Thinking out of the box
Leaving conventional paths behind and thinking out of the box - that's what Johann does for BMW Individual, a service for high-end customers to personalise their new car in an exklusive way (agency: Serviceplan, CD Falk Pegelow).
The task: showing the various interior variants to configure the new car models. Surprisingly Johann refrains from depicting them in a classic way. No photos of upholstery, paintwork or mouldings. Instead, he is bringing in his interdisciplinary skills by adapting the art genre of suprematism and breaks down the individual models and components into basic geometric forms such as circles, squares, lines and rectangles. With this base the customer starts to configure his interior.
When the customer has completed his creational process, he receives a flatlay. It unites the selected components in an abstract, artistic way. This is where photography comes into play again. The concept works across all models and can be extended in all directions.