Who’s they?
I guess I mean the creative direction for advertising that a company uses. This is how they choose to present themselves to customers, so we will be influenced to buy their products. This is also how models are chosen.
By Region determines their LOOK
As mentioned we started this process in China, and the overall look of Asia is more mature, very soft and pretty. They also want a child with full set of teeth. The posing is a contrived, lot’s of big smiles. Sometimes they try cool but that look doesn’t translate well. We have been on shoots with storyboard that have photos directly pulled from Zara Kids.
COOL KIDS
Speaking of which COOL is done best by the Europeans. All those photos of kids with missing teeth and bedhead looking natural like they are having the best time in world. This look is the copied by all markets. I actually wonder how much effort is put into something looking so effortless.
Sporty, Color, and the Beach
No one makes sports look better than the Americans! Also there is lots of color, pop, pop, POP! The kids look so happy with big toothy smiles. Then California with its relaxed forever summer and little rebel looks.
Think of all these things, where you live, and the companies that shoot out of this market then think if your child can portray that look…