Filed under: Prototypes | Tags: animation, commercial, Prototypes, Storyboard, style frames
These are some of the style frames for the animation. They are only missing some special features like sand in the wind, tracks, some color tweaking, and the better shot composition [ these are not the same as the storyboard].
Filed under: Prototypes | Tags: animation, commercial, maya, Prototypes, renders, tests
Here are some examples of initial renders for the commercial. They are based on shot 1 from the storyboard. The renders are not complete by any means, this is just a test for positioning and composition study.
In the process of designing a bottle label I found it hard to find similar designs and ideas to what I had in mind. In my search I found some which influenced some parts of my design. Although my designs are still at a initial phase the prototypes have been somewhat successful and the influence is noticeable. From the following labels i found many characteristics which seemed appealing to me such as a sense of tradition by implementing awards won, the brewers/owner’s faces, old/traditional designs, and key colors for easy recognition. Another point of interest was the implementation of critical ingredients of brewing into the designs; such as, illustrated barley, hops, and wheat. I also noticed the labels referenced to key aspects of the beer and who makes them, like Nine Man Ale and BeerManns. Finally, another key point in the designs was the contrast between having simple usage of colors and logos, to intricate designs and wide color spectrum. The labels are courtesy of www.beerlabels.com.
Filed under: Prototypes, Storyboard | Tags: animation, branding system, craft brew, propaganda, Storyboard
StoryBoard
The idea behind this animation is to enrich all the content of the branding system for the brewery. The animation will complement the ideas, the visual aspect of the posters, and the overall theme of the branding system. The animation is based on a fan sketch which shows me on top a tank reigning over all mass produced beers and claiming my victory, all of which is happening inside a beer glass. The animation should be between 15-30 seconds long and will be built using After Effects, Maya, and live action footage. The idea behind the storyboard is having an army of individuals whom cannot be identified [representing the my target audience and fellow craft beer enthusiasts] as an indication of the beer I brew and the branding system is designed for ANYONE who prefers craft brewed beer over generic. The theme of the animation is based on Communist and Socialist propaganda.
Week 2 Feb. 2-6
-Storyboard animation for commercial
-Design more posters
-Design brand accessories
Week 3 Feb. 9-13
-Revise/Finalize Storyboard
-Build website for brewery*
-Design more poster/accessories
Week 4 Feb. 16-20
-Capture footage for animation
-Design more poster/accessories
Week 5 Feb. 23-27
-Edit footage
-Design more poster/accessories
Week 6 Mar. 2-6
-Work on After Effects Animation
Week 7 Mar. 9-13
-Work on After Effects Animation
Week 8 Mar. 23-27
-Work on After Effects Animation
Week 9 Mar/Apr. 30-3
-Work on After Effects Animation
Week 10 Apr. 6-10
-Work on After Effects Animation
Week 11 Apr. 13-17
-Finalize After Effects Animation
Brewing is an Art and a Science!…It requires a broad and free-minded palette, creativity, ingenuity, great attention to detail, and most important love for beer itself! There are endless varieties of beers and unlimited possibilities which is why it is so appealing to me. In my trials I have found Charlie Papazian’s ideals to be the most rewarding “Relax. Don’t worry. Have a Homebrew!” and of course my personal favorite, ” …the best beer in the world is the one you brewed.” When brewing I think of these as clear indications of what my thesis implicates. My beer is the best because I made it and no other is like it. My latest brew was an Imperial Pale Ale, an extreme beer with 10.5% alcohol, not an easy feat to accomplish! The following images illustrate some of the steps I followed through this enlightening journey. First, I gather recipes of a certain beer style I want to brew then I devise my own, in this case Imperial Pale Ale with my own twist. Second, I created the pre-boil tea which is an essential part of the wort [beer without alcohol]. This tea gathers all the nutritious flavor and color of the mashed grains [barley]. After the tea is prepared, I start the standard 60 min. boil which involves the malt extracts, hops, and other key ingredients for creating the wort. For the Imperial Pale Ale, I had 4 hop additions [Chinok or Centennial hops for bitterness, Cascade hops for flavoring then aroma, and finally a final hopping of Cascade for the dry hopping]. All these hop additions help create a strong and flavorful beer. Then I start the fermentation with a strong yeast for the production of alcohol, this usually takes about a week [depends of the type of beer]. Once the fermentation is complete, I prepare the beer for aging in a glass carboy with the addition of the dry hopping which gives the beer the last touch of hop flavor, aroma, and bitterness. Finally, after about two weeks of aging, I bottle the beer and prepare the logos. The beer is finally ready in about a month!…Again, here is where Papazian’s quote comes to mind, “Relax. Don’t worry. Have a Homebrew!”
Here are some beer label possibilities with the insignia and main star. In my opinion, these labels are both successful and unsuccessful. Successful because they are clearly emphasized on the art and are not designed as mass produced labels for large conglomerates. They also have some of the influential key aspects of traditional beer labels for craft brewers because of their clear indication of the brewer, the ideals, and the type of beer. They are unsuccessful because they are not designed specifically for the bottles; these designs are meant to be singled out by them selves or incorporated into the bottle label but without them being the only design on the bottle. They also don’t illustrate what type of beer is inside or any back story about the brewer or brewery which in my opinion are essential to the craft brewing community. Having such things on the label are essential because as a craft brewer I distinguish myself from other first through my beer, second through the image is portrays.
Cultural Values in Beer Advertising
Using Advertising for a Competitive Advantage in Business
NY Times Beer
Times Beer Article
Other influences
Charlie Papazian
Dogfish Head Brewery
Micheal Jackson – The Beer Hunter
