Classically Relevant
Pregnate x-rays classical music.
Classical
This one, as with most of our projects, began a fair way from our turf of design and branding. And as always, the ingredients were irresistible - classical music, a young conductor, reduced funding for the arts, a declining audience, a rock band.
Classical music for all |
Demystifying classical music |
Dismantling
Existing paradigms were robustly audited, established archetypes queried and legacy models of 'the orchestra' deconstructed.
Almost scientifically, we began identifying the constituent components - separating the art from the unnecessary packaging and the craft from the cultural baggage.
We were not attempting to repackage, quite the opposite - we were instead demystifying what has been long perceived as inaccessible 'high-art', making it see-through, readily accessible.
Mashing
We love mash-ups. We love bringing polar opposites together, facing and augmenting one off the other. New perspectives, unexpected vantage points are made available. A rock band + a classical orchestra. A rockestra.
Beyond the skin
Bringing together musical instruments across denominations, we immediately found, having lined them up, visual stigmas remained- the electric guitar- grungy, the violin- refined, the cello- soul-ful. We had to get past the skin. So we xray-ed them- creating ‘MRI’-like sectional plates of each instrument- allowing a view into the soul of each instrument.
A new Ensemble
We built a series of campaign posters for the client- each a cacophony of colour, an assemblage of vaguely familiar forms and a non- denominational collage.
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