This, to me, is one of those ideas that has been done before, but as a series, this ad campaign has added a uniqueness and aesthetic value that surpasses most of the work I've seen that uses typography to fill up a specific shape. Really creative stuff!

Source: Communication Arts Typography Annual 1, Jan/Feb 2011, Pages 104-105
"The fashion and apparel category is a sea of sameness. We wanted to create something distinct, something that would break the category conventions of models and lifestyle imagery. Utilizing different typographers for each ad allowed us to treat each advertisement as a piece of art. By keeping it simple, we were able to get back to what Dockers is all about: men and pants." (Communication Arts, page 104)
Credits:
Michael Kim, designer
Michael Kim, designer
Dana Johnston, art director
Craig Erickson, writerDesmond LaVelle/Julie Scelzo, creative directors
Tom O'Keefe, executive creative director
Am I Collective/Julian Quayle/Craig Ward, typographers
Kevin O'Brien, photographer
Draftfcb, ad agency
Dockers, client
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