LO2: (D1) Discuss the legal and ethical constraints on the creation of the campaign.

When creating this cross-media campaign for my client, Juno Books, I need to ensure it's efficient at targeting their desired demographic, but also to minimize the legal and ethical constraints on the production. 

Firstly, in terms of legal constraints this could include factors like copyright infringement, or the breach of data. For example, if I used Juno Books' logo and house style on my campaign without getting their permission first would be copyright infringement as I'd be using their intellectual property without permission in order to gain a profit. This means that i would be liable for legal action, such as being fined, or taken to court, and forced to take down and erase the material with their intellectual property on it. So to prevent this, I will gain permission from Juno Books to use their intellectual property (such as their logo) in order to create this campaign. To consolidate this, I will use forms as proof of this permission. Additionally, breach of data - whether that be customers' or even Sarah or Rosie's (the owners of Juno Books) - could make me liable for legal action too, as this would go against the Data Protection Act. This means that I will ensure all data collected and used to create this campaign, isn't used with malpractice, nor will it be released to the public, ensuring full confidentiality of all data involved.

Moreover, some ethical constraints that may be present whilst creating this campaign could be the incorrect portrayal of demographics featured in the promotional material, or it could entail the mistreatment or exploitation of talent and stuff. Concerning the possible incorrect portrayal of demographics, this could refer to representing minorities in societies in a disrespectful way that is harmful and offensive to them and their identity. The effects of this could be a damaged reputation, and as a result of this, loss of profit and the demolition of personal integrity. Furthermore, if executed to such a hostile degree, it could even result in legal action, due to many minorities and demographics being classed as protected characteristics by law. To prevent this, I will ensure I have thoroughly researched the target audience of this campaign, and the demographics featured within this, and thus will be aware of how to properly and respectfully portray them in this campaign. Also, the exploitation of talent and staff refers to the possibility of personnel involved in the production of the campaign being mistreated and taken advantage of. Likewise, this could result in legal action against the exploiter, as well as having a damaged reputation and personal integrity. To prevent this, I will ensure all personnel involved in this campaign are treated with respect and dignity, and fairly.

LO2: Evidence of development of further 2 materials – showing progression from initial sketches/drafts to final/near finalised product.

WEB: web banner - HORIZONTAL

Firstly, I created a photoshop canvas the size of a horizontal web banner, known as a leaderboard. I used the fill tool with a purple (colour matched to their logo), and then used the shape tool to create a yellow triangle (also the colour of their logo), which i then rotated to create the final design of the backdrop.

Using the materials my client emailed to me, I inserted their logo and used the transform tool to make it fit into the desired space.

I used the line shape tool to add a border to the yellow triangle (one line in yellow, the other in purple). I then used the square shape tool, in purple, to act as a folded page of a book, tying in to the business of my client (iconography).

I found out their bestsellers of 2024, and downloaded the PNGs of their front covers and added them to the canvas - using the transform tool to create this design.

I then applied a low opacity colour filter over the books to make it less blatant, in order to make it work more seamlessly as the backdrop. Using a screenshot of their location on google maps, I added this to the web banner and added their socials too, with the logo of each social media. I also added a catchy and persuasive tag line, that fits the client.

To go alongside the screenshot of their location, I also added in their actual address as well as their website URL.

WEB: web banner - VERTICAL

I created a canvas the size of a conventional vertical web banner, then used the fill tool to colour the whole canvas the same purple. I then added their logo, added a shadow to give dimension, and then made title boxes for each of their book clubs.

I added a yellow border around the web banner, using the line tool.

Similarly to my horizontal web banner, I collected a range of their book club titles and used the transform tool to add them onto the canvas.

Lastly, I added their location and website URL 

PRINT: poster

I created an A5 canvas for the poster (as per the client's request), and colour dropped it purple, before adding their logo and a yellow border.

I added the PNGs of their best sellers and added them to the middle of the page, for minimalism as per the client's request. I also added a phrase above for coherency.

Using Adobe's software, I created a QR code for their website and added this to the bottom of the poster, with a yellow stroke.

Similarly to the rest of the materials, I added their address and their socials, with matching icons of the social media.

Finally, using the line tool, I added a line between the address and the social medias to make it look more distinguished and legible.

However, based on feedback from a microsoft form sent out to my target audience, I altered my poster slightly to match the feedback.

AUDIO-VISUAL

promotional video

 

Firstly, i created a new composition for my tutorial, keeping most of the pre-saved settings.

