For Coke Zero’s joint promotion of the new James Bond film “Skyfall,” Belgian ad agency Duval Guillaume Modern set up an elaborate stunt in the Antwerp central train station. It began when unsuspecting commuters walked up to a Coke vending machine, which displayed a promotional offer that came with a hitch. They could win two free tickets to a special screening of “Skyfall,” if they could get to the vending machine on Platform Six within 70 seconds.
Anyone who has witnessed a food photo shoot knows that there is a vast difference between making food look delicious through the lens of a camera and actually making it taste great. This is true of both gourmet dishes concocted by renowned chefs and fast foods sold from a drive-thru window. Under hot studio lights, fresh vegetables wilt, peaches turn brown, hot foods coagulate and moist foods dry out. Photographers use “stand-in” foods during set-up and have back-ups in case the “star dish” proves not to be photogenic. Food stylists have an arsenal of tricks to simulate, imitate, and enhance ingredients to create a “just-made” illusion. Styling this hamburger shoot for McDonald’s is tame compared to most food shoots. What it didn’t show is what a Big Mac looks like after it has been wrapped in paper flattening out the bun and squashed into a bag with fries on top.
When you are given an assignment to demonstrate the awesome special effects possible on paper, you need subject matter worthy of such dazzling printing feats. Superheroes. Pirates. Bigfoot. Weird larger-than-life creatures. Spies. It didn’t take long to figure out where to find all of them in one place – at 826 National, a nonprofit network of tutoring, writing and publishing centers for kids, ages 6 to 18. The 826 centers are “disguised” as retail stores, selling gear for “real” working pirates, superheroes, time travelers, bigfoot researchers, robots and so on.
Just over a year ago, we ran a story about innovations in 3-D projection mapping. At the time, it was largely a performance demonstration that hadn’t yet become established for commercial marketing purposes. Now it has. This dazzling 3-D mapping stunt was created in Malaysia for the 2012 Hyundai Accent, which will be debuted at the New York Auto Show later this month. The part of the video that is real is the car, which was suspended from the side of a building, and the driver who “walked” to the car and got in to “drive.” The wheels spun, but the rest of the imagery was computer generated. One thing about 3-D mapping films is that they need to show viewers the reaction of the in-person audience and even the behind-the-scene production work to truly appreciate what the producers pulled off. Otherwise, just seeing the 3-D show on a screen would lead many to conclude that the whole thing was done on a computer.
We have all heard of the American dollar, the European Union euro, the South African rand, the Japanese yen, etc., but can you recognize currency symbols on sight? Are you aware that at least 24 countries use the “$” sign to denote that the number that follows has a monetary value? In this global economy, it has becoming increasingly important for designers, editors and proofreaders to have at least a rudimentary knowledge of money marks. Here are a few currency symbols. Using the number beside each symbol, see if you can match the symbol with the country that uses it. Note: Due to space, not all countries that share the same symbol are listed.