Dualism is something I labeled my ideas back in 2006. I had seen too many tries of brands launching a simultaneous campaign only to have it turn out a 1 + 1 = 1. No doubled benefits, no nothing. I figured there have to be some way where I can practice bad math, where 2 brands together synergized (sorry, buzzword) 1 + 1 into crazy 3 or 4 because of shared positive perceptions.

Dualism aside I do believe that the most simple messages are the most effective ones. Not necessarily because of our constantly decreased focus-span, but that straight, simple ideas get soaked up and memorised the fastest. Excessive graphics (sans this portfolio, of course) are more of a distraction than a message vessel.

Work-wise, I want people to get submerged in an idea about a product. Almost forcibly so. What if the Tarzan Magazine in Japan spent a few more yen and pushing for vines in the subway? Dare to be different. Here’s an amazing opportunity.

Personally… I just want to get home after work on the subway. But man, with a vine…I could hang around.

…of course, "Dualism" doesn’t even have to be 2 brands on the same page. In some cases separate (yet shared) pages could provide just as useful wonky mathematics, where 1 ad + 1 ad piggybacked of each others positive brand perception could bring them both higher. Instead of just placing them next to each other brands should push each other to the next level.

...Hell, even one single brand could dualize under my idea. Some make a product cataloge to display their products. Some may showcase their nuttiness to generate interest. But why not make a catalogue to display your brand image –AND- your products? I believe this kind of benefit piggybacking is the future of adverts -slash- product lineup.

I bet you didn’t even realize that these friends of mine, their body statures, spell out “JUNK” (take another gander). Trust me when I say I don’t always hide messages, whoever told you so is probably lying, and believe me when I say it can be done for good or worse. And guess with me that this kind of shenanigans aren’t for every designer out there to make. But they can be fantastic.

Sometimes you’ve just got to get an idea out. Whether it’s about sumo fighters as big as jetplanes or monolithed monkeys gaining the intellect to care for their furry haircare fury. These are some of mine.

 

Did I mention dancing, city-dwelling jeans and tv-wrapped condoms?