TASK 2
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Analysis & DEVELOPMENT
CREATIVE ANALYSIS AND DEVELOPMENT
thinking LATERaly
thinking LATERaly
Lateral thinking is: the solving of problems by an indirect or creative approach, i.e seeing things from new, different, or even sideways perspectives.
The words used to describe a Coke can
To think lateral, we then take the word fizzy, note the words we associate with it and then expand further to find new qualities and ideas.
THE TASK
THE TASK
Here's the brief: Take one of the themes from your ME List, and one of the aspects that you identified in your breakdown of a can of Coca~Cola, then see how you might approach communicating Coke’s USP as being ‘thirst quenching’, from the perspective of your theme. Write an outline of your concept.
THE IDEA: COCA-COLA AND M.E.
THE IDEA: COCA-COLA AND M.E.
Coke is instantly recognisable. We shall lean into this with an advert that relies on what the audience already knows about the brand and the drink itself.
One of the themes from my M.E list is sound and soundtrack that is memorable and recognisable. (Motifs that feature throughout a tv show or film) . We apply this to our promo by using the iconic sound of the mechanical lid opening on a can as a motif for the brand.
We strip back to basics with a minimalist approach, focusing on a vivid red depiction of the can and logo on a white background combined with a strong sound design. No music.
Drinking Coca-Cola can be broken down into three steps:
Take the can
Open the can
Pour the drink
...then well, drink the drink
Our promo should use clear recognisable sounds to show these steps. For example, the can opening, the 'pssh' sound, the fizzing and the pouring.
Close your eyes and imagine holding a can of Coke, find the lid and pull it. Hear the sound that we all know. Imagine pouring it into a glass. You can hear the fizzing and frothiing of the drink. Now let it sit, hear the bubbles rise.
We can cement this together in a long form and a short form version of the advert. The long promo will contain a voice over: "You know the sound. You know the taste. You know Coca-Cola.", on top of the footage of a glass being placed down, the can opened and poured. Ice can be used in the glass to make the drink appear more refreshing.
The short form advert can exclude the dialogue entirely and rely solely on the sound effects.
I think that holding steady on a shot of the can, watching the bubbles rise would be an effective way of communicating the thirst-quenching aspect of the brand. Let the audience sit and naturally feel thirsty and realise an ice-cool Coca-Cola would be just what they want need.
Task 2
Task 2
Consider your favourite directors and the 'look' of their films, or the subject matter that they keep coming back to. Can you identify running themes within their work? Make a list of your observations, and create a section in your blog with illustrations.
Response: See the Directors page on The Trove (limited and lacking examples, but will be continually built upon as I watch new things)
Next: Stealing like an Artist.
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