By Ben Carroll  A bunch of us creatives took a quick lunchtime jaunt over to the Getty Gallery to attend the Drum Network hosted talk...

Creative in Focus

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By Ben Carroll 

A bunch of us creatives took a quick lunchtime jaunt over to the Getty Gallery to attend the Drum Network hosted talk, Creative in Focus

A look at the predicted visual trends of 2016, Jacqueline Bourke gave us a whirlwind glance behind the curtain of the Getty Images machine and offered us an intriguing glimpse into the rapidly-rising visual trends that we can already see echoed in our own work.

Six trends were identified and discussed, with a look at the search terms that indicated their popularity, examples of their cultural pervasiveness, and a few choice examples from the Getty collection.

One particularly interesting insight into the success of these trends is their ability to work well on the smaller screen. Mobile viewing now means that su

Each visual trend was so interesting that I’ve worked up a little breakdown of them all…

THE TRENDS


Outsider In -  
What’s it all about?
Celebrating the rebellious, this imagery revels in doing things differently. This is the rise of the weirdos.
What are people searching for?
Bold choices. Rebellious. Stand out from the crowd.
Where have we seen this?
Politicians are currently painting themselves as outsiders. Films about rebels are everywhere (Hunger games, Star Wars, The Revenant). Amy Schumer and Miley Cyrus are current queens of this trend. Even big business now celebrates the outsiders.
How are brands using it?
Trulia created an ad to help you find the perfect home for the weirdo in you – basically explain a bit more because people might not be bothered to watch it - #Trulihome
https://www.youtube.com/watch?v=lZR0O_xqVpg
Are we starting to see this in our own work?
We’ve seen a huge rise in working with more maverick philosophies, particularly with our whisky brand, Glenfiddich
  

Divine Living 
What’s it all about?
A meeting point of spirituality and luxury. Mashing together premium with the ethereal. Presenting consumers with products full of emotion and meaning.
What are people searching for?
Integrity. Mindfulness. Good deed. (A decline in searches for the term ‘selfish’)
Where have we seen this?
Justin Bieber’s latest album cover. The Apple store becoming the modern day temple. Pantone’s colours of the year – Rose Quartz and Serenity.
How are brands using it?
UBS entrepreneur print campaign
Are we starting to see this in our own work?

The 2016 Hyundai Genesis ad “Sanctuary” was held up by Getty as a prime example of this trend. https://www.youtube.com/watch?v=U4Ur7kDn6lU


 
Extended Human 
What’s it all about?
While many technological images prey on our anxieties about A.I, this interesting approach to tech, this trend sees tech making us more human rather than less.
What are people searching for?
Wearable tech. Robotics. Drones.
Where have we seen this?
The TV series Humans and the film Ex Machina perfectly capture how we are currently feeling about future tech. Elon Musk represents this in business. Many houses currently own a BB8 toy or a drone. Are humans developing an emotional attachment to robots?
How are brands using it?
North Face – VR shopping experience
Are we starting to see this in our own work?
Our ongoing strategy for Hyundai is very relevant to this trend. We’re very interested in looking at how we can humanize technology, bringing relatable, emotional moments back to the world of innovation.  


Messthetics  
What’s it all about?
Harnessing the power of the messy, this trend takes on a beautifully ugly, visceral aesthetic.
What are people searching for?
Grit texture. Messy floor. Distressed texture.
Where have we seen this?
Smaller screens have driven us to appreciate imagery of a more sensory nature. The more time we spend in a screen the more we crave sensorial imagery
How are brands using it?
Imperfect Produce
Are we starting to see this in our own work?
We are starting to see this look creep into the art direction for some of our work. Glenfiddich in particular should start to see some of this messier, more rebellious aesthetic in some areas. Luxury product shots, while previously characterised by cleanliness, are bre


Silence Vs Noise 
What’s it all about?
Very much the antithesis to Messthetics. this trend gives consumers some space away from all the clutter. Characterised by soft colour palettes and white space. Less is more.
What are people searching for?
Simplicity. Complex to simple.
Where have we seen this?
In an increasingly cluttered, always-on world, sanctuary is found in isolation. Contemporary minimalism continues to be the look of choice for the luxurious.
How are brands using it?
Kit Kat’s Christmas Break
Are we starting to see this in our own work?
Much discussed around Christmas in particular, an interesting conceptual area now seems to be cutting through noise with unexpected silence.


Surreality 
 What’s it all about?
Taking its cues from surrealism, this trend looks to visually represent our complex digital lives in increasingly creative, abstract ways.
What are people searching for?
Virtual reality. Surreal landscapes. Dreaming.
Where have we seen this?
Banksy’s Dismaland turned the art world upside down. Again, Miley Cyrus was held as an example as she rebrands herself. Fashion label MSGM is popularising surreal styles.
How are brands using it?
VW’s blind spot ads
Are we starting to see this in our own work?
This trend could not be more relevant to Hendrick’s, although arguably this ‘antidote to the ordinary’ Gin brand should probably be given credit for the rise of this trend, surrealism being integral from it’s inception.






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