Category Archives: ART DIRECTION

Planes . Anatomy of a Disney Film Campaign

BRIEF

Fashion several ad units using the key art from Planes; including Flash Countdown.

Category = Graphic Design / Layout / Advertising


 

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CLIENT

Fandango and Disney

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PROJECT TITLE

Planes

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DESCRIPTION

Web + Mobile Ad Campaign

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ROLES

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GRAPHIC DESIGNER
FLASH PROGRAMMER
VIDEO EDITOR
[/list]
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TOOLS

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AFTER EFFECTS
CELTRA 3.0
FLASH
PHOTOSHOP
QUICKTIME PRO
ILLUSTRATOR[/list]
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LINKS

[list style=”unordered” type=”type7″]
Planes
[/list][/column][/columns]

SOLUTION

FLASH COUNTDOWN

The file’s animation may have completed before you scrolled down this far. If so, refresh page to see it.

Fun Facts

[list style=”unordered” type=”type7″]
Disney responded well to this unit, even asking if I could animate the propeller, which I did using a repeated triangle shape that was blurred under a mask.
Flash is such a great medium, but the hardest part is figuring out how to keep file sizes (aka “K weight”) small.
[/list]

IPAD EXPAND UNIT

How They Look:

How They Work:

Fun Facts

[list style=”unordered” type=”type7″]
I designed these using Adobe Master Suite, then broke them into smaller parts (buttons, background, video inset, etc.), and programmed their functionality using Celtra 3.0. They were then trafficked in-house by our Ad Operations team.
Interestingly, Fandango only currently sells iPad ad units. No other tablets get our ad dollars.
We produce multiples of all these types of units with differing date messaging, like “In Theaters Friday” and “Now Playing”.[/list]

MOBILE PRESTITIAL

Fun Facts

[list style=”unordered” type=”type7″]
I designed these units in three sizes for Fandango’s three supported mobile platforms (iOS, Android and Mobile Web); then programmed them using Celtra 3.0.
These units take over the mobile screen for a few seconds, then disappear. We do a lot of them.
You can find more of my prestitial examples here.
[/list]

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Ad Campaign . Orange Julius

BRIEF

Create an Orange Julius ad campaign for Dairy Queen, on Fandango.

Category = Art Direction / Campaign


 

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CLIENT

Fandango and Dairy Queen

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PROJECT TITLE

Dairy Queen / Orange Julius Smoothie Shop

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DESCRIPTION

Website and Mobile Ad Units

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ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
MOBILE PROGRAMMER
[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
CELTRA 2.0
PHOTOSHOP
ILLUSTRATOR
INDD[/list]
[/column]
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LINKS

[list style=”unordered” type=”type7″]
Fandango
[/list][/column][/columns]

SOLUTION

SKIN AND IN-SITE RESTAURANT LOCATOR

Fun Facts

[list style=”unordered” type=”type7″]
Normally clients provide all the art direction for a campaign. This was an unusual situation wherein I was involved from conception to pitch to execution. I grabbed nearly all content from the Orange Julius website, and arranged it.
The skin’s duplication of the hero graphics on either side was against my suggestion. That doesn’t make it wrong.
The restaurant locator embedded in the site was an in-house first. I was honored to be able to design the look and feel. See below for TAB A and TAB B.[/list]

MOBILE BANNER-EXPAND RESTAURANT LOCATOR

Fun Facts

[list style=”unordered” type=”type7″]
This may be one of my favorite projects from the standpoint of crafting both the form and function of this banner-expand ad unit.
This, too, was a Fandango in-house first. I had the distinct pleasure of working hand-in-hand with Fandango’s AdOps Department to design, program and implement this campaign using Celtra 2.0.
The falling locators design for the Loading Page (shown here in the middle) turned out to be a lucky discovery… as this graphic approach translates well across all clients.[/list]

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Style Guide . Visionaire Lighting

BRIEF

OK, I admit it. I briefed myself with the creation of this to help me organize the production of the client’s Product Ordering Guide.
It just grew in importance from there.

Category = Art Direction / Branding


 

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CLIENT

Visionaire Lighting

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PROJECT TITLE

Style Guide

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DESCRIPTION

A “living” InDesign document that contained links, coding + masters.

