AGENCY : CHANDELIER
ILLUSTRATION & DESIGN : NOMA BAR
ANIMATION : ALÉ PIXEL STUDIO
PRODUCTION : DUTCH UNCLE
CATEGORY : COMMERCIAL, OOH,
REGION : NATIONWIDE USA
TECHNIQUE : 2D ANIMATION, 3D ANIMATION, CHARACTER ANIMATION
INTERVIEW WITH NOMA BAR
Behind Lyft’s New Artwork: An Interview with Illustrator Noma Bar
If you pass by a billboard, bus shelter, or public transportation anytime soon in the USA, you might see something that makes you do a double take. It’s the eye-catching work of Noma Bar, created exclusively for the latest LYFT campaign.
We caught up with Noma get a peek inside his creative mind and his inspiration for this project.
Tell us a little about your background.
It depends where I’m standing! I was born and raised in Israel and I’m now living in London. My craft is visual communication, combining skills of art, illustrator, and design.
You’re famous for your work with negative space and double meaning. How’d you develop this kind of distinct style?
I went to art school in Jerusalem and learned Hebrew type design, which I couldn’t use when I moved to London. I spoke very little English, so I used iconography and pictograms to tell stories without words. It became my own sign language — I started looking at hand gestures and developed an artistic style similar to visual pantomiming. I expressed myself using images and what happens between the hands and fingers. It all stemmed from not being able to speak English, really. My disadvantage became my advantage.
What’s your creative process look like?
I like to go to the woods near my home, sit, and sketch ideas. I try to create a structure to my creative process, but realistically, ideas come to me everywhere. I’m constantly looking and thinking of them.
What made you decide to work with Lyft?
I like to work with brands who invent and reinvent new rules. I’m also attracted to positive companies that help our world and care about issues of social good. Plus, as an artist, it’s so much fun to work with car and transportation concepts. I’m focusing on the more playful side of transportation — it’s not about the mechanics of the vehicle, it’s about the fun of riding, escaping, and enjoying travelling as a fun experience.
For this project with Lyft, how did you think about representing the idea of “riding is the new driving” visually?
Personally, I always prefer to be a rider as it allows me to look around and take in my surroundings. I totally identify with the fun side of riding and that freedom it gives you, so I tried to emphasize that and tell that story throughout the visuals.
The outdoor campaign features whimsical car-themed illustrations from Israeli artist Noma Bar. The designer/graphic artist we believe to be this generation's Saul Bass created a series of gorgeous, car-themed ads featuring his characteristic visual sleight-of-hand and clever use of negative space.
One features a leg in motion, foot decked out in a car that doubles as a roller skate, with copy that reads "Bust a Commute." Another ad features a bunny and the line "Hop to It," with silhouettes of cars doubling as the rabbit's eye and occupying the area between his paws and his head. A third execution shows a car serving as the needle on a record turntable with the copy "Roll Out," and another, with the words "Easy Going," shows a pair of hands that appear to cradle a vehicle, in the space that rests between them. The tagline is "Download and Ride."
The outdoor push is three times bigger than previous OOH effort and will feature in 19 markets and 12 airports.
In Q&A on the Lyft blog, Mr. Bar said,
"As an artist, it's so much fun to work with car and transportation concepts. I'm focusing on the more playful side of transportation -- it's not about the mechanics of the vehicle, it's about the fun of riding, escaping, and enjoying travelling as a fun experience."
If anything, the ads are fun, but Mr. Bar also expressed his appreciation for the Lyft m.o.
"I like to work with brands who invent and reinvent new rules," he said. "I'm also attracted to positive companies that help our world and care about issues of social good."