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TABLE OF CONTENTS
INTRODUCTION COVER LETTER 3RESUME 4-5
PORTFOLIO SHOWCASE #1 – NOKIA 5800 6-7REFLECTION #1 8
SHOWCASE #2 – KENTUCKY GRILLED CHICKEN 9-11RELFECTION #2 12
SHOWCASE #3 – ‘X’ 13-22REFLECTION #3 23
SHOWCASE #4 – PASTAMANIA LOGO REVAMP 24-31REFLECTION #4 32
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Cover Letter
Concept Deang VeeradejBlk 94B Bedok North Avenue 4 #07-1377Singapore 461094Mobile: (65) 9170 [email protected]
12 November 2009
Cristy PengBates 141 Singapore#30-06 Shaw Tower100 Beach RoadSingapore 189702
Dear Ms. Peng,
I am writing this letter to express my interest in the open position of Junior Copywriter at Bates 141 Singapore that was advertised on job search website jobsdb.com. I have graduated from Singapore Polytechnic with a Diploma in Media & Communication Diploma and a Specialist Diploma in Digital Film and Television. I have a developed a proficiency for writing and conceptualization through relevant modules in the polytechnic, which makes me a well-suited candidate for the job.
Although I am only moderately qualified for the job with only a tertiary education, I strongly feel that my passion for writing and creativity developed through my polytechnic education will make up for it. I am sure my enthusiasm for learning would allow me to quickly adapt to the pace of working and contribute to the creative team.
Over the course of three years, I have cultivated my competence in writing for various media including features, print, digital and also script writing. I am constantly seeking to improve this skill-set and admire the quality work that your organization has produced for brands like Heineken and HSBC. I believe that it is a challenge I want to take up, fueled by my passion for advertising.
A copywriter also requires a lot of vision, ingenuity and conceptualization since he/she is part of the creative team. The Specialist Diploma has equipped me with the ability to visualize ideas as part of writing a script and given me insight into directorial vision. These two experiences have allowed me look at things from a different angle, which I would be able to make use of at work.
Nonetheless, the advertising industry revolves around a lot of cooperation and teamwork. The various projects that I have undertaken include brand management, media research, events and campaigns. Through these projects, I have experienced the ins-and-outs of working as both the supervisor and the subordinate. I am also able to function as part of a team or independently.
My resume is enclosed for a more detailed look into my skills and achievements.
I look forward to meeting you soon for discussion about this position. Feel free to contact me via my phone or email provided above and I hope to hear from you soon.
Sincerely,Concept Deang
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Resume
CONCEPT DEANGBlk 94B Bedok North Ave 4
Singapore 461094
IC No: S9001524I Mobile: (65) 9170 9897Email: [email protected]
Passion-driven Diploma in Media and Communication Graduate with an imaginative expansive mind, competence in many writing styles and an eagerness to learn
Relevant Skills
Writing Skills Adaptable to different styles of writing and the various approaches due to
module training Able to provide various points of view to keep writing fresh and appealing Played the role of copywriter and proof-reader for projects in advertising-
related modules
Organizational Skills Successfully co-organized a campaign centered around kindness for the
module ‘Integrated Marketing Communication’ which garnered over 500 student pledges
Effectively organized a mini-event that educated secondary school students about the Diploma in Media & Communication, resulting in a 95% rating
Meticulous attention to detail even under stress and nearing deadlines, uncompromising the quality of work
Interpersonal/Teamwork Skills Worked as a team with classmates of various abilities and characteristics to
complete projects e.g. Final Year Project, filmmaking and brand re-vamp Pro-active in giving constructive criticism to group mates so that they may
better fulfill their duties and roles Open to comments and criticism and able to take them in stride Adept in handling all sorts of personalities due to prior work experience in F&B Developed the ability to micromanage team members due to directorial experience in
Specialist Diploma
Creative Skills Co-produced many advertising materials with designer for numerous course projects An eye for graphic design allows for overall visualization of graphics and copy text
which can improve cohesiveness of produced work Basic knowledge in graphic design – Photoshop and video editing – Final Cut Pro
Education
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Diploma in Media & Communication Apr 2007 – Mar 2010Singapore Polytechnic Obtained a ‘B’ grade and above for writing modules: Writing for the Media,
Feature Writing, Creative Communication and a Distinction for Creative Communication
Obtained a ‘B’ grade and above for advertising-related modules: Introduction to Public Relations and Advertising, Consumer Behaviour, Events Management and Promotion, Corporate Identity and Brand Management and Personal Selling
Scriptwriter for short film project ‘X’, which scored an ‘A’ grade for a Specialist Diploma filmmaking project
GCE ‘O’ Level Jan 2003 – Dec 2006Chung Cheng High School (Main)
Achieved an A1 in English for GCE ‘O’ Level exam Achieved an A2 for Additional Mathematics and Elementary Mathematics
Work Experience
Writer (Internship Programme) Nov 2009 – Feb 2010Key Editions Pte. Ltd.
