This is a poster for LOADING, a photo exhibition held in Wakayama, Japan. This is an exhibition where the processes from photo shooting to development were done by a photographer using an iPhone. In order to directly express the project theme as a component of the poster, the poster boldly uses the gray color generated when image is loading on PC or smartphone.
It increases people’s expectations dramatically and was effective in attracting customers as a paper poster, but at the same time, it gave the illusion of watching a display, intentionally hiding the photos and text elements.
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