Title: Philosophy Gets Philosophical
Client: Philosophy Interiors
Date Created: October 2005
Artist(s): Mohammed A. Fahmy + text by Mohammed Safi
Tools Used: 105 g/m2 Canson paper, pencils, Snowman Drawing Pens, some Korean brush pen, Adobe Photoshop CS, Macromedia Freehand MX

Brief: This campaign was created out of Philosophy Interiors’ desire to stand out from standard photograph-of-furniture ads that are dominant in most furniture publications. The brief included wanting to play around with new and fresh graphical styles, maybe even mix different styles together without letting it grab too much attention away from the furniture pieces Philosophy wanted to showcase. Philosophy also wanted the ads to somehow make it easier for the audience to imagine themselves using these furniture pieces and interacting with them. Since it’s scientifically proven that people usually see themselves in simply illustrated characters, Ganzeer went ahead and drew these characters and inserted them into the photographs of the products as if they were interacting with them. The raw, sketchy quality of the character drawings were retained to contrast with the more smoother graphics of the computer that were later added, so as to give that mixing-of-different-styles kinda feel. The color palette used for these graphics remained as simple and limited as possible to keep the focus on the furniture pieces. The five-page ad campaign was then sent to Mohammed Safi to act as an inspiration for the text, and as you can see… it must’ve worked!