USC AA: Magnum Opus

The journey has officially come to an end, but this is only just the beginning. We would like to thank everyone for taking the time out of their day to witness the unraveling of a tapestry of talent at Magnum Opus 2024 last May 17, 2024. We hope it was an inspiring and wonderful experience for everyone!

As our students leave the walls of USC-SAFAD, we hope they are ready to show the world what it means to be a Carolinian creative and to always be Witnesses to the Word. See you at the next installment of Magnum Opus!

Today’s the momentous day Magnum Opus 2024 opens!
We gather to witness the culmination of the Advertising art students' efforts. Kindly refer to the posted program flow for further details.

[GOLD AWARD]: A PROPOSED DIGITAL MEDIA PROMOTIONAL STRATEGY FOR "MGA ASOY NI KUYA GOLIAT" RADIO DRAMA
By Henry Rhey Madrona, Maria Veronica Paglinawan, and Monique Angeli Po

With the rise of digital media in modern society, people are more exposed to visual content. As more people lean towards visual content, art forms that are non-visual in nature, such as audio storytelling, have diminished throughout the years. Radio drama as an art form lasted for decades however with the rise of digital media and visual content today, it has been unable to reach the younger generation. DYHP RMN Cebu is an accomplished radio station in providing education and information in the local scenery of the radio industry. One of its currently aired radio dramas is “Mga Asoy Ni Kuya Goliat”, popular to the people for its entertaining and enriching content. The purpose of this study is to preserve and promote the radio drama “Mga Asoy Ni Kuya Goliat” for future generations through appealing to the younger audiences using visuals and promotional materials in digital media. The study conducted five one-on-one interviews with five participants who had similar characteristics as the current market and two key informant interviews with two voice talents from the radio station DYHP RMN Cebu. After the data was analyzed using the thematic analysis method, evident themes became apparent and the study found that the concepts of the promotional material must be visualized as fantasy, anime, cartoon, and Tim Burton-inspired while being consistent and accurate with the radio drama’s storytelling. It was also found that there is a generational gap between the target audience and the radio drama which affects the interests of the target audience for the promotional materials. This includes their preferences of digital media use, their interests of visual styles, and their attention span for video-based promotions. Based on these findings, several visual outputs were created to promote the radio drama—such as six character design sheets, one character line up, three illustrated posters, one supplementary illustration, two album cover variations, and one animated teaser. In correspondence with the findings of the study, the researchers recommend to conduct a study covering younger audiences, broaden the outputs and scope of the study, discover ongoing and active radio dramas, and lastly, explore further more promotional materials under Mga Asoy Ni Kuya Goliat to gain deeper understanding.

[SILVER AWARD]: A PROPOSED VISUAL COMMUNICATION DESIGN FOR ASPIRING VIRTUAL YOUTUBER VIISXHA
By Ezra Lobitana, Jyzrhyl Lourdes Yongco, and Daniella Ingrid Cimafranca

The advancement of motion graphics technology and animation has democratized access to the field, empowering individuals to explore its potential at a much lower cost than it was decades before. This technological progress has not only made 2D and 3D animation in virtual realities more accessible but also facilitated their exploration through everyday devices such as PCs, laptops, phones, or tablets. As such, it is within this transformative landscape that Virtual YouTubers, or VTubers, have emerged and gained traction in the last couple of years as a new market for online entertainment and content creation. Harnessing the power of cutting-edge motion capture technology, VTubers animate intricately designed 2D or 3D virtual models and use these personas to stream video broadcasts of immersive online content including gaming, live performances, and interactive chats. As VTubing gains popularity among creators and audiences alike, aspiring VTubers like Viisxha, an art content creator, face the challenge of distinguishing themselves in a cluttered market. To address this, this research aimed to develop a visual communication design package tailored to Viisxha, aligning it with established industry standards and elevating her competitive edge. The methodology involves a one-on-one interview with Viisxha and two focus group discussions (FGDs) comprising her fans and general VTuber audiences. These discussions aimed to identify elements reflecting Viisxha's persona as a VTuber and discern her position among her audience, ultimately identifying her target market. After gathering information, researchers developed Viisxha's visual communication design encompassing a character sheet, a fully rigged 2D VTuber model, a streaming package, and a series of promotional materials for her debut. Through this iterative process, the researchers were able to create a cohesive brand narrative and image for Viisxha, enhancing her visibility and resonance within the VTuber community while catering to the preferences and interaction habits of her audience.

