ron salmon portfolio
Post on 21-Oct-2014
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DESCRIPTION
As a creative of over 20 years, here is a sample of some of the brands I have worked on. I have a passion for strong ideas, and I am very fond of photography. I believe that the idea is everthingTRANSCRIPT
RON SALMON
ARTDIRECTOR
Poster
ARTDIRECTOR
RON SALMON
RON SALMON
ARTDIRECTOR
Poster/Martini Ideallyknownforit’sfashionablereputation,Martiniwantedtobuildonit’shistoryforbeingthechoiceofthebeautifulpeople.Thesepostersoriginallyranduringthecanfilmfestivalafewyearsago.Shotinblackandwhiteandprintedinsilver,thepostersstoodoutintheRivierasun.Thethemewasbasedonthestyleofpastmoviestars.Thetypographywasdesignedtoreflecttheposterdesignoffilmsofthestylishforties.Otherpostersinthecampaigncanbeseenoverthenextpages.Theseposterswereawardedforthereartdirectionandphotography.
RON SALMON
ARTDIRECTOR
Poster/Martini
RON SALMON
ARTDIRECTOR
Poster/Martini
RON SALMON
ARTDIRECTOR
Poster/MercedesBenz/Park. “Forwhoeveryouare”thispropositiongavetheteamandIthechancetoexplorethelifestyleofthemoderndayMercedesBenzcustomer.ThisadwaspartofacampaignwhichwentoutinlifestylemagazinesandSundaypress.It’smainfocuswastoshowhowthenewrangeofMercedesBenzfitintothewayyoulive.Thisideawasextendedonline,whereyouwereaskedaseriesoflifestylequestions.AMercedesBenzwasthensuggestedfromtherangewhichmatchedyourlifestyle.
RON SALMON
ARTDIRECTOR
Poster/MercedesBenz/NewE-Class. ThenewE-Classistheluxurycarthatsetsthestandardforallluxurycars.It’snewtechnologyandsafetystandardssetthepaceforit’srivals,butwiththenewtwistinit’spricing,italsomeantthataffordingsuchluxurywasnowavailabletomorepeople.Thisposterwaspartofthe“Forwhoeveryouare“proposition,backedbyTV,radioandonlinepresencewemanagedtotargetit’snowwideraudiencewithgreateffect.
RON SALMON
ARTDIRECTOR
PressCampaign/NissanUK. TheNissanPatrolistheworkhorseoftheir4x4range.Aimedatamasculinehalfofthe4x4market,thiscampaignsetsouttofeaturethemanyattributesofthePatrol.Theseadsfeaturedinweekendsuplimentsandcarmagazines.
RON SALMON
ARTDIRECTOR
PressCampaign/NissanUK. TheNissanPatrolistheworkhorseoftheir4x4range.Aimedatamasculinehalfofthe4x4market,thiscampaignsetsouttofeaturethemanyattributesofthePatrol.Theseadsfeaturedinweekendsuplimentsandcarmagazines.
RON SALMON
ARTDIRECTOR
PressAd/HypoVereinsBank. HypoVeriensBankisafinancierofbigbusiness,theyarethenumberoneGermanplayerwhenitcomestoassetmanagementandwithover111billionineuropeaninvestmenttheyarethelargestfinancierforSME’sinGermany.Thestrapline“Mitunslautnachdenken”directlytranslatedmeans“Thinkloudlywithus”andthefishinganalogysuggeststhedifficultyinbeingintherightmarketattherighttime.Thisadoutlinestheabilitytobeonthenextfinancialgainwiththeadvisethisbankcanprovideandthusisspeakingtofinanciersandthewealthyentrepreneurs.Theadswerepartofapaneuropeancampaign,aimingtoattractmorebigcustomers.
RON SALMON
ARTDIRECTOR
PressAd/HypoVereinsBank
RON SALMON
ARTDIRECTOR
PressAd/Martini...Theseadswereshotforfashionpress.Theadsaredeliberatelyabitedgy,italladdsuptotheexoticworldofit’stargetmarketineuropeandtheUS.Thethreedotseludetotheprovokingthoughtofwhathappenednext.Theposteronthefollowingpageispartofthesamecampaign.
RON SALMON
ARTDIRECTOR
PressAd/Martini...
