I tried to create a cozy, homey, summery vibe with this pizza picnic at Volunteer park on a brisk sunny day in February. The golden hour light dapples across the paper plate with ripped parmesan cheese packet cozied up to the slice. The plate sits on a quilted placemat, bohemian tapestry cradling it all. I’ve placed a stack of vintage dixie cups, which is a not to this being a picnic that involved more than just one person. There is a cooler and plat mesh back to the upper left. Grass peaks through the corners.
I managed to create a summertime vibe in February because of the fabric textures, the red, white, an blues, feeling a little patriotic, and the paper plate all connotes the casual easy vibes of warmer days to come. The quality of the light along with the mixture of textures, the design of the dixie cup, the plaid of the bag also infuse the image with a retro vibe, something I do with much of my prop styling, invoking the 1960s-70s.
“An American Love Story,” the Volkswagen USA 2024 Super Bowl ad, captures this football audience with its heartfelt narrative and nostalgic visuals. Set against the backdrop of an American landscapes, the ad follows the journey of a family through generations, showcasing their love for Volkswagen vehicles. From a classic Beetle to the latest electric models, each car represents cherished memories and milestones in the family’s life. The ad’s basic message revolves around the idea of Volkswagen being more than just a car brand—it’s a part of the American experience, a symbol of family bonds, adventure, and innovation. Through the ad’s emotional storytelling, Volkswagen aims to evoke a sense of nostalgia and connection among viewers, emphasizing the brand’s longstanding presence in American culture.
Since this is a Super Bowl ad, I feel it’s intended for a wide audience, appealing to both existing Volkswagen enthusiasts and those who may not yet own a Volkswagen but resonate with their values.
Pros:
Emotional resonance: The ad effectively taps into viewers’ emotions by showcasing a heartfelt story of family connections and nostalgia. By evoking emotions such as love, joy, and sentimentality, the ad creates a memorable and engaging experience for the audience, fostering a positive association with the Volkswagen brand.
Brand positioning: “An American Love Story” reinforces Volkswagen’s image as a brand rooted in American culture and tradition. Through its portrayal of iconic American landscapes and the enduring legacy of Volkswagen vehicles, the ad strengthens the brand’s identity and distinguishes it from competitors, positioning Volkswagen as a trusted and integral part of American life.
Cons:
Lack of diversity: The ad predominantly features a single, mostly white, family’s journey, potentially excluding audiences who may not relate to the specific experiences depicted. By focusing solely on one demographic or family structure, the ad may fail to resonate with a more diverse range of viewers, limiting its appeal and inclusivity.
Limited product focus: While the ad effectively communicates Volkswagen’s heritage and emotional appeal, it feels rather broad and lacks emphasis on the unique features and benefits of the brand’s latest vehicles. Without highlighting specific innovations or technology advancements, the ad may miss an opportunity to drive interest and consideration among consumers who prioritize performance or functionality in their automotive choices. But they made this choice likely because they were trying to appeal to the widest audience possible, since this is the Super Bowl, after all.
“Thank you France,” the Etsy 2024 Super Bowl ad, delivers a heartfelt tribute to the artisans and creators of France while celebrating the spirit of craftsmanship and creativity. The ad showcases a diverse array of handmade products sourced from Etsy sellers across France. From artisanal jewelry to handcrafted home decor, each item reflects the passion and skill of its maker, embodying the essence of French artisanship.
The ad’s basic message revolves around gratitude and appreciation for the rich cultural heritage of France and the artisans who contribute to it. By highlighting the unique stories and craftsmanship behind each product, Etsy aims to honor the creative community while also inspiring viewers to support independent artisans and shop local.
Intended for a wide audience, the ad appeals to consumers who value authenticity, craftsmanship, and sustainability. It targets individuals who appreciate unique and personalized goods and are likely to be interested in supporting small businesses and artisans. Additionally, the ad may resonate with viewers who have an affinity for French culture or aspire to incorporate elements of French style into their lives.
Pros:
Celebration of craftsmanship: The ad effectively celebrates the artistry and skill of French artisans, elevating their work and highlighting the value of handmade and artisanal products. By showcasing the diversity and quality of handmade goods available on Etsy, the ad reinforces the platform’s commitment to supporting independent creators and promoting sustainable consumer choices.
Emotional appeal: “Thank you France” evokes a sense of nostalgia and appreciation for French culture, drawing viewers in with its charming visuals and heartfelt storytelling. The ad’s emotional resonance can foster a positive connection with viewers, inspiring them to engage with the Etsy platform and consider supporting independent artisans in their own communities.
Cons:
Limited focus on Etsy: While the ad effectively celebrates the craftsmanship of French artisans, it may not clearly communicate Etsy’s role as a marketplace for handmade and vintage goods. Without emphasizing the platform’s unique value proposition or highlighting the convenience of shopping on Etsy, the ad may fail to drive viewers to engage with the Etsy website or app following the commercial.
