WHAT'S NEW ON NETFLIX? NEON DESIGNED BY JOANNA GNIADY!

Polish illustrator Joanna Gniady in collaboration with Netflix creates illustrations for a neon mural in Germany.

First ever such a big neon mural telling an animated short story has just appeared in Hamburg. Promoting Sky Rojo - a new Spanish series from the creators of famous La casa de papel, it attracts and makes you stop and think (and laugh).

Berlin based agency MOTOR Kommunikation that art directed the project chose a Polish artist to make simple yet powerful illustrations. Joanna collaborates with magazines, institutions of culture and creative agencies around the world and her clients include Opéra National de Paris, The Guardian or IKEA, to name a few. This time her drawings served as a base for endless metres of properly bent led pipes, forming an unpredictable and humuristic (well, a bit in a dark sense) story.

Sky Rojo is a crime drama that follows three sex workers: Coral, Wendy and Gina, trying to escape their pimps. Netflix neon campaign however only seemingly harks back to the typical for red light districts imagery. A mural dancer, sneaking out of woman-object image, literally and really startingly interprets well known slogan "Girls kick ass". Just take a look! 

The luminous instalation, drawing attention of numerous passers-by, is seen not only as a creative advertising but also an interesting project illuminating a problem of sexism and objectification of women.

Art Direction: MOTOR Kommunikation (motor-kommunikation.de)
Ilustrations: Joanna Gniady (joannagniady.com / @joanna.gniady)
Photos and video: Outframe (outframe.de)