Creativity

         

Audi Ad Campaign
BBH, London

Ian Heartfeld
Vinny Olimpio
Ian Heartfield
Benedict Redgrove
Onishi Yasuaki
Sebastian Presoux

I really enjoy this series for a number of reasons. I mean the interesting lines created by the installations, wonderful use of color, everything is quite symmetrical and there's a beautiful car at the center of every piece. Though, most of all, it's the way the creators went about incorporating this idea of a physiological, human response and it's direct connection to the vehicle. The visual style of the vehicle is precise, fastback, low-slung slipping through streets under city lights. Then they superimposed this kind of style upon art installations that surround the vehicle, one shaped like an EKG monitor line, the other like a blue iris. Intricate fine details are in these structures lending themselves to something of an industrial look, but the very human dilating eye and heart rate line are very easily discerned and create a connection between human to machine. The way this is portrayed and techniques to convey this message throughout the series exudes creativity.