The specialty of advertising agency PIX MEDIA is advertising content creation for the companies of different market segments as well as working out of corporate brand style. The task of one of the latest projects was to make advertisement and promotional content for the capital Russian magazine City Magazine. We succeeded in finding novel approach to this task. We will tell about it further.
City Magazine is a printed business edition for the most successful and the richest people. Target audience of this periodical is somehow specific, that is why in the course of work on the project concept, we have focused on its particular qualities and basic requirements. The main objective of the project for the City Magazine was to prepare material for advertisement and magazine presentation. We also have decided to make a promotional video, which can be used as a PR means of this periodical, and which can be broadcasted through partners channels. Having collected all required information, out team started creation of the basic advertisement project concepts, which would be used as a basis in further work.
We have chosen complete photography as means of advertisement with the purpose to create an attractive image of the representative of target audience – a businessman. We have made high quality photos with suitable requisite and have prepared several patterns for the mass media publications and external advertisement. Preliminary work with project was complex and serious. Before we have started project implementation, our team paid much attention to small but significant nuances of the upcoming shooting. It gave an opportunity to reproduce the situations in the smallest details and most realistic so that it will become a key story part.
Since magazine content consist of five main sections (live, invest, work, travel and have a rest) we have designed each concept separately. Photos for each article were thought over very thoroughly and carefully. You can see that the smallest details of the appearance of the actors were taken into account (their hairdo, suits, looks) as well as locations (performance attributes, room conditions, and views from the windows). Everything fits corresponding atmosphere and tasks. The main character is a successful businessman. His image clearly represents the target audience of the magazine. To make it most believable and understandable, we have included all the constituents of his appearance. This image is the carrier of the core values of the representatives of business. He is elegant, neatly and stylishly dressed and he radiates confidence. Thanks to the work of professional stylists, the suits and accessories were chosen in accordance with the concept of thematic sections. Hair is in order so that his hairdo shows accuracy and restraint of the character. In such a way we have got the perfect appearance of the character who has embodied all the particularities of the successful businessman image.
An important moment of photography organization was designing of the customary conditions for the character. As the main character is a businessman, we have chosen the most suitable surroundings: Penthouse of Moscow city complex, status vehicle Bentley, etc. Thanks to these the character was in his ordinary conditions. Having made stress on such an important aspect, we succeeded to fulfill the main task – to show the bright and nice image of a serious and respectable businessman, who is familiar to the reader of the Magazine City. Each chosen type of the environment suits the theme of a certain part. For example, photos of the part “Live” depicts the character at home, photos of the part “Work” - in the office and in the car.
Thanks to an invincible quality, these photos can be used for the promotional activity of the City Magazine periodical. They can be used as means of content advertisement in the Internet and qualitative elements of outdoor advertising (billboards, firewalls, city-formats). This result is possible because of the team professionalism, top equipment and correct organization of shooting. All those aspects became the necessary conditions of the artistic conception embodiment and plot following. As for the technology, mentioned aspects have made all the photos highly qualitative. So it is possible to define the formula of successful City Magazine project: attention to details, realistic image, skilled use of the product-placement, high quality of photos. Using this formula as a basic concept, we have created advertisement content of the Highest quality.
