For my first project working in London, Sony Music’s creative department FOAM asked me to create a lo-fi promo campaign for a newly signed band on a $1000 budget.
The answer was a new type of poster campaign: We made 3D posters for the band, hung them across East London and shared visuals and a making of movie online.
I modeled the horse in Google Sketchup, made it into a printable pattern using a customised Ruby plugin and assembled each poster using only paper and glue. Each one of them took around 35 hours to complete.
We achieved great coverage in the creative and music press, causing the Dry the River official video to shot up from 10,000 views to 300,000 views in two day.