It’s goodbye to faux wood, felt and metal as Apple unveils a sleek new UI design for iOS 7 under the direction of celebrated Apple design chief Jonathan Ive. The new iOS 7 was unveiled today at Apple’s World Wide Developer Conference in San Francisco after months of speculation that Ive and team was about to ditch its increasingly outmoded attachment to skeuomorphism and move to a clean, flat color version already taking the industry by storm (i.e. Microsoft Windows 8 prodded along by superstar design firm Pentagram). A new tech minimalism is definitely well on its way. These may sound like small tweaks, but they combine to make iOS look elegant and grown-up. The design now feels like it belongs on a touchscreen. As Apple states, the higher purpose is to create “an experience that is simpler, more useful, and more enjoyable”. New features such as Control Center (organizes your most used apps), AirDrop (send photos faster vs. having to text or email), enhanced camera capabilities, better photo management and smarter multitasking were also announced along with the redesign. It’s all good but, should be interesting to see how this translates to the next generation of mobile devices (they have to have something up there well-endowed sleeves). Gotta love all the big boys embracing simplicity. Now, all we need is a cooler phone. We’re rooting for you, Jony…
Month: June 2013
Impactful clever
Smart and comfy… Ogilvy continues its fine work for IBM’s Smart Cities campaign with a series of outdoor ads which double as a shelter, seat and ramp. Clean, colorful and clever enough to get even the younger folks to take a second look. Thinking smart works…
Concept: return on investment
Value added… United Negro College Fund, Invest in Better Futures. In the College Fund’s recently released campaign, the value of investing becomes the new primary message of the organization. This is a relatively safe approach for the College Fund which has a long history of provocative advertising efforts. The new campaign does bring back students as a primary creative feature vs. actors and celebrity spokespeople which dominated in recent years. The new portraits are quite effective giving the effort a welcome more personal point-of-view. Copy is on strategy and well executed. Creative by Y&R with the Ad Council. In sync with the times certainly, but aren’t we becoming a little numb to the ole return-on-investment story…
Keep your eye on the ball
steps by iainacton. tgif…
Inspiration Spotted: Akio Nukaga, ceramicist
Master potter Akio Nukaga show at Heath LA. One of our fav smaller companies.
Trend Spotted: Catvertising
The evolution of advertising takes a dramatic turn. Profile of agency that has opened the world’s first cat video division. Time to ask what cat videos can do for the business!?!
Take a different angle
Climbing up | Land Rover. The luxury car manufacturer has teamed up with Architectural Digest to unveil a one-of-a-kind aluminium structure art installation, supposedly inspired by the 2013 Range Rover. Designed by Matthias Hollwich and Marc Kushner, the installation (in the meat-packing district) incorporates the same aluminium material as the 2013 Range Rover vehicle. The piece features the strong aluminium as light-weight blades or ripples elevate the vehicle. Frankly, gotta scratch our heads on this one. Good intentions, we’re sure. Certainly will be seen by an impressive number of New Yorkers and tourists (heavy on the tourists), but seems more than a bit off. Heads might turn, but will they roll…
Athletic, cute + clever
Nike Free Cat Flap. In this adorable installment, W+K and Nike team up with gymnast Gabrielle Douglas showing off the Nike Free TR Breathe shoe (designed to keep her feet cool). When locked out of the house, the gymnast stays perfectly cool and effortlessly finds a way in through the cat flap in the front door. Rounds out the series and certainly adds to the series’ clever quotient. The graceful integration of the products shots is just brilliant. And not that we are cat fans, but great supporting performance by the uncredited feline…
(Source: http://www.youtube.com/)
On the fly
Nike Free Fly Swatter. For the latest incarnation in the series, tennis superstar Roger Federer takes a swing at telling the Free story. And again, kudos for a smart, entertaining and effective series. Imposing music is Mozart’s Requiem Lacrimosa (nice touch with Federer’s bashing around the house). Darn shame about the fly…
Watch the claw
Series SPOTTED. Nike Free Toy Claw. Nike and the Wieden + Kennedy folks enlist track stars Ashton Eaton and Allyson Felix to demonstrate just how flexible the Nike Free 5.0 is. Very refreshing to see Nike take a break from the traditional superstar performance thing. These shoes are truly amazing for the everyday workout. Flexible as they say, letting your feet move more naturally, closer to the running barefoot trend. Great series of television spots. Watch ‘em all…
(Source: http://www.youtube.com/)
