On May 27 San Francisco’s Golden Gate Bridge celebrates its 75th anniversary. Working with the Golden Gate National Parks Conservatory, agency Goodby Silverstein & Partners has created a suitably grand poster campaign…
The photographs of the bridge that provide the source material for the posters were taken by GSP’s own Rich Silverstein and agency photographer and senior art director, Claude Shade. Both were given special clearance to access certain parts of the bridge that are inaccessible to the public.
The particular hue of the bridge – a darkened version of ‘international orange’, the highlight colour used by the aerospace industry to make things stand out against the landscape – is made particularly vibrant in the saturated colour treatment.
Impressively bold and graphic, the posters allow the beauty of the bridge’s engineering to do the talking. The series also shies away from the familiar snapshot images of the bridge (all too familiar to San Franciscans, presumably), instead favouring some more abstract takes angles.
The only niggle for me is the shadowing on the type which, left clean, would no doubt only have added the simplicity of the artwork.
GSP is also working with Google Maps on the Band of Bridges project, a “socially-driven website with the goal of building the longest digital bridge in the world”.
Agency: Goodby Silverstein & Partners
Director of Design/Associate Partner: Keith Anderson
Senior Art Director/Photographer: Claude Shade
Creative Director: Anders Gustafsson
Art Director: Azin Ashourvan
Junior Art Director: Hanna Wittmark
Junior Copywriter: Graham Lewis
Senior Interactive Producer: Margaret Brett-Kearns
Interactive Production Company: Famous Interactive