20 TIPS FOR BETTER ADVERTISING IMAGES TECHNIQUES
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US THROUGH THE PROCESS OF CREATING
A GREAT ADVERTISING IMAGE FROM
#/.#%04ď4/ď#/-0,%4)/.ď- HAVE A
PROFESSIONAL
WORKFLOW
01
HAVE A STRONG CONCEPT
The first thing to start a briefed campaign
is to have a strong insight with a familiar
background. In this case, the big problem was to
make parents [want to] buy educational toys for
their children instead of regular ones. We [worked
up] a preview sketch showing a solution.03
BRING IN PHOTOSHOP
Photoshop is an amazing tool for details.
I used it to clean up the modelled illustration, fix
colour balance and build up a proper environment.
An important part of the process is to sharpen the
image by duplicating all the layers, flattening,
desaturating and using the High Pass filter, before
putting this layer on Soft Light.02
RIGHT PEOPLE FOR THE JOB
Get the professionals to do their work.
Always develop teamwork. If you have people on
your team who are good at illustration,
copywriting, 3D and so on, let them do the best
they can. This case required modelling work, so
we made this the main part of the process.- GET INTO THE INDUSTRY
Getting started in the advertising industry is
difficult, as it requires skill, passion and drive.
However, it is also a fulfilling industry to get into.
Tom Nicklin at LOVE (www.storiesbylove.com)
shares his top tips for designers who want to
make a career out of creating commercial visuals:
“There are two factors: the idea and the execution,
and both need practice. When it comes to
advertising, it’s important not to get caught up in
your own conceptual world. You have a message
to send, and your idea should take that to
interesting, entertaining, but not confusing, places.
The customer needs to understand the message
you’re sending, otherwise what’s the point?
“Execution is equally important: you might have
the best idea in the world, but if the visual doesn’t
look believable, it will distract from the message.
“So, work hard on your conceptual thinking and
strive to be technically adept at Photoshop, because if
one is weak the other will suffer.”qď,/6%- COME UP WITH A CONCEPT
Looking at a brief and coming up with a strong
concept is a skill that any designer or studio
needs to master. The team at Taylor James
(www.taylorjames.com) knows the key:
“Without doubt it’s listening. At Taylor James,
the first thing is thoroughly knowing the product
you’re advertising, the client’s goals and
message they want to convey. We then create
treatments that explore our ideas and set out a
clear production approach that considers
available time, budget and resources. We only
© Taylor Jamesever sell through a production we know we can
‘knock out of the park’.
“Within this campaign for Progressive
Insurance, we worked closely with the creatives
at Arnold, Boston, to help develop the concepts
further. The overall ideas show Flo [Progressives’
iconic star] reflected in various motorcycle
scenes. We developed the Airstream concept
within twisting mountain roads to feature the
touring Honda Goldwing. This is just one example
how we look to add value with all clients.”