This is the Gatorade G Series global campaign using Usain Bolt, Aldo de Nigris and El Canelo. Each athlete represents the three stages of G: Prime, Perform, and Recover.
For this campaign we have used a visual language I am studying since the early 90s. It’s based on the principle of invariance and the “theory of perspective space” by my teacher Nino Di Salvatore and the Gestalt school of psychology. The theory makes use of polygons, especially trapezes, that the human brain prefers to recognize as rectangles in perspective.
The colors follow the theory of “Continuum Cromaticum” by my teacher Augusto Garau. The theory helps the designer to use primary, secondary and tertiary colors in positions that form unity and continuity.
For this campaign we have used a visual language I am studying since the early 90s. It’s based on the principle of invariance and the “theory of perspective space” by my teacher Nino Di Salvatore and the Gestalt school of psychology. The theory makes use of polygons, especially trapezes, that the human brain prefers to recognize as rectangles in perspective.
The colors follow the theory of “Continuum Cromaticum” by my teacher Augusto Garau. The theory helps the designer to use primary, secondary and tertiary colors in positions that form unity and continuity.
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