It is estimated that every advertiser has thought at sunrise and sunset: what can I do without advertising?
In my opinion, advertisers who come from art backgrounds have a certain aesthetic in themselves, coupled with the brain holes and perseverance exercised by the advertising industry for many years of fighting, if they do something in cross-border entrepreneurship, they will basically have a certain level and height, such as photography, restaurants, bookstores, and cafes. Of course, there is also a kind of advertising person, returning to the original intention of art, chasing the enthusiasm of art and the calm of life.
This time, the former advertiser we want to introduce is the latter type of person, who now writes, draws, makes bricks, makes pots, and is fascinated by Chinese culture.
Half House, formerly known as Feng Dapeng. Jilin Yitong people, engaged in artistic creation, freelance writer, Hanyi font library contract creator, Beijing Red and Fire creative partner.
His works are included in the "Liuhe Ya Collection" Calligraphy and Painting Group Exhibition / "Dream as a Horse" Chinese Painting Invitation Exhibition / "Shuiyun Hanben Contemporary Scribe Lyrics Qinyang" (Heilongjiang Publishing House) / "Edge Expression" Preface (Yunnan Fine Arts Publishing House) / "Rice Collection" Preface (Shandong Literature and Art Publishing House) / "Diangu is the New First Pot Zhongtiandi Purple Sand Tea Ware Innovative Design Works Exhibition", etc.
Feng Dapeng himself
Dapeng reads:
"Go back in time to 1999, when I first advertised. At that time, I was lucky enough to find a business card of Lao Mo and a few pages of my own mouth and a few pages of drawings to enter the Beijing McCann-Guangming Advertising Agency. Suddenly there was a bright light in front of his eyes, almost dizzy. Start with a small design and start learning how to advertise well. In addition to my daily work, I also used the evening time to read the advertising books that I could find at that time, ten days a day. From design, copywriting, planning to media, Dragon Media Bookstore at the time enthusiastically took away my monthly salary. Close to the company, every day at noon noodles and eggs, occasionally beer, the meager income can actually do a lot of things. ”
"I caught up with the tail end of the golden age of advertising, and at that time I was also full of passion, and the iron triangle originally formed by my colleagues Liangzi and Xiaole won dozens of domestic and foreign advertising awards in a few years."
Advertising is the art of communication, a way of expression. After doing it for a long time, there will be doubts and hesitations, and at the same time, some thoughts hidden in the heart will gradually recover over time. At the end of 2012, Feng Dapeng resigned as director at JWT and opened a small design company with his wife, while he focused on calligraphy and painting.
Speaking of advertising now, he said, "The honors and achievements that were once excited and excited by them now seem to be less than the flowers on the grass, the sun is twilight, and there is not much to remember." It is quite comfortable to pick up and drop off children every day, buy vegetables and cook, draw and write, drink tea, and enjoy the slip of time. ”
【Calligraphy】
Feng Dapeng's calligraphy is rigorous, neat and solemn, and his penmanship is vigorous and readable. In recent years, he has focused more on the writing of list books. Plaques and folk inks from past dynasties became the main object of attention. Plaques, cliff stone carvings, etc., between three or five characters, can produce a rich meteorological, Zhengda, solemn, majestic, thick, elegant, Qingqi, Yubo, Jinjian, Pu Mao, Qili and many other flavors, with almost the smallest unit, showing the integrity of calligraphy. The accumulation of quantity, the control of experience and intuition, the convergence of emotions, the driving force of writing, the change of line... Qinggang, Chia Tai, Dun Hou, and Simplicity are his current goals.
Half House is Dapeng's jai number, asked about the origin, he said that in 98 years in Beijing, he rented a small coal shed of about three square meters near Sanyuan Bridge, not even half a room, so he named it Half House to remember the past days.
In the year of the outbreak of the epidemic in 2020, after receiving an invitation from the Hanyi Character Library, Feng Dapeng immersed himself in creating his own style of "Hanyi Time-honored Brand" font library at home, which lasted 7 months and wrote more than tens of thousands of words. Some variants and strange characters in calligraphy are usually rarely used in real life, so when making font libraries, they often need to be deconstructed and interpreted in their own style.
The process of writing a library, not only need aesthetics but also need standards, write at least 12-13 hours a day, a word has to ponder for half a day, and then the eyes pick flowers, please come to the calligraphy of friends who study the study to help appreciate the selection for follow-up modification and improvement, which took another 2 months. Writing a set of font libraries, before and after a total of 9 months.
A while ago, when Qunyushan was opened, someone specially asked Dapeng to write a letter as an opening ceremony and give it to Qunyushan:
【Painting】
Those great artists in the advertising circle are basically from art backgrounds. Most of the art gradually lost its brush because of work, and I was one of them. Therefore, I am very envious of my peers who can pick up the paintbrush, such as Mao Qi, Huang Sheng, Lao Cai, etc. that we introduced earlier.
Students who have studied art history should know that the Tang Dynasty was the peak of Chinese painting, and reaching a state of perfection in the Song Dynasty was an insurmountable peak of Chinese aesthetics. This is a magical era, heavy literature and light martial arts are weak, but artistic achievements are as dazzling as pearls in the night, making artists infinitely fascinated, and Feng Dapeng is one of them. Therefore, you can see that his ink landscape works are often clear in artistic conception, rigorous in composition, rich in layers, and idyllic with a contemporary freehand style. The works of flowers and birds are rounded and flowing with ink, with the intention of ancient times, with the legacy of the Eight Great Mountain People, but also with contemporary aesthetic interest.
