As a kid, I was fascinated by masterpieces of classic and modern literature and -like many others my age- dreamed of writing a novel, or a collection of short stories and become a famous literary figure. I even had a very good name for my hypothetical novel, which is so good I won’t tell anybody, just in case I find time in this life to write the book. I was living the lives of Bulgakov, Joyce, Proust, and Kafka and spent days and nights working on my own short stories. Life, however, had a different plot for me, with different characters playing pivotal roles in my life, and to my surprise, my first work that printed maybe in millions was not a novel or a collection of short stories, actually not a bonded book at all, but a package I’ve designed for a fountain pen. It was not an excellent pen and certainly didn’t had a very good package. My “work of art” was judged and used in a very different way than what I originally had in mind, but, it touched so many people, perhaps a lot more than the number of people who might read my stories.
I think, for graphic designers, consumer product package design and billboards are two empowering and critical subjects at the same time. Both of them are “out there” to be judged and experienced by almost every kind of person in society, not to mention that their impact is also measurable in various ways.
This is my first billboard in Canberra, Australia. The brand must attract attention in the shortest span of time (around 2.5 seconds, before display switches to another ad), and should be visible under the southern sun.
Because branding hadn’t defined a secondary colour, I’ve chosen the most visible and noticeable yellow the outdoor advertising industry recommends of LED displays.
The photo is taken by Canon 5D mark II and Canon EF 17-40mm f/4.0L USM.
Big Impact Advertising is the billboard provider.