Advert

photography
 By the end of this project, I want to have created 4
adverts, one for the side of a bus, one for a
billboard, one for a social media post and one for a
magazine. I want these adverts to be eye catching
and interesting to the consumer. Both the product
and the brand name needs to be clear, and the
Statement of colour scheme needs to be cohesive and pleasing
to the eye. I want to base my advert on something
Intent fashion or fragrance related, and I want it to reflect
something of designer quality, but it be far more
accessible to more people. The adverts will look
like a complete collection, but all be slightly
different and their design to create variety and to
allow them to fit different advert shapes.
My first inspiration came from the
way fashion magazines are
advertised so I compiled a Magazines
collection of these to begin my
research on fashion adverts and
photography.
Fashion
 My second idea was to advertise a perfumes brand and so I began also
Perfume compiling different perfume adverts to give me an idea of which I
would prefer to use to springboard my project.
 I also began collecting billboard examples A l ot of these billboards use complex

Billboards with lots of variety to begin exploring the

composition of these.
ba ckgrounds to fill the space a nd a dd detail and
then s implistic images are laid on top, often
us i ng the rule of thirds, to gi ve a cl ean, clear
mes sage to the vi ewer.
 • Vogue – TA women 20-40 I began to take a lot of
Brands and • Elle – target audience women inspiration from high fashion
because I love how
their target 18-49
experimental their styles are
• Alexander Mcqueen and I wanted to incorporate
audience • (https://www.alexander this element into my advert.
mcqueen.com/en-gb/shows-
article4)
• Gucci – high-status, high-
income customers
• Chanel – wealthy 20-80 years
• Prada – elite class
• Eilish – teenagers, women
I then began to research into the
creative figures and history of alexander
McQueen as their collections inspired
me and resonated with me the most.
Alexander
Mcqueen
• Created in 1992, originally to shock and cause controversy
• Creative director – Sarah Burton
- "Following his tragic death in 2010, Alexander
McQueen's longtime colleague Sarah Burton was charged with
continuing the great designer’s legacy. Having worked with
McQueen for 14 years, Burton has subtly shifted the house’s
aesthetic while maintaining its iconoclastic codes. This has
seen Burton produce collections inspired by apiculture and an
episcopal combination of popes, saints and angels."
(BoF500.com)
• Photograpgher – Nick Knight (https://www.nickknight.com/)
• BTS Photographer – Ruby Pluhar ("Her role involves
documenting the process of each collection in development
within the atelier, shoot days and at the live shows.")
• https://fashionmagazine.com/style/alexander-mcqueen-
mycelium-runway-show/
 Alexander Mcqueen uses bold colours and shapes,
using skirts and ruffles to create layered affects.
They use contrasting colours to make their
designs pop and have a lot of focus on the

Alexander Mcqueen Fashion

silhouette. This is particularly seen in the black
dress on the far right and the white and red dress
on the far left as while both use different levels of
complexity, even in the simple design the
silhouette of the dress is one of the key aspects of
the creation. This inspires me to focus on both
silhouette and the colour pallet of the design,
which I will do further research on before
selecting my outfit.
Fashion Photography Here I began to compile some work from
fa s hion photographers whose s tyle I wanted
to i ncorporate i nto my own photography.
For exa mple, this pair of
i ma ges uses complex
a l most spooky outfits to
gi ve a contrasting effect

• Tim Walker

• Nick Knight I love the creative and alternative

styles used by Time Walker and Nick
Knight as the colours are bold and
some of them have a dark or
intriguing aspect about them which
I feel very inspired to try to recreate.
Corrinne Days style is far lighter and
more innocent however, this
contrast is eye-catching and creates
a confusing emotional response as
the oxymoron of the light and dark
• Corrinne Day is so conflicting. This will be useful
in my photography since alexander
Mcqueen often includes both light
and dark elements in their outfits
and style of photography which
means I can utilise this inspiration in
my shoot. As well as this, the
contrast is eye-catching which will
be useful when advertising a
product when making it noticeable.
 Both Perfi do a nd Bisang use
qui te mi nimalistic s tyles in
thei r a dvert photography to

