Essentials is an editorial program on the Adspace Digital Mall Network. Playing every 2 minutes, the 12-second spots display products picked by Adspace's Style Experts as "must-haves" for the season. Often employing minimal movement, the products are the heros of the spot. Unlike Adspace's Trend Alert program, Essentials features one product per spot, which is meant to exemplify the best that is available.
Essentials is updated quarterly with a selection of products. The challenge is to come up with a creative motion solution to present the products in a complimentary way. The five sets of examples below; Driving shoes, holiday, skincare, sunglasses and shoe boxes, all feature different approaches to this problem. The driving shoes are meant to evoke memories of recreational road travel and vintage garages. The holiday collection is designed to conjur up memories of old Hollywood and classic Christmas films of the 1940's and 50's. The summer skincare products can be seen entering the frame as-if they're being dropped into a tank of water. Bubbles, light effects and optical distortions were all employed to sell the effect. In the case of the sunglasses collection, extra care had to be taken to mask out the lenses and frames so they could realistically be displayed on the busy, tabloid-style design. The shoe box creative take a more straightforward approach of displaying the product in an opening box.