INSIGHTS

In top-of-funnel advertising, attention comes before persuasion. A full product image reveals the answer immediately. A close-up does the opposite: it creates a question. By revealing only part of the product, the visual draws attention to design, craftsmanship and recognisable brand cues, while leaving enough unseen to create curiosity. In this Range Rover campaign, the close-up does not attempt to explain the entire story. It uses detail, tension and partial visibility to m