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COLOR TREND BOOK MY DEAR FRIEND
Trend catalogue for the new automotive paints by BASF Coatings GmbH
My Dear Friend,
The trend book was entitled MY DEAR FRIEND and structured as a collection of letters. In close cooperation with our cool client Mark Gutjahr - now Head of Design for BASF Coatings Europe. Five people each had a chapter with a letter of wide-ranging import. For example, there is a businessman who did not have the strength to open his office door and simply runs off. At the train station, he sits and writes a deeply honest letter to his best friend with whom he now heads the company. Or there’s a letter about an elderly scientist who makes his young, aspiring colleagues aware of the thin ice of morality when industry knocks on the door of science. We decided to build and photograph actual sets. We went so far as to sow the words MY DEAR FRIEND with watercress seeds and take pictures each day of their growth - as a sign of our growing friendship and to include them in the trendbook. And for the last trend world, ADMISSION GRANTED it took several days of wild experimenting. This trend world should be oily-black. Not only did we ruin countless pieces of clothing during this phase, but in the end we developed our own brand of “crude oil” : It’s - tusch! - shower gel from the drugstore, mixed with black ink. So now the secret is out. But in the end it's always the same: What a mess!What a blast!
Warmest wishes, your Friends at ONOGRIT