Probably the most extensive work we (or anyone else) had done for a prop job, the layouts of this campaign feature entirely hand-made props of actual nails stuck in boards. And hand-made means that each and every nail was carefully pushed in to create not only the flat shape of a stain but a realistic elevation map. If CGI would have been a far more convenient solution, the use of props is rooted in the duality of its purpose of both print campaign and ambient piece. The campaign was featured in the 2014 Cannes Lions issue of Lüerzer’s Archive.
