“New Thinking. New Possibilities.” is both the starting and ending point.

We decided to interpret the concept to the deepest,
starting by breaking the one and only rule: do not modify the pay-off visual.
Our “New Thinking” dealt with walking the untreaded path.
The unexpected hides new possibilities to be discovered,
and we followed that direction just by changing point of view.

That’s why we decided to look at the sentence not only as a sequence of words,
but as a typographic object too, whose appearance could be manipulated
without loosing its meaning. There’s one and only point of view from which
the poster reads the correct sentence, while slightly shifting aside the trick is unveiled:
the typography lays upon the multifaceted paper object underneath,
being split to spread over faces that build the heart/engine up.

Technlogy, technique, machine – Love, Passion, Man.
Forever elements of a unique universe, the first being generated from the other’s creativity.
Many issues are telling ourselves about the need that tech development get closer
to human needs and his environment. They are more and more the pivot of every new project,
that’s why a small human thrones over the symbol of his own huge creative power.

@ OFFICINE DEL VOLO - MILAN