Monday, September 14, 2009

The Power of Visual Storytelling

The top television commercial for the year didn't use a single word except the name of their product, Coca-Cola, on the bottle and cap and a small tag at the end that simply says "open happiness". This is an example of the power of good visual storytelling, strong story-boarding and superb digital animation.

Click on the heading above to see the commercial.

The advertising firm Wieden + Kennedy and Psyop won the Emmy Award for Outstanding Commercial for Coca-Cola's "Heist" at the 2009 Creative Arts Emmys, Saturday, September 12 in Los Angeles. The winning spot, directed by Psyop's Todd Mueller and Kylie Matulick, features a crew of clever bugs who make off with a sleeping guy's bottle of Coca-Cola, and debuted at this year's Super Bowl.

"Heist" was chosen for the Emmy over Goodby's "Wedding" for Sprint, Amex "Airport Lounge," out of Ogilvy and starring Tina Fey, another 30 Rock star vehicle "Alec in Huluwood," out of Crispin, two Bud spots out of DDB Chicago, "Circus" and "Magazine Buyer," as well as a pair of Wieden's other efforts, Nike's "Bottled Courage" for Nike and Career Builder's "Tips."

Other industry-related winners include DUCK director Jamie Caliri, who earned the Outstanding Main Title Design for his titles for Showtime's United States of Tara, a pop-up book style intro that depicts the calm-to-chaotic shifts in the world of the show's main character, a single mother with multiple personalities.

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