Marketing Code-X

Fresh Eyes

Image for Fresh Eyes

Nest commercial

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

Impossible commercial

FRESH EYES” NORM: We’ll help you see your everyday life in a beautiful, life-affirming new way. Re-evaluate your priorities.

Subaru commercial

FRESH EYES” FORMS: Lush, rich, warm natural colors. National Geographic-style photography, making everyday life look like a movie. Morgan Freeman. “You make a house a home. We make a home a nest.” “Experience your world.”

From a 2019 audit of the “Have It All” space. Defined as: Makes me feel self-reliant, able to take action by coaching me, pushing me, opening doors for me, lifting me up, lowering the cost of access, allowing me to remain who I really am.

Tags: CODE-X