B2 Evaluation

I was tasked with creating either a documentary or print media exploring the theme of Regional Identity within the City of Sunderland. I decided to create a print campaign featuring 3 of some of Sunderland's most defining landmarks. These landmarks consisted of Roker Pier, Penshaw Monument and Fulwell Mill. To begin this project, I first conducted research into my client, Sunderland Culture. When doing this, I was able to find information on the companies history, past projects, who they were, where they operate, what they do, their values and ethos, as well as their key stakeholders. This is some of the information that I was able to find on Sunderland Culture.

As seen above, I have given a brief analysis of my client and explained their background. I have also spoken about their 'Twenty Four Seven Programme' and included their ambitious timeline, spanning from 2018 to 2024.

I have also spoken about two of their other projects, the '2021 UK City of Culture' and 'The Great Place Scheme'

After researching into the client's background and careful consideration of the brief, I eventually decided that I would produce a product in the form of print media. Because of this, I decided to look into existing examples of print advertisements and attempt to analyse them. I chose three separate print ads from different companies and deconstructed each one of them individually in order to determine the codes and conventions of an effective print ad.

From this analysis, I was able to determine that many effective print ads seem to use close-up shots or medium shots, focusing on one particular object that effectively conveys a selling point.

As for the pre-production aspect of my project, I carefully considered both the logistic as well as the creative aspects. The logistics consisted of release forms, location scouting forms, personnel lists, resource lists and risk assessments. Whereas the creative aspects were camera angles, technical codes and story-boarding. This (below) is my pre production work.

As shown above, it was very important for me to scout all of my filming locations and fill out scouting sheets in order to know when I would be gathering my images beforehand.

The production process was very brief as I was content with most of the images taken although, it did involve some trials of experimentation as shown below

The Post- Production process involved lots of experimentation. After, having sourced my images I uploaded them into Adobe Photoshop and began trying different filters and effects.

My original draft contained an image surrounded by a black and white border with a piece of text in the center of the image on the left-hand side. This was a very simplistic, draft design

These were the responses that I received for this print ad

These responses encouraged me to edit the text as well as the lighting.

Here was the image after I removed the filter and changed the font colour.

I then continued to experiment with different filters such as the one shown above. I decided that this filter although aesthetically pleasing, was not the look that I desired for my ad.

I instead used this one. This is a light overlay that I sourced from Google.

After adjusting the size and the opacity of the image, this was what it looked like. I was pleased with the effect that it created

This was what it looked like after acting on the feedback shown above. I added the 'Sunderland Culture' logo and changed the positioning of the overlay as well as adjusting the opacity. I also made the image a lot brighter