“What if I told you” is a powerful statement in any context. When you say it to someone, you got the upper hand. There is no clarity about what is coming next. But the speaker will decide how things will go. On the other hand, Eleni Tziotaki portrays a different story with her independent project called “what if i told you campaign.”
Greece-based multi-disciplinary designer Eleni Tziotaki completed her master’s degree in design for art direction at the University of Arts London. Also, she has a BA in interior architecture at the Middlesex University of London and restoration & renovation of buildings at Western Greece University of Applied Sciences. Eleni Tziotaki uses this background to amplify her interests, conceptual creations, and art direction.
Eleni Tziotaki’s what if i told you campaign is a journey through decades, and all the symbols represent them. Intellectual properties, copying, creating something original, and all the legacy we’ll leave to next generations. This campaign really moved us and showed a different approach to general topics. We’ll leave the project descriptions below to comprehend fully. This campaign combines art direction, styling, and embroidery and working in both digital and physical environments.
“This conceptual journey lead us to a neighborhood in China, named Shenzhen, where we came across the idea of disruption through Shanzhai culture. This culture was created along with the trivialization of the copyright magnitude in this specific area. Taking this as an example, we were individually prompted to copy, distort and paste-back elements from different familiar ideas in order to create and direct a campaign.
The idea behind this individual project called “what if I told you”, was that to imagine how trends that are hype right now could actually last for years and eventually become a classical cultural trait.
In order to do that I picked three of the most popular trends of the past three decades (90’s- bad translated Chinese lettering tattoos, 00’s- memes, 10’s- street inspired high fashion). To achieve the experimentation needed in order to develop this mix and match situation I collaborated with out-of-school colleagues (a model and a photographer).
Creating the garments, managing the shooting and overlooking the general aesthetic of the project as well as graphicly appropriating this sense, gave me more insight to understand the art of Art Direction better. The outcome came in five aesthetically cohesive parts (the clothing, a three-posts Instagram campaign, a four-frames fashion editorial, a digital billboard and two promotional banners) which partially depicted the way those trends could be incorprated in fashion as classical cultural traits.”
Marvin Leuvrey’s works are somehow technological and carry the concept of urbanity. The artist works with many different techniques and mediums such as analog, digital manipulation in photography, 3D, and video.
Silvia S Hagge’s Five Eyes series is a result of struggle and relationship with her glasses. This collection of photos is a result of her frustration and decided to take them off.
Eleni Tziotaki Takes You to a Journey Through 3 Decades of Trends with “what if i told you campaign”
“What if I told you” is a powerful statement in any context. When you say it to someone, you got the upper hand. There is no clarity about what is coming next. But the speaker will decide how things will go. On the other hand, Eleni Tziotaki portrays a different story with her independent project called “what if i told you campaign.”
Greece-based multi-disciplinary designer Eleni Tziotaki completed her master’s degree in design for art direction at the University of Arts London. Also, she has a BA in interior architecture at the Middlesex University of London and restoration & renovation of buildings at Western Greece University of Applied Sciences. Eleni Tziotaki uses this background to amplify her interests, conceptual creations, and art direction.
Eleni Tziotaki’s what if i told you campaign is a journey through decades, and all the symbols represent them. Intellectual properties, copying, creating something original, and all the legacy we’ll leave to next generations. This campaign really moved us and showed a different approach to general topics. We’ll leave the project descriptions below to comprehend fully. This campaign combines art direction, styling, and embroidery and working in both digital and physical environments.
You can visit her website and check the project page as well.
Eleni Tziotaki’s what if i told you campaign
“This conceptual journey lead us to a neighborhood in China, named Shenzhen, where we came across the idea of disruption through Shanzhai culture. This culture was created along with the trivialization of the copyright magnitude in this specific area. Taking this as an example, we were individually prompted to copy, distort and paste-back elements from different familiar ideas in order to create and direct a campaign.
The idea behind this individual project called “what if I told you”, was that to imagine how trends that are hype right now could actually last for years and eventually become a classical cultural trait.
In order to do that I picked three of the most popular trends of the past three decades (90’s- bad translated Chinese lettering tattoos, 00’s- memes, 10’s- street inspired high fashion). To achieve the experimentation needed in order to develop this mix and match situation I collaborated with out-of-school colleagues (a model and a photographer).
Creating the garments, managing the shooting and overlooking the general aesthetic of the project as well as graphicly appropriating this sense, gave me more insight to understand the art of Art Direction better. The outcome came in five aesthetically cohesive parts (the clothing, a three-posts Instagram campaign, a four-frames fashion editorial, a digital billboard and two promotional banners) which partially depicted the way those trends could be incorprated in fashion as classical cultural traits.”
Additional credits:
Photography: Anna Papanikolaou
Model: Stavriana Astradeni
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