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ROLES

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ART DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER
WEBMASTER
WRITER[/list]
[/column]
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TOOLS

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INDESIGN
ILLUSTRATOR
PHOTOSHOP
DREAMWEAVER
CANON DIGITAL REBEL XTi
[/list]
[/column]
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LINKS

[list style=”unordered” type=”type7″]
Product Ordering Guide
[/list]
[/column][/columns]

SOLUTION

PRODUCT ORDERING GUIDE STYLE BOOK

This is the behind-the-scenes companion piece to the Product Ordering Guide that was produced.

Fun Facts

[list style=”unordered” type=”type7″]
This InDesign “living document” contained masters, links to all repeating graphics and the color palettes for each section of the catalogue.
Note the multiple color codes: RGB, CMYK and #HTHTML. A helpful aid for three designers with a quickly-looming deadline.
Originally created as a reference for a catalogue; this Style Guide lived on as a guide for creating subsequent brochures, and updating the client’s website to match.
[/list]

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Organic Branding . Visionaire Lighting

BRIEF

We need materials, now. Brand as you go.

Category = Art Direction / Branding


 

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CLIENT

Visionaire Lighting

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PROJECT TITLE

Branding

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DESCRIPTION

Branding

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ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
PHOTOGRAPHER
WEBMASTER
WRITER[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
INDESIGN
ILLUSTRATOR
PHOTOSHOP
DREAMWEAVER
CANON DIGITAL REBEL XTi
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
[/list]
[/column][/columns]

For this client, branding happened organically, over time. All the design evolved during the production of the company’s Product Ordering Guide. Kind of like how an entire wedding can evolve from the design of the dress.

Read more in the Branding Facts below about the stages of this journey. Something must have been right. Sales increased significantly after it was implemented.
 

BRANDED ITEMS

#1A PRODUCT ORDERING GUIDE . Version 5 (POG-V)

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[column][button align=”right” url=”http://www.martavictoria.com/?p=1799″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
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Branding Facts

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Design-wise, the textures and palette were derived from the actual products and product finishes.
For example, the icon above shows the black finish texture (1) on the left; with a curved aluminum (2) line separating it from the the LEDs (3) on the right.
50% of this 198-page catalogue was made up of new and re-designed product.[/list]

#1B STYLE GUIDE

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[column][button align=”right” url=”http://www.martavictoria.com/?p=2561″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
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Branding Fact

[list style=”unordered” type=”type7″]
Originally created as a reference for a catalogue; this Style Guide lived on as a reference for creating subsequent brochures, and updating the client’s website to match.[/list]

#2 TRADE SHOW HANGING BANNERS

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[column][button align=”right” url=”http://www.martavictoria.com/?p=1288″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
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Branding Fact

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This came fast on the heals of the ordering guide — as both were being produced to a trade show deadline.
The text collage — introduced on these banners — became a carry-thru element in subsequent designs.[/list]

#3 MAGAZINE AD SERIES . SHORT

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[column][button align=”right” url=”http://www.martavictoria.com/?p=1511″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
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Branding Fact

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These pretty ads were supported in-house with matching e-mail-signature graphics to expand reach.[/list]

#4 PRESS RELEASE SERIES

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[column][button align=”right” url=”http://www.martavictoria.com/?p=1612″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
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Branding Fact

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This story, and others, enjoyed near-verbatim coverage by several key-to-the-client outlets.[/list]

#5 NEWSLETTER SERIES

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[column][button align=”right” url=”http://www.martavictoria.com/?p=1855″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
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Branding Fact

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This newsletter series increased web traffic significantly, and became an excellent tool towards educating Visionaire Lighting’s Rep force.[/list]

#6 MAGAZINE AD SERIES . TALL

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[column][button align=”right” url=”http://www.martavictoria.com/?p=1472″ target=”_self” title=”See Post for more details!” color=”black” size=”middle”]View Post[/button]
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Branding Fact

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These bonus-sized ad placements were a perk for the short-series buy above.
The green circle theme would be another carry-thru element.[/list]

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Garden Nymph Salad . CD Promo . Icarus Music

BRIEF

Introduce Icarus Music scoring services to Advertising Executives.
 
Do it in a way that breaks through the clutter.

