping Review, Behavioural Sciences, art. no. PMC8868816, DOI: 10.3390/bs12020038.

This review's main focus is on how the COVID pandemic and lockdown had caused in increase in the number of people who procrastinate. This proved useful to me as it talks about various different reasonings behind why these people procrastinate, whether it be the pressure of being in a stressful situation, or the ever common "cyberslacking". I was able to take a lot of useful information from this source to use in my video, as a way to specifically call out my audience in a way that other advertisers don't usually do. I can also take some of the different types of procrastination mentioned in this article and research them further.

Au J 2021, 'What you need to know about Academic Procrastination', Blog Post, ACPC Psychology, 6 Jul, viewed 19 March 2022,
This article talks more specifically about Academic Procrastination, and what causes it. This article in particular was helpful in aiding me discovering how procrastination effects students in different ways, which is closer to my target demographic than those who procrastinate non school-work. I will use the information I have collected throughout this blog post to again cater specifically to my intended audience. This will also help me in creating exemplar scenarios for various scenes throughout my ad, to make it more relatable to it's target demographic.

Boseley, S 2015, 'Psychiatric drugs do more harm than good, says expert',The Guardian, 13 May, viewed on 19 March, .
This specific news article is about how a Denmark professor, Peter Gøtzsche, believes that psychiatric drugs are worse in most cases regarding mental health. There are arguments within this article that cite that drugs like these are needed, especially for dementia patients and those with depression. Gøtzsche believes they are unnecessary in most causes purely due to how dangerous their side effects can be if a user becomes addicted or goes through withdrawal symptoms due to a lack of intake. I found this article quite insightful, as it displays two different beliefs on psychiatric drugs, which is a heavily debated topic. I wanted to look at this to gain some insight into how effective psychiatric drugs are and what dangers might occur because of them, as the medicine that I am advertising could fall under the umbrella of a psychiatric drug. Having this information can help me to balance out it's effects in the campaign, and make sure it isn't advertised as an illicit substance.

"Panadol Caplets 2010 Ad"

wredwards04 — 2023-03-29 10:35:15 UTC

This ad features two actors, one who uses Panadol Optizrob tablets and one who doesn't. It starts with a man experiencing symptoms of a headache walking across a fake 2D tech looking backdrop. A lady then stands next to him, and we see the inside of both of their stomachs, and how the medicine that she takes is more effective on treating pain. We then move to a shot of the two actors standing while the product is displayed on the screen, as well as a graphic of the medicine working in the two peoples stomachs. The final shot displays the product in large, while playing it's iconic jingle to cap off the video.
This advertisement displays graphics of the medicine working in the actor's stomachs that also give me inspiration for ideas in my own video. I want to have an short informative section that pulls away from the live action segment for a second, and describes how and why the medicine I'm promoting should be used. One thing I can critique from the advertisement is that the beginning of the video isn't very engaging. While the person in the video being imposed on a bright green background is pretty eye-catching for a first time viewer, there's nothing interesting past that.
australiaads 2010, Panadol Caplets 2010 Ad, video, YouTube, March 14, viewed on March 29, 2023

"Buy 3 Months, Get 3 Months Free | Mint Mobile's Best Offer of the Year"

wredwards04 — 2023-03-29 11:03:58 UTC

Ryan Reynold's mobile brand Mint Mobile utilises both the popularity of him as an actor and the use of self-aware humour to make an engaging ad out of inherently nothing. A lot of the charm from this ad comes from how self-aware Reynolds is, using observational humour to poke fun at the absurdity of the cheap stock clip they used, to make their service cheaper.
While most of the customer base probably comes from the fact it is a brand owned by Reynolds, the rest comes from the wit and straight-forwardness of the script. I want to use this sort of witty, self-aware humour in my own advertisement, and poke fun at how common procrastination is these days, adn just how easy it is to get distracted.
Mint Mobile 2022, Buy 3 Months, Get 3 Months Free | Mint Mobile's Best Offer of the Year, YouTube, Decmeber 4 , viewed on March 29 2023,

"Kellogg's Frosties - Tony the Tiger in the 1989 Australian TV Commercial"

wredwards04 — 2023-03-29 11:28:43 UTC

The Frosties advertisement has elements of a blend of live action and 2D animation in it- something I want to feature in my advertisement. In the advertisement, the mascot Tony the Tiger interacts with one of the children in a roller skating park, and motivates them into perusing their passion by making sure to eat their breakfast in the mornings, which in this case is a bowl of Frosties. The kid is then shown to have grown in skill, impressing the rest of the kids. It ends with the animated mascot advertising how great his cereal is.
The entertainment and nostalgia factor of featuring a lively 2D mascot in an advertisement today is something I have not seen in as many ads today, and I think it can attract a lot of viewership if I include it in my campaign. If I want to truly match the success of the Frosties ads, my mascot will need to look as memorable as Tony the Tiger.
Australian Television Archive 2020, Kellogg's Frosties - Tony the Tiger in the 1989 Australian TV Commercial, YouTube, August 30, viewed on March 29 2023,

AIDA- Crafting a message

wredwards04 — 2023-03-29 11:52:51 UTC

Attention:
I will draw in an audience during the first few seconds of the video by featuring a ticking countdown. This will urge viewers to continue watching, as they feel compelled to finish the advertisement to discover the significance of the timer. Another way I will appeal to the audience is through the use of a combination of 2D animation and live action sequences. The exaggerated character will catch the viewers attention, and will act as a hook for the rest of the advertisement.
Interest:
The scene will be relatable to my target audience by displaying exactly what boredom and procrastination looks like in this day in age. They will see examples of different types of procrastination at the beginning of the video and be able to find relatability within it, seeing a bit of themselves as the actor on screen scrolls endlessly through their phone.
Desire:
I want the beginning of the advertisement to actually be associated with the feeling of boredom as well as anxiety. Before the mascot appears, the actor cycles through several different scenarios that all involve them procrastinating, and in-between these scenarios spliced in is the slow ticking countdown of a clock. The constant ticking noise gives the viewer a feeling of dread as they hear it getting louder and louder as the ad progresses, until it reaches the part about the advertised medicine.
Action: The last five seconds of the advertisement will feature a way to buy the product, through website, email and phone. It is also essential that my final 5 seconds feature one last memorable moment with the mascot, so that the last thing that the viewer sees before the ad is over leaves a lasting impression.

