As a creative, I’m always torn between what I think looks cool and what I think makes sense for a brief. My position though is always start with the meaningful message and then build something beautiful around it.
I’m also always aware that what I consider great design work lies somewhere in the middle of my own personal preferences, current design trends, and historical reference points. What motivates me personally is shaping the world according to my creative vision, so when I see artwork that I don’t like, it troubles me to my very core. #firstworldprobelms
But like I said, you have to bear in mind that sometimes excellent communication doesn’t look like something you want in your living room.
QED: Highland Spring’s recent ad campaign. My first reaction was that it looked a bit tacky. But then I read the line and it all came together.
Highland Spring is being positioned as a classic “magician” brand – one that provides a moment of transformation, of magic, transporting you to another (fancier, more special) place with just the twist of a cap. Sparkling water is often used as a kind of shortcut to a more sophisticated dinner party or event. Bubbles! Wow. You are truly spoiling us.
That’s what Highland Spring can do for you. And no, it doesn’t look as trendy as Voss or Ty Nant, and the visuals of the ad for me look a bit photoshopped and OTT (when you’ve got the natural epic beauty of Scotland to work with, does it need to be pushed this far?) – but the message of this campaign is absolutely on-point.
PS Shout out to David Boni, the photographer – some stunning stuff to look at on his website
Pete Gomori 