Upon further examination of the subject matter, some conclusions become evident. Certain narrative and creative tools carry on being widely unused in the advertising and creative industries. At this stage, I would risk saying that the absence of these elements serves as a defining characteristic for a work that aligns with the aforementioned monotonous market of interchangeable clichés. I mean in this text to create an affiche for specific methods for visual communication that utilize the ideas of story and its telling. The aim is to render creative works produced through these techniques more lifelike by leveraging the power of storytelling. Similar to how stories are there to help us make sense of the world, the works in question have the potential to enhance our understanding of the subjects or objects they communicate.

For the sake of specificity, I’d like to restrain myself to talking about an aspect or rather an often-mentioned negative trait of creative works which is “lack of character” and suggest an introduction of one as a stupidly simple method of fighting the problem at hand. I am not oblivious to the fact that this kind of suggestion might seem exactly as absurd as it is straightforward. Instead of striving for being “characteristic” in the sense of just having idiosyncratic, specific features that differentiate it from the rest of the same kind (in the aesthetical, formal, or conceptual dimensions), I suggest an introduction of a character or characters in the other meaning. According to the theory brought forward by Ira Newman[1]—a character simply as a person occupying a place in a narrative.

The method I suggest is looking at specific examples of creative campaigns that harness the wide scope of possibilities provided by the deliberate usage of database aesthetics, storytelling and characterization. I would like to take a closer look at works that take on this seemingly ridiculous strategy to—as a result—enable interactive, engaging, and customized brand experiences in design, transforming our perception and interaction with visual narratives.