So I’m in love with this street art. Forgive me. And the stuff on the Street Art Utopia site is really cool. Since a lot of ambient media that we see is basically street art with a commercial purpose (which I’m sure would make true street artists cringe), it’s a great place to get inspired.
With all those acknowledgments out-of-the-way, I wan to talk about this kind of image:
I’m sure this kind of “art” has a name. I’ve heard it called forced perspective, and according to the Street Art Utopia site, it’s 2-D lines. And it is; it’s basically making a 2D image in a 3D world. How do you put elements of an image there are at different depths and angles, and make it appear flat if the perceiver is standing in the proper place. I’ve never encountered one in real life, but if I did, I can imagine standing in the proper place, moving over a few feet, skooching back over to the right place and watching all the pieces slide into place.
So it looks like this kind of stuff:
So let’s talk about what we can learn from street art. These aren’t examples of guerilla/nontraditional/ambient communications, but we can learn from it.
So today let’s talk about using your environment. Using legal graffiti can be a great way of making your brand feel really local, personal, and incorporated. If you take it a step further, where you haven’t just painted on the walls, but really built into the environment, you’ll get even more personal. People will appreciate the effort.
Now for these particular examples:
Lovely. Some version of this could be used to talk about hair. Needs a cut? Unmanageable? Want a natural look? Could do it when the plants are blooming, and talk about “Freshening up for spring.” Or if the plants are more overgrown, could paint face as if it were peeking out, and talk about needing to clear away brush, or not seeing the forest for the trees.
And then there’s this:
Want to do a PSA about polluted water? Got it. Or if this is over clean water, could do something about how the water tastes so natural and is from a fresh spring. Or any sort of pipe oriented thing; Maybe could do a PSA about how nasty cigarette smoking is.
Innovative use of mundane objects to tell a completely different story. Notice how you spend some time looking at each aspect of each visual to see how they did it. That’s what you want a strategic communication do- be interesting on its own without turning up the volume and irritating everybody in the room. When you brainstorm on nontraditiona media placements, can you “see” things different ways, and make them into something new in way that supports the message?