MAN SHOWS PFW2015 Com , EARLY AGES OF MAN
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    Communication for Man shows 2015
    Published:
MAN SHOWS PFW2015 Communication
 
 
“Men are animals’ technological counterparts”
 
 
This exclusive series, designed and created by Le Creative Sweatshop* for MAN, brings animals, men and technology face to face. Past, present
and future are represented in these pictures, in particular through a 
reference to Noah’s Ark: our raft carrying the letter “M”, a symbol of architecture. Noah’s vessel was a form of technology, which saved the past, thus creating a present, best able to build a future. Hence were saved wolves, iguanas and parrots, which we invited to mingle with a naked man, a drone and lasers.
 
We thought we mastered technology and would have to improvise a little with the animals. It turned out the laser and drone were impossible to control, while the animals behaved impeccably. Fred Lataste, both human and a dancer, is nicknamed “the wolf”, but had never come face to face with one of his “kind”. We are techno animals, who, much like him, are stripped down to our essence when technology fails us.
 
Choosing to work with animals symbolises a return to the “hypernatural”, in a decidedly all electronic and virtual era. For the past few months, the Creative Sweatshop has been producing molecular and organic-related works (see their creations for Novembre magazine). At the heart of their designs, the organism and the organic are used to question our perception 
of image, our relation to the real and virtual worlds. Creating a 3D 
universe, without ever actually using 3D rendering tools. “A primitive 
depiction and a digital aesthetic”, also found in the series presented 
hereafter.
Crédit :
EARLY AGES OF MAN
 
photography
Mathieu Missiaen
creative direction
Romain Bernardie-James
set design
Le Creative Sweatshop
 
thanks
Antoine Truffaut
David &  Alexandra / Upper East Studio
Jules Cairon
Jean-Marie Deltort Linotte
Samson Guyomard
Xavier Sallustrau