Mitsubishi Eclipse Cross (Pamphlet) by Tomohira Kodama
2017 - 2018, Golden A' Advertising, Marketing and Communication Design Award Winner
Inspiration
So far, it is common to think it is good enough if a pamphlet created for preorder taking is easy to use with the most basic product information because its use period is short. We tried to change this way of thinking. Our idea was to focus on targeted customers, not sales reps because this new vehicle is a declaration of Mitsubishi Motors new challenge. This serious message would not be communicated to targeted customers with the previous pamphlet style.
Creativity
This pamphlet was developed for a short-term use to take preorders before releasing Eclipse Cross in the market. With this reason, this pamphlet had low production budget allocated when compared with other regular brochures. Our creative challenge was to depict the dynamism of the Eclipse Cross within a limited budget.
Design Challenges
Mitsubishi Motors changed its brand tagline from “drive@earth” to “Drive your Ambition” and unveiled a new model Eclipse Cross as the first release under this new tagline. The Eclipse Cross is a SUV featuring aggressive design symbolizing the tagline. This pamphlet was developed for a short-term use to take preorders before releasing Eclipse Cross in the market. With this reason, this pamphlet had low production budget allocated when compared with other regular brochures.
Production Technology
All shootings were done in the studio and used 3DCG to reproduce realistic sensation of the vehicle’s high performance. Successfully created images making people feel as if they were driving the car in the snowfield or on a rainy day by adding this 3DCG features to the mages photographed in the studio. Chose red, the corporate color and black, lining the edge of exterior. This contrast helps to show strong personality of the Eclipse Cross, bringing out its powerfulness and a premium feel.
       
     
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