You get it when you win a race and lose it when you get laid off. Governments put it in their policies, preachers in their sermons, writers at the ends of their stories. Scientists say they've found it on the left side of the brain. Pursuing it, Americans spend US$20 billion a year on self-help and antidepressants. But wealth isn't working: people in the West are twice as rich as they were sixty years ago, yet no more satisfied with their lives. Twenty years from now, depression will be the biggest health burden in the world. Joy, euphoria, satisfaction, tranquility, triumph. It comes in many forms. So what makes you happy?
Whether it happens to be what they specialize in, or something that they are only called upon to undertake from time to time, almost all designers enjoy putting together the collateral for a meaningful private event. The freedom from the often suffocating demands of a commercial brief are part of the attraction, as is the satisfaction that comes from giving immediate pleasure to people and being temporarily welcomed into their world. In this issue, we have sought the opinions of 21 creative units on how to make that very personal party go with a bang!
The amount of time, effort and money poured into a 30-60-second TV commercial these days can equivalate to that of a medium-budget feature film. Yet as the means of reaching a target market change with the proliferation of new communications technology, the reliance on big-money, big-star advertising could soon become a thing of the past — which is good news for innovative producers with compelling ideas, however niche. We have come up with a block-busting 50-plus examples of what their creators think is good TVC in the hope that you will be as inspired as they were.
Giving a good impression is more than half the battle in the relentless war to win the attention of would-be consumers – and this is where the importance of branding makes itself felt. As its most effective weapon in this conflict, Greenspace believes passionately in the power of fresh ideas.
"Pencil and paper are just as important as numbers. Without us artist and creatives, you wouldn’t have the nice clothes you are wearing, you wouldn’t have the home you’re living in or the office you work in or any of the material goods you possess. So, give us a little more credit."
"Good invitation design should convey the essence of the event as well as the details. It should make the hosts feel proud, and the invitees feel honoured and valued. Ultimately, it should make all those associated with it feel special."
"If I could talk frankly to my clients, I would simply tell them that they should listen to me, ha ha."
The ever-talented Tina Berning has spent the chilly Berlin winter months busily working away at a variety of projects in her studio. CWC is happy to share some of her more recent commercial works, including NY Times Up Front: "Weekly Portraits"; Conde Nast Traveler: "Paris Underneath It All" and much much more!
Illustrator Lotie recently finishes TVC for Galaxy Chocolate Bar. Credit doesn't just go to Lotie, the embroidery design is a collaboration with Yves Geleyn and Passion Pictures.
"Lonely Ball Balloon (Evil & Twisted)" is one of Ben Woodeson's recent projects. Made in 2012 with marbles, balloon, random timer and high resistance wire. Check out his website today!
Artillery latest brand refresh package for Discovery's DMAX channel, with a blend of CGI and live action is without a doubt a highlight! The creative concept for the idents (mechanics, magnetism and light) came from DMAX being a channel based primarily on science, engineering and exploration. The final ident was filmed on the red cam in a huge disused warehouse where a massive logo was created out of a vast installation of light to wonderful effect.
SIGGRAPH Asia 2012
IdN MAGAZINE
IdN PROSHOP
