Ion Lucin shared an incredible project exploring light and darkness, I'd say more darkness than light but the result is fantastic. The minimalist representation of objects in black and white with subtle animations create an eerie yet elegant effect.
The tagline of this campaign is: The more you connect, the less you connect. There’s a powerful message through the lines of this campaign tagline and you can easily relate with what it is all about. We’ve been through debates where technology grows at such a fast pace that the consumer grows to be even more demanding but at what point? I love the fact that the art direction gives you a clear understanding and a reflection to a sad reality of a present day. I love technology but I do agree that we have to keep a balance in our lives. A great thought from the work from Donghai Liu for Ogilvy Beijing.
Published via Behance is the work from Donghai Liu who is a creative director based in Beijing, China. With 15 years in the business, Donghai went from designer to assistant art director, copywriter to senior copywriter and assistant creative director to a creative direction position. That's a lot of experience on different fields and has worked with many brands including JWT Shanghai, Bates Beijing, Leo Burnett Beijing and more.
This Print Campaign was done by Ogilvy Beijing advertising agency for Center For Psychological Research, Shenyang in China. It was released in the Apr 2015.