Don’t confuse technology with innovation and never ever think that technology is a milestone. Great campaigns are the simplest ones.
The only thing that’s necessary to create a great campaign is a great message… a great idea. It is most likely why traditional art will remain the best method to use in marketing and advertising. Traditional methods are simple and everyone gets it.
Anthony Cappetto gets this more than anyone else.
Cappetto is a 3D chalk artist. Using chalk (yes, that chalk), he creates great visuals on any surface and make it look like it is three dimensional or 3D. It is that simple art, the art that we are all familiar with because we all did it when we were kids that he uses as the heart of all his campaigns.
He, however, has learned how to use technology. Using AR animation, he takes 3D chalk animation to a whole new level.
Visions of Cambodia
Vision of Cambodia is Cappetto’s personal project. It is the very first Chalk 3D in the world.
He first drew, using chalk, a stunning scenery. For ten day, he worked on the completing the mural on the floor. Daqri, a marketing company specializing in AR, came in and used the art to trigger AR.
When a phone is pointed on the mural, butterflies come out. It was a simple set up but it garnered a lot of attention. By New Year, Cappetto was working on another 3D AR project at the Indian Institute of Technology of Bombay during TechFest 2012. He used the same scenery but Daqri added robots.
The great thing about Cappeto’s Chalk animation is the fact that even without AR, it’s an art that will continue to stand the test of time. This, in itself, proves the greatness of the traditional art.
He offers great visuals, one that even a child can’t ignore and that’s what counts in advertising – the ability to catch people’s attention.
Anthony Cappetto, 3D/AR Chalk Artist, Art for After Hours, www.artforafterhours.com