Audi Overtake
Written by Nuri Djavit
I’ve just started reading a fantastic book by/about George Lois – one of the original and great Ad Guys – on his ‘Creation of the Big Idea’. It’s a great book filled with alot of brilliant campaigns but focuses on the process that leads to that Eureka moment. Though many of us will, rightfully so, put a lot of this down to talent, he expresses his theory around hard work, practice and exercising those neurons that lead us to amazing work. He always, and still does practice his way of truly ’seeing’ – the firts stage to generating a visual and message combination that imparts a strong idea/concept.
As I read his book I’ve begun to adjust the way I approach problems and am more and more fascinated by the skills brought to bear in print campaigns. In a single layout, art directors/copywriters have to create a story, hopefully grabbing the attention of a passerby. A big challenge that many interactive designers think they might not need to tackle. Considering what we know about user behavior from all the analytics we derive and is provided by the likes of Google, I think we need to look more closely at this process and while print may be taking a big hit in the media mix, the talent pool could and should be utilized elsewhere.
This Audi A8 ad cought my attention this morning as doing exactly that. A perfect example of how a picture can tell a thousand words.
