INFRASTRUCTURE by Toby and Pete Sydney for AMP Capital

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INFRASTRUCTURE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Australia
Agency Toby and Pete Sydney
Art Director Georgia Arnott
Producer Richard Frost
Released December 2010

Credits & Description

Category: Illustration
Advertiser: AMP CAPITAL
Product/Service: INTERNAL PROMOTION
Agency: TOBY AND PETE
Date of First Appearance: Dec 18 2010
Entrant Company: TOBY AND PETE, Surry Hills, AUSTRALIA
Illustrator: (Toby and Pete)
Art Director: Georgia Arnott (Banjo Advertising)
Producer: Richard Frost (Banjo Advertising)
Media placement: Panoramic Poster - Internal - 25/11/2010

Describe the brief from the client
To create a panoramic scene which displays the infrastructure of a city and how it links and operates together.

Describe the challenges and key objectives
The key objective was to display the infrastructure of a city in the simplest way possible. It had to be striking and non-complicated.

Describe how you arrived at the final design
We needed to create a physical city, however, if we were to push too close to reality the outlay of the infrastructure would have been lost in midst of endless detail.

So we chose to simplify it to be somewhat similar to that of an architectural model. We kept the textures tangible and paper-like to add realism to the image. And we used a primary colour pallet so we could create differentiation between each element without over-complicating the image.

Give some indication of how successful the outcome was in the market
As an internal promotional project, it was very well received.