[BRONZE AWARD]: A PROPOSED BRAND AWARENESS CAMPAIGN FOR USC KAUBAN PSYCHOLOGICAL CENTER
By Jose Preben Layola, Athena Opsima, Ann Margaret Suazo

Brand awareness is the ability of a future buyer to familiarize and recall a brand as part of their product choices. (Tritama & Tarigan, 2016) A successful brand awareness campaign creates an impression of being a distinct brand that differs from competition. USC Kauban Psychological Center is a mental health service provider with a purpose of serving individuals who are experiencing mental health struggles. This study aims to create the appropriate brand awareness
campaign that addresses the lack of recognition towards the target audience. In an effort to further understand the creative process of making the campaign, qualitative and quantitative research designs were employed to further gauge the desired outcome of the brand awareness campaign. An in-depth interview with the owner of USC Kauban was conducted which tackled emergent themes such as the brand's narrative, differentiation and brand experience. On the other hand, survey questionnaires were distributed to the respondents (n=383) that were tertiary students, teaching and non-teaching staff from the University of San Carlos. Findings from the data showed that there was indeed a lack of brand awareness of USC Kauban towards the target audience. Through these findings, a brand awareness campaign was created in order to communicate the core values and appropriate message that USC Kauban Psychological Center wants to uphold.

GASA UG HALAD: A PROPOSED CARD GAME AND GUIDEBOOK ON CENTRAL VISAYAN MYTHICAL DEITIES
By Anne Karol Andrino, Mae Marie Manubag, and Ricca Palmer

With the lack of presence in the mainstream media, Filipino mythology has been overlooked in favor of Western mythology and legends among the Filipinos, which led to the lack of awareness and perception of their own local myths. This study aimed to rectify this by highlighting Central Visayan deities through a card game that adapts modern visual styles that appeal to the target audience. The researchers did preliminary research on pre-colonial Visayan culture and myths and, to gain further insight on the target audience, a focus group discussion was conducted with six (6) participants that had similar characteristics as the target audience, all residing in Cebu. Based on the results from the focus group discussion, the researchers developed initial mechanics for the card game and, subsequently, conducted beta testing divided into two groups, with four (4) participants and six (6) participants. Data was collated, analyzed and categorized into themes which determined that there is a limited perception about local gods and goddesses due to being absent from mainstream media. Participants feel more inclined to learn about the local myths and retain information through casual and interactive games that have intricate and detailed visuals. From the results of the data analysis, a card game was produced as well as a guidebook that includes the game mechanics and lore of the gameplay. The study concluded with recommendations to expand the target audience as well as the roster of deities present in the card game output. Additionally, further development of the game mechanics and appropriate brand visual identity of the card game for the enjoyment and education of the players are recommended.

A PROPOSED CORPORATE IDENTITY AND BRANDING PROGRAM FOR GRACEFUL CAKES IN CABADBARAN CITY, MINDANAO
By Mary Johanne Dela Serna, Jose Carlo Gloria, Hope Jireh Endencia

Brand Identity is the representation of a brand's soul, serving as the cornerstone of its strategic direction, marketing initiatives, and overall business objectives. It acts as a conduit for expressing the brand's essence, values, and promise to its target audience, guiding every interaction and touchpoint. In this thesis study, "A Proposed Brand Identity and Branding Program for Graceful Cakes In Cabadbaran City, Mindanao", we aim to develop an effective brand identity and program that will establish Graceful Cakes as a prominent bakery in Cabadbaran City and nearby cities. While well-known locally, Graceful Cakes lacks a cohesive brand identity, branding program, and effective promotional strategies, limiting its growth potential. Through creating an authentic brand identity reflecting its values and unique offerings, and implementing a comprehensive branding program including visual elements, messaging, and promotional strategies, we seek to enhance its presence and connect with its target audience. Surveys among loyal and new customers, along with in-depth interviews with the owner and a branding professional, inform our strategy development. Findings reveal that Graceful Cakes has garnered a reputation as a superior bakery in its local area, delivering consistently delicious and quality cake products, embodying an elegant and warm-hearted personality that fosters togetherness and happiness among its consumers. These insights are crucial in informing the development of Graceful Cakes' brand identity and branding program, ensuring that they authentically reflect the bakery's unique qualities and resonate with its target audience. Recommendations include advertising through digital and traditional approaches to broaden its audience reach and presence.

