An articulate blend of design and marketing principles went into this direct mail piece. The perforated zip on the cover presents the theme immediately and creates an interactive element which, when torn, opens the leaflet up.
Celebrity presence enforces the commercialism while succinct copy presents the messages in a clear, easily digested way.
Cloth textures are overlaid with citrus colours and contact information. A simple, detachable return card is included based on a clothing tag.
The mailer achieved 5.75% conversion rates, quadruple the anticipated 1.25%.
Featured by Creative Review.Print Design, Packaging, Graphic Design2011
Ocean Software’s official Mission: Impossible game is promoted to retailers globally.
The mailer opens back to front, creating immediate intrigue. Inspired by the film, dark content unravels within. An iconic burning fuse underlines the message, ‘Good morning Mr.Phelps, the official Mission: Impossible game from Ocean is about to…’
The facing right hand page shows the game’s character viewing a tablet. The message continues upon this, ‘update: www.ocean.com’. This remains visible as the packaging is opened, encouraging visits to the website.
The left hand page opens and the message follows the fuse, turning a right angle.
To heighten interest, artefacts from the game appear within the dark text above, ‘Expect the Impossible’, styled on the title sequence from the film.
A 45-degree fold opens to reveal text within the message, detailing the game and listing key benefits. This is designed with reference to the film, where through a twist of fate, Phelps uncovers previously concealed events, to reveal the truth.
An exploding paper fold bursts open to conclude with the classic line ‘This message will self destruct in five seconds…’
An enclosed promotional CD celebrates the game in detail, inspiring retailers to stock the title.
Featured by Creative Review.Advertising, Copywriting, Packaging2012
Virgin required a fresh look at cd packaging for a specialist promotional compilation, with direct distribution to the leading producers / managers in the UK. Matt laminated card folds and locks into concentric circles forming a poppy shaped alternative to the traditional cd cover.
Featured by Creative Review and Packaging News.Graphic Design, Print Design, Packaging2011