Design: P&G Floor Illusion graphics

This project was a favorite of mine: Lots of math. 3D modeling and 16bit EXR output. An extremely challenging, seemingly impossible problem.  Many softwares used. Many X-acto blades used. Good stuff.

Willow Creative Group was contracted by the Cognitive Science division of Procter&Gamble to develop an illusion based floor graphic for several international brands.  The illusion is a trompe l’oeil, a ‘trick of the eye’, used throughout history and recently popularized by Julian Beever, well suited to the long aisles of grocery stores.

Hand drawn Always illusion floor graphic designed by Jameson Bennett

Hand drawn Always illusion floor graphic designed by Jameson Bennett

Hand drawn, in store composition of Always floor graphic designed by Jameson Bennett

Hand drawn, in store composition of Always floor graphic designed by Jameson Bennett

After initial investigation, working out the math for solving the perspective problem, and development of many prototypes, I developed final floor graphics for the Always and Oral-B brands.

The Always design, while very effective visually, was somewhat problematic in that the transparent shadow limited our substrate choice.  The final illusion was very convincing at aisle end.

Working out the perspective issues and rendering targets in Blender

Working out the perspective issues and rendering targets in Blender

Always Magic Carpet illusion graphic as printed

Photo of prototype of illusion graphic

The Oral-B design, benefiting from a later deadline and the previous design knowledge, solved some problems.  With no shadow to deal with, the substrate choices and color palette were much broader and the perceived illusion was very strong.

Hand drawn composition of Oral-B Illusion floor graphic by Jameson Bennett

Hand drawn composition of Oral-B Illusion floor graphic by Jameson Bennett

Oral-B Floor Illusion Graphic, designed by Jameson Bennett

Oral-B Floor Illusion Graphic as perceived, designed by Jameson Bennett