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Via features unexpected visual elements—scars, magic mushrooms and videogame heroine Lara Croft—in its first campaign for paper company Stora Enso.
“We used jarring images of disparate things, images that would engage the reader” in the print effort, which targets mainly printers and designers, said Rich Rico, chief creative at the Portland, Maine, shop. Via added the estimated $5 million assignment late last year.
One execution, designed to run as a two-page spread, pictures two boys sitting at a dinner table before plates of large, colorful mushrooms.
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