The group set out to create a grungy looking advert that
would have some coherence with the original pieces of band artwork. A theme we
liked was the anti-social behavior of graffiti expressing album titles and
stickers showing their band name. NME was the chosen magazine to present this
artwork, as it demonstrates the band’s desire to reach out and access the
mainstream. The advert will promote the band’s new album coming out soon, and
reviewed by smaller magazines than NME. We also chose this specific promotion
as we have seen FIDLAR’s material and interviews being promoted previously.
The group brainstormed ideas, and we came up with a specific
idea to have a female character wearing a patch with the band name on the back.
Reasons for this choice consist mainly of our commitment to mise-en-scene.
There are a series of skate teams that live in the same LA area and this has
multiple connections to the surf and skate-punk scene of the band that use
patches to promote the name of their collective. Denim has been a prominent trait
in the costume, as members of the band, and similar, consistently wear this
material.
In the video for ‘No Waves’ by FIDLAR, Zac (the singer) uses
his sister to mime the lyrics for most of the song. She features in other
videos of theirs and has become part of the band’s meta-narrative. We thought
using a girl character for the advert would adhere to their theme and prove
coherent with their image.
My advert specifically is for NME magazine. It would cover
one full page inside the magazine, prior to the concert listings. We analysed
the popularity of the band by considering the number of Facebook likes (12,000
fans), arguably the most popular social network they use. It would be too
expensive for the band to obtain a two-page spread, or seek a place inside the
front cover.
We looked through some artwork and press shots of the band
and saw that a great number of them were particularly grainy. A revelation came
to me, and I thought that the VHS effect that is placed on our video, should be
continued throughout the artwork to provide a strong band image. Once I gained
the knowledge for this effect of my advert I showed the others. This was so
that each piece of print-work (adverts and digipack), would have strong coherence
with each other.
I researched a number of tutorials including one to simulate
a vintage game, played through a TV or VHS.
VHS tutorial
Genuine VHS
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