Lost in translation

Sheiße! What happens when an idea that seemed so good in the brainstorm process flatlines just after that? Well, if you have the time – you go back to square one. If you don’t have the time, you pull an all nighter and go back to square one. Not only is your client’s communication and brand-building strategy at stake, but so is the reputation of your agency and the creatives that put their names on the work.

Frese & Wolff from Germany produced this campaign for Animal Rights and… well… I think that somewhere along the way, the greatness of where it began got lost in translation. It’s not the fight for the safety or care of the monkeys, horses, pigs and minks’ lives I am disagreeing with – it’s the execution and the final product I am not buying.

“The term art director is a blanket title for a variety of similar job functions … but an art director unifies the vision. In particular, the art director is in charge of the overall visual appearance and how it communicates visually, stimulates moods, contrasts features, and psychologically appeals to a target audience…” – Wikipedia.

It must be said, I don’t think the concept here is the problem. However, someone chose very pretty models with no acting experience whatsoever. Stills or moving, believing feeling is all about expression and comes down to what a talented performer can offer with their eyes. It is either believable or not, and these I am sorry to say are not. Look at Tilda Swinton, Chloe Sevigny and James Franco; these are artists that whether pretty or not, can convey emotion and power in a stills shoot as much as in a scene for a film. And if it’s unknown faces you are after, there are models with the same abilities and who can access the same depth of emotion.

“One of the most difficult problems that art directors face is to translate desired moods, messages, concepts, and underdeveloped ideas into imagery,” says Wikipedia again. I don’t think this work is short on merit in terms of concept. I just think the execution is weak. None of these models convey an experience of pain equivalent to what the animals would. To be honest, they all just look a little constipated if you ask me.

What do you think?

Credits: Advertising Agency: Frese & Wolff, Oldenburg, Germany | Creative Directors: Uwe Linthe, Ingo Steuber | Art Director: Thorsten Abeln | Graphic Designer: Alexander Wille | Photographer: Tim Thiel | Published: December 2010

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