Reverse Engineer Video

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When I was looking up video ads I could reverse engineer I found this one and recognized it from my Instagram story feed. I had never watched it before but one of my social media platforms is Instagram so I decided to evaluate this ad. It starts out saying exactly who this ad is for squarespace and then says who is featured in this ad, Keanu Reeves. They have Keanu Reeves explaining what squarespace is in the desert like he is camping.

The Strengths

I like that it starts out so strongly with their logo, it makes the company more memorable. Keanu Reeves begins by talking in his sullen adventure voice like he does in his movies. This reminds you how you recognize him from films and gives you a connection to the product because of his fame. Keanu is going over what you have to do to start a website and showing how easy it is, even showing that he has his own motorcycle website. He makes it clear that anyone can build a website in a few simple steps. The setting is at night so the computer screen that Keanu is using stands out brightly showing what squarespace has to offer.


The Weaknesses

It’s rather long for an ad (2:37), especially one that is advertising on social media where hardly anyone pays attention to a video that is longer than 30 seconds. I almost quit watching the ad and chose a different one because I felt like it was too long. At the very end it has a little message “DOMAINS | WEBSITES | ONLINE STORES” This is a good message saying you can do these things through squarespace but I think they should have included this message at the beginning as well as the end, especially because it is a longer video.

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The Design

The design that stood out to me was its use of contrasts. It’s nighttime in the video and there’s a large fire that draws your eye to Keanu Reeves. Keanu is wearing dark clothes so his face stands out against the dark night and his clothing so you pay attention to what he is saying. The computer screen he is holding during the commercial is very bright against the dark night. They used contrasts to their advantage the entire video and draw your eyes exactly where they want them.


The Metrics

Because this was advertised on an Instagram story there’s not any liked but they can collect followers through the video and see how many people have viewed the story. This video is also located on YouTube and it has over 400,000 views and 4 thousand likes with only 65 thumbs down. I’d say that this is a successful ad.

Link to video:


Reverse Engineering Article

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I clicked on the emeals advertisement on Facebook. It was picturing a delicious meal. The first time I clicked on it the image showed some tacos that made my mouth water they looked so good! When I went back to Facebook to take a picture of the advertisement it had changed and the food in the new pictured also looked good but it didn’t appeal to me as much as the tacos did. I love the article that they have for their advertisement. The colors are bright and friendly, purple and green. The layout of the page is broken into sections as you scroll throughout the website vertically, they’ve done this so it is easily responsive for smart phones which is a very important part of any website.

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One thing that I didn’t like about the website is the section of the website showing their reviews from customers compared to blue apron.  While I think this is a good idea what I don’t like about it is that The girl in the photo that is attached to this section of the page is wearing a very distinctive blue dress. She looks like she’s modeling for blue apron. I can see how they thought the blue would look good with their purple and green color scheme, but the blue in this section of their article was a mistake.

My favorite part of this website was probably the art they had showing how their company works. It was fun to look at, added to the description, and worked perfectly with their color scheme.

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Link to this site is:


H&M Reverse Engineer

The brand I chose to reverse engineer is H&M. I looked at both their Pinterest and their Instagram accounts and the one I decided to focus on was their Pinterest account, both are very well done but I found some more interesting things on their Pinterest pages. One thing that I noticed and didn’t like was that the images that were the cover of each board didn’t look good together when viewing all the boards. Another thing that I noticed emphasizes was what I really liked and didn’t like. I’ll start with what I really liked, which is what I found under their “H&M FALL/WINTER FASHION” board. They have these Images or pins displayed with coordinating colors organized in sections that make the page look really aesthetically pleasing as you scroll through it.

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These two images are on the same board but in different sections, it looks really good as you scroll from section to section and doesn’t feel choppy (like it does here), instead it emphasizes the nice composition of the board.

Every image looks interesting in this board, not just like it was copied over from their website product page. However, when I looked through an older board called “H&M ON TREND” I noticed that there are a couple of sections of pins that look like they are just product images copied over from their store website.

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While I understand how this could seem like a good idea it does not look nearly as interesting and doesn’t draw me in as much as the previously mentioned board and their images that have more effort put into them. The contrast of the different colors that are so pleasingly organized in the fall/winter fashion board are very appealing and are very inspiring for what type of designs will help to make my Pinterest boards and Instagram look more professional and have more care and thought put into them.

Propel is Fun!

Making Working Out Fun

propel ad

Link to Propel Ad Slides: Propel Ad

These ads are aimed towards young people, this is apparent by the bright colors and young models portrayed in the ad campaign. The goal of the ad is to make the viewer believe working out is fun if you drink propel while doing it. The ads are oozing happiness with their bright colors and positive messages so that’s what I wanted viewers to get out of my image.


What Makes It Interesting

I really wanted to get the shadows right with Photoshop to mimic this ad campaign. That’s what makes this ad appealing. There’s not a lot going on here except the text, model and the shadows to make it look more interesting. The colors were fun to pick, I was tempted to make the text a bright yellow but didn’t want it to look too similar to the original ad, so I went with the bright blue and that complimented the purple background nicely while still being easy to read. I really enjoyed doing this project and learned a lot about how useful Photoshop is and what type of neat things you could do to make a simple image more interesting.



