Hair

So i really don't know how to do hair but i thought id give it a go... well it looks like hair but its very thin and weird. i tried to fix it by adding more subdivisions but that didn't work.

I DID IT :D

So Mat replied because he's awesome and he said this:

"If I remember correctly Mooms body is made from NURBS and so will not interact with ncloth. You will need to create a polygon object as a proxy for each part of the torso, they just need to be approximations of the shapes and it would benefit to make each a tiny bit bigger to ensure that the cloth doesn't penetrate the actual torso.

Each proxy part will need to be parent constrained to it's respective torso part so that it moves with it. Then the proxy parts can then be identified as collision objects so that the garment will interact with them and then their visibility can be turned off."

I wasn't quite sure what he meant the first time i read it then i realised basically i needed to make extra shapes around moom for the dress to interact with! 

Unfortunately i can't quite work out how to do the parent constraint part on moom but i have some notes so ill have to give that a go separately.

ANYWAY, moom no longer looses his dress!! woohooo!

Maya fail

well...i thought everything was going really well but turns out it wasn't.
So today i thought id crack on and figure out how to put clothes on moom. So i goes on youtube and finds this guy https://www.youtube.com/watch?v=5MIRo8JBtDo  everything seemed fine...

I made some cloth and i made it go over a box...its good right? 
so after i tried to do the same thing but using moom as the box.
and that worked too...

So next i decided to make the dress using a cone like mat had shown me. i deleted the base and made it into more segments.

I did the same thing as i did with the box and this happened...

I just don't understand! I've tried to click on constrain but i don't know how to use it...so I've emailed mat in the hope hell get back to me and tell me what i am doing wrong!!

Promos

I have been looking at promos on youtube and it looks like most of them are film based showing clips of the tv shows. now if i don't have to actually make it i could do that but I'm not sure as that what everyone would do.
Here are some examples:
https://www.youtube.com/watch?v=NDYHBOOu61o
https://www.youtube.com/watch?v=OqLCI6MkVfA
https://www.youtube.com/watch?v=XYYgLcaz1oA

I have also looked at some idents but i don't think thats what they're after as idents don't promote anything they're more like space fillers.
Itv's seem to be very film based and simple with just someone talking over the top which is more than some 
https://www.youtube.com/watch?v=5izR0EEgmbk
Like comedy centrals idents, although they're fun and creative which is good because its a comedy channel, they don't actually advertise or show what is on the channel.
https://www.youtube.com/watch?v=VqCMuogovkI

itv mood boards

These are mood boards from itv2 and itvBe. As you can see the programmes are quite different and itvBe is very much more pink and girl even though I'm sure guys still watch these shows just not as much as girls. I do like the style of it I just think its very gender limiting. itv2 is much more gender neutral. So I think the ident should be fairly gender neutral too.

Idea 2

This is the other idea i had of it being more to do with the channels and not specifically an animation. like more info graphic style with a bit of animation.
Pease note olaf won't be in the real thing as he is nothing to do with itv and a lot of 16-34 year olds won't be impressed with that as its considered childish. it would pretty mud only appeal to 16-25 year old women at a guess. 
It would need to be a funny bubbly character though. maybe an already well known one? ill have to do my research on that. 

This is my story board

Research into generation Y

This bit of research is from http://www.themarketer.co.uk/analysis/features/generation-y-what-every-marketer-needs-to-know/

I think its quite useful it goes quite in depth about what generation Y do and like etc.

