Creating and Advert PART IV - post-production

I always start my editing process with choosing the pictures which can be used for the final product. I chose four pictures for this campaign.


All of the pictures were edited in: Adobe Photoshop Fix, Adobe Lightroom, PhotoRoom, PicsArt and Snapseed. I edited them on my phone.
Photos were transformed into the final adverts in Pixlr E.

1. FLOAT WITH IT
all of photos for this final edit were shot on Panasonic G7 with 35mm F1.7 lens
ISO 200
SS 1300

1. (PicsArt) I started editing this photo with a base, blank layer.


2. (PicsArt) Then I added another layer, with my hand holding a pumpkin, and then erased my hand. I repeated this process with a pack of cigarettes.

3. (Adobe Photoshop Fix) Later I fixed every imperfection, using 'Spot Heal' and 'Clone Stamp' tool.

4.0 (Pixlr E) I uploaded the edited photo to Pixlr E as a base layer. Firstly, I designed a bottom part of this ad, that will be used in every poster, associated with this campaign. I started with a basic, black rectangle, which opacity I lowered to 25%.


4.1 (Pixlr E) Then I added, previously cut out (using automatic cut out in PhotoRoom) photo of my product.



4.2 (Pixlr E) Then I added the brands name in a 'Marlboro' font and the name of its flavour in 'Lemon Milk' font.


4.3 The last thing to add was the slogan. Every poster has its own slogan, which corresponds with each photo. For this picture I chose tagline 'FLOAT WITH IT', because the objects in the photo are floating and it is also an analogy to the slogan of film 'IT' (2017) - 'You'll float too'.



2. FILL YOUR NEED
all of photos for this final edit were shot on Panasonic G7 with 35mm F1.7 lens
ISO 200
SS 1300

1. (PicsArt) As with the previous photo, I started editing it with adding base, background layer. With this photo I had a bit of a problem, because I shot the background layer in a slightly different angle and in different orientation.


2. (PicsArt) I added another layer with the ghost and erased his legs and hoodie from the photo. I had to manually adjusted the position of the second photo, so it coincided with the background layer.

3. (Pixlr E) We are repeating the points 4.0-4.2


4.3 (Pixlr E) Last thing to do is to add slogan. For this poster I chose slogan 'FEEL YOUR NEED'. Which is a reference to people's need to smoke. It has also a direct correlation with the image, as the ghost presented in it has a hole in his chest. Besides that I also wanted to modernise the old advert from Craven 'A', which had as its tagline - 'For your throats sake!'. It is a direct opposition to the hole in lungs seen in the image below.




3. SHARE WITH FRIENDS
all of photos for this final edit were shot on Panasonic G7 with 25mm F5.3 lens
ISO 200
SS 400

1. (PicsArt) As always, I am starting with base, background layer.


2. (PicsArt) Similarly to the first poster, we add another layer, and delete feet from the person on the right. I didn't photograph the background without any characters, so we need to add first photo one more time in order to delete the shoes from the left ghost. I could cut out the left ghost from the previous layer, but it was quicker this way. I did the same thing with the photo of me holding the cigarettes. I erased my hand from the photo.

3. (Pixlr E) We are repeating points 4.0-4.2 from first poster. 


4. (Pixlr E) As with previous posters last thing to add is the tagline. With this one the slogan is simple - SHARE WITH FRIENDS. It is a satire on current world situation, where sharing things is not the best idea. 




4. LIGHT IT UP
all of photos for this final edit were shot on Panasonic G7 with 42mm F13 lens
ISO 800
SS 3.2"

1. (Adobe Photoshop Fix) I did not do a background layer for this photo, but it was not necessary for this piece. This is the original photo.


2. (Adobe Photoshop Fix) I started editing this photo by changing the position of the hand holding the cigarette, so it looked like the light was coming from the cigarette. I used the 'Clone Stamp' tool to do that.

3. (Adobe Lightroom) Next thing I did was colour correction.
4. (Snapseed) After that I went to Snapseed and changed the exposure of the background to separate the character from it. 

5. (Adobe Photoshop Fix) Once again I am using 'Clone Stamp' tool to make the whole background solid.

6. The last thing I did to this photo, besides cropping, was use the 'Liquify' tool to make the ghost more person like.
7. (Pixlr E) We are repeating points 4.0-4.2 from first poster. 


8. (Pixlr E) And the last thing I did was an addition of slogan. For this poster I chose the tagline 'LIGHT IT UP', which corresponds to lighting up the cigarette, but also lighting Jack-o'-lanterns on halloween. 



The final artworks and reflections can be found in the next post










Comments

  1. Aga Ward21 October 2020 at 11:34

    It is a very good illustration of the process, it shows a lot of input from you Nick. You have very good editing skills from what I can see. The ideas for photos are very creative and use humor.
    I am curious what inspired you to advertise cigarettes and why you have picked the pumpkin. Is that in connection with the coming Halloween? it is also very clear what you are advertising, I hope I understand it correctly - pumpkin spiced cigarettes?
    Making the design for the packet is very impressive.
    I was a little confused about which the final piece is but I guess it can be a series of same themed posters?
    One thing that drew my attention is the bed sheets you have used, one of them has a pattern which I would smooth out to make the ghost more realistic. Or were you aiming for imperfect ghosts ( a person pretending to be a ghost ) purposely?
    Over all I like the humor behind your posters and a fantastic editing skills you show here, I would just put a little more attention to very small details, like making ghosts look more ghostly ( if obviously that was your aim ).

    ReplyDelete
    Replies
    1. NICK's PICS21 October 2020 at 12:16

      Thanks for your insight
      Yes, the advert should give a Halloween feel, as I explained in previous posts, and yes it is about Pumpkin spiced cigarettes.
      I already changed the layout of the post and I moved the final pieces and reflections to another post.
      I know about the bed sheets, but there were a few reasons why I have not use other one, or edited it to look better. First of all, this was the only one I had on me, and I had to finish the shoot in one day so I did not have time to look and buy another. I did not edited the sheets in post because it is not as simple as it seems. It is rather difficult to smooth out the surface this big, which is a main thing in frame and make it look real.

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