The Citroën’s showroom is one of the most iconic facades of Brussels, needless to say; it has become the cornerstone of the entire campaign.
Citroën garage, building cars, movement.
It was clear from the start that we wanted to create an animated identity.; Something that mirrors movement, inherent to the DNA from this old garage. It was this specific image (as shown below) that inspired us to animate text on the path that we extracted from an old blueprint from the showroom.
Using this path and After effects we created a three stories high animation, typographically reconstructing the Citroën facade.
The whole campaign fell in place only after finishing painting the name ‘Kanal Brut’ on the original facade. Serving as the main attraction for people passing by and living around this new contemporary art museum.
Translating the look and feel for print.
For print, we chose a slightly different approach. Using the building’s shape with text set in 3d space, again referring to the same facade.
80 liter of paint, 2 weeks of work, 2 or possibly even 4 infected elbows.
The first lick of paint and sweat.
A series of animated teasers for instagram.
For the Instagram account launch, we made 15 seconds lasting animations, shot from a fixed camera angle.