A PROPOSED ADVOCACY CAMPAIGN FOR THE AGRICULTURE INDUSTRY IN PUERTOBELLO, CAMOTES
By Edd Angelou Dampios and Keanu Raz

The Philippines is supported by the hard work and labor of farmers and fishermen considering its climate, location, history, and culture. A major number of the farms in the country are operated by small-scale farmers and a quarter of the Philippine labor force primarily rely on agricultural products & practices for their income and livelihood (Go, 2021). Such is the case for farmers in Brgy. Puertobello, Tudela, Camotes, Cebu. Careers in agriculture, given current national circumstances, are often looked down on and perceived by many as difficult and unrewarding. This study was done in collaboration with the Puertobello Farmers and Fishermen Livelihood Association (PFFLA). It aims to alleviate this problem in communication through an advocacy campaign with a goal of instilling love and respect for agricultural workers, fishermen, and farmers in Brgy. Puertobello, Camotes. Two focus group discussions were held, with each group consisting of six members each. The first group involved farmers and fishermen that were members of PFFLA and the second involved non-members but were residents of the area. After extraction of themes, it was discovered that farmers believe the youth were not instilled with the love for fishing and farming. An advocacy campaign was developed to address this issue guided by Aristotle's Rhetoric Triangle. In line with the findings of this study, the researchers recommend testing the effectiveness of advocacy campaigns through focus group discussions, conducting similar research in other areas of the country, and further research delving into the factors of older generations discouraging younger generations from pursuing careers in agriculture.

A PROPOSED BRAND IDENTITY AND INTRODUCTORY BRAND PROMOTION FOR CHILDREN'S HAVEN OF POLICE STATION 5
By Alyssa Franceska Almazan and Raul Niko Blanco

Children’s Haven is a non-profit organization initiated in 2019 by Cebu City’s Police Station 5 to help underprivileged children in the Carbon Market area. Since its launch, the organization has not had an established brand identity which has led to difficulties in effectively communicating the identity of Children’s Haven to their beneficiaries, sponsors, and volunteers. This study aimed to alleviate this communication problem by creating a brand identity and introductory promotional materials for Children’s Haven. The researchers utilized the qualitative research method and conducted two (2) key informant interviews and (1) focus group discussion. The two (2) key informants were the Police Senior Master Sergeant of Police Station 5 who initiated Children’s Haven and the Assistant Coordinator of Children’s Haven. The focus group discussion consisted of six (6) participants who were sponsors and volunteers at Children’s Haven. The data gathered from the interviews were transcribed into a document from which they were analyzed and grouped into similar themes through thematic analysis. Based on the data collected, the researchers created a brand book and introductory promotional materials for Children’s Haven. The study concluded with recommendations for Children’s Haven to put more effort into establishing their brand identity to build their organizational credibility. In addition, the researchers recommended that Children’s Haven should collaborate with professionals from different creative fields such as graphic designers, mural artists, and illustrators to explore multiple ways to implement their brand identity across different forms of art and increase their brand’s visibility to the target audience.

A PROPOSED DOCUMENTARY VIDEO ON THE IMPACT OF ARTIFICIAL INTELLIGENCE (AI) ON DIGITAL ILLUSTRATORS IN CEBU
By Hannah Karen Llenos, Mary Therese Beduya

With innovation flourishing, machines are constantly evolving to improve our lives. As technology advances, Artificial Intelligence (AI) has emerged as a powerful tool. This thesis aims to create a documentary exploring the impact of AI on Cebu's digital illustrators, highlighting the need to understand its effects on the community. The study focused on five sub-problems: (1) creative process of Cebuano digital illustrators; (2) participants’ awareness of the presence of AI in the Cebuano art community; (3) participants’ understanding of the advantages and disadvantages of using AI; (4) participants’ knowledge of using AI; and (5) participants’ ethical concerns associated with AI use in art. This thesis further explores the influence of AI on Cebu's digital illustrators through a documentary. It looks into how artists work, their understanding and fears about AI, and the way AI could benefit them. According to the study, artists utilize AI to aid them with their creative processes, but many have concerns that it would devalue their work. The researchers recommend more research into AI's legal and ethical ramifications, as well as creative education for the art community.