Agency Network: 
April 2008

Print advertisment created by BBH, Brazil for Vaticano, within the category: Professional Services.

Only life produces better images.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas
Art Director: Márcio Ribas
Copywriter: Isabella Paulelli
Digital Retouch: Alessandra Perez

Comments (13)

Log in or register to post comments
Frits Harkema's picture
Frits Harkema
Activity Score 713

Is this real? Or fake? Not clear. Is it better than life? Or is life better? So, they can make pictures that are almost real? What?

norrzak's picture
Activity Score 4

Well I believe its an OK ad. They're trying to highlight how good their DI work is(this pic supposedly fake, higlighted by the Photoshop-like windows), only bettered by real life pictures/scenes.

campass's picture
Activity Score 120


Olafski001's picture
Activity Score 1193

i damn sure hope it's fake
this is iguacu falls and if this image is not fake, that boy is dead.
and that we be kinda horrible

idea not to clear though

scarfinati's picture
Activity Score 843

Its a bizarre insight. Only life produces something more real. But the definition of retouching usually invovles combinations of images that are impossible in real life.

Really confusing strategy.

digifool's picture
Activity Score 264

This is real. It's in Zimbabwe at the Victoria falls. It's called the devils swimming pool. Check out the link:

ki's picture
Activity Score 124

you stole the word from my fingers, before opinion got some info good job

STRTLRS's picture
Activity Score 1601

These guys are revealing our secrets to the world. Is it a conspiracy? Good thing they didn't include the part that says "Photoshop" in their screenshot. That would have been bad.

I think, therefore... yeah.

Ad_Man's picture
Activity Score 826

These ads are confusing. They are saying that they create great images but they don't show any. Why am I suppose to hire them? Where's the benefit?

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Brunoni's picture
Activity Score 103

"They are saying that they create great images but they don't show any"

Thank you for making this clear to me. I thought I was watching an amazing and dynamic photo up there, possibly made by "Vaticano", to prove their skills and expertise.

I guess YOU could show me some of "your" images, I mean, great images created by you, if you have any. I'd like to see if I can hire you after seeing them.

I think it's pure envy.

And this goes to the rest of the tools here who apparently don't understand or appreciate this creative and technical effort.

David Hasselblad's picture
David Hasselblad
Activity Score 120

So they produce images that are almost as good as life, but not quite?
The whole reason we hire retouching companies is because we need things to look BETTER than they ever could in real life.

If the best they can do is "almost as good as the real thing" we'd just go out and shoot the real thing.

Stupid and confusing.

silenciorn's picture
Activity Score 153

very good, very well done, and very designer-targeted

si fai il mio nome, non ci sono più...

crazylegz's picture
Activity Score 92

if this is an ad for a camera, I 'd be so glad. Unfortunately it's not. And now that I know it's about retouching, it's such a weak idea that it hurts.