These images are a campaign for the new Citroën C2 urban sports car. The idea is the city taunting the car, the city says; ‘’Eat Me’’ / ‘’Kick Me".
Everything you see is real photographic material, although the shapes of the buildings are constructed with the use of 3D.
The base of these images were shot out of an helicopter above Manhatten, NYC, just as all the material we used to rebuild the buildings into the words.
These ads have won multiple awards, including PANL, ADCN and AOP.
If you are curious to see how we created the letters, check out the video on the bottom of the page.
The image below is the sketch we received for this concept.
Agency: Euro RSCG Amsterdam
Creatives: Bert Kerkhof & Ivar van den Hove & Edward Bardoul
Production: Lisette Kooijman at JVF
Post Production: Jan Stel at Souverein
Photo Assistant: Rik Braune