Background: Oppmålt (Measured) is a good-will project we did for 2 good-will photographers. They initiated a project where they invited 20 photographers to shoot 1 picture for a sales exhibition at the Henie Onstad Museum in Asker, Norway. The only condition for the photo was a fixed focus length of 1,6m. The concept of the project is based on an old story about a photographer who wanted to make his own life easier by amongst others deciding to only take pictures with the same focus length. It was decided to use the proportion value Golden Section (1,6m) as the fixed focus length for this project.
Challenge: Since this was a good-will project, all work and production had to relate to a very low budget. The material had to be both different and appear as a backdrop for the main product - the photos.
Solution: The profile and design was built around the Golden Section focus of this project. Both profile and material was produced in gold and black and all details was measured according to the given proportion value 1,6. All illustrations were based on the Golden Section theme and how a human eye perceives light/motives within the fixed distance. SKIN designed several posters, flyers, ads, invitations, web-ads, a catalogue (which was put together by hand) and exhibiton elements.
The income of the sales exhibition was donated to the victims of the tsunami in 2004.