ROAR Organic Ad Campaign
ROAR Organic Ad Campaign
ROAR Organic Ad Campaign
Date
April 3, 2024
Tags
Brand Identity, Multi-Media Marketing
Speculative Motion Graphic
Speculative Motion Graphic
Speculative Motion Graphic
Instagram Reel
Instagram Reel
Instagram Reel
Case Study
Case Study
Task
Task
Task
To create a multi-media advertising campaign that raises awareness of a product, service, or organization to help them meet their goals. Done with in a group of two.
Tools
Tools
Tools
Microsoft Word, Adobe Acrobat, Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Adobe Premiere Pro, Adobe Media Encoder
Microsoft Word, Adobe Acrobat, Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Adobe Premiere Pro, Adobe Media Encoder
Company of Choice
Company of Choice
Company of Choice
ROAR Organic Canada
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
Existing Branding
Existing Branding
Existing Branding
ROAR’s existing branding although minimal, is quite consistent throughout their social media channels and their website. Hosting an array of bright colours and fruitful designs, their brand image emphasizes fun, summer, and refreshment.
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
Opportunity
Opportunity
Opportunity
ROAR’s current content is exclusively short form (videos less than 30 seconds long) with no longer ads. Most of their content revolves around influencer sponsorships and product shoots. While their media presence is not bad, there are not many different kinds of media or strong relatability to the target consumers in their ads. More content, specifically ads that contain relatable aspects such as characters and scenarios could drastically help their media presence and solidify them as a staple in the hydration drink market.
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
New Campaign Concept
New Campaign Concept
New Campaign Concept
The new campaign seeks to increase brand awareness, social perception, and consumer base by creating more content that is relatable, and highly exposed through multiple digital and non-digital mediums. The target demographic will be expanded as well, with hopes of tapping into a male audience that holds the same values of health, and active living as the current - primarily female -audience.
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
In today's digital age, the way we consume news and information has undergone a profound transformation. With the rise of social media platforms, the accessibility of information has increased exponentially. However, this newfound convenience comes with its own set of challenges, particularly concerning the credibility and reliability of the content we encounter.
Process
Ideation
During the ideation phase, my classmate Tyler and I brainstormed ideas, drawing inspiration from ROAR's existing branding and our insights into consumer preferences. One of the primary challenges we faced was the initial difficulty in settling on a concept. We grappled with multiple ideas, each with its merits and drawbacks. We engaged in research, seeking inspiration from successful marketing campaigns and analyzing consumer behaviour. Also considering that ROAR’s company lacked a large foundation of multi-media and the addition of any content at all would be greatly beneficial in promoting the brands popularity and online presence. Eventually, we settled on the concept of "Restore with ROAR," which emphasized the brand's joyful branding and health benefits, aimed at creating more digital awareness of the brand.
Planning and Organization
With our concept in place, we transitioned into the planning and organizing phase. This phase included acquiring equipment, location scouting, and deliverable storyboarding and drafting. One of the main challenges we encountered during this phase was managing the logistics of scheduling and coordinating resources. With numerous tasks and timelines to juggle in a short span of approximately 2 weeks, organization was key. We developed a comprehensive production plan, outlining each task and assigning responsibilities accordingly. Regular communication and coordination helped us stay on track and ensure that everything ran smoothly.
Process
Production
With Canon 90D DSLR and Sony a7 cameras, along with DJI RS 3 gimbals, we embarked onto the production phase. Utilizing our production plan, we captured various visuals that brought our concepts to life. One day included working with my good friend Hazara to film sports footage for my spec ad. The highlight of our production was a product shoot in a professional photography studio, where Tyler and I experimented with lighting and composition to creatively showcase ROAR's products in the best possible light.
As a designer and critical thinker, my journey into exploring this topic began with a personal revelation sparked by conversations with my roommate. Engaged in political debates fueled by misinformation from TikTok and Instagram, I witnessed firsthand the alarming trend of my generation relying solely on social media for news and political discourse. Reflecting on the implications of this, I embarked on a mission to showcase the importance of reputable news sources and the dangers of misinformation on social media.
