Alternative Tagline: “The world is your canvas”
I'm sure as a child everyone has come across some form of entertainment through art such as comic books, cartoons, and exhibitions. Back when I was younger and still stuck around for Saturday morning cartoons, I was always infatuated by commercials and movies that incorporated both art and live-action within the scene. My attention was always occupied from the blending between actors in real or fictional environment interacting with animated objects, forming a very noticeable contrast between textured and monochromatic reality and contours and bright palettes of cartoons.
Geico's iconic gecko is blended into real environment using three-dimensional rendering.
Perhaps it was my fantasy desire to see such bright, cel-shaded shapes with rough outlines come about in reality that got me interested in live-action/animation style that we commonly see in television screens, whether they be the gecko from Geico commercials, Captain Crunch or Looney Tunes characters in Space Jam (And I guess also Mr. Opportunity from Honda, but I have an irrational dislike against him for some reason I can not fathom).
Mr. Opportunity is a cartoon character, who is animated within the real world interacting with live actors.
He also promotes cars. Just saying.
On the other hand, unusual application of art styles in real-world environment also gets my attention, since we do not often see stop motion animation using solely vegetables and salad dressings or cover entire building side with orange fabric. We also do not see art created by driving a car with painted tires around a gigantic canvas, which was exactly the case for BMW Z4 Roadster's promotion “Expression of Joy” in which the driver was issued a remote-controlled car with paintable tires, controlling the vehicle using a screen showing the full canvas like an artistic, non-violent version of Grand Theft Auto.
The following shots demonstrate car painting, using spray-painted tires to create brushstrokes that run across the canvas.
Combining two seemingly unrelated themes into one coherent style creates a unique example of sheer number of possibilities in compositions, and they certainly succeed in attracting audience through unique, unpredictable style. However, this does not necessarily mean the outcome will always be successful, but it is definitely a worthy innovation in advertising business.
Maybe this is why I also like crossover series. Stay classy, Capcom vs. whatever!
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Expression of Joy website: http://www.expressionofjoy.com/#
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