Art in advertising: An exploration of the process.

How does advertising work? Does it work? What role does art and design play? How do brands emotionally connect with consumers?

Psyop doesn’t pretend to have all the answers, but with a proven track record of creating some of the most artistic, well designed and successful messages for some of the biggest and most progressive brands in the World including the Cannes silver lion winning Happiness Factory series for Coke, the TV incarnation of the Cannes Gold Lion winning Beijing Olympics “Together” campaign for Adidas, Converse’s 100 year anniversary “My Drive Thru” music video & TV campaign, and MTV’s HD showcase “Crow”,  they are undoubted masters of putting the a-r-t into AdveRTising.

So how do they do it?

Carl Jung, who may have all the answers, said “Humans experience the unconscious through symbols encountered in all aspects of life: in dreams, art, religion, and the symbolic dramas we enact in our relationships and life pursuits. Essential to the encounter with the unconscious, and the reconciliation of the individual’s consciousness with this broader world, is learning this symbolic language. Only through attention and openness to this world is the individual able to harmonize his or her life with these suprapersonal archetypal forces.”

That makes a lot of sense to Psyop and is very relatable to what they do and how they approach their design process.

Through a look at some specific work they will talk about visual storytelling, how they investigate the world of dreams, myths and even folklore, and how they try and tap into symbolic analogies that are unique and valid to each project.

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