Fizkultura!

motivating the masses

Let’s Talk Active!

Representing the main topic of activity and self-motivation behind Fizkultura seminar was our goal for its identity and campaign.

Voice of Propaganda

Following Physical Culture through our Soviet past, we got to the machine of Propaganda and its visual language. By projecting the Utopian “bright future” image, it motivated the community, promoting physical strength as the way towards that image.

Voice of Pop Art

We then mixed Propaganda’s language with its present day equivalents – Advertising and Pop Culture. They still project the future image, this time to the individual using similar visual language and haven’t changed much since the 50’s when Pop Art started reflecting on them.

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