IMOK
New York
USA
///credits///
BRANDING: Soyon
EXECUTIVE PRODUCER: Lucien Bolliger
PRODUCER: Nhi Hoang
ART DIRECTOR: Trinh Thai
PHOTOGRAPHER: Thanh Ho
CG VISUALISER: Ngoc Do
HANGING ARTWORK: Marcello Castellani
From the outset, we decided against stereotypical hospitality imagery – relaxation and happy blue-sky ambiences were not part of our considerations. In the absence of actual view photos, we decided to look for a visual solution that avoids showing the exterior views. We considered various emotions ranging from the tried and proven marketing concept of nostalgia, to loneliness, sadness, disappointment, grief, and all the way to depression. Ultimately, we settled on an emotion that allowed us to create our mooted visual language, yet that offered a glimmer of hope and positivity-Melancholy. To us, there was something deep rooted beautiful in this emotion.
To support this campaign, we teamed up with Photographer Than Ho to capture the subject’s sadness and longing encompassed within a reflective, solidary state of mind. Enclosed an excerpt of the CG images created for this campaign. We are also showcasing three draft images (image #2-4) that were ultimate not used but showcase our intention beautifully... we envisioned to replace the person with an original artwork... for our concept draft we used an existing artwork by Columbian artist Marcello Castellani to test out our idea. His breathtaking artwork oozed a feeling that deeply mesmerised us. To avoid making this scene too dark and depressing, we lightened up the outdoor light ever so slightly to balance the overall mood. We loved the outcome, but after much deliberation we ultimately conceded that Marcello Castellani’s artwork completely owned the scene, and we didn’t think that we or any other of the painters we work with could come even close to creating an original artwork that would fit this well into our scene. As such we eventually decided against using these three compositions.