Advertising photography Here I researched s ome photographers work specifically dra w a ttention onto the
a i med a t advertising to help me to create i deas for poses product. Their use of negative
a nd compositions for my own adverts. s pa ce and either
monochrome or popping
col our lends itself well i n the
context to each i ndivi dual
product. The cl ean text a nd
i ma ges make it very easily
• Eolo Perfido cl ear to the vi ewer what the
product i s immediately. The
s i mplicity of the black and
whi te allows the most
rel evant parts of the product
to pop out. It also give focus
to the s ilhouette of the image
whi ch inspires me to think
a bout the silhouette of the
outfi t I put together to allow
i t to be a strong shape in the
fi nal i mages. In s ome of the
i ma ges the saturation has
been increased to allow the
• Bruno Bisang i mportant parts to po out in a
di fferent way. This adds a
more pl ayful aspect to the
i ma ge and inspires me to
ens ure there is some form of
col our in my s hoot which I
ca n dra w out to allow to
i ma ge to be bolder a nd
bri ghter. Finally, the poses
a re for the most part angular
a nd dynamic which give the
photos and strong and
confi dent atmosphere and
dra ws the eye i n even more.
Where modes have tensed
mus cles further a ccentuates
thi s as the tightness also
a l lows for s trong s ilhouettes.
 The s trong dynamic shapes a nd a ngles and use of the rule of thirds i n these
photos create a bold confident presence which is very i mportant in
a dvertising photography a s the vi ewer is drawn i n by the confidence. This also
i ns pires me to experiment with dynamic shapes myself to increase the
bol dness of my i mages and to l end to a n advertising Lense.
Poses for photos
The a ngle of this i mage adds a creative dynamic
whi ch doesn’t come through in the other i mages
ma ki ng it more interesting to l ook at. Not only this
but because of the angle the photo is ta ken a t the
product i s also more clearly s hown.
 Colour
Pallets

Alexander Mcqueen commonly uses quite monochrome palettes

in black and white, occasionally pulling in a red, green, blue or
yellow pop. I have compiled a selection of possible colour pallets
to give me inspiration. I think I will either use red and white
tones or stick to earthier green and black tones. This is because
some of my favourite creations from alexander Mcqueen use
these colours. They are both on my alexander Mcqueen slide.
Composition
• Composition in advertising can be used to make the advert seem balanced and eye catching and to purposefully
draw the eye around to specific parts of the advert.
• Some composition techniques include:
- rule of thirds
- golden mean
- Z and F visual paths
- body language (e.g. to portray confidence)
- eye contact, especially with beautiful people
- association e.g. Clothing with glamour and success
- fantasy – leaves a lasting impression, on both children and adults depending on the context of the fantasy
 • Brand clear, contrasting, bright, eye-

Clothing Ads •
catching colour pallet. The simplicity
makes it memorable.
However, the poses being so similar
whilst bringing symmetry also has the
effect of making it less interesting and
therefore less memorable.

• Clean colour pallet

• However, to much
going on, a little • Brand name clear, • Bright cohesive colour
distracting, no colour pallet cohesive, pallet, eye-catching,
clear visual path. contrast, clear visual the interesting styles
path. and colours will appeal
• However, the body to teens
language of the model • However, it is not clear
is very closed off what the brand is so
which conveys a lack there will be no
of confidence in the association between
• Simple design, product. the colourful ad and
product is clear the actual brand.
to the
consumer.
• However, to • Clear brand name,
simple, easily bold typography, bold
forgettable colour pallet. The use
• Clean and
simple of the same model
• Bright, good use composition,
twice creates
of colour, eye memorable
bright happy
catching, clear colour pallet. consistency, also the
images, use of • However, for a variety of poses is an
celebrity for bolder more improvement on the
appeal, clear dior ad as it create
eye-catching
visual path more to look at.
look the
• Typography background coul • However, there is an
interesting, d be lighter to imbalance between
however some is produce more black and white and
hard to read so is colour, which makes it
contrast.
not instantly clear less pleasing to the
to the consumer eye.
Layout planning
 • I am planning on taking photographs of some outfits I have put together inspired by the brand Alexander
Mcqueen. I have chosen to use this as my product because fashion is something I am very passionate about,
and I wanted to explore how you can make it marketable to relate to a target audience.

• I will shoot in the studio to allow myself to control the environment, so I can angle to lights to highlight the
aspects of each outfit is most relevant to the ad. This will also allow me to easily create the atmosphere I am
aiming for, and I will not have to account for undesirable weather.

• Through these photos I would like to show the beauty and the creativity that can be found in
fashion, especially fashion with darker and macabre elements to it. I want to show the intricacy and delicacy
that can still be held in designs inspired by darker concepts.

• The equipment I am going to use is a Nikon camera D7500

• I am going to use fast shutter speeds to reduce the light coming into the lense to create a darker more sinister
atmosphere. I will compose the image using bold poses and eye contact to convey confidence and beauty
through the confidence of the model...

