The Creatives Room

Design is nothing if it's not smart

Brand: Smart Car · Agency: BBDO (Germany) · Year: 2017 · Category: Print / OOH · Medium: image

This graphic print series places a Smart car in profile on a seamless, light grey studio background. Each execution features an object with a traditionally long cord or hose—a gasoline pump, a fire hose, an ethernet plug—rendered with a comically short cable connected to the car. The photography is clean and direct, shot from a side-on elevation with even, soft commercial lighting. The simple composition creates a visual punchline, equating the short cord with the car's compact efficiency.

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Design is nothing if it's not smart - BBDO (Germany) - 2017 | The Creatives Room