Reviving the Ice Age: The Mammut Project

Michael Liebert's Humorous Approach to Professional Cooling

Michael Liebert, a renowned designer, embarked on a journey to create a unique advertising campaign for Stolner, a company known for its high-quality catering equipment. The campaign, titled "Professional Cooling Without Compromise," aimed to guarantee the quality of food while maintaining its quality during delivery. Liebert's approach was to infuse humor into this seemingly mundane theme.

The Mammut project, named after the mammoth encapsulated in a block of ice, is a playful nod to the ice age. Liebert's inspiration was to juxtapose the past with the present, creating a striking visual that would engage viewers and make the concept of professional cooling more accessible.

The project was realized through digital artwork, a testament to Liebert's skill as a digital artist. The challenge was to create a digital composition that would be indistinguishable from a real photo. The result is a surreal image that captures the viewer's attention and makes the concept of professional cooling more engaging.

The Mammut project was created over a span of four weeks in Vienna, Austria. The underlying research for the design emphasized the importance of creating a bond between the brand and the buyer, a goal that Liebert achieved through his unique approach.

The Mammut project is a testament to Liebert's innovative approach to design. His ability to transform a mundane theme into a captivating visual narrative earned him the Silver A' Design Award in 2018. This award is given to designs that showcase outstanding expertise, innovation, and artistic skill.

Michael Liebert's Mammut project is a unique blend of humor and technology, bringing a fresh perspective to professional cooling. The project, which was awarded Silver in A' Photography and Photo Manipulation Design Award in 2018, is a testament to Liebert's innovative approach.