Transcripts
1. Imagine ads like you've never imagined before: Back, everyone.
So this is one of the most complicated session
which I have created because it was important for
me to explain the topics, the way I'm visualizing
in my mind. And hence, it was
difficult for me to put those into these slides. So in this world of air, it has become extremely
easy for a freelancer, a small creative director, or a small agency
to create campaigns similar to an
international studio. Now, what it solves
is previously used to think about the
cost for the model, for the location, for the props
that we are going to use. We have to think about the cost for the studio or
whether we are going to do it outside in a location at a
particular location, right? So everything comes to a cost. But today, with the help of AI, it has broadened
the horizon of what we can do without the
cost implications. Hence, it is important
for every one of us to imagine the ads like we
have never imagined before, because today we can
do everything with the help of AI without
the cost implications. Now, what is the emotion that is being triggered when you look at this first slide? Is it creativity?
Is it inspiration? So every creative
campaign that you come across will trigger some
emotions in the humans. Okay. So today, let's understand the emotional concepts
that are being used in order to pass on the message to the users and trigger
the emotions within them, which will lead to indirectly or directly buying decisions. So the emotional concepts. So first is happiness. Now, I want you to focus on
the visuals and the emotions. So in this campaign, we can see that there are
two models which are happy. So that is the visual
and then they're trying to portray the
emotion which is happiness, so that happiness is associated with the product
which is the coca cola. We have another
campaign of KFC where, again, they're trying to portray
happiness as an emotion. And through the visuals, we can see that she's
eating a KFC chicken leg, and she's happy, right? We have another emotion
which is excitement, where this is ad from McDonald's where it says
woman's word sharing. Another excitement, kind
of a campaign is where a coca cola cap is being
opened with the help of a wedding album
or a film, right? So it says taste can't read.
So that is excitement. Love. So Bugan doesn't
bring the Romance, you do. So wherein they they're eating a burrito and they are
on a Valentine date. So which portray that
they are in love. But again, the visual says that also the
emotion is of love. We have another one where
the visual says that this is for every kind of a
category of customers, be it children, be it, single, solo travelers, be it, pet lovers, be it
couples, right? And then they can travel
across the world. And which says, life is on air, and they're trying to
portray the emotion as love. Humor. So we can see usually the visuals is
somewhat different, right? So when you see this ad, the emotion that is being
triggered is of humor. Why? Because you think, how
is Zebra trying to chase ion? Idally it is opposite, right? So that is what they're
trying to portray with the help of a
humor as emotion. You're not when you are hungry. Another one is this. So this is a very subtle way of creating campaigns where
using the visuals you are trying to connect to the same thing wherein you
feel that is relatable, but it is somewhat different. So you can figure that
this is an ad for Nike. We have another,
where is inspiration. Wherein the visual
says that there is a boy standing at the
top of this platform, and probably find your greatness is what inspires him, right? So this also triggers an emotion of
inspiration within us. We have another
one from the Nike wherein the only limit is you. And then there is
instead of a bionic leg, they have a Nike logo
placed over there. So once we see these
kind of campaigns. It triggers those particular
emotions within us. That is what these campaigns
are designed towards. Satisfaction. It's not just a loan, it's a
special treatment. So have you seen what
they're trying to do is using the visuals
wherein a coat, a person wearing coat, it's sitting in a bank probably and
then trying to get a loan. And then this is the kind of treatment that the
bank is going to give. Now, this is a metaphor. This is not truly what happens
in any kind of a bank. But the visuals, what they're trying to portray,
and the emotion, what they're trying to
portray is with the help of that is satisfaction. Again, another ad, just
a simple ad wherein the entire image has
bugs and they're just spraying it with the liquid that they have with
their product, and then the bugs are dying off. It gives a sense
of satisfaction. Now, you would relate it more while night if you
are struggling with the bugs around you. Hope. Now, the campaign
that you can see, you can see it is split in
two parts where on the top, you can see the person on a wheelchair and
the same person, the bottom part, they're
trying to portray that this is what you wear and
this is what you can do. So a new walk from your walk. So this is what a hope
kind of a campaign is. So this will trigger an
emotion of hope within you. Another one is this
amazing campaign, which I really like. So these are the campaigns
that are done by an NGO. So this is a boy. His legs are being shown, and then there is
a pseudo kind of floaters that are
being displayed. So which says that the
donation that we give is something would be
used in order to provide footwears
for these childrens. So they are doing a pseudo
kind of a depiction in that, which gives us the
emotions of hope, and the visuals
they have used is also which triggers the
emotion which is hope. Then we have luxury
as an emotion. Wherein if you see the visuals, there is a model
wearing a dress, and then we have another prop, which is an animal,
which is a lion. Now, only because of a lion, the cost of that dress is
somewhat makes higher, right? That is a depiction. When the visuals are being used, the props are being
used in order to trigger the
emotions of luxury. Then we have another one
wherein this is, again, an ad of an airline wherein the model is sitting
on a reclined chair, kind of a business
