Interpretive Art

By Tk Published on .

This limited-edition lithograph, created by fashion illustrator Tobie Giddio, is, appropriately enough, part of Infiniti's "Limited Engagement" winter sales event. Rather exclusive as promotions go, only 250 of the lithographs were printed, each signed and numbered by the artist, destined for Infiniti dealers and editors of design and lifestyle magazines. Says TBWA/Chiat/Day CD Jack Fund, "We wanted to tie into the holidays and reinforce Infiniti as a champion of vibrant design." The piece, he believes, "elegantly suggests movement. It's modern, organic and inviting-basically the same principles that guide the automotive designers at Infiniti." OK, but does he see the untitled work as totally abstract? We're kinda getting a bird emerging from foliage. "Well, that's the great thing about art-it's meant to be interpreted," says Fund. "Everyone sees something different: the top of a Christmas tree; a woman in a dark evening dress; or maybe a bird and foliage. But it's really about expressing a feeling." The art has been adapted for retail newspaper ads, direct mail and point of sale, as well as internet and television applications.
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