Tall Tales & Falsehoods

Most feel as if the 50′s through the early 70′s constitue the Golden Age of Advertising. While I will have to agree with that assumption the real question remains as to why.

• Shift focas to the brand not the product
• Long running campaigns that were consistant over multiple years
• Turned traditional thinking on its head.
• Designs started to use asymmetrical layouts, white space and less copy.

Millions are spent of air time so let’s take a look at who’s spot sores in the red zone.

10) Doritos Free Doritos

9) Coke Balloon Fight 2008

Master Lock Shot Lock (1974)

7) Budweiser Respect (2002)

6) Reebok Terry Tate Office Linebacker

5) What’s Up? Budweiser Commercial

4) Budweiser Frogs Commercial

3) McDonald’s Bird vs. Jordan Showdown

2) Coke’s Mean Joe Green A Coke and A Smile

1) Apple’s 1984

Building a campaign can be a fun experience. Caring a concept across multiple platforms that is both engaging and compelling can be a tough task. However the payoff is huge. In our next project we will look and building a campaign for the Surfridder Foundation that spans across multiple platforms.

Please send me a design/advertising brief about the concept that you would like to carry forth for the Surfridder Foundation. Please outline the five areas of execution along with deliverable dates for each. (You must think if you would like to focus on an individual issue or promotion of the Surfridder Foundation itself.)

• Newspaper Ads (3 Col x 9in, 6 Col x 9in, 9 Col x 9in) {1 Col = 2.125in}
• Magazine Ads (Full Page 8.5×11, Half Page 8.5×5.5, Quarter Page 4.25×5.5)
• Video Ads – (Min size 480px by 385px)
• Direct Mail – (3 Pieces)
• Online Banner Ads {728 x 90 IMU – (Leaderboard), 160 x 600 IMU – (Wide Skyscraper),300 x 250 IMU – (Medium Rectangle), 180 x 150 IMU – (Rectangle)}
• Advertorial/Photo Essay (12 Photos min with Captions)
• Email Blast (600px By ?)
• Poster (11×17)
• Other

This project will carry you through the end of the semester. Each week you will have at least one deliverable. This project will make or break your grade. You must pay attention to all details and dates. Concept is key and I must be able to see the concept carried throughout all design pieces.

Key Points:

• Editorial Photography
• Advertising Photography

Editorial Photography

1. Photojournalism is words and images.
2. Write cutlines.
3. Timeliness is extremely important when covering an event.
4. Capture raw emotion. Keep the Photoshop to a minimum; just some burning, dodging and color adjustments. Avoid sharpening images.
5. Think beyond just one photo. Tell a story with your images.
6. Gather story information.

More detailed info can be found here.

Advertising Photography

1. Capture details for an expressive manor.
2. Shot for client or design.
3. Manage spacial elements in regards to copy and design.
4. Shoot for one shot.
5. Post production.