kind of thing. So when we look at it, you don't see multiple
people around you. You can see that she's enjoying a champagne, which by visually, it shows that this is a
luxury and the emotions are something which will
trigger a luxury kind of emotion in the back end. Then we have another
which is coolness. Now, these kind of coolness
emotions are being used to target enzy people
or millennium people. So this is an ad
of a shoe wherein this campaign will trigger the coolness and then you
will purchase the product. But after a few weeks, you will have a second thoughts of why did you buy the product. So this is kind of emotion which will stay for
a shorter duration of time. Then we have another
one where a model is depicting an iPhone
in front of her, and the vibe and the visuals triggers emotion,
which is coolness. Then we have power. Now, the
visual says that children, a small child is trying to
lift two other children. Now, ideally, this
is not something which happens in reality, right? So that is what the visual says. It is trying to
trigger that part of your brain which has
power as an emotion. So annual checkups now for
a stronger baby later. So it is trying to trigger in the brain of a person who
is viewing this campaign, wherein if I want to have a child stronger
similar to this, I should get the checkups done. Then we have another
very popular ad. Again, the visual says washing
the car, be home in ten. And no way, this is how
the car is washed, right? Because this car is somewhere
in the river bank side. So that is how visuals are used in order to
trigger these emotions.
2. 10X Hyper Emotional Concepts: Come back. So TillNa we have covered the emotional
concepts which are being used by these
brands in order to trigger those in
their uses, right? Which probably directly or indirectly would drive
the buying decision. Now, let's do a quick
recap on what are the different kind of emotions
that we have covered. Which is happiness, then we
have excitement, love, humor, inspiration, satisfaction, hope, luxury,
coolness, and power. Now there are multiple other emotional concepts
apart from these, but these are the
primary ones which are being used broadly
throughout the industry. Now, this is something the ads which were created before AI, right, using the
emotional concepts. Now, as the AI has broadened
the complete horizon for us, it's important for us to imagine the ads like we have
never imagined before. So we cannot go and still have the same kind of an imagination in the world of an AI as well, because AI has much
more capabilities than what we think of. So it's important for us to
also think in terms of how do we convert those emotional
concepts and make it TNC, create Hyper Emotional concepts, and use them in order to create creatives and ads
for these brands. Now, let's understand how do
we actually understand what is Hyper Emotional
concepts and how do we implement those
in traditional ads? So there are a few ways in
which we can understand. So what are Tenex Hyper
Emotional concepts? The first one is surrealism. Now, how do we identify
surrealism art? Is with the help of this part. So any ad which
implements surrealism is something where you'll feel that these
ads are familiar. You're able to
recollect something, but those are completely off. Dreamy concepts
are being used in order to implement surrealism. Now let me give you
an example of it. For example, this is an
ad of JB so ideally, a lion would never
use headphones, but they have used
a dreamy concept in order to depict something. So not using a simple emotion
but making tenex of it. This ad says oar in
silence and role in sound. Come. Let's see a few
more examples still then. So another ad which we
can see is of gas, right? Wherein that person is
feeling gassy in his stomach, and then we have exaggerated the entire emotion and created Tenex out of it. Her entire stomach has ballooned
and she's floating now. And then at the bottom, we can see for quick relief,
we have this tablet. So that is how in
the world of AI, we don't have to use the
traditional emotional concepts, but we have to make the traditional ones and create Hyper
Emotional campaigns. Another one is this
one. This is very popular and relevant currently. There is a constant conflict going on between
the USA and China, and there are negotiations, there are talks that
are being happening, that are being threats that
are being happening, right? And there is a person in between who is wearing a headphone
and then he's very calm, which depicts that
these headphones are noise canceling
headphones, right? So that is how a dreamy concept is used in order to
implement surrealism. Which will help us
in order to create Tenex Hyper Emotional campaigns. Now, another way is
to use symbolism. Now, use of logo or a symbol
to showcase deep emotion, fears, desire or other emotional concepts
within the campaign. And the best way to understand this symbolism is with
the help of shadow art. Let me explain what is ShadAt
and how it is being used. So symbolism, we can implement it with the
help of shadow art. Now, there are
other ways as well, but the most popular way
and the easiest way to understand symbolism is with
the help of shadow art. So there is a person standing in front of the hood and here just open the hood of this car, and the shadow that
is being depicted on this wall is of
a crocodile, right? So that is how a shadow art
is used in order to combine the qualities of
another object or an animal or a person to
another abstract object. Now let's see another
few more examples of it. So we have another similar kind of concept wherein
we have a car, we have an SUV, and then the shadow of that is
being depicted as a lion. What the campaign is
trying to do is to address the qualities
of a lion to a car. We have another one
wherein this is an ad of a vacuum cleaner
where the shadow of the vacuum cleaner is used in order to depict that
this vacuum cleaner can also clean wet as
well as dry things. So that is how
symbolism is used. Now let's understand how to implement the
emotional concepts, create TEX Hyper
Emotional concepts, and how do we actually
use AI in order to create these campaigns
altogether in the next session.
