First Digital Concepts

Below here area all kinda my ideas for the Gamer Computer Ad. I think these ads need to be a little more edgy, even graphic. Just mostly roughs and ideas for now, just to see how they look digitally.

First Concept

Here is my first concept. In my sketches, I had this idea of like, the computer having human parts, like a brain, or arms coming out of it or something. As I started creating it in photoshop, I thought it might be cooler if, instead of a desktop just sitting there with human parts and stuff coming out of it, maybe it would be cooler if it looked like a crime scene almost. Kinda like the computer had been destroyed by the living thing inside of it. So my idea is to have the computer strewn across the floor, being torn apart from the inside. Kinda like the computer was alive, and was so hardcore and powerful that it couldn't be contained. I wanted the ad to have a slightly unrealistic look. Not complete reality like a photograph, but slightly animated looking. I've just drawn the computer so far, but here's what I've got.

Lemme know what you guys think.

New Direction

After discussing this project in detail with my professor today, I have decided to take this project in a slightly different direction. My original idea for this project was to take computers and computer technology that exists, and advertise it in a new way. I would create designs for computer ads that would be unique, and eye catching. My series of ads would each target a different market of computer users, such as Designers, Gamers, Business persons, and Home PC users.

However, I have decided to tackle this project much the same way that I handled the Quick Brown Foxes Album cover project last semester. Instead of using and existing company or technology/computer system, I will create a new computer identity from the ground up. The first step will be to create a name for the company. Off the top of my head, I was thinking I could pick up where I left off last semester, and name the company QBF. I also thought of saber tooth. Kinda like a blue tooth, only on steroids. Any other suggestions are welcome.

Step two will be to create an identity for the company. The identity will consist of a logo, and off of that Logo I will build the series of magazine ads.

However, here is the twist. Since the computer market is already saturated with hundreds of computer makes and models, what will make my company different? It would be a much more interesting and effective project to create a new company, that is not just another computer company, but a company that has something new to offer. The company will need to have something new and exciting to offer to justify a new and interesting ad campaign.

My initial thoughts were to make the computers in each category different in some how. The business computers would have exceptional wifi capabilities. They would be more compact, or more integrated with video projectors for presentations. The gaming computers would be easily connected, wirelessly, to larger moniters or enhancements, and so on and so forth. As I thought about this idea, although possibly a good idea, I realized that if each group of computers had something cool, but different to offer, the ads would have no consistency, and the brand/company would have no cohesiveness or identity either.

The real solution to this project is to create a company that has a new technology available that are present in all its computers or gadgets. Something new that would appeal to each target market, but be applied in a different way. And then it came to me...what is in the future for computers? We live in a world now where search engines can predict what you will want to search for based on past searches, likes and dislikes. Smart keys for cars will adjust the seats, radio station presets, air temperature conditions and mirror angles based on who is driving the car. All this "smart" technology, and yet people are constantly complaining about computers not cooperating. Documents being accidentally lost or deleted. Malfunctioning, breaking, repairing, etc, etc, etc. I see the truly next generation in computers having a truly higher level of artificial intelligence. A computer that knows what we're going to do before we do it. I mean, sure we can set up different user preferences on the same computer...but how lame is that? Next Gen will go so much further. Saving our documents and organizing them for us. Keeping our appointments. Notifying us of things that we actually need. If we're researching a paper, it will bookmark the 20 most relevant sites to that topic before we're even logged onto the internet. It will basically do our job for us. It will be a computer that actually thinks. Gamers, Designers, Programmers, Business People, Home Computers.....there's something in it for everybody. The tag line could be, "The computer that thinks." for gamers: "the computer that plays you." etc, etc.

So my idea is that this idea and concept will be prevalent throughout the campaign, and will be advertised in different ways to different groups of people, thus unifying the company and the campaign under a central theme, and at the same time making something new and useful that separates itself from the saturated computer market.

TimeFrame

January 25 - February 1st - Research, Thumnails and Roughs
February 1 - February 8 - Finalize on concepts for each campaign. Detailed roughs for each campaign.
February 8 - February 15 - Start doing designs on computer for 1st group (gaming)
February 15 - February 22 - Fine tune gaming computer ad, and start working on final draft.
February 22 - March 1 - Final Gaming computer ad. Begin computer work on 2nd group (home PC)
March 1 - March 8 - Fine tune Home PC ad, begin working on final.
March 8 - March 15 - Final Home PC ad. Begin 3rd group, Graphic PC
March 15 - March 22 - Fine Tune Graphic PC and Begin final draft.
March 22 - March 29 - Final Graphic PC. Begin Business PC ad.
March 29 - April 12 - Work Graphic PC ad, and final draft.
April 12 - End of semester - Rework and fine tune all ads, and turn in finals for each.

