Art - Essential Marketing
Advertising agency essential mk homepage, where you can explore recent work, news, knowledge and see a summary of their history, and customers. 
We convert users into customers. We are specialists in marketing strategies and digital strategies.
Marketing, marketing strategy, strategic marketing, planning, strategy, marketing consultancy, marketing consultant, differentiation marketing, innovation strategy, creating value, new opportunities, innovative approach, digital strategy, digital marketing, digital creativity, digital agency, digital consultancy, digital consultant shopper marketing, retail, retail marketing, shopper experience, consumer experience, digital experience, purchase, shopper journey
archive,category,category-art,category-182,stockholm-core-2.4,select-theme-ver-9.5,ajax_fade,page_not_loaded,,qode_menu_,wpb-js-composer js-comp-ver-6.10.0,vc_responsive

Creative visuals that play with negative space

30 creative visuals that play with negative space by artist Tang Yau Hoong



Observing more closely the creations of the creative Tang Yau Hoong, one wonders if our vision is not playing tricks on us. Indeed, he takes pleasure in using negative space to imagine visually impactful images with various meanings.


For those unaware, this technique consists of diverting the unused space of an image to accentuate its message and highlight the desired elements. This process is particularly appreciated in photography and in the artistic world in the broadest sense.


For several years now, the artist from Kuala Lumpur in Malaysia has demonstrated through his various artistic projects his attraction to surrealism, conceptual art but also optical games.


Using digital creation software such as Photoshop, he mixes graphic styles such as watercolor, drawing, painting, and inks to create intriguing and trompe-l’oeil illustrations that combine urban landscapes, animals and humanity.


He did not hesitate to divert the famous logo of the fast-food chain McDonald’s with two characters eating burgers, a fox mixed with a swan or a child throwing paper planes from a cliff doing nothing but one with a bird. Despite the somewhat minimalist nature of the drawings, they still manage to deliver a strong message, sometimes even leading us to reflect on the satire of the situation.




Justine M. For Creapills. April 2023.


Vintage film cameras meticulously built from coloured paper

Vintage film cameras meticulously built from coloured paper by Lee Ji-Hee



Korean artist Lee Ji-Hee builds paper models of old film cameras, recreating the details of their every mechanism through expertly folded paper.


Although his paper cameras match the original in every aspect of their form, the colours he selects for his designs are much different. Instead of matching the black, brown, and grey colour schemes consistent with the 1952 Leica IIIf Red Dial or 1938 Super Kodak Six-20, Lee chooses flashy colours and patterns that give each device an updated aesthetic.




Kate Sierzputowski for ThisisColossal. July 2017


Javier de Riba’s patterned floors establish vibrant gathering spaces.

Javier de Riba’s patterned floors establish vibrant gathering spaces for public use.



Catalan artist Javier de Riba brings the cosiness of home outdoors with his ongoing Floors Project. Made possible with the help of the local community, the collaborative endeavour involves painting a specially designed motif onto the concrete or pavers that line walkways and city squares.


Each intervention serves several purposes, including adding colour to an otherwise grey setting, connecting locals to the artist and each other through art making, and establishing a welcoming gathering space during an urban environment.


De Riba has completed five of the carpets so far, four in Spain and one in Shenzen, China. He’s traveling to Breda, The Netherlands, this June to collaborate with Blind Walls Gallery on the largest work yet, which will span approximately 400 square feet.




Grace Ebert for February 2023.


Matthew Grabelsky’s uncanny subway paintings

Commuters go wild in Matthew Grabelsky’s uncanny subway paintings



Urbanites know the subway is a prime location to spot the city’s oddities, and yet, a run-in with one of Matthew Grabelsky’s characters would be a particularly wild encounter. The Los Angeles-based artist has spent the last few years rendering human-animal hybrids that nonchalantly ride public transit. Sometimes snacking on a cracker or brushing up on some reading, the characters are surreal, uncanny additions to an otherwise mundane scene.


Grabelsky’s newest oil paintings, which are currently on view as part of Riders at The Brand Library & Art Center in Glendale, California, are hyperrealistic and laced with witty details like earlier works in the series. Set on the New York City Subway and London Tube, the portraits are narrative-driven and embedded with pop culture references. The artist shares:


“My goal is to create the effect of looking at a scene on the subway as if it were a diorama at a natural history museum. The images present richly detailed moments frozen in time allowing the viewer to closely inspect every element and make connections between them to read an overall story. In this world, people are transformed into part-animal to create scenes that are strange, funny, and endearing.”



Grace Ebert for ThisisColossal. February 2023

Metaphorical portraits deconstruct art history as collaged specimens

Metaphorical portraits by Michael Mapes deconstruct art history as collaged specimens



Photographs, scraps of fabric, human hair, dried flowers, and gelatine capsules are a few of the materials that artist Michael Mapes arranges into fragmented portraits and still life’s.


