YCN Fedrigoni- Evaluation

Overall I have really enjoyed this brief, looking back our original ideas changed quite a bit, we originally wanted to create a three dimensional window display using the studio and making things out of paper mache, however our ideas became un-realistic and the sea life theme we were going for didn’t suit the look of Fedrigoni at all, although I would like to do a window display at some point in the future.

We both did quite a lot of research to begin this brief looking into various paper craft artists and their work, also looking into set design and GIFS as we both knew we wanted to step away from the computer and create something three dimensional and turn it into adverts. There are a couple of concepts that we debated going for including the concept of the environment as this is an area Fedrigoini are concerned about but its not necessary noticed. We decided to go with the ‘Imagine Italy’ concept in the end, making all things Italian out of paper.

We began working on what we wanted within the sets and the layout of them, writing lists of what we needed and planning our time effectively to make sure we had everything done for the deadline. We booked the photo-shoots well in advance to make sure that we had everything ready.

The first photo-shoot with the pasta machine went a lot better than expected, we got the photos we needed for the GIF and the poster advert. Where we began having problems was with the Vespa, as we didn’t have the Vespa before we made the window we didn’t know how big to make the window so we took a guess, if photographed well we probably could of got away with the fact the proportions were wrong however we quickly realised that there was no link between a pasta machine and a Vespa other than they both being Italian. Our ideas changed and developed from there.

As the Vespa didn’t work out, we wanted to keep with the Italian theme and realised we had already touched on food so we wanted to create a paper pizza to keep the designs recognisable. We created the pizza set using a blue plate to match the blue bowl within the pasta photo. We got inspiration for the paper pizza online, using the same papers from the pasta set the pizza was created, photographed and a GIF made of the pizza toppings falling on top of the base.

To create the leaning tower leaflet we decided to laser cut as it is something we both want to do more of in the near future for business cards etc. I designed the leaning tower of Pisa to be cut out on illustrator, this worked well and we realised we wouldn’t be able to get the logo on without screen printing. Screen printing a small logo was difficult purely because of the size and getting the folded leaflet lined up correctly.

For the third and final poster we wanted to bring the concept together further to make it stronger and tying together the colour scheme. We wanted to have silver lettering and experiment more with processes so we decided to foil the type onto blue paper, this went really well. Photographing the type was the difficult part as there was many reflections within the type, looking back now there properly was more ways to get around this however we decided to carry on and alter our mistakes on Photoshop to create the look we wanted.

To put the posters into context ready for submission we mocked them up on all things London, tube adverts, London busses and newspapers to show how the campaign would work, the leaflets would be sent door to door or displayed within the shop.

Working with Hollie has been good, our ideas combined has created a solid campaign for Fedrigoni, we have learnt from our mistakes and hopefully will be doing more briefs together in the future.

If we had more time on this brief I think I would of liked to have spent more time creating the pizza giving it more of a three dimensional look. Overall, I am really happy with the campaign we have created and submitted to YCN, using different processed to create more of a three dimensional look and getting away from the computer has been fun.