Unten ohne, Packaging Design
Creating art is a true act of exhibitionism. You have to show everything you have. A real exposure of your soul. For the Austrian artist and stainless steel sculptor Ludwig Haas we created an unconventional promotional item to show off his new series of sculptures.
The sculptures of Ludwig Haas are bold and heavy – some of them weigh around 200 kg. They are pretty hard to move. A few of them are stored deep down in the dark – in a cellar. We came up with a special idea to promote them without moving them.
Instead of moving the sculptures we moved our photo equipment and did an unconventional shooting deep down in the dark. We used this special, harsh vibe that resonates with his sculptures and created an unique visual language.
To match the idea of “below” we created a special item instead a simple folder to show off our photos. We created an object consisting of white underpants, a custom manufactured huge silver oversize bag, a poster with all sculptures on it and an unique relic – a small, original part of his new steel sculptures.
The goal of the whole package was to promote his new show later this year. Or how we’d say: A new way of “teaser” campaign.
