Client Project

Ideas

Having finished my initial research and got a good idea about whether a product like the one i'm thinking of exists or can be created. I'm going to move on to getting ideas for my advert, to get a good overview of the sort of adverts already out there i plan to watch adverts from all ranges of the spectrum  including sports as well as information and technology.

I began by watching advert that i was familiar with and had seen over the years, these including the numerous sports adverts brought out by Nike and Adidas, this particular one caught my eye.

http://www.youtube.com/watch?v=U4qUfOMMCgc

Rather than selling a product this advert is selling the brand. It does this by employing a lot of the big names within the footballing world at the moment, it is wildly extravagant and must of had a ridiculous budget i tried to find it but had no luck. This shows me how far an advert can go to promote something, and by having those big names that people are familiar with further helps to boost its self image.

After watching numerous adverts like this i set about looking for adverts which are about selling a product or a brand, but they go about it in a more informational way. I managed to find this advert about Nanobionic Innovative Performance Clothing. 

http://www.youtube.com/watch?v=vQMDaRb9XBA

This advert has the purpose of selling a new type of sports clothing. It is a lot more dumbed down than the Nike advert and tells you about the product what i can offer you and how it improves your performance.

When comparing the two adverts the Nanobionic style is much more related to how i want my advert to look, stylish but informing. I don't want the advert to fancy and garish, it needs to be simple but not in a boring way. I plan to look at the Nanobionic website to see if i can get any more ideas which help me towrads my advert.

Moodboard

Research 3

Now that i have seen that it is possible to create a muscle monitoring fabric, i have decided to research into the benefits it can have for an athlete  i talked earlier about how professional athletes spend years perfecting their movement so they can get the most out of their body. I found a video on YouTube not solely around 

this but makes the point quite nicely, and i feel that i can be a good advert for the product.

http://www.youtube.com/watch?v=Z-xesd1er1s 

In this video Cristiano Ronaldo is pitted against a sprinter to see who is quicker, as well as this their body's are covered in sensors to measure their movement also they are surrounded by slow mo cameras to capture their body movements. What I've learnt from the video and what they talk about after both Ronaldo and the sprinter have done a 25m dash, is the difference in technique. The sprinters is flawless and his whole body is moving in unison which he has perfected over his career, where as Ronaldo's technique is very sloppy he almost has to think about running where to the sprinter it comes naturally. From this video I believe you could show how a product like the one i want to advertise could be used to improve an athlete, even one like Ronaldo who you don't see as needing improvement. 

Research Cont'd

Having found a good example of a piece of clothing with an in built heart rate monitor i decided that it would be best to next look at clothes which monitored health, not for a medical purpose but to see what else is out there. I found an article on BBC news which shows exactly this.
http://news.bbc.co.uk/1/hi/health/6740325.stm

In the article it says the purpose of these clothes are to monitor hospital patients, people with chronic illness and recovering athletes. What i was interested in was that these products were going to be monitoring a lot of the body's vital signs including blood, sweat and other body fluids. This idea of monitoring multiple bodily signs is exactly what i want to do.

I then began to research products which monitor your muscles. I quickly found a new technology which monitors muscles in a different way to what i want.
http://www.gymtalkclothing.com/news-and-tips/new-tech-the-muscle-fatigue-monitor
At the moment what they have created is a muscle fatigue monitor designed to help you get the most out of your workout, but telling you how much more your muscles can take and whether you can continue or should stop. However what i want in my product is something the can measuring your muscle contractions which will show you which muscles are working. This will ideally be used for athletes mainly runners, who spend years perfecting their movement to make sure their whole body is working in unison and i think a product like mine could help.

After further research it seems that European researchers have created a fabric which can monitor muscle overload to help prevent RSI, again not quite what I want to do but it does show that it is possible to have something that monitors your muscle activity within a fabric.
http://cordis.europa.eu/ictresults/popup.cfm?section=news&tpl=article&ID=90101&AutoPrint=True

Research

I began my research by trying to find items of clothing which have inbuilt heart rate monitors, this was to get an idea of what they might look like and also to see if there are any about. Although i want my product to measure muscle contractions as well i thought that heart rate alone would be a good place to start.

Initially all i could find was the standard heart rate monitor watches that you see everywhere.

After continuing to search around on the internet i found a website called Numetrex.com which specialize in advanced sports clothing. There main product are shirts and sports bra's with inbuilt heart rate monitors which either transmit their results to a watch or another device.

From looking through their website i got a good sense about what they hope to achieve with the products and also why they have created them, as well as this i was able to see how the looks of the product reflect a real sense of sport. I feel this is a good stepping stone towards my advert and has giving me good ideas into how to present my product.

Client Project 1

Yesterday we had our first Client Project tutorial with Deborah. We went over the Module guide and looked at the three briefs. We would be making at advert which would show in a slick a stylish way what ATRG are currently, have and going to do. We were told to choose one brief and begin working on it.

I immediately wanted to do the first brief because i already have an idea that i want to do about a future product. I want to do an advert for a piece of sports clothing which monitors heart rate respiratory rate as well as muscle contractions, being my initial idea i need to go and do some research to see if anything like this already exists.

Year 3