D&AD: Evaluation

Overall this brief has allowed me to explore animation more after learning some initial skills within my 60-second documentary brief. I've used the understanding of After Effects from this brief to create more detailed and engaging animations within the adverts for D&AD. In addition, this brief was interesting as it presented a challenge in how to target an audience to engage with a brand that has multiple sections as each area covered by The Times & Sunday Times attracts a slightly different audience. However by focusing on the audiences want to be 'in the know' and better themselves by increasing their knowledge the adverts could target numerous audiences under a common theme/goal. The is heightened through the use of The Times & Sunday Times tag line 'know your times' which acts as a challenge to those who engage with the adverts. This approach is likely to engage their target audience as they already have a desire to learn and increase their knowledge. Using visual cues used by The Times & Sunday Times allows the adverts to attract a new younger audience through the use of animation, whilst still fitting within the recognisable aesthetic of The Times & Sunday Times.