Turning Hardware into High-Class Cuisine: Sergei Didyk's 'Plates'

Visual Communication Design that Transforms Hardware Store Items into Delectable Dishes

Sergei Didyk's 'Plates' is a testament to the power of visual communication. The concept was born out of a desire to demonstrate the different departments of a hardware store in a unique and engaging way. Didyk and his stylist, Rita Didyk, decided to present these departments as plates filled with various hardware objects, served in a restaurant manner. The use of a white background and white dishes accentuates the served objects, making it easier for store visitors to find a certain department.

What sets 'Plates' apart is its humorous approach. The images show plates filled with hardware objects, served as if they were delectable dishes at a high-class restaurant. This unexpected juxtaposition adds a layer of humor to the imagery, making it more memorable and engaging. The images were displayed on 6x3 meter billboards all around Estonia and on posters in public transport, with each billboard featuring a unique image that never repeated.

The realization of 'Plates' involved a meticulous process. The photos were taken in a studio using a high tripod, Canon tilt-shift lens 90mm, and Broncolor Power Packs PulsoA4. The background was cleared out with Photoshop to ensure that the focus remained on the served objects. The creative challenge lay in finding the hardware objects and arranging them on the plate in such a way that they looked like a tasty meal from a high-class restaurant.

'Plates' is a testament to the power of simplicity in design. The use of a white background and a simple composition allows the ad message to be perceived even by a person in a passing by car. This approach demonstrates Didyk's understanding of the importance of clear and effective visual communication.

Sergei Didyk's 'Plates' was recognized for its innovative approach and was awarded the Platinum A' Photography and Photo Manipulation Design Award in 2017. This prestigious award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, contribute to societal wellbeing, and advance the boundaries of art, science, design, and technology.

In conclusion, Sergei Didyk's 'Plates' is a brilliant example of how creativity and innovation can transform everyday objects into engaging visual communication. It showcases the power of design in shaping perceptions and guiding consumer behavior, making it a valuable asset in the world of advertising and marketing.