Light My Fire

I've been reviewing a lot of the campaigns and designs that I have worked on, and I stumbled across this pain relief campaign. When I began working on this project, the idea was to abandon the traditional thoughts about pain relief. When I started digging into that dark side of the brain, I realized that sometimes, we are in such pain, or at least annoyed by it, that we'll do anything to get rid of it. That is when the campaign hit me. I sketched out my thoughts and away we went.

The idea was to take this almost printed instructional look and add some humor to it. I burned through a number of scenarios until I finally settled on three: A lighter to the hair, a hammer to the fingers and a mousetrap to the tongue.

The idea was to leave you knowing that there are all kinds of alternatives when it comes to pain relief, but there is only one that is a good idea to use – Advil. Normally, I tend to use photography over illustration, but in this instance, illustration was able to convey so much more than the photos did. Well, I guess If I could have the picture of the actual hair burning off – hmm....

My point is, when directing, there are tons of little decisions that factor into the quality and ultimately the success of the final piece and the campaign. Color, size, style, copyrighting – all of it impacts the piece. Execution and the thought behind the campaign impact the effectiveness of the campaign. In this case, we know that pain isn't something to laugh about. Giving people a laugh about how they choose their pain relief is definitely more enjoyable than a photo of some generic guy in a generic scene talking about how his back feels better.

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  August 16, 2007     1:23 pm     Marketing