Lack of diversity in representation: The ad predominantly features scenes and products associated with traditional French culture, potentially excluding audiences who may not identify with or have an interest in French-inspired aesthetics. By focusing narrowly on one cultural perspective, the ad may miss an opportunity to appeal to a more diverse range of viewers and showcase the global diversity of artisans and creators on Etsy.
My interests include: food styling, collage, vintage homeware, film photography, thrifting, and street fashion.
Here are my ten ideas for potential personal projects:
Curate a photo collage cookbook – Style and photograph recipes using vintage dishes and props
Film a stop-motion movie using vintage toys and miniatures as characters in whimsical food landscapes.
Make conceptual food ads – Style food products in surreal ways and photograph them as mock print ads.
Create a vintage dinner party – Source a full table setting from thrift stores and style a retro dinner menu. Photograph the tablescape.
Design zines featuring collages of food, fashion, and interiors with a retro vibe.
Style food within dioramas – Make miniature dioramas using vintage figurines and toys, add food items to bring the scenes to life.
Organize a swap meet – Swap vintage cookbooks, homeware, or clothing with friends. Document with a photo booth.
Launch a street style photo blog – Photograph stylish people you see around town with a disposable Kodak or Fuji film camera for an authentic aesthetic.
Curate exhibit on food in film – Research how food was styled and used in classic movies. Display learnings and film stills.
THE ONE I’D EXPLORE: Style a tablescape with vintage wares and foods from a particular period in time. Then, try and generate a similar image using MidJourney
Why do you feel it would be a good experience or addition to your portfolio?
It only takes a quick scroll of my instagram profile to see that I am drawn to the visual splendor of food.
I was brought up in a family who’s major expression of love was through food. So I’ve been fascinated by the ritual surrounding it for as long as I can remember. In particular, I’m interested in the link between food and the spaces in which it takes form. From our kitchens and dining tables to hole in the wall mom and pops to fine dining experiences, I see the beauty and the universal language of gathering over a meal transcend through each of these environments.
We all have a romanticized version of a dream job in our heads. I am no different. I’ve always dreamed of working as a designer within the food industry, whether that is packaging design and branding for food brands, or styling editorial shots for food magazines like Bon Appetit. I’m aware that generative tools are becoming part of the food styling landscape so this seemed a perfect opportunity to leverage my natural eye for styling food and props with a deeper knowledge of those analog practices as well as dive into the growing AI side of the industry.
What skills do you hope to gain?
Research skills – I’ll need to research visual designs, decor, food, and presentation styles from the specific time period to style an authentic scene. This involves investigating aesthetic trends.
Sourcing skills – To find good vintage items, I’ll have to source from estate sales, flea markets, antique shops, etc. This requires persistence at hunting down the right props.
Food styling – Carefully styling the food, dishes, and decor to craft a pleasing overall tablescape composition and evoke the time period I’m going for. Considering color palettes, arrangements, etc.
Photography – Photographing the tablescape in a way that captures the nostalgic tone and strong visual details. Experimenting with lighting and angles.
Prompt writing – Carefully crafting a text prompt for MidJourney that describes the tablescape imagery in detail so the AI can generate a close representation.
Technical skills – Manipulating the AI output images to fine-tune colors, sharpness etc. to match the original photo more closely.
A Visual Proof of Concept piece, moodboard, sketch, etc.
In 2021, the Highline School District needed to pivot it’s formerly in person event, Stormfest – into a COVID-safe, video series. The series featured local stormwater professionals, sharing the science behind the subject matter and how they found careers in it. As the lead designer and videographer, I needed to spend ample time upfront, mapping out the production of our three part videos series and most importantly how we would film our interviews and BRoll in these socially distant times.
ACTIONS
Because we were filming during COVID, I didn’t know if in person filming would be possible, which meant we needed to educate our video subjects about video production so they could film their own footage. I developed a video resource guide to train our video subjects on the process, that outlined each step of production, offered video production concepts, along with guiding questions as they developed their scripts. As it turned out, I was able to film the contributors’ interviews and much of the BRoll, which made editing so much more streamlines. As lead designer, I defined a look and feel for my two junior designers who build out the bulk of the animations and visuals based on the direction I’d set. This ensured a cohesive look across all three videos we produced
RESULTS
I feel really proud of this work because of how it responded to the ever changing constraints of the pandemic and also that it allowed our three professionals to own their stories. The real goal of this series wasn’t to create the highest-production value products, but to positively impact our middle school audience, getting them excited about a topic and career paths they may have not been familiar with. I feel proud of the steps we took to make these videos accessible to our audience, both in who we featured as well as offering the series in Spanish. 3,500 students saw these videos!
