ICO

PROJECT
Rhino flooring
CON-
TENT
RE-
SEARCH
STOP
MOTION
ANIMA-
TION
Stop motion animation is a fun and
exciting way to play around in. The con-
cept of making a short advert that makes
you watch and be engaged through an
advert can be hard, but by using stop
motion you can be playful and it cre-
ates an incomplete image so the viewer
wants to stick and round and see the
complete picture.
THE
WORK OF
MICHEL
Michel Gondry has made such films as
science of sleep and music videos from
chemical brothers. He is also known for
hoaxing, solving an urubix cube with his
feet in minutes. The inspiration i have
gathered from Gondry is of his stop mo-
GONDRY
tion animation abilities, creating imaga-
tive and playful animations which are
created from his imagation and tend to
be used for his bands music videos.
IDEA OUI OUI
Les Cailloux
This is Michel Gondry’s Music video
for his band Les Cailloux. It’s a short
stop motion animation of four friends
who have magic seeds which they go
out and through in different places,
growing a number of things from
them. The idea of making a small
world to sit my floor animation would
be exciting and would bring some
excitement too the subject of vinyl
floor as it’s known to be a fairly bor-
ing product to buy and is a budget buy
for many people. It would be good to
add some colour to the product and the
company who supply the product also,
MICHEL
that being Rhino flooring. By watch- GONDRY
ing this video it makes me want to cre-
ate a short animated advertisment that
would be fit for television and web
based viewing. This would be possible
and if shot well it will hold the view-
ers eye and imagination making an
advert that will hold in someones head
because it’s exciting and fun, This will
be then enough for them to go and
purchase Rhino flooring wanting to be
apart of that excitement of the advert.
SPIKE GIVES THE LAMP FEEL-

SPIKE
INGS AND SHOWS EMOTION
OF THE TABLE LIGHT IN THIS
IKEA ADVERT. THIS MAKES YOU
FEEL SORRY FOR IT GETTING
SWOPPED FOR A NEW LAMP.
A TWIST IS THEN ADDED WHEN
A PASSING MAN COMES INTO
THE SCENE AND TELLS THE AU-

JONZE
DIANCE THAT WE SHOULD NOT
HAVE FEELINGS FOR THE OLD
LIGHT AND TO GO AND BUY
A NEW ONE. IT;S FUNNY AND
SIMPLE. ITS IKEA ALL OVER, IT
ALSO GIVES THE COMPANY IT’S
FUN, APPEARLING LOOK IT IS
KNOWN FOR ALSO... i do think work can become
Spike jonze is a film maker fairly boring if you just fol-
who changed the way skate- low a brief and not take resks
boarding video’s were filmed
within in it, im too young to
and moving the skateboard
video scene into something
care at the moment...
special to this day, mak- videos and television adverts for
ing imagnative high budget GAP and IKEA. His personal-
skateboarding films. This ity is seen within the adverts and
is where he started in the films he makes and hopefully
film industry within extreme i will be able to have a certain
sports working for tran- amount of my own in my final
sworld magaziine as head outcome and i do think work can
photographer there. then become fairly boring if you just
moving on to making feature follow a brief and not take resks
length films and also he has within in it, im too young to care
made music at the moment...
FROM STOP CREATING AN INTERESTING
MOTION WORLD WITHIN THE AD-
VERTISEMENT

TO FASHION
PHOTOGRAPHY
Tim Walker a fashion photographer
with an unusaul and dream like
imagation. i taken a lot of inspiration
from previous artists i have aready
got knowledge about them and their
work. The work of Tim Walker
holds great vibrant, highly imagative
enchanted worlds. They are carmful
photographs and all have a magical
childhood fantasy attached to them
all. Each image you just want to be
able to re create somewhere in your
life so you can experience the same
environment of the photograph he
has taken.

By taken inspiration from this type ent people making the whole idea of Vinyl flooring more appealing.
of imagery i believe it will capture an So this is another resource i have been looking at and taken ideas
audiance by creating an interesting from to give my advert something to remember and give it the must
world within the advertisement and have feel, to be apart of something special being Rhino flooring.
changing the enviroments for each
different floor pattern, giving each
floor a different personality. Doing
this will then give an appeal to differ-
HOMEBASE
ADVERTIS-
research

MENT
Homebase adverts are a great ex-
ample of holding someone’s imagi-
nation when advertising their com-
pany. People want to see completed
pictures, specially when they are
home improvements. This video
show fast results and simple crafts-
manship within it making the con-
sumer feel positive and excited to
approach certain jobs that include
the things in this video.

