How to reach an audience if your product is live only 3 times a year, hasn’t got a fixed, recognisable place in the city and depends heavily on project funding?
Each production takes place at surprising locations; abandoned factories, old schools, casino’s, construction sites, office buildings, elevators and water towers.
Each play is a mix of sources. A dim reference to classics, a keen eye on social currents, fragments of news and scraps of political engagement.
Take it to the streets
We sat down with the Drang ‘family’ to talk about their publicity in early 2004. We immediately felt related and could act as part of their team. Our strategy: Focus on maximum impact with minimum (financial) means. Take it to the streets. Expand the family, build stronger relationships with fans and followers.
Each poster is a giant heap of meanings. They’re designed like sculptures. Ripping, cutting and mixing sources into layered references and unfitting metaphors. This resulted in raw, abrasive, grotesque, high contrast, black and white punk-posters.
Drang became our Employer Benefit Program. We’d rotate the task between our young designers and each production would prove to be an initiation.
To sculpt the right image you have to be able to handle the switch between reason and unreason. The image intends to slow and disturb shopping public in their tracks.