AN EXPERT OPINION: THE IMAGE OF OBI DIY STORES IN PROMOTIONAL FILMS
CLIENT: JVM MAY 2008

EXCERPT FROM THE INTRODUCTION.

THE IMAGE OF OBI DIY STORES IN TV ADS SHOULD DO JUSTICE TO THE OBI BRAND'S HIGH STANDARDS OF QUALITY. IT IS THEREFORE IMPORTANT TO FIND THE RIGHT BALANCE BETWEEN CLEAR ORGANISATION AND COLOURFUL VARIETY. AT THE SAME TIME, THE DIY STORE MUST REMAIN CREDIBLE DESPITE EXAGGERATED AESTHETIC ELEMENTS. BEAUTY AND FASHION PHOTOGRAPHY CAN BE USED AS A REFERENCE HERE IN THE SAME WAY AS SELECTED INTERIOR AND RETAIL DESIGNS.

THE OBI COLOURS IN PARTICULAR CAN BE COMBINED IN A VERY ATTRACTIVE WAY. IN THE FILMS PRODUCED ALREADY, A FIRST ATTEMPT WAS MADE TO VISUALLY TRANSLATE VARIETY WITH A SIMULTANEOUS DESIRE FOR CHEERFULNESS. HOWEVER, IT IS NOT SUFFICIENT TO SIMPLY EQUIP THE FRONT OF THE SHELVES WITH ORANGE STRIPES. ON THE ONE HAND, IT IS RIGHT TO HIGHLIGHT THE LINES RUNNING INTO THE CAMERA AXIS IN ORDER TO CREATE DEPTH. ON THE OTHER HAND, THE ORIGINAL SHELVES AND DISPLAY WALLS APPEAR MAKESHIFT AND TEMPORARY AND LEAVE THE DOP UNABLE TO ILLUMINATE THE PRODUCTS CORRECTLY.

THE ELEMENTS ESSENTIAL FOR PRODUCTION DESIGN MUST BE COMBINED IN THE RIGHT WAY IN ORDER TO FIND TO A GOOD SOLUTION. THE CHOICE OF SURFACE AREA AND MATERIALS AS WELL AS ARRANGEMENT OF WALLS AND DESIGNS WHICH CREATE SPACE ARE JUST AS IMPORTANT AS DEALING WITH DEPTH AND LIGHT FITTINGS INTEGRATED INTO THE BUILDING.

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