The World of Media Tour | Ad / Art Direction

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The World of Media Tour

Art Direction

Challenge:

Almost nobody has an understanding of Nielsen’s comprehensive role in powering the media industry. Most people, especially general media consumers, only know Nielsen as a TV ratings company.

Objective:

Create a B2C video that clearly communicates what Nielsen does and provides a comprehensive overview of the full scope of products and services we offer to both internal and external audiences.

Approach:

Nielsen is a known brand, but what Nielsen does, exactly, can be a bit mysterious, maybe even a bit magical. The film will lean into this idea through a stylized designed world where a peppy tour guide takes a diverse group of interested folks on a tour of the processes, tools and innovations that make Nielsen tick.

Using a stylized approach we create a world where observing how people interact with media is interesting and future-forward. The sets are constructed and designed to be simple, designed environments showcasing how consumers and creators benefit from Nielsen’s tools. Each space is designed to reflect a real environment with a twist, it’s not quite “real” but rather an idealized and quirky vision of reality, removing any Big Brother associations from the work that Nielsen does.

The cast is just as diverse as the Nielsen audience and users. An Amber Ruffin inspired woman is our Tour Guide, transparently teaching the participants and the viewers everything that Nielsen does. She leads her tour through a series of connected rooms from the media forward lobby to the kitchen of two twenty somethings struggling to make some delish empanadas, to the creative office space of a group working hard to develop an ad for the very object that these two friends need to complete their goal. In a cyclical story the tour ends where it began, each participant now fully informed about the power of Nielsen and how it helps inform the content and advertising they love to consume.

Treatment: