It is said that the beauty of TV commercials lies in the fact that they tell a story in just 30 seconds. It is a challenge to tell such a story effectively and with a business purpose to boot. Print ads too tell a story, but without the aid of audio-visual impact. I feel it is doubly challenging to convey a story in a print ad because of the static medium and all that the…

The 2014 winners of  the New York Festivals have been announced. Going through the winning entries, I caught myself saying ‘wow!’ aloud and was left gobsmacked at the power of creative ideas. Many of the award winning entires showcased great craft in technique, a single minded idea and very often a convergence of many media to deliver a unique experience to the viewer. One such winner in the Print Advertising category is this interactive ad for…