Charles Duval/Portfolio2/Ad Campaign_V6

KIT KAT AD CAMPAIGNCHARLES DUVAL2013 / PORTFOLIO 2

Kit Kat is a special type of chocolate bar that dates back to the 18th century. They were served at political parties of the political Kit-Cat Club in London

HISTORY

The brand developed over time was actually launched to help out the men who needed a compact snack to take to work.

Sing 1958, the slogan for the Kit Kat began,

“Have a break...have a Kit Kat”

Since then, in the new millennium the whole world is now established to know what Kit Kat is and the delicious taste to expect.

BRIEF/CONCEPT

Kit Kat is a unique brand with a unique flavor, which I felt helped the idea of a unique ad campaign. The campaign is mainly focused on 3d modeling, compositing, and hyper realistic graphic design, and of course chocolate.

Kit Kat has introduced numerous new flavors to the popular chunky bars. One of them being the most popular.

This campaign focuses on the release of the Orange Chunky Kit Kat , there is a single package containing one bar, and a 4 pack.

The campaign is to have a massive visual impact containing large amounts of chocolate, oranges, and movement. I will be modeling out every single object used in this campaign, to create a hyper realistic realm where the viewer can be a part of when they come in contact with the adverts.

It will happen in 3 stages, the first ad will contain just a glimpse of what is behind the wrapper. The second is the reveal , showing all the goods. Then the final phase will contain a close of the fruit, the chocolate and the headline,

“It’s Here, It’s Chunky, It’s Orange.”

Kit Kat utilizes simplicity in their campaigns since they are a world known brand, the world is quite familiar with their product, they dont really need to say much.

A high end design showcasing the candy bar is usually enough , with their tagline, “Have a break” can be seen on many of their adverts.

RESEARCH

JWT - KIT KAT

“Our 3D department really enjoyed this job. Not only were they very happy with the final result, they had to eat a lot of Kit Kats for research.JWT wanted hyper-real perfection for the point-of-sale hero product; it was a perfect job for pure 3D.

The smooth and uniform textures that are achieved in 3D come with an added bonus. Once constructed, an object is easily manipulated – from the camera angle and lighting, to the packaging artwork, or the position of the chocolate bars.”

RESEARCH

A recent advert for Kit Kat

MOODBOARD

IDEATION

The process started off with a few sketches to get the flow of things moving. From sketching I landed on the idea of the Orange Fusion with intense movement flowing around with chocolate.

Once I figured out what exactly was needed for content , I would then began the modeling phase.

Modeling of the oranges, the chunky bars, the tears, chocolate fluids , and background’s were all rendered from Maxon’s Cinema 4D.

MODELING

The chocolate fluid was built inside of No Limit’s Realflow. Realflow is a particle emitter , which is great for fluid simulations , such as chocolate, oceans, milk etc.

I then built the mesh from Realflow, imported the mesh into Cinema and began to texture and render out for compositing inside Photoshop.

MODELING

The posters are finally then composited within Photoshop to create highly detailed and dynamic images for the campaign.

This explains how many layers and separate renders are used to create one composition.

MODELING

FINAL

Phase 1. The Intro. You get a glimpse of sheer beauty, flavor, and chunky.

Phase 2. The Reveal. Showcasing the world within the Kit Kat Orange Chunky .

Phase 3. It’s Here. Letting you know your break is about to get a lot bigger.

APPLICATION

Outdoor application for the posters.The posters are 8ft x 4ft and be usedvertically or horizontally.

COLLATERAL

The 6in x 9in direct mailer follows the context, and content with a pleasing special promo offer for a free chunky candy bar.

COLLATERAL

Landing page web banner for the finalpiece of collateral that will aid in awareness of the product to millionss.