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Back Market ad campaign - collages and art direction

I was commissioned by the director Maxime Bruneel and the production company Eddy.tv to create key visuals for the Back Market advertising campaign. The provocative campaign, dreamed-up by the Fallon agency, presents the ecological and economic benefits offered by the recycling company. In a spirit of witty self-reflection, Maxime’s approach was to recycle existing graphic elements into creations that are unique, colourful, playful and ultra-dynamic. To achieve this, he gathered together a team of almost 20 artists on both sides of the Atlantic representing a wide range of disciplines: illustrators, animators, editors, experts in collage and compositing. This offbeat visual narrative provides a bold counterpoint to an irreverent voice-over that encourages viewers not to be afraid of second-hand products, and to resist the siren-calls of Big Tech seducing them with novelties that aren’t always new. It’s a project that combines all the strengths of Eddy’s work, bringing together their extensive animation and live performance expertise to create a mixed-media project that was entirely remotely coordinated by Maxime. The project evolved enormously during the editing process as it never stopped pushing inventiveness and visual surprise to the maximum. The result: extremely rich films that you want to watch again and again to relish their wealth of amusing detail.

Project Roles
Art Director, Creative Director
Company
Back Market
Skills
Art Direction, Collage, Design
Media
Advertising, Brand Identity, Editorial Designs, Visual Designs
Project Industries
Lifestyle, Technology
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction
Back Market ad campaign - collages and art direction