"How 30 Great Ads Were Made" by Eliza Williams and published by Laurence King in March 2012 takes
readers behind the scenes in the world of advertising, showcasing 30 phenomenally successful campaigns from the last decade.
Fascinating not only for industry professionals but for anyone with an interest in how ads are made.
Technical information on how the ads were developed is accompanied by behind-the-scenes anecdotes from the creatives, directors and clients. The book features detailed accounts of how the ads were made and the problems encountered along the way.
Each campaign is illustrated with imagery showing the stages it went through in development – including sketches and early ideas that may have been abandoned (and have until now remained unseen), storyboards, animatics and photos from shoots, as well as shots of the final ads.
In addition to offering an insight into the working practices within advertising, the book also demonstrates how the industry is currently experiencing a period of rapid change, and shows the different skills that are now required to work in advertising.
Ads featured include: adidas Originals, House Party; Cadbury’s Dairy Milk, Eyebrows; HBO, True Blood; Skoda, The Baking Of; Sony Bravia, Balls; Sony Bravia, Paint and Wrangler, We Are Animals.
Eliza Williams is currently senior writer at Creative Review magazine in London, and also regularly contributes to magazines including Frieze, Art Monthly and Flash Art. She is the author of This is Advertising.