Dirt is Good: 18-ton Sand Sculpture Backdrops by JOOheng Tan

Every once in a while, advertising is amazing. World champion sand sculptor JOOheng Tanwas recently asked by ad agency Lowe in Singapore to help create these impressive backdrops for an OMO washing detergent ad campaign. In an age when something like this could have been created digitally, they asked Tan to physically build three 18-ton sand sculptures to be used as backdrops in ads encouraging kids to get dirty. I recommend clicking through to see the pieces above in full size as the details are somewhat lost when scaled down. Also, the video is pretty phenomenal as it shows the creation and behind-the-scenes execution of each photoshoot. Superb art direction by Karen Vermeulen. (via ads of the world)

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Dirt is Good: 18-ton Sand Sculpture Backdrops by JOOheng Tan

source:alifesdesign