Art vs Science

M&C Saatchi's "Art vs Science" initiative was a 2015 event and think tank that framed the age-old advertising debate as a conflict to be reconciled. The thought was that creative artists often dismiss data-driven scientists as "bean counters," while scientists consider artists to be "dinosaurs" or "flakes". The Saatchi Institute was designed to find a formula that would resolve this conflict. 

Ink dropped into water formed the basis of the illustrative style, blending the artistic fluidity of flowing ink with the microscopic precision of scientific imagery. This was then manipulated to create supporting visuals for the book’s layout.