Serial Cut

Pocko were approached by Identity Design to produce innovative typographic interpretations of four fine art styles for Bonhams Auctioneers: Pointillism, Abstract Expressionism, Minimalism and Old Masters. These would be displayed in prime locations on the London Underground.

CGI artists Serial Cut skillfully brought these styles of fine art to life. Each word was given the treatment of the corresponding style of art, for example ‘abstract expressionism’ was comprised of bold paint swooshes; pointillism consisted of delicate ‘painted’ dots spelling out the word.

The titles were also animated, providing Bonhams with an even more dynamic expression of their position as a global fine art brand.

Serial Cut produced a series of subtle, animated indents to convey each specific art movement.

The campaign featured throughout London’s Underground, local press ads and digital displays.