Development began by constructing a variety of intricate paper aeroplanes which could then be photographed with a 50mm lens to give them the image a sense of scale. The paper planes were held with string and then later edited out.
The final images have a great aesthetic to them with a quite eery but smooth, slick overall look. The paper itself doesn't look particularly black in the image, but feedback showed that it was quite obvious that the exposure had changed the colour slightly. The image actually looks like the greyscale night vision. This 'night vision' theme could be taken forward as it has a clear link with darkness and also shows the point that Fedrigoni want to make about their new range of paper.
To be displayed as an advert, Fedrigonis logo and information on the product is needed within the design. Below are a few experiments with the use of the logo. Photoshopping the Fedrigoni logo onto the plane can add more value to the planes presence, but may cause the advert to show the logo too much. Kinetic type is that which interacts with what is in frame. By having the logo run alongside the bottom the plane and be slightly hidden by the wing, it gives the image a sense of depth and due to the askew angle, a sense of movement.
By casting a shadow on the logo, it also involves the logo in the image a lot more, but at the same time obstructs the logo which will not be wanted by the company. To an extent it draws more attention to it.
The most practical solution would be to have a consistent placement of the logo in a bottom corner. This fits with the brands humble, but luxurious identity.
The images are kept consistent throughout with the same editing process. This helps establish them as part of the same campaign and work as a series of images.
The most visually pleasing of the images is the one below which will be the main image for the campaign. Below are a few mock-ups of how the images can be used as printed adverts or be used online on the Fedrigoni website.
Development now is heading in a direction where I need to create physical pieces of design which are part of the campaign that can be sent to studios to advertise the paper range. This will consist of a box with a paper plane which can be displayed in the studio as well as the stock samples which I have been sent by fedrigoni. The pack will have to carry a similar theme to the campaign with mostly black paper and card and have a luxurious outcome that fits with the brands identity.