Referencing traditions and prominent works in art history, Mapes interprets figures and fruits through deconstructed compositions. Set in specimen boxes evocative of those used in entomological studies, the collagesutilize the metaphor of scientific study to dismantle and reconstruct the contexts and meanings of the original works.


Mapes begins each piece with research around the subject matter and materials, and many of the artist’s most recent works centre on muses, like fashion designer Emile Louise Flöge who was the lifelong companion of Gustav Klimt. “I’ve been making studies, smaller scale works that allow me to consider compositional approaches for larger pieces,” he says about the series. “It connects the past to the present in a very personal way.


A muse vibe is inspired by mining art history to find subjects that resonate with me and my work process.”



Grace Ebert for August 2022


The National Library of France reopens with renovations

The National Library of France reopens with renovations that add 21st century details to the Beaux-Srts gem



After more than a decade of renovations by architect Bruno Gaudin, the Bibliothèque Nationale de France reopened last fall lighter and with more space to view both the massive collections and the original Beaux-Arts features of the space.


Spread across two sites, the Richelieu and François-Mitterrand, the now-updated repository at Richelieu dates to the 18th century. French architect Henri Labrouste originally designed the main reading room, known as the Salle Ovale, which is largely preserved with a vaulted glass ceiling spanning 60 feet, mosaics cloaking the ceilings, and hundreds of thousands of volumes lining the perimeter and interior shelves.


The regal space is now open to the public for the first time. For the renovation, Gaudin added a large, steel and aluminum staircase that spirals toward the upper floors, which house a museum and the nearly 150-foot-long Mazarin Gallery with its Baroque frescoed ceiling. A glass walkway with an angular, sloping roof connects the east and west sides of the library, and the architect added a new entrance for greater accessibility.


Alongside books, the library also stores a vast array of historical documents and artworks totalling 22 million objects. Inside its halls, you’ll find the second-largest collection of Greek vases in the world, original prints from Rembrandt and Picasso, an engraving by Matisse, a Gutenberg Bible, and Charlemagne’s ivory chess set to name a few.



Grace Ebert for January 2023. All images © Bruno Gaudin Architects


Clever collages

Everyday situations take an amusing turn in Toon Joosen’s clever collages



A man mows a field of text, a vacuum cleaner sucks up beachgoers, and kids shield themselves from falling words in the witty collages of Toon Joosen. From his studio in The Netherlands, the artist cuts and splices vintage photos, magazines, postcards, and book pages into clever works that take an ironic and surreal approach to everyday activities.


Joosen tends to play with scale and perspective, creating tongue-in-cheek scenarios brimming with nostalgia and humor. He shares dozens of works on Instagram and has prints, buttons, and other goods available on Etsy.



Grace Ebert on ThisisColossal. December 2022

All images © Toon Joosen.

Quirky clothesline creatures saunter across landscape illusions

Quirky clothesline creatures saunter across Helga Stentzel’s landscape illusions



A woolly sweater returns to its material roots in the latest creatures to spring from Helga Stentzel’s clothesline menagerie. The London-based artist captivated audiences last year with her whimsically strung farm animals that appeared to put old shirts and jackets out to pasture.


Now, Stentzel’s collection of characters includes a dinosaur of bleached white undergarments, a sweatpants camel, and the aforementioned sweater sheep. Positioned against expansive views of deserts and mountainous areas, the stylish illusions take a playful approach to laundry day.


Alongside these creatures, Stentzel has been creating 3D works, some of which are on view from November 18, 2022, to March 1, 2023, at CXC Art Museum in Seoul.




Grace Ebert, ThisisColossal. November 2022.

All images © Helga Stentzel


Elaborate Inflatable

Balloons puff and twist into an elaborate inflatable ensemble by Masayoshi Matsumoto



Armed with colourful balloons and plenty of air, Masayoshi Matsumoto twists and ties a playfully quirky menagerie of inflatable creatures. A chemical engineer by day, the artist spends his off hours stretching the malleable material into a sticky-fingered tree frog or plump squirrel, elevating the creations typically associated with children’s birthday parties or carnivals into elaborate sculptural works.


Matsumoto is loyal to the bendable material and forgoes paints, glues, and other fasteners, and many of the animals accentuate the shape of the balloons themselves: deflated tips resemble claws and puffed oblongs hang like shaggy fur or splay upward like a rooster’s crest.


Find more of the latex animals on the artist’s Instagram: @isopresso_balloon




Grace Ebert, ThisisColossal. November 2022

All images Masayoshi Matsumoto