Unlike our poster, which was designed to have an universal (and particularly commercial) appeal, the advertisement was targeted towards a more youthful audience, without much sound production experience, either those new in the industry or just plain hobbyists. As a result, the advertisement contained only basic information that allows the audience to instantly recognise the brand. The intention was primarily to get them excited and interested in our product, and so we focused on the transformation sequence - the idea of our product being able to transform bad sound into good sound - just add Milk.
The aesthetic was again designed to appeal to that target audience - although it lacks the crispness of the poster, it has an informality about it, and has a more organic feel, making the company as a whole seem more approachable, more human, and so more likely to appeal to those new to the industry, or not in the industry at all.
Finally, we went for a genre of music that conveyed a sense of purity while still appealing to the target audience. It was decided that the idea of the 'pure' sound was adequately conveyed by the transformation sequence, where the noise and altered levels of the song were 'miraculously' transformed into the pure, original song.
aaaaaaand some proof
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