A Curious Story


This modest blog receives a small but consistent stream of visitors daily, certainly nothing to boast about. Adrift in the great oceans of the blogosphere, mine is a curious, iridescent plankton.

Imagine my suspicion upon receiving an email from a London-based PR firm inviting me, on behalf of their client, to look over a new multimedia project aimed at rejuvenating a range of paper products. I was about to consign it immediately to the spam bin when I noticed a specific reference to an entry in my blog : “As someone who is clearly inspired by art, innovative designs and photography, for example the Zena Holloway portraits, I wanted to get your thoughts on the project, especially the photography element

Ok, so they’ve taken the time to look, likely a brief visit – following a search employing the usual methods. The kind of task set for interns at PR companies. Obviously one part of the advertising campaign is to target disseminators such as yours truly.

My interest pricked, it was time to investigate the project. I was pleasantly rewarded. Claire, if you do read this, I’m feeling more honoured than exploited by your attentions, so I’ve decided to detail my impressions here. Inadvertent or intentional, a bit of ego stroking will occasionally curry favour with me.

The Client: Arjowiggins – Global manufacturer of creative and technical paper.

Consultant & Project lead: Studio Edelkoort – Influential fashion trend forecaster founded by Lidewij Edelkoort.

Photographer: Grégoire Alexandre – Paris based, award winning fashion photographer.

Client Brief: Rejuvenation of Arjowiggins creative paper range.

Into the Blue

In isolation Alexandre’s images are effective enough as promotional vehicles, and to be perfectly honest I prefer to see them this way. He has stitched each into a loose linear narrative; a young girl on a journey through different worlds, each created using different coloured papers from the Curious Collection. His canvas consists primarily of white backdrops, often with no attempt to disguise technical infrastructure or features such as support columns and other fixtures  – indeed these become integral elements of the composition. Set against this are ‘worlds’ showcasing hues and shades taken from the new 27 colour palette.


The photographic content was then rendered interactive within a flash animated framework, focused on demonstrating the creative potential of the range. Which it accomplishes rather effectively (A Curious Story). Alexandre is Arjowiggins’ inspired choice – if it was indeed the company that commissioned his work – as his style is perfectly suited to serving the brief. Contrasted against his trademark studio whites the coloured sheets of paper become vibrant, flourishing elements of visual poetry. Origami unicorns, tornados, submarine vistas, fissures in time and space – all worlds expertly realised through creative use of the client’s product.


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