The idea behind JDI`s visual work was not initially developed as an advertisement concept but as a graphical piece of art to present JDI`s staff`s creativity, taste and technical power - on top of that a story should be told and a message should give the visual further depths.
I drew a rough sketch of my idea and discussed it with our whole staff in a brainstorming in which further ideas were given and I was asked to make a comp to further visualize the vision.
The second comp and the end result differ from each - part of the creative process which brought us to this impressive piece of art.
The idea and vision though was kept as we had it in our minds when first talking about creating the "Fresh Imaginative Wind":
As you may have read on this blog before and as we realized ourselves - growing your own vegetables is something enthralling that can lead to new ways of feeling and thinking. Either way, I am of the opinion that it is almost a necessity to grow ones own veggies nowadays. The vegetables and fruits in the supermarket may look good for a long time and don`t go bad for even longer, but they have less vitamins and minerals and even less taste.
Organic is expensive though - and although I do support my local vegetable store, it is just too easy and healthy not to grow my own veggies and herbs.
JDI wanted to make a visual that is inspiring to the observer; that sends positive energy out and maybe make people think a different kind of way - a healthy, unorthodox kind of way.
Our character in this work is a wealthy, young man with a normal daily job and a city apartment. From outside everything looks usual. But he has a favor for self-grown vegetables and tries - and succeeds - with all might to lead the live that makes him content in the unnatural environment of a metropolis. Using the only little space he has, he spreads earth on the floor, begins to grow vegetables and opens up the ceiling to get enough sunshine in to make them even riper and better.
From work to your farm!
Of course there is lots of thought about our companies cooperate identity and way of thinking in this visual too.
I will discuss that and more about the making of the "Fresh Imaginative Wind" the next time.
Yours,
Manuel
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