The Creatives Room

Automatic Gear Shifting

Brand: Ford · Agency: Blue Hive, Sao Paulo, Brazil · Year: 2016 · Category: Print / OOH · Medium: image

A series of 3D illustrations by Sattu Rodrigues visualizes the difficulty of manual gear shifting. Each execution presents a close-up of a driver's hand attempting to grasp a gear-stick transformed into a painful or dangerous object: a cactus, a biting alligator, or a hornet's nest. The rendering style is highly-detailed and textural, set against a softly out-of-focus truck cab interior to isolate the central metaphor.

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Automatic Gear Shifting - Blue Hive, Sao Paulo, Brazil - 2016 | The Creatives Room