Football hunger

Are you hungry?

NIKE quenches the thirst of its football fans with a video film that encapsulates football fever through visual expression, humour and famous sports celebrities.


Check it out here: http://www.youtube.com/user/NikeFootball/mytimeisnow

At first you think it's another one of those football ads. But NIKE seems to strike the balance between its brand and message well, scoring a goal when it comes to making ads that are visually impacting and memorable. Its simplicity and main focus on the aesthetics and feel of the video help to make NIKE express their brand and its culture effectively.

It almost seems as if you are watching a re-run of a computer football game. Viewers are immersed to feel like they are part of the NIKE ad and the NIKE football community to tease them to want to join in on the fun and play football. A teaser to get people into the Europe tournament kicking off soon. And perhaps to kick off youngsters to aspire to become professionals too?


Let's take a look at the ad.

Supporters chant and surround the whole stadium.
Football fans only want to be present at the best right?
Tackles highlight the players skills.
No football ad won't include the close up of a twisting and turning of a football. Do you agree?
The beat of the music keeps the ad rollin.
Most ads by NIKE tend to stick into your head? Tick.
Some sort of enigma from the beginning to catch your attention- Why the rush? Who are these players that are all making their way to the pitch? Football fans of course. Mischievous ones too. Making an appearance to break the 'only for the elite' ideology and impeding the 'anyone can play football' hegemonic value.
Minimal copywriting floating around at times. Only putting an emphasis when needed- note the attention to the fuel band during the slow motion period on LeBron James. Anyone own one by the way?

Bypassing the fancy yellow car. Nothing can be more important than a game.
Oh and the ending. Ronaldo turning up by the time the football crowd has moved on with a tshirt fit for a small boy. Not quite expected but it did bring in humour, didn't it?

Typical conventions have been used but the outcome of the advert is different to previous ads. A strong narrative structure makes it coherent. No wonder the 7 million viewer hits on Youtube.

Eye spy the little green man

Taipei City 2012

Who would of thought my eye would go to a universally recognised green walking man light in Taipei?

My first thoughts of the green light wasn't 'Time to walk across!'. I was faced with a confused interest thinking 'It appears almost comic'. Surprised by its fast paced walking movement, it made me rethink of how the visual language and how symbols are culturally relevant. The little man animated to walk in a haste at first seemed a bit strange but considering the fast paced living environment of Taipei City, it almost seemed more suited to its environment and its culture. Perhaps the citizens would be able to refer to this green man better than others? Because this is considered universal symbol, it makes me question why is there differences in the shape of the figure and the pace of walking? Is it better to have localised symbols within universal signs? Does it promote cultural stereotypes? And if so, should they be accepted or are they undermining?

Turns out, I was blinded by the fact that it appears that there are numerous designs of the walking man    (and shall I say women) for some cities. Check out the hasty New Yorker with the forward leaning stance!

Degree show, D&AD and Online portfolio

D&AD Old Spitalfields Market

 My work showcased at D&AD New Blood 2012

My work was showcased at D&AD's New Blood which was held at Old Spitalfield's Market in London on the 27th-28th June.  I was very proud to be a part of the event and took every opportunity that I could to attend as many talks and workshops that took place. When do you get a chance to step into an agency, get a feel of their work environment, the industry and most importantly learn from the professionals who have made a career in the design industry? I certainly recommend all first and second year students to go to D&AD as I that I have learnt so much from the experience and have noted down reams and reams of advice that the industry professionals have passed to me.

Loughborough Visual Communication Degree Show

I would like to Thank all those who visited Loughborough's Visual Communication Degree Show and to those who have contacted me by seeing potential in me and my work.

I have worked on creating an online portfolio so that people can feel free to view my work.

http://www.behance.net/miyakekasumi

If you would like to contact me please do not hesitate to contact me via email at: miyake.kasumi@gmail.com.

I would be very happy to hear comments and receive feedback so that I can learn from them and improve my work.