Server (Vacation Job) Sep 2008 – Mar 2009Timbre @ The Arts House
Achievements Participated in Crowbar 24-Hour Advertising Challenge 2009 Selected for Leadership Training Course (Singapore Scouts), 2005 Participated in National Day 2009 as part of Singapore Scouts squad
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The Nokia 5800 XpressMusic: ‘It puts pirates to shame.’
Product: Nokia 5800 XpressMusic
Title: “Unemployment On The High Seas”
Client: Nokia
Duration: 60 seconds
(SFX: WAVES CRASHING AGAINST SIDE OF SHIP)
(MUSIC: CARRIBEAN THEME – FIDDLE/VIOLIN)
(SFX: CLASHING SWORDS AND CANNON FIRE)
Captain: ARRRR, Matey! It’s not been going well for me ye
see! Someone, or rather, something is taking
over the seven seas and putting jolly old me out
of business!
(SFX: RATTLING OF A FEW COINS IN A BAG)
Captain: Ye hear that? That be all that’s left of me
treasure!
First Mate: Hey cap’n! The boys managed to catch one of
‘em, ALIVE! Over here, portside!
(SFX: FOOTSTEPS, ONE BOOT, ONE PEGLEG)
Captain: Scurvy lil’ brat! Tell who be ye cap’n!?
Prisoner: If I spill it, would you spare my life?
Captain: Ye wish is granted. Now spit it out!
Prisoner: He, or rather it has a large, wide, hi-
resolution screen. And it’s a 16:9 ratio, much
greater than what you have!
(SFX: PUNCH TO THE GUT)
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Prisoner: Ouch… All right, all right. It also has easy
access to media, contacts and effortless
transferring from PC…
Captain: Now, that’s making me furious! ANY MORE?
Prisoner: Okay, seamless uploading to websites, image and
video editing and most importantly, FREE
DOWNLOADS FROM A LIBRARY OF A MILLION SONGS!
HAHAHAHA!
Captain: YARRRR! I’VE HEARD ENOUGH! TOSS HIM OVERBOARD
(SFX: CAPTAIN’S HEAVY BREATHING)
(SFX: CHEERS, SHOUTING BY CREW)
(SFX: WATER SPLASH)
Female Narrator: With the all-new Nokia 5800 Xpressmusic,
you’ll be opened to a plethora of functions. What’s more?
It ‘Comes with Music’ – the privilege of downloading free
tracks from the Nokia store in the first year. Now that’s
a deal that puts pirates to shame.
Nokia. Connecting People.
(MUSIC: NOKIA THEME)
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The Nokia 5800 XpressMusic: ‘It puts pirates to shame.’
As part of a course module “Writing for the Media” conducted during my third year. I was tasked to create a 60-second radio advertisement for the Nokia 5800 XpressMusic.
Through research, I noticed that there were a large variety of competing phones in the market. Therefore the advertisement had to revolve around a benefit that most of the phones did not have – it ‘comes with music’, which is essentially a year of free music downloads from Nokia’s very own Ovi store. It was important to acknowledge the fact that this feature is essentially free, legal downloading of music and this was the better choice over musical piracy.
Thus, I coined the key message “It puts pirates to shame” to focus on how the year of free downloads was much better than piracy. It was also aptly titled “Unemployment on the High Seas” to signify that the advertisement was going to show how the Nokia 5800 was going to put pirates out of business.
Only a few grammatical changes were made to the radio advertisement after grading as I felt it was important to retain rough, disgruntled pirate gibberish in order to make the advertisement stand out.
In this dramatized advertisement, I have personified both music pirates and the Nokia 5800 to reflect the roles they play in the business of music downloading. The ‘pirates’ have captured a ‘crew member’ from the Nokia 5800, which has been stealing their customers in the form of ‘gold pieces’. The ‘crew member’ would then proceed to state how much better it would be compared to illegal downloads. By personifying these elements, I feel that it would be much less of an ordeal for the listeners to relate and visualize the advertisement
Sometimes, an advertisement must come across as literal and satirical in order to appeal to a wider audience. Thus, the inclusion of this piece of work in my portfolio to show that I am able to incorporate these two angles into a radio advertisement, which is something that I might have to produce in the future. This piece of work represents certain writing styles that I will use and have been using.
This would also be appropriate for 98.7FM and 91.3FM, which are the two youth-oriented radio stations that this advertisement would be featured on.
