CLIENT
An ambient ad proposal for Jeep, using typography and my environmental photography to reach urban, stylish adventurers.
CONCEPT
Experience the thrill of stumbling upon a surprise dare in a space you think is familiar, but is actually the best adventure.
BACKSTORY
I walked back and forth in downtown Calgary for a day trying to catch the light doing fun things with the buildings. Then, I timed the night shot around a dinner date with my husband in the same neighborhood. Just to catch all the lighting and mood changes.
PHOTOGRAPHY CONCEPT
I wanted to find interesting architectural and environmental niches in downtown Calgary. The city environment can be overwhelming with traffic and so much stimulus, but it is also a very rich and dynamic environment that is quite musical and offers very exciting surfaces and planes, and subtle interactions. I also wanted to experiment with how the changes in lighting and cast shadows could start to animate an area and possibly animate text across surfaces in the built environment.
Even with just a juxtaposition between noon and dusk, different messages and moods could be drawn out. “Dare to” was the most important message being cast by shadows from the sun or by building lights that emerged at night. The iterations of the “dare” were to “get lost” in the version cast by sunlight; and “bend the rules” in the version that emerged in the nighttime lighting conditions.
A critical component of the campaign was to include a non-text-based reference to the Jeep brand, so that the eye would be figuring out a last clue. An elaboration could include the logo obscured by jungle leaves or the implied shadow of a cliff edge to suggest outdoor thrills surprisingly entangled in the city.
Executions in Photoshop allow for a the contrast of flat graphics being imposed on rougher concrete surfaces, which propels the theme of contrasts that highlight the versatility benefits of the Jeep brand: excitement in urban and remote settings, precision performance in controlled and wild settings.