Category = Art Direction / Campaign


 

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CLIENT

Icarus Music

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[column]

PROJECT TITLE

Garden Nymph Salad

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DESCRIPTION

Demo CD Launch

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ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
COMPOSER
(with Eddie Freeman)[/list]

LUNCH BAG ITEMS

[list style=”unordered” type=”type3″]
Music CD with label
Receipt as cover letter
(printed on thermal paper for that “receipt feel”)
Dressing packet card with testimonials
Business card
Lady bug chocolate
Salad bowl with cloth lettuce, artificial grapes, napkin and fork, in a white paper bag.[/list]
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TOOLS

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PHOTOSHOP
ILLUSTRATOR
NUENDO
QUARK
GRAPHIC ELEMENTS
(iStockphoto.com)
– leaf background
– model’s eye
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[/column]
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LINKS

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AdCritic.com’s “Pick of the Day” Award mention (379K)
Icarus Music
[/list]
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SOLUTION

CD WITH LUNCH BAG ITEMS

Fun Fact

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Won Graphics “Pick of the Day” Award from AdCritic.com.
[/list]

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Materials Branding . American Honda Motors

BRIEF

Develop color-coded branding for automotive training materials in four styles. Create PowerPoints and matching Word documents.

Category = Art Direction / Branding


 

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CLIENT

American Honda Motor Co., Inc.,
Organizational Development and Training Department

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PROJECT TITLE

That Light Bulb Guy

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DESCRIPTION

PowerPoint + Word templates

[/column]
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ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER[/list]

Tasked with laying out and color-manipulating multiple graphic elements to create four styles of PowerPoints and Word templates in a two-section/two-sided format

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TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
POWERPOINT
WORD
GRAPHIC ELEMENTS
(iStockphoto.com)
– Light bulb guy
– Vectored background
[/list]
[/column]
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LINKS

[list style=”unordered” type=”type7″]
Project PDF for Larger View
[/list]
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SOLUTION

MAIN SLIDE + DOCUMENT LAYOUTS

Fun Fact

[list style=”unordered” type=”type7″]
Since these tools would be used strictly for training; client and I chose a colorful, engaging palette to excite the viewer, and, therefore, encourage retention of subject matter.
[/list]

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Waves Crashing . CD Demo . Icarus Music

BRIEF

Create a music CD demo package for the nature crowd,
aka documentary producers.

Category = Art Direction / Campaign


 

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CLIENT

Icarus Music

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PROJECT TITLE

Waves Crashing

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DESCRIPTION

CD Demo Campaign

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ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER
COMPOSER
With Eddie Freeman[/list]
[/column]
[column]

TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
INDESIGN
NUENDO
SOUNDFORGE
GRAPHIC ELEMENTS
(iStockphoto.com)
– waves
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Project PDF (Allow time to load)
Icarus Music
[/list]
[/column][/columns]

SOLUTION

JEWEL COVER . CD . JEWEL BACK + SIDES

Fun Fact

[list style=”unordered” type=”type7″]
The CD title, “Waves Crashing” was a double entendre — an allusion to the powerful soundwaves within.
[/list]

CD INSIDE JACKET . MAILING LABEL . BUSINESS CARD

Fun Fact

[list style=”unordered” type=”type7″]
A graphic technique that has always fascinated me is seeing a theme (in this case, waves) from many angles.[/list]

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Matrix Kids . Pitch Proposal . D3Publisher

BRIEF

Concept for D3Publisher Business Pitch to Cartoon Network.
It failed, actually (see LINK), but I always liked it.

Marta Victoria
Category = Art Direction / Campaign


 

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[column]

CLIENT

Vertical Marketing Network, Inc. for
D3Publisher

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PROJECT TITLE

Matrix Kids

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[column]

DESCRIPTION

Pitch theme concept

[/column]
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ROLES

[list style=”unordered” type=”type18″]
ART DIRECTOR
GRAPHIC DESIGNER[/list]

Tasked with developing a theme to convey a proposed partnership between D3Publisher and Cartoon Network.

[/column]
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TOOLS

[list style=”unordered” type=”type18″]
PHOTOSHOP
ILLUSTRATOR
POWERPOINT
[/list]
[/column]
[column]

LINKS

[list style=”unordered” type=”type7″]
Vertical Marketing Network
D3Publisher
[/list]
[/column][/columns]

PROPOSED SOLUTION

MATRIX KIDS

Fun Fact

[list style=”unordered” type=”type7″]
The choice of blue and green came directly from the logos of both companies. The mingling colors were meant to metaphorically enhance the concept of partnership. The boy and girl represented their target market.
[/list]

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