Kawasaki : Archive

Client: Kawasaki
Studio: FUSE Interactive
Role: Art Direction & Design, Image Compositing
Collaborators: Mike Berg - Creative Direction

An ultra hip and trendy surfing beach is the image that comes easily to mind for Laguna Beach, California. Hiding a mile up the canyon is a post-industrial architectural gem consisting of brushed steel, sharp angles, and polished concrete. In 1987, Thom Mayne and his Morphosis Architecture firm imagined, designed and built Club Postnuclear. In its heyday, the electronica group, The Prodigy, performed there. Fuse Interactive now occupies the space, and I had the pleasure of creating designs for Kawasaki during my time there. After losing myself in a design for a few hours, it was amazing to look around the studio seeing where the DJ booth, the bar, the dance floor, the coat room, and the disco ball (above where I sat) all used to be. It’s possible that my design was inspired by working in that space, but I think the energetic and talented team at Fuse was a larger influence. Because we had a limited influence on the Kawasaki photo shoots, our creative director encouraged us to elevate our designs beyond reality into fantasy riding scenarios (through the magic of Adobe Photoshop)! A great perk of working there: Our occasional "Three Philosopher" Art Director meetings at the culinary school next door featuring fine Belgian beer and gourmet cheese. 

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