August 20th, 2009
"When Antero Jokinen and Mikko Lahdensalo presented us the idea for this ad, we saw both potential to make a good picture and some familiar pitfalls that come along with these kind of compositions.", says Tuomas Korpi. "I'm the first to admit that I've myself had bad experiences with pictures like these. Well, maybe not downright bad, but less than satisfactory." Thus accomplishing this Piñata's first ever job for 358 took not only careful design but also a healthy dose of self criticism.
We started by creating drawings and colour sketches of the composition to get the picture working as a whole. Collages with dozens of objects in different scales take some thought and balancing or they tend to starts sliding towards chaos. "In the beginning we had an idea of a stronger breeze flipping through the pages and moving the stuff around.", says Tuomas. "Eventually we steered towards a more starightforward movement with the products while maintaining the windy feel in the brochure. We had the final ad sizes and typography as templates right from the start which helped us a great deal."
Modeling all the products in 3D turned out to be the right decision to be able to get a nice interaction between the lighting of the objects. Since Jani Karvonen and Jerry Ylilammi did a precise job in creating the stuff in 3D the retouch work was mostly just minor tweaks here and there. "Even though we still made some changes to the composition right near the end, the thorough design work acted as a solid basis for the picture.", says Tuomas. "Once you have something done it's easy to tell both what you want to add and what you want to leave out."
Credits
Client: IkeaAgency: 358
Creatives: Antero Jokinen, Verneri Leimu
Project Manager: Ulla Holma
Producer: Mikko Lahdensalo