iPhone 7 – Futurism Advert

The brief was to create a phone advert inspired by a movement from the early 20th century.

To begin the project, I researched into different art styles from that time, such as cubism, futurism, expressionism etc.

When researching for different artists, Gino Severini grasped my attention with the piece Sea Dancer 1913. The colours and painting techniques he used show movement and life. His work inspired me to choose the futurism movement for this project.

To begin with, I brainstormed my ideas by sketching and using acrylics. Then I researched online for past adverts created by Apple to familiarise myself with their style. When considering the importance of movement and colour in futurism, I decided to find and place a man jumping in the air whilst holding a phone at the centre of the piece.

My initial idea was to have a hand holding a phone at the centre with colours and cubes around it (in the cubist style). However I believed this to be too simple, and wanted to create a more involving visual.

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Considering how eye-catching the Apple logo is, I thought of putting the jumping man inside it to make the man the focal point and use the familiarity of the logo to catch the viewers attention. To make sure I don’t have copyright issues, I took the bite out of the apple and used an entire one instead.

Surrounding the apple, I painted different coloured shapes in the futurism style using deep blues, yellows, greens and reds. This makes the piece burst with colour, and the texture of the paint brings a different level to the piece.

After scanning my work, and adding the apple slogan text ‘think different‘ on top, I printed the piece on A3 paper. I realised how the colour didn’t come out very well, so this will need to be looked into for the future.

I presented my work to the class, and the comments turned out to be positive and they were able to connect the advert with the art movement. I found this project very rewarding through experimenting with an unfamiliar art style and playing more with colour, and will strive to perfect my scanning skills for future projects.