DAS t4 cpj small file

DAS WEEK 12 Lesson Overview: This week was Our CA1 submissions, where we had to submit all our assigned works and have a presentation. Not just that, we had DAS flipped lessons on Digital Imaging for Advertising. Flipped lesson The ROLE of art direction What is the role of a art direction? - It is generally used to describe the process of organising and directing the visual elements of any communication media - In my opinion, It is where an art director uses emotions at the start, to progress and convey messages through the process of the production. Image reference: https://www.canva.com/learn/establish-art-direction/ It shows consumer breaking free from their marionette setup and choosing outfits based solely on their own wants and needs. What I observe: 1) Emotions: Self love, Play by their own rules, etc. 2) Good use of light pastel colours to contrast from main product. The photography was shot against a series of clean backdrops, the surreal imagery will appeal to those who have recently indulged their love of all things fantastical as evident by the slew of fairy tale movies and television shows abounding. Behind the art direction 1) Marionette Setup: A visual representation of manipulating seen below: the consumer from above by strings. The top positioning and proximity to the consumer make the marionette the 2nd focal point of the visual hierarchy. 1) Branding: It is to showcase the name of the brand and their main theme/message they want to showcase Most of the time, this is the last stop of the visual hierarchy. 1) White space, left & right: It To guide the viewers’ attention to the main visual - consumer & mannequin. 1) Consumer & Mannequin: It The main subject of this visual (consumer) is breaking free from the marionette above and rush towards her dream outfit (mannequin) from Harvey Nichols. The strategic position and size make the consumer & mannequin the first focal point of the visual hierarchy.































DPI x DAS shoot practice 1 This week, we didn’t bring our models into SP to practice, thus, my group and I came to school to practice with he lighting placements, etc. We utilised the moodpboard to play with the colours, lighting styles etc. The moodpboard was really useful when we were referencing it because it helped us know how much light should be used, low or high key shots etc. Thus, the mood boards was really useful during the preparations! We started to work on my This was the the camera set up groups poster mock up. Firstly, as well as the Front coloured we went to arrange the light set light settings. We took pictures up by utilising a back coloured because we needed to light and a front coloured light. remember the proper set up for This was done because we the next practice. want there to be 2 tone colours on the person. HAHA you can see me posing for the This was the new listing setting on pictures! I was the test subject . We the light stick. We ensured the personally liked this style of lighting a lot saturation was at 100%, so that we because we felt that it has a nice lighting lit could get optimum pure red colour on the body. With tints of light that shine shone onto the face, furthermore, onto the back of the body line, define the when the light shines on the skin, it shape of the body and giving it some will change colour abit, thus this depth of field. This was the set up we want setting was the best light set up we to go for in our final shoot. could use so far.































DPI X DAS Photoshoot: MASTER LUKE CAME TO THE RESCUE! My group didn’t get another chance to practice My ground I were extremely stressed at this poiunt. For with our talents, thus I was extremely nervous, the weeks of preperation, we felt unprepared. Although that I break out sweat in 18 degree weather, to we did work hard. We did not know how to create the see how we should photograph our talents. accent light, because when we tried it, it looks over Since our design looks very flat, we had to be saturated. Thus, Luke taught us how to handle the smart, and find ways where we can shoot our lighting verbally, and we managed to come out with talents, and use the various equipment in the shots we are satisfied with ! DPI shoot to bring out the depth of field instead of making the photograph look flat. Basketball shots: Test shot with accent light from Additional accent lights at the bottom With cool gel and colour the backlighting. to bright out the edges of her leg, led sticks as coloured since skin is shown. image backup. Tennis shots: This was one of our talents!for the shoot. We adjusted the height of the tripod to see what angle is best suited for the poster. We did this because we wanted to have a multitude of options to choose from. And we concluded that this 2 was the best shots we took of our tennis model. It may not look nice now, as our model is not actually playing tennis, but I will utilise photoshop to come and save the day!