Project: Tiger Beer Translate “Merge”
Role: Creative & Featured Artist
Brand: Tige Beer
Category: Commercial Brand Work / Visual Art / Book Cover
Tiger Beer Translate was (Asia Pacific Breweries)’s platform to foster creativity and culture, alongside limited edition launches of the beverage label’s designer beer cans + sponsored art events around the world - featuring an eclectic roster of creative mavericks. I was fortunate to have been included in the brand’s roster of featured creative professionals and won the pitch to create the key art for the ASEAN leg of the campaign + book cover artwork.
I built a balsa wood sculpture by hand, got it shot in a photo studio and digitally imposed artwork (which I had created earlier on) onto the photo myself, thereby creating the illusion of a futuristic looking abstract creation that evoked an otherworldly quality. This surreal visual, was meant to symbolise the melding of east (wood) and west (graffiti) alongside the rise of digital art in the global sphere. This “Merge” artwork added an earthly yet enigmatic vibe to a book cover which would go on to document the exploits of Tiger Beer Translate’s most exciting featured artists and their various creative exploits across ASIA.