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Kentucky Grilled Chicken: ‘Be Thrilled, Get Grilled’
COPY PLATFORM
Ad subject:
Kentucky Grilled Chicken (KGC)
Ad problem: People today are seeking healthy, yet great-tasting alternatives when it comes to food
Product characteristics:
Packed with flavour Marinated and seasoned with savoury blend of six secret herbs and spices Slow-grilled to perfection Cooking process includes another blend of spices Utilization of custom-designed, patented ovens Fewer calories (70-180), fewer fat grams (four to nine) and less sodium
compared to Original Recipe Chicken Advertising objective:
Let the target market know that KFC (Kentucky Fried Chicken) is providing a ‘better-for-you option for health-conscious customers who love KFC’s finger lickin’ flavour’
Target market:
Working professionals who are health-conscious
Competition:
Most of the established fast food chains in Singapore are beginning to offer healthier choices in their menus.
Statement of benefit or appeal:
Does not sacrifice the great taste of KFC Low in calories, fat and sodium
Creative theme:
The right balance of taste and healthiness
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Supportive selling points:
Non-replicable secret recipe
Call to action: Stop by KFC on “UNFry Day” to sample KGC for free
COPY SHEET FOR PRINT AD
Product:
Kentucky Grilled Chicken (KGC)
Medium: Newspaper
Client:
Kentucky Fried Chicken (KFC)
Headline:
Be thrilled, get grilled.
Subhead: 50% delectable, 50% healthy – That’s all there is to it. [The print ad will have a piece of KGC divided, one healthy side, and one tasty side. This will represent KGC’s positioning]
Body copy:
Here at KFC, we want the best of both worlds for you.
We heard your call. You wanted something healthier. You still wanted it to taste like us. That’s why we have worked tirelessly all this while in order to create a second secret recipe – the KGC.
The Kentucky Grilled Chicken is our revolutionary, non-fried menu item. It stays true to the standards of high quality and great taste that we have pioneered.
It’s perfect for your fast food craving during a diet, a guilt-free afternoon snack or that health buff of a colleague who only consumes a bunch of green leaves for lunch.
And what’s more, it doesn’t make that much of a mess either.
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Call to action:
Head over to your nearest KFC outlet on the 27th of June to sample a free piece of KGC. You’ll surely be in for a thrill!
Subhead or slogan:
KFC, it’s thrillingly good!
Signature:
Kentucky Fried Chicken, 17 Kallang Junction, Esmart Centre, Singapore 339274
Kentucky Grilled Chicken: ‘Be Thrilled, Get Grilled’
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Another requisite for the same module that I have mentioned beforehand, I had to create a print advertisement copy for Kentucky Grilled Chicken. Naturally, the scenario was that KGC (Kentucky Grilled Chicken) was coming to Singapore.
With the influx of healthy fast food into restaurants like McDonalds and Burger King that tasted nothing like their predecessors, I needed to show that KGC was fresh, healthy and yet still able to retain the ‘finger-licking goodness’ that KFC (Kentucky Fried Chicken) emphasized in all its products.
The headline created for my KGC advertisement copy was ‘Be thrilled. Get grilled’. A corresponding slogan was also as a play on KFC’s own one-liner created – ‘It’s thrillingly good’. They were termed as such to strike up interest in the target audience because KFC’s new offering was something exciting.
A graphic for the print advertisement was also proposed – half a piece of KFC’s signature chicken fused with a healthy-looking, grilled piece of chicken. The tagline proposed was ‘50% delectable, 50% healthy”. This was meant to give readers a bigger picture on what KGC is.
The main print copy constitutes KFC answering the consumer request for the healthier choice and shows KFC’s passion for food. Most importantly, I attempted to address the reader through a few situations that they experience in daily life.
In my opinion, the second most significant part that readers see on a print advertisement would be its copy – first being the graphic itself. I strongly feel that an advertisement copy determines whether the product is attractive when the graphic fails to entice. I believe this piece of work showcases my ability to relate the reader to the product through copy text, which makes for effective consumer appeal.
In a nutshell, this piece of work demonstrates my competence in creating copy text for a print advertisement, in addition to scripting a radio advertisement.
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‘X’
Rundown of scenes
Wake up scene (split)Walk to bus stop (split)Art gallery Flyer scene (split)Café (split)Annie taking photosCafé (split) Annie taking photos part 2 (sees the bright side of things)Café (split)Wake Up scene (split)Art gallery (split till they meet)X-over here.
INT. ANNIE’S HOUSE/JACOB’S HOUSE – DAY (SPLIT)
Annie and Jacob wake up from opposite sides of the bed. They then switch off their alarm clocks and get out of bed. Both of them then take a look at their calendars, mark that day’s date and then take notice of a date they have circled in red.
EXT. BUS STOP – DAY (SPLIT)
Both Jacob and Annie see a bus reaching the stop. Jacob strolls to the bus stop, not in a hurry at all. Annie runs over and tries to stop the bus, but fails.
ANNIE (V.O.)Life has to be on the fast lane. It’s going to be weird
if I’m not always on the move.
JACOB (V.O)Sometimes you just need to take it slow. Things in life
should just go at your pace…
INT. ART GALLERY
Annie is staring intently at a big photo in an art gallery. As she stares, she shakes her head and bites her lower lip in disagreement. Jacobs walks into the frame and starts admiring the same photo. Annie then looks to Jacob.
