Monday, 18 March 2013

Adverts that use surrealist techniques




An example of a surrealist technique used in advert that i found particularly interesting was the Spring and Summer 2010 fashion collection created by Marithe and Francois Girbaud, the title of the campaign is "This is a Crazy World". The print ads feature models upside down seemingly in a frozen state, the background setting is visually incredible and this bold statement of suspension keep your eye keenly on the clothes. The duo are known for creating adverts that challenge the public, the visuals are both surreal and questioning to the viewer as they question the reality they are staring into. The creative genius behind the campaign is creative director Pascal Gregoire, with the impressive photography by Steve Hiett. The ad included art direction and copywriting from Pierre Dupaqueir and Clement Durou. I feel this is one of the most challenging and interesting advert i have ever come across, i feel the cool surealist effect is a refreshing way to advertise clothing and think it works really well with the competing imagery to stand out. The brand itself develops a reputable personality and attracts unique audiences not only interested in the clothes but in the art work this campaign includes, as i would consider these adverts somewhat works of art. 




 






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