This book takes readers behind the scenes in the world of advertising, showcasing 30 phenomenally successful campaigns from the last decade. Fascinating not only for industry professionals but also for anyone who is curious about this creative process.
Technical information on how the ads were developed is accompanied by anecdotes from the creatives, directors and clients, with accounts of how the ads were made and the problems encountered along the way. Each campaign is illustrated with imagery showing the stages it went through in development – including sketches and early ideas that may have been abandoned, storyboards, animatics and photos from shoots, as well as shots of the final ads.
In addition to offering an insight into the working practices within advertising, the book also demonstrates how the current period of rapid change is influencing the skills now required to work within the industry.