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Artisanal Advertising: To Forge Emotional Connections with Consumers, Tech Brands go for Handcrafted Effects

Yasha Wallin

Even as pixel-driven effects get better at simulating reality, top creatives are returning to handmade techniques to pitch the less tangible offerings of tech brands such as Google, Sony, Comcast and Vizio. This rise in "artisanal marketing" echoes Do-It-Yourself mania and the booming demand for handmade foods and goods in our culture.

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