Studio Paperform was commissioned by Australian optical brand George & Matilda to be the featured artist for their annual health fund campaign.
Brief: Design and create a detailed and expressive paper illustration encouraging female audiences to engage with George & Matilda during their optical campaign. The image must be flexible enough to work at large scale as posters and collateral in stores and when viewed smaller across social platforms.
Story: Because George and Matilda needed to speak to their local audience we focused on engineering Australian native paper flowers for a sense of place. Around the bold messaging ‘Use it or Lose it’ formed an eye-catching and lush spray of florals and foliage that gently elevate paper facsimiles of optical frames on offer in-store. The paper Waratahs, Australian Tea Tree and Sydney rock orchids have been lovingly detailed for heightened expression.See Behind the Scenes: View here