At first this commercial for Temptations Tumblers cat treats by [email protected]/London seemed like a brazen effort to hook viewers in by combining two of the most popular subjects on YouTube — top athletes and adorable cats. The first half of the “Time to Play Ball” Temptations commercial did look like an ad for Nike or Adidas, with not a furry paw in sight. But then the shared attributes of jocks and cats came into focus. The athletes looked steely, determined, alert and focused. Even the hairs on their neck stood at attention. The cats, presented in elegant slow motion, exhibited the same kind of single-minded concentration. Nothing distracted them from the tiny Temptations Tumblers tossed their way. The comparison came together nicely and worked. (It didn’t hurt to be able to feature cute cats and buff jocks either.)
Name one major company founded or headed by a designer? (Apple doesn’t count since Steve Jobs wasn’t actually trained as a designer.) If you can’t come up with one, you’re not alone. Designers create, they invent, they innovate, they make products and brands more successful, more visible, more desirable, but other than running their own design studios, they typically don’t lead businesses. “30 Weeks: A Founders Program for Designers” in New York City is determined to change that. Operated by Hyper Island, a Swedish educational company, and supported by Google in partnership with the SVA, Parsons, Pratt, and The Cooper Union, the experimental program wants to transform designers into founders through a 30-week course in start-up mentorship, discussions with industry leaders, group critiques, tools, hands-on help, and an environment where participants can focus on their own products. Enrollment for the 2014 program, which starts in September, is closed, but it is worth following nonetheless to see if designers can be trained to take the lead.
Show Us Your Type is a design project created by Neue, a thrice-yearly online magazine that focuses on two things that the Neue founders say they “adore” – typography and cities. Each issue is about a different capital city, and designers are invited to submit their interpretation of the chosen city through posters that are primarily typographic. It is interesting to note what each artist sees as iconic of the culture. To look at a broader selection, go to showusyourtype.com.
This commercial for Pedigree dog food is beautiful for its pure simplicity. Shot at 1000 frames per second using a Phantom camera, the slow-motion video captures every movement and feature of each dog, from the twitch of the ears, the attentive eyes, the loose tongue, the tensed muscles and flying fur as the dog leaps for the Pedigree treat. The plain studio backdrop and lighting eliminate superfluous environmental distractions, making the dogs the sole point of focus. Viewers can’t help but marvel at what expressive and unique creatures dogs are. TBWA/Toronto made this commercial for Pedigree Petfood Canada, with film direction by Bob Purman of Imported Artists Film Company and sound by Joey Serlin at Vapor Music.
When Icelandic Glacial Water rebranded itself, it shifted the focus from the generic word “glacial” and placed the emphasis on “Icelandic.” That made all the difference. Designed by Los Angeles-based Team One, the new logo, bottle and packaging establish a sense of place for the brand. The frosted label features the geographic shape of Iceland with a black logotype that looks like it was hacked out of shards of Arctic ice. Instead of a predominant mineral cobalt blue color, the new label is a translucent sapphire blue that evokes the pristine purity of Iceland’s famous natural resource. The back panel, printed in contrasting varnishes, reveals the tagline “Source of the Epic Life” as if visible through a veneer of frosty ice. The new design positions Icelandic Glacial Water as a premium brand – so much so that you wonder if it contains expensive vodka.