This is an ad for American Express. Jake Stangel is the photographer for the ad, I posted the link to his blog. Ogilvy and Mathers wrote the campaign for the American Express Platinum. https://jakestangel.com/American-Express-Platinum
CONTRAST
In this picture you can see the wording go from dark to light. The couple sitting the color is darker but you can tell that it is a boy and a girl.
REPETITION
Notice the repetition of the stars on the hat and the bottom of the picture, repetition of the colors being blue and pink. The American Express card is also duplicated.
ALIGNMENT
The words are aligned left. The text on the top and bottom align with the cards, you can tell that all three are separate things.
PROXIMITY
The picture of the girl looking at herself, looking at the world. The two American Express cards also is proximity.
COLOR
The colors are consistent in the picture, they have used the pink color in the shirt of the girl and also the letters. The blue also gives the cards a blue hue to them.
When you think of American Express you usually think of the tag line “Don’t leave home without it”. I like this ad because they used all the elements I talked about. This ad truly does make me think about the possibilities of experiences I can have.
Nikki Place 