ANNIEDon’t you think it’s kind of sad how this cute, little bird hangs on to his dear life on this fragile twig?
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JACOBI disagree. I’m sure that this ‘twig’ was strong enough
to withstand the force of the waterfall.
ANNIEUmm… You could be right, but I bet that twig is going to
break anytime.
Jacob stares at Annie momentarily, trying to think of something to refute her statement.
JACOBOh well, guess I cant change your negativity.
ANNIE
Nope. Not today. Was nice talking to you though
Annie smiles sweetly at Jacob and exits, leaving him to ponder over the conversation.
EXT. BUSY STREET(S) – DAY (SPLIT)
Annie and Jacob walk down the street to the bus stop hurriedly. In front of them, there is a youngster giving out flyers.
JACOB (V.O.)How familiar… I remember I used to give out flyers too,
and I bought my very first camera with that money…
ANNIE (V.O)I don’t understand why someone would want to put
themselves through hot sun and unappreciative people just to get a few dollars an hour… I really don’t.
A flyer was shoved into Annie’s hands after she ignored the youngster. Jacob gladly takes the flyer and continues walking, reading the flyer attentively at the same time.
The flyer is actually about a photography competition and the top three entries would be displayed for public viewing as exhibits.
INT. CAFÉ (SPLIT)
Annie is sipping a hot cup of coffee in a very cozy couch. As she leans back, she notices one of the in-house photo books under the glass table and starts flipping through. She finds a picture – a photo of old people
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gathered at Chinatown. The photo is captioned ‘Happiness does not fade with age – Jacob’.
ANNIE (V.O.)Happiness does not fade with age, interesting. But I
wouldn’t have shot it this way. Growing old just leaves you lonely – a gloomy solitude. That’s how I would have
pictured it.
In the meantime, Jacob arrives at the opposite and sits opposite Annie. He proceeds to order a drink from the waiter as he returns Annie her bill. Annie takes out a post-it and a pen. She starts writing on the post it, pastes it on the page and then returns the book under the table.
JACOB (V.O.)Oh, seems they published my photos. And what’s this?
Jacob sees the book with a post-it and proceeds to take it out. The waiter returns with Annie’s card and she signs. Jacob then asks the waiter for a pen and scribbles on the book. Annie then leaves the café while Jacob continues looking through the book.
EXT. STREET – AFTERNOON
Annie is walking down the street, distracted. She starts looking around furtively, searching for inspiration.
ANNIE (V.O.)What that person said about old age, isn’t really true. When my parents split, it was because they weren’t happy
with each other. I should just stick to my own principles.
Annie then spots something in the corner of her eye. She turns, stares at it for a while and snaps a photo.
INT. CAFÉ (SPLIT)
Annie and Jacob both enter the café and go to the very same table. They take a seat. The waiter then arrives and takes both their orders.
The two of them then take out the same photo book from under the table. Annie flips randomly to one of her post-its. It reads ‘loneliness grows with age and abandonment’.
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ANNIE (V.O.)Well, I was expecting whomever it is to reply to this
one. (Sigh)
Jacob opens the book at the same time and flips the pages slowly, admiring the photos.
JACOB (V.O.)(Laughter) Someone’s actually conversing with me through
all these post-its. Well I hope she changes her mind about certain things. You can’t live your life thinking
that everything’s going to end in flames.
All of a sudden, Annie picks up the camera and searches for a photo. She realizes that the photos are similar, but the one in the book is warmer and more optimistic.
ANNIE (V.O.)Oh wait; if I look at it that way, you’re right. Maybe I could have taken a better picture if I saw things that
way.
A note on the photo reads ‘Every cloud has a silver lining, try that’. Annie then smiles to herself. At the other end of the table, Jacob flips the pages till he reaches the same page as Annie.
Annie takes out a pen and answers to the anonymous person who wrote on the post-it. As she scribbles ‘Will do’, Jacob smiles as he reads it.
JACOB (V.O.)I see you’re taking a wider perspective of things. That’s
good.
As Annie flips to the other pages, Jacob does the same as he is reading her replies.
EXT. STREET – AFTERNOON
Annie is again walking down the very same street.
ANNIEWhoever that person was, he made sense. I shouldn’t have
let my past affect the way I see things and cloud my judgment. There might be to this world than just unhappy
endings.
Annie then snaps another photo.
INT. CAFÉ (SPLIT)
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Once again, Annie arrives at the café. While she settles down, Jacob has already finished reading something in the photo book.
Without hesitation, Annie takes out the photo book from under the table and flips to the last post-it she wrote on. It reads ‘Oh by the way, there’s an upcoming photography competition. You might want to give it a shot’. Annie then contemplates for a moment.
She then glances at her camera, followed by her watch. It is two days before the submission date.
ANNIEOh no, I hope I can still make it!
