After several psd layers, this if the final outcome for my Lavazza ad.
What I really like about it is how it strays from the usual Lavazza persona. This dark take was inspired by my personal interest in horror. By featuring Jason Voorhees as the character for my ad, I felt that he would be more recognisable as he is one of the well known monsters/killers in horror movies and video games.
What I struggled with while doing this project was figuring out how to turn the day background into night time. I also had difficulty understanding how to work with tones and saturation to fit the mood of the ad.
Working with other elements I felt that it was easy, for instance, removing highlights and filling in shadows.
Another struggle I encountered was turning the image into a portrait as I felt that pose/position of the character was awkward.
Personally, I’m not too pleased with the portrait and felt that I should have shot it differently to give the image more context. Another thing I could have done was bring up the brightness more but I was also trying to maintain the creepy mood of the image which is why I made the decision to leave the brightness as shown in the images.
Overall, I did enjoy doing this project as it allowed me to creatively flourish and challenged me to focus on details and create a visual narrative; something I’m not confident of sometimes.
Some good tips for retouching.
Danielle Tunstall specialises in horror photography where her work features gore and horrific characters that she creates through her photography, post-production and make up.
I like her style because it’s shocking to the viewer. A first glance at her work showcases the incredible detail of her craft. I admire her post-production skills because her photos almost seem like hyperrealistic illustrations/graphics rather than an actual photo.
I think by applying her dark style of post-production editing would work with my ideas for Lavazza, as that also takes on a dark theme.
When it was mentioned that we’re allowed to create our project based on any genre, I naturally felt inclined to design an ad with dark humour.
I looked into other companies that have made a funny product advertisment with a dark twist and found a variety of them related to a tv show series, an adoption centre and another that features the classic Frankenstein’s monster.
Out of those what pulled me in was the Smirnoff ad with Frankenstein’s monster. That advertisment was made during the 1960s and featured in a magazine for Halloween. Smirnoff’s aim was to promote halloween themed drinks for an adult audience.
What I want is to recreate something similar to that but featuring a more recent character. I thought of using Jason Voorhees as the face of Lavazza’s ad campaign.
What I envision is to have Jason in the foreground of the image, having a cup of coffee. Behind him would be a pile of dead bodies, freshly killed by our protagonist. To emphasise on humour and the motif of the coffee brand, each dead body will hold a Lavazza coffee bag or cups and saucers. This would be set in the forest because the character is known to perform his murders in there or near a cabin by a lake. A final add to the advertisement would be a slogan that’s going to feature on it which would say “Lavazza, coffee to die for!”.
In my first time round, I met a man named Danny Richardson and had a conversation with him in a cafe I frequent in Carnaby. Dan is one of the homeless people that I have interviewed (or more like having a chat with) about his life and experiences with living on streets. Going into this slightly unprepared, I decided to ask a few basic questions that could give an insight of his life. It started off with a bit of jokes but the conversation quickly took an emotional turn which almost led me to tears. Almost.
The link attached is my conversation with Dan: Audio
In trying to improve on my social skills, I watched this video of Brandon Stanton’s approach to talking to strangers. His advice is the following
- energy: nervousness makes it difficult for strangers to want to be comfortable. Be relaxed.
- dont approach from behind: it’s just weird
- Maybe bend the truth a little: Approach them with the intention to have a conversation, then pop the camera out for a photo