P R O J E C T B R I E F

DESIGN A PROMOTIONAL CAMPAIGN

The brief
Design and create a promotional campaign for a product of your choosing, using multimedia production software, interactive and web tools, and the technologies of video production.

Key insights
• Promotion involves disseminating information about a product, product line, brand, or company.
• A promotional campaign can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

Considerations
The product can be based on an existing or fictional product or a combination of the two. The product could be a physical product sold in stores, a service provided by a company, or an entertainment product such as a film or tv show. The product could also be information and awareness such as a promotional campaign for a health or safety issue, or a new exhibition at a museum.

Mandatory Requirements
Your campaign will consist of;
1. A project proposal outlining your concept and plans.
2. A multimedia video aimed at generating excitement, interest, and awareness of the product.
3. An interactive website promoting the product, providing information and context for the product, and generating further excitement, interest, and awareness about the product.
4. A physical display or packaging of the promotional campaign, is it an information kiosk, a museum exhibit, a display offering brochures with DVDs?

Design Constraint
Choose from the list of sound tracks. Select one and use it as the audio component of your multimedia video. This means you must create a connection between the product you are promoting and the audio soundtrack you have chosen.

The purpose of using an existing non-original soundtrack is two fold. Firstly, it is intended to give you a starting point with which to base your product and visuals on. Secondly, it simulates the constraints and limitations of the design process. How you choose to interpret the soundtrack is up to you. For example, the soundtrack that is the testimony of a UFO witness could be worked into a promotion for a movie, best selling book, toy, UFO awareness campaign, etc. BE CREATIVE

OUTLINE OF DELIVERABLES
dates listed are tentative, final dates will be announced

DELIVERABLE 1: Concept, research & development:
Due week of March 17th-21st
Choose one of the soundtracks as your starting point for this project.
Decide what product your campaign will be promoting. Develop your concept, research and develop your design approach, visual style, and imagery. This will be delivered as a series of blog posts.

DELIVERABLE 2: Multimedia Video: Due week of April 14th-18th
Create a multimedia video aimed at generating interest in your product.
Examples are: trailer for a movie or tv show, music video, excerpt from a documentary, informational video, commercial, etc..

The design style, imagery and visual content, and narrative you use in the multimedia video will form the basis of your campaign. You will be reusing these elements throughout the rest of the project.

The video can be created using video footage, animation, found and self generated imagery.

DELIVERABLE 3: Interactive Website: Due week of May 26th-30st
Using the multimedia video you have created, design an interactive website to provide a context for your multimedia video. The purpose of the website is to further generate excitement and interest in the product. The website should provide a context for the product, substantiate it, make it more realistic and believable.

Use the visual assets you have gathered as well as animation or footage from your video and integrate these elements into the visual design, and interactivity of the site.

DELIVERABLE 4: Exhibition: Due week of June 9th-13st
Design the packaging and presentation of your campaign.
Is it displayed as an information kiosk, is your piece an exhibition in a museum, a storefront display, a carry away printed packaging with CD-ROM/ DVD, movie theater, you can choose any setting or context that your piece will live in.