Non geeks beware this is a talk about a peiece of software but bear with it until around 2 mins 30 where they show a digital verison of the Guardian complete with a BMW 'press' ad.
The user can continually zoom into the picture, getting more and more detail. Now, this particular ad has been created by software designers so it's devoid of an idea or much visual style. But if a great creative team got together with a digital dude you can imagine something quite special.
There have been rumblings elsewhere about whether digital is better than this or that and the Rooney poster not getting into D &AD. You can wonder about the vagaries of award decisions until you're blue in the face - it's like arguing with the referee after he has awarded a penalty against you - makes you feel better but ultimately pointless.
We need to move on and work out where the future great work is going to come from. Watch the clip - and then think what the ad could look like if you had that brilliant, fierce, evocative picture of Rooney instead of a BMW car.
James Cooper
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