Visual artists have the ability to elicit objects into emotions. Advertisers, on the other hand, have the opportunity to curate visual arts to evoke specific feelings. But every once in a while, an advertising campaign comes around that stands out and truly makes us see the magic of the combined worlds of visual arts and advertising. The following are advertising campaigns that did precisely this through the use of dance, music, graphic design and a whole lot of creativity.
Kenzo: Kenzo World - The New Fragrance
Back in 2016, Carol Lim and Humberto Leon of Kenzo launched their first fragrance in collaboration with renowned perfumer Francis Kukrdijan. To channel the electric spirit and scent of the fragrance, creative mastermind Spike Jonze directed this memorable advertising campaign. Yearning to escape her isolation in a room full of people, a young woman portrayed by Maraget Qualley is electrified by her fragrance as she dances passionately to Mutant Brain by Sam Spiegel & Ape Drums featuring Assassin. As Margaret dances to the rhythm of her own beat, as choreographed by Ryan Heffington, she transduces the essence of the fragrance through the screen. Although the campaign was released in 2016, the choreographic creativity and uniqueness of the ad have left a lasting impression.
Released in March of this year, Apple’s HomePod advertising campaign, Welcome Home, utilises graphic design, music, dance and emotion to tell a vivid story. Directed once again by Spike Jonze and starring FKA Twigs, the video portrays a young woman who seems depleted from a long day’s work. But when she asks her HomePod to play something she would like, her mood instantly changes. With the power of music and artistic expression, FKA Twigs takes on a supernatural role through the medium of dance as she denies the rules of nature.
Tiffany & Co: Believe In Dreams
The iconic Tiffany blue certainly shines through in this advertising campaign from the past spring. Infusing a modern R&B original track into an interpretation of Frank Ocean’s Moon River, this advertisement plays heavily on contrasts. Specifically, the Tiffany blue lights up the grey and dull city background in spirits and colour. The campaign calls for lucky ladies to purchase Tiffany products, so they too can add some color to their lives. Tiffany portrays that if a girl believes in dreams, they might just come true.
(Similar: The Whimsical Real World of Wes Anderson)