The newspaper adaptation of the magazine ads collapses the messages together as stepping stones to the final revealer.

Multiple ads across the bottom of most of the newspaper pages added up to the price of a single full page, but with considerable more impact. The split logo acts as margins inside which information about the designers is placed. The photographs of the pieces – having varying perspectives as they were provided to us by the designers – were each cropped and drawn on “pedestals” to create a homogeneous look for the ad.

Challenging the standard newspaper advertising formats, this Mitsulift ad uses the page in service of its own concept.