The concept behind Richard Serra A.R. was to highlight an artist and create a promotional movie poster for a mock exhibition of their work.
Richard Serra is an American minimalist sculptor and video artist known for working with large-scale assemblies of sheet metal. I have always been drawn to Serra's Corten steel sculptures and their transformation of the space around them. While these massive works are nothing if not grounded and solid they also seem to be in the process of morphing. This quality of motion inspired me to animate his work.
I took one static illustration of "Spheres (2002-2004)" from the print poster and developed off of it. I show four of Serra's pieces shifting into one another, emphasizing how each individual sculpture comes together to form a unified visual language.
The Hedgehog and the Fox (1999)
Tilted Spheres (2002-2004)
Backdoor Pipeline (2010)
Using augmented reality, I bring that vital sense of motion to the display poster. By downloading the campaign application onto their smart phone, viewers can watch the static image come to life.