BLOW UP by MAUD for Pool

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BLOW UP

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Australia
Agency MAUD
Released November 2011

Credits & Description

Category: Self Promotion
Advertiser: POOL
Product/Service: CREATIVE AGENCY
Agency: MAUD
Executive Creative Director: David Park (Maud)
Designer: Ben Crick (Maud)
Director: Sean Izzard (Pool)
Director: Simon Harsent (Pool)
Executive Producer: Cameron Gray (Pool)
Business Manager: Melissa Archer (Pool)
Photographer: Danny Eastwood (Pool)
Photographer: Christopher Ireland (Pool)
Photographer: Ingvar Kenne (Pool)
Media placement: Publication - distributed to ad agencies, design studios and editorail clients. Also available to purchase onlline - 04/11/11 - Present

Describe the brief from the client
Founded in 2008, Pool is a photographer's collective, with the common aim of creating world-class photography whilst inspiring and contributing to the wider community through visual art.

Broadly, as a form of self promotion, Blow Up was to be a publication and accompanying exhibition that featured the work of the 5 photographers.

The aim of Blow Up was to create a platform for personal creations, and a showcase of the dissimilar perspectives and common ideals of an artistic collective.

Describe the challenges and key objectives
The main challenges and objectives revolved around ensuring the work of each artist remained distinctive within the single publication.

There needed to be an element of randomness, whilst ensuring a fitting juxtaposition of each artist's images.

The large format was also a challenge when engaging print suppliers.

Describe how you arrived at the final design
The design concept was based upon incorporating the idea of a collective of artists into the physical structure of the publication. Thus, it exists as a complete, sequential publication which then separates into 5 distinct books, of varying sizes, each on a different high grade stock, that can be pulled apart as and when the mood strikes.

Forgoing the traditional gallery set-up, the accompanying Blow Up exhibition to launch the publication was a temporary installation at Fleet Steps, where each photographer exhibited their works in 1 of 5 modified shipping containers, arranged in the shape of the company logo.

Give some indication of how successful the outcome was in the market
The Blow Up publication was launched with an accompanying exhibition which opened with an invite-only launch on Friday 4th November 2011 and was attended by 300 members of Sydney's creative industry. The exhibition was also open to the public over the weekend of 5th - 6th November 2011, drawing a crowd of over 1,000 visitors.

A limited edition publication of 400 copies, Blow Up has been distributed to advertising agencies, design studios and editorial clients across Australia, and is also available to purchase online at www.blow-up-pool.com.