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


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

Sometimes, joining forces can be the key to saving the world. (or at least, to making a buck.)


sym·bi·o·sis  any interdependent or mutually beneficial relationship between two persons, groups, etc.

I’d like to share with you a case study of a brilliant coming together of brands, experienced a few weeks ago during a vacation in Barcelona, Spain.

They take their soccer seriously...

On the one hand we have the Barcelona Football club. Currently the best soccer team out there, and arguably one of the better teams ever. But they are far more than just a soccer team (as stated not so modestly by their Catalan slogan mes que un club.) They are a branded juggernaut, wildly successful in multiple sports from the junior level on up, heavily active in global merchandising, and even subtle supporters of the prevalent Catalan neo-nationalist vibe. Continue reading