Shoot plan • The main influences I have drawn from for this shoot are the designs by the brand Alexander McQueen and
the photography by Tim Walker, Nick Knight, Corrinne Day and Eolo Perfido. I found these most inspiring
because I like the mix of sinister designs and colourful eccentric designs that Alexander McQueen produces. I
also love how the photographers Tim Walker and Nick Knight use a mixture of bright colours and more
gloomy lighting arrangements to combine the sinister and exciting and colourful, this contrast really intrigues
me. I also love Corrine Days style of softer more feminine shoots; I find the shapes and atmosphere that these
create are both calming and intriguing to look at. Eolo Perfido creates both sinister personal work which I find
very inspiring and creative advert shoots with bright colours and clear visual paths, which make them very
memorable so I will be using these as inspiration when composing my advert. Finally, Bruno Bisang create
both sinister and lighter adverts and the composition and typography he uses creates very clear eye-catching
adverts which will help me when composing and choosing the colour pallet of my final product.
Composition sketches

Here are some examples of preliminary sketches I did to help plan the specific
photos I wanted to take. I used the bold angles and shapes from my research to
influence the plans for poses and composition.
Logo design ideas
I drew these on
Since I decided to create my procreate using
own brand for this shoot I had a mix of pencil
to create a logo. Since my last and inking tools
name is 'King' I thought I to create a
would use that as the name shaded layered
since it was small and affect.
memorable. I experimented
with other ideas like 'Fit for a
King' but whilst more creative
I preferred the shorter name. I
then created the slogan
'Revolutionising Fashion' and
began designing logos. I
decided on the skull in a crown
as I thought it successfully
incorporated the darker more
sinister atmosphere I wanted
to try and portray.
Contact
sheets

Chosen images

Don’t like composition

Over exposed
 Photoshop for magazine ad

I began by learning how to adjust the levels and how to use the spot tool on the image of Marta standing up. This
helped me to gage the type of editing I wanted for these photos. I then selected the image I wanted to use for my
magazine adI then had to use the selection tool to select the background, delete it and replace it with a slightly off
white wash. Then to clean up any black edges left over from selection I went around with the spot tool to match
them to the background.
 Photoshop for magazine ad

Once I had finished with the spot tool I adjusted the brightness, saturation, contrast and
levels to create a brighter image with more depth. I then selected and masked the
background to neaten up the hair and feather the edges slightly so they blend in more
smoothly with the background.
 I used to text tool and
I experimented with
the repeating shape
two different title
tool to create this
types I thought the
first one looked
quite messy so I
InDesign for magazine ad affect. I also changed
the vibrancy and
opacity to achieve the
opted for a style
shade I wanted to
more similar to
contrast with the
Vogue and Elle.
green.
Last touches on procreate
To finish off this ad I imported it into
procreate and copied and pasted the logo
into this project. To remove the white
edges around the writing, I couldn’t do this
with the selection tool as the writing was to
small and fiddly, so to solve this problem I
used a very small rubber brush size and
went around the edges of the words and
the image to remove all the white
background. I then used the eyedropper to
ensure colour consistency, but I then went
over the text using the same brush as
previously to ensure its vibrancy.
 Photoshop for social media ad

For this ad, my first step was to create a background, I wanted to have a more interesting background on this ad to
contrast to the single colour of the magazine and so I created this. I used the brushes in photoshop to draw black and
white over the screen. However, this looked messy and unprofessional so to solve this problem I took the smudging tool
and smudged the colours together into one smooth background image. I then imported the photo and selected the
background using the selection tool to delete it and transformed the image, so it was rotated the way I wanted it to be.
Photoshop for social media ad

I then used the different levels tools to adjust the image to how I wanted it. I increased the brightness to
make it stand out more to consumers and I also increased the vibrancy, saturation and contrast to make it
more eye-catching and to add more depth.
 InDesign for social media ad

Using InDesign, I focused on focused on creating the text. I didn’t want to just have plain text so to tackle this issue I tried
putting some shapes behind the typography; however, this took up too much space and looked messy. So my next
solution to solve this problem was to enlarge the text and then outline the slogan, and I planned to add more detail to
the typography later on in procreate. I also experimented with the eyedropper tool to bring the colour of the shirt into
the text of the slogan, this nicely incorporated all the colours in the image.
Last touches on procreate

I then imported the image into procreate and I

started off my outlining the words to give them a
3D affect which helped the brand name to pop
out more I also outlined the slogan for the same
effect. This was all done with the baskerville inking
brush. I then explored the variety of brushes to
add further texture as I still thought it looked
quite plain. I experimented with some angled lines
in the corners and over the background and I like
the darker tone it gives to the ad. Finally I copied
and pasted in the logo to complete the advert.
 Photoshop for billboard

