OddWatch Research: Parallels
- Ethen Dent
- Nov 2, 2021
- 2 min read
Updated: Oct 29, 2022
Parallels
My parallel research can be segmented into three parts…
[1] Studios that create tech adverts that deviate from generic conventions.
[2] Studios that create tech adverts for clients
[3] Interesting storytelling and visuals.
[1] Studios that create tech adverts that deviate from generic conventions.
SteelSeries and Logitech are two brands that I see advertised quite a lot recently. Probably through targeted/tracked marketing since I do have an interest in technology and peripherals. These two brands stand out from the rest of the ads because they at least try to be creative and stand out from the overwhelming amount of tech ads that all do the same thing.
SteelSeries is the first parallel that I identified from the adverts that I had previously watched. These adverts deviate from the generic conventions of tech ads which is something that OddWatch wants to replicate.
Similar to SteelSeries, Logitech do tech ads that only slightly deviate from generic conventions. The ads that Logitech create are certainly more creative than what is usually advertised in the tech industry (e.g. Google, Samsung, Apple, etc.)
I wanted to produce something with a creative idea like these. For the upcoming presentation, I have a short previs that I put together. I had in mind that I wanted to create a creative ad for a turntable, specifically the brand Technics.
For this render, I took a work in progress VR project I was doing experimented with camera positions and rendered a few out. Came in useful that I’m doing my own little personal projects. Saves me from creating things from scratch.
[2] Studios that create tech adverts for clients
[Jumbla Studios logo]
Jumbla Studios is an Australian studio that makes a variety of promotional content in both 2D and 3D art mediums. Although the technical capabilities of the studio are demonstrated in their work, there is a lack of direction and coherence in a majority of their work. The bombardment of images and information causes a consumer to become confused about what they are looking at to a degree of detail. E.g. a ZOTAC computer ad conveys a collection of PCs for various uses. The ad goes from one PC model to the next so quickly, it causes confusion among the customer. Especially the fact that most of the computers look identical.
[3] Interesting storytelling and visuals.
The following clips are some examples that I found were quite effective at storytelling
[Heinz Australian Marketing]
[SyFy Marketing]
[Lyft Marketing]
Heinz Australian Marketing - (storytelling parallels) The storytelling in Heinz’ Australian Marketing team are the inclinations that we want to adhere to. Complex storytelling is told in a medium that a young audience can understand.
SyFy Marketing - The visual support to this recording of storytelling simply appealed to me. It looked like something I could manage for a smaller scale project.
Lyft Marketing - Another great example of great storytelling for an advert. Although more of a short film, the story and animation of this project is appealing nonetheless.
Citations
Jumbla - https://www.jumbla.com/
SteelSeries - https://www.youtube.com/watch?v=s_zioJeLSR0
https://steelseries.com/blog/best-gifts-for-gamers-2021-625
Logitech - https://www.youtube.com/watch?v=qbpkm_S1gQc
Heinz Australian Marketing - https://www.youtube.com/watch?v=dulk2rBSKkQ
SyFy Marketing - https://youtu.be/Oou8bo4Hqf8
Lyft Marketing - https://www.youtube.com/watch?v=v8nyGzOLsdwWhat I've been listening to:
Comments