Creative Workshop Challenge 03—Time Machine
This was much harder than I anticipated. The challenge was to pick a print ad from before 1980 and redesign to to appear in one of the magazines from a short list. First, I went searching for vintage ads, and was lucky to find a ton of resources and archives of old advertisements. I chose to do my research first, rather than picking a magazine, because I figured if I found a good ad that sparked an idea, I could spin it for one of the magazines on the list.
I found a series of 1950s advertisements for Johnnie Walker whiskey on AdClassix (this website has a bunch of categorized, vintage ads—a very good source). I chose one that I thought I could use the tag line “This is where I come in” to put a modern twist on the ad for GQ magazine. I wanted to focus on the man with the red blazer because he dominates the vintage ad, so I tried to find a GQ-equivalent man, someone who has style, authority, and a little bit of mystery. I was able to keep the tag line, and I think it adds to the man’s authority by stating that he comes in with Johnnie Walker to run the show. I love the color scheme of the Johnnie Walker Red Label bottle, to I used that in the typography, boxes, and background. In the project guidelines, we were allowed to reinterpret photography, copy, and typography if necessary, which helped because I was able to ditch the holiday theme from the old ad, but kept the color emphasis with the red in the new one.
Am I totally happy with this? No—but who’s ever totally happy with a project? My biggest struggle was my lack of advanced knowledge of Photoshop. I wanted to manipulate the man’s image a little more, but I didn’t know how, so I worked with it as much as I could.