Industry Craft > Art Direction
TBWA\RAAD, Dubai / THE LEBANESE ARMY / 2021
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Overview
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Cultural / Context information for the jury
Lebanon’s history since independence has been marked by many alternating periods of stability and turmoil, both political and natural. The Lebanese Army has lived by its motto of Honor, Sacrifice and Loyalty through thick and thin of what the country has been through.
During the last year, due to COVID-19 and the political and economic crisis affecting the country, the Lebanese Army has been responsible for establishing peace between protesters, helping resolve conflicts and protecting both the government and civilians to preserve security and civil peace.
To commemorate its 75th anniversary, the Lebanese Army wanted to remind people that it is always up to the most difficult missions, committed to serving, protecting and caring for Lebanon and its great people.
Tell the jury about the art direction.
We created new camouflage patterns with images of people embracing, kids playing, couple holding hands and generations coming together. Instead of different shades of the same color, the new pattern makes use of pictures of daily life scenarios. The pattern is a combination of a flat design interpretation of the image and an abstract shadow. The white space between different patterns is filled with abstract shapes to give a complete camouflage effect.
The creative process to design the pattern was not a standard one and it wasn’t easy. it took us about a year to find the right images to use as inspiration, and 2 weeks to create the illustrations for each picture, getting the right details, scale, and proportion for each one of them. An interdisciplinary team of textile engineers, graphic designers, illustrators, tailors and army uniform producers came together to combine the fabric and the pattern.
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