After thorough market analysis, we reached the conclusion that in order to resonate with potential art students we needed to redefine what it means to be a traditional painter in the era of Photoshop. Traditional realist painting is about building a connection with what is real. It is being mindful and focused in the world of digital surfaces and interruprions. It is creating something real. Something one can “perceive” with all of their senses.
“Maybe we had a bit too much screen time. And maybe the remedy to the digital generation’s biggest problem, digital fatigue, is to shut the computers and go analogue for a while.”
Taking off from that simple insight, we fleshed out our creative idea. We produced the campaign titled “Sense Your Creation” which invites modern desk creatives to experience the real world of senses through real interactions with real material. We created a series of films, based on real testimonials, which are the internal monologues of analogue painters being present in the moment, while gazing at their freshly finished three-dimensional artwork.
We revised the overall identity of the school, to make it more fresh and modern. At the same time, we created a new site and we anchored the campaign “ Sense Your Creation” to a landing page with relevant storytelling.
It would be the first time that a traditional art school communicates with that tone of voice. The films were considered controversial and riotous, both within the art community and outside of it.