With technologies like AI, AR and VR now firmly rooted in our way of life, marketers are now using them more frequently to make a statement and set themselves apart from competition. This year has seen a spike in the use of surrealism in marketing which relies heavily upon image juxtaposition, employs the irrational and defies traditional conventions.
At the forefront of this trend are those in the fashion industry. Well-known brands such as Maybelline, Jacquemus, Adidas and Isabel Marant have recently incorporated strange and fantastical elements into their latest campaigns leaving their respective audiences stunned.
So, what is surrealism?
The artistic interpretation of surrealism emerged during the early 20th century, shocking its audiences with its use of illogical and strange imagery. Surrealism aims to confuse by incorporating the rational with the irrational, creating imagery that can be interpreted by both the conscious and unconscious mind. Such an art form provides its purveyors with a wealth of creative licence and creative freedom meaning that no image is the same and all are impactful in their own right.
With trends disappearing as quickly as they emerge, incorporating surrealism is enabling brands to cut through the noise on social media, shocking and entertaining their audiences, and leaving a lasting impression.
