Slide Design Ad Campaign

by Trevor Albrethsen

For our final project of the semester, we were required to look for an ad and make an ad that fit the same style and design. We were also supposed to make a slide presentation that describes our findings through reverse engineering and then explain how our ad is consistent with the one we found via the Internet.

“WE ARE ALL WITNESSES.” Nike Ad Campaign

The ad I chose to reverse engineer was the “WE ARE ALL WITNESSES.” ad campaign by Nike. It features LeBron James, an iconic and prolific basketball in the NBA. Love him or hate him, millions upon millions of people know who he is and what he’s done in the NBA.

My new ad

The first thing I’d like to talk about is design. The ad’s design consists of a black background an a grayscale photograph of the athlete. The grayscale photo adds a dynamic feel and look to the ad. It really stands out more than it would if it were in color. The black background helps you focus in on the photograph of LeBron James as well.

It might be a little hard to read it in this image, but there are two lines of text in this ad. One says, “WE ARE ALL WITNESSES.” The other is a website to go to. You can see it better in the first image I posted on this post. Although both are serif font, they don’t clash due to the size differences between the two.

This slide focuses more on the colors found in this image or lack thereof. Honestly, I think Nike made the right choice by using a black background and a grayscale photograph because it helps LeBron James stand out even more. It’s an awesome looking photo and the choice to use these colors, or lack thereof, was a great design decision in my opinion.

For my ad, I found a photograph of Marcus Mariota. He is now in the NFL, but this photograph was taken while he was at the University of Oregon. This photograph shows him escaping from the UCLA tackler. What it doesn’t show is the awesome touchdown he scored. Anyway, I chose this photo because it was honestly the only one I could find. That being said, I really like it and I think it does a good job of following the “WE ARE ALL WITNESSES.” ad campaign started by Nike. It’s also a grayscale photograph and has a black background to help the audience focus specifically on the action being done by the athlete.

After making my own ad, I have realized how much the ad focuses in on the athlete. Everything is blacked out so you don’t have to block out what’s going on around the athlete. I really liked this ad campaign even though it was a little cumbersome trying to make everything but the two football players blacked out.

My new ad
LINKS TO IMAGES USED:

“WE ARE ALL WITNESSES.” Ad: https://www.pinterest.com/pin/566327721869704882

Original Marcus Mariota Image: https://www.shutterstock.com/image-photo/pasadena-ca-oct-11-oregon-qb-255992764?src=YtegycL35ddgz4b4ekIkEQ-1-0

Nike Logo: www.pngall.com/nike-logo-png

The Power of Rule of Thirds, Leaning Lines, and Depth of Field in Photography

by Trevor Albrethsen

For today’s post, I will be discussing three very important fundamentals regarding photography. Those fundamentals are Rule of Thirds, Leaning Lines, and Depth of Field. I will explain each fundamental using photographs taken by other photographers and photographs I took personally.

Rule of Thirds

Photo by Keith Johnston — https://pixabay.com/en/football-game-ball-competition-2163704/

In this photograph by Keith Johnston, he uses rule of thirds by not having either football player centered. On the right, the football player in the red uniform is where a person’s eyes are immediately drawn to. He is placed in the upper-righthand intersection of the rule of thirds.

Photo by Trevor Albrethsen (Personally Taken Photograph)

In this photo that was personally taken by me, the Toyota in the photo is the focal point of the image as it is in two intersecting points in the rule of thirds. In the back is the Rexburg Temple, which is also inside an intersecting point of the rule of thirds.

Leaning Lines

Photo by Victor Clark — https://pixabay.com/en/leading-lines-2116264/

This photograph is a great example of leading lines. The train itself leads our eyes down the station. The walls also lead our eyes down the same path.

Photo by Trevor Albrethsen (Personally Taken Photograph)

In this picture, I utilized leading lines with the ends of the boat walkway and the fenced portion of the boat. The lines naturally lead our eyes to the end of the boat were a group of people looking around this part of Pearl Harbor.

Depth of Field

Photo by user Pexels — https://pixabay.com/en/beach-boots-depth-of-field-footwear-1868332/

This picture is very cool and is one of the examples I found online for depth of field. The person’s left foot (from their perspective, not ours) is in focus, as well as part of the rock they’re standing on. The beach in the background and the person’s other foot are out of focused. I’m really impressed by how they took the picture. You can see that the beach itself is more out of focused, but the fact that they were able to get part of the person’s body out of focused as well looks pretty cool to me. I suppose I’m easily impressed.

Photo by Trevor Albrethsen (Personally Taken Photograph)

My last example of depth of field is a photograph I personally took while at the Oregon Coast. In this photograph, the focus point is the rock that is immediately in front of us. The rest of the photo above the red lines are out of focus because they are the furthest objects from us.

