A double-layer copy for the Economist

In a world of post-truth and information noise — where the buzz around an event often matters more than the event itself, where headlines strive for clickbait and where information can be a tool of manipulation — we value those who remain an island of sanity and offer a full picture.

The ability to read and comprehend is the reader’s responsibility, but it becomes much easier when the picture is complete.

If I were to present this campaign, this would be the introduction.

The Economist has always been one of my favorite brands when it comes to image campaigns. Their ads are smart, sharp, and ingenious — delivering that signature British style of intellectual irony, with just a hint of intellectual snobbery. They have long-standing tradition of minimalistic, text-based ads that challenge surface-level narratives and this is my little tribute to their style.

Note: This is a spec сampaign. It has not been authorized or commissioned by The Economist and is shared solely as a creative exploration.