Generation Y: what every marketer needs to know

WORDS:Rob Gray

The emergence of Generation Y – defined as those born in early 1980s up to the early 2000s – presents marketers with many challenges. This market segment, also frequently called Millennials, spans a broad range of life-stages, from those just starting secondary school to those with spouses, kids and mortgages. They are not, therefore, a homogenous whole – but have been shaped by the same socio–economic trends. They share similar traits, habits and values – all of which marketers need to grasp fully in their branding strategy. Read below to discover the main characteristics of Millennials and how your brand can appeal to this young and influential demographic.
AspirationsAccording to research from Ashridge Business School and the Institute of Leadership and Management, graduates entering the workplace are an academically talented bunch but have very high expectations – 32 per cent are unhappy with the performance of their boss and half plan to move into another job within two years. Strongly motivated by money, status and the prospect of career advancement, they also value a high degree of freedom and autonomy in how they carry out their work. A work life balance is important to them and they do not accept the culture of “long hours” embraced by Generation X – those born between the early 1960s and early 1980s. Additionally, over a third of graduates engage in personal tasks online while at work at least once or twice a week compared to 25 per cent of managers – a finding that creates opportunities for marketers looking to target audiences during the working day.
CultureThe cultural values and interests of Generation Y are intertwined with the rise of the culture of digital media. According to a large international study of 12,000 18 to 30 year olds in 27 countries carried out by Telefónica, Millennials are defined by their ubiquitous use of technology. They also believe that education in technology will ensure future personal success. Generation Y could also be termed the smartphone generation – 76 per cent of Millennials own smart phones globally. This is reflected in their media channel preferences, with the internet trouncing TV and print not only as the best source of entertainment but also for credible news coverage. The internet, including social media, was seen as the best source of entertainment by 64 per cent – crushing print magazines and newspapers, with a mere three per cent.

Nearly half of the 18 to 30 year olds surveyed in the UK believe they have an excellent knowledge of technology compared to just 30 per cent worldwide – suggesting that marketers need to appeal to a increasingly tech savvy audience at home. This embrace of multi-channel digital culture is underlined by the Ipsos MediaCT Tech Tracker research that found that 38 per cent of tablet computer owners use their tablets while watching TV at least once a day, with a further 15 per cent doing so a minimum of once a week. The most popular activities while watching TV were e-mail (51 per cent), social networking (46 per cent) and online shopping (25 per cent).
ValuesYounger Millenials have never witnessed boom times and their attitudes have been shaped by the worldwide downturn. A US survey of younger Millennials, aged 14 to 17-years-old carried out by MTV showed that more than three quarters worry about the negative impact the economy will have on their future. Only 51 per cent agreed with the statement, “If I want to do something, no one is going to stop me,” a marked drop from 71 per cent in 2010. The majority – 60 per cent – believes they will be worse off than their parents and the same number feel “very stressed” about getting into a good high school or college. Brands that create a feel-good factor via personalised marketing and a sense of heritage will appeal to a demographic, which has a lot more to worry about than previous generations. For example, a report by Woot Media, Generation Y and Brand Loyalty found that Cadbury is the most liked brand amongst UK 16-34 year olds (82 per cent). Cadbury has fed this appetite for fun and feel-good branding with its launch of a 10-year marketing strategy, known as Joyville, which centres around a magical place where the brand creates its 100-year-old Dairy Milk bar.

ConsumptionGeneration Y is far more aware of marketing and advertising than previous generations – and with this commercial awareness comes scepticism about the nature of advertising. This means they may not respond to traditional marketing methods in the same way as previous generations. If they feel they’re being “marketed to”, they are likely to switch off. For instance, luxury brands are in danger of losing a generation of customers who see “luxury” as a purely marketing concept, says TBCH planner Lauren Took.

A report by Woot Media, Generation Y and Brand Loyalty, found that Cadbury is the most liked brand amongst UK 16-34 year olds (82 per cent), followed by Amazon 78 per cent, Pringles, Walkers and Heinz (all 74 per cent). The top ten is completed by Google, Coca-Cola, (both 73 per cent), Galaxy (71 per cent); Kellogg’s and Facebook (both 70 per cent)

Brand preferences evolve through different Generation Y life-stages, with brands that are more family-focused increasingly coming to the fore for those in the 25 and above age brackets.

So what the answer for brands? “Be authentic,” says Took. “Everything your brand does should be justified by a reason beyond making a load of cash. Apple thrives because they believe in doing things differently, and challenging the status quo. Starbucks has built its brand around the motto that everyone should have a “third place” to escape to. Neither of these brands are campaigning for drastic social change. They are however, telling this generation they really care about something. Something more than making money.”

- See more at: http://www.themarketer.co.uk/analysis/features/generation-y-what-every-marketer-needs-to-know/#sthash.Kc8GnkDF.dpuf

Research for responsive

I found this on http://www.marketingmagazine.co.uk/article/1211416/makes-brand-appeal-generation-y And i think it is quite useful not just for branding but for advertising as well especially the last bit which does talk about advertising.