RON SALMON
ARTDIRECTOR
DesignBDDHCredentials/PartnersColumnsdesign.AsheadofArtatPartnersAndrewsAldridge,Iwasinvolvedinallinternalcommunications.Workingwithateamofdesigners,wecameupwiththisseriesofbrochuresandcasestudiestoselltheagencysdesignarm.Aswellasartdirectionofthework,thenextspreadfeaturessomeofmyworkonHarleyDavidson.
RON SALMON
ARTDIRECTOR
InsideSpreadBDDHDesignPortfolio/HarleyDavidson.
RON SALMON
ARTDIRECTOR
DesignBDDHCredentials/CaseStudy.EachcasestudyfeatureddesigncampaignsandmarkswhichthePartnersgroupworkedwith.Theyalsofeaturedbrandandadvertisingcasestudies.Travelcare,onthenextpagewasabrandwhichIoversaw.OwnedbyCO-OPgroup,itwasthebar-gaintravelarmensuringvalueandgreatdestinations.Examplesoverpageshowmyworkonthewebsite,andthemanagementofthemarkitself,whichwasguidedbystrictdesignguidelineswhichaspartofateammanagedbymyselfandtheheadofcopy,wereputinplace.
RON SALMON
ARTDIRECTOR
DesignBDDHCredentials/CaseStudy.EachcasestudyfeatureddesigncampaignsandmarkswhichthePartnersgroupworkedwith.Theyalsofeaturedbrandandadvertisingcasestudies.Travelcare,whichIoversaw,isownedbytheCO-OPgroup.Thisisthebargaintravelarmensuringvalueandgreatdestinations.Thiscasestudyshowsmyworkonthewebsiteforthebrand,andthemanagementofthemarkitself,whichwasguidedbystrictdesignguidelines,whichaspartofateam,managedbymyselfandtheheadofcopy,wereputinplaceforbrandconsistency.
RON SALMON
ARTDIRECTOR
PressAdDebenhamsFashion.IntheearlynaughtiesDebenhamstooktheboldmoveofrepositioningthemselvesasBritain'sfavoritedepartmentstore.Inabidtoattractmorehighprofiledesigners,andthereforeabetterchoiceofproducts,wedesignedahousestylewhichwecouldadaptasneededtoadvertiseeverythingfromhomeweartohighfashion.Thesearetwoexamplesofthelaunchcampaign.
RON SALMON
ARTDIRECTOR
PressAdDebenhamsFashion
RON SALMON
ARTDIRECTOR
DirectMail/HultonGetty. HultonGettyholdsomeoftheworldsoldestimages,andsomeoftheworldsmostcurrent.Mytaskwastoinformthecreativeofthisworldofbothfactsandpersuadethemtousetheserviceforstockphotography.Theresultwasoversizedpostcards,ascreativelikestickingthingstothewallsofthereoffices,Iusedthismethodtoadvertisetherangepfpicturesavailabletothecreativeindustry.Alsobybuildingtheageoftheshotintothemailingmadetheoveralleffectmoreengaging.Thereverseofthepostcardsdeliveredtheinformationandcopyforthemailer.
RON SALMON
ARTDIRECTOR
DirectMail/HultonGetty. HultonGettyalsohadmanyservicesavailablewhichthecreativeindustryneededtobeinformedof.Thismailer,whichagainwasdesignedtobestuckonawall,carriedinformationabouttheredigitisingserviceofferedtorestoreoldphotography.Whilstoverpage,themailerinformedcreativeabouttheindexingserviceavailableforspeedysearches.
RON SALMON
ARTDIRECTOR
DirectMail/HultonGetty. HultonGettyalsohadmanyservicesavailablewhichthecreativeindustryneededtobeinformedof.Thismailer,whichagainwasdesignedtobestuckonawall,carriedinformationabouttheredigitisingserviceofferedtorestoreoldphotography.Whilstoverpage,themailerinformedcreativeabouttheindexingserviceavailableforspeedysearches.
RON SALMON
ARTDIRECTOR
Poster/TheKennelClub. Establishedoveronehundredyearsago,theKennelClubhasestablisheditselfastheauthorityonallthingsdog.Theyformedthebiggestdogshowintheworld,betterknownasCrufts,andtheystrifetomakearealdifferencefordogs.Thiscampaignwasanawearnessexcersisetoeducatethegeneralpublicabouttheworktheydo.Theydosomanythingsthatitisalmostimpossibletotellthepublicinanadoraposter,sotheideawastolinkthepublicwiththeirwebsite,whereawealthofknowledgewouldbefound.Radio,Directmail,andonlineviralswerealsousedtofinishthestoriesseenliketheoneabove.Thishasbeenaverysuccessfulcampaign,andanextensiontothecampaignisplanned.
