The best creativity is embracing the dark side in many different ways this week, writes LBB’s Alex Reeves
Maybe this is just my goth tendencies talking, but I love it when creativity faces up to the darkness of reality. So lucky me, because there’s plenty of that knocking around in 2020. And creative people and companies have been harnessing it well this week, turning it into beauty and positivity.
Apple’s latest master-crafted film reminds us of how many secrets, dark or otherwise, we all want to hide from people or companies who might exploit them. Coors Light gives us a brief flight of fancy before reminding us how soul-crushing life can be right now without a beer in hand. And that’s life for people lucky enough to have jobs - Red Wing’s laudable initiative to support unemployed people in finding new jobs reminds us of yet another horseman of the Covid-19 apocalypse.
Even Adobe’s first UK ad for its Creative Cloud taps into it. It might seem to be looking at the world through a lens of wonder and possibilities, but strip away the beautiful colours and fantasy and you’re left with the bleak mundanity that the brand is offering a cure for. Then Magnum China went and partnered with imma, the most famous virtual human in Asia, which is exciting but with some pretty dark undertones. Belgian TV channel Canvas released two very moody films, not happy-clappy at all. And then there’s a new FKA twigs video. And she’s not exactly known for her effervescent optimism. She has a sword named Lilith and as you can see in the video, she knows how to use it.
"I Hate Working Here": Apple Overshares in Amusing Privacy Ad
Noam Murro and Coors Light Make Your Virtual Conference Background a Reality
Red Wing Shoes is Turning Its Stores into Job Hubs with #LaborDayOn Movement
Adobe's First Creative Cloud Spot Invites You on a Fantastic Voyage Through Photoshop
Magnum China Partners With Virtual Human for Tasty Launch of New Flavour 'Magnum Matcha'
Lieven Van Baelen Captures the Power of the Storyline for Belgian TV Channel Canvas
Hiro Murai Splits FKA Twigs in Two for Spectacular Martial Arts Video