It gives the message ‘where better

to start then homebase’ and they do
this without actually saying it but
only making you know this through “ENGAGING THE AUDIANCE
great visual advertisement. This AND MAKES THEM WANT TO
is clever work by Homebase and i WATCH IT FROM BEGINNING
would like my short animation to TO END TO SEE THE FINAL
do the talking and let it have very OUTCOME”
little written content. This should
also keep the viewer when watch-
ing it as a lack of interest towards
words can put people off and con-
fuse people sometimes, like the
rubbish DFS sofa adverts % lots of
those and £ them let them see that
in the shop yeah ?

MESSAGE
The idea of Rhino flooring is that it is an artificial look alike
to the real thing, being woods, slate and stones. This is the
thing that we can pick on and laugh at a little. It’s not a bad
thing it’s not real it can be good and we will find away to
bring the to attention but still make the product a thing to
have, without loosing the trust in the company and ensuring
quailty. It would be nice to play with the idea of the different
environments, laying the types of floor in their found birth-
places if they were real and creating some sort of caption to
sit along side it...
“RHINO
FLOOR BE-
CAUSE IT’S
NOT WHERE
IT’S FROM
IT WHERE IT
LOOKS LIKE
IT’S FROM”
Advertisment needs humour, our lives
need humour something to laugh
about now and then. Advertisment
is a great place to give the audiance
something to laugh about it different
clever ways. Simple ways are the best
way of making someone laugh are the
usaully the best. Again imagation is
the key to laughter, making a pic-
ture inside your head of the incident,
which then you turn into the humour-
ous funny thing you laugh at. If this
is giving to you in an advert then you
want to remember the advert and this
then gets people talking about the
product. It could be a funny caption,
or a fun looking person doing some-
thing stupid anything that will make | seven
someone remember the advert and
want to explore the product more.
scanned in Rhino sample.
 I would say that this flooring
should be targeted to a younger

AU-
audience. It’s still open for older
The audience that this people to buy, but the older genera-
advertisement would at- tion seem to prefer real floors and
tract would be first time they are also able to afford these
house buyers who want products easier. When the younger

DI-
to make improvements generation have less money to
to their house a low cost. spend on hold improvements and
And people who want a would settle with less expensive
fun alternative to the real version of a flooring.
product. Offering a cheap,

ENCE
low maintenance flooring “THIS FLOOR IS
I believe the target age of this
that offers the same look IDEAL FOR THE
product should be around 25-45
to real floors. FIRST TIME HOUSE
years old. It would sell more and
BUYERS WHO
become something younger people
WANT TO MAKE
would want in their homes. The
QUICK, CHEAP
product would still hold an attrac-
HOUSE IMPROVE-
tion to the older audience but have
THE YOUNGER MENTS WITHOUT
a new modern appear towards the
FORKING OUT A
product hopefully bringing new
THE BETTER ARM AND A LEG”
custom to Rhino.

| seven
 This is the first Animation i have made. This is just a short clip
showing the six different samples i had recieved from Rhino
it would show all flooring this week. The idea for the main video would run in a
similar way, showing the full collection and patterned flooring
the possilbities of Rhino have to offer and i will build around it. Putting the floor
research flooring and shows within rooms of a house constantly having the floor changing
and the funiture around it changing, to fit this pattern type on
the viewer a quick the vinyl flooring. By doing this it would show all the possilbi-
look at the huge ties of flooring and shows the viewer a quick look at the huge
catalague of different floors Rhino have to offer.

IDEA
catalague of dif-
ferent floors Rhino
have to offer.

This idea of making the room up of stop motion

would not look as exciting if shot on it’s own, like the
images on the Right show. It needs some colour and
a nice tactile feel too it. Something that will make the
viewer want to be part of the advert.
these screen shot are taken from my first rough
animation which can be found on the disc with this
presentation.
FIVE IDEAS
FOR OUT-
COMES
 - BRINGING THE OUTSIDE INSIDE IDEA.

- NOT REAL BUT LOOKS REAL IDEA.

- 3D LETTERING IN DIFFERENT HABITATS IDEA.

FIVE IDEAS THAT COULD WORK
- STOP MOTION ANIMATION IDEA.

