RJ Muna and Dutch artist Berndnaut Smilde were recently tasked with capturing the luxury experience of flying at 39,000 feet on an Airbus corporate jet. But instead of shooting an airplane in the sky, they wanted to bring the sky into a series of opulent rooms that represent the experience. The project was called ACJ Nimbus.
The three photographs, known as Serenity, Freedom, and Harmony, are intended as a visual metaphor for owning and traveling on an Airbus corporate jet.
“The challenge was to capture an ephemeral and living artwork, lasting only a few seconds, in a way that echoed elegance, space and relaxation,” said RJ.
Smilde creates the clouds by spraying a find mist of water in the air and then blowing smoke into it; every cloud is a unique floating sculpture, existing only for a few moments. His technique was recognized by TIME Magazine as one of the top 10 inventions of 2012.
“Creating ‘clouds in rooms’ is part of my passion for exploring the creativity of spaces, so it was intriguing when Airbus Corporate Jets proposed using it as a twist on the ‘putting rooms in clouds,’ which it does,” said Smilde. “Every cloud is different but with practice you can get roughly the shape you want, where you want it.”
RJ shot from a low point of view so that the clouds seemed high up in the air conveying a sense of grandeur and freedom. The props chosen for the photographs—the bath, projector, and gramophone—communicated a sense of relaxation. This is not the first collaboration between RJ and Smilde; they’ve worked together before with RJ capturing Smilde’s clouds in a number of extravagant locations.
The ACJ Nimbus campaign was created by advertising agency Publicis London, and the work was recently unveiled and presented at Artexpo New York. For a behind the scenes look at the making of the ads, see video below.