In conjunction with the impressive Tokyo Type Directors exhibition opening last night at UTS gallery, John Warwicker who had curated the selection, shared some of his/Tomato’s work. It as intriguing to learn that some of their trademark light-reflection designs are made 100% in camera with the simplest devices (“Look Ma, no Flame or Maya anywhere!”).
During John’s show and tell, it also became apparent that hiring Tomato for a branding exercise is equal to branding your own company’s with their (Tomato’s) brand. Their cult status allows them to not compromise on approach or output. I imagine a marketing/brand person is either so independent in their choice of “agency” (I know they are not an agency in the conventional sense) or he/she justifies the end result by saying “I don’t know what your problem is, it’s a Tomato!”.