What makes a brand appeal to Generation Y?

by Dan McDevitt, 11.09.2013

inShare99

What makes brands appeal to 16-34 year olds and what values do they most respond to, asks Dan McDevitt, joint managing director, w00t! Media.

As a broad group, people in Generation Y are well aware of being inundated with brand and advertising messages, yet there are clear differences in how these messages cut through to different segments of 16 to 34 year olds, depending on age and circumstances.

A 25 year old could be single and studying at university, a co-habiting young professional or a married parent with a mortgage.

What’s more, they could theoretically shift through all of these life stages in less than a year. This has a clear impact on how they make decisions about brands – including those that appeal and the products they actually buy.

We recently conducted a detailed research project with over 1,000 16-34 year olds to find out what made brands appeal, including what values they most responded to and how they felt about advertising.

We found that there are three key life stages people naturally fall into. We called them: ‘All About Me’, ‘All About Us’ and ‘All About Them’.

All About Me

In this group, young adults don’t yet have any firm responsibilities. They are typically 16 to 21 years old and only need to consider brands for themselves, not having to buy for the home or a partner or children. The key brand types that fared well were snacks (such as Fanta and Maltesers), while alcohol, fashion and digital platforms made up the majority of those that dominated the most liked brands in this stage.

All About Us

This is an interesting stage that feels like first true adult independence. Typically they are 21 to 30 years old and may be moving into their own home for the first time, living with a partner or taking the first rung on the career ladder.

At this stage the most liked brands start to include more alcohol, department stores, and household grocery brands such as Colgate. Credit card brand Visa also makes an appearance.

All About Them

This life stage is about having to be open and accountable to other considerations and influences. Typically this group are 25 to 34 years old and may now have a partner, children and mortgage payments.

It is at this stage that trading off between brands really starts to speed up. This is because the needs and wants of others trump initial personal preferences.

At this stage, young adults are also making decisions about wider categories of products than ever before, and their brand repertoire will have grown considerably. This is evidenced with more family orientated brands such as Johnsons, Warburtons and Kellogg's appearing in their most liked brands list.

Why brands appeal

Regardless of life stage, a series of truths emerged from our questioning about why any brands appeal to young adults. Right across the board, the common denominators in choosing brands are the perceived quality and performance of their products.

Intriguingly, near the top of the list is the brand’s personality - with 60% of people agreeing that a brand has to fit with who they are, what they like and how they do things.

We found that younger audiences were more influenced by whether or not they like the brand's advertising than other groups, while those with children will compromise their own feelings on brand fit for performance and quality of products.

Let's get emotional

Which brand values actually impact on people’s decision making when choosing to purchase?

Aside from the hygiene factors - creating quality products that are good value - the emotional needs of the individual dominate beyond rational thinking.Brands need to show that they understand people’s personal satisfaction needs - that they can make them feel good about themselves and make their life better. This is particularly true for younger audiences.

Older audiences that are married/cohabiting with children are the only audience to place an emphasis on what we termed 'brand driven needs' - such as ethical and environmental considerations. For everyone else these fall to near the bottom of the list. 

Advertising must connect

For Generation Y, advertising can be highly informative. Yet the sheer volume delivered in broad reach environments means it often becomes wallpaper.Worse still, it is usually perceived as a punishment to be endured for content they actually want to consume - with pre-rolls coming out particularly badly as the most annoying ad formats.

This means brands wanting to create an emotional connection through advertising face some hard work.

Some key rules aren’t surprising:

* Generation Y expect successful brands to advertise, but not to interrupt.

*They expect professionalism, not brands that try to trick, patronise or stereotype.

*They want ads to be useful and/or entertaining - but be mindful of your audience.

The less responsibilities your customer has, the more open they are to brands that invite them to get involved. These basics do need to be combined with emotional supports, such as association with environments that mean something personally to the customer. For example, sports brands sponsorship or aligning advertising around their favourite sites. 

This helps them to cut through the clutter, easily identify and find brands that will add value to their lives.

responsive

This is my rough story board for one of my ideas for the itv 2 project. It still needs a lot of work but this is the general idea. I think once i get it right it'll be a bit funnier.

