London International Awards
2022 Winners and Finalists
Bronze
Design
Use of Photography Campaign
Entrant: | Commonwealth // McCann, Detroit |
Brand: | Motown Museum |
Title(s): | "Flyin High", "Mercy Mercy Me", "Right On", "What's Going On", "What's Happening Brother", "Wholy Holy" |
Corporate Name of Client: | Motown Museum |
Client President: | Robin Terry |
Agency: | Commonwealth // McCann, Detroit |
Chief Creative Officer: | Gary Pascoe |
Executive Creative Director: | Bob Guisgand |
Creative Directors: | Mike Stocker/Robin Chrumka/Jacob Rosenburg |
Executive Agency Producer: | Steve Lyons |
Agency Producer: | Carol Upton |
Agency Project Manager: | Miya Petrovic |
Production Company: | Media Swing, Grosse Pointe Farms |
Description:
The historic and emblematic shots from the late 60’s on the left side of the page were very effective at communicating complex, non-verbal information.
When we started to search for their present-day equivalent, we were tireless in securing the right images. Not only did they need to convey the same sentiment as the 1971 photograph, but they also needed to meet some other technical considerations as well.
We wanted to be sure people could look at both images and quickly establish that history was sadly repeating itself. To accomplish this, we looked at everything including field of view, image balance, lensing, focal length and camera to subject distance. Out of respect, retouching was kept to a minimum. T
he only enhancements we made were to shift some of the color historic images to black and white to help quickly link them to the past.