More than twenty Pakistani artists have gotten together to create a video encouraging people to stay at home. Not that this hasn’t been done before: but this one has a unique twist.
It is no secret that locals are crazy for chai. Capitulating on this great love for the hot beverage, these artists have engaged in some fun wordplay and come up with a “safe-tea” campaign. Not only is the concept super relatable for the average Pakistani, the video itself is also a quick 1.5 minute watch wrapped in a bright and spunky package.
Team PG reached out to the artist who came up with the idea, Moin Nazim (@moinazim_graphics).
What was the idea behind this collaboration?
So a we had a small group of artists pitching ideas for our next collaboration on a certain topic. It was Rawaz’s (@rawazhammas) initial idea that we should bring on board several artists to execute a 1 minute video. I had the idea to set the structure and guidelines so that every artist that we invite has a clear idea of the final output. Every entry was made on a grid.
What message do you want to convey?
The message was to make an impact: that digital artists can influence people too with their creativity. We wanted to promote the idea of staying at home and staying safe from covid while still keeping our creative juices flowing. I came up with this pun “safe-tea” to make the intention clearer.
What was it like working with 20+ talented artists?!
Overwhelming to say the least. All of us got to learn a lot. Just like Nafay (@le_nafay) says, collaboration always wins over competition.
How do you as an artist feel quarantine has affected the creative process?
Artists are mostly introverts so most of them considered this as a chance to sharpen their skills. For the social ones it was clearly another way to communicate and do live drawing sessions. Either way most artists found ways to earn and learn differently.
Watch the video here.
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