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What I find especially successful about this campaign is a combination of well thought-out factors. One, the casting couldn’t have been more spot on. Dean Winters—from shows like Oz and 30 Rock—really epitomizes the Mayhem persona. He wears a suit but looks like he just got out of a bar fight. He’s calm and straightforward about the destruction he causes and that matter-of-factness really hits home—especially when Winters literally hits homes. Or cars. Or motorcycles.

 

From July 14-17, the Order of Architects in Torino organized the 2011 Architettura in Città Festival. Art, cinema, theater, dance, literature, photography and music dialogue with architecture, design and the city, through projects by over 50 cultural organizations from Torino and its province. 
We took care of the mounting for the Infopoint at the majestic Bertalazone di San Fermo Palace in central Torino. The graphic project was curated by Lorem – LOREM – Graphic Design and Communication under the supervision of HOUSEDADA, reproducing amongst other things the festival’s logo in anamorph technique. 
Truly design is amongst the initiative’s technical sponsors.

We opened up the reception letting in lots of natural light and added floor to ceiling double doors that showed the busy working office beyond so that there was an immediate connection to the action. The different working zones created allow for people to use the space in a variety of working modes – relaxed lounge style client waiting/greeting areas; café bar style work stations for short meetings and collaborating over coffee; small hubs for more intimate or focused meetings; large communal tables with benches for larger groups. The space is also designed to be used as a whole for company gatherings and events.

 

My take on this is that the speeds of the Calatrava “Brise Soleil” opening and the wind turbines are OK because, like a lot of elements in this work, they are done as if shot in time lapse.

I typically dislike it when creatives use the negative to sell a product, as often times the ideas aren’t as sophisticated and rely on immature or brash imagery and tone to share a message. It can be funny, sure, but also can leave a neutral or sour taste about the brand. The Mayhem character is not a new one to the advertising world; bad guys who are stopped by the advertised product have definitely been successful in the past. It just seems that a great example of such a technique hasn’t appeared in a while.

What I find especially successful about this campaign is a combination of well thought-out factors. One, the casting couldn’t have been more spot on. Dean Winters—from shows like Oz and 30 Rock—really epitomizes the Mayhem persona. He wears a suit but looks like he just got out of a bar fight. He’s calm and straightforward about the destruction he causes and that matter-of-factness really hits home—especially when Winters literally hits homes. Or cars. Or motorcycles.