Contrast is required in the art world (frames on paintings), in interior design (curtains on rods), and in food packaging (crunchy Oreos, soft in the middle). But advertising campaigns also require highs and lows, breaks and beats, crests and waves to get through to consumers. Do you plan a slow burn? Will you pulse the market? If your ad campaign were a string of music, how would it play out?
Think how much less powerful and poignant this fight scene would be, from House of Flying Daggers, if the hero hadn’t gathered flowers by horseback first.