P3: Pre-production

Note: All of my pre-production document are created digitally as opposed to being sketched. This is because I have no reliable way of translating any physical sketches into a computer image because of lack of front phone camera. I might re-create these into a sketch in the future but, for now, all my pre-production documents are either drawn in a drawing software, using stock images or both.

Squack TV advertisement storyboard

The TV advert will have a general advertising approach, but with a hint of shockvertising and dark humor. Unlike most shock advertisements, which try to scare or discomfort an audience, my TV advert will use its surreal nature to charm an audience or amuse them with the weird but funny scenario. My biggest inspiration for my TV ads are the Skittles advertisements that show similarly playful ideas, like a boy having skittles in place of his teeth. Despite it's strange visuals the tone of the advert will be abstract but calming and far from abrasive. I believe these types of advertisements are very memorable and fun to watch, not just as an advertisement but as a visual art.

Print Advert

The print advert will be much more neutral and simple than the TV advert, keeping the main feel of Squack quick and easy. The simple yellows and blues say how vibrant the drink is itself and the eyes dotted around makes it just quirky enough for it not to be boring. The Squack logo sits center with the text overlapping it while both are still visible; this way, the viewers eyes are drawn to the logo and text immediately giving context to what the product's called.

Social Media Visualization

The social media advert will be the most comedic out of the campaign in order to gain traction and recognition similar to most companies' social media accounts. In order to stay casual and non-corporate, most posts from the social media will be generally about rubber ducks and interacting with fans about the drinks (but mainly rubber ducks). These have to be the most crucial advertisements as our target audience use social media the most.

Genre and Conventions

To create my pre-production content, I need to analyze the aspects of other media campaigns and what micro-elements made them successful. The two most popular advertising campaigns in the UK is the Coca-Cola 'share a coke' campaign and Cadburys 'made to share' campaign.

Cadbury's latest campaign started in 2024 is the 'made-to-share' campaign. The iconic purple wrappers used on the chocolate bars were redesigned to have segmented parts aligned with funny, relatable quips on how to share the chocolate. This campaign is effective because it still uses the house-colours of Cadburys, that being the purple and white, and uses the same milk pouring logo that the public can recognize. It also addresses the audience directly by taking a casual approach and referring to scenarios that are done day to day such as the 'who cooked, who cleaned, who ate' bar. It works in making the chocolate bar feel more like a reward for those who tried hard while also motivating its audience to share the bar.

The 'share a coke' campaign takes a similar approach to the Cadburys campaign by motivating its consumers to share the product by addressing them directly. This is done differently by using generalized names, with the idea of the audience buying a drink with their name as well as their friends and family. This is done with the iconic Coke-Cola font and red colouring. The 'what's your name?' slogan used in the campaign makes the audience connect with the product as, to no-ones surprise, everyone has a name or is addressed as something.

Production Table and Planning

Pre-Production

Production

Post-Production