“Discover the Full Story”

With the smart tag line “Discover the Full Story,” creative agency Saatchi & Saatchi has developed an advertising campaign for the Schusev State Museum of Architecture in Moscow.

The images demonstrate that real history is hidden behind the front of each building, and all what we know about it is only the top of the iceberg.

Inspired By: Nonconcept

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Saatchi & Saatchi features Moscow’s iconic Saint Basil’s Cathedral, the Moscow State University building and Bolshoi Theatre, each extending into deep pits in the ground. Their imaginary lower structures become even more ornate and fantastic than the real building above.

The creators of the fascinating and beautiful final images have generously shared their initial sketches and working imagery for us to admire and study.

“Maybe it was because the museum is used to dealing with things that have lasted for centuries, but the joy of working on this project was being given time to execute it with all the love and care and attention it deserved.  It was a chance to, literally, go deeper,” said Stuart Robinson, Executive Creative Director, Saatchi & Saatchi Russia.

 

Bolshoi Theatre – Sketch

 

Bolshoi Theatre

 

Saint Basil’s Cathedral – Sketch

 

Saint Basil’s Cathedral

 

Moscow State University – Sketch

 

Moscow State University