Industry Craft > Art Direction
VMLY&R BRAZIL, Sao Paulo / ROLLING STONE / 2019
Overview
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Cultural/Context information for the jury
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Tell the jury about the art direction.
The art direction in this project is unique because it had to be done in layers, within a 5cm depth spectrum, so that the 3D carving machine could understand it and do the mold that would become each individual soundproof poster after we injected the liquid foam, resin and fiberglass.
The imagery took heavily from band posters and rock n roll elements, with three governing principles: abstract elements framing the central figure, a focal point in the middle with a legendary player or guitar and the idea name balancing the layout, always with a different typography. These three things guided the sketches and the modeling. The challenge was twofold: to distribute the layers so that we had perfect definition in the acoustic foam material and to keep the classic poster structure from the 60’s.
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