PERSONAL INTERVIEW VIDEO
TASK: Find what you consider to be an ugly ad. Re-concept and art direct it. Submit the original ad, your revised ad, and an explanation of the faults of the original ad. Tell us why your version is better.
MEDSTAR HEALTH: LIVING DONOR
This particular advertisement is striking, but unsettling because of the lack of facial symmetry. Facial symmetry is important because human beings are shallow creatures and facial symmetry contributes to how attractive we perceive faces to be. Unfortunately, the lack of symmetry to this degree creates the effect that these two women have been mashed together to create Cruella de Vil.
The "Living Donor" series by Aloysius Butler & Clark fails to expand on the touching stories of people who were able to not only save and continue their lives but connect with the people they saved and that saved them.
Now, imagine this advertisement greeting you as soon as the metro doors open at six o'clock in the morning. Yeah...not pretty. This isn't the only one either...this campaign included a mash-up of a sister and brother that came together to create...Shrek.
MEDSTAR HEALTH: MEET THE LIFE
Although the concept of "Living Donor" was strong, the execution was a failure. Even experimenting with simply separating the two halves to opposite sides seemed to erase the identity of the donor/recipient. Perhaps through more powerful photography and posing/positioning of subjects, a more similar concept of two people somehow becoming one in the same fashion might have been possible.
Through this redesign of the campaign, both the intensity and continuation of life is apparent through the image chosen. There is no distracting lack of facial symmetry which becomes unflattering to the subjects and overshadows the merit of the campaign.
MedStar collateral and advertisement also use the same blocky yellow and blue graphics, which shrouds the subjects in darkness. However, through this glowing yellow and blue graphic, the message becomes instantly more uplifting.
TASK: Submit five non-returnable ad samples (You can include non-traditional and traditional media) that show your creative ability, conceptual thinking, design sense and dedication to your craft. Samples must be 8.5” X 11” max. Samples should be one or two campaigns or single ads. The ads should not be an extension of an existing campaign. (For example, don’t give us your twist on the Old Spice campaign. Instead, submit your original concept.)
Be sure the products you pick have a very clear benefit for the consumer, and then convey the message as clearly and provocatively as possible. Applicants for the art direction track are accepted largely on the basis of the ads submitted for review. You must note the source of the images used in your ad samples (i.e. original photography, Google images, etc.).
SAVE THE CHILDREN
Founded in 1919, Save the Children Fund is a global non-profit aimed towards supporting the needs of children and families facing catastrophic disasters and emergencies. Currently, Save the Children serves children in over 100 countries including the United States of America.
This sample advertisement was created to follow Save the Children's current branding style (bold text backed with white blocking) while promoting the overall goal of Save the Children: protect children from harm, particularly during disasters and emergencies in a clear and simplistic way.
TOM'S OF MAINE
KNOW YOUR STUFF
Tom's of Maine was founded with the aim of providing beauty care products free from artificial and processed ingredients. Today, as part of the Colgate-Palmolive company, Tom's of Maine still maintains that all of the ingredients used in their beauty and personal care products are naturally derived.
This sample advertisement "Know Your Stuff" was created to highlight the simplistic and personal identity of Tom's of Maine and their products. To ask a consumer if they were able to visually identify ingredients in a competitor's product by its chemical name is a nod at the superior simplicity of Tom's of Maine's products.
Finally, the call to action blurb at the bottom of the ad furthers this by suggesting that throughout the selection of products available at Tom's, consumers will easily be able to identify ingredients.
FOR YOU, LOVE KATE
The Kate Spade brand is all about quirky, cute personality and individualism. This mock advertisement highlights the diversity of a "Kate Spade girl."
Using a similar headline font to Kate Spade's iconic Baskerville font, this add gives a softer, flirter vibe -- swapped with Kate Sans font -- the same style of advertisement can become edgy and cool.
WORDS BEATS & LIFE
SHOW & PROVE: THE AUDITION SHOW
Words Beats & Life Inc. is a non-profit in the Washington, DC area created to benefit the community through hip-hop culture. It utilizes five core programs to achieve its mission, including "The Academy" program.
This mock advertisement was created to promote "The Academy," which offers free 8 to 10-week classes to youth ranging in age from 13 to 23 taught by local "masters."
While the program is currently free and open to those who apply, the concept was to bring greater awareness about Words Beats & Life Inc. by inviting the DC community to support an "audition show."
PHASE ONE: GENERATE BUZZ AND CREATE INTRIGUE
Begin posting print campaigns in areas that get high foot/commuter traffic around the DC, Maryland, and Virginia on buildings, transits, and wild postings.
PHASE TWO: INFORM AND INSPIRE TO APPLY
After the application becomes available, begin using DJ reads; start making smaller print posters available in coffee shops, music, dance, and art stores with detailed information about what "The Academy" offers, how to apply, and audition dates.
PHASE THREE: REMIND APPLICANTS TO AUDITION AND ENCOURAGE OTHERS TO SUPPORT AUDITION SHOW
Finally, create commercials and radio spots that will advertise the Audition Show for The Academy.
This sample advertisement is part of a mock campaign entitled "Experience Music." The aim was to increase Pandora users and sponsors by reestablishing the relevancy of Pandora Internet Radio and its services. Experience Music aimed to highlight the ability of users to become submerged in the Music Genome Project, which helps users discover new, exciting, and inspiring music experiences.
The advertisements highlight the genuine emotions and experiences listeners have when they discover new music and artists through Pandora’s automated music recommendation feature, but also build upon how the right music can change and improve experiences as well as link a group of people.
CROCKPOT: NOT YOUR MOM'S CROCKPOT
TASK: Develop a campaign for either Patagonia (the brand or a particular product) or Crockpot.
Please include three ads and two additional pieces that are an extension of your campaign (i.e. billboard, digital executions, experiential design, etc.). Become familiar with the company and products. Craft a message that will be relevant, motivating, and creative.
A magazine postcard insert and website banner.
FRANCINE JACKSON • JACKSONFRANCINE@GMAIL.COM • 804.205.8537