Sabai
2022
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Cold Feet
HOW APPLIED
Visualizes the idiom ‘cold feet’ literally in a way that still communicates product comfort.
THE LITERAL TRANSLATION
MECHANISM
Take a metaphor or idiom and visualize it literally.
THE QUESTION
"What common phrase about our benefit becomes interesting when made visual?"
PROCESS
Work through these questions to generate ideas:
- What idioms describe our benefit?
- What happens when we take them literally?
- What visual surprise emerges from linguistic convention?
EXAMPLES
Ideas in this space might look like:
- 'Feeling on top of the world' shown literally—person standing on globe
- 'Heart-warming' shown with actual warmth radiating from chest
- 'Breaking barriers' shown with physical walls crumbling
HOW IT WORKS
"What common phrase about our benefit becomes interesting when made visual?"
REAL WORLD EXAMPLES
7"What common phrase about our benefit becomes interesting when made visual?"
Kızılcahamam Mineral Water
2007
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Lie heavy on the stomach
HOW APPLIED
Turns the phrase into a literal weight-in-stomach visual to dramatize digestive discomfort.
LegalZoom
2018
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A Legal Hand
HOW APPLIED
Literalizes ‘a helping hand’ as an actual legal hand reaching in, making the metaphor physical.
