Before the Midnight Hour Whakaahua Taonga nā Martin Reznik

Ko te hoahoa Before the Midnight Hour Whakaahua Taonga nā Martin Reznik he kaitoa whakahirahira o te 2022 A' Design Award Koura i te Wāhanga Whakataetae Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata.

KouraWhakairoiro· 2022

Before the Midnight Hour Whakaahua Taonga

nā Martin Reznik

Kiritaki: Martin Reznik Illustration

Kaitoa o te A' Design Award Koura i te Wāhanga Whakairoiro

61,031

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #133798

Ako Anō Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Before the Midnight Hour Whakaahua Taonga

He raupapa whakaahua pango me te ma na Marc Krusin me te whakaatu i ana hoahoa taonga tino rongonui mo Knoll me Desalto. I whakaaweahia e te komeke me te whare pikitia noir, ka takahia e te kaupapa nga tikanga o te whakaahua taonga ma te kawe korero ki nga whakaaturanga, te whakamahi i te tirohanga whakahiato me te ahua o te ahua o te noir. Ko te kore o te tangata me nga taonga marara ka taapiri i te mea ngaro me te awangawanga ki te pakiwaitara, i te wa e whakaatuhia ana te protagonist i te mutunga ohorere. Ko nga whakaahua katoa he mea tuhi mariko ki Adobe Photoshop ma te whakamahi i te papa Wacom Cintiq.

Te Whakamihi

Mō te A' Design Award Koura

Ko Before the Midnight Hour Whakaahua Taonga te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Before the Midnight Hour Whakaahua Taonga he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Before the Midnight Hour Whakaahua Taonga i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: Series of illustrations commissioned by furniture designer Marc Krusin for the promotional use on his website and across social media channels and featuring his most prominent furniture designs for Knoll and Desalto. The project brakes the conventions of furniture illustration by bringing a narrative to the scenes, use of exaggerated perspective and a film noir aesthetic. The lack of human presence and scattered objects add an element of mystery. The protagonist is revealed in a surprise ending.
Inenga & Pēketanga: The illustrations are mainly used in a digital format online, but they were also designed with art print production in mind. Each square illustration is drawn on 500 x 500mm digital canvas.
The images were later combined into a large poster (500 x 700mm) and reproduced as a limited edition screen print.
Tūtohu: illustration, furniture, noir, interior design, comics, digital art, black and white, drawing, architecture, graphic
Hangarau Whakanao: Each illustration was drawn in pen and ink on paper and once approved by the client it was redrawn digitally. I used Adobe Illustrator to construct the furniture and interiors accurately and then Photoshop to apply textures, light and draw other elements using Wacom Cintiq tablet. The images were rendered using black only to recreate film noir aesthetic.
Wero Hoahoa: The client was against any human figures in the scenes, but I could not help but wonder about the smoker missing from the first image. I felt his appearance was important to the story. His silhouette is revealed in an extended version of the 4th illustration, but only as a scroll option on an Instagram post. The client thought this elegant solution added an element of surprise and closure to the story.
Each image needed different cropping options to accommodate various socials and screen formats.
Rangahau: Since I have never illustrated furniture before I made few initial sketches based on an online research of the industry trends, but these came out quite dull and rigid. I was not happy with them at all. I decided to go a different way and focus on style and narrative instead. From then on the research involved my favourite films and comic books, noir genre in particular. I decided to recreate its moody atmosphere in my series. The style also justifies unconventional framing of the furniture.
Whakaaweawe: Main inspiration for this project were comics and classic French noir cinema. The concept for the first illustration came from a reference photo I received from the client, which was a shot of a chair from behind and at a very low angle. It was very unusual and sparked loads of questions in my head. Being a fan of detective stories I decided to follow this approach in the layout of the image. The first image was crucial in setting the tone for the whole series.
Roanga o te Kaupapa: The series was posted on Instagram and LinkedIn starting February 2021 and these posts are still active. The hero banners on client's website run for about 8 months, nearly till the end of 2021.
Rerenga Mahi: The project was initially published on Instagram. The illustrations were posted in regular time intervals. Main interaction with the story comes with the 4th and last illustration, where the viewer is encouraged to reveal the protagonist (the smoker) by using the scroll option on the Instagram post.
The unusual approach to furniture illustration in these series ensures the greater impact on the viewers arousing their curiosity about the products and the brand itself.
Whakamana Whakaahua: All illustrations: Martin Reznik, 2021