Drawing from research of scholarly articles, government websites, and population studies, I uncovered startling statistics that confirmed my initial thoughts. It was evident that the majority of millennials and Gen Z-ers prefer social media platforms over traditional news outlets. Moreover, the fact that fake news spreads faster and wider than the truth poses a significant threat to societal cohesion and informed decision-making.
With a clear understanding of my video's purpose, I set out to craft a compelling narrative that would resonate with my chosen audience—primarily Canadians and members of my generation who are going to spearhead the future in leadership and decision-making. Navigating the complexities of recent legislative developments regarding news on social media posed a challenge during my project's conceptualization, due to the passage of a recent bill in Canada which triggered significant discourse with major social media companies such as Meta and TikTok and eventually had Canadian news banned on various social media platforms. For the sake of my video, I decided to disregard this information as it would just further complicate my short video and take away from the primary message.
I crafted a script designed to engage viewers by rhetorically appealing to their emotions (pathos), highlighting the negative impact of social media. Incorporating statistics such as "85% of Gen Z acquires news from social media" added credibility (ethos) to the message. The conclusion of the script appealed to logic (logos), emphasizing the consequences of not addressing the issue. Throughout the process of storyboarding and prototyping, I focused on imagery associated with politics, using vibrant colors and symbols to reinforce key themes. Consistent font and color choices were made to enhance visual impact. The video's central theme—a simulated phone screen scrolling through social media—was chosen for its relatability to viewers' experiences as they are likely to watch the video on a phone while scrolling a social media feed. Some of the feedback I received from my peers and teachers during these early conceptual phases was that my idea had potential and it would rely on effective execution.
Without any previous practice with Adobe After Effects, I embraced the opportunity to learn and experiment, honing my skills through practice and feedback sessions. Iterating through rough drafts and practice exercises (ICE6), I welcomed critiques and suggestions, refining my vision to enhance clarity and impact. Most notably, I ended up reimagining the opening scene to feature conspiracy theory protestors as opposed to a politician—a more striking symbol of the misinformation prevalent on social media platforms.
The creation process started in Adobe Illustrator, where I tediously crafted many graphic and typography files from scratch. This step was time-consuming, particularly the creation of the first protest scene. Each scene of the video was created in its own file, which was then seamlessly integrated into the Adobe After Effects project timeline. This facilitated easy editing and adjustments throughout the production process, thanks to Adobe's smooth integration capabilities.
I dedicated time to experimenting with various sound effects and music tracks until I found the ones that best complemented the visuals. After many days of work and continuous refinement, I was finally happy with my project. This project has been one of my favourites to date, as it not only started to hone my proficiency with Adobe Illustrator and After Effects but also deepened my understanding of rhetoric implementation in video creation. I hope you find the video as enjoyable as I found the process of creating it.
Post-Production
As the production phase concluded, we quickly transitioned into the post-production phase. This is where the real magic happened. With Adobe After Effects, Premiere Pro, Illustrator, and Photoshop, I sorted and edited the footage as well as created new digital graphics, crafting spec ads, motion graphics, and printable media that aligned seamlessly with our campaign concept. Iterating through rough drafts and practice exercises, I welcomed critiques and suggestions, refining our vision and enhancing clarity and impact.
Presentation and Reflection
The culmination of our efforts came during a presentation to the class. Leveraging my skills in web design and development, I created a presentation website to showcase our project in a simple yet engaging format. During the presentation, Tyler and I walked our classmates through the journey of our project, highlighting the creative process, challenges, the impact of our campaign on ROAR's brand identity, and most importantly our final deliverables.
