The Enduring Power of Print Advertising: Absolut’s Iconic Campaign

The Longest-Running Print Ad Campaign

In today’s digital landscape, print advertising is often declared defunct. However, rumors of the format’s death have been greatly exaggerated. Some of today’s most iconic ads show no sign of the dreaded "pivot to video" – and perhaps the most iconic campaign of all is also the longest running.

The Absolut Story

A Absolut Vodka has produced over 2,000 variations of its "bottle" ad since 1980, in the perfect advertising encapsulation of the phrase, "If it ain’t broke…" And through sheer repetition, it managed to turn what could have been a one-hit wonder into one of the best print ad campaigns ever.

The Unique Bottle Design

The key to Absolut’s success lies in its unique straight bottle design, which has remained unchanged since its inception. Deb Dasgupta, Global VP of Marketing for Absolut, believes that this design is what makes the brand’s ads unique. "I think it’s so pure, it’s so simple, which also makes it a canvas for creativity and imagination, and also because the purity and transparency of the liquid in it. We’ve done so many limited editions and powerful collaborations using the bottle. Now there are so many bringing back heritage assets. But for us, it’s been there all along – we never got rid of it."

A Canvas for Creativity

The bottle’s simplicity has allowed for endless creativity and imagination, resulting in over 2,000 variations of the ad. From city-based designs for London and New York to collaborations with artists like Andy Warhol, the possibilities are endless. You can view every version of the ad ever made on the Absolut website.

Conclusion

The success of Absolut’s campaign is a testament to the power of print advertising. Despite the rise of digital media, the brand has managed to maintain its iconic status through sheer creativity and repetition. The unique bottle design has become synonymous with the brand, and its simplicity has allowed for endless variations and collaborations.

Frequently Asked Questions

Q: How many variations of the Absolut ad have been created?
A: Over 2,000

Q: How long has the Absolut campaign been running?
A: Since 1980

Q: What is the key to the campaign’s success?
A: The unique straight bottle design, which has remained unchanged since its inception.

Q: How can I view all the variations of the ad?
A: You can view every version of the ad ever made on the Absolut website.

The Artist is Valuable

Stanley ‘Artgerm’ Lau is one of the most established comic artists working today, having worked for Marvel, DC Comics, and game publishers such as Capcom and Square Enix. However, the rise in popularity of the best AI art generators has kept the debate around whether AI is good, bad, or workable for artists a constant discourse.

AI is Not Art

For Stanley, AI and its uses in art is a straightforward one – AI isn’t art, it can’t make art, and it isn’t creative. "I don’t agree that AI images are art,” Stanley states firmly. “I don’t consider them art because art is exclusively a human endeavour. You need to have a person who interacts and interprets the world through a very specific visual lens and then transforms that into art. That must be done by a human."

The Importance of Human Touch

Stanley sees a crucial distinction between AI as a tool in the creative process and AI as a replacement for human artistry. While he acknowledges the practical uses of AI in industries like animation and game development, he warns against mistaking AI-generated images for genuine artistic expression.

"It makes sense for companies to use AI to ease development – like animators using AI to fill in frames – but the final product should still have a human touch," he reflects.

The Artist’s Legacy

For Stanley, an artwork’s value is not just in the image itself but in the artist’s lived experiences and creative vision. "When people buy my work, they don’t just buy the image. They buy my legacy, my experience in life. They’re purchasing a piece of my life – that’s what gives it value," he reflects.

The Future of Art

Stanley compares AI-generated art to mass-produced goods: "In the past, many products were handmade – shoes, clothing, bags. Then machines took over. Now, if you want something handmade, you have to pay a premium. I believe the same will happen with art. AI-generated images will flood the market, but people will eventually return to valuing human-made art."

The Impact on Aspiring Artists

One of Stanley’s biggest concerns is how AI affects aspiring artists, especially those trying to break into the industry. "In my own circle, I see how AI is replacing roles." he says, adding: "In advertising, for example, there used to be visualisers who would create concept sketches. Now, AI can generate a visual brief instantly, reducing the need for those jobs."

Maestro and Servant

He doesn’t dismiss AI entirely, recognising that artists can mix the technology into their workflow, but he cautions against over-reliance. Stanley says: "Either the visualiser loses their job, or they have to adapt by learning AI tools. That’s fair, but artists must ask themselves, ‘are you driving the technology, or is the technology driving you?’ The relationship should always be that of master and servant. The artist should be in control, not the AI."

Conclusion

In conclusion, Stanley ‘Artgerm’ Lau believes that true artistry will remain a human pursuit, and using AI is not something that appeals to him. "If I ever incorporate AI into my work, I’ll forever be branded as an AI artist – there’s no way out. I’d rather preserve human creativity than succumb to the convenience of AI-generated shortcuts."

FAQs

Q: What do you think about AI-generated art?
A: I don’t consider AI-generated images as art because art is exclusively a human endeavour.

Q: How do you see the future of art evolving?
A: I believe that AI-generated images will flood the market, but people will eventually return to valuing human-made art.

Q: How do you think AI affects aspiring artists?
A: AI is replacing roles, and artists must adapt by learning AI tools or risk losing their job.

Q: What advice would you give to aspiring artists?
A: The most interesting part of art is the process – solving problems, creating something from nothing – so why would you outsource the most fun part of the creative journey to a machine?

Q: Will you ever incorporate AI into your work?
A: I wouldn’t want to be branded as an AI artist; I’d rather preserve human creativity.

