Love Art Veldtog by Daniel da Hora is a highly esteemed winner of the very prestigious 2024 A' Design Award in Brons in Reklame, Bemarking en Kommunikasie Ontwerp Competition Category.

BronsReklame· 2024

Love Art Veldtog

by Daniel da Hora

Client: Dahlstedt Holding SL

A' Design Award in Brons Winner in Reklame Category

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Verified Award Winner
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Colors

The Design

About Love Art Veldtog

In sy openingsveldtog begin Winghook met 'n gedurfde en artistieke onderneming wat daarop gemik is om 'n weergalmende stelling te maak. Deur 'n noukeurige vermenging van digitale manipulasie en artistieke herinterpretasie aan te wend, inkorporeer Winghook bekende meesterstukke uit die Kunsgeskiedenis in sy narratief. Deur vaardige manipulasie daag die veldtog kykers uit om inkongruïteite te onderskei, met presisie en aandag aan detail. Deur bekende klassieke werke met vernuwende wendings te jukstaponeer, nooi Winghook nie net bepeinsing uit nie, maar bevestig ook sy vernuf in die beskerming van die integriteit van artistieke skatte.

The Recognition

About the A' Design Award in Brons

Love Art Veldtog is 'n wenner van die A' Design Award in Brons, 'n hoogs prestigieuse erkenning wat toegeken word aan uitstaande ontwerpe wat gekenmerk word deur kreatiwiteit, vindingrykheid en skerpsinnigheid. Wenners in Brons is ruimskoots vaardige en opvallend kreatiewe artefakte wat die groot ervaring, verbeelding en vindingrykheid van hul ontwerpers bevestig. Daar word verwag dat Love Art Veldtog 'n hoog aangeskrewe, bewonderde en gekoesterde voorwerp is wat merkwaardig professioneel en innoverend is. Hierdie ontwerp wat die A' Design Award in Brons gewen het, inkorporeer die beste praktyke in kuns, wetenskap, ontwerp en tegnologie en is uitstekend vanweë sy aandag aan detail. Love Art Veldtog bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: For the first campaign of Winghook, it was needed a bold and artistic approach to make a statement. Winghhok has a Swedish design DNA, and is neither a nail, nor a screw. It’s better than all of those old fashioned things, and it holds your art on the wall in a fast, clean, easy-to-install, and safe way. By using famous paintings of Art History in a new, surprising way, it's clear that, if things are not in their right place, you will notice in a minute.
Dimensions & Packaging: Posters: 480 X 640 mm
Magazine: 200 X 280 mm
Tags: Art, Creative, Museum, Paintings
Production Technology: More then 400+ hours of digital treatment and manipulation work over Procreate, Blender, Photoshop, and Illustrator. Almost 10 Giga bytes of data for each project, including ultra-high resolution images of the original files (up to 600 Megapixels).
Each painting had a sketch over it before we ímplement the final digital manipulations, so we could take càre over the color and líght aspects of the original, using the tools of the software. The final "new" paintings also took into consíderation what elements were erased or moved on the scene, and in some cases we even needed to change the whole painting lightening, shadowing, and physics.
Design Challenge: By digitally editing some masterpieces, replacing elements, rearranging known visuals, or simply taking off the scene other parts, we created whole new paintings, full of meanings, that relate directly to the usage and the efficiency of the product. Now, your challenge is to find out whats is missing or different on all of those images. Can you do that? If you really love art, you can.
Research: For the first campaign of Winghook, we needed to be bold and make a statement. Winghhok has a Swedish design DNA, and is neither a nail, nor a screw. It’s better than all of those old fashioned things, and it holds your art on the wall in a fast, clean, easy-to-install, and safe way. So, by using famous paintings of Art History in a new, surprising way, we make clear that, if things are not in their right place, you will notice in a minute.
Paintings names:
Las meninas, Diego Velazquez (public domain);
Nude Maja, Francisco Goya (public domain);
Painter’s Mother, James Whistler (public domain);
Composition 2, Piet Mondrian (public domain);
A Bigger Splash, David Hockney (Gerety);
Soup Cans, Andy Warhol (MoMA);
baking the Bread, Anders Zorn (public domain).
Inspiration: By digitally editing some masterpieces, replacing elements, rearranging known visuals, or simply taking off the scene other parts, it was created whole new paintings, full of meanings, that relate directly to the usage and the efficiency of the product.
Project Duration: The project started in Dec 2021 in Stockholm SUE and it’s still running.
Team Members: Creative Director / Designer: Daniel da Hora
Image Credits: Image #1 to #5: Creator Daniel da Hora, Display Images, 2024.