Classic advertising case analysis Nestle Coffee

Advertising Creative Analysis

In the advertising industry creation circle, "goldfish bowl" creativity is a lot of creative professionals very disdain to consider. Most of it appears in some real estate, recruitment ads, creative people from life, living space narrow angle cut, there is little innovation!

Nestle Coffee as an international well-known brands, in the advertising planning has always been to product features, image as the focus, in this advertisement is no exception. But its "goldfish bowl" use is very creative, let a person in front of a bright, refreshing. And "Don't Stop me." "A kind and provocative advertising word. Impress you with great depth.

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The production method of the plane works is relatively simple, with Photoshop simple processing can be completed.

1. Open the picture containing the "fish" material, and then use the paths path to outline the fish. Press F7 to pull up layer floating panel, select paths tag, hold down CTRL key and click on the path just outlined, turn it into the selection area. Press "CTRL + C", copy to the Clipboard, then open the picture with "Goldfish bowl" and press "CTRL + V" To adjust the proportions of their position.

2. The coffee cup with the words "Nestle Coffee", note that its perspective effect should be the same as "goldfish bowl".

3. Create a new file and fill it with a purple color, still use the first step to outline the coffee cup and fish tank, merged into the new file, adjust their proportions and position, and then merge two layers. Copy the merged layer to the new layer. Press the CTRL key, click on the new layer with the mouse, select all the images in this layer, press the "alt+ctrl+f" button to bring up the "feather" dialog box, enter the feather value and press the OK key. Select the foreground color as black and white, and press the "Alt+delete" key to fill the selection with black. Press "Ctrl+t" to adjust the shadow perspective, referring to the advertising chart effect.

4. Below we will make the smoke effect. There are two ways that you can choose from your own PS level.

Stupid method: In the third step we have a new layer in the image file of the coffee cup and fish tank effect, and then draw five to seven tight, irregular circles with the ellipse tool and fill it with white. Click "Filter" on Windows, select "Blur" under the "Motion Blur" command, in the pop-up dialog box, the angle set to 90 degrees, in the distance intensity entry, the slider will be transferred to the middle is very appropriate, and then press the "OK" button. Select the "Radial Blur" command under the "Blur" filter menu and enter the "Amount" item value, which is better in this example, and then select "Blur" in the "Spin method" option, and press the "OK" button. Now just execute the "filter→distort→shear" command, you can set multiple points in the preview view to distort the operation, and then press "OK" when you are done. Now have a rough smoke effect, press the "Ctrl+t" key, adjust the proportion and the direction of the smoke.

Another way is to use the Paths tool, outline the basic outline of the smoke, and then press the F7 key, bring up the Layer panel, select the Paths tag, double-click the outlined path to make it a working path. Then press the "brush" tool on the toolbox to adjust the pen size. Back to the Paths panel, click the right triangle to the right of the panel, select "Stroke path" in the pop-up menu, and fill the path with a brush. Then select the different size of the pen for trimming processing, this method requires that you have a certain basis for painting, but also more proficient in the use of "brush" tool, here is not detailed.

5. Enter the advertising language.