‘If You Could...’

 

 

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‘If you could do anything tomorrow, what would it be?’ That is the question posed by Will Hudson and Alex Bec for this print series. Our contribution is a poster entitled, ‘Just Zang Tumb Tuum It’.

 

As a starting point, we wanted to do something with the classic Nike slogan, ‘just do it’. One thing we found interesting regarding the background of this design, was the similarity between the graphic language of Nike advertising in the 80s and 90s, and the visual language of constructivism and futurism.

 

We used the former visual language of Nike but instead of using the clear, ‘no-nonsense’, verbal language of advertising slogans, we decided to de-familiarize it and bring it back to its roots. Since the question is about ‘tomorrow’, we also considered a ‘futurist’ text to be appropriate. The text on the poster is a twist on Marinetti’s poem, ‘Zang Tumb Tuuum’, combined with a fragment of the Nike slogan.