Art hearts code -
The Guldbaggen family
Client: The Swedish film instituteProject status
Sweden’s leading film award Guldbaggen, presented since 1964 for outstanding contributions to Swedish film over the past year.
Challenge – When given the brief to make the invitation to Guldbaggen 2020, we couldn’t help asking ourselves: What does exclusiveness mean today? We believe it’s something that comes in limited edition, with the effect of the recipient feeling selected.
Approach & solution – Our thoughts went to the art world with it’s limited editions and customized products. We got inspired by Karl Axel Pehrson’s classic beetle and continued to build on Noel Pretorius stylized graphic version. To reach full exclusiveness, every single beetle had to be unique. To start with, we added five alternatives to each part of the beetle (rear, middle, front, head and jaw/antlers). We then coded an algorithm that randomly put together the different parts so that no beetle would look the same. To get the shimmer, we added parameters with dark and bright colors that are randomly distributed across the beetles, creating unique shades.
The end result was 2224 invitations being sent out to an exclusive selection of people working in the Swedish film industry. Each invitation is a work of art that portrays one for the invited truly unique beetle. Put them together, and they create a beetle family.