Fantastic wedpage by the brilliant advertising agency Leo Burnett. Interactive, graphically relevant and just cool!! Could spend ages just trying to draw fancy pictures with the pencil!
Friday, 11 April 2008
Graphic designers are familiar with the conundrum of trying to convert the 2D space of posters, books, even web pages into the illusion of 3D. Varini does the opposite. He takes the already three-dimensional canvas of architecture and paints geometrical shapes on the exteriors to create a two-demensional layer. His exciting illusions make you question the realities of space and the use of architecture as a purely three-dimensional entity.
You could be forgiven for thinking these are actually shapes added onto the photos digitally. In fact Varini uses a meticulous process of lasers and projectors to display the shape onto the area to be painted. He then paints in the lines and shapes. The exact point of view can often be difficult to find, but Varini always projects the images from one or more points where the shape can be seen in its flawless entirety.
What an ingenious place to advertise. The mass-media generation are finding it harder and harder to come up with new and innovative ideas for advertising , this one i think hits the spot. Why not enhance the tedious task of climbing the escalator with advertising. The London Underground walls are littered with posters, so why no utilise the other 'dead spaces' around? Is small space would be perfect for brand recognition advertising. Perhaps the Nike tick or Sony Erricsson symbol on the way up to Oxford Street would entice people to those prospective shops. This was found in Japan, so come on britain, jump on it!