The 3 components of the Argentine Advertising Aesthetic (part 2 of 2)

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3.      Retro Cinematography

Everything comes back. And thus emerges a retro visual style that is distinctive and occasionally polarizing. Now, I’m a little out of my depth here because I’m not a designer or a cinematographer so  I lack the vocabulary to describe this well, but let me try in everyday terms:  Washed out colors. Nontraditional color palettes and hues. Muted lighting. Minimalist set design. Unconventional camera angles.  And then of course the wardrobe and the casting mentioned above, which plays into the whole effect as well.

The earlier examples should also help illustrate (check out the very beginning of the Sprite ad), but here are three more examples by a small independent agency, La Comunidad, which for years has been one of the clearest and most successful proponents of this type of visual and storytelling style: Continue reading

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