Dave Homer Brings Order to Chaos for AT&T
Our mobile devices go with us wherever we go; they’re our portals to the world. Since many of us interact with these tiny machines more than anything else, we customize them to fit our needs and they reshape to better fit our lives. Look at someone’s phone and you’ll see how they live, what’s important to them, and how they connect with everyone else. Our devices are unique and reflect our individualities like fingerprints. Dave Homer is entirely aware of the personal relationships we create with this technology when BBDO teamed up with AT&T and asked him to create an advertisement for their latest campaign. The tagline, "This is my network,” is all about making it personal. Dave illustrated a massive fingerprint to reflect how fashion mogul Zac Posen interacts with his technology, especially during the hectic awards season. The fingerprint image is immediately evocative of how singular each user’s relationship is with their technology, but also provides a fun visual experience.
“The image had to be super detailed, viewing as a simple fingerprint from a distance, but on closer inspection revealing hundreds of small individual illustrations,” explains Dave. “The detail in this was huge, each element was created separately and I created simple 'seam stitching' to join the separate elements and create flow.” The two levels of Dave’s illustration work to draw the viewer in. But, more astounding than the base level composition is the vast variety of imagery within the enormous final look. Over the entire poster no detail is lost, with each element giving way to the next in an avalanche of components. The balance of each of these items is crucial to understanding Posen and how he uses AT&T.
When technology, art, and life converge into one space it can be like a hurricane of absurdity but when Dave Homer brings order to it, it makes sense. “We needed to combine relevant elements of his high fashion / Hollywood lifestyle (red carpet, cameras, sports cars, etc) with fashion elements (dresses, tools, fabric, patterns etc) with the high tech telecom and IT elements of AT&T (laptops, WIFI logos, phones, etc),” explains Dave. Placed into the whorls, loops, and arches of a fingerprint, these hundreds of pieces line up into clarity, speaking the identity of Posen and reflects the madness of life we make sense of everyday.