Yes – actual images and craftsmanship nonetheless matter

Yes – actual images and craftsmanship nonetheless matter

And this BA & Amex marketing campaign proves it

In a world the place AI imagery floods our feeds each millisecond, this OOH tube advert stands tall:

– Tiny figures strolling throughout what seems to be like a seaside with waves crashing…
– Except the “beach” is the arm of a beige couch, and the “crashing waves” are the frayed ends of a rug draped over it
– The figures? Hand-painted, quarter-inch miniature human fashions.
– This is a summer season vacation scene constructed fully from the bizarre.

This isn’t AI. It’s craftsmanship.

The approach?

A mix of diorama-style miniature storytelling and digicam projection images.

Textures captured for actual. Lighting completely balanced – it’s spot on.

The sort of visible magic that makes you look twice, particularly as you wander up the tube platform (the place I noticed this the opposite day).

Why does it work so effectively?

– Emotional resonance: it faucets into our collective summer season vacation daydreams (that peak throughout a scorching commute dwelling within the capital)

– Simplicity: a single daring visible, fantastically executed, with a assured, distinctive headline in crisp white caps

– Clarity: the worth proposition (earn Avios factors whenever you spend) is quick and significant, although solely seen within the footnote and that is clearly meant to encourage discovery and integration with different touchpoints

– Craftsmanship: each element, from lighting to textures, calls for a second look

The outcome is without doubt one of the highest-quality bank card campaigns in latest reminiscence, bringing to life a fantastic cardholder profit and highly effective model collaboration.

It was initially launched final yr and developed by Uncommon Creative Studio . It’s no shock they’re retaining it going. Great campaigns can be utilized many times, and the opposite vacation executions present its variety and breadth.

But the larger level: actual human creativity and images can nonetheless set manufacturers aside.

Genuinely, hats off to the advertising and marketing groups at American Express and British Airways for commissioning and delivering such a fantastically crafted marketing campaign.

But does this stand out as a result of it isn’t AI-generated?

Or would you will have even seen the distinction?

#MarketingLeadership #BrandStrategy #Photography #BAAmex #CampaignDesign #ArtDirection