creative process

Digital Photography & Image Processing (MD8107) Ruth Yong Jing Jing P2008703 DMAD/FT/1B/03

Title: Pain will pass Brand: Salonpas Message: ● To take care of their physical health and body posture when they doing work. ● One day, the pain will end. All the pain will be worth it. (Feel rewarded) ● With Salonpas, it acts as a pillar of support, it helps you to keep moving and going. MENU

Secondary Research (Students) ● Sitting through a lecture, studying, or taking a test involve prolonged periods of sitting in awkward poses ● Cause muscles and other soft tissue to stretch or compress ● Lead to discomfort and back pain in students. ● It’s even possible for nerves to become inflamed as a result. ● Laptop computers and tablets have become invaluable study tools for students ● Their size and portability cause students to hunch over them or use them in positions that result in sustained poor posture. = Back pain is caused from poor posture, long hours in awkward positions MENU

Secondary Research (Office workers) ● “Lower back pain is common among office workers with the one-year prevalence ranging from 23% to 38% . ● A cramped workspace can also cause tension if employees cannot move freely. ● Office chairs that do not offer proper lumbar support and other ergonomic features may encourage poor posture that leads to back pain. ● Sitting for an extended period of time without standing or stretching also contributes to office back pain. = Back pain is caused from bad posture, long hours sitting, lack of space to move MENU

Secondary Research (Housewife) ● Millions of women experience strenuous daily work conditions in domestic labor, often in addition to a formal job. ● Women’s domestic labor, which involves tasks such as cleaning, cooking, water fetching, manual washing of clothes, and family care duties, may be as physically, emotionally and time demanding as structured paid work ● Back strain can be caused from lifting and carrying a baby or toddler on a daily basis. ● It may be the result of lifting incorrectly or the actual weight load and frequency of lifting. = Back pain is caused from tough activities from labor MENU

Insight ● Back pain is occurred due to a. Office workers: Bad body posture in long hours b. Students: Heavy bags, bad body posture c. Mothers: Awkward positions and strenuous activity - take note of our posture to take care of our backs to within long hours MENU

Concept Plot: Each individuals have our own struggles and responsibilities to handle. We work hard to strive and reach our goals. (family, achievement etc.) Purpose: Hope they are able take more rest and exercise often to prevent back problems People: Different stages of life, a woman growing up to become an adult (youth > adult) Place: Slope, hill, mountains (location at requires someone to climb with difficulty, it shows the struggles & pain of the individual climbing up for success MENU

Distribution method (Delivery) Audience: Working adults and students (especially office workers and housewives or occupations that requires strength and endurance) ● Share with my friends, secondary school juniors and teachers, relatives and neighbours to see my work ● Share my photography through Instagram and website, as many adults and students (target audience) mostly use Instagram as their social media platform MENU

Distribution method (Call of Action) ● When the target audience see this picture they are able to see that hashtag (#painwillPASs) ● This is because the brand is named as Salonpas, the word “pas” can be seen as “pass” like how the pain/stress will slowly go away and relieve. This shows on how we should not take it hard on yourself and rely on Salonpas to help with your pain. ● I want the target audience to know that when they use need to use the Salonpas, it is time for them to have a break/to rest as it shows their body are breaking and tiring themselves out. ● They can get Salonpas to help and relieve their neck, back and leg pain to relieve the muscle strain and stiffness of their body MENU

Visual Comp. MENU

Key Visual MENU

Supporting Visual MENU

Treatment Erik Johansson I chose this artist because i really like how he adjusted the light and making use of scaling and size. Trying to explore different perspective of each shot. Additionally, he include elements of movement and leading lines. MENU

Treatment Martin de pasquale I chose this artist is because i like how he exaggerate/manipulate his object to catches one’s attention and focusing on the main object. MENU

Moodboard (Colour Scheme) MENU

Moodboard (Wardrobe) MENU

Wardrobe (Styling) Student: Office Worker: Housewife (Mother): High ponytail, clean Low ponytail Claw clip hairdo MENU

Moodboard (Typography, Illustration) Sans serif fonts: Futura, DIN, Gill sans MENU

Lighting Diagram (Model) ● As during night time, the light will not be as bright as the sun so by using the vertical/strip light, positioned at the top of the head, can reflected on the head. ● The octagonal soft light at bottom left to show the body in the night time. MENU

Lighting Diagram (Product) ● For the object i will be putting it on a table or the apple carton boxes to have a higher standing. ● Then, i will be using a octagon light (soft) to shine from the back to give white background of the of the box/packaging ● Using a white board/ as a reflector if it caused any shadows MENU