Synopsis

KEA - Copenhagen School Of Design

and Technology

Evdokiya Lazarova

AP in Multimedia Design and Communication

International Students

III Semester Exam Project,

November 2014

Module 7
Case 1: AR solution and 3D animation
https://www.behance.net/gallery/21078825/Digital-Pitch
https://vimeo.com/evdokiyalazarova/videos
Description:
The production aims to contribute in solving the queue problem in Tivoli through-out the use of
Augmented Reality. It demonstrates the functionality and offers an original and practical solution. At
the final production the above animations were not included, they have, however, been part of the
production stages and are reflecting the structure described below.
The 3D animation has always been interesting for me, but until this time the attempts to deal with it
has been rather unsuccessful (not having an access to a learning platform such as Linda.com, or using
programs that do not have an user-friendly interface such as Maya). Module 7 and the fact we had
some lessons on that topic has been one of the most inspiring so far and the reason for the case.
Theories and methods:
Experiencing economy, with describing how Tivoli is positioned in the Experience sector, but how it
aims for the Transformation sector1.
The 4E (Education, escapism, esthetic, entertainment). Where Tivoli is mainly placed in the entertainment-esthethic axis, but there are also escapism elements2.
The 10 types and the 5 genres of authenticity. Where one can notice how Tivoli and how the production can have a so-called real-fake aspect, how it does not have to perfectly embody a fantasy
character and by doing so, it is perceived more realistically; on the contrary - a completely virtual and
detached character can be far from authentic3. How it represents what Boyle defines as simple and
three-dimensional (rule #4 and #9)4. In its core idea the product, has potentially 3 genres of authenticity: original, referential, influential5.
Visual design and concept process:
Is based mainly in how the 3D animation will look like. The focus has been that of creating a character, that is related to Tivolis thematic rides, or could make part of a fantasy world character. A character that could both intrigue the target audience, but could be interesting also for other audiences,
or that could at least contribute to the using of the app. (ing the thing). -How will the customer
performs, using this product?
For further details on the design, please consult the Appendix (table 1-4).
Technical aspects:
The animation has been modeled using Maya 2013 Student version with three years free trial period.
The app. can be seen using a smart-phone, or tablet device and having installed the Metaio SDK
software for the visualization, trial version. Post-production has been made using Adobe Premiere
Pro CS6 (24frames per second and HD.264 with resolution of 1920x1080).

1
James H. Gilmore, B. Joseph Pine II, "Authenticity: What Consumers Really Want", Harvard Business School Press, 2007, Ch. 4, p.49-50 and
James H. Gilmore, B. Joseph Pine II,"The Experience Economy", Harvard Business School Press, Boston, 1999, Ch. 3
2
James H. Gilmore, B. Joseph Pine II,"The Experience Economy", Harvard Business School Press, Boston, 1999, Ch. 2
3
David Boyle, "Authenticity: Brands, Fakes, Spin and the Lust for Real Life", Harper Perennial, 2003, Ch. 1, p. 12
4
David Boyle, "Authenticity: Brands, Fakes, Spin and the Lust for Real Life", Harper Perennial, 2003, Ch. 1, p. 18-21
5
James H. Gilmore, B. Joseph Pine II, "Authenticity: What Consumers Really Want", Harvard Business School Press, 2007, Ch. 4, p.57-79

Module 7 and 8
Case 2: Report writing at academical level
7.7 AR solution analysis - feedback by the teacher (Lau)
8.9 Communication Report - feedback by the teachers (Susanne and Bodil)
Description:
While the topic of analysis is the writing of a professional report, the listed examples demonstrates,
that a report is a fundamental part of the final production and result. It functions to enhance the substance and improve the performance. Whether it is related to a marketing research, communication
model, business-strategy, or as content-optimization, it is inevitable part of the whole structure. That
is why, it is relevant for my choice of specific case.
In details, the first example deals with Module 7 and as such, serves as a way to understand the customer and the way it can relate to the product in a larger scale, than the simple and limiting definition of "target audience".
For Module 8, the report has had a more relevant weight in the final product's success, as it will be
described below, one moves from Experience to Transformation stage in this module, thus it deserves more focus on the social, technical, cultural aspects.
Theories and methods:
For Module 7 report, the theories are the same used in Case 1, in addition to realizing that it's the first
stage of the "creation of new and involving products"6. And the research on the three levels of communication as semiotics.71
Fro Module 8, there has been the intention to find what the Habitus8 of the customer could be. If
there is the need to analyze social aspects (social class) and the technical changes in society and how
this has changed the culture and life. The report, however, does not manages to explain the concept
of habitus in good details and it also lacks in communication model. Hints of content strategy can be
traced in the Promotion strategy chapter, but in a superficial way. It is, nonetheless, a point for reflection on how the shortcomings can be turned into advantages.
Visual design and concept process:
Being inseparable part of the whole product, a report usually follows the design and the concept of
the project: choice of main font (header or title) and body font, font weight and size, color palette,
content distribution (module 8-WordPress web site with various information in the navigation menu).
Responsive design across different screen resolutions.
Technical aspects:
In module 8 the technical part was mainly covered by the use of a WordPress site, PHP functionality
(a quiz and a image gallery), the creation of a tab-app. for a Facebook page, linked to the sub-branding page in WP. Most of that has been mentioned in the related report and the presentation of the
project.