I created all the assets for my animation first, before I created it, which made it easier so I could just drag them onto my new composition and put them together. Since this was just a tutorial, I made two pages that were the size of a book page.

I did this by creating a "solid" and changing the colour of it, as this meant they were easily distinguishable when the page was turning which was necessary so I didn't confuse myself, and could easily change the settings and find mistakes. For example, a later page turning too soon and cutting through the page for it, which was easily visible to see and amend due to the different colours.

Then, I copy and pasted them a few times so that I would have enough pages to make my animation look good, and realistic like an actual book turning. After I finished changing the colours of all the pages, I dragged them into my composition. 

Firstly, I set an anchor point to the middle of the page where I would place all my pages in line with. 

Then, I made my composition 3D so I would be able to get unlock and then change the material settings and geometry settings. This enabled me to change the curvature of the page as it turned, so that it looks more realistic and is less stiff when turning. 

Using key frames, I made around 4 different key frames for each page when they were turning, so that they turned and the page bent at the right time. I then copied and pasted the first two pages' composition's, so that I wouldn't have to redo all the basic settings each time for each pair of pages, as this meant i just had to edit the key frames and push them further back in time so that they would start flipping at different times. To make my pages seem more realistic, 

I added some light (an ambient light and a point light) which added shadows to my pages. However, I altered the shadows of each page and made them more distinct so that it looked more realistic like the page was actually turning and was an actual physical entity that blocked the light.

After I created the base for my animation, i then went into each 'page' and deleted the solid, to then copy and paste in a JPEG version of each book cover, and a PDF of the custom pages I created - in Photoshop - for this AV advertisement. For the pages on the back of each page (e.g. when the page turns, so the back of the page is visible; on the left hand side of the page), I had to flip them vertically so that they would display correctly.

  

Final product:

LO2: Evidence of preparing methods of gaining feedback

Gaining feedback from my client

Attached materials:

                          

Gaining feedback from my target audience:

I created a microsoft form questionnaire in order to collect feedback from my target audience on my completed campaign. 

  

LO2: Completed campaign material #1 – with evidence of submission to client for approval.

(Attached material)

(Client feedback)

LO2: Evidence of development of first campaign material (setting up photography, editing, design, revision, version control)

Development of my poster

I collected PNGs of the covers of my client's bestsellers of 2024, and transformed them all to be the same size, before inserting them onto an A5 Portrait canvas on Photoshop. Vertically, I put them in order and copied and pasted the entire column until it covered the page - moving them down one each time.

Using the pen tool, I lowered the opacity, sharpness whilst increasing the size massively. I then colour matched the purple to their logo, before adding it to the bottom and top of the page. This created a gradient-like effect, making the upcoming text I was adding, more legible.

I then inserted the PNG of my client's logo onto the canvas, altering it to fit the space.

 

After inserting their logo, I added some contact details to the bottom of the poster (matching common codes and conventions of posters). This included their actual address, and their social medias - X / Twitter, and Instagram. Next to the social medias, I added icons of each to ensure this poster is more cohesive and accessible to digital immigrants.

As final touches, I colour matched the yellow from their logo and made a line between their contact information to also make it more legible and cohesive. Also, using Adobe's QR code making website, I created one for their website. This is topical due to the prevelance of technological convergence, so most audiences (e.g. digital natives) would understand and expect there to be a QR code on a print product to take them to the same place online.

Version 1:

This was the very first version of a poster I created as sample materials for Juno Books. Prior to client meetings or feedback, I attempted to introduce the brand to the audience through the owners, to try and establish a personal connect or tie to the consumers. However, the poster as a whole was very simplistic and didn't massively introduce Juno Books itself as a book shop.

Version 2:  

Based on initial feedback / meetings with my client, I adjusted the poster created as sample material for my client. I tailored the poster to fit their needs more, focusing on their bestsellers to introduce the brand to the audience more. 

Version 3:

 

After sending the previous poster for client feedback, I had to alter it as they found the QR code sitting above the other images 'a bit messy looking'. So I attempted to make it more simplistic, as per their updated request.

Version 4:

I felt like this version was a lot more personal, and connected to my target audience better than the previous versions, due to including a photo of the storefront. This was a different rendition on my client's feedback of my poster feeling "a bit messy looking", so I completely stripped it down and used a new design. However due to constraints of the shop having scaffolding obstructing the outside of the shop, I had to use a pre-existing image from their website.