nasmak pm - dense night
context
For this project we were tasked with creating a media campaign and content for the band Nasmak PM.
target audience
The client was looking to attract general concert-goers, but primarily those of a younger generation (late teens to young adults).
planning
trello board
A Trello board was used to keep track of tasks and split them, this time grouped in a week-based layout to ensure tasks were completed on time.
feedback
One of our teachers remarked that we should change the layout back to the to do, doing, done format, as most professional applications work this way. Any dealines can be assigned to each task using the built in due date feature.
preliminary research
concert-goer survey
I created a survey asking concert-goers what their primary source of finding shows was.
results
Results showed that most people found their shows through word of mouth and the artist or venue's social media pages on platforms like TikTok and Instagram Based on these results, we chose to make content for these platforms to help the client reach their target audience.
dense night video
I chose to create a mockup video in a TikTok/Instagram Reels format using Camtasia. I recorded footage of the band at their rehearsal and layered the footage over each other, similar to how the band layers different songs together in their performances.
feedback
I presented the video to our client during the sprint demo and they liked it, requesting us to send it as soon as possible. Upon sending it, they asked for small changes to be made to the time and date information on the video.
iteration
Based on the client's feedback, I changed the date and added extra information about the matinee time.
feedback and validation
The client was satisfied with the updated version.
plusa and minnie
context
During the sprint demo, we presented the client with various art directions in the form of moodboards we created while listening to their music. These were shown as a way to gauge which direction we should follow aesthetically.
The client actually found all the styles we suggested to be good and reflective of their music, which presented us with a challenge on which direction to take, if any at all.
One of our teachers told us that maintaining a consistent visual identity is necessary. Even if they identify with the chaos, there has to be a distinct element that unifies it.
I suggested the idea to create mascot-like characters to tie the promotional material together.
sampling
Inspired by the band's process of sampling their older songs to make something new, I thought of sampling pictures of my teammate Mila using GIMP to extract her eyes and mouth.
test video
I applied the eyes and mouth to a slab of skin in the shape of a circle and created a test video, showing the character blink and look left to right.
Mila and my other teammates found the character to fit very well with the band's music, but we felt it needed something more to connect it to the band.
final designs
I decided to replace the circle shaped slab of skin with a plus shape, paired with another character shaped like a minus. This ties the characters to the band's Plus Minus brand, so we called them Plusa and Minnie respectively.
social media video
I made a second test video where Plusa explains what a Dense Night is over the previously recorded rehearsal footage, this time messing with the colors to make the video weirder and more surreal to fit the character.
feedback
My teammate Mila found the video a too long, and that people would scroll away before it was over. She suggested that I try doing something similar but shorter.
iteration
I made a new video where Plusa lip-syncs to one of the band's songs. I also used this oppurtunity to also incorporate Minnie into the video, so that the movement of the characters would help people stay engaged.
feedback and validation
My teammates found the video to be much better and a lot more fun to watch.
secondary research
posters
My teammates made their own posters for the band with different aesthetics. I edited in Plusa and Minnie, which helped unify all the posters regardless of aesthetic.
survey
I created another survey to get users' opinions on the characters and to test their inclusion on my teammates' posters.
results
Responses to the first question were divided, but when putting the characters in context of a band poster, most people found that it made them more curious about the band.
final feedback
During the final presentation, the client said that they really liked the characters as they fit the band's sound. They wondered why they didn't come up with the idea themselves.
reflection
band
This project really appealed to me as I myself make music with my own band. Being tasked with planning a campaign for another band was very insightful for me.
feedback
I do wish I got more feedback on the content I created. Even though the band liked it, I think my work could've once again benefitted from my teachers' opinions.
posters
I wish I'd collaborated more on posters and other such promotional artwork. Although collaborating with my teammates by using the characters on their posters was fun, I would've liked to make my own poster as well. The videos and characters still turned out great and were fun to make, so I'm still happy with my contributions.
communication
I think we as a team could have communicated much better on things. Having split tasks, we didn't really talk to each other much about what we were doing, and just waited until the end to throw everything together.
We also should've had more communication with our client to know if we were going in the right direction with regards to aesthetics, as well as checking if the campaign timeline we presented was even feasible for the band. We happened to be lucky that the timeline actually worked for them, but it's important to keep in mind for the future.
deliverables and resources
deliverables
Sprint Demo (PDF)Final Presentation (PDF)
First Survey
Second Survey