“Below The Surface”, is an illustrations campaign for the Schusev State Museum of Architecture in Moscow, made by agency Saatchi&Saatchi Russia. The illustrations help us discover new fictional undersides of different famous Russian landmarks: Saint Basil’s Cathedral, Lomonosov Moscow State University and Bolshoi Theatre. This is considered very inventive and innovative production by Carioca Studio.
The main target of the campaign is to show the marvelous museum collections that reflect the architectural heritage of a thousand-year history of Russia. The posters present what the iconic buildings might look like if their above-ground structure represented only 1/10 of their total volume. This initiative elucidates that behind the façade of each building there is a hidden story, and that the building in which we see is just the tip of an unrevealed iceberg.
Agency: Saatchi&Saatchi Russia
Creative Director: Stuart Robinson
Account team: Khichtchenko Elena
Art-director: Polonski Yuri
Typography team: Sergey Sidorov, Anastasia Vedernikova
Designers team: Mark Ignatiev, Vitaly Mashinsky