Once I had chosen the first image for my billboard, I began by adjusting the levels to brighten the picture, further saturate
it and deepen the contrast. I then selected the background and turned it white and used the spot and brush tools to tide
up the edges and cover all areas that were falsely selected.
InDesign for billboard

I then took the image into InDesign and started using the text tool to add the brand
name and the slogan. I then experimented with the placement of both as I couldn’t
decide where helped to fill the space best. I then decided to place it down the bottom
to create a clear visual path.
More details on billboard

I then wanted to add a further image to the billboard, so I

selected the image of Marta and deleted the background
before importing it into the billboard design in InDesign. I
then decided to place it at the top to fill the space and
this also adds to the visual path.
Final procreate touches

I then later took the image into procreate and wanted to work on creating a more eye-
catching background. I experimented with this dot pattern trying multiple layers until it
was as busy as I wanted it to be. This darker background fits in with the theme of the
brand and compliments while not being the same as both the magazine and the social
media post. I then went in with the eraser brush and erased the pattern from over the
top of the images. At first, I couldn’t decide how much white space I wanted so I
experimented with creating white edges and creating a white border around the
images as well as the text. In the end I decided it looked more professional with the
pattern coming to the edges of the images. I then added pink ink to the lines around
Marta to tie in the colour of the text further.
Bus ad photoshop and InDesign
I have lost the screenshots, but for this advert I began by cropping the
image of marta. I didn’t select the background as I decided I liked the
affect of the shadows. Next adjusted the levels, contrast and saturation to
make the image clearer and stand out more. I then used the same
method as in the social media post to create the background on the bus I
just swirled the smudge tool around the edges on the image once it was
imported to make it fit more smoothly onto the add. I then imported the
image into InDesign and created the text. I experimented with different
colours but decided to make the brand name bolder I would outline it,
but the slogan was most obvious in white on this one. It became hard to
read in green or pink and the ad looked messy when it was outlined.

I originally got the image of the bus from -

https://musebycl.io/advertising/brilliant-outdoor-ad-or-waste-bus-side
 Procreate for bus ad

I began by
copying the logo I then experimented with different brushes and colours to add more
onto the bus eye-catching pattern to the advert. I began by adding green and
and filling the black clouds, but this felt messy. I then found a wavy brush and
end space. experimented with its placement and colour.

I thought black tied the ad together the most concisely and the other colours gave it a less clean feel. I also thought the
diagonal use of the brush looked messy and it was neater and more eye-catching along the edges in certain areas. Then
finally to add the final bit of pattern and to tie all the ads together I added in some diagonal lines to increase the texture
and blending in some areas.
 I think this advert is successful
because it is simple, and both
the product and the brand are
clearly visible to the
consumer. Because of its
bright colour scheme, it is
very eye-catching and
accessible to many different
types of people. The
Final composition of this is such
that there is a clear visual
Magazine path ending on the logo
Advert making that extremely
memorable
for consumers. However, in
some ways the simplicity is a
downfall, I think some of the
text could be made to stand
out more with some 3D line
work affects. Overall,
however, I think it fulfils my
overall goals as it colourfully
shows the consumer what I
want them to see.
Final Social
Media
Advert
I think that this advert was very successful in the sense that it is
busy, eyecatching and clearly shows the product and the brand.
The rule of thirds used in the composition helps to make it
pleasing to the eye and therefore memorable. The overlap of the
image and the background creates interesting layers and the
texture round the edge allows the personality of the brand to be
clearer to the audience than it was on the magazine. However, I
do think that the overall image could be a bit brighter to make all
the details obvious to the consumer.
 However, I think the
erasure of the background
from the text has made it
appear messy and if I were
to complete it again I think
I would create the
background first to avoid
Final this issue. I would also
place the logo down with
Billboard the brand name to make
the visual path more clear. I
Advert like the lines
around marta however I
Overall, I think this clearly conveys the message, think they are a bit casual
the colours are cohesive and the composition right now and though
creates a visaul path from the top image to the this make sthe produt feel
brand name to the second image. I also like the more accessible, I think
detail in the backdrop I think this creates an I would want them to be
interesting contrast to the images of the crisper.
clothing.
Final Bus
Advert
My favourite thing about this design is the blended edges around the
model. I think it is very eye-catching and makes the advert very
memorable. I also like the placement of the logo and brand name and the
various patterns add texture which pull the adverts atmosphere together.
I like how the composition fills the whole space without making it feel
crowded. However, I think that it would yet more eye-catching if the text
was clearer so in future, I will put more emphasis on making the text
clearer to ensure the brand name and slogan are immediately obvious.