Wendy Seto / 0348805
Bachelor of Design (Hons) in Creative Media / Taylor's University
Bachelor of Design (Hons) in Creative Media / Taylor's University
Brand Study, Content Planning & Application
INSTRUCTIONS
INSTRUCTIONS
PRACTICAL
This module is quite different with what we have done before and
it is actually pretty interesting. We are assigned to work with a
creative agency, CodiumLab, to create contents for one of their
clients.
List of the clients:
1. AYAMAS Frozen
2. AYAMAS Kitchen
3. Fatboi Noodle
4. PTPTN
Our group which consisted of 4 people: Janice, Dorcas, Wiceline
and me, picked AYAMAS Frozen.
#1 Brand Research
Before we started working on the task itself, we did a research on the
brand in general along with how their marketing in different social
media platforms are perfoming. This is to help us to gain a better
understanding of the subject we will be working on and make sure that
our ideas align with the goals they are trying to achieve.
fig 1.1 AYAMAS Frozen Brand Study deck.pdf 23/9/22
#2 Content Ideation & Planning
Moving on, we begin our brainstorming session and select the ideas with higher potentials.
fig 2.1 idea brainstorming deck.pdf 24/9/22
Then we compile those selected ideas in the Google Sheet and add a complete description and references to show while we propose to Mr. Asrizal and CodiumLab.
fig 2.2 feed idea proposal sheet.pdf 28/9/22
fig 2.3 video idea proposal sheet.pdf 28/9/22
After getting the approval for each idea, we started to organize the posting plan from week 1 to week 4 accordingly.
fig 2.4 timeline.pdf 28/9/22
#3 Design Application & Development
Furthermore, we worked individually for each week's content except for the video.
3.1 Week 1 - Ingredients Breakdown
I named my idea for week 1 as the "Ingredients Breakdown" where we will basically be breaking the non-technical ingredients of AYAMAS fried chicken (happiness, hotness, crispiness).
fig 3.1.1 ingredients breakdown - 1st draft 5/10/22
The Codium team advised to change the background into something darker to increase the legibility of the text and remove all the unnecessary elements like the onions and the fries. The copywriting was also advised to be change to Bahasa Melayu.
It is very difficult to find the stock photo for it so I decided to build my own. I started off by making a mock up for the packaging so I can place it on my design to fill in the empty space.
fig 3.1.3 photo manipulation progress 12/10/22
fig 3.1.4 ingredients breakdown - 2nd draft 12/10/22
The Codium team also wanted to see the application in different angle so here are the other attempts.
fig 3.1.6 final post-Ingredients Breakdown.jpg 26/10/22
3.2 Week 2 - Hotter Than Your Man
This week, I am responsible for the video. This is the merger of mine and Dorcas's idea but since she has worked for week 1's video and we shall rotate our roles every week, I will be taking over this one. I was actually very excited because I really enjoy shooting and editing videos!
fig 3.2.1 Hotter Than Your Man storyboard 12/10/22
According to the Codium team, instead of having 3 girls sitting together, making them walk pass by individually would be even more interesting. Thus, we went with that idea.
We decided to shoot in campus to have the natural environment but it was not as simple as expected. We had to retake and move to different places throughout the entire process due to lighting and permission issue. Therefore, I still think that the biggest struggle was to find the actors for it! Really thankful for our friends who were willing to spare some of their time and help us making this idea come to life.
fig 3.2.2 shooting day 14/10/22
fig 3.2.5 final video-Hotter Than Your Man.mp4 26/10/22
3.3 Week 3 - Catch The Product
The idea of this engagement post is to basically have an object which is fried chickens moving in and out of the frame. The audience is to screenshot right when the fried chickens are on the plate.
fig 3.3.1 ingredients breakdown - draft 26/10/22
fig 3.3.2 final post-Catch The Product.mp4 2/11/22
3.4 Week 4 - Did You Know?
I had no idea what fact to use for this post that I needed to do a lot of research before making the decision. I gotta to make sure that I will not be spreading false information. It was a bit hard because I have to make it interesting at the same time so I read all the facts I found out loud to my friends and see their reactions. In the end, I cannot choose between these two facts so I just design both to show to the Codium team.
fig 3.4.1 did you know-1st draft 9/11/22
fig 3.4.2 did you know-2nd draft 9/11/22
We only received feedback for #Fact1 so I considered that as the one approved for the post. However, the Codium team wanted me to use either only the alive chicken or the fried chicken as it is a little cruel to have them both side to side.
fig 3.4.3 did you know-3rd draft 16/11/22
fig 3.4.4 final post-did you know 23/11/22
3.5 Additional - Recipe Video
I also helped Wiceline to shoot an additional recipe video for AYAMAS frankfurter.
fig 3.5.1 recipe video filming process 5/11/22
fig 3.5.2 dish result 5/11/22
And here is the final video edited by Wiceline.
fig 3.5.3 final video-frankfurter asam manis recipe.mp4 9/11/22
Finally, below is our final deck for the whole task.
fig 3.5.4 final deck (brand research, content planning, design application and development).pdf 1/12/22
FEEDBACK
Week 5:
Ingredients Breakdown - Use a darker background to make the text more visible. Remove all the unnecessary elements from the image. Try out other angles for the fried chicken. Change the copywriting to Bahasa Melayu.
Week 6:
Ingredients Breakdown - Change the word "juiciness" to "kelezatan". The image showing meat looks better and more appetizing. Can go with design number 3.
Week 7:
Hotter Than Your Man - Great storyboard but a little suggestion is instead of having the 3 girls sitting together, making them walk pass by individually would be more interesting.
Week 8:
Independent Learning Week.
Week 9:
Ingredients Breakdown - Fix the Bahasa Melayu spelling error, change lezat into lazat.
Hotter Than Your Man - Good job. Though, add a tagline towards the end of the video like AYAMAS cfc/Hotter Than Your Man/something similar. Overall it is great, love the expression.
Week 10:
Catch The Product - Looking good. Only need to change the copywriting to Bahasa Melayu then it is good to go, try "tangkap di atas pinggan".
Week 11:
No feedback given.
Week 12:
Did You Know - Make sure the information is clearer than the image. Maybe using a dead chicken and alive chicken at the same time is not a good idea.
Week 13:
No class.
Week 14:
Overall you guys did really great, we appreciate the effort you have put into this. We love your artworks and as you may or may not have already know, some of your posts are already on the AYAMAS Frozen official Instagram account. We can see that all of the members have a chemistry that makes you guys able to work together with each other. All we can say is good job!
REFLECTION
It was a really great opportunity to be able to work straight in the industry with the guidance of people who has the experience. I enjoyed the overall tasks as me and my team can explore a lot of ideas and make it come to life. Teamwork, creativity and consistency are the main traits to succeed on this project and I feel like we had it all. It was a tough semester in fact but I think this module did not give me too much pressure as our leader, Janice has a really good time management so shoutout to her! Finally, thank you for the opportunity Mr. Asrizal and CodiumLab! I liked the environment of having class outside campus, it gave me a sense of excitement although most of the time we had to rush having our lunch to be able to get there on time hahaha (gonna miss those moments for sure <3).
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