CapturingPizza:APhoto-editingDilettante’sApproachtoSuccessfulAd

Implementation

ByNealJ.

Thisisme.

(CameraAversive,v.1)

Thisisalsome.

(SlightlyLessCameraAversive,anAlbumCoverv.2)

Thisisalsoalsome(ultimate-fist-kickdistributor,left).

(��!)

(Friendship)

ThisisanadImade.

BeforeIdivein,letmestartoffbysayingthis:Iamapsychologymajor,andeverythingIdowithadvertisinghastodowiththewhyofwhythingswork.

ThisadthatImadeImadebecauseIloveMODPizza.Thepeoplearegreatandsoisthepizza.

Greatpeopleandgreatpizzaareimportant,butwhatreallysetsthemapartistheirmessageofinclusivityandacceptance.MODPizzaisnotoriousforhiringex-cons(andthereforegivingthemasecondchance),peopleofallbeliefs,orientations,cultures,andpeoplewithtattoos,evenifitsontheirface.SoIwentdowntowntodocumentsomethingthatwouldcapturewhatmakesMODdifferent:itspeople,anditspizza(anditstattoos).

Andthiswhythisadworks:

A. IfMODisallaboutinclusivityanacceptance,thenitshouldencourageotherstobewhotheyare,andbeabletoexpresswhatthatlookslike.

B. Thosearetattoos(see:dilettantephoto-editor).Theplacementof“EXPRESS”andthetattoosaren’tcoincidence:byhavingthosetwonexttoeachother,itreinforcestheassociationofexpressionandtattoos.Psychology!

C. Pizzaandpeople:MODlogowiththecustomer’sname(myfriendGreg’sname)showsthatthepizzasareindividuallymadeforeachcustomer.

D. MODlogoisemphasizedthroughcontrastoflines(it’sonadifferentcolorwoodthantherestofthesentence)andofcolor(whitevs.red).TheMODisalsodirectlynexttothethingthatitsells:pizza.MODassociationwithpizza.

E. Bomb-lookingpizza.F. “WhereamIgoingtogetsuchbombpizza?”Dude,letmeboxoffaneasy-to-readsectionofthe

adsoyoucangogetit!G. MODbranding.RedleadinglinesleadtheeyedirectlytotheMODlogo,justsowemakesure

everyoneknowswho’smakingwhat.They’llalsolookforthelogowhentheylookforthestore,whichislocatedattheaddressyoujustread.

ABCDEFG

(Wow)

There’sadifferencebetweenadvertisingandart,andalotofpeoplegetthattwisted.Peopleinnatelywanttomakethingsthatarebeautiful,andthat’sawesome,butwhatseparatesadvertisementsfromart,ifdonecorrectly,isthatadvertisementsshouldmaketheviewerfeelcalledtodosomething,whetherthat’sdonatetoacampaignthatresonateswiththemorgoeatawesomepizzaandsupportagreatmessageintheprocess.Abigpartofthatcallistoensurethatamessageissalientandinterestingtothetargetaudience.Thatiswhythemotivationbehindcreationandtheimplementationofanadvertisementissocritical.TheadvertisementImadeisnotbeautifulperse(beautyisintheeyeofthebeholder?),butitsuggeststhatviewerexpresswhotheyareandtogogetpizzaatthelocationprovided.Ifthere’sanythingI’velearnedfrommymajorandmytimeinadvertisingclassesisthatthedeeperamessageresonateswithsomeone,thedeepertheconnectiontheywillhavetosomething.Inthiscase,expressionandinclusivityandacceptanceareexperiencesthatallhumansseek.Youlikelywouldn’thanganadvertisementonyourwall,butIwouldarguethatadvertisingcanbeaformofart,butwithacleardirectionofwheretheviewerissuggestedtogo.Whatseparatesadsfromartisacalltoaction.Psychologyandadvertisingaresimilarbecauseattheendoftheday,bothinittohelppeoplesolveproblems,andbyworkingwithDeutschthroughD-Prep,IhopethatItoocanbeapartincreatingchange,creatively.Thanksforstickingthrough,NealJ.