ART DIRECTION / Final Review / Term 4, Week 12

Key Visual QC

  1. The mom & office lady visual is good. Looks natural & delivers the message well.
  2. Office man visual: environment looks ok (it can be at an office, or campus) but the man himself doesn’t look sporty enough.
  3. Light & cleaner background makes the text pop up more.
  4. Teacher image not natural / ideal enough.

Advertisement / Traditional Media QC

  1. Bus stop ad / elevator ad can be more interactive, it can give suggestions on simple exercises. Rather than just displaying the same image over and over again. If this is delivered creatively, it can be creative media as well.

Event QC

  1. Invitation can be more creative & relate it to the app more. Include more graphics / icons so that it is looks more fun.
  2. Be more unique with the event medias rather than just havng nice layout (same goes for the phone app)
  3. Invitation can be meshed with the brochure, containing introduction abt the brand identity & what the event is about, and the activities involved.

Creative Media QC

  1. Choose whether you want the phone app to be the product of the campaign, and come up with other creative media (maybe through the busstop ad / elevator ad) OR
  2. Make the phone app be the creative media, thus minimising the phone app elements on the key visual, making the campaign itself the sole selling point.lifexercise_event-04



Made the dude look more casual

Added icons to app



ART DIRECTION / Assignment Progress / Term 4, Week 11

Getting the message right through the visual


“Integrating exercise in the lifestyle busy people”

3 elements that need to be present in the visual:

  1. Busy
  2. Exercise
  3. Digital/App (Since the product/creative media is a health monitor & exercising application)



1. Metaphorical / surrealist morph of items

QC: Out of the 3 posters, only the blue one has the element which shows exercising & digital. It might have the ‘busy person’ element if the arm shows shirt cuff, but having all elements doesn’t mean that it’d be convincing.

2. Showing exercise while doing work

QC: 1st image: Too customised / 2nd image: doesn’t show the busy-ness

3. “Confessional” quotes from people who do exercise despite their busy lifestyle

Tone & manner: Straightforward, clean, bright, professional & smart

Moodboard / Visual Design Reference

Images used

Image Editing


(Need to add one more profession to the series  – perhaps a businessman)


ART DIRECTION / Visual Production / Term 4, Week 10

QC Feedback this week:

  • All the elements are there (morph of sports equipment & lifestyle) but look & feel is too subtle.
  • Don’t focus on it being “clean & modern”. Explore more possibility of making it look ‘bright’.
  • It doesn’t look encouraging.
  • Needs to be more dynamic.
  • Refer to Apple watch’s new visuals.
  • Typeface choice: Balance the visual & type. If visual is already popping out, tone down the type. If the visual is subtle, type can help boost it up.

(References & color palette)

Still trying to make it more dynamic, and morphing of the shoe needs to be improved.




  • Improved look & feel (cleaner, lighter, brighter, more dynamic

ART DIRECTION / Assignment Progress / Week 9 – Term Break

I have thought of numerous different concept since the last one, because it looked too lifestyle & doesn’t show much about the sports/exercising part.

One idea that popped up to me was to make the poster’s visual look something like a motion capture image (a person doing morning run to a businessman, two people dancing till they meet and finally became a family – a literal visual interpretation of “this exercise made me who I am” kind of thing). This idea was inspired by composite image of jumps done by figure skaters.

Visual design references / moodboard

The other concept is to create an imagery of surrealist object by combining lifestyle things (accessories, gadget) and exercising equipments together. The message of the campaign, through the objects being morphed together, is to tell people that lifestyle and exercising actually comes hand in hand.

Visual design references / Moodboard
Draft visualisation of concept 3

The tagline is rather provocative (feels too long though, have to work on it still) to grab attention.

Other items that will be morphed =

  • Earring & Hula hoop
  • Phone & weightlift


ART DIRECTION / Assignment Progress / Term 4, Week 7-8

The first concept of the campaign is to introduce the benefits of including physical activity & exercising in lifestyle, in order to change people’s mindset that exercising is a tiring thing that they cannot afford to squeeze into their hectic urban lifestyle.


(2nd concept)


I was told that I’d be needing more variations to the visuals of the poster, variation on how to convey the “secrets”. Originally I came up with the Superman-pose idea due to the word ‘ace’, which I relate to hero. Superman hides his secret beneath his shirt, and he opens it to reveal the “S” sign. In the picture, the people will be revealing the secret of exercising and benefit that it brought to them. However, the campaign name “healthy secrets” would be more appropriate than “ACExercise”.

Second and third concept is a bit more complicated on its execution, as it is to make a challenge out of exercising & make it a trend on social media. Third concept is to do crowd controlling on exercises (taking up stairs, flash-mob in the park, etc.). The concept is inspired by the social experiment of when people see three or more people look up to the sky, most will automatically follow it even though there seems to be nothing.

Visualisation of Concept 1

Developing a simple logo for the campaign. Will explore more on the letter “C”.
Image seems too dull and serious for it to be bright, fun and encouraging.
Changed the background color so it looks brighter. His ‘secret exercise’ would be dancing, and the earphone he is grabbing is the representation of dancing & music.

Visual Design Reference



ART DIRECTION / Strategic Plan Finalisation / Week 5 – 6

This week we worked on refining our strategic planning. I was told to improve the list of benefits from exercising, by adding social benefits.

I did research on “Step Count Challenge”, a group, walking count challenge in UK made for office workers which is held every autumn and spring. The media that they used were posters, website, blog, Twitter and the challengers itself.


The tone and manner of my campaign would be bright, fun and encouraging, showing how exercise is easy and simple.

(Sketches will be inserted)

The media for my campaign would be poster, flyer/brochure, short video on social media, stickers on stair / elevator door / other public places.


ART DIRECTION / Strategic Planning / Term 4, Week 3-4

For the final project, I decided to do a campaign on simple exercises for people who don’t do sports. Many of us neglect doing physical activity due to tiredness from work and school, stress, or simply finding many sources of entertainment that are less exerting. Little do people know, that doing exercises and sports regularly can help stress, maintaining youthful look and many other benefits. This campaign aims to bring awareness of doing simple, non-costly exercises to people.

Strategic Planning


Product Knowledge


“Exercises for people who don’t do much physical activity.”


What kind of people?


  • Adults (economically active population) (PRIMARY AUDIENCE)
  • Young adults (SECONDARY AUDIENCE)
  • Busy & tired with work
  • Middle- higher economy class
  • Urban lifestyle


Why don’t they do much physical activity? (Problem)


  • Too busy and from work
  • Won’t afford gym membership / sport facility & equipment
  • Find entertainment in other ways
  • They don’t see exercising important enough to be a part of their lifestyle
  • Would rather spend time relaxing after a long day


What are the problems of not doing exercising?


  • Tight muscles
  • Feeling down and unmotivated
  • Poor stamina & endurance
  • Risk of getting earlier old-aged sickness


What kind of exercises can be done?


  • Taking stairs instead of elevator
  • Jogging while walking your pet
  • Walking for a long distance
  • Don’t do it after a tiring day, start your day with a morning run!
  • Stretching & basic crunches (sit up, push up)
  • Swimming
  • Casual dancing
  • Cycling to work / school (when possible)
  • Yoga tutorials on Youtube
  • Anything to break some sweat!


What are the benefits to these exercises?


  • Reduces stress level
  • Increases dopamine in the brain, which would as a result increase productivity and happiness
  • Decrease dependency on painkilling drugs and anti-depressant
  • Sweating moisturizes skin and prevents it from drying out
  • Exercising regularly helps maintain a youthful look
  • Improve cardiovascular health
  • Exercising can be an outlet to relieve stress and anger





Consumer Insight


Which/What kind of adults are we targeting? (Demographics)


  • Adults of age 21-35 (primary)
  • Young adult of age 15-20 (secondary)
  • Economically active population
  • Middle – higher economy class
  • Single household
  • Married
  • Lives in urban cities (Jakarta, Bandung, Surabaya, Medan)
  • Urban lifestyle


What are the psychographic characteristics of these adults?


  • Tired, worn out
  • Stressed
  • Do not care about their physical health / staying fit
  • Work-oriented
  • Wants to keep up with the trend / “Kekinian”


What are the behavior of these adults?


  • Go to office/work
  • Actively dating / seeking for love interests (Single household)
  • Sexually active (Single household)
  • Working at home
  • Hang out with colleagues
  • Going to school
  • Hang out with friends
  • Chatting
  • Staying up late for homework
  • Surfing the internet for hours
  • Playing mobile games


How to get them to do these exercises? (Solution)


  • Introduce exercising as an effortless activity that can be slipped in during the day.
  • Emphasize on the benefits of exercising daily and regularly, no matter how little, in both short and long term.

Sales & Competition

Gym advertisement campaign – ‘The club for busy people’

They’re showing audience how they can be busy, doing their daily activities and still work out at the same time.

A campaign that persuades people to count their steps and walk regularly for better health. The image of a shoe, morphed between high heels and sports shoe could signify women changing into sports shoe, or symbolise that both women and men can join the step-counting challenge. I think it has to do with the line “… you and your workmates can keep active without messing up your routine” – you can work out (walking) while wearing high heels (a part of your lifestyle). 

A sort of feminist sports campaign – they’re encouraging women to do sports more by giving a direct visual of them doing the act, with an “inspiring” quote on it.

The compare & contrast shows that people of all age, gender, race can do it.
A direct, but interestingly formed visual to persuade people (women?) to take up fitness class and do all those acrobatics the woman on the poster is doing.

