Professional Documents
Culture Documents
Analogy
Jake Boeve
DAD 234
Assignment Brief
OBJECTIVE
Create outdoor media executions that differentiate similar category brands in simple and telegraphic ideas. Use an analogy to evoke an emotion from the viewer.
OVERVIEW
The rules of outdoor advertising are very different from magazines. Text, image, color, size, location and, of course, message must all be distilled down to the simplest execution possible. Readability and nearly instantaneous understanding are the goals of successful outdoor advertising. Using a visual or verbal analogy helps the viewer understand the benefit and allows them to feel the intended message in a more emotional context.
Client
93.9 The River
Jake Boeve
Getting Ideas
you know the next big thing, you grew up in the 90s, music actually means something, youre in an indie film, that person who liked them before they were popular, your own music collection is nothing.
Jake Boeve
Creative Brief
Jake Boeve
Thumbnails
Jake Boeve
Thumbnails
Jake Boeve
Thumbnails
Jake Boeve
Thumbnails
Jake Boeve
The Concept
The concept was to show that 93.9 The River is not just another top 40 radio station, but something more. By using contrasting headlines and juxtoposing them next to each other, the idea was communicated in a way that would resonate well with the target audience. The challenge came with what could be said to best communicate the idea. After playing around with many different ideas, I chose to focus on prominent musicians from the 80s and 90s and the emotions associated with their music.
Jake Boeve
The concept
Ideation and Copy Exploration
The three chosen musicians were Morrisey, Robert Smith, and Kurt Cobain because of their wide variety of musical styles. Chosing artists from the 80s and 90s was the best route to take because most of the target audience grew up listening to these musicians.
Jake Boeve
10
Final Script
PRINT
Client -93.9 The River Title More Than Top 40 Size - Outdoor Date 3/20/14 Writer Jake Boeve
Top 40 Morriseys Bitterness Robert Smiths Heartache Kurt Cobains Tortured Soul
Jake Boeve
11
Initial Compositions
Billboard
Jake Boeve
12
Initial Compositions
Poster
Jake Boeve
13
Initial Compositions
Bus
Jake Boeve
14
Final Composition
Billboard
Jake Boeve
15
Final Composition
Poster
Jake Boeve
16
Final Composition
Bus
Jake Boeve
17
Final poster