Ros spoke about many different designers and art directors but I have chosen to blog about two, Sir John Hegarty & Juan Cabral as it was their work that stood out to me the most and I was interested in comparing the old and the new.
Sir John Hegarty
This man has been in the business of advertising since the 60's. He is a firm believer of being a specialist in your particular field and he's a believer of reductionism. Reductionism is where you strip an idea to it's bare bones whilst staying succinct and to the point.
I particularly admire his work for the launch of black Levis in 1982, it is a perfect example of Hegarty's Reductionism theory. It was a very bold decision to go with such a simple poster design but the idea behind it is so strong and Levis obviously wanted the bold statement of being different and not going with the crowd to represent their now product launch. You can agree that over 20 years later this is still a good advertisement, the idea still stands strong!
Juan Cabral - famously used Jose Gonzales, "Heartbeats" for the sony bravia 'colour' advert to it's glorious success.
This ad is so beautiful, when I first saw it I was in the cinema about to watch a film and I was utterly captivated and mesmerised by the stunning images that were before me. It hooks you to believing anything they tell you, "this TV has the best colour", "this TV uses alien spaceship technology". I would buy it; "because of the trance like state you have just lulled me into you can say thing you want to me and i'll buy it!". It's no secret that this advert heavily relies on it's music, if it was silent it would still be beautiful but the music engages your soul and spirit into it, as music has that unique capability.
Similarly this advery of Juan's also relies heavily on music and it really does contribute masses to the overall success of the advert.
So what do we take from this? As designers, visual communicators you could take this information about music making 50% of an advert as bad news however I think we can use it to our advantage. It provides us with a new challenge, to create images/visuals that compliment, enhance or even outshine the music in an advert, it's more of an art to be able to create a perfect relationship between sound and image and I think Juan has this skill within his grasp and we too can aspire to attain such skills.
Sir John Hegarty
I particularly admire his work for the launch of black Levis in 1982, it is a perfect example of Hegarty's Reductionism theory. It was a very bold decision to go with such a simple poster design but the idea behind it is so strong and Levis obviously wanted the bold statement of being different and not going with the crowd to represent their now product launch. You can agree that over 20 years later this is still a good advertisement, the idea still stands strong!
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"Music is 50% of advertising."
Hegarty was a big believer in music in advertising. Many of Hegarty's commercials would put songs in the charts and often right to the top. Which reminds me of the Windows Internet Explorer 9 advert with the Alex Clare's song, "Too Close" that went into the top 10 in both the UK and US charts and went double platinum all from the advert the aired the song a month early to it's release. This brings me nicely onto the 2nd design hero of this blogpost.
Juan Cabral - famously used Jose Gonzales, "Heartbeats" for the sony bravia 'colour' advert to it's glorious success.
This ad is so beautiful, when I first saw it I was in the cinema about to watch a film and I was utterly captivated and mesmerised by the stunning images that were before me. It hooks you to believing anything they tell you, "this TV has the best colour", "this TV uses alien spaceship technology". I would buy it; "because of the trance like state you have just lulled me into you can say thing you want to me and i'll buy it!". It's no secret that this advert heavily relies on it's music, if it was silent it would still be beautiful but the music engages your soul and spirit into it, as music has that unique capability.
Similarly this advery of Juan's also relies heavily on music and it really does contribute masses to the overall success of the advert.
So what do we take from this? As designers, visual communicators you could take this information about music making 50% of an advert as bad news however I think we can use it to our advantage. It provides us with a new challenge, to create images/visuals that compliment, enhance or even outshine the music in an advert, it's more of an art to be able to create a perfect relationship between sound and image and I think Juan has this skill within his grasp and we too can aspire to attain such skills.
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