JVG scrambles misspelled vehicles for scrabble campaign

JVG scrambles misspelled vehicles for scrabble campaign
all images courtesy of JVG

if life was governed by scrabble tiles, the world could get a little mixed up. JVG, a madrid-based studio with a focus on CGI and digital composition, has conceived a campaign for toy and board game company hasbro, which sees ordinary vehicles rendered slightly awry. like a minor misspelling, the distorted objects are recognizable, despite an obvious flaw — a ‘cybicle’ is folded into a cuboid configuration; a ‘mycrotocle’ is strangely deformed, and a floating ‘chaty’ twists into a tight spiral.

while the mashups render each object completely useless, their usual characteristics are given new personalities and purposes. for example, the ‘exvacator’ hovers above the earth from a fiery blast of its wheels, while the ‘sownplow’ humorously dumps snow back onto the ground. 

‘exvacator’

‘mycrotocle’

‘chaty’

‘sownplow’

detail of ‘mycrotocle’

detail of ‘cybicle’