Hasta La Creative!

A l’occasion de sa conférence à l’E3 2015, grande messe du jeu vidéo qui se déroule chaque année à Los Angeles, Sony a dévoilé, entre autres, un trailer pour le remaster HD du jeu de rôle Final Fantasy VII, tant réclamé par ses fans. C’est avec plaisir que nous retrouvons dans cette vidéo l’univers de Midgar et pouvons apercevoir Barrett & Cloud, deux des personnages principaux de cet épisode mythique.

Des étudiants de la Design Academy de Eindhoven ont imaginé, en partenariat avec la compagnie aérienne KLM, un projet ingénieux baptisé « Plane to Products ». Il prévoit de recycler et transformer les objets présents à l’intérieur des avions, comme les ceintures de sécurité ou le revêtement des sièges, en de véritables produits qui pourraient être utilisés dans la vie quotidienne.

À l’initiative de la marque Monkey Business, le Reddish Studio a eu l’idée de recycler des éléments aussi simples et pures que des bouchons de lièges en petits robots. Les bouchons sont donc fournis avec un kit de pièces en plastique en forme de bras, pieds et épingles rouges pour les yeux qu’il ne reste plus qu’à assembler.

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Beyond the hustle of our everyday struggle there exists a world of dreams. This is where his heart and his soul live.
Obsessed with dark stories of love and addiction, he captures the moods and emotions that write each individual story, a new chapter with every frame.

Well known for his captivating portraits and elegant fashion statements, he deftly plays with light and shadow, creating beautiful and subtle changes in texture and palate.
A perfectionist, combining an artist’s vision with a technician’s mastery of craft.

He was born and raised in the northern part of India, Ashish Shah currently lives in New Delhi and works worldwide.
He is currently represented by prestigious agency Bill Charles NY for United States.

Why are you a photographer?
I grew up listening to my grandmother telling stories and I don’t know when they affected me so much.
There was a certain feeling about the place, time, and the characters in her stories.

“A boy all alone is wondering in the mountains”.
“A girl sitting next to a river bed“.

As I grew older I started missing that cinematic journey.
Photography helps me live those moments again.
More than the idea of capturing moments through this androgynous machine called camera, I love the process of living those moments.

It is such an amazing medium to travel in time, it lets me dream.

Do you remember any decisive moment when you felt ‘I want to be a photographer’?
After leaving my city I spent a couple of years in the mountains away from family and friends. I was unsure about what I wanted to do but at the same time I had this immense urge to write about my experiences.
I was searching for the right medium.
A wannabe guitarist who tried everything before getting into photography.

I picked photography because I thought it was easier, just press a button and you are done but then the search for the essence got me really serious for it.
I am still in search of that essence and I am still learning.

Were there any particular role models for you when you grew up?
All my life I disagreed with my father for being such an honest and committed officer, we’ve lost count of the numerous times he has been transferred from city to city. Watching the system take advantage of such a simple man like him affected me a lot. Its in fact one of the reasons I left home.
And the fact that in spite of being in such a senior position he never took advantage of it or made extra money really bothered me.
So the man who I wasn’t really fond of because of his work ethics while growing up turned out to be my role model.
Now relate to his work ethics.
Looking at him gives me immense strength now.

Who was the most influential personality on your career in photography?
There have been many influences over the years however I felt a real problem with that.
Somehow in your unconscious mind you have their images/work running and you unintentionally create cheap copies of the legends.
I was so influenced by Bruno Aveillan’s work that even in the middle of a shoot within four walls, visuals of his films shot on a dessert would run in my head.
So took a while unlearning everything.
However Photographers like Paolo Roversi, Jeff Bark.
Directors like Wong Kar-wai, Bernardo Bertolucci, Akira kurosawa, Andrei Tarkovsky & last but not the least Lars Von Trier (no wonder they call him the most notorious director) gave me reason to work towards something which only exists in your heart.

How has photography changed over the course of the last couple of decades? Is execution/art direction more important than it used to be?
I feel that the ingredients are still the same while the process has been complicated.It’s very important to form a bond with your team rather then worrying about what how many and what brand of lights you are using.

What do you think of the current state of Print Advertising photography in India? Is it at par with the work done worldwide?
For now I think we are afraid of trying new things.
We are obsessed with the logistic of things rather then the essence of it.
Its time to invent and innovate then making bad copies of good work from the west.
I feel Indian youth is definitely on it and we will get better with time.

Where do you get your inspiration?
Women and nature are two biggest source of inspiration for me.

Was there any time when you wanted to quit photography?
Many times in my initial days.
Once somebody from the industry made me call her 9 times in a fraction of 4 hours and that was my sixth month without a job.

There were tough times but common who doesn’t go through them.
I had a been a quitter all my life but Now I am not leaving this battle.

