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How did a seemingly detached head and bar stools with female legs wind up in a campaign for wool? They're simply visual "hooks," explains art director Peter Gausis of Abbott Mead Vickers BBDO, London, of a campaign for Woolmark, an industry trade group.

The trompe l'oeil ads are designed to challenge people's perceptions about the fabric, he says. Photographer Nadav Kander created the effects in-camera, which accompany the headline: "Appearances can be deceiving, but you can trust the wool that wears the Woolmark."

Other credits to one-name writer Marcantonio.

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