London-based Getty Images’ global creative insights & planning manager Jacqueline Bourke packed in a lot during her seven-day stay in NZ this week. The main purpose of her visit was to address meetings with ad agency groups, and to talk to Getty’s NZ army of photographers, videographers, illustrators, and audio producers.
But in between, she found time to catch up with an old school friend from Ireland (now an Auckland resident) and visit the Auckland War Memorial Museum, the Botanical Gardens, the Mt Eden summit (she walked the last part), Sky Tower, Piha – and a quick flat white with M+AD ed David Gapes at Santos in Ponsonby Rd.
Bourke is a leading authority on visual communications, spending her days analysing social, cultural and technological data to draw insights into how images work in innovative communications. As part of this role, she has been exploring the rise of wearable and mobile technologies and the impact it’s having on the sharing, distribution and volume of imagery – and the flow on affect on the media and marketing industries.
She says the more that people sit in front of screens and look down at little rectangles, the more they romanticise about the experiential and tangible items. “In fact, the more we use technology, the more important the sense of touch becomes – to swipe, click, tap and pull – to keep our other senses engaged,” she said.
Bourke has also agreed to write a piece for M+AD covering these topics:
- Upcoming imagery and aesthetic shifts that will change what we see in mobile brand communications this year and beyond
- The rise of first person storytelling via new technologies like GoPro and a breakdown of traditional photographic technique (i.e. the acceptance of blurry, eye level pictures with hands and feet in it)
- The best and most powerful imagery to communicate with viewers via a smartphone or smartwatch screen
- The new imperative for Australian brands to build impactful mobile experiences as 70% of mobile searches today lead to online action within an hour
- Why brands like Levis and Lurpak have achieved marketing success by nailing 2015 visual trends such as Super Sensory and The Explorer
This will be published in M+AD in the next week. Watch this space.
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