I think after that ill have the mum walk off and go watch towie in the kitchen while she bakes but I'm not sure.

idea generation

 So for one of my ideas it was a 50's mum in a modern day family so i decided to try and draw a 50's mum. It turned out okay! 

 However when i tried to colour her, she ended up looking like belle from beauty and the beast. so i need to think more about which colours i use. Apart from that though i think it would work.

I then looked at designing a rough idea of how the scene would be. so heres a teenage girl with a bit older guy watching celeb juice and looking happy and entertained by it. Itv said they want it colourful but i think i will create a bit more of a colour scheme as its a bit everywhere. Im not sure if it need anyone else. I'm also not sure if this layout is right but I'm thinking the mum could walk in and her backs to the camera and blocks out most of the scene. then we can change to her face when she's like :O wheres my shows?! 

Responsive

I did a mind map of what itv2 is about and also my ideas for the piece which are in purple. 

I also filled out the forms we were asked to. They have repeated questions though thats why there is empty boxes. I actually found it quite hard to fill this out but I understand you do it because its helps you know what you are doing and why

11 second club

I think I'm going to do this months competition. It's not overly exciting but it will help me practice lip syncing which is what we are working on at the moment. I will make sure to use a dope sheet too. I may even use a different character to moom to see how different they are. I have 11 days to do this so thats 30th november i believe... So I need to start this on monday. (I am busy this weekend but I'll try do something, maybe the dope sheet) I think I will start off fairly simple for my first competition as I am still learning maya. I will try and figure out how to make a scene too. And maybe Ill add in a second character for them to interact. Either that or my character could be talking to the audience. 
Maybe it could look like its talking to the audience then it zooms out and its actually talking to a sad pet who's deciding whether to eat a biscuit or not.

Dress designs

This is my design sheet for the dress I am going to make. I had to think about how I am going to make the dress as well as how pretty it looks.

Thoughts on thought bubble

This year i went to thought bubble. It was my first comic con and i thoughroughly enjoyed it! There were SO many artists there!
I had to cover Dan Berrys stall for an hour when he had to go to a talk and was actually amazed at how much he sold just in that hour! He gave me a free comic to say thanks for helping out! he was very nice and very funny. His style of drawing isn't really my thing but I thought some of his stories were funny.
When I got home i googled him and turns out he has quite a helpful website. Even though I'm not a huge fan of his stuff I think I can find him really useful. here http://www.thingsbydan.co.uk/2014/11/colouring-in-photoshop/ he talks you through how he uses photoshop to colour his designs.

The lady next to his stall - Lydia Wysocki- gave me a little comic she did about not belittling your work etc which was quite nice and we had a good talk about the festival and drawing etc.

I talked to a guy from Close call comics and they have free online comics so I'm going to give them a read. He had lots of lovely art on the desk too. http://www.closecallcomics.com/en/http://www.closecallcomics.com/en/

Turns out this lady http://www.christeeny.com/illustration#/2 is an all round natural talent. Not only can she draw very realistic people which is what intrigued me but she can also do cartoons, photography, manipulating images and filmography! wow! 

Dave stokes has loooooovely images. Predominantly black and white. I was talking to a couple of artists that have this style and they said they either touch it up on the computer for better whites and tidy it up and one guy said he draws it all on the computer even though it looked like it was biro and fine liners! he said he just likes that you can get a crisper white.

I also met Des Taylor who is the artist of The trouble with Katie Rogers. I actually bought this comic at the convention. I really like his style and it inspired me. Him and his project manager Spensor Kelly were both really funny and lovely. Des made me the winner of his competition and gave me a huge print poster! It's very lovely.

I also met Babs Tarr who gave us some really good advice about putting your work up on every site possible and just putting yourself out there and don't give up. she also gave me a print. Then sat next to her was Cameron Stewart who is :Colorist, Cover Colorist, Penciller, Inker, Variant Cover, Finisher, Layout, Artist, Cover, Writer- of DC comics. So that was interesting!!


Next year I am definitely bringing my own sketch book. It's not something I thought about but so many people were asking if I had any of my work on me and i had to say no! Also Zara got people to draw in her book for her which is so cool!