3. 5 Decision Framework For Campaign Design: Welcome back,
everyone. So now that we have an understanding of
what are emotional concepts, how are traditional ads were being created using
emotional concepts. Then afterwards, we have
an understanding of what are Hyper Emotional concepts
and how those can be used in the world of
AI to create campaigns which are much more different
than what we have imagined. Right. Now let's
understand how do we implement and turn emotions into ads with the help
of five decisions. Now, most people will start
with the problem directly. This is the product that I have, and then how do I try which
model, which location? That is how most
people will start. But understand great ads
starts with a feeling, feeling of what is the emotion
that the brand stands for. For example, Nike is a brand which stands
for inspiration. And there are other brands which we have seen the
examples for, right? For example, Coca cola
is also a brand which stands for emotion
which is happiness. And hence, great ad starts with a feeling and
not with the problem. Problem is something
which needs to be addressed in
the second thing. So this is how traditional
would anyone using AI without a lot of
knowledge would do it. They will just take a
product, add a headline, write a creative context for it, add a model, add a
background, and they're done. So that is the
incorrect way of doing. First we have to understand we have to make them
feel something first. Anyone will purchase
a product only if they aspire to be the same or the campaign triggers
the emotion in their mind, which will in turn create a buying
decision for the brand. So let's understand how to make them feel something first. There is a five decision
framework that I have designed. So every one decision
per element, and then we have infinite add
possibilities that we can do by just using them
in the combination. Now the FI decision
framework is person, place, object,
animal, and activity. So these are the
nouns, and I use it in order to create any
kind of a campaign. So these are the
five elements that are required in order to create a campaign or understand
what is the feeling that the brand wants to deliver
across to the customers. For example, an ad splits into
their five elements, okay? Nike has used an animal
place and activity visible. So this is a campaign
that they have created. So I run every excuse. So if we try to understand with the help of this fight decision framework, we have an animal
we have a place. So the place is the background, and we have an activity
activity which is the cat chasing this mouse. Now, not necessarily
we have to use all the five dishes and
frameworks altogether. But the minimum that we
have to use is three. Now let's go and decode
each individually. Now the first one is person, who carries the emotion. So it's not just a model, a feeling in the human form. So it's not just deciding
which model to use, it's something which
will incorporate the emotions into the campaign. So for example, if we are doing a campaign for an
expensive clothe, it needs to have a person
with a luxury and aspiration, so it will trigger
those emotions. So any model that is wearing expensive clothes will trigger
luxury and aspiration. Model wearing warm
training gear, it will trigger
authenticity and power. Now, again, it depends on
the kind of background. It depends on the props
that are also being used. It also depends on a lot of
other many factors which we are going to see in
the upcoming slides. A father and son. So it will trigger a emotion
of legacy plus love. Let's see an example of. So who carries the emotion? Same product, different person,
different emotions, right? So these are the two same
models which I have used, and this is an ad of a watch. Now I have just created to showcase how a
different person and a different outfit
altogether changes the entire emotions that we are able to that the
campaign will trigger. So an athlete in worn gear, which triggers grit and power, an athlete in a clean white, so aspiration plus luxury. So what kind of a product and what kind of an
emotion that brand is trying to portray across that will decide what kind of
a person should be used. Now going to the
second is the place. Where does the emotion live? His location is not
backdrop. It's a mood. For example, in this
previous example, the location also triggers a
different kind of emotions. If I replace these two people, it would look
completely different, so the entire emotion
would be mixed. Now, every campaign will have a primary emotion and
a secondary emotion. Now, a campaign will not have more than two or
three emotions in ad. Now, again, based on the place, we can decide what
kind of emotion it is. For example, if it
is an indoor studio, we can have the
control luxury focus. Outdoor nature would have freedom, authenticity,
and scale. Urban street will
have a high energy, culture, and relevance, right, because of
the architecture that is around in
the urban street. So minimal black studio kind of background or a place
which we can use in order to create
emotional trigger which is of power,
premium or timeless. Then we have another one which outdoor versus indoor?
