Art Needs You - Barclays L'Atelier

C h a l l e n g e
Inspire the artistic community to enter the Barclays L’Atelier, the continent’s premier art competition. Speaking
to such a niche market, we knew we needed something different to capture our audiences’ imagination.

S o l u t i o n
So we created a machine that could read its subjects emotions, feelings and moods; then, at the touch
of a button, produce a piece of art in the perfect medium. We hosted an exclusive event for the media where we unveiled the machine. We wanted to shock them into imagining a world that no longer had need for artists. Things then started to go really badly, which is exactly what we wanted. Because the machine wasn’t real and it was the perfect time to reveal our true message we wanted to share. In a world being consumed by technology, now more than ever, Art Needs You.

R e s u l t s
So we created a machine that at the touch of a button could produce art in the appropriate medium.
However, the machine was never real and at an exclusive event, we pranked the media into imagining a world that no longer had need for artists. Before things got too out of hand we revealed the true message we wanted to share. In a world being consumed by technology, now more than ever, Art Needs You. A message reinforced with poster design. We used a contemporary design style that illustrated the importance of the human element in the creation of art. Our imagery highlighted the self-expression, passion, voice, heart and soul that we as humans, pour into our art. Elements that technology can never replace. The following are design elements that were created for the campaign