"Today's audiences are constantly bombarded with overwhelming visuals. Innovative filmmakers are counter-programming by sticking to the basics. Less can often be more in advertising, as long as the message is authentic and human. The audience doesn't need to see your entire bag of tricks in 30 seconds, says Filmsupply, which encourages creatives to keep it stupid cinematic. Simply put, filmmakers should trust their craft and rely on simple, easy-to-read visuals rather than overcomplicating the final product."
"For instance, Apple leans into the noise-cancelling capabilities of its AirPods in its Quiet the Noise TV spot featuring a woman walking in New York City, unaffected by heavy construction and bustling streets. The message is clear: noise cancellation without the added noise of other features or benefits. One challenge in going against the grain is securing buy-in from clients, the report notes. Filmmakers should be upfront with their design and frame the aesthetic as intentional."
Simple, human, authentic imagery and uncomplicated cinematic choices foster stronger audience connection than busy, overproduced ads. Filmmakers should prioritize clear, easy-to-read visuals and trust craft rather than showcasing many technical flourishes within short spots. The AirPods Quiet the Noise spot exemplifies focusing on a single benefit—noise cancellation—without layering other product claims. Securing client buy-in for minimal aesthetics can be challenging; filmmakers should present design choices as intentional and frame the aesthetic to clients. Ads should be treated like short films anchored in character, tone, and emotional logic.
Read at www.marketingdive.com
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