“Monster Cable Products is the manufacturer of high performance cables that connect audio/video components for home, car and professional use as well as computers and computer games. MonsterCable is for music lovers, audiophiles, recording studios, sound professionals, musicians…” http://www.monsterproducts.com/company/about-monster
Elena Zhukova Photographer. Monster Cable Products, Back to School
This Ad Campaign consisted of diverse people with realistic looks on what looks like a college/university campus. Each photograph is taken in different settings on campus, surrounded with props such as books, post-its and bag packs. They are very dynamic, and fun-filled which captures the excitement in the students in their behavior and expressions of the first days back to school. The images display freedom, vibrancy and youthfulness. Elena Zhukova was able to show the burst of energy and fun from these students-models by using graphic elements such as the hi-key; bright white florescent front light used which made the images feel happy and lively. Also the colors are bright, vibrant and a little saturated. The viewpoint is at eye level, which makes the viewer feel as if they are a part of the Ad. In one particular photograph with the female model sitting on the grass, there is a shallow depth of field, allowing you to focus solely on her and the product. The images showcase student lifestyle in a creative way that is consistent throughout the campaign.
Monster Cable Products caters to a large demographic. This campaign is to advertise the launch of their new headphone lines that are available in loud, vibrant, fun colors targeted towards college students. The photographer does a great job in connecting the brand with the demographic in these Ads, with the photographic elements chosen. The Campaign derives around “windows” because the photographs are in the presence of reality. The first photograph is the only one that sticks out as being a little more “posed” than real-life. The images aren’t showing the every-day student life, but more of the feeling of freedom and excitement on the campus when school re-opens.