So yes I had an all round great weekend and I figured out what kind of styles I like and inspire me and what I don't like and learnt a lot about networking and the benefits of putting yourself out there and just talking to people because you may not get the chance again.

Mooms dress

Here is my mood board for the dress design for my animation, looking at different styles of dress that might work, the pros and cons, and the colour.

The loose dresses look cute but I thought it might be hard but Mat just showed me that  it would actually be quite easy. Another option would be to make the tshirt part of the dress really close to the body so it can move with it but then have the skirt part flawy so it can move on it's own. 
I need to make collision objects so the dress interacts with is and stops against it. Mat used silk as the material and it looks really nice and loose.
I think I am going for a pink dress because it looks stereotypically girly and anything that can make moon look girlier is good!

Study task 4+5

Study task 4 was to choose a sound clip and create a dope sheet for its lip sync. I chose the anchor man clip. The left column is for the sound the word makes like phonetics. The column on the right is for what frame number that sound relates to. 

Study task 5 was to look at a sheet of phonemes and work out which one fits it and write down which it is. Then take this to moom and make him talk!

I actually really enjoyed doing this! It was hard at first when trying to figure out what phoneme it relates to best but when actually doing it i found it much better. I am quite pleased with my result! the big teeth get in the way a bit though but it doesn't look right without it when trying to do things like 'V'. it also lacks a tongue i think.  Here is my lip sync:

Character narrative brief -study task 4+5

What a dope
-select an audio sample
-break down sound
-consider it at 12fps
-generate dope sheet
-open simple dope sheet
-study task 4 assets
-download sound clips
-select a sound clip to work with
-phonemes are the shapes you make with your lips when you speek
-action is like shout
-sound is like shh or t
-fill in sound and frame number


Making faces
-fill in the action on cop sheet
-make moom make the faces
-complete lip sync playblast or h264


in settings set maya to 12fps
put sound file in correct sound project folder

file
import
sound clip


use dope sheet for own lip sync too

Maya

Blocking

-create quick select set-add to shelf

-go to setting and preferences near auto key

-animation

-default in tangent at linear

-default out tangent at stepped

-save

-after you have key frames in select all key frames and click flat

moving an object with moom

-create locator

-outliner, skelleton

-display- animation-joint size-2

-name locator

-animation menu- constraint

-parent constraint

-keep maintain offset on

-all rotate and all translate on

-create locator

-put on hand

-select locator and skeleton

-contraint

-parent

-shift select hat

-contrain parent

-slect hand locator and hat

-constaint 

-parent

-contraint for hat 1 so its on

-hand off so its 0

-so its stuck to head

-key frame constraint 

-frame 12, swap the numbers over so hand is 1 (on) and head is 0 (off)

-so the hat transfers to the hand

Maya

So the reason I couldn't do the image on the plane for reference when I was at home is because i needed to press 6. Apparently that shows up the textures like 7 shows up the lighting you have set up. So simple! 

Respopnsive

Why have i chosen the brief?
I think it was of most interest to me out of the briefs on the website and I felt that perhaps it was something i could do and also i missed out on doing the ident brief in a previous project because i chose to do a campaign and from that I realised I don't want to do another campaign which a lot of theses briefs are so that narrowed it down a lot.

What do i want to get out of the brief?
I want to try and make something more commercial hopefully comical that will advertise which is something I've not tried before. This will give me something extra to add to my portfolio. Also if i do an info graphic that will be something new too as Ive not tried that before 

What do i need to produce in response to the brief?
I need to produce a live action or animation or gif or any kind of moving content that lasts up to 90 seconds that will grab the attention of an audience 16-34 years old that will show that itv2 has changed for the better and may be more what they want to watch now. I can create a single piece or a series of pieces.


What do i want to produce in response to the brief?
I would like to produce and animation or an info graphic showing the changes of the channel. Hopefully in a slightly humorous/tongue in cheek way if i can to go along with the channel. 

