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09. Channel A Little Surrealism
Don’t be afraid to manipulate your imagery a little to create a strange, surreal or even impossible effect to complement your message.
This ad for Ikea’s assembly service is inspired by the Penrose triangle, that famous ‘impossible’ illustration of the 3D triangle. Ikea channels the Penrose triangle by manipulating an image of their product in a similar fashion to illustrate the concept of ‘difficulty’ and ‘complexity’, poking fun at the infamous difficulty of building their flat pack furniture.
Just as the original Penrose triangle, this design is fascinating to look at, and also very cleverly captures Ikea’s message with a simple but impossible and surreal spin on an everyday image.
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