Annie scribbles her reply hastily as she rushes off. Jacob is still seated at the café, gloating.
INT. ANNIE’S HOUSE/JACOB’S HOUSE – DAY (SPLIT)
Annie and Jacob both wake up. Eagerly, they look at the calendar and nod to themselves.
INT. ART GALLERY (CROSS SCREENS)
Annie and Jacob are admiring the exhibits in the art gallery. Annie starts walking down the aisle.
Annie notices that Jacob had picked up second place in the photography competition. Jacob is staring very intently at a photograph.
Annie then notices something and walks very excitedly over. She realizes that she had won second place and squeals in delight, not noticing that Jacob is right beside her.
In her embarrassment she looks towards Jacob who smiles warmly at her. They give each other a weird look, as if they had met before.
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Singapore PolytechnicSchool of Communication, Arts & Social Science
Specialist Diploma in Digital Film and Television
SC 7406 PROJECT
CA1
Concept Proposal
‘X’CROSS
Aaron Yap DMC/3A/02Concept Deang DMC/3A/03Chong Zhi Wei DMC/3A/03Flora Yeo DMC/3A/04Soh Ying Ying DMC/3A/04Leon Khiu DMC/3A/05
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Concept
“X” explores the conflicting philosophies of optimism and pessimism through the eyes of two everyday people – Annie and Jacob. Through fateful encounters, the two realize that they might just change their views of the world, and learn to see things from a different angle. With their varying takes on certain situations, a split-screen format will be used to show comparison of their diverse beliefs.
The premise of the film encompasses firstly the volatility of fate – “What is meant to be isn’t always meant to be”. We want to show our audience those moments of serendipity between two characters can go both ways. In addition, we have also incorporated the concept of how a person’s “tunnel vision” can be transformed into a wider and more objective perspective in such a short period of time.
Genre
Drama.
Target Audience
We want to target youths and young adults in the age range of 17-25 who are able to appreciate an insightful, yet romantic film unlike any other run-of-the-mill ones.
Storyline
1. Annie sees an apple on the floor, she finds it dirty and unhygienic, kicks it away. Jacob sees an apple on the floor, he picks it up gleefully, wipes it against his shirt and takes a bite.
2. Annie continues walking down the street1. Jacob continues walking down the street. A man is giving some flyers by the street. Annie was forced to take the flyer while Jacob takes it gladly. Annie starts running as she sees something.
3. Annie sees the bus and runs towards the bus stop to catch the bus. She misses the bus. Jacob walks towards the bus stop as he reads the flyer.
4. At the bus stop2, Annie reads the flyer. The flyer is about an online photography competition. Jacob is still reading the flyer, wondering about the competition. The bus comes and they both board it.
5. The elevator3 door is closing. Annie runs towards it and almost got hurt by the doors. Jacob is inside the lift. Annie smiles awkwardly at Jacob over her embarrassment.
6. Annie is staring at a big photo at the art gallery4. She bites her lower lip in disagreement. Jacob appears next to Annie, staring at the same photo.
7. Annie notices that Jacob is smiling. Jacob realizes that Annie is next to him and the two politely nod in recognition due to the lift incident.
8. Annie is sitting in a café5. She flips a photo book found underneath the table. She stops at a photo of old people gathered at Chinatown. The title of the photo is “Happiness does not fade with age - Jacob” Jacob is seated at the same table as Annie was.
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9. The waiter delivers Annie’s bill. The waiter takes Jacob’s orders. Annie takes out a post-it note, scribbles in it and pastes it on the page. The waiter leaves Jacob with his order. Annie closes the book and puts in underneath. Jacob takes out the same book from underneath, sees a post-it note sticking out and flips to the page.
10. Annie takes out her camera and fiddles with it. Jacob takes a photo out from his wallet and scribbles on it then slots it into the book.
11. The waiter returns with Annie’s card and she signs the bill. Jacob stops the waiter and asks him for writing materials. Annie leaves the café. Jacob leaves his seat.
12. Annie is walking down the street, looking around for interesting things. She stops to take a photo. Jacob is walking down the street, he stops to take out his phone and picks up a call.
13. Annie enters the café. She takes her seat at the same table as before. Jacob enters the café. The waiter comes in and takes her order. He takes his seat at the same table as before.
14. The waiter comes in and takes his order. Annie takes out the same book from underneath. There seems to be many post-its sticking out of the book. She flips and finds a photo in between the page with her post-it note that reads, “Loneliness grows with age and abandonment”. Jacob takes out the same book from underneath. He flips the pages slowly, admiring the photos.
15. Annie picks up her camera and search for a photo in a camera. It is a similar photo as the photo but in an optimistic perspective. Her facial expression changed from shock to realization and then a smile when she reads the words “Every cloud has a silver lining. Try that. – Jacob”. Jacob is still flipping the pages until he is at the page with the post-it.
