PILSEN | European Capital of Culture 2015

As a part of a promotional campaign ECC 2015 (European Capital of Culture) I worked on the realization of key visual and several illustrations thematically connected with the Czech town of Pilsen. It was a very interesting and creative collaboration and it was an honor for me that I could participate in this project and contribute a little to the promotion of Pilsen and Czech Republic.


WORKING ROLE / WHAT I DID :

  • visual direction / visual development
  • conceptart / environment design
  • illustrations
  • final visual for PRINT / WEB / tv  
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Pilsen
is mainly famous because of the traditional beer industry. People abroad even think of the name "Pilsen" only as a brand of beer and they have no idea that this is also a town in the Czech Republic. Creative director Petr Hanousek came to me with the idea of motif, which would literally made a cut in ingrained perception of the town. The idea of didactic cut through a beer mug laid on the table together with inspirational claims: "Pilsen is not just a beer", "Pilsen open up", "Open your pilsen paradise!. This cut was planned to show other overlooked treasures of the city.
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We started with development in close cooperation with the realization team Plzen 2015 o.p.s. under the creative direction of Petr Hanousek. Visual content was changed and expanded gradually. The aim was to describe in the best way the main topics of the town - architecture, art and culture, industry, sport, celebrities and natives of Pilsen. Everything was combined together by a huge glass of beer to the fantastic diorama. In the first phase of development we moved from the idea of the cut to a glass of beer opened like a book, which tells all its stories. transparent-link 140x140

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I chose the classic Czech pressed glass with typical round embossments, which correspond with the logo of Pilsen 2015. I was inspired by a design from year 1972 made by sculptor
Jiri Brabec (1933 - 2005). His beer glasses from the years 1972-1981 were still widely used in the Czechoslovak pubs in the 90´s. The glass itself and its surroundings has a number of themes and symbols, which took many hours of studying places, their photos and relationships between them. You can see  complete list of themes in the picture legend below.
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Technologically it was a combination of a variety of techniques. Starting with classical concept drawing and design studies to digital painting, retouching, 3D cgi, advanced photomontage. All elements are animatable for further purposes. Visual development and realization lasted about one month and half. Furthermore, I also worked on realization of other illustrations - classic city symbols - coat of arms, St. Bartholomew´s bell, Pilsen´s angel, which is connected to the one Pilsen legend.
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It was a very interesting and creative collaboration and it was an honor for me that I could participate in this project and contribute a little to the promotion of Pilsen and Czech Republic.
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www.plzen2015.cz/en

USED TECHNIQUES :
 digital painting  3D graphics/ cgi
 creative retouching photomontage
CREDITS (VISUALS ABOVE) :
DIRECTOR / CREATIVE DIRECTOR   Petr Hanousek
 VISUAL DIRECTOR / DIGITAL ARTIST   Jan Brukner
 PRINT ATL / BTL / "TV packshot" / illustrations    CLIENT ADVERTISING AGENCY/ DIRECTOR  DATE
 PILSEN - European Capital of Culture 2015
   Plzeň 2015 o.p.s.
Hanousek  2014