The Art of Undoing - An Archive of Memories
10. Craft Kancils [10.13a Art Direction: Single]
creative assets
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creative assets
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case board
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case board
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case film
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Links:
Product/Service:
Eraser
Client:
Czip Lee
Brief:
Erasers have always been perceived as correction tools, compared to pencils taking all the glory of creation. What made it even more challenging for eraser brand MONO Zero, is how ultra-precision was lost among generic precision claims. The brief was to reposition MONO Zero as a creative instrument, demonstrating that erasing can be an act of craftsmanship and artistic creation.
Solution:
We inverted the creative process: canvases were covered in graphite, then two artists used only the MONO Zero eraser to carve highlights, textures, and forms by erasing. The gradual reveal of two large-scale surreal artworks showcased artistic control and expressive possibility. The demonstration reframed the eraser from functional utility to a precision creative tool, delivering memorable and impactful brand repositioning.
