designing the other way round
After having created an interactive cover for the printing magazine AGI we had a half-page ad to play around with and decided to use it to promote a secret club, so it seemed interaction was, once again, key as we wanted the ad to be half about us and half us, if that makes sense - we wanted to advertise without stepping out of the creative realm we were advertising, so interaction it was. being pressed for time, we looked to the advent calendar we had made in December for recyclable ideas and we chose to revisit the most minimal of animations: The Thaumatrope.
a minimal bit of planning of format and communication.
Annabelle's sketches for the Thaumatrope.
What would make sense would be to have the illustrator design the image for the 'trope and the the designer do the ad, and that was how we started, but what made this design process interesting was that after initial sketches, we swapped.
Kenn baring his chest to create the thaumatrope.
Not only did we swap roles, we also pretty much swapped the order you usually make these things in, starting a rough layout in Illustrator (of course initial ideas had happened in the sketchbook) before creating the artwork for the ad as a collage, building the ad as an oversized object.
Kenn's initial Illustrator sketch next to Annabelle's finished artwork.
This is obviously a time consuming way to work, but not massively slower and the exercise of swapping thing around benefitted the ad immensely, looking through an issue of the magazine, this will surely stand out, although this is very much an attempt to promote the work we do and ultimately to get more work, we decided not to put our name on the ad. Working under the name a secret club obviously makes that decision easier, but our experience with memory work also suggests that although fewer people who will have looked at the ad will know our name, the ones that have checked out the website following the ad will have a much clearer memory of us - spoon-feeding is not good for your memory, exploration is. Furthermore, this effectively filters out the less passionate and curious members of our target audience, the ones that wouldn't be interested in working with us anyway.
See the finished ad and make the thaumatrope here. (pdf)