CREATING UNUSUAL IMAGES
By placing your client’s product in situations of which the audience have no personal knowledge or experience, you have further opportunities to use unusual imagery to communicate with that audience. It’s also worth considering whether to show the product in pristine “out-of-the-box” condition, or alternatively, whether it may in fact prove more interesting to show what the product looks like when it’s being used, perhaps in extreme circumstances or conditions.
One way of creating a remarkable image is to look at how the product, an aspect or detail of it, or something related to it, could look like something else when seen from a different angle or viewpoint. Sometimes, you can add detail or manipulate the image in a subtle way to help communicate the advertising message. In all cases, you should be attempting to avoid the “same old shot” (SOS) syndrome.
Think of the most common advertising images that are used to promote the product genre - then create something that is totally different.
THE BRIEF
Choose one of the following generic products and consider the different ways that you can show each of them or demonstrate a product benefit: a mobile phone; a pair of stereo headphones; a pair of rugged walking boots; or low-fat sausages. First, experiment with the different viewpoints, possible camera angles, close-up detail and what the product looks like if you modify or adapt it in some way.
Think also about the different ways that the product is, or could be, used - and the different people that may use it and the different situations or places where they may use it.
Consider how the product may change in appearance as a result of how it is used or even misused. On some occasions, it may be more interesting not to show the product, but to focus instead on the effects of the product.
Consider how the product may change in appearance as a result of how it is used or even misused. On some occasions, it may be more interesting not to show the product, but to focus instead on the effects of the product.
In all cases, look for the unusual, dramatic or unexpected shot. Sketch out or photograph your image ideas. At this stage, don’t worry too much about headlines, straplines or logos unless they’re an integral part.
MY RESPONSE TO THE BRIEF
Concept: 'Handling your food with care.'
Potato made to look like its got a face that is smiling, and the food grabber is to suggest arms/hands.