16. Annie takes out her pen and starts writing “Will do.” On the post-it. Jacob smiles as he reads the post-it. Annie scribbles on the post-its on the next few pages. Jacob is reading the words that Annie wrote on the next few pages with post-its.
17. Annie closes the book, puts it back underneath and leaves. Jacob closes the book, puts it back underneath and leaves.
18. Annie is surfing the web for the results of the online photo competition at home6. She sees Jacob’s name as the 2nd winner of the competition. Jacob is surfing the web for the results of the online photo competition. He sees his photo (the one that he slot into the book) sharing the same place as a similar photo but in a different perspective.
19. Annie scrolls to the bottom of the web page and sees the words “All artworks of the winners will be featured in the Art Museum from 12 August 2009 till 31 September 2009”. Jacob scrolls to the bottom of the web page and sees the words “All artworks of the winners will be featured in the Art Museum from 12 August 2009 till 31 September 2009”.
20. Annie is sitting in between some people at the bus stop. Jacob is standing before the people seated at the bus stop. The bus comes.
21. Annie is staring at the same big photo at the art gallery. Jacob is staring at the same big photo at the art gallery. The two of them turns their head towards each other and smiles excitedly.
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22. Annie and Jacob walks pass each other and heads for the opposite galleries. Annie entered the gallery “1st runner-up Winner of the Online Photo Competition – Jacob Hules”. Jacob entered the gallery “1st runner-up Winner of the Online Photo Competition – Annie Tsu”.
Character Descriptions
Annie Tsu (24)A graduate from Liberal Arts at the Juilliard School, she is labelled as the crème de la crème among the local talents. Due to her many experiences with the arts, she took a pessimistic view of life and the things she see as a whole. She started to view art in a negative approach so that others could also realize her point of view instead of always having the over sanguine view of art. Coming from a well-do family, she works hard to support her self and do not demand much from her parents. Though educated abroad, Annie displays the Singapore culture of kiasuism. Failure is not in her dictionary. A straightforward woman who is not afraid to speak up her mind.
Jacob Hules (26)A graduate from a local university in engineering decided to make photography his life long hobby his full time job.Brought up from a lower middle class family, he had all he needed to grow up, nothing more. Since young, Jacob contributed to the society by visiting the villages of Cambodia to help, teach and interact with the people there. His experience taught him to embrace the little imperfections in life and to view things in a positive light. His take on art is that art should be what you would want to remember or a reflection of it.Often mistaken for lazy, he is otherwise passionate in photography. He expects the best and nothing but it
TREATMENT
A large part of the film will be split screen. One side will be Annie, the other Jacob. Jacob’s side will be warmer to portray his optimistic mindset whereas Annie’s side will be “cooler’ to portray her pessimistic mindset. The spilt screen is there to show contrast of how the 2 characters react differently to the same or similar situations.
Though split screen, the 2 sides interact with each other, ala “Sugar Water”. An example would be the apple scene. When Annie kicks the apple out of the frame, an apple can appear in Jacob’s side. Camera sweep transitions, ala “Irreversible”, will be used to transit from a split screen setting/scene to another split screen setting/scene to ensure there is a flow.
The split screen shots in the film will feature shots with little camera movement (café scene), tracking and panning shots (apple scene). However, the non-split screen shots would feature more variety shots, such as over the shoulder, tilting shots to better convey the mood and feel of the particular scene/action.
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The music for the entire film will be subdued, with an acoustic feel. Scenes such as the café scene, where they are writing notes would be instrumental. However, scenes such as the elevator scene and the bus stop scene would have lyrics.
The time frames for split screen scenes are undefined except for the scenes where the 2 characters meet. (Elevator or the art gallery scene) However, the café scenes interact with each other as though they are happening concurrently. An example would be Annie placing the book underneath the table and Jacob taking the book out from his side immediately even though the 2 sides are taking place in a different time period.
When the characters are writing post-its to each other, other than the text that would be superimposed above them (SEE EDITING), there will also be a voice over of what they wrote.
The final crossing over scene would be Annie and Jacob switching sides of the screen. This is to show the change of perspective in both characters. The characters would be literally crossing the middle line into the other side.
EDITING
Certain shots will be filmed concurrently, though they are in different time periods in the film, provided the background activity does not clash with each other. However, there will be certain shots that will have to be filmed separately. During post-production, we would have to take only one side and join it with another footage.
The transition from a split-screen shot to a normal shot and vice versa should be very smooth. For instance, a fade to black followed by the spilt screen, with the line in the middle already in place, could be used to transit from the 2 types of scenes seamlessly.
When the characters are writing post-its to each other, text of what they wrote will appear on the screen. This text will be superimposed to the main visual and will be created in LiveType or Aftereffects.
The music would also have to be cut well to complement the images and enhance the emotion of characters and what they are feeling.
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‘X’ – A short film project
The final module for my Specialist Diploma in Digital Film and Television required me to collaborate with a group of my course mates and produce a 10-minute short film. It was filmed with the intention of being pitched to Mediacorp Studios.
