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High Five: Powerful Storytelling through Iconic Visuals


FCB Inferno's head of art, Jack Walker, shows how audiences can be engaged with interesting visuals

High Five: Powerful Storytelling through Iconic Visuals

As a designer and art director, I’m always trying to push the visual output of an agency, because powerful storytelling doesn't always rely solely on words or dialogue. When you get it right, an iconic visual can carry the entire idea. So here are some of my all-time favourite ads that use key visuals to create engaging advertising...

The 101st Kanazawa High School Sumo Wrestling Tournament - 'Remains in My Heart'

Agency: dentsu
Production: Amana INC

This ad, placed in the Hokkoku Shimbun newspaper, might be up there with my favourite works of all time. Everything from the colour treatment to the composition of the girls is done so fantastically well. The Kanazawa High School Sumo Wrestling Tournament is the oldest amateur sports tournament in Japan, and I think this execution perfectly marries traditional and modern design language. Every time I see it, I get more and more jealous.

Apple - 'Behind the Mac'

Agency: TBWA\Media Arts Lab

Apple always delivers exceptionally crafted advertising, but there's something about their ‘Behind the Mac’ series that I find both emotionally engaging and visually arresting. The idea is so simple, showing an iconic product in a beautiful way, where it still remains the lead character of the ad. It’s since become a blueprint for countless other campaigns using this technique and stunning visuals both in motion and static. The example above is called ‘meet the creators’ which focuses on UK talent.

Global 2000 - 'Plastic Ocean'

Agency: Heimat Wien

The craft and attention to detail in these posters is mind blowing. So good in fact that you may have to look twice to notice the message being shouted in your face. Sometimes the treatment of an idea can be just as important as the idea itself. This is so much more than just a plastic bag.

Libresse - 'Viva La Vulva'

Agency: AMV BBDO
Production: Somesuch
Director: Kim Gehrig
Post: Time Based Arts
Sound: Soundtree Music x 750mph

What I love about this celebration of total diversity is the fact that the team didn't shy away from anything - they had a clear, punchy, important message and a creative vehicle that kept repeating, yet with every cut it seems to get better and better.

KFC Hong Kong - 'Hot & Spicy'

Agency: Ogilvy Hong Kong
Production: Illusion CGI Studio

Innovation in food advertising can be quite tricky. You always end up wondering if you’ve made the food look unintentionally unappealing, but what I love about these KFC ads is the way they play with comedy and drama in equal measure. They're fun, memorable and leave you wanting more - and wanting chicken...

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FCB London, Wed, 26 Apr 2023 11:30:02 GMT