Barbican classical music home page
Campaign look and feel • Bespoke imagery • Out of home campaign • Print
Forming part of a three year campaign, we needed to express classical music in a new, exciting way that effectively conveys the emotional experience of attending a concert.
Research suggested that The Barbican’s communications lack openness and personalisation. Firedog’s solution was the “Dreamscape”, a series of landscapes reflecting the intensely diverse imaginative and emotive reactions upon listening to classical music at The Barbican. To signify this breadth, we juxtaposed images of jarring, urban structures with softer, natural landscapes. While the images retain soft hues of brown, lilac and light blue, each reveals the use of dense materials such as concrete or steel to offset this contrast. We achieved the Dreamscape through using multiple-exposure techniques to create a series of surreal images, illustrating an ethereal place that has been created in the mind of the audience. Using “real people” for the photo shoot enhanced the authenticity we were aiming for and we designed, illustrated, and post-produced everything within the Firedog studios.
255 posters have been up in 129 tube stations. The Barbican has already asked us to work on another project for early 2014. They have also launched a Facebook “musical journey” apps campaign and would like to extend this 2013 campaign into animation.