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Old Meets New!

Posted by Workbook on 12/13/2012 — Filed under:  FeaturesHeadlinePhotography
By Britton Black

My quest for brand identity is ever evolving. I always knew I could take this topic of advertising and create period specific photographs, as if plucked from the past. Finding a commercial venue/platform for this style has been quite challenging. Let’s face it, how many modern commercial ads do we see replicating the Victorian era? Perhaps we all have our comfort zone, which is what we are used to. It is fair to say that most people can identify themselves with specific brands. Take Heinz Tomato Ketchup for instance. I am 10 times more likely to buy Heinz over any other ketchup. My whole family grew up on this particular brand, and has now become a standard in my family’s household. Heinz, like many other century old brands, has a special place in all of our hearts. Our subconscious mind identifies with brands and heritage, hence the purest formula of advertising. The most successful companies have weathered the last 100+ years, with the earned respect from their customers through the use of a great product and great advertisements to follow. Like Heinz, I want to produce a commercial ad which takes place in a far past lifetime; however, have a new product placement. I say, why not shoot our heritage of the past and bring that product into modern day with a happy union. Here is some behind the scenes of my carnival barker, Justin! The circus banner is an original Coney Island relic salvaged with 15 other banners. The shoot was for Marvel Mystery Oil.

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Britton Black is represented by Vincent Kamin & Associates.