Canon X Loki Journeys Campaign
We were given the brief from college that Canon would like us to create a campaign on Journeys. We had full creative freedom on this campaign, and I wanted to show the Journey of Loki, and his journey from being a Villain/ Anti - Hero to a Hero.
Series of 3 Posters
I started off with the Posters. I sketched out a few different ideas after seeing some inspiration. I wanted to showcase Loki's literal journey on these posters. I knew I wanted Loki in his villain era as a full poster, Loki as a Hero in another poster, and the third being the in between, where we see Loki during his journey and changing. Loki's journey also ties into Canon's Philosophy of Kyosei Theory, to live & work together for the common good.
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I created a slogan for this campaign, which combines the TVA's slogan with Canon's to make, "Delighting You, For All Time. Always."
I created a series of 3 posters. The first poster on the left depicts Loki in his villain era. This is inspired by his appearance in Avengers: Assemble. The colours in this poster gives the feeling of mystery, unknowing and sinister. This ties into Loki's personality. I have featured Canons Camera as this is always watching him, and to watch Loki, Canon is the best equipment to do so.
The middle poster depicts the end of Loki's journey. This is where he is at the center of the universe, watching over all of the timelines. You can see all the timelines go through behind Loki, who is sitting in the camera. This is to say that Canon is the center of the universe.
Lastly, the poster on the right is during Loki's journey. He is with Mobius in the year 1893. This is from the TV Series and you will see a Canon printer on the table in front of them This is showing that Canon has always been ahead of its time with technological advancements, but also that Canon are more than just cameras.
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I then applied my poster designs onto other forms such as street posters and a pillow, to showcase its transferability, and exampling the little changes I need to make to make other outputs.
Packaging
I decided to go for packaging as I love to create unique and different designs and visuals. I had seen some examples of unique packaging online where they use the product to create a scene. Packaging is defined by something that protects the product during transport, so I decided to create a truck design. This is because millions of people are on the road and this is a great way to show a campaign.
I created a perspective 3D design on a truck. From the back of the lorry, you can see the camera screen and through it, Loki. I used perspective on this to ensure the walkway looked correct. As you came to the side of the lorry, you can see Loki walking towards the camera. This is related to the scene in the show where Loki becomes a hero. The power of the Canon camera is ripping Loki's clothes, and under his new suit.
Animation
In the initial planning stage, I was going to create some Instagram GIF Stickers using Illustrator, After Effects and Media Encoder. After creating my Posters and doing my research on Loki and Canon, I came across the original agency called Perception, who designed the official Loki Title Sequence for Disney. I found they had created 40 different variations of the word Loki with each letter of the word in different typefaces. This inspired me to then create my own title sequence but for my project on Canon.
The original Loki TV Show Title Card, and the Agency who made it
I made 24 different typefaces, and used some created by others.
I went into Illustrator and imported a scan of my typefaces. I decided the best way to do this was to write Canon in the same typeface, but in many different typefaces over again. I used Illustrator tools (paintbrush, pen, shape, pathfinder and line tool) to trace over my sketch. Each typeface is inspired by Loki, his ability to shape shift and also themes around Marvel such as space travel, the future.
I was then able to duplicate the letters to have consistent forms on the letters, and create 38 different slides for the animation.
I combined the slides of the variations along with the original Loki theme song and camera shutter sounds, so it looks like each slide/ variation is changed by the camera click.
Clothing/ Merchandise
Clothing design is a particularly favourite area of graphic design as I can create anything that people would actually spend their money on to have. Clothing and Merchandise is something the consumer personally decides they like and want to keep. I love to create designs that are practical, interesting and transferable to other garments and items.
I started off with some templates and looked at how I can incorporate Canon onto these garments. I can use any of these designs on a T - Shirt and hoodie or jumper.
I liked the idea of combining the old Loki helmet with his new one, or combining it with a lens.I also researched terminology for a cap, and socks so better my understanding and knowledge.
For consistency, I applied some of the graphics from the posters to the clothing.
I looked at the official merchandise at Disney for Loki and found a classic comic Loki range. I like their use of the same colours to create different designs and I decided to use this for my range.
There is a small tag on all of the clothing pieces which says the slogan. This creates even more connection between these items and the rest of the campaign.
On the T- Shirt this is on the back, where the design curves around from the front... And on the jumper, the front side.
Matching silhouette inverted socks with the campaign slogan and the logo.
All the socks come in a pack of 2 for the individual to wear them miss matched or in a matching pair.
The cap is a minimalist design with the logo, a drop shadow for colour, and connecting with the animation.
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Also demonstrating transferability in these designs applying it to a bag and bottle.
Experimentation
