A_P_I133_2015_

8. TELL A COMPELLING STORY

Tom Nicklin is a creative at LOVE (www.
storiesbylove.com), an agency that has
“storytelling at the heart of our approach”. Being
able to communicate a story through visuals is an
important part of creating an exceptional
advertising image: “Imagery is a universal
language. And, when used correctly in an
advertising medium, it should communicate a
brand or product’s story without the need for
further explanation.
“An example from a recent project is the Onitsuka
Tiger campaign (pictured). Most brands in the
category are screaming for attention with loud,

two-dimensional fashion-orientated

positioning that command the consumer to do

things. But Onitsuka Tiger stands for calm, craft and

design, so we created a distinct brand platform

entitledA Product of Inner Confidence. This says it’s

more than enough to just be you.

“To communicate this, the art direction was to

use a model stood motionless in an energetic

environment. Working with Berlin-based

photographer Stephanie Jung, we used multiple

exposure photography to illustrate the busy world,

which emphasised the calm confidence of the

model, and in turn the brand attitude.”

7. CREATE A FOCUS

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