Live Brief

Orange Broadband
The brief asked to create an ad campaign for a New Orange Broadband Offer. Orange is officially a mobile telecommunications company in the UK. The brief requires an advert of any kind to inform the public of a new broadband offer coming to the list of services available by Orange. I chose this brief because I felt it would give me a chance to utilise my skills in 3D design and film editing. Also, it gave me a chance to look at some new techniques and programs such as Real Flow, mentioned on my previously in my blog.

I decided to begin by writing out concepts and doing some sketches with progressed into storyboards. My original idea had proven unachievable in the time frame and the availability of funding and proper resources. The sketches that accompany this text show the original storyboard.

The Storyboard I chose to run with comes across as a simplistic idea of a computer logging onto the Internet by a cable (broadband connection) directly into the orange network represented by a very large towering Orange Logo.

I made the background colour of the scene white to give an angelic and clean look. I had always liked the white styling of 'Apple Computers’ Website (http://www.apple.com), its clean, crisp and very professional looking when it comes to displaying anything. That’s probably why paper is white by standard!

The reason for making the Orange logo so big and dominant in size was to give it a sense of being and power. The logo is representing a network server, which in turn becomes the connection Internet. When the computer at the start of the scene is up close and displaying the text “>: connecting...” it is connecting to the broadband orange network. When the computer connects, I felt a small clip of the companies website with help to promote itself.

Having discussed some possible new slogans with colleagues, I made a decision to stick with the current one being used by orange, “the futures bright”. Also the brief didn’t really state that it wanted a new identity, so a new slogan wasn’t needed for submission.

The audio track “Eple” by Röyksopp, I felt was an appropriate backing track to this 3D video advert. It has a nice smooth tone and fits the edit of the video smoothly. It has being used before in ads for technology. Its tone is invitingly “boppy” and makes the advert look fun.

I used 3D Studio Max to create the main scene. I used Combustion to composite the scene with layers from Adobe Photoshop. Apple Final Cut Pro was used to edit the final video. Apple Garage Band was used to record live dialogue and sounds. Finally Apple DVD Studio Pro was used to author the DVD on which I have presented my Full Motion Advertisement. This advert is rendered in Pal format. The DVD is multi-regional. The target medium for my advert is primarily television but can be adapted for Cinema adverts as orange have done before. A future medium could be the use of advertising by Podcast. People who are looking for certain services, etc can subscribe to a Podcast stream from Orange and view the advert.