Any current work in Indian Advertising that you find exciting? Especially Print?
Nothing that I came across interesting in prints however always been a fan of Ganjam’s ad by late Prabuddha Das Gupta.

What’s your dream project?
Document my dad at work.

Who would you want to spend a dinner with?
Family and friends.

Whats on your iPod?
I am a rock and roll boy my day starts and ends with The Doors.

Mac or PC?
Mac any day.

Whats your Twitter Handle?
@Ashish_kshah

The post Ashish Shah : In a Chat With A Photographer appeared first on desicreative.

Nextel está revolucionando o mercado de telefonia móvel brasileiro ao apresentar planos modulares e flexíveis

> LEIA MAIS: ? Quem manda no seu plano: você ou sua operadora?

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Projeto foi criado pelos publicitários Mateus Oliveira, Vinicius Sakamoto e Rafael Rodrigues

> LEIA MAIS: Campanha se inspira em placas de “vende-se” para pedir doações de sangue

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Amid a steady stream of official visitors to his home, Hamid Karzai said in a rare, wide-ranging interview that “I have done my time.”

Today Heineken and Wieden+Kennedy surprised some in the ad world by announcing the end of their shared five-year contract.

There’s no question that W+K has produced some very high-quality work for the client, Doogie Howser aside (take, for example, last week’s W+K Amsterdam ad giving users an insider’s tour of Paris). But the move makes sense: the client recently made some changes in its management structure in light of disappointing sales numbers only six months after rejecting a proposed takeover by SAB Miller.

As with other big-name clients like McDonald’s and Best Buy, Heineken is competing against market forces that it can neither tame nor co-opt. It may be the world’s third-largest brewer, but at this point it can only grow by acquiring or being acquired by its competitors.

The company’s Chief Commercial Officer Jan Derck van Karnebeek sounded a very similar note to that of other clients that have decided to move away from hiring a single creative agency, writing:

“We work with multiple agencies on Heineken®, to support the world-wide presence of the brand, and also to bring additional creative thinking. Globally we now enjoy a strong relationship with Publicis, while in many markets we are working with local agencies to deliver outstanding and effective local top-spin campaigns. We are excited about the future for both Heineken® and Desperados®. We thank the W+K team for their outstanding work and wish them well.”

From Wieden President/spokesman Dave Luhr:

“We are very proud of the creative body of work…But in this business change is more of the norm than the exception and it is time that we each go our own directions.”

Yet, as Adweek’s Andrew McMains put it,”…five years is a respectable run on a beer.”

I love Johnny Cash. I love Mass Effect. But man are those two great tastes that taste weird together.

The next iteration of the epic sci-fi video game series was announced today via a first-look trailer at E3, and there’s clearly a lot to look forward to with Mass Effect: Andromeda.

That said, let’s talk a bit about the soundtrack selection: Cash’s rendition of Western classic “Ghost Riders in the Sky.” Specifically, let’s talk about the fact that it was a dumb pick.

Joss Whedon’s Firefly may have sold us all on the mashup of interstellar travel and cowboy culture, but Mass Effect certainly isn’t Firefly.

The Mass Effect series’ cerebral tone and gravitas have largely been fueled by its music, from the original Vengelis-inspired score in 2007 to the more orchestral theme of the 2010 sequel to the Hans Zimmer-esque braaaaaaaaam of 2012’s Mass Effect 3.

You can revisit all three scores in this handy YouTube clip:

Personally, I was a bit sad to see the games move away from the minimalist, Blade Runner-reminiscent sound of the original, but it’s hard to deny that the shifting score reflected the increasingly high-stakes and galactically sprawling atmosphere of the game.

But now, on the eve of relaunching the series into a new galaxy (the titular Andromeda), our first audio experience with the new Mass Effect is a crunchy bit of rootin’ and tootin’ that creates the impression you’re not so much saving worlds as you are wandering around and starting gunfights over range disputes or whatever it is that makes gunslingers sling guns. 

To be clear, Johnny Cash’s music certainly can be used in dramatic and unexpected ways. My favorite example of this kind of masterful genre-blending is the opening credits of 2004’s Dawn of the Dead remake:

So with Mass Effect: Andromeda, am I overthinking the choice of a soundtrack to an admittedly early teaser trailer? (The game won’t be out until late 2016.) Yes, probably, but I’m not nitpicking for the sake of nitpicking.

Bioware and Electronic Arts have a lot of ground to regain with Mass Effect. The third installment left many of the series’ passionate fans baffled and frustrated by serving them up an ending that pleased almost literally no one. 

Thanks to a hastily revised and expanded finale that was later patched into the game, along with a few well-crafted bits of downloadable content (along with the passage of enough time for frustrations to fade), much of that fan backlash has dwindled. However, the series has to rebuild its goodwill anew, and every single piece of marketing matters between here and there.