Iconic Stacks, Leo Burnett’s campaign for McDonald’s

Iconic Stacks, Leo Burnett’s campaign for McDonald’s

Giulia Pacciardi · 5 months ago · Art

When we think of the brands and the way they advertise their products, the first thing that comes to mind is the logo.
Logos accompanied by colors, product images, claims and jingles that resonate in our heads forever.

That’s exactly what multinationals in every sector have accustomed us to and perhaps, thanks to this work that can only be combined with the operation of a jackhammer, is what has allowed the award-winning advertising agency Leo Burnett London to do the exact opposite and still achieve its goal.

With the help of designer David Schwen, the creative team stripped McDonald’s of everything that, from an advertising point of view, has always characterized it by creating the campaign Iconic Stacks and telling fast food products only and exclusively through its ingredients listed in words.
The work is inspired by Schwen’s project Type Sandwiches, a series of typographic posters in which the ingredients of the sandwiches are mentioned in the correct order of preparation.

The same technique was used for Leo Burnett’s campaign for McDonald’s, where all the most iconic meals in the US chain were reproduced using only stacks of words in the original font used by Schwen, the highly recognizable Helvetica.

The keyword of the entire campaign is simplicity, a choice made possible only by the recognizability of the brand and the products it has always created for its customers.

“When people have such a strong relationship with a particular product or company, sometimes the best approach is to let them remember that for themselves rather than tell them what we think.”

Iconic Stacks, Leo Burnett’s campaign for McDonald’s
Art
Iconic Stacks, Leo Burnett’s campaign for McDonald’s
Iconic Stacks, Leo Burnett’s campaign for McDonald’s
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Laura Kampman and her intimate self-portraits

Laura Kampman and her intimate self-portraits

Giulia Guido · 2 days ago · Photography

Laura Kampman is a young Dutch model, photographer and musician who, in addition to posing for some of the best-known magazines and working excellently in front of the lens, has shown that she can distinguish herself even staying behind the camera. 

Her passion for photography began at a very young age when she was about 13. Her practice and her work as a model taught her the rest: attention to light, shadows, perspective, other elements and composition. 

The work that most represents her double essence is the series of self-portraits. In these photographs Laura Kampman brilliantly manages to stand behind and in front of the camera opening the doors of her intimate moments and her true self. 

Laura plays with chiaroscuro, with her body and with the elements that surround her, like mirrors, interacting with them and suddenly you will feel as if you are next to her, in the empty rooms that serve as a background. 

Moreover, the use of analog with its grain that can only fascinate every time gives an even more sublime and intimate touch to the photographs.  

Below you can find a selection of photographs, but to discover all the works of Laura Kampman visit her website and follow her on Instagram

Laura Kampman and her intimate self-portraits
Photography
Laura Kampman and her intimate self-portraits
Laura Kampman and her intimate self-portraits
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Cinematography –  A Cure for Wellness

Cinematography – A Cure for Wellness

Giordana Bonanno · 3 hours ago · Photography

A fairy tale, thriller, horror, science fiction and action movie. A cure for Wellness is the most complex film Gore Verbinski has ever produced since The Ring and Pirates of the Caribbean, but certainly not the one he is remembered for.

Put this way it will seem strange the choice, but this time we decided to talk about the cinematographic aspect that certainly made the eyes of anyone who has already seen it enjoy it; it is here that Verbinski proved to be an “architectural” director giving us great perspectives and images that leave us breathless. Straight lines, geometric figures, shots without unnecessary smudges, in which the central vanishing point generates suspense, expectation and mystery.

It is told of a young and ambitious executive whose life is put to the test when, sent to retrieve the company director in a mysterious “wellness centre” in the Swiss Alps, he discovers a shocking secret about the “curative” spa treatments.

The scenes move along very long corridors that arouse the same feelings of curiosity, anxiety, uncertainty from which the protagonist is tormented; the result is an obsessive and labyrinthine work in which we are forced to get lost between flashbacks and digressions. All these rhetorical figures only confirm the moralistic message that the story wants to bring us closer to: the inconceivable monstrosity we are seeing is nothing but ourselves, a lazy and anaffective humanity, unable to take an interest in anything other than its own well-being.

With the help of excellent technical departments we enter a magical and disturbing atmosphere where the plot is narrated in an epic way and everything is shrouded in a shaded cloud of green and blue that detaches us even more from reality. The characters in Steve Gindler‘s photographs, known on Instagram under the name “Cvatik“, seem to have come out of Verbinski’s film: humans take on new features and live in a world different from ours.

Did you know: The building of the sanatorium is part of a former hospital complex. During WW1 many injured soldiers have been there, including Adolf Hitler.

Genre: Horror, fantasy
Director: Gore Verbinski
Director of photography: Bojan Bazelli
Writer: Justin Haythe
Stars: Dane DeHaan, Jason Isaacs, Mia Goth

Cinematography – A Cure for Wellness
Photography
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InstHunt – The 10 best photos on Instagram this week

InstHunt – The 10 best photos on Instagram this week

Giulia Guido · 47 seconds ago · Photography

Every day, on our Instagram profile, we ask you to share with us your most beautiful pictures and photographs. 
For this InstHunt collection of this week we have selected your 10 best proposals: @monia_marchionni, @isabelshooting, @odetteombra, @stupidfer, @saniko_photo, @elisamassara, @hic_appunti_mediterranei, @wonmin.9, @gioiadelprete, @albertoalicata.

Tag @collateral.photo to be selected and published on next InstHunt.

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Lo simple

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Monochromatic -part 2- 🍊

A post shared by Gioia (@gioiadelprete) on

InstHunt – The 10 best photos on Instagram this week
Photography
InstHunt – The 10 best photos on Instagram this week
InstHunt – The 10 best photos on Instagram this week
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InstHunt – The 10 best photos on Instagram this week

InstHunt – The 10 best photos on Instagram this week

Giulia Guido · 1 week ago · Photography

Every day, on our Instagram profile, we ask you to share with us your most beautiful pictures and photographs. 
For this InstHunt collection of this week we have selected your 10 best proposals: @_eleonoram_, @_gary0104, @marzialucca, @nio53, @carla_sutera_sardo, @emme.di.makoto, @marta.vultaggio, @marina_bocchetti, @giorgia_artino_photography, @augustinegirbalazparreen.

Tag @collateral.photo to be selected and published on next InstHunt.

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On the cloud ☁️

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vision's of Laos

A post shared by Augustíne Girbal – Azparréen (@augustinegirbalazparreen) on

InstHunt – The 10 best photos on Instagram this week
Photography
InstHunt – The 10 best photos on Instagram this week
InstHunt – The 10 best photos on Instagram this week
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