Image links


Selling Memories

My ad was a plate brand and my assigned target audience was women in their sixties. The sizes of my ad were chosen for TV and blog ads. When I think of older women I think of my grandmas. In particular this time of year I think of my Grandma Cornwall. She is everything you want and imagine in a grandma. Every fourth of July every one of her kids, grandchildren and great grandchildren make it a priority to be at her house. There’s always a parade in their little town in the mornings, then we have fried chicken and home-made root beer for lunch. Obviously with over 50 people there we need paper plates and that’s where my inspiration came from. I wanted to incorporate the idea with my ad that summer memories come with paper plates. The idea that if you get paper plates you can spend more time with your grandkids instead of losing time with them to do dishes, or if you use paper plates you can go on a picnic with your family and spend important time with them making memories.


My Design Decisions

I chose the picnic blanket background because it went along well with the summer feel I wanted to give this add. The next pictures I needed were of dixie plates to frame the pictures of the picnic and grandma. I had to resize, reshape and crop the picnic and grandma image. I also had to use the magic wand selector to change the background of the grandma and grandson image so that it would work better with the picnic photo and the color scheme of the ad. I also added a drop shadow to the text box, otherwise the words were very difficult to read on the picnic blanket background. I really enjoyed this assignment and learning more about photoshop. I particularly liked the creative aspect of it and finding something personal in my life to connect it to.


Photograph Links


Photography – Capturing the Moment

Photography is all about capturing the moment. There are many guidelines that will help you to do this. Three of these rules are the rule of thirds, leading lines, and depth of field. The following professional and personal examples are outlined how to use these different techniques. Obviously the professional photographs are very moving and mine are very amateur but the professional photographs show how important light and other aspects are to making a photograph capture a magical moment.


Rule of Thirds


This photo was done by Paulina Tikunova and it was taken in a park in Italy.


I chose to represent the rule of thirds because of the placement of the fox’s face. It lies right where it is recommended to have the focus of an image if you are using the rule of thirds. This is made obvious by the draw over. The fox’s eyes are the first thing you see because they line up right where they are supposed to, the photographer did a beautiful job following this rule. Another beautiful part of this image is the color and how the fox stands out on the green grass it is laying on, while the gold in the background of the trees matches the gold of the fox. What a beautiful moment captured where the fox happened to be on the green grass standing out while at the same time complimenting the foliage.



The first thing seen in my photograph is my little girl’s funny face. This is because her face is right in the middle left rule of threes and because of this it stands out more, even though there’s a lot of colorful flowers to the right. You can tell she was not happy with me for telling her she couldn’t pick flowers and trying to act confused by it.


Leading Lines


Marcelo Castro took this photo and works for National Geographic


This photograph was the perfect example of leading lines because of the lines the light leads to the subject of the photograph. The light from the window moves your eye across the image right to the boy reading, not only illuminating the child but creating an impact by showing the how empty and bare the room is. This photo shows not only a great example of using leading lines but different way to use light as well.



The lines in this photograph shows my little girl pointing to the flower with her body. These lines capture the moment of her wanting to touch the flower (while trying to fight the instinct not to pick it) and easing closer with her knees. These lines focus the image on her little finger reaching out to the beautiful flowers of the temple grounds.


Depth of Field


Photographer Rafael Hernandez.


I loved this image and how dramatic it is! The image focuses on the axe, stump and even the chips flying off the tree from the blow are extremely clear, while the man wielding the axe is blurry and even blurrier behind him are the trees and landscape. These layers of focus and blur create a dynamic affect and when used well (like in this photo) can create a very strong emotion associated to an image.


Mine focuses on my little girl laughing while everything else behind her is blurry. Even the toys in her hand are slightly out of focus bringing more attention to her face. Unlike the professional photo it isn’t dramatic in the sharp way, it’s a more soft and intimate feel with the focus on the child’s face versus the axe and the wood chips flying away. This depth of field tool can be very versatile and bring a lot of emotion into a photograph.

The Baby Gym for the Modern Mom

This is the post excerpt.

These baby gyms are easy to assemble and made of quality products. The lines on the gym are clean and the neutral color of the wood doesn’t make it gender specific.  The pictures of the baby gyms are done in a home, making it more appealing to parents who would be interested in buying a product like this one.


The designer of these gyms is a friend of mine and currently does not have a website running. She hasn’t begun to officially sell her baby gyms at this time but plans on beginning her small business in the next 1-2 years. The name of her business is baby dot. The gyms also have the logo embossed on the sides (it’s very cute). The business got that name from her first child who is a little over a year and a half and is named Dot.

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The repetition of the rounded lines of this baby gym gives it an aesthetically appealing feel to the baby gym. The repetition of the three dots to place toys in the gym are also a nice design. The blue in the baby’s jumper, blanket and toy also gives it a good flow because of the repetition.



The contrast of the blanket against the darker wood makes it the product and the baby stand out more. The wood against the blanket isn’t a huge contrast and could be a little more difficult to help the gym stand out more but it is still easy to see the lines of the gym.



The baby is placed in the middle of the gym but there’s a little more of the top half of the baby on the outside of the gym and the baby’s head is aligned with the gym legs. Everything in the gym is correctly aligned and the centered nicely on the blanket.



The Proximity of the baby to the gym makes it clear what the gym is for and the toys placed where they are shows how the gym is to be used with toys and where they hang. The mom standing close to the toy gives it a more personal feel to the image.



The Brown and almost orange color of the wood is similar to the light wood of the baby gym. The mustard yellow of the balls on the toy also is very similar to the browns and yellows in the image. These yellowish colors compliment nicely with the denim blues of the baby’s jumper and the blue of the blanket edges and the embroidery on the blanket.