To create something fresh, you need to
know what has already been done. You've seen millions of ads in your lifetime
and probably know what looks, feels, and sounds stale by now. The ability to
deconstruct and categorize ads is a useful skill for those who aspire to do
creative work. (107)
The strategy that was used for this advertising campaign could also be stretched to extend to differnet dreams with different people in the car, creating more stories.
An advertising campaign is a series of
coordinated ad units, based on an overarching strategy and highly related
ideas, connected by look and feel, voice, tone, style, imagery, and tagline,
where each individual ad in the campaign also can stand on its own. (195)
The imagery relates to Kia as a brand. They created a car for the younger, urban demographic. The city dweller. Visually, the commercial gets that across.
Any campaign should relate to the
brand's visual identity, its look and feel. That does not mean you have to use
the brand colors as the main palette. It also does not mean that you just use
the brand logo as the main image. It does mean that the kinds of imagery, the
qualities and characteristics of the imagery, 198199typefaces, and color palette should be appropriate for the
brand or group. If it works, it is deemed on brand. (199)
As always, a designer working with motion must consider concept
generation, function, form, aesthetics, meaning,
and—ultimately—communication.Creating concepts and visuals for television commercials, screen-based media can involve narrative or storytelling forms (linear, nonlinear, realistic, abstract, or experimental), sequencing of images and events, composition, and visual and motion variables (characteristics, attributes, or qualities).(220)
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