As we reflected on the process of this project, both Tyler and I appreciated the opportunity to apply our skills and knowledge in a real-world setting. The positive feedback we received reaffirmed our belief in the power of collaboration, creativity, and effective communication in telling stories, highlighting products, and boosting brand engagement. I really enjoyed this project as it helped me hone my product placement, branding, and marketing skills in a partner setting, expanding my skills of visual communication through multimedia advertising. I am also proud to say that all the media showcased above was created entirely by myself and from scratch.
As a designer and critical thinker, my journey into exploring this topic began with a personal revelation sparked by conversations with my roommate. Engaged in political debates fueled by misinformation from TikTok and Instagram, I witnessed firsthand the alarming trend of my generation relying solely on social media for news and political discourse. Reflecting on the implications of this, I embarked on a mission to showcase the importance of reputable news sources and the dangers of misinformation on social media.
Process
Process
As a designer and critical thinker, my journey into exploring this topic began with a personal revelation sparked by conversations with my roommate. Engaged in political debates fueled by misinformation from TikTok and Instagram, I witnessed firsthand the alarming trend of my generation relying solely on social media for news and political discourse. Reflecting on the implications of this, I embarked on a mission to showcase the importance of reputable news sources and the dangers of misinformation on social media.
Drawing from research of scholarly articles, government websites, and population studies, I uncovered startling statistics that confirmed my initial thoughts. It was evident that the majority of millennials and Gen Z-ers prefer social media platforms over traditional news outlets. Moreover, the fact that fake news spreads faster and wider than the truth poses a significant threat to societal cohesion and informed decision-making.
With a clear understanding of my video's purpose, I set out to craft a compelling narrative that would resonate with my chosen audience—primarily Canadians and members of my generation who are going to spearhead the future in leadership and decision-making. Navigating the complexities of recent legislative developments regarding news on social media posed a challenge during my project's conceptualization, due to the passage of a recent bill in Canada which triggered significant discourse with major social media companies such as Meta and TikTok and eventually had Canadian news banned on various social media platforms. For the sake of my video, I decided to disregard this information as it would just further complicate my short video and take away from the primary message.
I crafted a script designed to engage viewers by rhetorically appealing to their emotions (pathos), highlighting the negative impact of social media. Incorporating statistics such as "85% of Gen Z acquires news from social media" added credibility (ethos) to the message. The conclusion of the script appealed to logic (logos), emphasizing the consequences of not addressing the issue. Throughout the process of storyboarding and prototyping, I focused on imagery associated with politics, using vibrant colors and symbols to reinforce key themes. Consistent font and color choices were made to enhance visual impact. The video's central theme—a simulated phone screen scrolling through social media—was chosen for its relatability to viewers' experiences as they are likely to watch the video on a phone while scrolling a social media feed. Some of the feedback I received from my peers and teachers during these early conceptual phases was that my idea had potential and it would rely on effective execution.
Without any previous practice with Adobe After Effects, I embraced the opportunity to learn and experiment, honing my skills through practice and feedback sessions. Iterating through rough drafts and practice exercises (ICE6), I welcomed critiques and suggestions, refining my vision to enhance clarity and impact. Most notably, I ended up reimagining the opening scene to feature conspiracy theory protestors as opposed to a politician—a more striking symbol of the misinformation prevalent on social media platforms.
The creation process started in Adobe Illustrator, where I tediously crafted many graphic and typography files from scratch. This step was time-consuming, particularly the creation of the first protest scene. Each scene of the video was created in its own file, which was then seamlessly integrated into the Adobe After Effects project timeline. This facilitated easy editing and adjustments throughout the production process, thanks to Adobe's smooth integration capabilities.
I dedicated time to experimenting with various sound effects and music tracks until I found the ones that best complemented the visuals. After many days of work and continuous refinement, I was finally happy with my project. This project has been one of my favourites to date, as it not only started to hone my proficiency with Adobe Illustrator and After Effects but also deepened my understanding of rhetoric implementation in video creation. I hope you find the video as enjoyable as I found the process of creating it.
Social Media
Social Media