Samsonite Print Heaven and Hell by Illusion, J. Walter Thompson Shanghai

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Heaven and Hell

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Industry Apparel, Clothing & Footwear, Clothing, Shoes
Media Print, Magazine & Newspaper
Market China
Agency Illusion
Agency J. Walter Thompson Shanghai
Executive Creative Director Yang Yeo
Art Director Hattie Cheng, Rojana Chuasakul, Elvis Chau, Danny Yaacobowich, Haoxi Lv
Copywriter Marc Wong
Illustrator Surachai Puthikulangkura, Supachai U-Rairat Illusion Co. Ltd
Released May 2012


One Show 2012
One Show Collateral / Posters - Single Gold
One Show Magazine / Full Page or Spread - Single Gold
One Show Newspaper / Small Space Print - Single Merit
One Show Out Of Home / Transit & Outdoor Installations - Single Merit

Credits & Description

Category: Posters
Advertiser: SAMSONITE
Product/Service: SUITCASE
Date of First Appearance: Apr 18 2011
Entrant Company: JWT SHANGHAI, CHINA
Executive Creative Director: Yang Yeo/Elvis Chau (JWT Shanghai)
Creative Director: Hattie Cheng/Rojana Chuasakul (JWT Shanghai)
Art Director: Elvis Chau/Hattie Cheng/Rojana Chuasakul/Haoxi Lv/Danny (JWT Shanghai)
Copywriter: Marc Wong (JWT Shanghai)
Animator: (Illusion Co)
Print Production: Joseph Yu/Lulu Zhang/Isaac Xu (JWT Shanghai)
Production House: Illusion
Illustrator: Surachai Puthikulangkura/Supachai U-Rairat (Illusion)
Production House Producer: Anotai Panmongkol/Somsak Pairew (Illusion)
Client Service: Lily Zheng/Sophia Ng (JWT Shanghai)
Media placement: Outdoor And Print - MTR Shanghai - 18 April 2011

Describe the brief from the client
To produce visual communication for The Samsonite Cosmolite suitcase. The selling point is it's ultra-durability.

Describe the challenges and key objectives
The challenge of the design is to find fresh and impactful image in illustrating the full power of this idea.

Describe how you arrived at the final design
Much illustration style has been tried out in full scale in search of the right expression. Oil painting, stained- glass painting and eventually we settled this 3D rendered sculpture style. Every detail of angel, every expression of devil are drawn and crafted in full detail.