From Feng Dapeng's works in the new period, you can also glimpse the prototype and deconstruction of creativity by advertisers, as well as philosophical reflections on man, nature and life. For example, "ink experiment". Randomly collect stones from business trips or tours, and then create them in an imagery way.
"Every stone has a soul, is placed together by various opportunities, entangled in association, and reaches a state, like the role of the individual in society."
New ink experiments
【Pot making】
Dapeng is humble and low-key, and the deepest impression on me is the spirit of craftsmanship in him, let's first look at the purple sand pot he designed:
"Since 2010, in addition to work, calligraphy and painting, I have begun to design purple sand photometric shapes. Every year, the famous teacher of Tuoshu Mountain, who chooses his heart, makes it out, fifteen pieces per formula, and will not be remade. To this day, fifteen styles have been accumulated, each with its characteristics of the times. "--- Feng Dapeng
Known as the "national essence", the purple sand pot has been called "Literati Sanya" together with strange stones and orchids since ancient times, and is famous at home and abroad for its simple, elegant and vivid plastic arts. Therefore, "pot type and craftsmanship" is the key to the unique existence of a purple sand pot, so as to reflect the artistic value and collection value, which also requires the pot maker to have an understanding of the appearance of the purple sand pot in previous dynasties, in order to do not repeat the sample. A good pot contains heaven and earth, and making a good pot requires a very long process.
In order not to be similar to the previous pots, the first thing is to consult the massive purple sand pot historical materials. One of the more impressive things is that a pot planned by Dapeng took half a year from conception to design completion, ready to enter the proofing stage, and suddenly found that the shape collided with a rare purple sand pot pot type in the Qing Dynasty, so it gave up decisively.
So far, Feng Dapeng has been making pots for 10 years, and he has only made 17 purple sand pots in total, each limited to 15, and will not do more, nor will he authorize others.
There is also a small detail, the pot he produces, will have a small logo, read: Half house wading pot. My own interpretation is that he has been making pots for 10 years, and he still does not dare to easily say that he "makes" pots, but only involves in the hunt. Such an attitude should be the real humility of the Chinese literati, and how ridiculous it is compared to the contemporary Masters of Manchuria.
In addition, because he has been engaged in advertising, so his work packaging is very careful, I am a purple sand enthusiast, most of the pot-making teachers on the market are basically through the package (that is, the packaging bought in the market), and then put a photo of themselves and the work and the certificate. But Dapeng's pot packaging is more ritualistic than that. The first is the wooden box of each pot, and the name and text of the pot are written by hand.
Open the wooden box, and inside there is a "ID photo" of the pot drawn with rice paper, which is imitation of the treatment that will never be there:
Therefore, buying him a pot is also equivalent to buying his calligraphy and paintings by the way. The so-called ingenuity, this should be a good interpretation.
There is such a guideline in many places on the planet, when the work is recognized by the market, imitations and plagiarism will appear one after another, the following are some works that imitate the Feng Dapeng purple sand pot:
Some also show that it is returned and orphaned
Many people's current life, eating and sleeping, is to brush short videos. What was the life of the ancients like? "Burning incense, trying tea, washing stones, drums and pianos, school books, waiting for the moon, listening to the rain, watering flowers, lying high, surveying, walking, negative, fishing, painting, gargling springs, supporting sticks, worshiping Buddha, tasting wine, sitting, looking at mountains, Linti, carving bamboo, feeding cranes..."
In Dapeng, you can feel that he is not pretending to be forced, but really pursuing and enjoying this "exclusive pleasure" state of life.
【Brick Making】
From the original writing instrument and the four treasures of the study room, Yantai has developed into a practical, collectible, and playful art of art. The tool technology of contemporary brick making may be slightly better than that of predecessors, but the mentality, courage and learning when making bricks cannot be compared with those of predecessors. In the matter of making bricks, Feng Dapeng is also seeking refinement and not quantity, pursuing the unity of aesthetics and functionality, and only making 23 parties in 10 years.
"Yan is a literati thing, the first quality, the so-called wen, is also a literary courtesy, not complicated, not showy, not shaped, not show off, otherwise it is vulgar, even vulgar." Those who understand this principle are like natural stones, not human beings, but also subtle and ingenious. "--- half house
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I believe that everyone who studies fine arts has a dream of being an artist hidden in their hearts. However, 10,000 art students, there are only a few that can be seen by the market early, for most artists, the first thing is to survive, after all, not everyone has a mine at home, so advertising and design have become the employment choices of many art college students.
Or, as long as the dream in our hearts is not extinguished, we can be like Feng Dapeng, running away in the advertising industry for half a life, and returning to the teenager with the dream and the paintbrush in his hand.
"In addition to science and religion, art offers a third way of interpreting the world, which may not have the power of the first two, but is more capable of making people happy." I think that half of the house immersed in it is blissful.
Of course, we do not blindly encourage everyone to be like this, but in such a chaotic world, we should have the same reverence as the artist, absorb it with an empty cup mentality, constantly think about and improve ourselves, and do everything at hand with the spirit of a craftsman who is carefully crafted.
At present, the epidemic is rampant, or we take this time to start practicing calligraphy calmly and calmly, re-picking up the dusty piano sheet in the corner, opening the list of books that have been lying in the memo, and lifting the brush that has not been touched for many years... Life is not limited, calm down to do something, do not live up to the time.