Dont you hate lifestyle and stock imagery with a vengeance ? I know I do, Overuse…in fact any use of it, makes me want to vomit, but people just cant help themselves can they, all those imperfection free skins and white toothy smiles inside neat sweaters, filemakers website uses way too much of them, and the voiceover video guy jeesh just makes you want to leap out of your seat and throttle the company, homer v bart style, preferably with some noticeable off floor levitated choking.
Though apple themselves have been the ultimate sinners … ? … wait a minute … filemaker is apple now ! Oh darn that explains it. I think apple took that benetton version of the world and really ran with it, except perhaps they polished it even shinier still, to be honest i cant stand image visualisations of the customer which were supposed to self identify with:
find yourself in this lot :
Update : apple have reduced their over abundant use of lifestyle imagery on the filemaker site, but sadly I doubt they will ever evolve and move onto using another ad agency other than “chiat day”. Who seem to be completely culturally insensitive and un-adaptable, when it comes to representing any culture other than american culture ie internationally they promote a version of state enforced multicultural representative imagery, ie the paint by numbers, one of every race american style representation, chiat day love to sell that everywhere. And Apples employment bible seems to follow that chiat day agenda rather than an actual meritocracy. Apparently apple also think that wearing a t-shirt, makes you a genius and enforced corporate style american whooooping like a good corporate drone in the morning, is also being sensitive and adaptive to different cultural mores of their various employees globally ? to me walking into an apple store reeks of a saccharine enforced smiley american – orwellian cult nightmare.