This is the next brief that we have to work on within the period of five weeks. It is a YCN brief, a live brief. In another word, it is an actual competition, held by a professional design body. I have chosen their brief for Fedrigoni, a paper manufacturing company. The task is to create a fully intergrated campaign, promoting their new paper selection tool called Imaginative Colours.
I started out doing research on campaigns, advertising, PR, poster design, paper engineering, and Fedrigoni and the product itself. Even though the campaign was to promote the paper selection tool, it had to sell the paper along the way as well. Since Fedrigoni’s pride is on their tactile, expressive, and functional usage, I came up with this ‘Wild’ concept, basing the visual on nature. Nature contains pretty much all the colors, so by using it as a tool to communicate, I could present as many colors of the paper as I wished. I was hoping to use the scene of autumn, with some animals to create this Wild scenery.
When I had the concept in mind, I started experimenting with paper, folding, creasing, cutting, etc. I had to explore my own skills with paper to learn the limits and the comfort zone. I created a couple abstract shapes, hoping to translate them into something more concrete, relating to nature. It was a fun process, but I couldn’t use any of them. But it really helped me understand the roles of paper better.
I moved on to focussing on creating real sceneries, so I experimented with folding trees and animals. Later on, I used 3Ds Max to model a mountain. I produced plains, corners, color coding, and flattened template so that I could translate them into paper mountain. I tried it out with much smaller scale than I was aiming for.
At that point, I realized my concept and visual itself wasn’t strong enough. So I took a step back and tried to take this project to a different direction. I had come to a conclusion that I would stick with the ‘Wild’ concept, but I would approach it from a Dangerous Wild, rather than Nature Wild. So I modeled three animal heads to represent the wild side, preparing for paper modeling.
I took the lion forward and made a paper head. It took about 8 hours total to make the head, but the result was very satisfying. I photographed it and put into a poster.
It just looked so boring! I wasn’t sure where to go from there until my friends start playing with the head. That was when I decided to put personality into the lion. I dropped the Dangerous Wild, and just focused on the lion head, making the best out of it. I had my friends wearing the lion and posing it in different scenes. It took a while until I found the right personality for him. I started brainstorming ideas for the posters, what kind of scenes my lion would be in. After a couple of photo shoots, I made some posters.
Everything started coming together then. So I moved on to another aspect of the campaign, Direct Mail. I came up with the idea of paper dolls of Mr. Lion so the receivers could take picture of him in different scenarios. Sent along with the dolls would be the invitation to the launch party. I made some postcards of 5×7 inches. In the end, it didn’t look as a part of the campaign. The design language wasn’t the same.
After a few development, I’d created the final design. The campaign print aspect is consisted of 2 ads, one portrait and one landscape. The title goes ‘Live on the Wild Side.’ and the body copy reads ‘Fedrigoni let you pick the papers that best express your wild imagination.’ The direct mail has two postcards, an invitation and a paper doll, and a badge.
The print ads’ll be featured in design magazines like creative review, eye, design week, etc. The invitation will be sent in a black envelope, matching Fedrigoni’s packaging. The invitation is a postcard, requiring RSVP from the receivers. It is for the attendance to the party. The instruction of what to do with the received package is included in the invitation. The paper doll is perforated so it’s easy to pop out, and the instruction is included too. The badge is used as the party ticket, pin is attached ready for use.