Production

Print Based Ad :

The final product was composed in Adobe Photoshop. The 4 images used were digitally manipulated to appear as if they belong together. This was achieved mostly because of the 'Render - Lighting Effect'. Motion blur helped to sell the effect of our subject moving downwards. HUE, Contrast, Brightness and even Image Curves were altered for each layer to match the intended feel. The background was created by 2 different underwater images double exposed to create a dull washed green hue. I colour picked the colour and brush stroked the lower half of the composition to help remove image static around text and the subject. The subject was removed of his arms and then digitally manipulated with hues and blurs to match the image style. Chains were merged to his arms and the entire layer was 'Lens Blurred' to represent the feeling of death and lack of will to live. This shifts our focus to not only the surface (reminding us why this is happening) but also distances us from his situation. We are focusing now on the Text as it is. My hope was that the image would feel surreal and shocking. 'IMPACT' was the font used. This is because I wanted the image to have a lasting 'Impact' on the audience.

Pop Up Ad :

To create my 'Pop Up Ad' I needed to first convert the file to RGB colour format. This was done by importing a .TIFF file into photoshop before saving the file in the correct format. The background layer was significantly brightened so that it would stick out on a small phone screen. The fonts were recoloured and repositioned. For this export, I even added a drop shadow to the text so that it would be easier to read in low resolution devices. The signature Pop Up style 'X' was added as placement for an exit link. And the white text will be linked to the website for easy navigation.

Sticky Ad :

For the 'Sticky Ad' I used inspiration from my pop up ad, and decided to export a higher resolution/more detailed render of the web link. Here, I could keep the colours closer to the original print and even leave room for additional text. This was because it was there for the audience to view by choice. As sticky ads do not cover material, it is up to the audience whether they want to even view the ad. This digital awareness advert was a low contrast, high resolution render of the popup ad with additional details.

 

Here is a short time-lapse of the creation process. With the source images used, I was able to create this print in a mere hour. The video showcases the skills I used to manipulate the images with the complex tools that Adobe Photoshop has to offer. 

• Free Transform - scaling objects
• Perspective - giving subject a sense of distance
• Brightness - colour correction
• Contrast - colour correction 
• Hue - colour correction
• Curves - colour correction
• Opacity - seamlessly merging layers
• Drop Shadow - giving the subject a sense of realism
• Lighting Effects - giving the subject a sense of realism
• Lens flare - giving the subject a sense of realism
• Noise - final step (added to an adjustment layer) to seamlessly merge the composition
• Horizontal Text - to give the audience information
• Liquify - free positioning of subjects posture and stance
• Motion Blur - simulate movement 
• Lens Blur - simulate lens focus

Kit List :

The Huion large scale graphics pad is a wireless pen pad for mac and windows computers. It uses an ergonomic 'Digipen' to give me a hand with my photoshop compositions. I use it because of how little manual control I have with a mouse. With the touch pen, I can literally draw on screen as if I have my hands on a physical copy. This means that (using the open) I can get my compositions accurate to what I have in mind with ease. Another positive with the pad, is the macro keys along the left side. Here, I can undo/redo and alter layers and effects without bringing up any menus whatsoever.

The Lenovo Thinvision is my monitor of choice. 

When composing, I usually run a dual monitor display. One will be calibrated to its default settings, while the second I have set to high contrast/saturation. This way, I can check the noise and colour levels on both displays to see how they will appear  on alternate devices. This ensures that all of my image exports will look great on every type of screen and print.