Industry Craft > Illustration
DESIGN QUARTER AT D3 X STEVEN HARRINGTON
RE WORLDWIDE, Dubai / MERAAS / 2024
Awards:
Overview
Credits
Overview
Why is this work relevant for Industry Craft?
RECONCEIVING ICONIC CHARACTERS
Meraas’s potential residents weren’t interested in real estate ads; they followed artists, sneaker culture and hype, so for our launch we needed to speak their language and tap into their creative influences. So, we collaborated with one of the world’s most hyped artists - LA’s psychedelic-pop godfather Steven Harrington - to grab their attention.
Harrington works exclusively in 2D, so it was an intricate challenge to bring his characters to life in the 3D landscape of Design Quarter at D3, where he had to reconsider their form from all angles.
Please note that the Jurors for Dubai Lynx will be coming from outside the region and may not be aware of the specific cultural nuances of your work.
REAL ESTATE LAUNCH EVERY 26 HOURS IN 2023
The real estate sector in Dubai is saturated with property launches, so much so that there was a new launch every 26 hours in Dubai during 2023.
COOKIE-CUTTER RENDER ADS
Typically, ads for new developments are templatized and heavily reliant on property renders to carry the creative. But as Meraas was launching the first residential development in the heart of Dubai’s creative district - Dubai Design District – we knew that wouldn’t fly.
Background:
SITUATION
A saturated market of cookie-cutter developments and development ads with a new development launched every 26 hours in Dubai in 2023.
BRIEF
Meraas was launching the first residential development in the heart of Dubai’s creative community - Dubai Design District. We needed to appeal to the creative community in one of the least creative consumer categories – off-plan real estate.
OBJECTIVES
We needed to demonstrate how living in D3 would inspire the creativity in those that live there and in doing that attract a new creative community to invest in Design Quarter at D3.
Translation. Provide a full English translation of any text.
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Tell the jury about the illustration.
CRAFTING EVERY DETAIL
Harrington works exclusively in 2D for his illustrations, so it was an intricate challenge to bring his characters to life in the 3D space of D3, where he had to reconsider their form from all angles.
Harrington’s illustrations were used for every asset in our campaign. We created Harrington’s largest ever illustrative artwork on a 200m hoarding, brought his 2D illustrations to life in a forced perspective 3D billboard and added life to tactical leaflets, brochures and microsites; Harrington even reimagined our logo with a custom-created illustrative typeface.