Lycamobile artwork to appear on the side of a SIM card vending machine in certain Irish boutiques.
The aim is always to give the least stress possible with these kind of screen designs and all outdoor in my opinion. I often try to put myself by the side of the viewer in these instances to add a site-specific touch and an appreciation that the advert will be relative/harmonious to/with to it’s surroundings.
This design was inevitably complex mainly due to the product manager adding comms/features along the way, but I hope that the beautiful colourings and geometric forms culminate together to give a warm sense of security (the sun) combined with a deep, fascinating blue of the sea leading to a clarity in the white elements (the communications). I really love how deeply you can associate with the simple geometric forms and colours on a base level that hopefully undercuts all of the other advertisements on the market that seek to grab attention in different ways. The design shouts out at you but in a beautiful way! It’s like how Kandinsky would have seen the Opera.
For me, seeing this design evolve in-house over a period of about a year was a fascinating journey and I feel that this combination of efforts has led to an intriguing and well balanced outcome in the above. Thanks largely to the efforts of Robin Sutherland (Head of communications Lycamobile) and in it’s initial conception, Alvaro d’Apollonio (graduate of Central St.Martin’s college London) we have combined a deep sense of harmony using the simple geometric forms and shapes found in nature (i.e. the sun, sea and a tree/download shape combo) and also a strong centerpiece using the striking contrast of the bright pink to yellow gradient, whilst still getting the message across in the clearest form of White Helvetica font, which was the clearest possible choice against the other strong, competing elements.
I look forward to animating the above hopefully in some subtle ways that speak to the customer on his/her terms, not as an attempt to hijack his/her conscious and more often than not, carnal desires, as so many adverts seem to do, almost insulting the customer and treating him/her basically like animals.