How do we decide on that? Now, for that, you need
to ask a question. What your brand stands for. You have to do you have
to sit with your clients. You have to sit with
your brands and understand what is the
brand that stands for? What is the person of the brand? What is the age target
for their customers? For example, if the brand is
about natural ingredients, it makes sense to shoot it
in an outside environment. If it is a premium kind of
a performance grade thing, then it can be shot in a
studio or an outside as well. It depends on what other
factors are as well. If it is related to
a human connection, it makes more sense to
shoot it in crowded spaces, like a real world location. Now, again, when I say
real world location, using AI, we can create
these real world locations. Then we have timeless luxury that can be also control using minimal setting using the
studio kind of an environment. Then the third framework
is the object part. Now, one object can
carry an entire emotion. For example, we have seen
a luxury kind of campaign wherein the model
was wearing clothes, and there was a lion
just beside that. Now let me go to that and
explain how an object actually depicts a different emotion altogether and why
it is important. So in this ad, we can see
the entire emotions of a luxury is not because of this dress or probably it
is in some percentage, but the majority of the part is done with
the help of a lion. If I remove the lion, which is the object or the animal or a prop
that is being used, what would be the
value of distress? What is your perception about it? It would
be less, right? So just by adding a
prop an animal in that campaign would change the entire emotional
connect that we have, or it will trigger within us. Now, coming to again, back to our five framework, we have covered place,
we have covered person, now we are at objects. So we have to choose it
based on the brand value. Now, in today's world, it is important for us not
to choose animals because today there are animal
activist groups which might have a
backlash on the brand. So it's extremely
important for us to understand those
legalities, as well. So an object such
as a gold watch, which can be used in order to infer emotion of
status or earn reward, awstone can be used in order to infer strength, natural origin, and then won journal, which can be legacy
or discipline. Then we have animal, again, objects are something
which are innate, then animals are something
which are optional. But when used in a right way, it will create
unforgettable ads. So again, a disclaimer only use if the animal mirrors
the brand's value. So we should not try
to fix an animal or in that campaign if it is not aligned with
the brand's value. For example, a snow leopard
can be used in order to depict an emotion of rare. An eagle can be used
to display a vision, altitude or freedom, wolf for a pack of loyalty,
discipline, and so. Now, it depends on the number of animals that we
want to display in a particular shot if you want to display a single lion
or a club of lions, similar for hithaw which can be used for speed,
precise, explosive power. Now, again, it
depends on the type of product that we are
creating the campaign for, and similarly for that, we have to decide on which
animal should be used, which also aligns with
the brand's value, but also complements the
qualities of the product. Now, three ways to
use animals a shadow. Now we have seen the concept of Hyper Emotional wherein we have symbolism as a
main point, right, where we can use the shadow
of the animal instead of an actual animal to
use the qualities of that animal but
also not trigger the animal activists which are out there as a
parallel, right? So animal and ante side by
side, that can be a thing, a metaphor surrealism, which
I talked about a while ago. Now the fifth part
is the activity. What is the human doing or
what is the model doing? It has to be related to the product that we
have in the campaign. For example, we saw a Nike ad. Now in this, the activity is that the cat is
chasing the mouse. So the mice is running. So the activity is
of running, right? So every campaign will
have an activity. For example, eating
double scope ice cream, so it is indulgence and joy. Standing still at a mountain
peak, that is an activity. So whenever we are trying to
create an campaign using AI, we have to mention what
the model is trying to do. What is the activity that is being performed
in that campaign? If we do not provide that, then we lose on the aspects of controlling what activity should be done with the product. This is the five framework or the decision matrices
that you can use in order to create
a brand campaign. Now, this is just to gather the information
around the product, around the brand's value, and what things should be used in what combination
to create a campaign. Now, that's it for this
in the next session, we are going to
understand how we can use this framework in
order to create an actual campaign out there.
