Mathieu Missiaen by American Apparel Mathieu Missiaen by American Apparel
Mathieu Missiaen by American Apparel for Novembre magazine Mathieu Missiaen by American Apparel for Novembre magazine
Mathieu Missiaen by American Apparel for Novembre magazine Mathieu Missiaen by American Apparel for Novembre magazine

Molecular manicure: Campaign explores properties of colour

29 : 05 : 2014 American Apparel : Le Creative Sweatshop : Photography

Paris - Mathieu Missiaen from Le Creative Sweatshop collective has devised a vibrant campaign for American Apparel’s nail polish range that captures the atomic composition of colour.

The work of the Paris-based art director and photographer explores the tensions between real images and those generated by software, challenging the audience to decode and reconstruct photographed objects. Approached by American Apparel to shoot its nail polish campaign, Missiaen decided to get as close as possible to the texture and colour of the product, shooting extreme close-ups that appear to capture the chemical composition of the product.

To construct the illusion of brightly coloured molecules Missiaen applied a material used in the production of contact lenses, supramolecular hydrogel, mixed with acid-tinged pigments. The substance combines qualities of a solid and a liquid, creating imagery that seems to be in a constant state of flow. Gel drops holding strokes of nail polish resemble minuscule marine fauna reminding us of the Fauna Fetish design direction.

To find more work from the collective, read our Le Creative Sweatshop portfolio review.

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