Case study
2025
Foldhouse Paper
Discipline
Launch campaign
Location
Ghent, BE
Duration
6 weeks
A paper mill’s first consumer range needed to feel tactile on a phone screen. We shot light through their paper and let the colour do the selling.
(Result)
4.1M
Organic views in the first month
What we did
Campaign, Art direction, Social
The brief
Foldhouse makes beautiful paper for printers. Their first direct range had to sell something you want to touch to people scrolling past it.
What we made
A campaign of curls, folds and backlit sheets, shot in-camera, with a line for each weight of paper. Every asset was cut for vertical first.
Result
4.1 million organic views in a month and a range that sold through its first run.
(Next) More work
Keep going.
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