Sarah Silver’s photos for Pantone and Lois Greenfield’s photo for Raymond Weil are similar in that they both use dancers as visual representation of the products advertised.

The formal photography elements that are similar and differ between the two ads include light, texture, focus, line, and tone. Both campaigns are sharp overall in terms of focus, making you pay attention to the dancers and their movements which is important in both campaigns. They also use direct light to further draw attention to the dancers. The direct light creates shadows from the way the dancers are moving but highlights their actions. The lighting used in the Greenfield’s photo emphasizes the dancers, making them clear and bright and gives a tone that is full scale, while the lighting used in Silver’s photography was intentionally designed so that shadows and colors were controlled. Silver’s photos also use lights to create the feeling of texture to speak to the products that Pantone creates.

The metaphor that the Greenfield photo creates speaks specifically to their headline of “precision movements” using these incredibly muscular and strong dancers to show the feeling of being precise as well as fluid. The Silver photos speak to the fact that Pantone and their products are artistic. They are similar in the idea of ever moving time and creativity.

The Make It Brilliant Campaign for Pantone and the Precision Movements campaign for Raymond Weil definitely have quite a few similarities between themselves. For instance, they both use dancers and the motion of those dancers to help accentuate the product that these companies are trying to advertise and sell. They all both use dancers to help add the human touch that helps connect with the viewer and to give their campaigns a more authentic feel, to prevent them from coming off as condescending to an increasingly cynical and aware public. However, there are a few differences between the Pantone campaign and the Raymond Weils campaign.

Pantone, for example, used the motion of three dancers to help build a metaphor as to how light can flow, be rich and just flat out jump at you. While in contrast, Raymond Weil uses the motion of the dancers to help accentuate and metaphorize themselves as the cogs, gears and the arms of the face of the clock; helping the campaign add extra emphasis into the “precision” part of the product. Regardless of the differences, both of these campaigns achieved their goal, for lack of a better term, in a very stellar fashion.

Another contrasting comparison between the two campaigns is a pretty obvious one, the use of color. The Pantone campaign is full of the most saturated and otherworldly colors you can even imagine. The Raymond Weil campaign, however, focuses more on the black & white spectrum of color with the exception of the actual watches shown in the ad.

The Campaigns both show a very unique style of creativity. In the Pantone design, this describes the creativity of color. The Dancers use specifically to compliment the colors and backgrounds. The lightening is very dim and shows a lot more shadows than the other design. The composition in the Pantone design, is more of a panoramic view. The view is very wide. There is also a lot of backlight. The metaphor in the Pantone Image explains a story of color and how it is shown in the seasons. The Dancers interact with the colors and background. On the other hand, The Raymond Weil design is more of a classic vibe. The black and white image shows a classic and almost elegant feel. The front light shows high key. The dancers are interacting with each other. It seems like the dancers are forming more of a watch. The Raymond Weil design explains a metaphor of movement and elegances. The dancers in this campaign shows off an interesting twisted feel of a clock. The female on the bottom right shows a familiar feel of a clocks arms. While the dancers behind shows how a clock is formed.

Comparing the two ads with one another. There are drastic differences between the two. The watch ad has more of a structure and solid approach to emphasize the way a clock and its gears work. It also uses rich basic black and white to further bring out exactness. The way the dancers are positioned in a way that mimics the hands of the watch too. As opposed to the clock ad, Pantone which has presented with an abstract approach which emphasizes the creative side of Pantone. The use of saturated color and lights and darks, different shapes, Pantone just gives off a creative geometric chaotic feel to the images.