The short film was conceptualized via the collaborative efforts of the filmmakers and I was assigned the role of scriptwriter. The plot of the film revolves around the conflicting philosophies of optimism and pessimism through the eyes of two everyday people. With one character playing the role of a mentor, ‘X’ follows the other as she widens her view of the world. The film was also filmed in a split screen format, where each character takes up half of the frame.
I have re-edited the final draft of the script to correct formatting discrepancies and also removed some of our own notes to facilitate readability.
With our ambitious split-screen format, I had to write the script in such a way that the characters actions had to mirror each other. Dialogue also had to be crafted in a way that portrayed the character arcs wholly since it was only a 10-minute production. I also had to come up with suitable character actions, locations and props that would add flavor to the film and bring the characters out – all of which were commented on and critiqued by my course mates.
Writing this script had me make use of knowledge learnt from previous modules that including scriptwriting, directing and conceptualization. I believe these skills would allow me to provide more input when coming up with ideas, scripting and producing short films and commercial in the workplace.
This short film project demonstrates another aspect of my writing ability and I am not only limited to only copywriting. It has also trained me to be more open to criticism and improved on my co-operative skills, which would most probably be made use of at work.
(Attached is also a concept paper for the film)
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Pastamania Logo Revamp
3 Working Logos with Rationale
Logo A
Figure 2.1
Rationale
According to our survey, only 58% of our respondents were able to associate
Pastamania’s old logo with Italian food – just slightly over half of them. 75% 0f
the respondents also indicated that the colours of Pastamania’s current logo
were relevant to the food that Pastamania served.
For an established eatery such as Pastamania, we have to ensure that an even
larger majority of people should be able to infer that Pastamania serves Italian
cuisine from its logo.
Our survey revealed that the top three impressions that Pastamania’s original
logo gave to our respondents were comfortable dining, good quality food and
quick serving time. They also thought that a good logo had to be vibrant, have
elements of humour, and give the impression of quality products and services.
Therefore, our logo needs to include Pastamania’s promise to their customers –
quick, casual dining. It has to represent this in a way that is easily understood.
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Lastly, a majority of our respondents picked red, yellow, black and white as the
top colours when it comes to visual appeal.
Translation and Execution
The illustration of the chef in this logo dictates a fun manner in which pasta is
being consumed: twirling and slurping. It also gives the impression that the pasta
is very delectable; due to the way the chef is eating the pasta. This would thus
symbolise comfortable dining and good quality food.
In addition, we feel that the chef would also bring out vibrancy and humour due
to his facial expression – a very satisfied smile. We believe the way that the chef
is portrayed would show that Pastamania is fun without compromising on
quality of food.
In order to clearly communicate that Pastamania sells Italian cuisine, we have
chosen to use spaghetti as a “font” for the word ‘Pastamania’. The fork and chef
help to reinforce the Italian feel of the whole logo and sets Pastamania apart
from typical fast food joints.
Due the colours chosen by our respondents, we have decided to retain the
original colours of Pastamania’s logo. This is to allow current customers of
Pastamania to recognise the new logo and associate it with Pastamania.
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Logo B
Figure 2.2
Rationale
Similar to the first logo, our considerations for this logo are firstly to ensure that
customers of Pastamania are able to associate this logo with Italian food.
In our survey findings, 4 out 12 people disliked the current Pastamania logo.
Among these people, 3 suggested a change of colour and 1 suggested changing
the shape of the logo.
We would therefore ensure that the logo that we create this time round
addresses the opinions of the minority because we want the logo to appeal to
everyone.
Only 3 out of the 12 respondents feel that the colours of the current Pastamania
logo are relevant to the food served.
Also, simplicity was ranked third when it came to logo appeal.
During creation of the logo, we would keep in mind that the logo has to be
vibrant, humorous and simple. The colours of the logo also had to stay true to the
food that Pastamania serves and be a representative of Italian food.
Translation and Execution
For this logo, we went in a new direction and steered away from the design of
the original logo. We chose to create a simple logo that is easily understood and
recognised.
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We decided to go with a horizontally skewered logo instead of the usual
geometric shapes. The colours of the logo were completely revised and we ended
up using yellow as a main colour, with hints of red and grey. This was in line with
the rankings of colour appeal. These colours were also chosen to make the logo
come across as being more vibrant.
The clean fork and overall minimalistic design would give viewers the
impression of simplicity.
The usage of a strand of pasta to form the word Pastamania, along with the pizza
would state implicitly that Pastamania serves Italian food.
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Logo C
Figure 2.3
Rationale
Naturally, the third logo also had to signify that Pastamania sells Italian cuisine.
As stated previously, we needed to show that Pastamania still stands for good
quality food, quick serving time and comfortable dining. But we want to do this a
less inferential way and show customers directly what Pastamania stands for.
