“Look Closer” is the new campaign launched in partnership with San Francisco Design Week. The focus of the campaign being to encourage us to discover our unconsidered surroundings and discuss their beauty with other like-minded people. Art Director, Michael Mason explains, “We are constantly shaping the world around us. From the buildings we work in to the roads we use to get to them, from the tools that we work with to the ways we unwind — nearly everything that surrounds us has been designed. And, as it often should, much of this design amidst us goes unnoticed. So much so, that we rarely consider the stories and process behind it.” The installations featured in the campaign are said to be a visual metaphor for revealing each specific design process. The juxtaposition of complex wooden frameworks with seemingly invisible faces catches the eye of the audience, forcing them to ‘look closer’ at each design, and decipher its design process. The installations are said to act as a visual metaphor for various design processes, therefore forcing viewers to think about components that usually would go unnoticed.
The letterforms were photographed throughout the city and displayed at the festival’s Design Hub throughout the festival.
