The Apple Ad Concept
This is an idea I contemplated for months before finally undertaking the project I had envisioned. I was thinking about the current state of print advertisement, and pondering possible ways to approach consumers from a new angle. This particular ad is intended to be shown as street level promotion (maybe inside of a mall, or along the sidewalk in a busy area), the native size is 6x9 feet. My ad portrays a girl making her way through a dream. In the first frame she blows the petals of the flower, she chases them through the proceeding frames and changes her surroundings (the song being played) when one of the petals presents her with the opportunity. The petals and sunshine are a reoccurring element throughout the whole piece, all the way up to the last frame where we learn she is simply sleeping while listening to music. The reoccurring themes are a nod to the way in which many of us dream. Also, each frame is self aware and reflects it's surrounding environment.
Most modern advertisements typically follow the same set of guidelines and standards. Practically all print ads strive to convey the message they hold in a relatively short amount of time. The product being promoted and the campaign as a whole is intended to be easily understood at a quick glance. The logic behind this is easy to understand, companies want the ad to be effective even if someone only looks for a moment as they pass by.
The content of the ad is supposed to be simple enough for your average person to understand. I don't see many lot of ads that leave room for individual interpretation or use of imagination, typically things are fairly concise and straight forward. There are some good exceptions of offbeat marketing which has proven to be quite effective - such as the Quiznos TV ads featuring those freakish-looking guitar playing mice.
So with these things in mind I decided to try and approach my ad concept from the completely opposite angle. Keeping the traditional print ad tendencies in mind, I attempted to create something complex and thought provoking. My ad cannot be understood with a passing glance, it demands closer inspection and needs to be studied to take in the entire nature of the scene.
I believe this type of approach can be fulfilling for the casual observer. It treats the individual as the complex person they are. It respects the fact that people are intelligent enough to make personal connections with imagery. It doesn't try to push the product in your face - instead, only a small section of the entire ad shows the item being promoted.
How many times have you seen a print ad that made you want to stop and study the visual imagery? This is the goal behind my project. I chose Apple because they have always been a very imaginative company, and their ad campaigns throughout the past have been thought provoking and creative. They have inspired me to try and move above and beyond my skills and always aspire to think outside the box. I'd like to think I was successful doing so, and I hope you'll agree.