We also had to address the issue of Pastamania’s current logo colours being
irrelevant towards the food they serve.
A change of logo shape and change of colours had to be incorporated to prevent
similarities with the previous logos. The most appealing colours had to be used
once more to have mass appeal.
Nonetheless, this logo still had to have the elements of vibrancy, humour and
simplicity to keep it in line with consumer opinion.
Translation and execution
Firstly, we had to maintain a balance of the Italian feel and mass appeal and we
took two of the highly ranked colours - red and white as a base for the logo.
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We then noticed that both red and white were components of the Italian flag.
Thus, we included green in the colour scheme of this logo, as it was moderately
liked by our respondents. The colours red, white and green were perfect for
providing our logo with stopping power and not losing the Italian feel. This also
provided relevancy for the food that Pastamania is serving.
In line with the Italian theme for this logo, we added in an illustration of a plate
of pasta. This illustration was then made grungier, as it would allow our logo to
appear more vibrant – not just plain solid text. We also did not want to overdo
the editing of the illustration, in fear that it might become exaggerated and
complicated.
To demonstrate that Pastamania was not just about serving good Italian cuisine,
we included their tagline: ‘Quick Casual Dining.’ With the addition of this tagline,
we hope to show customers what Pastamania stands for, its commitment and its
positioning in the market.
We did not see the need to include humour in this logo as to us, this logo was a
bit more formal and if described in salesman terms – ‘straight sell’. The logo
would be able to show what Pastamania stands for without having to explain too
much.
The shape of the logo was the final thing that had to be translated into a working
format. Veering off from typical layouts and geometric shapes, we wrapped the
word ‘Pastamania’ around and above the plate of pasta. The intention of this was
to keep the logo compact, yet radical in terms of design. In finality, the tagline
was then placed at the very bottom to give the logo a solid shape.
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Proposed New Logo
Visual Presentation
Rationale
In the post-survey we conducted after designing the new Pastamania logos, the
majority of our respondents were for the third logo.
The Italian feel of the third logo was rated a high of around 80%, 11 out of 12
respondents felt that the logo was easy to recognise and remember, 9 out of 12
would still associate Pastamania with this logo and 9 out 12 preferred the third
logo compared to the original.
Another significant finding was that was that the third logo did not evoke any
cheery emotions and was not as hip as compared to our two other logos.
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Thus, we had to make certain aesthetic changes to our third logo to allow it to be
comparable to the first two in terms of being trendy and happy. Simply put, we
have to make our third logo stand out from the rest and appeal to the younger,
trendier crowd.
Translation and Execution
As such, we have re-coloured certain parts of our third logo.
A major change would be the colouring of the text. Instead of a boring, solid color
for the text in our logo, we cranked it up a notch. The words ‘Pastamania’ and
‘Quick Casual Dining’ were separated into three parts and coloured green, red
and white respectively. This allowed us to keep the Italian feel of the logo
without being too overbearing.
In terms of trendiness, the grungy, stylized plate of pasta has been replaced with
a more docile form – hand-drawn. The hand-drawn pasta fits in with the
modernized fonts and colouring. It looks less out of place and falls in more with
the theme of the logo.
Previously, the background of the logo was coloured white. We felt that this was
not very attractive and seemed to make our logo look gloomy and unexciting. We
used the two most appealing colours and combined them into a sort of pale
orange. The pale orange is definitely more enticing and lively and also serves to
bring out the rest of the colours of the logo.
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Pastamania Logo Revamp
One of the modules I undertook in my third year of study was ‘Corporate Identity and Brand Management’. This module covered building brand identity, product extensions and other brand related topics.
Upon formations of project groups for the module, students were given the task of revamping Pastamania’s brand logo – given that it was unmemorable and did not represent Pastamania’s various attributes.
My project group and I conducted a short survey, which was based around the consumer’s ability to recognize Pastamania’s logo and associate it with the kind of food it was selling. Respondents were also asked what came to mind when they see Pastamania’s logo and what were their opinions about the logo itself.
With the results from the survey we consolidated ideas for Pastamania’s new logo and came up with both a report and a style guide. While my other group mates drew up graphs, figures and logo designs, I was placed in charge of most of the descriptive work, proofreading and report editing. I also provided input for our logo designs.
I have provided a part of the report where I feel that I was able to utilize my writing skills to persuade the assessors that our logo suggestion was the best choice.
For three logos created pre-survey, I had to provide rationale on why these logos were suitable for Pastamania and how they brought out various emotions and characteristics about Pastamania. For our final logo, I had to explain the color choices and how our survey results and previous logo translated into its creation
Through this piece of work, I want to show that I am able to produce formal pieces of writing, in addition to scriptwriting and copywriting. It is vital for a copywriter to have experience in various disciplines and platforms.
This piece of work also reflects my knowledge and experience in brand management and corporate identity, which would be useful when the firm undertakes projects such brand redesigning and product redesign.
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