Students project at ScreamSchool (Moscow) and a contest entry for the imagomundiart.com 2017 communication campaign search.
We were asked to create a concept and a video teaser for the Imago Mundi collection gathered by Luciano Benetton. The collection features tiny 10x12 cm paintings, photographs and sculptures submitted by modern artists from around the world and therefore reflects modern world in its divercity. The objective of the communication campaign was to raise awareness among both artists and spectators.
I chose the metaphor of kaleidoscope because both Imago Mundi collection and the humanity itself are playful and colorful gatherings of many small but important elements.
Playing with a kaleidoscope is creating art and watching it being created at the same time which allows to appeal both to those who are interested in modern art and those who create it.
In addition, it wouldn’t be half as fun to play a kaleidoscope if one couldn’t change the pattert so easily. Therefore, the metaphor of kaleidoscope calls to shift patterns, forms, limitations, borders, oneself or world to the better.
Playing with a kaleidoscope is creating art and watching it being created at the same time which allows to appeal both to those who are interested in modern art and those who create it.
In addition, it wouldn’t be half as fun to play a kaleidoscope if one couldn’t change the pattert so easily. Therefore, the metaphor of kaleidoscope calls to shift patterns, forms, limitations, borders, oneself or world to the better.
The Imago Mundi representatives left a positive feedback mentionning that the collection's message was very accurately represented by the concept.
Music created and copyright owned by DoKashiteru. Provied by CCMixter.org under cc commons licence.