6
Peter Svarre, "Den perfekte storm", Gyldendal Business , 2012
7
http://en.wikipedia.org/wiki/Roland_Barthes and http://en.wikipedia.org/wiki/Gregory_Bateson
8
http://www.powercube.net/other-forms-of-power/bourdieu-and-habitus/ and Bourdieu, P. "Distinction: A Social Critique of the Judgement of
Taste" London, 1984, Routledge

Module 6
Additional Case: Sonar - Branding, marketing research
http://evdo0003.keaweb.dk/SonarWebSite/index.php
Sonar Campaign Report.pdf
Description:
How to place and present a famous festival of electronic music, Sonar, in the Danish market and to
the Danish public. Creation of a new image, prototype site, marketing campaign, social media campaign, strategies for product placement. Use of 3 PHP functionalities, user testing and a final report.
The choice on this case is because all the required "milestones" have been accomplished in an exhaustive and competent way. Further development is needed for the site in itself, but the main
reason is that this project was done without a group-work, but with the perseverance to bring it to a
presentable state and with valid results.
The report in its all is 41 pages including appendix and literature list, thus it will be difficult to list all
sources of information and links.
Theories and methods:
A great concentration has been placed on the research and strategies:
Research: macro-environment- PEST/EL analysis, micro-environment -main competitors (Roskilde,
Distortion, Strm), STP, SWOT analysis and TOWS matrix, the Mission, Vision and Values of Sonar.
Strategies: competitive strategies, promotional tools and social media, campaign and communication plan.
User testing: questionnaire, usability test.
Visual design and concept process:
Design: design brief, program and process that correspond to the way the site looks like and vice-versa.
Use of fifth element: reflecting Sonar's binary approach (visualized as electronic scheme).
Color palette: inspired by the colors used in the electronic festivals - bright blue and neon green.
Such strongly saturated colors, have been toned done to more pastel shades of green. Linear design,
straight-forward structure.
Technical aspects:
Technical documentation- PHP functionality (ticket number verification and confirm message; date
and time verification and confirm message; e-mail with information in case of winning ticket), table
creation in mySQL for the database, HTML/CSS, JQuery (slide-show image gallery in the main page).

Literature list

Case 1:
James H. Gilmore, B. Joseph Pine II, "Authenticity: What Consumers Really Want", Harvard Business
School Press, 2007.
James H. Gilmore, B. Joseph Pine II,"The Experience Economy", Harvard Business School Press, Boston, 1999.
David Boyle, "Authenticity: Brands, Fakes, Spin and the Lust for Real Life", Harper Perennial, 2003.
Case 2:
Peter Svarre, "Den perfekte storm", Gyldendal Business , 2012.
Bourdieu, P. "Distinction: A Social Critique of the Judgement of Taste", London, 1984, Routledge
Links:
http://en.wikipedia.org/wiki/Roland_Barthes and http://en.wikipedia.org/wiki/Gregory_Bateson
Accessed on 7th Nov. 2014
http://www.powercube.net/other-forms-of-power/bourdieu-and-habitus/
Accessed in 7th Nov. 2014
Additional case:
Complete literature list can be found in Sonar Campaign Report.pdf on page 18.

Appendix

Table 1 - animating the hot-air-balloons

Table 2 - camera animation and chess-king path animation

Appendix

Table 3 - video export in Adobe Premiere CS6

Table 4 - Completing the portfolio in Behance.net