Description
Repackaging the fraying toothbrushes found in every Indian bathroom as an exotic new species of flower meant building an elaborate illusion. While a botanical photoshoot did that visually, the copy accompanying each stunning image needed to be equally misguiding. Each line was steeped in botanical terminology, to enhance the moment of witnessing a ‘new flower species’. The craft needed to work as both seduction and reveal – as compelling for the illusion, as it was for the ugly reality behind it. In doing so, it complemented the visuals perfectly, paving the way for people to scan the QR code and uncover the truth for themselves.
