PRINT IN MOTION – Is print becoming extinct?

ISN’T PRINT DEAD…?

With prognosticators saying that within a decade print as a medium will cease to exist, should you abandon print as a crucial part of your advertising?

The evolution of the internet and digital media doesn’t have to kill off these traditional channels… but it is a wake-up call. The alarm bells awaken perhaps a renaissance for an industry which has long been a staple of every marketing campaign. Both companies and consumers are viewing print differently because they are inherently used differently by experience. Print as a medium is being repositioned and becoming leaner with each iteration. It’s almost difficult to image what marketing and advertising would be without print collateral of some description. 

HOW TRADITIONAL PRINT IS BECOMING NON-TRADITIONAL MARKETING

We approached this piece with the understanding that print exists in an environment where it is trying to have the same impact and wow factor as digital content. A physical product with tangibility verses innovation and immersion of a digital experience.

Today, print is viewed more as a non-traditional advertising medium designed for a personalised pathway to client and customer satisfaction and engagement.

THE CHALLENGE

We recently undertook a mission to discover a way to reposition our print facilitation services. The twist was how to create something both engaging and informative in the digital age from a digital agency where print is often considered a dated medium drummed out by the noise of video and motion graphics.

We would have to find a way to utilise the assets of the digital world, while presenting the illusion of the raw and tangible nature of print, while indulging our incorrigible creative nature. 

THE SOLUTION?

Stop motion.

Stop motion is one of the earliest forms of animation; stop motion is the process of capturing physical objects one frame at a time then playing them back to give the impression that it’s moving.

As digital illusionists, this approach immediately excited us. The hero of the story would be Print in all its varied facets and Stop Motion would be the landscape where our hero would be discovered. The direction appeared and the story came to life!

There’s a rawness to the different styles of paper and textures, threading through our fingers as we began to weave our story. The medium and the form complimented a style that merged the new with the old.

“The nature of stop motion makes the movement of normally static items believable. We didn’t feel moving pieces of paper alone would hit the mark we were targeting. We wanted to bring the piece to life by giving it a personality and greater emotional appeal”.

- Matthew Morey. Digital Thought Leader

With each project we tackle, everything must be outstandingly creative and unique in execution. We brainstormed individual quirks and crafted animated overlays. As a result, a seamless blend of ZULU 8’s services was born.

THE RESULT

We’re happy to present to you the newest addition to our creative suite exclusively here. We hope you enjoy the finished video as much as we enjoyed making it!

If you’d like to explore how you can refine the way you communicate with print to elevate brand and reach a wider audience that will disrupt the market place, feel free to reach out to:

ABOUT THE AUTHOR 

Matthew Morey is a prolific digital thought leader, marketing and communications strategist at ZULU 8 [Boutique Branding Agency & Full Service Advertising Agency] Known for building brands and delivering a high-end craft throughout the customer journey. Applying creative intuition and commercial acumen with national and global brands.

An experienced keynote speaker, who has shared his message with global audiences of over 29,000 people. Having developed an exceptional understanding of sales psychology and increasing profitability across organisations.