The ad for Raymond Weil shot by Lois Greenfield and the ad for Pantone shot by Sarah Silver both executed similar and different campaign elements.

Greenfield’s Raymond Weil ad contains a monochromatic visual. The dancers in the black and white composition are the only elements used as the focal point. In this campaign, figures represent the headline – “Precision movements.” Their body language is compared to the hands of a watch. In the shot, light sources appear from a high angle on the left side creating dark shadows. Each dancer is placed at a different distance, which makes them appear closer in depth producing a shallow space. The negative space around the individuals makes the portrait become balanced. The image also has a high contrast with a few middle tones.

Silver’s Pantone ad contains a polychromatic visual. For the “Make It Brilliant” campaign, lights were used to paint colors with the same vibrancy. In this ad, the colors represent different moods and are used as the focal point. Within the composition, geometric shapes were utilized as walls, props, and texture designs to keep the environment balanced. Although the walls help to construct less negative space, the dancers were placed amongst each other at different distances creating a deep space. The image produced also has a low contrast with mostly middle tones. 

Both campaigns used dancers as a human element to bring life to their concept. In each shot, they portray a different message and expression. The dancers for “Precision Movements” metaphorically relates to the hands of a clock by their specified positions. The dancers for “Make It Brilliant,” metaphorically added a touch of life to the newly created neon colors. Each successful shot forms an illusion by a technique called frozen motion photography. 

Both Greenfield’s and Silver’s advertisement did a great job of capturing their companies’ brands with the use of ballet dancers. They understood that their dancer’s pose could express a wide range of emotions and ideas depending on how they were positioned. This is why taking the photo at eye level was key to both of their success. Capturing the right kind of diffused shadows was also important to make sure that it wasn’t too distracting for the viewer.

Although advertisement for Raymond Weil and Pantone both decided to use dancers as subjects for their ads, they do not necessarily emphasize the same idea. Raymond Weil’s ad uses their dancers to give the advertisement an elegant atmosphere, and their sharp poses is a metaphor for precision of the watches’ mechanical hands. The black and white tone and its use of a high key also helps promote another feature of the watch, which would be its classical and bold appearance.

On the other hand, Pantone’s use of their dancers convey a completely different message. Instead of using dancers to promote mechanical features, it is used in harmony with the lighting to showcase the creativity, fluidity, and energy of the company. The dancers aren’t stuck in poses that are straight or rigid, and in fact their poses are more curved and artistic which helps get the message of their brand across. The use of full scale colors and contrast does exactly what the color company wanted to promote, it’s understanding and wide selection of colors.

For the Raymond Weil’s ad the photo is taken form a mostly profile view of the dancers. The lighting seems to be coming form the upper left hand corner. The composition of the photo has the dancers in the center and having a connection through the bodies even though they are not touching each other. The photo flows from left to right and creating this dynamic movement that makes the eye follow the dancers. The Pantone ad has a similar light with the dancer in the foreground that has the same light on her. The flow of the photo form left to right is also done here with this ad and its is enforced but the photo being a landscape and a panoramic style. The composition of the imagine is very dynamic with having dancers in the background, middle and foreground which the Raymond Weil ad also contains with the same idea having a layers effected the the dancers but in a more condensed space. The differences in these ads is that in Raymond Weil’s it  combines the image with the words “precision movements’ to create envisis of the dancers movements and how they are being very exact on what they do with their bodies. They also choice to have a black and white photo while their products in color which compared to Pantone’s ad that is very vibrant with multiple colors to help express the movement of the dancers. There are also many different textured included in the ad that are made with lighting effects that are used to add another layer to the dancers.

Both images shows a horizontal frame that shows all the people in the image making movement. One image uses black and white and the other image uses color. In the black and white image they are wearing black tights. In the colored image they are using white tights. In the black and white image they are wearing black outfits because they are using a plan background and adds contrast to the photo. The colored image wears white outfits because it’s easy for colors and light to bounce off of it. In the black and white photo the people are making clock hand movements with there hands and feet, and making a shape of a clock. The colored image is playing with shapes and using objets and body to make geometric shapes. The black and white image background is flat. The colored background image is in shape of a square. Both images are using fast shutter , and is capturing the people in the scene in the air.  The black and white scene shows a high contrast to the image which gives the people a stronger highlight on there skin. Which makes the people look more exposed. The color scene shows a low contrast, which gives in the image which makes the highlights on the people lower. But sense there is a use of multiple colors in the scene they are manipulating the light  from the camera. Which causes them to look more exposed in the scene. Both scenes are using freeze motion and are capturing movement. They are positioning there bodies in shape of clock hands

This both campaigns uses dancers differently from one another. On Raymond Weil ad uses monochrome. Also it uses high contrast because to show the feelings of strongness of the Watch. Also the dancer’s wore tank tops to show the wrist I guess. On  Pantone ad it looks so different. The ad has color that gives feelings of joyfulness. And the view of the ad kinda look as it captured as panorama view. The dancers dancing the way they feeling. Also they are coverup with white cloth because of the skin color not to be mix in with other color. The shadow is not dark enough because the photographer doesnt want to see strong contrast.