i applied for campbell mithun’s lucky 13 advertising internship, (insert self-deprecating clause about my slim chances, but not so self-deprecating that if for some reason their HR department found this they would believe even i consider myself incompetent). it’s for the creative department. i would love to work in advertising. i could think about snack products and market demographics all day, just like i normally do, but get paid. (i’m in a young adult literature class at the loft and my teacher said “i can tell your protagonist is really into food.”) anyway, i’d be a copywriter, not a designer, i think, since i don’t have a design degree. nonetheless, i still had to make some ad specs. here they are:
ideally this would be laser cutouts from paper and not inDesign monkeyed-with fonts, kind of like esquire’s layout in this month’s section about quitting. my idea behind this is that dove’s real beauty campaign has had depressing results. one billboard that let users vote if a model was “fat” or “fab” found “fat” winning out. then they had those “mini-series” about “urban life” where alicia keys was talking about doing yoga to her roommate in a “to be continued” micro-narrative. worst of all is that dove redid their products and packaging to lose their basic imprint as the white, minimalistic soap and traded it for cheap smells and indistinguishable graphics. come on dove, you can be the Apple product of the soap market if you try.
here’s the commercial: it’s night and you can see information zooming around in the sky like fireflies. a little girl comes out with a butterfly net and starts trying to catch some. then it says “there’s a lot of information out there/but we bring it to your fingertips/ (stuff about phone)/ keeping you connected so that you can keep up with them.” it’s geared toward moms who haven’t yet figured out that they need smart phones.
p.s. my dad’s work gave him a blackberry. i am oddly proud of this.
they asked for rough copies guys. this is pretty rough. with more time i’d make this ad for Synergy Kombucha tea really wacked-out and colorful. I’d make the tigers less sloppy and the rest so busy that it would form a sort of visual harmony of business. i wanted to avoid using healthy food cliches (muted colors, images of nature) and go with a vitamin water-style approach of fun rainbowy-ness.
anyway, now that i’m done with that whopper (haha, c. mithun represents Burger King!) of an application, i can go back to making art fer art’s sake. i’m going to make a new t-shirt design first thing. a friend has suggested one full of predators and guns, so that sounds cool.
for tonight, i’m going to see moonstone, and i’m going to get rowdy.