ADDITIVA energie

About the project

“ADDITIVA energie” is an advertising campaign based on the Sisyphus principle: a person pushes a huge boulder up a slope, leaving a trail of everyday objects behind them. There are two motifs — a private one (woman) and a business one. My contribution was the central boulder of each motif. In the woman motif, a clump of concrete-like letters; in the business motif, a clump of metallic numbers and currency symbols. The letter and number forms were sculpted in ZBrush, condensed into an organic clump and then rendered with the appropriate material (concrete or metal). The challenge lay in the believable fusion of many individual forms into a coherent, heavy boulder — and in the material treatment that makes the boulder appear massive and “energy-charged”.