2018 Launch: Toni & Guy
For the advertising shoot held to launch the Toni & Guy product line, we created small-scale cardboard set props that symbolized each line’s unique content and formula. In this project, the reduction in scale further highlighted the importance of paper engineering, meticulous craftsmanship, and attention to detail.
In the campaign centered around the “Natural Posture” theme, we highlighted the ingredients of each product in minute detail. For the charcoal-based series, we created geometric and asymmetrical black rock forms; to highlight keratin technology, we depicted delicate molecular bond structures; and for the wheat extract and babassu oil series, we produced wheat ears, tropical leaves, and elegant flower figures, all cut and shaped to millimeter-precise dimensions.
As the scale became smaller, shaping the paper, perfecting the cut lines, and ensuring the objects appeared flawless in macro shots required a patient, artisanal process. By combining Toni & Guy’s professional and modern aesthetic with our handcrafted work on a miniature scale, we created deep and striking visual compositions that highlight the series’ quality and natural look.
