Dream Factory CEO Paulo Cigagna recently returned from a brief trip to Canada. While flying all over the place, Paulo got sucked into the same routine we all do. Board the plane, sit down, fidget into a semi-comfortable position, get bored, flip through the Sky Mall.
This was no ordinary Sky Mall, however. This Holiday 2009 edition Sky Mall is different because within its pages is an advertisement created by Dream Factory Productions for Bolt projector phone from client Logic Wireless. Paulo brought a copy back with him to DFP (they’re free to take, I swear) and I chatted with Danielle Fleming who designed the ad. Here’s a link to the ad followed by some of Danielle’s thoughts regarding it:
Thoughts from Danielle:
- The ad needed to communicate the phone’s usability and simulate the use of its primary differentiator, that being the phone’s ability to project images and videos onto walls.
- We decided that the ad needed to be straight to the point and list the phone’s benefits and features. That’s the best way to get the message across in Sky Mall where attention spans are limited.
- When creating the logo for Logic Wireless, I went through a number of different images, but always came back to the owl. This is because owls are a symbol of intelligence, and by extension, logic.
- I used blue as the color for the owl and the Bolt name to give the phone a business-like feel. This phone is not just for gadget geeks, but also for businesspeople, so the logo had to reflect that
