I believe the pantone companies metaphor in this campaign is trying to say that theres
light and movement in colors. Color makes your eyes move more through a picture or
a drawing and light reveals the content of the subject matter. even though ballerinas have nothing to do with this company they used it to promote movement in colors.
This piece works in many different ways. Creating a scene full of color can easily show the public how their company is not only for the digital work but also for any object in real life. Adding brilliant colors with different people in it makes a difference as now we can associate both world in one.
The biggest metaphor in this videos has to be that a big company that is mostly use for designer, fashion and anything in between can make someone aware that what they do and can do will make it eventually to the real world and physical objects.
Take a look at the campaign done for pantone by Sub Rosa.
http://www.pantone.com/make-it-brilliant-campaign
Read about it:
http://www.plsn.com/current-issue/116-behind-the-lens/14739-pantone-a-behind-the-scenes-brand-gets-its-close-up.html
Answer the following in a post:
What is the central metaphor of this brand campaign for Pantone? Why did the company pick this metaphor and how is it conveyed? Do you think the message is effective? What did you learn from reading the piece in PSLN about the process of making these images? What surprised you most?
Szarkowski used the terms “Mirrors” and “Windows” to describe the two different ways of perception towards a photo. A photo can be seen as a “Mirror” if it conveys the photographer’s intention and idea through which the viewers get the notion of what the photographer wants to say. In the other hand, the term ” Window” is used when a photo is more about providing a reality of the outside world that one can take in.
Apply those conceptions to the two photos by Crewdson and Winogrand, we will be able to conclude that Albuquerque is an example of a “Window” while Daughter is a “Mirror”. Taken randomly with no setting, Winogrand’s photo renders a real picture, or a reality in which the viewers will have different feelings towards. One can say the image of the two children playing in a seemingly remote land evokes the loneliness while another one might look at it as an ideal picture of the American Dream. On the other hand, Daughter of Crewdson tells a different story with character portrays, location and lighting that bring up specific feelings of drama and shame.
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