Throughout our primary and secondary research we have found that Cornetto is visually fun and light hearted. We want to emphasize that the brand is stemmed from a simple love story. Touching on our big idea of love, we have based our shoot around ‘Building memories with Cornetto’ relating to our creative idea. We want our image to exude simplicity and creativity to produce an engaging yet minimal image for our consumer to relate too. We have kept this in mind when planning our shoot from the placement and composition of the ice cream, through to the colours and typography on the final image.
We were inspired by the deconstruction trend within blogging in particular. ‘Things organized neatly’ is a blog that focusses on curating images in both an organized and creative manner, often referred to as the ‘OCD’ blog. Its appeal is almost clinical however, simultaneously emulating a certain humour. Another source of inspiration came from the photographer Erwin Blumenfeld. A master in composition and ambience, he focused on capturing the human form in a technical, conceptual way. His style of work stood out to us as we liked the high contrast he created around the women’s’ silhouettes and facial features. We think this effect can be applied to our Cornetto image. His use of strong lighting and compositing are what made his images so breath taking. We will also be capturing and emulating Blumenfelds innovation in photography for that time in the same way we hope that Cornettos innovation is going to be at the forefront of the frozen snack industry.
We have photographed an image of a deconstructed Cornetto to symbolise that even when people are not together a memory will always remain. Using the Cornetto to metaphorically symbolise memories and love, we hope consumers will link memories and love with the brand when in contact with it. We used the deconstruction trend as mentioned before to highlight all the elements of the Cornetto, we think this works well as it is not the normal visual of a Cornetto so stands out, this is also emphasised by the use of a plain background. By exposing the core of the product it shows that Cornetto is an open, honest brand and also exposes the chocolate plug which is symbolic to consumers.
On the whole we as a group are pleased with the final outcome of our photo shoot. If we were to recreate it we would include a more stylistic backdrop to the Cornetto itself or, have a variety of different images all with the same theme which would allow us to create a narrative or sequence when displayed on billboards etc.
The image will be placed on billboards in towns and cities it will also be surrounding the travelling Cornetto pod and at Bestival to help further promote the brand.