Earlier on in this trip, I found out that there’s not much of a future in advertising for sound people. That didn’t stop me from loving the atmosphere of the agency that we visited, or from wanting to be a part of that creative industry. Still, I have no future at an advertising agency. But had I not found a love of sound in life, I probably would have ended up at one.
When I think of modern advertising, I think of graphics and illustration, and lots of computer-generated content. What I saw today changed that perspective. Our speaker, an executive creative director at Design Bridge , showed us a video chronicling the creation of an advertisement and packaging campaign for Johnnie Walker.
I have a guilty pleasure. That guilty pleasure is looking at cool packaging designs. Whether it’s tea bags, juices, or makeup, I really enjoy looking at the different ways that products can be designed and carried. One of my favorites is alcohol bottles. There’s so many different kinds and many bottles are unique to the brand, and therefor are recognizable almost anywhere. Usually my favorites to look at are the more painted looking Absolut bottles, but today, I found interest in a new one.
The Johnnie Walker logo features a man in boots, a jacket, bowtie, top hat, and cane. In the video we saw today, we watched an artist carve out these shapes into a three-dimensional form and cover the final sculptures in mirrors. When the video started, I was unsure of the purpose of these forms, but once they were made, they were brought to life. The sculptures were taken into a studio, the atmosphere was set, and photographs were taken. What happened next, was these photographs were then taken and used on the packaging for Johnnie Walker bottles. The purpose of the video? To show that the advertising and packaging came from a tangible medium, and not everything you see nowadays is computer-generated.
This, to me, gave a lot of truth to advertising. Not everything put into the market nowadays only requires the skills of pressing buttons. Instead, skilled craftsmanship is still valued and used in what we see in mainstream markets today.