TREATMENT

wredwards04 — 2023-03-29 12:19:52 UTC

The ad starts with a timer counting down from four hours, accompanied with the faint ticking of a clock. In-between these countdowns, are small snippets of somebody procrastinating. Scrolling through their phone, watching a movie, playing a game. As the person continues procrastinating, the ticking gets louder and louder, until the ticking becomes the main focus as the time timer hits twenty minutes.
Now staring at the screen, the person groans about how they have no motivation to get their work done on time. As they wish to themselves that they didn't procrastinate so much, a tiny animated mascot on the desk makes themselves known, accompanied by a poof of smoke. The mascot says they have a way to fix their procrastination problem with a medicine called Procrasti-No.
Detailed graphics appear on the screen accompanied by some upbeat music, explaining that Procrasti-No is the one thing you need to stop procrastinating fast. Illustrations of a pill moving down into a gullet are shown as the mascot explains how it works, and more bright infographics show the benefits of taking Procrasti-No, including less stress, faster worktimes, and easier cognitive abilities. There is a before and after of the actor in the scene's face- in the before, they like tired, worn down and shabby. They are frowning. In the after, their face still looks tired, but their eyes are wider and they have a happier look on their face.
Switching away from the graphics, the person announces they handed up their final with 10 minutes to spare. They thank the mascot, but the mascot tells them the thank Procrasti-No instead. The final graphic appears with a picture of Procrasti-No and a phone number and website link for the customers to follow.
Before the advertisement ends it switches back to the person who attempts to take more than the recommended dose, and the mascot knocks them in the head accompanied with an over the top cartoon bonk sound, before saying a memorable finishing quote. A speedy warning message is then played after warning users to not take Procrati-No if there is no work that is required to be completed, as well as a list of side effects.

TONE

wredwards04 — 2023-03-29 23:34:28 UTC

The beginning of the ad will be a lot colder and more bleak to the audience, featuring cooler colours. This will help create a sense of dread at the beginning, but as the video continues on, the colours get warmer as the mood gets lighter. By the end of the video I want the audience to be entertained, but I need to draw them in with a jarring scene at first. If my target audience is viewing the advertisement then they're either viewing it during their time off or when they're procrastinating, so starting off the ad in a way that almost directly represents my target audience becomes very effective. I think the best type of fonts to match this tone are sans-serif fonts that are bold and easy to read, rather than serif fonts, which can be commonly associated with work- something my target audience is trying to avoid.

FONTS

wredwards04 — 2023-03-29 23:37:14 UTC

I want to use two different sans-serif fonts and possibly a serif font for my website and ad, with the serif font only being used for necessary warnings. Sans-serif fonts make a brand seem more approachable, in contrast to serif fonts which make them feel more professional. The Roboto family fonts are for the headings and body, and the Georgia font is for necessary warnings.

COLOUR PALETTE

wredwards04 — 2023-03-29 23:49:03 UTC

Using a mix of orange and blue in the company's branding creates both an energetic feel to it as well as instilling trust and stability into the customer. The major use of blue comes off as respectful, while the hint of orange helps to hammer in that the product is to make you feel energised and refreshed.
I can utilise the blues in the beginning of my advertisement when I need to create a scene that feels cold and boring, and can use the brand's signature touch of orange at the end, after the person has tried Procrastino, to help better represent that it brings an improvement to one's workflow.

MINDMAP

wredwards04 — 2023-03-31 13:52:29 UTC

MINDMAP SUMMARY

wredwards04 — 2023-03-31 14:08:28 UTC

Doing the mindmap made me rethink what sort of medicine I might want my product to be, as initially I thought to just make it in pill form. I went through several types and it made me think of what would look best advertised and what wouldn't, and I have decided despite this, to settle on pills, as it can be taken in moderation. Listing off types of procrastination as well helped to come up with ideas on how I can lay out some of the pros of taking my product, as it can help defy all sorts of procrastination types.

DE BONO'S THINKING HATS

wredwards04 — 2023-04-01 15:01:25 UTC

Naptime!

wredwards04 — 2023-04-01 15:04:40 UTC

This video is a satire comedy skit advertising a fake solution for misbehaving kids to struggling parents, with the Naptime solution actually being chloroform. The ad starts with a situation where a son throws a tantrum because his mum won't let him have a popsicle, followed by a montage of several shots of children throwing tantrums in different situations. The product is then introduced, and displayed in different scenarios throughout the rest of the advert, with instructions on just how to use it.
The peak of the comedy featured in this ad comes from the doctor's message spliced into the middle of it, where he reads the bottle and directly tells the viewer that the product is "just chloroform" and despite this the advert continues again as normal. This use of tonal shift makes the delivery of the scene incredibly funny, and is reminiscent of jokes I would like featured in my advert.
One thing I can criticise about this is that the joke may be a bit dated, as it is over 10 years old, but the delivery of the jokes themselves not only entertains the viewer, but also makes them more interested in the product.
Chris Chapel, 2012, Naptime!, YouTube, June 1 , viewed on March 29 2023,

wredwards04 — 2023-04-02 07:56:41 UTC