Archive | October, 2010

Antoine Bardou-Jacquet

18 Oct
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“Antoine Bardou-Jacquet signed to Partizan Midi Minuit in 2000. He had previously studied graphic design in Paris before setting up his own graphic design company, situated within the same offices as his close friends from Solid (an independent record company that is the centre of the French electronic music scene with such artists as Alex Gopher and Etienne de Crecy). Antoine designed album covers and logos and soon began exploring the idea of using type in a representational and more meaningful way than just as words. The album cover for Demon was created with this idea in mind and Antoine quickly built-up the process and idea of translating a static image with type rather than illustration to moving film.

“Thus the concept for the promo of The Child was born. A simple story set in New York in which a young couple rush across town to the Central Hospital in order to deliver their baby is made into an exciting race through this alphabetical jungle where buildings, bridges and roads are made up entirely of words. The information we are given in this promo is made even more intriguing by our personal imagination, we are given hints and direction but no “real” representation. The idea is exciting and incredibly innovative, as quoted in Shots “This is one of those rare but happy occasions when a totally original idea is expressed to near perfection, and the audience is left wondering why no one ever thought of it before”. The Child collected awards at festivals all over Europe.

Since The Child, Antoine has been in constant demand and has worked on projects for Air, Super Furry Animals, Renault, Vittel, Vodafone, Playgroup, Playstation 2 and EDF.”

“Antoine is famed for his string of award-winning commercials for Honda, Cog, Choir and Problem Playground, but this live action side has not stopped him directing wonderful animated spots: Suez, Orange, Peugeot to name but a few. More recently he crossed over into live action, directing the multi award-winning Honda ‘Cog’ and the follow up ‘Choir’ – both of which won numerous awards and garnered huge attention in the media. His most recent work includes Visa ‘Running Man’, Honda ‘Problem Playground’ and Shell ‘Circuit’.”[25]

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Looking at the Advertising Industry

18 Oct

During my time in Grenada working for Concepts Advertising in Grenada and by researching into the advertising industry, I gained quite a few insights into how adverts are carefully constructed to try to convince people to buy products. Like for instance that. The clients of advertising firms usually have allot of power and influence over the advertising agencies they use because the amounts of money paid for each add are usually quite large. In relation to the Honda advert I can see elements of Japanese influence and culture.

For example the Japanese are one of the most technologically advanced countries on the planet, they’re capital Tokyo is the largest metropolitan city in the world. Yet they also have very high living standards there and the highest life expectancy of any country in the world. The Honda advert has no people to represent Japan but Honda is a Japanese company and the entire advert was made to look very modern and futuristic. Even though the parts used in the advert where handmade the advert reminds me of an automated car factory and the process that cars go through when their being made. Japanese people respect perfectionism that’s why it’s all done in one shot or why they picked Antoine Bardou-Jacquet to create it. Because seamless, flowing motion, constant motion, seem to be a re-occurring theme in his adverts (running man) and even his first music video (Alex Gopher’s the Child).

So the directors of Wieden+Kennedy probably saw his work and wanted him to create an advert of the same type just with a car. Nobody likes a badly made product, but a well made product that is reliable, will always find an appreciative audience. This can be said about both the car and the maker of the advert “There will always be an intermediary between a product and a potential customer. You may say, “On the internet, that isn’t the case”, but in that environment the web itself is the intermediary. Sellers naturally want to reach out to buyers. Second advertising is a catalyst for innovation. It stimulates competition, creates demand and encourages the development of new products. It is the accelerator at the heart of a liberal economy.” [27] That was a quote I found particularly relevant to understanding the mindset of people in the Advertising industry. Just to give you a little idea  futuristic Japan really is take a look at the video above which is a car show in Tokyo 2007. Then try to imagine what they have made for 2011.

A Rube Goldberg machine

11 Oct

The video above is of a Rube Goldberg machine created by four people and made into a music video. “A Rube Goldberg machine is a deliberately over-engineered machine that performs a very simple task in a very complex fashion, usually including a chain reaction. The expression is named after American cartoonist and inventor Rube Goldberg”.[28] That was a quote explaining the definition of a Rube Goldberg machine from Wikipedia. So from that definition I can point out that cars are designed for the very simple task of taking us from one place to another, motion. However to make a car takes design, styling, technique to build, materials, construction, instruments to make it, testing, among many other complex things to make one. When you start a car you start a small chain reaction from the key to the battery to the engine. So in a way a car shares many similarities to a Rube Goldberg machine. Which is probably why the makers of this advert chose  to use it to promote  the Honda Accord.

Initial Analysis of Honda’s Cog advert

11 Oct

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I think that the main points that the Honda advert is trying to convey is that. They put a lot of care into the intricate design of a car so that it creates beauty in motion. They chose old school music because they want to signify they have been making cars a long time. The fact that they chose to  do so in the form of a Rube Goldberg machine could symbolize that they are trying to show you the level of detail, intricate design and care that goes into the creation of a their cars. The end result seamless motion, “that just works”.

Another message that they are trying to convey by the seamless motion and transferral of energy that takes place during the advert. Is that Honda cars are machines designed to create seamless movement from place to place. This is the most basic function for a car. The emphasis on longevity conveyed by the music and the statement “Isn’t it nice, when things just work.” Is trying to say our cars are reliable and will work for a long time because we have been designing them to do that for a long time. They chose to use a Rube Golberg machine to convey that because people have been making these kinds of strange complex machines in their very own homes for a while now. One of the reasons I think people do this is because it they want to show a sense of creativity, intelligence, style and artistic design to the world. So in a way it’s kind of like advertising themselves to the world. Still people can be really creative with the designs. This is very similar to some of the messages conveyed in the Honda advert.