Magic Archives - BOOM Creative

12 Feb BOOM MOTION: Quantum Theatre Q Ball 2020 “Circle of Enchantment”

Posted at 16:47h in Animation, Branding, Design, Event Planning

𝗕𝗢𝗢𝗠 was excited to have a chance to cast our spell on this year's Q Ball, Quantum Theatre's annual gala celebration. This year's theme was designated as "Ancient Magick" and elements like druid symbols, stone circles and earth magic were all thrown in the cauldron. Working...

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BOOM Creative is at BOOM Creative.

1 week ago

In modern marketing and advertising there are myriad vocabulary words and vernacular that as a rule, BOOM tries to avoid using. "Micro-conversions, sympathetic resonance, paradigm shift..." The list is endless and ever changing. These terms are devised by "experts" to justify their existence and make it seem like they're doing something different that is worth more money.

But there really is only one goal - to interrupt your day, make you aware of something, and hopefully you will buy it, or buy into it. That's it. It seems simple because it is simple. The ways to achieve that however, are very complex and challenging. And ever-changing.

For decades, the idea was to show someone more attractive and more potentially "perfect" than you, so that you'd imagine you'd be more like them if you used their toothpaste, their soap, their products.

For a while now, we've moved away from that tactic in order to "mirror" back the more average person as opposed to supermodels. It's the same goal - just a slightly different method. (If we show you YOU using the soap, maybe you'll be more likely to want the soap.)

Personally, I've seen and received more overall pushback on suggesting a more diverse pool of "real" subjects than we ever did in the decades that we used "perfect" models. Often we get asked why we're showing a heavy person, a rough-looking, tattooed person, a person of this or that color, or a person with a visible disability.

There is a resistance to "diversity" because diversity is REAL. There is a reluctance to embrace "inclusivity" sometimes because *some* advertisers still don't want their perfect product aligned with anyone who is "less than" in their eyes.

BOOM is extremely fortunate to work with some of the absolute most forward-thinking, inclusive, and open-minded clients ever. We're always being urged to be MORE inclusive and to reflect the diversity of the real world back in the stories we tell. That's rare. And we appreciate it. And every so often, we get a clear message back from the universe that it's not just a nice idea. It's good, solid, next-gen advertising practice.

Thanks to all our great clients who have allowed and fostered this kind of thinking. And kudos to @target for this particular moment and story.

I'm including the Go Fund Me link here that directly goes to assist this boy with Caudal Regression Syndrome. This is a marketing term called "Empathy". Feel free to contribute in your own way:

www.gofundme.com/f/baby-oliver039s-fundraiser?utm_source=customer&utm_medium=copy_link-tip&utm_ca... ... See MoreSee Less