Category Archives: Campaign Analysis 1

Dance Photography

Lois Greenfield shot is black and white, which makes the ad look more clean and simple. In the shot from Sarah Silver compare to the other we see color and more shapes. In Panton we see colors, shapes such as squares, and more movement from the dancers. In Raymond Weil shot he has shallow space, all the dancers are close to each other. In compare to Panton were there is deep space, all the dancers are far from each other. There is a dancer close to the camera and there is another dancer far in the background.

Raymond Weil and Panton shot, both seems that they were taking from eye-level. Also both shots seem to use front lit, we can see the reflection of the light on the dancers. I think both ads work very well because each of them are targeting different audience, to me one is intended to people of high class such as rich people and the other one to artist and designers.

Dance Photography in Advertising

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. 




Dance Photography in Advertising

The ad for Raymond Weil shot by Lois Greenfield and the ad for Pantone shot by Sarah Silver both exhibit distinct differences and similarities.

Aside from the obvious color difference, the formal elements of the photographs differ as well. For one thing, the tone and contrast is noticeably different. While, Greenfield’s photograph is full scale displaying many tones from black to white and very high contrast with very dark and and very light areas, Silver’s photograph is low contrast with mostly middle tones. The colors used are bright and have the same value. Both the composition in Greenfield’s and Silver’s photographs are very artistic; they contain dancers that draw the eye of the viewer. The photo taken by Greenfield clearly portrays the headline, “Precision Movements”. The dancers are all skillfully and accurately placed, so as to perfect the art form of precise movements. As for Silver’s photo, the dancers are all interacting with their background or props. They are all very involved with their surroundings unlike the other photo where the dancers are interacting with each other.

While the perspective and space of the photo taken by Greenfield is shallow and most of the dancers are closer together in depth, Silver’s photograph demonstrates deep space where the dancers are all at different spaces. Both of the photographs contain direct light, showing hard-edged, dark, shadows. I also feel that there is symmetrical balance within the photographs and an overall sharp focus. Furthermore, both photographs use dance and dancers to effectively communicate the concept and message of their campaign.

The photographs that Sarah Silver shot for Pantone’s Make It Brilliant Campaign and Lois Greenfield shot for Raymond Weil’s Precision Movements ad are similar in that they use the same technique of having dancers be in their ads. However, while the dancers are a primary focus, they convey different messages and moods. The ad for Raymond Weil is less modern and looks like it could be used for a ballet. I guess this is what makes it so different – the fact that this concept is not what you would expect for this specific product. Although, the ad for Pantone’s Make It Brilliant Campaign contains a pop of colors like you’d expect to see, the dancers are what make it unique. They symbolize a special way to ‘paint a world with light’.

Dance Photography Comparison

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.


Campaign Analysis

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.

Dance Photography in Advertising (Darius Richards)

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


Dance Photography

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.

Dance Photography in Advertising

Ads Raymond Weil shot by Lois Greenfield and Pantone shot by Sarah Silver both use dancers for advertisement. Greenfield shot of the dancers creates a vivid expression of motion. It shows contrast to the extreme with choosing to go black and white, there are very light area and very dark areas that take control of the eye. The sense of movement is the concept of the ad and using dancers gave it the sense of real movement.

On the other hand Pantone shot by Sliver expresses painting with light rather than using the dancers as a main focus the dancers here were also used as models. Sliver used the lights to communicate the message of “make it brilliant”. It is a very abstract piece that takes full engagement of the viewer with its unique shapes, colors and shadows. The shadows were a powerful visual element, it adds depth, gives the piece more shapes and delivers the brands identity.

In the Raymond Weil Ads the dancers stand out vs the Pantone ad where the dancers become one with the light and shapes. I personally favor the Pantone’s Ads due to the amount of change happening within the the whole composition it feels alive. It feels as if it were a dance between the light and environment.

Both ads take a different approach and are successful with passing along the message of the brand.

Campaign Analysis 1

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.

Campaign Analysis 1 – Nicholas Kyriazopoulos

In these compositions they both communicate differently but has certain elements that make them both stand out. For example: The lighting in Raymond Weil shot is coming from above where the shot has been taken showing the contrast of the bodies, while in the Pantone ad you can see they use different colored lightings from different angels and casting shadows that creates an abstract vibrant feeling. The composition itself for both of them have different placements in terms of how they communicate. In Raymond Weil ad you can see that the composition creates an arch where the people create a elevated poses, while Pantone has the people placed within the colors and the environment. In terms of Angel of view, Raymond Weil has a standard mid-shot taken in the same positions, while pantone has a wide-shot that shows all the people in different position & distances from one another. The subject matter of these campaigns is in Raymond Weil you can see the people posing has a more serious approach in there positioning advertising a product, while Pantone is advertising art and abstraction, showing how colors work with one another in having models in the studio to show more life. The two images uses the metaphor of dance in a way to show expression and emotion. For Raymond you have something that’s serious elevated positioning in black and white forming an arch shape and using there arms for the dials on a clock. In Pantone is expresses vibrancy, freedom and just shows the feeling of fun to express how they feel being in that particular environment.