On May 19, 2022, the buildings of Less Mess Storage in Warsaw became the canvas for extraordinary art pieces. These were created by the renowned Japanese artist, Photographer Hal, whose style simultaneously sparks interest and controversy. His work was previously featured in a CNN Style article.
What makes his work stand out? Photographer Hal specializes in placing people, including nude couples, in intimate positions inside bags from which the air has been vacuumed out, creating a vacuum-packed effect. The process of creating each piece involves weeks of planning, hours of setup, and then just 10 seconds for taking the photographs, after which the bag must be quickly opened to prevent suffocation.
This project was initiated by the creative agency Mamapool, which had previously collaborated with Hal on a condom marketing campaign. The idea stemmed from the desire to represent the metaphor of being “overwhelmed by clutter” and “suffocated by things,” common problems in both personal and business contexts.
Interview with Mamapool Creative Agency
When asked about the idea of combining self-storage services with Hal’s art, Tom Pinsent of Mamapool explained that they wanted to convey emotions related to stress and the feeling of being overwhelmed by too many items. The Mamapool team was familiar with Hal’s work from their previous collaboration in Tokyo. The biggest challenge in the project was overcoming language barriers and coordinating the remote session.
Interview with Less Mess Storage President – Guy Pinsent
Guy Pinsent from Less Mess highlighted that the concept of vacuum-packed sessions was original and unique. The campaign aimed to draw attention to universal human emotions associated with pressure and stress. Despite concerns about whether the Polish public was ready for such a controversial campaign, Guy believed that Hal’s works perfectly conveyed the intended message.
Interview with Models – Robert McGuinness and Asa Kubiak
Robert McGuinness, one of the models, described the experience of being vacuum-packed as exciting but also controversial and potentially dangerous. Asa Kubiak, a female model, spoke about her initial fears and excitement related to the project. Both emphasized that working with Hal was an extraordinary experience that allowed them to confront their fears and push their limits.
This unique project combines art, marketing, and deep human emotions, demonstrating an innovative approach to brand communication for Less Mess Storage.
