Advertising

Not Real – Grace

This afternoon I was hanging out on Vimeo looking at a variety of things to get some inspiration for a motion graphics/video project I have in the works, and I happened to stumble upon “Grace Sunset Collection” by Not Real. It’s a really well-done advert featuring some great photography, typography, and 3D animation. What’s better there is a making-of video that shows off some of the behind-the-scenes work that went into putting this together. I always like to include the behind the scenes/making of videos if I can because it shows how much work actually goes into producing something that looks so simple. And that is where the magic is. A complex and involved project that produces a final clip that looks simple.

As you watch this, think about how the animation and edits are timed to the rhythm of the music. It goes together so well, and if you weren’t looking for it you might miss that aspect. The other thing that caught my attention is the easing that is applied to the movement of the type, images and objects. It’s subtle and very lifelike. The fall off is natural, and that is the kind of thing that takes some serious skills, whether you are doing it with After Effects expressions, or using the motion graph.

This is some really nice stuff. Now I’m inspired and its time to get to work.

Directed by: NotReal

Creative Direction: Valeria Moreiro
Executive Production: Roberto Connolly

Art Direction: Valeria Moreiro
Animation Direction: Milton Gonzalez

2D Design: Luján Borzi, Pia Alive, Valeria Moreiro
3D Design: Valeria Moreiro, Alejandra Lan, Luján Borzi

2D Animation: Milton Gonzalez, Joana Cabrera, Roberto Connolly
3D Animation: Milton Gonzalez, Joana Cabrera

Lighting & Shading: Valeria Moreiro
Rendering and Compositing: Milton Gonzalez

Making off: Roberto Connolly

Photography:Cecilia Armand Ugon
Photography Assistant: Ayelén Di Biasi
Styling: Maia Frid
Make up: Julie Doee

Models: Abril Castroman- Lo Management
Layla Ferreira- Pink Models

Year: 2020

A Fist Full of Bourbon

As a bourbon drinker, this brand had me at the name. Scotch whisky maker William Grant is jumping into the bourbon market with new brand “Fistful of Bourbon”. To kick off the launch they teamed up with Quaker City Mercantile and Saturday Night Live director Paul Briganti, and Tool of North America to produce a tongue in cheek play on a classic spaghetti western and the results are so good.

The spot imagines two cowboys waxing poetic about the use of sunscreen, reading Gwyneth Paltrow’s blog Goop, silk pajamas and more. The writing is fun, and the two main actors set the mood. The only thing they need is a Ennio Moriccone soundtrack and some overdubbed voices on the supporting cast.

Taking full advantage of YouTube, Briganti pushes this to 2 minutes in length allowing for more absurdity. It almost seems to go a on a bit long with some sight gags in the bar scene being overplayed, but for the most part it works. At least it did for me, doing exactly what advertising is supposed to do. Hook you, hold you, keep you engaged, remember the product, and the brand.

Episode 27 – Inside Chanel

When you are a global brand like Chanel, you can take chances with your marketing and advertising initiatives. Your brand is established and your history is in place so experimenting with different mediums or channels isn’t as risky.

Over the last 7 years director Cyrille Smaha has produced a series of stunning animations for Chanel in her signature style. The 27th episode landed on Vimeo about 4 days ago and it is once again an absolutely stunning piece of work.

Her unique blend of collage and motion graphics sets her work apart while lending a unique voice to the legacy of the French fashion house. If you have the time I highly recommend watching all of these starting with number one. Some of them are in French, but don’t let that bother you if you don’t speak the language. These are a visual treat and hearing them in French ads to the mystique in my opinion.

Believe in Experiences – Mastercard Pre-Pandemic

What a difference a year makes. The images below are from a Mastercard campaign that was developed by McCann Columbia that is built around shared experiences. The imagery is great incorporating the Mastercard logo into a series of engagements that involve eating out, sports, travel, etc. All things that people really aren’t doing right now because of the global Covid-19 pandemic.

The background copy that accompanied the launch of the outdoor campaign read “At Mastercard, we believe in experiences. We believe in the awe of simple things. We believe in those moments where only present matters. To us, that’s priceless and we got the opportunity to merge our logo into some of those occasions for all of the 2019 billboards.”

It’s a great campaign. The visuals alone are fantastic, selling the product/service in a quick read that billboards need to do. The irony is, that there is no way Mastercard and McCann could have foreseen the future when this campaign was being developed. And if it is like any outdoor campaign I’ve ever worked on, there is a pretty solid chance that a number of these billboards are still up in Latin America, which unintentionally drives home the reality of where the world is today. Social distancing, self isolating, and apart from one another. The polar opposite of what this campaign originally set out to champion.

It’s beautiful work though, and the team that created it should be extremely proud of what they produced. Great photography, solid retouching, simple and effective copy… priceless.

McCann Colombia
Creative Director: Andres Salamanca Soler
Art Director: Felipe Álvarez C. – Andrés V. De la Hoz
Copywriter: Laura Garzón – Julian Triana