Full Circle with Ciroc

It’s fun to end this course by going back to Week One’s activity.  Because of what we explored in Multimedia Design, this post will highlight some of the subtleties I missed the first time around.

We learned a lot about using color in this class. The designers of the black and white Ciroc commercial, however, used texture, lighting/shadow, and blurring/focusing images to draw the eye’s attention and evoke emotion (Golombisky & Hagen, 2010).

In White Space is Not Your Enemy, recommendations are given for choosing color based on culture.  I believe this commercial was specifically done in black and white to echo the culture of which Frank Sinatra was a part.

In this shot, we see the designers used asymmetrical balance and the rule of thirds. This makes an interesting shot (Golombisky & Hagen, 2010).  Notice everything on the table is slightly blurred except for the bottle of Ciroc.

In the second image, we see a dinner party as though it were in a diorama.  We peer in at the merriment.  The star above the table is a focal point.  If you want to party like a star, you'll choose Ciroc.

In the third image we do not see faces.  Indeed there are close-ups from a low angle that “force us to look at the subject in a new way” (Golombisky & Hagen, 2010).  This is an intimate shot.   It contrasts the more distant shot of the dining scene.  The party is heating up.  The image of one woman in a long glamorous gown and the other in a short, sparkling sassy dress communicates that at a PDiddy/Ciroc party (targeted at a diverse audience), a variety of beauties abound.

In this last shot, Ciroc takes center stage. Here the designers play with interesting highlights and shadows which result in compelling atmospheric images  (Golombisky & Hagen, 2010).

Work Cited
Golombisky, K., & Hagen, R. (2010). White space is not your enemy: A beginner's guide to communicating visually through graphic, web and multimedia design. Burlington, MA: Focal Press.