Advertising

National Geographic Arabia – Localized Advertising

By Delphine Hirasuna | April 2, 2014September 4, 2014

Since 1888, the National Geographic Society has explored the scientific and natural wonders of the planet in magazines and books that are now published in 39 languages. The yellow border that frames its magazine covers has been adopted as its official logo, but most readers have a clear impression of the kinds of photographs and images that they associate with the National Geographic brand. This print ad campaign for National Geographic Arabia certainly fits that model. Conceived by Classic Partnership Advertising Dubai with creative direction by Satyen Adhikari. the ads depict exotic far-off places on the planet to excite the viewer’s wanderlust. A closer look, however, reveals that the images are localized to appeal to consumers on the Arabian Peninsula. The creatures, people and landmarks shown don’t include anything from the United Arab Emirates that I can tell. There are polar bears, a gorilla, buffalo and dolphin, an Eskimo, American Indian, Spanish flamenco dancer and astronaut, and there’s the Hollywood sign, Easter Island statues, Taj Mahal and Leaning Tower of Pisa, but nothing that seems iconographic of the Arabian Peninsula. That makes sense since the local sights are not particularly mysterious if you happen to live there. The tagline, too, is quaintly translated as “Stay Curious Always.” Interesting how the ads for National Geographic Arabia are consistent with the global brand, but tailored for a specific market.

Animation

Lacoste : The Man, the Brand,
the Online Pop-Up Book

By Delphine Hirasuna | June 21, 2011September 4, 2014

Lacoste has borrowed a page from real printed books, and gone one better, with this engaging online pop-up book dedicated to its founder Rene Lacoste. The six-chapter story is set to a lively ragtime tune and sound effects. Clicking on a chapter prompts visuals to pop up, and following the finger-pointing tab reveals a “gatefold” sidebar with explanatory text, old photos and vintage flim clips. A hybrid of different communications media, the online pop-up book tells the corporate story in a fresh way.

Publishing

Books That Make You Feel

By Delphine Hirasuna | April 3, 2011September 4, 2014

Tamaki Covers

Aside from the fact that these are charming images embroidered by New York-based illustrator Jillian Tamaki, the covers of Penguin Threads Classics signal yet another move to define non-electronic publishing as more than a vehicle for communications. Traditional publishers can no longer assume that readers will stay loyal to print because e-books are harder to read due to screen glare, not offered in full-color, crippled by short battery life, limited in availability of subjects and titles, etc. Over the past year, the iPad, Kindle, Nook and other e-readers have proved otherwise, and are getting better with each iteration.

Product Design

Bookcase for Non-Readers,
Light Readers and Heavy Readers

By Delphine Hirasuna | January 21, 2011September 4, 2014

The REK bookcase, designed by Rotterdam-based architect Reinier de Jong, is ingenious both in its simplicity and functionality. Made in five parts, the zigzag-stacked components slide in and out of each other – expanding to accommodate more books or to fill a longer length of wall, if desired. Compressing the shelves together allows the bookcase to fit into a smaller space or avoid a half-empty look if there are only a few books to display. The zigzag construction automatically creates sections of different height — big ones to fit tall books, artwork or sound systems, horizontal slots for magazines or a DVD player. The owner can play with the design to customize a look or add more bookcases to create a larger library or architectural pattern. Finished with a high-gloss white laminate on the outside and a warm gray stain laminate on the inside, the REK adapts to most any décor. The more we studied it, the more we admired its smart, flexible design.

Photography

Zuckerman’s Bird’s Eye View

By Delphine Hirasuna | July 9, 2010September 4, 2014

“When you take anything out of its context and put it against a white background, you see something different” explains photographer Andrew Zuckerman. “It forces all attention on the subject….It’s the absence of space and color…in the end, all you’re left with is the form and range of colors contained in the subject.”

Like his previous books “Creature” and “Wisdom,” Zuckerman’s latest book, “Birds,” is shot entirely against a white background. Using a Leaf Aptus 75S digital camera along with high-speed strobe lighting, Zuckerman caught details that would be impossible to see if the birds were photographed in their natural environment. Instead, Zuckerman set up a mobile studio, mostly at zoos, in four countries and coaxed 74 species of birds into the camera’s range. The result is microscopically crisp detail and dazzling nuances of color. To see more Zuckerman birds and a behind-the-scenes video of the photo shoot, visit Show-Off, a virtual nonprofit gallery conceived and curated by San Francisco/Newark, UK-based design firm Dowling Duncan.