REINCARNATED
THE FUTURE
OF PRINT
milkshake 7
AT SOME POINT, WHATEVER IT IS
YOU ARE WORKING ON, IT IS GOING
TO COME IN THE MAIL. THAT’S THE
MOMENT WHERE PRINT COMES ALIVE.”
— DAVID TANN, FOUNDER & CEO, TANTRUM AGENCY
AVID TANN REMEMBERS THE DAYS WALKING THE
local mall with his son shopping for the latest sneakers.
Moving from store to store, he vividly recalls how every
brand magnificently showcased each of its featured
products—from the lighting down to the intrinsically
detailed promotional materials. Those were different
days—the ones before the digital age swooped in and
made it easy for consumers like his now teenage son to
browse and shop online.
Those creative in-store marketing exhibitions were
where footwear brands unleashed the latest and
greatest visual presentations, telling stories that made
intimate connections with their customer base. The
engagements helped transform the marketing world
with campaigns like Nike’s “Just Do It,” Reebok’s “Choose Yours Now” and adidas’ “Impossible is
Nothing.” Walls of sneakers. Aisles of posters and displays.
So, as teenagers like Tann’s 14-year-old son continue to fall into more digital ways of thinking,
how are marketers supposed to respond?
Tann knows. He understands that the essence of print as an engagement tool is still there—
stronger even. You just need to know where to look. Tann, founder and CEO of creative
consultancy and boutique brand identity firm Tantrum Agency, says that the brands his son loves
are engaging with him more intimately than any in-store experience ever could.
September 2022