In this series, we’ll look deeper into some of the projects on Behance.net that were especially admired in our community. This time, we spoke to Bjoern Ewers, who did the Art Direction for the spectacular campaign “Instruments from the Inside.” In this campaign for the Berlin Philharmonic Chamber Ensemble, the team (including photographer Mierswa Kluska) created these mesmerizing photos to give the effect of being “as close as possible to the music.”
What was your inspiration for this project?
It usually takes some time to get a good creative concept for a campaign, but this idea which copywriter Mona Sibai and I developed at Scholz & Friends Berlin came up very fast – only about 10 minutes after the brief! For us, the idea came out of the product itself – what do you think when a term like “chamber orchestra” is spinning in your head? At the time, it felt so obvious that we were wondering no one else had this idea before.
Can you describe your process in creating this project.
In terms of actually coming up with the photos, our first thought was to actually build little rooms (to replicate the inside of instruments) to get inside. But because of time, we decided to go with CGI.Together with photographer Markus Kluska and a CGI guy working for the automobile industry, we produced 12 images of instruments from the inside.
But then, we decided that the concept still felt too digital, so we started again, this time buying real instruments to shoot. We shot them in the studio of Mierswa Kluska in Munich by cutting them off on one side to get a good view inside. It was a strange feeling to cut a fragile violin with a massive saw!
Do you feel that this project is “done,” or is there anything you’d like to improve on or change in the future?
No, the project is done. Often I’m not totally satisfied with my projects. But this is a great piece of advertising in my eyes and it has a huge impact. Mierwa Kluska did a great job and put a lot of energy in the project as well.
Did anything interesting happen as a result of the success of this project? (fans contacting you, job opportunities, blogs picking it up, etc).
A huge wave of comments and appreciates were dropped on the project. My inbox got filled up with blog publishing requests, newspaper inquiries, radio interviews and people who wanted to buy posters of the images. I was really stoked how the blog monster took over and published the instruments from inside all over the world. Welcome to the digital world.
Did you expect it to be as popular as it’s been on The Behance Network?
No I did not to be honest. The funny thing is the project was published 2 years ago on Behance. Then one day before my birthday, Behance posted “instruments from inside” on their 1st page. It was great fun. Great birthday present guys!