Evaluation

I think my project overall went as planned, apart from a few minor issues along the way. The main thing I think went well was how I made the cup look like a skate bowl, using photoshop and shadows I worked hard on making the bowl look legit.

I was also proud of the shot of my model doing a hand plant on the skate bowl, I think I made it look like a convincing hand plant, even though it was shot in the studio. I collaborated with an artist in order to get all of the shadows correct, the artist was a illustrator called Alma from Liverpool Street. She also helped me make the spray painted Lavazza logo look legit.

I think the main thing I could have improved on my project was the background shot. I would have changed the type of day I did it on, and made it a sunset photo instead of a daytime shot.  I should have thought about this before I decided to shoot my background shot, and incorporated it into the studio shoot with lighting.

 

 

Finished Composite

 

 

My main Focus

How I went about getting my main shot:

For the main focus of the advert, the model I shot to be skating on the bowl was a hard task. I decided to use an assistant in order to help me get the best shot I could get.

 

I turned this a studio shot, into this:

Shooting my main model

The main part of my shot was a skateboarder doing a Hand plant on the edge of a coffee cup. This was the trickiest part of the shoot, as I had to use an assistant to help me keep the model in the position I needed him in, and we had to try it 6 or 7 times. 

I also had to retouch the photo a lot, my getting rid of the assistants hands and shadow etc. I chose this photo as my final shot because I thought his face looked extremely convincing of doing a physical and complicated trick.

My Background shot

My background shot for my advert is a simplistic shot of a skatepark on a sunny day. The composites are going to make the advert much more interesting than my background shot. The cup is going to be on the right side of the advert, and is going to be used as a skate bowl. I decided to use this part of the park as there was the most space for including my cup and model.

Advert Inspirations

This is the Lavazza campaign that stood out to me the most out of all of their advertising. The inspiration I took from the photo was making the cup into an interactive object for the the model. I wanted to use a style like this in my own work, so I made the mug an interaction for the model.  I also loved the shadows inside the mug, so I decided to incorporate them into my own work:

Location Shoot ideas

I am going to use 1 of 2 skateparks, Cottons Skatepark or Hainault Skatepark for my background location shot.

Cottons Skatepark:

 

Hainault Skatepark:

 

I am undecided on which skatepark to use, as I have more of a connection with Hainault skatepark, but Cottons has more space for different ideas for my advert.

Initial Sketch

Initial Ideas for Lavazza Campaign

My initial idea for the Lavazza Coffee campaign is to turn the top of a coffee cup into a a skate bowl. I will have one or two skaters doing tricks on the edge of the bowl (grinding, ollieing in). And people around the bowl watching the events inside. I am going to shoot the 2 skaters individually in the studio, and then shoot the bowl at a skatepark with the landscape surrounding it. I am going to stick with the skate/street theme and use graffiti for the Lavazza sign on the side of the coffee cup.