4. Brand Ad Campaign Practical: Welcome back, everyone.
Now that we have learned five decision framework
in order to curate the information around the
brand around the product, and what kind of emotion that we're trying to portray
out of that brand. So let's do a practical of it using the five decision framework
that we have learned. So let's take an example of a protein brand ad that
we want to create, right? These are the five
points which I have brainstorm with
the brand owners, and then I came with the
conclusion that this is something which aligns
with their brand value, and this is what the product emotionally should appeal
to the customers as well. So in the person,
we have lean meal, are 22 years of old, which is ordinary
and hopeful, okay? In place as it is
a protein brand, I want to place it
in a modern gym, like morning, early morning, where the mirrors are
from floor to ceiling. Object. So mirror
reflections shows muscular. So what we're trying to
showcase is there is a person Lean Mil standing, probably drinking protein
shake from his shaker. And then his reflection in the mirror shows something
of a muscular person. So what we are trying to use is the perception of that person
looking at the mirror of his own image and then looking
in a way that shows that this protein is what will help him from a lean person
to a muscular person. And over here as this
is a protein brand, I don't see requirement for
an animal that can be used. So this is the information
that I have gathered. Now let's go and see how
we can generate this. Now, I'm using Claude and
I will explain how we can use this in order to create the prompts that we'll
be using for generation. Now I just send in high and just saying what are the brand
that we are working on. So it already knows that
I work with creatives. I'm a creative director. So let's punch in
this information, and let's say I have a
reference image of protein. Let's say protein product, and you can give
me a JSON prompt. Now let's see what is the
output that we will receive. Okay, so it wants me to give
the brands product as well. So let me go and find
the brand first. So this is the product
that I will be using. So let me copy the image. I'll come back to Claude, and I will say, This
is the product image. Now, let's see what
it will try to do. And I will also
explain how it is able to identify these things, how it is able to ask me these
questions as well, right? So generated it has extracted the actual colors
from this product, which is the forest
green, warm, gold, and clean white and also light mint background that
is of that product. So here is the full Jason
that it has given me. So let's go and copy
this entire Jason. Let's go in our AI tool, which is so I'm using x field, and over here I have I'm using the products
image as a reference. And so let me just paste
the prompt over here. And in the prompt,
what I have to do is so here you can see that
there is a reference image. So I just have to use add the ad and give a
reference to that image. So that in this prompt, whenever I say this is the reference, it will understand what I'm
trying to reference it to. And then I'm using C dream
five point it model, and I'm using 9.16
as a aspect ratio, even though in the prompt
it says four is to five. Let's do nine is to 16 for now, and let's hit so okay. So sometimes you'll
get this error which is prong should be less
than 3,000 characters. So what we will do is we'll
copy this prompt again. We'll go back to Claude
and we will say, Hey, this is the prompt. The prompt size is higher
than 3,000 characters. So it will take some time in order to generate
a right prompt, which is within
3,000 characters. So it has generated. Now let's take this
and then replace it. Again, we have to change the reference image using
at the rate and the image. Now let's go ahead and generate. It will take some time in
order to generate the image. Now we have the generated image. Let's see how are the results. So we have the product
placement over here. So let's check the text as well. So EA is not yet mature enough to generate the
correct text altogether. So it'll do some
mistakes here and there. There are a few
more changes that are required in this ad. But yeah, this is what we have started with and we
can do the iteration. Now, every time that
you generate an image, there would be something that
is not appropriate, right? So you have to go back and
forth using Cloud in order to enhance the prompt
and then try to reach to the actual
campaign ads that you want. So let me show you a few of the previous campaigns which I have built using
the same product. So this is one
which I have built. Then I have another one. Now, one thing that I want you to show is the text part of it, right, the product placement,
how it is being done. This is one more so grown from the same
earth you train on, we can change the
text altogether, but I would recommend
that the text should not be added
with the help of A, but it should be added
with the help of editing tools on
top of that image. Now, there are a few things
which are not correct. Now let me show you this. In this campaign, if
you see the letter T, that is something in a different format,
strongest things. So the spelling of things in
this campaign is correct, but the next one
which I generated, if the spelling over here is
somewhat it is incorrect.
Jeiwin Bhamangol, Creative Artist
