Conceptual project MOCKING UP for Services Généraux
CLIENT: SERVICES GÉNÉRAUX
YEAR: 2025
ROLE: LEAD ARTIST, AI IMAGERY, IMAGE CONCEPT
YEAR: 2025
ROLE: LEAD ARTIST, AI IMAGERY, IMAGE CONCEPT
In our post-truth era, mockups gained a new status. A double-edged sword, both sides cutting deep.
On the client side, it started with asking for notes of intent. Then came moodboards, then treatments, then still mockups, then moodtapes, and now full-on video mockups. Today, clients want to see the film before they buy the film. For free, as you can imagine. And as a profession, we gave up, unprotected by production companies and agencies.
On the service-provider side, that mindset went ahead and contaminated our feeds and portfolios. We now see more mockups of projects than projects. Fictive projects hold the same value as real ones. Designers care more about the in-situ mockup of their new identity project than about the actual identity itself. Agencies care more about the mocked-up in-situ activation of their 360 campaign than the campaign itself. So much so that some companies now specialize in selling ready-made generic mockups (!). So as a service provider, you now have to spend your own money to fake doing the project you’re actually trying to get.
Mocking up the thing is not doing the thing.
To celebrate this nonsense, SG is offering the creative community a free-of-charge, ready-to-use mockup collection, to offer the best fake in-situ context to your fake projects!
On the client side, it started with asking for notes of intent. Then came moodboards, then treatments, then still mockups, then moodtapes, and now full-on video mockups. Today, clients want to see the film before they buy the film. For free, as you can imagine. And as a profession, we gave up, unprotected by production companies and agencies.
On the service-provider side, that mindset went ahead and contaminated our feeds and portfolios. We now see more mockups of projects than projects. Fictive projects hold the same value as real ones. Designers care more about the in-situ mockup of their new identity project than about the actual identity itself. Agencies care more about the mocked-up in-situ activation of their 360 campaign than the campaign itself. So much so that some companies now specialize in selling ready-made generic mockups (!). So as a service provider, you now have to spend your own money to fake doing the project you’re actually trying to get.
Mocking up the thing is not doing the thing.
To celebrate this nonsense, SG is offering the creative community a free-of-charge, ready-to-use mockup collection, to offer the best fake in-situ context to your fake projects!