Joana Mühlenbrock, creative director at Fabrique Delft, explains how this year's campaign image for Operadagen 2012 was created.
"What is the story behind the campaign image?" Together with photographer Corriette Schoenarts, we at Fabrique wanted to create an image that would attract attention and seduce the audience. It's an image that – if you look more closely – will raise questions and allows everyone to make up their own story."
'What's the story behind the campaign image?'
We focused on this year's theme 'Dream & Deed'. As soon as we heard it and reflected on it we had a multitude of associations:
Dreams can be: childhood dreams, dreams that come true or fail hopelessly, recurring nightmares, loosing a sense of reality or creating multiple realities, the tremendous hope that dreams can give you to go on until you have realized your goal – or dream.
Deeds can be: deeds that require courage and strength, deeds that are moral or immoral, super heroes who, unfortunately, only exist in our minds (in our dreams), deeds that are not restricted by any laws or practical problems.
Draw you away from everyday reality
The concept of 'the boy and the mirror' was created on the basis of these dream and deed associations. The end product is an image that consists of two photographs and an illustrated layer. The two parts of the theme, dream and deed, are represented by the two sides of the image. It's up to the audience to decide which side represents which part. Together with photographer Corriette Schoenarts, we wanted to create an image that attracts attention and seduces the audience. It's an image that – if you look more closely – raises questions and allows everyone to create their own story. Is this a reflection, a mirror image? Which of the two boys is real? Does he have wings or does he merely dream about it? Can he fly? What's he going to do with the stone? These are the questions that the viewers are likely to ask, and yes, they will remain unanswered. What this image also does is draw you away from everyday reality, just like opera or music theatre does. For a little while, you'll forget all about the washing up that needs doing, or tomorrow's important meeting that you still need to prepare for.
Unreal and fairytale-like images
If you look more closely, you will see that the wings of the illustrated butterfly / bat are full of real pheasant feathers. In her work. photographer Corriette Schoenarts always creates unreal and fairytale-like images that you've never seen quite like this before. And she has done it again! In line with contemporary visual language in the Netherlands. Or perhaps even setting new trends and standards. Enough said. After all, you are free to interpret this image in your own personal way. Why not turn it upside down?!
PS: I would like to wish everyone very inspiring performances at Operadagen Rotterdam this year. Enjoy the festival, dream and don't forget to act upon some of your dreams!
Click here for the theme of the 2012 festival 'Dream and Deed'