RON SALMON
ARTDIRECTOR
Pressad/TheKennelClub
RON SALMON
ARTDIRECTOR
DirectMail/ThreeBarrelsBrandy/Diageo. ThreeBarrelswhiskywantedtoextendit’smembersbase,recentresearchhadshownusthatdrinkersofthisproducthadtherespecialplace,timeofday,orchairwheretheywouldsavorthetasteandreflectonthingsmeaningfultothem.ThisisaMGMpack,thetypographywasusedinavisualelementtoportraytheideathatthiswasaspecialtimeofdayfortheconsumer.Ontheinsideofthepackonthecoverofthemailer,asunshadewasformedintypetoindicatetheprizeofaholiday,Aletterandaformtodatacapturewasusedtoformtheinnardsofthepack.
RON SALMON
ARTDIRECTOR
DirectMail/ThreeBarrelsBrandy/Diageo. ThispackwasdesignedtowellcomethenewcustomersofThreeBarrels.Thetypeonthepackagingreflectedthevaluesofatypicalmember.Accord,Family,Harmonyetc.WhilsttheCDcarriedmusictoenjoytheexperienceto,mainlymusicfromtheiryouth.Datacapturewasusedagainandadrawwasdevisedwheretheprizewasaveryexpensivedecanter.
RON SALMON
ARTDIRECTOR
PharmaceuticalCampaign/GSK. GSKcarriedoutasurveytotryanddeterminethelevelsofAsthmaintheUK.Whattheyactuallyfound,wasthatahighpercentageofsocietybelievethattheyareincontroloftheirAsthma,andarenot.TheAsthmacontroltestwasdevisedbyGSKtotryanddetectthesepeopleandgivethemtherighttreatment.Twoaudiencesweretargeted,Doctorsandconsumers,doctors,tosuggestthetesttoanyonewhoseemedasthoughtheyneededhelp.Andconsumers,whohavethesymptomspointedoutinthecommunications.Theidea,asimpletest,theansweraimingattryingthetesteachtime.Ichosetheillustrationstyletomakeaheavysubjecteasiertotakeonboard,andmoveawayfromtraditionimagesusedinthissector.
RON SALMON
ARTDIRECTOR
PharmacuticalCampaign/GSK/
RON SALMON
ARTDIRECTOR
PharmaceuticalCampaign/Sensodyne.Thethingsweeatandlovecanharmourteeth,asciderosionisthewearingdownofourenamelonourteeth.Andit’scausedbyWineandotherfoodshighinacid.Thisadwasdesigntomaketheconsumerawareofthisproblem,itwastheprecampaigntothemaincampaign,whichyoucanseeoverleaf.
RON SALMON
ARTDIRECTOR
PharmaceuticalCampaign/Sensodyne. ThesolutiontoAcidErosion,ProNamel.ThiscampaignwentoutinnationalpressandwassupportedbyTVwhichwashandledbyourmainMcCannsagency.
RON SALMON
ARTDIRECTOR
Pressandonlinebanner/BBCWorld.BBCWorldisthebusinesstravellerslinktotheukandworldnewsasithappens.Thesebannerswheretocommunicatethenewsprogramsonthechannel.Theycouldbeenadaptedtopressadsandaspopupbannersonline.
RON SALMON
ARTDIRECTOR
PosterCampaign/BBCWorld.Thispostercampaignwasaimedatthebusinesstraveller,it’smainfunctionwastopromoteitselfontheimpartialbroadcastingthechannelisknownfor.It’srivals,suchasCNNdealwiththedramaofbroadcastingandsotheBBCwantedtoaverystraighttalkingcampaignwhichwasalsoidentifiedwiththeintelligenceofit’sviewers.Asanartdirector,Icanalsowriteaheadline,theseexamplesdemonstratethis.
RON SALMON
ARTDIRECTOR
PosterCampaign/BBCWorld.Ihopethiscollectionshowsthebreadthanddepthofmyexperience.Ibelievethattheideaiskingandwiththeex-perienceIhavegained,IamnowreadytomoveintoacompanyIwouldliketomakemycreativehome.
THANKS !