Christian over at Zeppelin Repair posts today on a new poster by design student Olly Moss, whose re-thinking of the poster for The Deer Hunter brings a brand new perspective to a 30 year-old film.
The original Deer Hunter poster, 1978
Olly Moss' reinterpretation, 2009
Some years ago, I was enamored of the idea of founding a music magazine that would review and cover only backcatalogue – something akin to MOJO for the criminally-overlooked and never-reissued. These reviews would live in a contemporary context, such that records that were ‘ahead of their time’ might be reviewed or listened to in an entirely different light. I even contemplated allowing labels to advertise with their original, and often unsuccessful, older ads.
This, of course, never materialized, as I became occupied with work and family matters. Today, there are literally dozens of sites dedicated to precisely this undertaking – and succesfully.
The premise of both the poster and the magazine work because of one simple notion: New is entirely contextual. It is rooted not in a product or service itself, but rather in our experiences with that product or service.
If I have never before encountered an object, it is new to me.
If I have never before experienced an object in a particular way, it can be new to me.
I think we often believe, in the rush to introduce freshness into a brand (or into the marketplace), that ‘newness’ must reside in the product. All too often, it is the changes to the manner in which we experience that product, or the time at which we encounter it, that is the shortest path to a new, fresh experience.
Related posts:
- Imagineering Customer Service
- Two Toys: Trading Up vs. Trending Up
- Seven Inches of Hard Experience
- Upping the Ante on Interesting
- Ambience as Ambiance