The Art of 3D Character Creation: A Step-by-Step Guide

01. Creating a PureRef File

Before starting the 3D modeling process, it’s essential to create a PureRef file, a collection of reference images that will inspire and guide your project. These images can include clothing, head, female anatomy, and props that will help you set a course and save time. Every good 3D artist has their own collection of references.

02. Building the Blockout

To begin building the blockout, you can start with a sculpture from scratch or use a ready-made base mesh and modify it to fit the proportions of your concept. In ZBrush, I mainly use the Move brush, ClayBuildup to build shapes, Dam Standard to create depressions and folds, and Flatten for flat sections. It’s also crucial to use simple shapes, such as a belt being a cylinder and a head being a sphere.

03. Using DynaMesh and ZRemesher

To pose a character, you can either use a rigging system or employ a quicker process in ZBrush. I prefer the latter, using masks and the Gizmo tool to establish a pose, and then refining it with the Move brush if needed. It’s essential to pay attention to the fingers, shoulders, and pelvic alignment, as well as eye direction and head tilt adjustments. References will help you get this spot on.

04. [Insert next step…

10. Rendering Your Image

To render your image, I recommend using Marmoset Toolbag, although you can also use other rendering software like Blender. Start by uploading your model to Marmoset and adjust the scale if necessary. Arrange each material in order, taking into account the differences from Substance 3D Painter, since a different HDR format is used. It’s also useful to emphasize the silhouette, which can be done with an outline.

11. Setting-up the Lighting

To set up lighting, you can experiment with different lighting setups and techniques to achieve the desired atmosphere. For example, soft, indirect lighting can create a magical ambiance, while harsh, directional lighting can produce a dramatic effect. I use a standard setup with three light sources: a main source, one auxiliary light on the side, and a contour backlight behind the model. Experiment with the direction and power of each light source, and you can see how each works individually. In some areas, the lighting may not be enough, so you can add small light sources, but don’t overdo it.

12. Making Amendments in Post-processing

Once the lighting is suitable, render images from different angles and build a video. During post-processing, you can add effects such as a vignette, blurring, and sharpening. You can also play with camera settings to enhance the visual impact and storytelling of your render. Apply composition principles like the rule of thirds, leading lines, and depth of field to enhance the visual impact and storytelling of your render.

Conclusion

In this tutorial, we’ve explored the process of creating a 3D character model using ZBrush. From creating a PureRef file to setting up lighting and post-processing, we’ve covered the essential steps to bring your character to life. Remember to always pay attention to detail, use references, and experiment with different techniques to achieve the desired result.

FAQs

Q: What is ZBrush and how is it used in 3D modeling?
A: ZBrush is a digital painting and 3D modeling software used to create detailed, high-resolution textures and 3D models. It’s commonly used in the film, television, and video game industries.

Q: How do I create a PureRef file?
A: A PureRef file is a collection of reference images that inspire and guide your project. You can create one by collecting images of clothing, head, female anatomy, and props that will help you set a course and save time.

Q: What are some tips for posing a character in ZBrush?
A: To pose a character, you can either use a rigging system or employ a quicker process in ZBrush. Use masks and the Gizmo tool to establish a pose, and then refine it with the Move brush if needed. Pay attention to the fingers, shoulders, and pelvic alignment, as well as eye direction and head tilt adjustments. References will help you get this spot on.

A Hilarious Graphic Design Fail: The "S.F.X" Saint Francis Xavier Poster Debacle

A Unfortunate yet Amusing Mistake

Sometimes, the internet blesses us with a graphic design fail so unfortunate that it makes me question, "Surely that can’t be an accident?" One such case is a recent Instagram post from Gonzaga University students promoting Lives of the Saints, a weekly event to discuss the JPII Fellowship’s favorite religious figures. All was well until the most recent Saint of the Week poster dropped featuring prolific Jesuit missionary St. Francis Xavier.

The Design Disaster

While the series of poster designs is surprisingly slick, the creative formula hit a hitch when faced with the initials "S.F.X" and an unfortunately placed St. Francis (I’m sure you can work it out). Thanks to the design’s amusing and unsaintly new interpretation, it caught the attention of Redditors who reveled in the amusement.

The Internet Reacts

Taking to the r/graphic_design subreddit, users weighed in on the hilarious misstep. One Redditor wrote, "I dunno. Think they nailed it. I’m gonna give ol’ Francis a Google now." Another chimed in, "Ah but it gets your attention! I’d call it a successful design," while a fellow user praised the poster, writing: "100% intentional. Meant to grab the eye. Great design."

A Happy Accident or Virality Attempt?

Given the JPII Fellowship’s exclusivity, I’d say this is a hilarious happy accident rather than a stab at virality (although I do hope it has inadvertently upped attendance at Lives of the Saints). Whether it’s intentional or not, this creative mishap is a humble reminder to always get a second opinion, but as design fails go, this is without a doubt my favorite of all time.

Conclusion

This design fail is a great reminder to always double-check our work and get a second opinion. But let’s be honest, it’s also a fun reminder that even the best of us can make mistakes. And who knows, maybe this unintentional design fail will bring in more attendees to the Lives of the Saints event.

Frequently Asked Questions

Q: Is the design intentional?
A: The internet is divided on this, but it’s unclear whether the design was meant to be humorous or an actual mistake.

Q: Is this a successful design?
A: While the design may not be perfect, it’s certainly gotten attention and sparked conversation.

Q: Will this up attendance at Lives of the Saints?
A: While it’s unclear, the design has certainly generated buzz and may inadvertently attract more attendees.