Sweden – In an increasingly digital world, Arctic Paper’s new video project is designed to demonstrate how a brand selling a tangible product can remain relevant.
Arctic Paper has created a new short film that re-imagines each paper grade in the Munken Design and Arctic Volume ranges as a digitally remastered material. With the tagline Visions of a Transformed World, Inspired by Nature, each paper type is made to resemble a naturally occurring substance, and is accompanied by a visceral soundtrack of cracks and groans.
Each material appears to transform in front of the viewer’s eyes – through the processes of growing, corroding and flowing – resulting in the overall impression that nature has been speeded up and we are seeing a compressed version of each material’s existence.
The focus on nature taps into the brand’s sustainable approach to production – all of the products are certified by the Forest Stewardship Council (FSC) and the Programme for the Endorsement of Forest Certification (PEFC) – adapting the topic so that it remains relevant in a digital world.
Brands are adopting a new digital aesthetic that enables them to connect the digital and physical worlds by presenting an augmented version of the original product. For more, see our The Living Machine Design Direction.