- SO EASY TO LAY YOU WILL WANT TO LAY IT ALL DAY IDEA.

 BRINGING THE OUTSIDE
INSIDE IDEA

The idea of bringing the outside inside comes from these photographs from Tim
Walker a fashion photographer mainly featured in vogue magazine. His active
imagnative mind has abled him to create these highly creative habitats making a
world of his own. He uses viberant colours and over sized objects which give his
images a surrealist dream like feel to them.

If i were to produce this idea i would somehow work with the idea of the floors
realistic look and feature the habitat it naturally comes from i.e wood, i would
create a forest in a room with the floor to acompany the image bringing the - Memorable
‘BRINGING THE OUTSIDE INSIDE’ idea into place. - Surreal
- Vibrant
the visuals to the right of the page highlight my main ideas for how i would set - Built habitats
this out. I have ideas for a television advertisment, which would involve stop - Engaging tactile environments
motion animation but this would involve studio space, lighting, vegitation and a - Fun
small creative team to make this possible and a few pounds also. - Dream like
 NOT REAL, BUT LOOKS REAL IDEA

The concept of having a natural looking advertisement campaign, slightly dated feel
too it. This photograph i found on a blog from the internet when i searched norway
forests, this fantastic photograph appeared i love the way this photograph has this
personal, homely feel attached to it making the image holds great interest within.

I would like to shoot a series of photographs in woods and other certain areas where
rhino flooring would be naturally sourced from, if it were to be real ! This would
bring to attention the realistic looks of rhino flooring to show and also bring an at-
tractive visual too the viewer.
Within these images/motion advertisment would feature Rhino flooring either hidden
within the floor of the area i.e woods, it would be hidden with plants and overgrowth - Retro style
of the woods floor. Or if this idea was taken and produced into a television advert - shot on location
then the theme would be different floors different birth places being the same to the - Natural feel
photographic based concept, but too then have people returning it too the natural - Possible TV advertisment in this style
birthplace thinking that it is too good to be in their house as floor and want to return - personal homely feel
it back to the rightful owner, again i.e the woods...
3D LETTERING IN DIFFERENT
ENVIRONMENTS IDEA

It would be nice to show to the customer the differant floors fitted in rooms
around a house. This would show off it’s realistic looks again and to make it a
little interesting include 3D lettering to tell you about the product and make a
- Modern
more exciting booklet to advertise Rhino Flooring. To give the product a natural
- New interest
feel like the finished flooring patterns theirselves, it would create a new image
- New packaging
for them and maybe introduce new, younger custom if the packaging were to
- Making VF the thing to have in 2010
be more modern and exciting. Floor can be a very boring thing to buy and this
would be a good way to give the product some attitude.
SO EASY TO LAY YOU WILL WANT
TO LAY IT ALL DAY IDEA
This idea comes from two things, old colour-
ful houses and an open day posters taken
from the St. Martins advertisments. These
adverts were cardboard cutouts of people do-
ing things in a studio, this is interesting as the
final image actually looks like the people are
there doing these things in the space but they
are not.

The idea of mixing these two things together

came to my head and produced this thought.
To play with the idea that Rhino flooring is
really easy and fun to lay that you would
want to lay it all day long.

So you would have a series of adverts of

people laying their floors onto the streets
they live in and onto roads etc. Staged pho-
tographs would be taken to produce posters
holding all the information on Rhino flooring.

it could even be an installation in a D.I.Y

store such as B&Q or Homebase, Producing
a full cardboard pop up advertisment similar
to the poster outcomes.

- Store installation
- Street attention
- Photographic based
- 2D made to look 3D
- Easy to lay and is fun
STOP MOTION ANIMATION IDEA

Stop motion animation is an exciting way to take this project. You can create a
make believe environment and call it want you want. You can really have fun
with this technique and produce highly engaging motion pictures with it. It would
be good to play with the idea of selection and how many different patterns and
floor finishes there are on offer with Rhino flooring. Producing a short clip that
could be shown on television, underground video billboards and web based view- - Fun
ing. - Engaging
- Remembable
The idea would consest of a paper based set like the one featured above from a - Talking point
Michel Gondry video he did using a stop motion technique. It’s a really exciting - Cheap
and fun way to show a product if done right i belive and if something on these - Paper based outcome
lines were to be shown on televison it would be something people would talk
about and remember as a fun advert, making then maybe look into the product
involve i.e Rhino flooring.