NEW PERSPECTIVES: Earthcote ‘Change Your Perspective’ campaign a great success
Earthcote has always been a brand that challenges people to reconsider how they look at things – visually and aesthetically. The 2011/2012 Change Your Perspective campaign does just that by making people do a double-take each time they see these photographs.
“In the 90s we asked people to really look at how they were painting their homes – to consider whether flat paint really was the only way to coat an exterior of a house. It wasn’t”, says Earthcote Marketing Director, Simon Fraser.
“People started looking at the mottled, trashed feel of Cement Paint and thought ‘hey this could actually be quite lekker on my house.’ It’s always been a brand that takes a different view to the conventional approach, and many people remember our ads from a decade ago where we showcased gay marriage and cross cultural fashion at a time when that was all still a bit radical”, says Simon Fraser.
Change Your Perspectives campaign
The guy running with a cup of coffee looks like a guy running with coffee; until you realise that nothing is spilling out of the cup. Because actually, he’s lying down.
The girl who is jumping away from the mouse is of course also lying down. A bit of clever hair and costume manipulation helps to create the illusion that she’s leaping away from the tiny mouse (which is in fact a small rat). You may find it interesting to learn that the law requires that animals be properly handled on shoots, so the rat performer had a dedicated handler looking out for him at all times during the Change Your Perspective shoot.
“The levitating guy was interesting to do,” says art director Penny Waterkeyn. “The stylist had to get the folds of pants and t-shirt looking just right, to make the weird perspective work. It’s not easy to keep your legs endlessly crossed like that. He was an excellent model, and very patient – likewise with the other two. Our coffee guy had to be very patient with that cup of coffee in his hand. Incidentally, all he was holding was a cup. We dropped the coffee in in post production, with Photoshop.”
The shots pictured above and used in the Change Your Perspective campaign were taken by photographer Antonia Steyn, who was hoisted up onto a five metre high scaffolding. This enabled her to shoot directly overhead at the perfect distance from each subject – providing a change in perspective.
Products featured: Earthcote Pandomo, Granite Paint, Worn Leather
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