ANSWER THESE QUESTIONS FOR EVERY BREIF YOU DO

My response for my chosen brief

5 most important words 

-Short

-moving

-change

-audience

-entertainment

5 most important considerations

-Target audience

-tone-comic,outragous, right side of wrong, tongue in cheek

-dont be limited to current colours and themes

-can be broadcast on other channels

-not too serious

5 related products

-sofa

-television

-comedy show tickets

-laptop/tablet/phone

-tea/coffee/drink

5 related places

-living room

Other persons response to my brief

5 most important words 

-younger

-outrageous

-colourful

-tongue in cheek

-enteretainment

5 most important considerations

-they wish to appeal to young 20 somethings

-90 second max length

-it may be a set or series

-tonal considerations- tongue in cheek

-ignore current aesthetic themes on channel

5 related products

-stings

-posters

-television

-remote

-laptop/pc

-tablet/phone

5 related places

-the north

-living room

-bedroom

-online environment

-cinema, cafe, bar

Benefits of finding similarities

-on the right track

-understand the brief

-more aware

-collective of idea

-easily understandable brief

-bounce questions off each other

-potential for collaboration

-reassurance

-clear starting point

negatives

-predictable

-potentially boring

-obvious

-too easy

who is the audience?

16-34 year olds

who should the audience be?

Anyone who watched television over the age of 16 that likes comedy and entertainment

who could the audience be?

Anyone of any age that has this channel on their TV. Possibly people that used to watch the show and stopped because they didn't like the girly content.

why?

because if you switch to that channel  and are watching it your going to see it no matter who you are.

what do they do?

where do they go?

-gives you a sense of the kind of things you need to do in terms of solving the brief 

what do they buy?

what do they want to be?

RESEARCH- to make in informed decision and not offend anyone

next session

-complete a project proposal

-try to be specific

-contextual references of initial ideas 

-something thats like what is in your head for the brief

-print them out

-storyboards

-pitching proposal-needs to be clear with visual evidence
-start finding other briefs and use these questions on blog

Metal work induction

Today we had our metal work induction. It was pretty interesting! There are so many different machines we can use. It was also interesting learning about grinders and welding etc as my boyfriend does this everyday.
Theres so many machines I forgot what they are. Theres a jewellery station, a welding station. Everywhere there are p.p.e signs saying what safety equipment you should be wearing. 
To practice with the equipment and metals i made...this faaaabulous ring!!I am actually quite proud of it!

To make this- 

-first i found a spare piece of copper that looked like it would be the right sort of width for a ring. Then I found my ring size by using the proper ring sizers and cut the piece of metal accordingly with some cutters that look like pliers. 

-Next i had to heat up the metal to make it more pliable. here is becky doing this

You have to use a blow torch to heat it until it starts glowing red. The flames that come off the copper turn green its really cool!

-You put the hot copper into water using pliers NOT HANDS and then take it out and its now pliable. 

-Then you put it in acid to clean it

- then i put a pattern on it using the emboss roller thingy where you roll the metal through.

-then put the two ends together using pliers- it doesn't matter about its shape right now

-you use a white cone shape and add water and move it about like pestle and mortar. This creates a white paste that you paint over the gap. this helps the silver stick or something

- then you put the tiny piece of silver on the gap.

-next you use a smaller blow torch not too close up to melt the silver and bind the two ends together

- the ring will be hot at the stage so dip it in the water again. 

-next put it in the acid because it will be all dirty

-then get the tool that looks like the ring sizer and put your ring on it and gently hammer the sides with a paper hammer until it is round.

- next you buff it to make it all shiny and pretty! 

-voila a lovely ring.

-he said to wash it with water and fairy liquid to get rid of the black but i actually quite like the black though I'm sure it will wear off over time.

responsive- ycn brief

If I'm honest, I wasn't inspired by any of those briefs but as we have to pick one I have chose itv2.

itv2

Help itv2 re-connect with 16-34 year old Brits in 90 seconds

Background

With everything we do, itv wants to be at the heart of popular culture.For itv2 this means being at the heart of young British culture.

If you (or your mum) has watched itv2 in the past, this might seem like an unlikely challenge – but itv2 is changing. We’ve launched a new channel called itvBe, where all the female-oriented reality will go, leaving itv2 to focus on entertainment and comedy. This means itv2 will be much more aligned to Celebrity Juice, Plebs and Job Lot programming and will be losing TOWIE, Housewives of… and Millionaire Matchmaker.

