Archive for August, 2007
Apple – Think different (print)
Title: Think different
Client: Apple
Agency: TBWA\Chiat\Day, Los Angeles
Chairman and chief creative officer worldwide & account director: Lee Clow
Creative directors: Ken Segall, Rob Siltanen, Eric Grunbaum & Amy Moorman
Executive producer, director & art director: Jennifer Golub
Art directors: Jessica Schulman, Margaret Midgett, Ken Younglieb, Bob Kuperman, Yvonne
Senior Editor: Dan BootzinS
mith & Susan Alinsangan
Copywriter: Craig Tanimoto
Stock photo and film research: Susan Nickerson
Print advertisements
Print advertisements from the campaign were published in many mainstream magazines such as Newsweek and Time. Sometimes these were traditional advertisements, prominently featuring the company’s computers or consumer electronics along with the slogan. However, there was also another series of print ads which were more focused on brand image than specific products. They featured a portrait of one of the historic figures shown in the television ad, with a small Apple logo and the words “Think Different” in one corner, with no reference to the company’s products.
Albert Einstein
Pablo Picasso
Thomas Edison
Alfred Hitchcock
Bob Dylan
Muhammad Ali
Bill Bernbach
Jimi Hendrix
Ansel Adams
Miles Davis
Jim Henson
John Lennon & Yoko Ono
Paul Rand
Mahatma Gandhi
Ted Turner
Joan Baez
Martha Graham
Lucy & Desi
Apple – Think different
Title: Think different
Client: Apple
Agency: TBWA\Chiat\Day, Los Angeles
Chairman and chief creative officer worldwide & account director: Lee Clow
Creative directors: Ken Segall, Rob Siltanen, Eric Grunbaum & Amy Moorman
Executive producer, director & art director: Jennifer Golub
Art directors: Jessica Schulman, Margaret Midgett, Ken Younglieb, Bob Kuperman, Yvonne
Senior Editor: Dan BootzinS
mith & Susan Alinsangan
Copywriter: Craig Tanimoto
Stock photo and film research: Susan Nickerson
Text:
Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
And while some see them as the crazy ones,
We see genius.
Because the people who are crazy enough to think
they can change the world,
Are the ones who do.
The “Think Different” campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, winning admiration for creativity as well as focused attention for new products.
In 1998 the television spot won the second annual primetime Emmy Award for best commercial from the Academy of Television Arts & Sciences (ATAS). The ad also won a Belding, a Silver Lion at Cannes. The long term campaign won an Effie award for marketing effectiveness.
Audi – In Crescendo
Title: In Crescendo
Client: Audi
Agency: Tandem DDB
Creative director: Albert Astorga
Art direction: Jaume Badia, Ferriol Tugues
Agency producer: Vicky Monino
Production company: Agosto, Barcelona
Director: Nacho Gayán
Executive producer: Rafa Montilla
Line producer: Toni Moreno
Director of photography: Paco Femenía
Post-production: Metropolitana
Music: B.S.O Alla Turca
Sound: B.S.O
600 bottles with different quantity of water, many days of intensive tests in a circuit of Formula 1 had been necessary to produce this advertising for Audi S3 265 CV.
Sean Thonson
A graduate of Arts Center, Sean Thonson first became interested in still photography at a very young age. Continuing in the footsteps of his father, who taught graphic design and photography at Humboldt State University, Thonson hardly recalls a time when he didn’t have a camera in his hands. Taking advantage of his father’s knowledge (and his dark room), Thonson began an ongoing study of light and composition that would eventually lead him to his career in directing/cinematography.
In 1992, Thonson made a transition from still photography to film becoming one the world’s top directors in the field of high performance automotive advertising. With a prestigious client list that includes Alpha Romeo, BMW, Chevrolet, Chrysler, Ferrari, Fiat, Ford, GM, Hyundai, Honda, Lexus, Mercedes, Saab, Toyota and Volvo. Thonson has recently branched out to extend his vivid style of filmmaking to commercials driven by story and character.
Thonson is based in Southern California.