ART DIRECTION / In Advertising / Term 4, Week 1-2

We began this course learning the structure of an advertising agency, and art direction’s role in it.

At the top of the hierarchy is Regional Managing Director, and below it are the head/leader of the divisions in an advertising agency. A big advertising agency would have 4 divisions, each responsible for a single aspect of the workflow.

4 divisions are as follow:

  • Client Service- this division handles anything that has to do with the client. They figure out what the client wants, do market research and come up with a report on their clients & market trends. It is led by the Account Service Director, followed by Account Manager and Account Executive.
  • Management & Finance- as the name suggests, this division handles the financial aspect of creating an advertisement. They do the budgeting; this budget is adjusted to the need of the advertisement. The team consists of Office Manager (lead), Accounting & Finance and Human Resources.
  • Marketing- this division handles the media of the advertisement’s publication; they decide on what medium would the advertisement be best marketed with, as well as being responsible for planning and buying the media (for example: a billboard, newspaper ad space). They also do research on potential clients and new projects. The team is led by Marketing Director, working alongside with Media Planner-Buyer and Researcher.
  • Creative- the creative division handles the creative process of making the advertisement, and its role comes a lot later in the workflow. This division is responsible for putting the visualisation of the advertisement accordingly to the creative brief, which has been created through research and brainstorms done by the previous 3 divisions (plus the head of the creative group, Creative Director). The hierarchy of creative division is as follow:
    1. Creative Director – leader of the division. Participates in the research and conclusion of creative brief. Reviews work done by the following workers.
    2. Group Head – assistant to Creative Director.
    3. Traffic – delegates task to the members of the division.
    4. Art Director – assists Graphic Designer by doing the research and decides what approach is “best” for the creative brief.
    5. Graphic Designer – does the graphic and the design of the advertisement.
    6. Copywriter – works with Graphic Designer to come up with witty, influential taglines.
    7. Visualiser – helps draw the scene/image for the advertisement before actual photoshoot with hired talents.
    8. Production

Any workers outside of these (animation team, photographer) will be hired by the company according to the necessity of the advertisement’s production. The reason why they aren’t permanent member of the agency is that it is far more efficient for the agency to just hire one directly on the occasion; they can match the required style for the particular advertisement better.

There are several types of agencies, and the one described above is a standard full-service agency.

  • Full Service Agency- take care of all the processes in the workflow, from strategic planning, to media buying, creative communication, digital media, and the running of the campaign itself.
  • In House Agency – a creative team inside a company that helps create the advertisements. They handle promotions, launching, discount and events.
  • Branding Agency- an agency that focuses on developing & creating brand identity, as well as the brand’s visual identity.
  • Graphic House- creates below-the-line mediums such as posters, logos, branding, direct mail and brochure. They’re a lot more focused on the graphic aspect rather than conception of the project.
  • Digital Promotion- a new “agency” that sprung up to life thanks to technological advancement. It handles social media campaign, augmented reality, etc.


The role of advertising comes in the awareness (how well people know about the product or brand?), positioning (what the products stands for in the market- for example, Apple’s MacBook Pro line stands as the “laptop ideal for creative workers”), consideration (customer’s consideration in buying the product- does it suit their needs? What about the price?) and preference (preference to the particular brand, or the design of the product) in the process of consumer communication and purchase. The next steps, shopping and purchase, are the role of sales promotor located in the store itself.

These are considerations in establishing strategy:

  1. Customer attitude and buying behaviour – who buys the product, of what class and age group? Where do they buy it, online or directly at the store? When do they buy it?
  2. Brand strategy – creating brand awareness
  3. Competitor strategy – brands of the same type of product will not say the same thing with each other. They’d be advertising different aspect & strength of their product; their unique selling point.
  4. Advertising strategy
  5. Trade environment – the environment in which the product is being sold
  6. Other external factors – – seasonal trend, weather, cultural / religious events that’d influence sales

The purpose of research in the process of creating an advertisement is to help identify consumers, look for new ideas in products & services, improve what is offered in products & services, pinpoint the causes of possible problems. To monitor activities, study promotional tools and help communication development.


Create a campaign revolving around the topic sports. Come up with 3 ideas and pick one issue – preferably one that has a significant problem that the campaign would be able to solve.

Idea 1

-Discussing sports as simple, inexpensive activities that can be done by anyone of any age and profession, as opposed to what people think of sports that caused them to be lazy to do it. Office workers can take stairs instead of elevator to reach their office, housewives can hula-hoop while watching drama series, students can walk or take bicycle to school ((when possible)), or jog while walking their pets. The campaign will show the benefits of changing people’s lifestyle to fit in these simple activities.

Idea 2

-Breaking social stigma on gender stereotyped sports (kickboxing, ballet, figure-skating, martial arts) so that the society would be more accepting towards these particular sports, hopefully encouraging parents to let their children learn any sports that they’re interested in.

Idea 3

(Idea 3 will be written)