‘Fockups’ Expose The Real, F-ed Up Places Your Designs End Up In – Corporate B2B Sales & Digital Marketing Agency in Cardiff covering UK

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Image by Wytze Hoogslag and featured with permission

Assuming that advertising exists even in a utopian world, you’ll probably come across it on flashy billboards and neon signs, or uncreased on lampposts. Reality is far from that. Yet, visualizations of posters on the streets often only depict the aforementioned scenarios.

Although understandable, the mockups of finalized designs that are shown to clients are usually “too idealistic,” says Wytze Hoogslag, a Dutch designer and art director who works at creative agency Onze Kapel. As a realist, Hoogslag loves imperfection and detests overly-manicured imagery, including the typical mockups.

“The subjects are smoothly floating around in space, beautifully enlightened, depicted along with a blue sky or a perfect cappuccino,” the designer notes. “This does not reflect reality, which is what mockups originally should be used for.”

Image by Wytze Hoogslag and featured with permission

His new project, , reimagines real-world designs in a brutally honest light. A far cry from the pristine situations portrayed in mockups, posters and billboards are often viewed from undesired angles—try flipped or upside down—they’re trampled on, and are subjected to weather conditions or “human stupidity.”

The truth is you can’t fully control where your work turns up. And you best believe the only times some people look at them is when they’re on the toilet.

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“In a broader sense Fockups is an indictment on perfection,” the creator explains. It’s a no-holds-barred reminder to people that they’re not perfect, even if their online presence insists otherwise. “But let’s start with the presentation of their designs,” Hoogslag adds. Baby steps.

Image by Wytze Hoogslag and featured with permission

Fockups is available as a pack of eight Photoshop files for designers (and their clients) to envision projects in more believable everyday settings.

You can explore Fockups, as well as download the set, right here. While you’re at it, be sure to head over to Wytze Hoogslag’s website and Instagram to check out more of his work.