The making of Omega Sochi 2014Aug 26 2014 · 0 comments · advertising, graphic design ·2
In september 2013 I got an email from Dario Nucci, the man behind Alpha Studio, telling me he was going to need some design and illustration work. Dario has been taking care of the creative direction for quite some Omega campaigns over the last few years and with the Sochi Winter Olympics coming up, he was put in charge of the accompanying print campaign.
Omega has been doing the timekeeping for all the olympics for decades now and the first winter olympics they timed was in 1932. This fact was to become the central idea to the campaign. Dario asked me to start sketching on two posters.
HistoryOne poster was to represent the 1932 olympics in Lake Placid and a second one, of course, to represent the 2014 Sochi Olympics. These two posters together would show the history and lasting quality of the Omega product. The idea was to always try to show them in tandem, next to each other, so there had to be a compositional relation between the two. In actual fact they would have to behave as one.
The Drawing BoardSo we got to sketching.
First I did some general scamps to see how we could make the composition work. Just quick and dirty. That was followed by some exploration into possible type treatments and texturing to hit the right look and feel for the different historical era we wanted to show.
The BuildWhen we got a clear idea of where we wanted the designs to go I started on the final illustrations and lettering.
Based on reference material of bob sleighs (sleds?) I drew the two final illustrations, to be scanned in and traced in illustrator. The shading and colouring was done by layering different shapes on top of each other and playing with their individual colours, gradients and blending modes.
The lettering was based on an existing font and treated to fit the era each poster was to portray.
We added a couple of elements to strengthen the concept of ‘than and now’. One was the ‘clock face’, the circle of lines has a higher resolution of stripes (i.e. more accurate time keeping) in the 2014 poster than in the 1932 one. Additionally we added the mountain ranges of each Olympic site (Lake Placid in 1932 and Sochi in 2014 respectively) into the background of the each poster.
After all the vector elements were done, everything was brought into photoshop where further textures and gradings were added.
The ResultAt first the two basic ads were produced. And after these were approved we set out on producing all the different shapes and sizes that a global campaign would need. So horizontal designs for big billboard and more vertical ones for retail situations.
Regrettably, after all out hard work, Omega decided to go a different route and not use this campaign.
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