DIVINE IRONY by 1pointsize for Sharad Haksar

DIVINE IRONY

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Industry Photo Development
Media Design & Branding
Market India
Agency 1pointsize
Copywriter Anantha Narayan
Photographer Sharad Haksar
Released December 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: SHARAD HAKSAR - PHOTOGRAPHER
Product/Service: PHOTOGRAPHY
Agency: 1POINTSIZE
Art Director: Sharad Haksar (1pointsize)
Copywriter: Anantha Narayan (1pointsize)
Account Manager: Aswin Rao (1pointsize)
Photographer: Sharad Haksar (Eye-Light Pictures)
Project Coordinator: Ratika Haksar (1pointsize)
Media placement: Photographs - Top 150 potential clients & art buyers - 1st December to 1st March

Describe the brief from the client
Sharad Haksar is a reputed photographer from India renowned for his conceptual images. Our task was to project him as an artist who understands and captures the finer nuances of India.

Describe the challenges and key objectives
Considering our target audience consisted of potential international clients and art buyers, we had to present India in a hitherto unseen point of view, to demonstrate Sharad's creativity and understanding of the subtleties of the sub-continent. To achieve this goal, we decided to create the 'Divine Irony Series' - a photographic presentation of every day street life in Hindu India, as viewed from an ironic light. As all of these situations were staged, the biggest challenge was to make it look almost believably like a 'slice of life'.

Describe how you arrived at the final design
India is a nation of 330m gods. Yet the country is no paradise. We presented this ironic juxtaposition of extremes by shooting street art form of Hindu gods with a suitably contrasting foreground. Choosing the gods was the first challenge.

We picked Ganesha, Saraswati, Lakshmi, Shiva, Ganga & Surya. The next step was to portray the irony associated with each god in an eye-catching manner. Giving it that ‘real’ feeling was a task in itself. Once we had the pictures, we gave it an authentic Hindu feel by encasing it in a saffron cloth cover.

Give some indication of how successful the outcome was in the market
We mailed out the ‘Divine Irony Series’ to scores of potential art buyers and international clients. 1 in 3 people mailed back raving about the 'stunning nature' of the work. We also had requests pouring in to stage the series as an art show.