With itv2 investing in fresh new British talent, comedy, and entertainment aimed at a younger audience, we need a fresh approach to our brand promotion.

The Creative Challenge

We need your help to re-connect 16-34 year old Brits with the new itv2.

We know that what young audiences currently think about the channel is out of step with the new content. We also know that the look and feel of the channel isn’t helping them understand this change and recognise that it is a channel ‘for them’.

The good news is that when we show them promos from the new shows they like what they see. The bad news is that not as many young people are watching the promos as we’d like.

As a result, there are loads of 16-34 year olds out there who don’t know that itv2 has changed for the better, and therefore don’t consider it a go-to channel. There are lots of TV channels and content brands vying for their attention, not to mention wider entertainment options. So we’re looking for amazing, creative ideas that will help us stand out and make us a relevant choice for 16-34 year old Brits.

We want to see ideas that will make people want to watch itv2 and talk about it with their friends.

We’d like to see short, sharp ideas that will make the most of our owned channels. We have 90 second ad-breaks between our shows that we could do something more exciting with. You have full license to do whatever you like with these spots and can draw on or play with any of our other touchpoints as part of this.

For example, we have a fast growing following on Facebook with a healthy reach. We have talent like Leigh Francis – also known as Keith Lemon – who make an impact wherever they go. We have live shows and a whole tower of studios on the Southbank.

Creative Requirements

Content that lasts up to 90 seconds that will persuade a younger audience to give us a go.

You can create live action, animation, gifs or any other kind of moving content that you think will grab the attention of our audience, make them want to watch itv2 and talk about it with their friends.

Your idea might be for a single piece of content, or a series. It’s entirely up to you.

Target Audience

Our bullseye target is lads and lasses in their early twenties. This is a post-internet generation who are curious, eclectic and ravenous consumers of content of every type, on any screen. They’re still building their identity, so they’re trying new stuff out, keeping plugged into culture, and being part of any big trend or conversation.They’re drawn to brands that feel original, inventive and push the boundaries – brands that give them stuff to talk about, react to, and bond over with friends. They greedily consume outrageous entertainment, risky comedy, LOL clips, gifs and memes, whether user-generated or professionally produced. For them, good TV translates into stuff to share.

Tonal Considerations

Itv2 is:

Attractively unselfconscious – never achingly cool or cynical

More Northern warmth than London aloof

A bit sweary, outrageous and just the right side of wrong, but always with its tongue in its cheek and a twinkle in the eye

Colourful, bright and full-bleed

Always up for a laugh and taking the mick, but not mean or cruel

Not keen on taking things too seriously, but never trashy or vapid

Creative Considerations

An idea can be focussed in one channel and broadcast in others.

If you come up with an idea that can work across lots of channels, we’d be chuffed.

Don’t be limited by the design and colours on the channel right now.You’ll see a lot of red in the breaks, but that doesn’t need to stay.

Drawing the audience in and feeling part of their world is important, think about their role or response in your ideas.

Itv2 is looking for fresh thinking, so don’t hold back. We can’t wait to see your ideas.

Deliverables and Additional Information

In the accompanying Project Pack at the YCN website you’ll find examples of our breaks, our new programmes and key talent.

You should also watch lots of itv2 live and follow itv2 social channels as you watch and afterwards.

For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.

The problem:

People aren't aware that ITV2 has changed for the better and that it hasn't got the girly shows on it anymore

whats it asking us to do?

in the 90 second gaps between shows, advertise that this has changed in a style relating to itv2- northern comedy tongue in cheek colourful.

what it asking us to achieve?

make more people choose to watch itv2 because of its content

who will benefit?

well the audience because they are getting better telly and itv2 cause they will be getting more views

who is the audience?

16-34 year old brits

what are you expected to communicate to them?

this programme is now mainly comedy and entertainment no more reality tv

how will this message/concept be delivered?

moving content- live action/animation/gifs

Just a quick idea i had for this was an animation of a classic 50's style mum living with modern family and she wants to watch real house wives etc or whatever used to be on but theyre all watching the telly (proper film on cartoon telly)and its not on and the rest of the family love that but then it advertises that its on a new channel so she goes and bakes more cookies or something.