Preliminary Research Summary

1st Group - Gamers/Teenagers
Why they buy computers?
Games
Graphics
Movies
Music
Latest Tech
Speed
Power
Peer Pressure

What accessories do they need?
Backpacks
Headphones
Mouse/Joystick
Speakers

What style are their ads?
Black
Colorful
Trendy
Stylish
Energetic
Glossy



Group 2 - Business Computers
Why they Buy?
Compact
Reliability
Portablility
Customer support
Durable
Price
Wireless

accessories?
Briefcase
Mouse
Headphones
Wireless

Style?
Blue, Black, White
Simple
Squares and Geometric Shapes
Static/Flat


Home Computers.
Why they Buy?
Size
Features
Fast
Style
Reliable
Versatile

accessories?
speakers

Style?
Creative
Fun
Colorful

Marketing Groups

As I have researched computer ads, and computer websites, it seems that there are definite groups that are usually marketed to within the computer industry.
1 - The Gamers
This is a group that consists mostly of teenagers or college students. The computers for gaming are usually the fastest, most powerful, top of the line computers. People who buy these computers, aren't buying them to make spreadsheets, or do homework. Its mainly people who just want a computer for purely entertainment. Because of the age group/genre of these computers, they are usually associated with lots of energy. Their ads are usually very energetic. Gaming computers also have a style of their own. The overall design of the computer is usually very sleek. Their ads usually reflect that, and are sleek, black or shiny. The concept for this ad would build around power, speed and badness.

2 - Business computers. These computers appeal to business computers. Usually people who use their computer regularly and travel with it a lot. These computers need to be compact, so they are easy to travel with. They also need to be powerful, so that business people can still make presentations and get their work done on it. The ads for business computers don't usually have to appear as "bad" as gaming computers, so their ads are usually a little bit lighter. They are also a little more "bland" in my opinion. Instead of lots of energy, the ads are more geometric, and focus more on Squares and solid shapes. However, I have seen a few ads that break the norm of the business computer ad. They are more conceptual, still have lots of energy, but don't have the black, sleek look to the ad. This is more the direction I would like to go. I think building a concept around compactness, and versatility would be important.

3. Home computers. These computers need to do a variety of things. Because more than one person will be using it, for several different purposes, it needs to be very versatile. Home computer ads can get away with being a little more cute and fun, have lots of energy, or be a little more static. I think building a concept around versatility would be a great concept.

4. The last group would be artistic/graphic design computers. This is a genre by itself, with the main company being apple/mac. These computers are usually top of the line also. However, they are marketed toward people who are creative/artistic. The ads for these computers are usually much lighter. They often have trendy designs such as the popular swirls and vector shapes. I think much of that is because that is really the way apple brands its ipods, computers, etc. Other companies that create competitive products tend to follow that trend. However I think these computer ads would be a great opportunity to create something truely unique and creative. I think for this ad I would like to do a completely conceptual piece, that doesn't make a lot of sense by itself, kinda like a Misha Gordon photograph or something, but still has a creative concept behind it.

5 If I need to do more than 4 ads, another couple of groups could be college students, or school computers. I blieve this group would combine a lot of aspects of both the gaming computers and home computers. However, the big thing about these would be price...so price might be and angle for these ads.

6 the elderly. enough said. That is its own brand by itself...

Introduction

For Independent Study at UVU, 2009:

As a preface to this project, I want to briefly explain my Senior Studio project from last semester. For that semester, I looked at album covers from the 1950's until the 1990's, and picked apart the graphic design styles for each decade. I picked the most prominent design styles, or the most easily recognizable, and created my own album covers for an imaginary band, "The Quick Brown Foxes." Each Album cover reflected the design styles of each decade from the 1950's until the 1990's. The purpose of the project was to see how design styles changed over time, including layout, typography and photography.

Building on last semesters work, the purpose of this project will be to take one company or product from the current time we are in, identify how the graphic style of the advertising for the product changes, based on who it is marketed to.
After my research is complete, I will create 5 magazine ads for a product of my choice. Each magazine ad will be marketed to a different group. The 5 different groups I would like to market toward are : Teenagers, College Students, Businessmen/businesswomen, Families, and Seniors.

I think each category is distinct enough, as far as who I would be marketing to, that I will easily be able to differentiate between the designs for each group.
In my preliminary research, I have visited different computer websites that market computers to different groups of people. Each site has a very different look and feel. For example, Alienware exclusively targets video gamers. Although gamers could be any age, most are probably teenagers. Their site is very sleek and black. Their animations and graphics have a very futuristic, technology based design. They are also usually pictured with headphones or a backpack, which a businessman or family probably wouldn't find as appealing.
On the Dell hompage, it even gives you the option to browse through two different categories of computers. You can look at either their home computers or their business computers. Depending on which direction you to, the site has a slightly different feel. The business computer page is much more grid based, while the family computers page has a little more hierarchy, and looks a little more hip/sleek.

Tomorrow I will be doing more research. Since my project is going to involve magazine ads, I will be purchasing a couple of PC magazines. Gamer PC obviously markets towards teenagers, while PC Magazine and Computer Shopper have a slightly different audience. The next step for me is to see what is generally included in a full page magazine ad. How much photography is used? How much typography is used? What is the basic layout? Are there any ads or sponsors on the page? Is there any fine print, about computer specifications or anything? What color schemes are used for each audience?