With the smart tag line “Discover the Full Story,” the Schusev State Museum of Architecture in Moscow recently released a seriously slick advertising campaign. Created by Saatchi & Saatchi Russia, it sees historic Russian buildings extending far into the ground as if the part we’re familiar with was only the peak of a much larger building. It’s as if archeologists had one day explored deep into the basement and discovered they were really in the attic.
The press and OOH campaign features Moscow’s iconic Saint Basil’s Cathedral, the Moscow State University building and Bolshoi Theatre, each extending into deep pits in the ground. Their imaginary lower structures become even more ornate and fantastic than the real building above, thus conveying that the hidden history behind each landmark is far more than what meets the eye.
The creators of the fascinating and beautiful final images have generously shared their initial sketches and working imagery for us to admire and study… and these hold many details behind how the project was conceived and brought about. It’s great to see changes in scale, and layout being made along the way, each leading to a more perfect final image.