Conclusion

Rule of thirds, leading lines, and depth of field add a lot to a photograph. They help us see what the photographer wants us to focus on. Sometimes these rules are unintentionally used, but even then they can produce awesome looking pictures.

Coca Cola ad: Typography Reverse Engineering

The Coca-Cola slogan from 2009 to 2016

I will be reverse engineering the typography from this Coca-Cola ad. This ad campaign ran from 2009 to 2016. Out of all the ads I found via the Internet, this one stood out to me the most. Much like last week’s post, this Coca-Cola ad has a very simplistic design, but still contains a powerful message due to its imagery.

I found this image on another blog. This is the link to that blog image talking about ads: https://currentconflicts.wordpress.com/2016/03/29/advertising/

Typeface #1: Spencerian Script

Script Typeface

The Coca-Cola logo was invented by Frank Mason Robinson in 1885. The font he used was a script font known as Spencerian script. It font style was very popular in the United States from 1850 to 1925. To this day, Coca-Cola continues to use the Spencerian script for their logo considering how recognizable it is. A script font is a font that appears to have been handwritten with the use of a calligraphy pen or brush.

Typeface #2: Sans serif

Sans serif Typeface

The second typeface on this image is called Sans serif. The Sans serif font used in this ad is thought to be the Gotham Book font which was designed by Tobias Frere-Jones in 2000. It is a Sans serif due to the lack of serifs in the font. It also lacks thick/thin transitions. They are called “monoweight” fonts because the font has the same thickness from beginning to end.

Contrast

There are many elements of contrast in this advertisement. There is a noticeable difference in size between the two fonts. My eyes are immediately driven towards the Coca-Cola logo, due to its typeface and size. It really sticks out in the image also in part to its placement within the ad. There appears to be some weight in both fonts, but the Spencerian font has a heavier weight to it thanks to its boldness.

Because the two fonts are different typefaces, they vastly differ in structure. As mentioned earlier, the Coca-Cola logo is a script typeface, and due to its structure, it contains a noticeable shift weight. The monoweight-like nature of the words “open happiness” don’t have the same transitions as the script font does in the ad. They both standout from each other and it helps you know what you’re looking at.

Conclusion

I think that the principles mentioned above do a great job with the overall design of the ad. The Coca-Cola logo stands because of the typeface that is used. Your eyes rest on the logo and then the rest of the bottle. The words “open happiness” don’t conflict with the imagery of the ad due to its contrast. It is very different from the rest of the ad, but not in a way that takes away from the ad itself because of the contrast.

iPhone 6 ad: Reverse Engineering

iphone6_ad

Intro

The ad above was created by Apple after the unveiling of the iPhone 6. Apple was rather late to the “bigger phone” game. The first five iterations of the iPhone screen were measured 3.5-inches diagonally. The iPhone 5 and 5s measured at 4-inches diagonally, but compared to the competition those iterations of the iPhone were significantly smaller. It wasn’t until the iPhone 6 and 6 Plus that Apple finally chose to make bigger iPhones. The iPhone 6 had a 4.7-inch screen while the “phablet sized” iPhone 6 Plus had a 5.5-inch screen. Rather than focus solely on the bigger form factors, Apple’s ad attempted to make the consumer think that the iPhone 6 was more than just a bigger iPhone.

Image from Pinterest: https://www.pinterest.com/pin/209980401354399238/

Proximity

iphone6_ad_2

You can tell that it was intentional to have the iPhone 6 and the words separated. The text are closely together because they convey a message. The viewers eyes first turn to the bigger text that reads “iPhone 6” followed by the smaller text below it.

Repetition

iphone6_ad_3.png

Although a simple design, there is repetition with the use of white space. It isn’t used poorly.

Alignment

iphone6_ad_1

This ad does a good job of aligning the iPhone 6 with the name of the iPhone and the slogan they have chosen to use with this ad. The first thing that catches your eye is the iPhone 6. The ad wants you to see the iPhone first and then the words “iPhone 6” and the slogan “Bigger than bigger.”

Contrast

iphone6_ad_4.png

The contrast in this ad is the phone on the bottom of the ad. It really sets it apart from the text above it.

Color

iphone6_ad_5.png

The white really sticks out in this ad, but because of the white, it makes the phone stick out a lot more. If they had used a different color, it probably wouldn’t stick out as much.

Conclusion

The ad uses the principles of proximity, repetition, alignment, contrast, and color. Because the use of these principles are present, the ad is easy to understand. Although the form factor may have changed, the audience knows it is an iPhone due to its somewhat familiar design and the simplicity of the ad.