This campaign for Liz Lange was done by Carly Conrad (AD) Nicole Dumouchel (CW), graduate of the Creative Circus.
The art direction is pretty stellar in my opinion. I'd love to have something that looks like this in my book. The headlines do the heavy lifting in terms of communicating strategy, but the elegant, finely detailed illustration--extravagant as it may be--doesn't get in the way of the writing. A classic example of not sacrificing and not compromising both by the AD and the CW, working to create an excellent solution.
Thoughts on Liz Lange?
4 comments:
OK, I think this is a good product and I like the art direction. I am NOT sold on the illustrations however. They don't look professional enough for this brand, and in some cases the women look downright scary. The type treatment could also use some work. I liked the headlines for the most part. A good fashion illustrator could solve this, and I bet you could find one at any number of design schools willing to help. It's not that the illustrations are bad, it's that they're not as good as they could be.
Per usual, thanks for posting this stuff.
ditto much of what casey said. the headlines are good, but i'd love to see a different type treatment done. perhaps something hand-drawn to complement the illustrations. all in all, just lovely.
I agree as well, in regards to the Type. But I like the illustrations mucho. "Polishing" them would take away from the brands stylish and unique selling point. Any anyways, when it works it's pretty cool to see sketch looking art direction in a book.
Eh.. I'm a 34 year old woman, does this make me want to go and buy the clothes? I don't know. The situation that is visual is safe, and the headlines aren't. Where does that leave the target? I see this as being a perfect oppurtuinity for a visual solution. Women reading magazines are inundated with fashion ads, and if this is in a Mom mag, then this doesn't stand out enough.
My suggestion is have the focus be on the headline or the visual. The lines don't blow any socks off right now but that's because they are diluted by an interesting visual. Make the headlines the main, and olny focus or make this cool illustration cooler, and put these women in situations not expected for a pregenant woman, that thinks shes a blimp and wants to eat 10 kilos of pickles.
This campaign is at a fork in the road, either direction might be right but you cant go down both roads.
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