Lifeproof Galaxy S5 Caked campaign by Tim Tadder
The primary meaning of the images of the lifeproof galaxy s5 campaign is on how effective the lifeproof cases are when is time to protect cellphones in extreme conditions; they comply fully with their homework. The photographer use images of people practicing extreme sports like kayaking, mountain biking, surfing and adventure motorcycle to signify the effectiveness of cases under extreme conditions. Very provocative images suggest buying the kits as they serve in all fields, the campaign has an air of defiance since the photos incite viewers to dare to take their cellphones around the world without being afraid that something might happen to them.
The campaign is very Colorful, see how the individual or model always maintained in every photo in the center over a portion of the field in which practice their extreme sport, that with the mood to give the viewer an idea of the environment which the case would be exposed.
The photographer use directional-diffused light for a touch of naturalness to photos, notice also how he gives a luminous circle around the subject to highlight the background. All the pictures are frontal shots and eye level.
The campaign’s photos are mirrors, as they convey a message that has been previously designed and which is a personal interpretation of the reality of the photographer and his team in which there are feelings to be transmitted. For instance, in the first picture we see the photograph conveys the idea of adventure, exploration, risk, through the sportswear and the scene. You can also appreciate the model with his helmet, life jacket, oars. Besides the stage shows the natural environment where the sport is developed such as: river rapids and waterfalls, which gives a sensation of speed, adrenaline. Also stones in the bottom of the river gives you a sense of danger, anything could happen in this sport. Another thing are animals circulating around gives the feeling of wildlife in which you would be exposed, nature itself powerful and of respect.
In the second picture also shows how the sludge is enemy number one of cellphones and the one that you see often in this sport of mountaineering cycle. The photographer continues with the same setup across the campaign, the model in the center, strong colors making allusion to nature ;etc.
In the third photo the same, the danger that seawater might cause to cellphones and how these would be safe using the cases.
And the last photo the serious enemies would be the dust and mud which would be isolated once again for the fabulous lifeproof cases.
Throughout the campaign shows the possible natural factors which would ruin a cellphone ,but thanks to the cases which give the feeling of security and confidence towards phones ,as these would be safe in all weather conditions as just demonstrate.
I liked the way you broke down how the lighting effects created a naturalness feel for the photos. I agree with everything that AnaMaria said. I also do believe the ads are a mirror because they are trying to connect on an emotional level with exaggeration rather then a flat literal translation.
If I read your response without looking at the photos, I would not know that these are shot in the studio and are meant to look like models or figurines of people doing the sport. The campaign could feature people outside in the field actually surfing or dirt biking but it doesn’t. The campaign also uses a traditional portrait lighting style with three lights just like the one we explored in class last week: main light, fill light, separation light. I don’t think anything gives a sense of danger. It is all quite kitschy.