On this issue of the Alignment we’re taking a look at a fun creative project that Mark and Ryan concepted on a lunch break at Taco Bell.
If you remember, last week we posted a carousel about social media strategies on our Instagram and Linkedin feeds. It said things like “1 metric ton” and “transcontinental transport” which are phrases that are not normally associated with a project that is so digital.
Which is exactly why we used them.
You see, this static campaign we’re presenting revolves around one main idea: much of what we create in digital applications and for digital production feels ephemeral – like it flakes off and particalizes into the atmosphere as soon as a talented creative mind hits ‘publish.’
So, in August we thought we’d create 4 social media carousels highlighting 4 of Fidelis’s flagship products, with a twist. Each example below is intended to be read left-to-right, and should evoke a slight confusion as you ask yourself “how do you organically harvest brand assets?” Which is a proper confusion, because this project views digital elements through an analog lens. Images, words, and pixels.
In reality, digital communications don’t smell like glue or paint or welding carbon – they only live as far as they can travel through fiber optics and silicon chips and small wiring, which is to say across and beyond our globe. But what are we really creating in the digital space?
If it isn’t shipped via transoceanic transport, stored in casks, or refrigerated, then did we build anything? It’s stored in a cloud and clouds evaporate. How much of it will remain in the next century? This is the reality of creative work in the digital age.
Next time you see a logo you enjoy, don’t be afraid to think about the countless hours a creative spent tweaking the minor details – like a master coffee roaster will tweak their brewing process to ensure the perfect cup o’ joe.
Creative Pulse
What we’ve seen in the world
American Water (a brand): Americans guzzle packaged water. The United States is the largest consumer market for packaged water in the world, followed by Mexico, China, and Brazil. Between 60% and 70% of all packaged water is produced within state lines, and the FDA can only regulate interstate commerce. Therefore 60% to 70% of bottled water goes completely unregulated in the United States. We’ve seen oxygen bars pop-up in mountain towns and personal cans of oxygen (to inhale) are available on amazon.com. Which begs the question: Can you imagine explaining to your great grandparents that in the 21st century, there is a thriving market for air and water? Truthfully, these products aren’t selling hydrogen and oxygen molecules. They are selling fun, performance, and an unusual experience. They aren’t winning because of a flavorless liquid product; they’re winning because they built a brand that woos an audience base and converts them into raving fans.
An Ad by Teamwork.com: The creators behind this highly dramatized expression knew exactly who they were speaking to. The Creative. In an artful expression they personalized > attacked a pain point > then pitch. Wow.
Yes, P.F. Flyers are indeed back! The brand has undergone a significant revival, launching with a refreshed image and a range of new products in 2024. This revival is part of a broader strategy to reconnect with fans of the classic sneaker while introducing the brand to a new generation of consumers.
Dredged Up
Inspirational muses for the right brain
Arby’s brought back the potato cake (part 2)
We found the 136 page Brand Guide for the Olympics
