I chose Bass for his use of simple, geometric shapes and their symbolism. Many times, a single dominant image is alone to deliver a more powerful message. The shapes and typeface were often hand drawn by Bass to create a casual appearance, yet always packed with a sophistication. Bass is best known for his work in film. He started out in the industry doing poster design. He would go on to work with directors such as Alfred Hitchcock, Stanley Kubrick and Martin Scorcese and design classic posters for movies such as The Man with the Golden Arm, West Side Story, The Shining, Exodus, and North by Northwest. He moved on to creating impressive title sequences for many films, such as Psycho and Vertigo. The opening credits felt like animated graphic design.
The one part of Art and Copy, directed by Doug
Pray, that stood out to me was the Apple "think different" and iPod
campaigns that were shown in the documentary.
The “think different” campaign is one of the most
inspirational ads I know of. Relating the motto to pictures of past
heroes, explorers, innovators, and free thinkers added a level of authenticity
and made us recall the greatest people in history when thinking about apple
computers. I also think this campaign in particular helped bring Apple to the
super power they are today, and with only two simple words that technically are
not grammatically correct.
The iPod campaign was just out of
this world when it was first introduce. The use of color and negative space
made people see how the music felt and how it could make them feel. The color
choices also allowed for the white of it iPod and earphones to become instantly
iconic to an entirely new generation of technology.
After some research, I found that
Apple and Chiat/Day (now TBWA/Chiat/Day) have made some of the best ads
including the “think different”, iPod, and “Get a Mac” campaigns. TBWA/Chiat/Day
also has the coolest offices ever. I really enjoy the idea of businesses that
nourish creativity and reward it respectively.
