Turning photoshoot into digital brand expression
In spring 2020, Mindspace made the pages of architectural magazines with a creative photoshoot entitled Can’t Touch This. “The brief came from one of our European PR companies. They wanted to push a photography project and asked us to show interior spaces and visualize how Coronavirus will change the world”, Chen explains. But after sending it to magazines, he realized that the photoshoot can reach a broader audience. So, for a couple of days, Mindspace turned their photoshoot into a digital brand expression campaign using Readymag.
“March, April, and May 2020 the world was in a kind of hold, we really needed to do something out of the box to get people moving. We gained traffic, interest, and brand awareness, plus all sorts of leads. When we talk about it, it’s undeniable this was a fun and productive project,” —Chen Mizrach, Mindspace Creative Director
“Let’s take a common situation: you’ve finished 98% of your project, but aren’t sure of the best way to present it to your client. This was the story of my life as a designer. You create the most beautiful things, hand them to marketing, operations or sales, and then you see your work showcased on obsolete platforms. The Can’t Touch This campaign could have easily—so easily been a project on PowerPoint—but then it would be horrible. Let's guess that at least 50% of the people who were into the Can't Touch This campaign, wouldn’t have cared about it if it wasn't showcased in a convenient, accessible format,” explains Chen.
Tool for kinetic brands that value movement
Chen learned about Readymag a few years ago. “When I became a Creative Director for Mindspace, I realized it was the perfect tool for us. Now lots of people use Readymag all over the company: it comes in handy for investor presentations, marketing and sales presentations, as well as employee playlists that we make for team trips”, he says.
Nowadays, PowerPoints and PDFs don't fit for kinetic brands that value movement. If I’m developing a new brand for an online project, app, website—anything that's digital and has lots of video in it—it would be super strange to do the presentation in PDF. That’s why I use Readymag.
“For my projects, I’m always on the lookout for fun tricks or trends I can use, and I’ve always wanted a video scroll effect like Shots. Truthfully, the features I use the most in my layouts are GIFs from Giphy. Sometimes I also use semi-transparent GIFs, and you can’t even get what they are. Viewers are shocked. They’re like, “How did you do this 3D thing?” I'm like, “This is like a Giphy animation.” And I’m still building our brand representation with Readymag, but I think eventually I’ll create template slides for our sales and operations teams to work with,” adds Chen.
