THE OGILVYONE DESIGN TEAM BLUR THE BOUNDARIES BETWEEN PRINT AND DIGITAL ART
The OgilvyOne design department is equally adept with both digital creativity and more traditional print work. The team collaborated on a project that blurs the two disciplines, to create an astonishing art installation. But is it printed digital, or a digital take on print?
With the concept and design by Hiten Bhatt, the heart of the piece involves two ten-feet high mosaics of emoticons, the quintessential icon of the digital landscape.
But each of the pixels used to create them was formed from individual Pantone colour chips, synonymous with traditional art departments for decades.
From the early stages, it was obvious that such an undertaking would require thousands of the inch-square Pantone chips to make the artwork (21,120 as it turned out). Each Pantone book costs £150 but on hearing about the project, Paul Graham, Sales Director for Pantone EMEA , offered to help by supplying over a hundred swatch books, that required an entire office's bookshelves to house.
It took four months and dozens of people tearing chips out of the books and arranging them by colour to amass the required amount of ‘Paper Pixels.’ Then over the space of 52 hours, a core team of twelve painstakingly assembled each image. As an added complication, it was decided to randomise the placement of each pixel, to make the design appear to grow organically when captured by time-lapse photography.